导　　师： 李映洲

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 兰州大学

摘　　要： 近年来,宁夏旅游业进入了快速发展的黄金时期。作为旅游业支柱产业的旅游饭店业得到了前所未有的发展,吸引了众多投资者兴建扩建宾馆饭店。同时,旅游饭店的市场环境日趋复杂、市场竞争日渐激烈。营销观念守旧、管理模式陈旧、市场定位模糊、产品缺乏特色等现状使得宁夏中高档旅游星级饭店的经营收益不容乐观。如何在提供模式化产品与服务的众多竞争者中脱颖而出,正是本文研究的目的。 本文选取了WGBY饭店作为分析对象,在掌握较多第一手资料的情况下,运用市场营销、服务营销、企业经营战略等理论并结合实际情况对其营销策略进行深入探讨。试图通过对WGBY饭店的个案分析,寻找一个同类饭店可以借鉴的营销策略制定、分析、实施的模式。 本文首先介绍WGBY饭店的基本情况、营销现状和存在的问题,明确论文分析的目标；其次,对饭店的外部、内部营销环境进行了分析,并用SWOT分析法分析饭店的机会与威胁、优势与劣势,得出其基本营销策略；再次,采用STP理论对饭店客源市场进行了细分,重新选择目标市场并修正原先的市场定位；然后,在4Rs、4Cs营销理念的基础上,以服务营销策略的7Ps组合为体系,为WGBY饭店制定适合的基本营销策略；此外,根据未来行业发展的趋势进一步提出了饭店要尽早实施绿色营销和文化营销策略。最后,文章针对营销职能人员和部门,从营销组织机构、岗位职能、业务流程和激励方案四个方面设计了营销组织保障,使策略的实施能真正落到实处。 本文的分析结合了笔者工作中遇到的大量实际情况,营销策略制定详细可行,策略实施的组织保障具体实用。将所学理论知识真正应用于实践工作的指导思想与写作思路,使得本文研究成果对WGBY饭店的营销工作具有较强的现实指导意义,对西北地区其它情� In recent years, NingXia's tourist industry entering into a fast developing period, the hospitality business as a supporting property of tourist industry, has gained unprecedented development, attracting lots of investors to build hotels. At the same time, the economic income of middle-high rank hotels is not optimistic because of the drastic competition, fogyish marketing conception, old management mode, obscure marketing localization and no-characteristic products. How to stand out from numerous competitors who afford standardized products and services is this paper's main purpose. This paper selected WGBY Hotel as the analysis target, using Marketing theory, Marketing Service theory and Corporate strategy, under the circumstance of holding abundant of first handing information, we discussed it deeply with the effective instance. And we tried to look for some pattern of constituting, analyzing and putting in practice that the other similar type of hotels may be drew lessons from what was draw up by means of analyzing the WGBY Hotel. The paper first introduced the basic circumstance of the WGBY Hotel, its Marketing actuality and the problems, definitudes the target of the paper. Secondly, we analyzed the outer and inner marketing environment of the hotel in detail, and in the way of SWOT analytic analysed the opportunities and threats, advantages and disadvantages of the hotel, and gets such fundamental marketing strategy. Thirdly, we used the STP Marketing theory to fractionize the market, again selected the target market and amended the old market localization. Then, on the basis of 4Rs、4Cs Marketing conception, we used the 7Ps of Marketing Service strategy as the system to constitute compatible and radical marketing strategy for the WGBY Hotel. Besides, thinking of the trend of future advance of the industry, we put forward the green Marketing tactic and culture Marketing strategy as the develop target. Finally, we designed organization safeguards for marketing people and department, such as org

关 键 词： 饭店 市场环境分析 营销策略 组织保障

领　　域： [经济管理] [经济管理] [经济管理]