中国经济型酒店营销策略分析.doc

中国经济型酒店营销策略分析----以如家为例 摘要 伴随着我国改革开放的不断深入和经济的高速发展,以及人民生活不断改善的同时也催生了服务行业的萌发,酒店业也随之迅速发展。从1978年的一百多家饭店发展到线如今的一万四千多家星级酒店。经过近些年的发展,酒店业逐渐走向了成熟期。经济型酒店在广泛的市场需求下正在蓬勃发展,同时这些也迎来了新的机遇与挑战。在下一轮发展中,连锁化、规模化和品牌化是经济型酒店发展的必然趋势。因此,在下一轮的竞争中, 确定合理的价格、提供合适的产品、发展服务营销、整合营销渠道并进行有效沟通,将价值传递给消费者是在竞争中胜出的必要条件。准确定位目标市场,抓住需求,制定差异化营销策略是成功的关键。本文从经济型酒店概念及特点、发展现状、营销过程中存在的问题以及营销策略分析等方面进行了阐述，对于经济型酒店今后的发展提出建议。 关键词：经济型酒店 现状 营销策略 建议 Abstract With the deepening of the reform and opening up in our country and the high speed development of economy, as well as peoples living standards continue to improve at the same time also gave rise to the germination of service industry, hotel industry has been developing rapidly. From more than one hundred in 1978 to the line of the development of hotel is now more than fourteen thousand star-rated hotels. After recent years of development, the hotel industry to mature gradually. Economy hotel under a wide range of market demand is booming, these also ushered in the new opportunities and challenges at the same time. In the development of the next round of chaining, scale and the brand is inevitable trend in the development of economy hotels. Therefore, in the next round of competition, to determine the reasonable price, provide suitable products, development of service marketing, integrated marketing channels and to communicate effectively, pass the value to consumers is the necessary condition to win in the competition. Accurate positioning target market, seize the demand, make different marketing strategy is the key to success. This article from the concept and characteristics, current situation of the development of economy hotel, the problems existing in the marketing process and marketing strategy analysis, etc, are put forward on the development of economy hotel in the future. Keywords: Economy hotel The status quo The marketing strategy advice  目录 摘要 1 Abstract 1 （一）经济型酒店发展的行业背景 3 1.经济型酒店发展简史 3 2.中国经济型酒店发展历程 3 （二）经济型酒店发展现状 4 1.中国经济型酒店现状 4 2.国际经济型酒店营销特点 4 （三）中