开元名都的主题营销现状及对策研究毕业论文.doc

毕业论文 （20_ _届） 开元名都的主题营销现状及对策研究 摘 要 随着经济的发展，人们消费观念的转变，当今酒店市场竞争日益激烈，顾客的需求越来越难以被满足。面对这样的情况，酒店如何才能保住自己的回头客，不断吸引新顾客就成为一个比较大的难题。酒店营销也要像酒店服务一样不断的去更新，运用新型的营销理念才能在不断激烈的市场环境中占据主动地位。 作为营销一种的主题营销目前脱颖而出，正越来越被管理者所青睐。而作为宁波这样一个有着巨大消费潜力的城市，酒店繁多，竞争也日益白热化，选择合理的营销方式对酒店的长远发展有着重要的意义。 因此，本文研究宁波酒店的主题营销方式以及相关对策显得很有必要。本文通过走访调查开元名都酒店主题营销现状，列出了开元名都主题营销的不足。如对事件型营销认识不够，文化营销浮于表面，主题更新缓慢，酒店人员的整体文化素质偏低等问题。 针对以上问题，本文提出加大对事件型营销的挖掘，加大文化营销力度，注重主题的更新，加大与政府之间的合作，坚持人才培训，升华企业的企业文化等建议。以提升开元名都的主题营销竞争力，促进开元名都的发展。 关键词：主题营销；开元明都；酒店行业 Abstract With the development of economy，Peoples consumption concepts have transformed. Todays hotel market competition have become more and more fierce .Customers demand more and more difficult to be met. Facing this situation， how the hotel keep their consumers back again and Constantly attract new customers has become a big problem The hotel marketing also need to Constantly to update to Use new-style marketing ideas you can Seizing the initiative In increasing market environment. As a marketing，experiential marketing has become more and more important，which are increasingly favoured by many managers.NingBo a city which has a huge potential demand.The hotel is various,Competition is also increasingly intensified.Choose a reasonable marketing method has important significance with the hotels long-term development. Therefore，this article search for NingBo hotels experiential marketing appear be necessary.This text through visiting and survey the Theme marketing situation of Kaiyuanmingdu，lists the shortage in theme marketing.uch as do not have Comprehensive understanding with Event type marketing;Cultural marketing Float on the surface;Theme update slowly;Hotel staff have a lower cultural quality. In view of the above problems, this text postting transform the function of Increase the mining of events type marketing.Increasing cultural marketing efforts;Pay attention to the theme updated. Increase cooperation with the Government;persevering the training of talent;Develop of t