国有酒店营销管理策略研究

国有酒店营销管理策略研究

摘  要

随着市场经济的不断深化和发展，饭店业也面临着日益激烈的竞争与挑战。从20世纪80年代中后期开始，多个境外酒店业知名品牌开始进入我国，酒店行业的竞争进一步加剧，我国的饭店业跨入了新的世纪。回顾中国国有饭店业的发展历史，我国的饭店业从小到大，从少到多，经历了从经验管理转向科学管理，从招待所的服务模式转向标准化的服务模式，从产品经营到商品经营，实现了质和量的双重飞跃。面临新的形势，新的环境，我国国有酒店如何抓住机遇，迎接挑战，实现再次飞跃，应该说其途径方法是多种多样的。但加强营销工作，将是国有酒店的战略抉择，是大势所趋。本文将结合公共关系理论、企业战略管理和酒店管理的有关理论，就当前我国国有酒店市场营销问题进行研究。

关键词：国有酒店  营销管理  策略

The state-owned hotel marketing management strategy research

Abstract

With the deepening of market economy and development, the hotel industry is facing increasingly fierce competition and challenges. In the nineteen eighties in the late start, many outside the hotel industry well-known brands began to enter the Chinese hotel industry, the competition is further aggravate, hotel industry in our country in the new century. Review of Chinese state-owned hotel industry development history, China's hotel industry from small to large, from less to more, experienced from experience management to scientific management, from the guest house service mode to the standard mode of services, from product operation to commodity management, to achieve a qualitative and quantitative double leap. Facing new situation, new environment, our country state-owned hotel how to seize opportunity, meet a challenge, realize the leap again, should say its approach is varied. But strengthen the marketing efforts, will be state-owned hotel strategic choice, is to represent the general trend. This paper combines the theory of public relations, the enterprise strategy management and the hotel management related theory, the current our country state-owned hotel marketing problem research.

Keywords: state-owned hotel marketing management strategy

目  录

摘  要 I

Abstract II

一、国有酒店市场营销概述 1

（一）国有酒店概念与特点 1

（二）酒店市场营销的概念 1

（三）国有酒店市场营销管理的必要性 2

二、国有酒店发展影响因素分析 3

（一）产品和服务的设计 3

（二）成本水平 4

（三）市场反应能力 4

（四）员工管理 4

三、国有酒店营销中面临的问题 4

（一）市场选择矛盾 4

（二）营销理念与手段陈旧 5

（三）对服务质量管理缺乏有效的绩效评价体系 5

（四）营销产品的缺乏 6

（五）营销与服务缺乏整体性 6

四、国有酒店营销策略研究 7

（一）推行顾客满意战略是国有酒店服务营销管理的重心 7

（二）实施市场细分策略 8

（三）重视酒店内部公关 8

（四）努力搞好外部公关 10

（五）创新国有酒店营销管理思路 11

致谢 13

参考文献 14