经济管理类毕业论文 经济型酒店的市场营销策略分析.doc

经济型酒店Abstract Under the big background of China’s rapid development in the tourism industry, the development of budget hotel fills with tremendous opportunities. Some famous brands of chain budget hotels at home and abroad explore their market in such regions as the Yangtze Delta one after another and have made great achievements, which has led to a new round of upsurge investment in budget hotels. In this process, working out the suitable marketing strategy is the key to success, and Home Inn, has done quite outstanding. In this paper, the background, concept and features of budget hotels have been analyzed, the marketing situation of the budget hotels and the 4Ps combinations of the marketing strategy of the budget hotels has been summed up. The writer also tries to find which choice can be taken and which experience can be absorbed in the marketing strategy of budget hotels, hoping to be helpful in the management of the budget hotels.Key words: budget hotel；Internet Marketing；Marketing Strategy目录 一、经济型酒店的内涵、发展概况…………………………………………………………………………………………………………………..1 （二）经济型酒店的特征………………………………………………………………1 二、我国经济型酒店的SWOT分析……………………………………………………...2 （一）我国经济型酒店的优势…………………………………………………………2 1、成本优势……………………………………………………………………………………………2、价格优势……………………………………………………………………………………………3、客户关系管理的优势………………………………………………………………………………观念优势………………………………………………………………………………………………………………………………………………………2 1、管理专业化水平不高………………………………………………………………………………价格竞争混乱………………………………………………………………………………………认识混乱……………………………………………………………………………………………缺乏酒店品牌…………………………………………………………………………………………………………………………………………………………3 1、国内市场带来的新机遇……………………………………………………………………………国际市场带来的新机遇……………………………………………………………………………酒店供给结构不合理带来的机遇……………………………………………………………………………………………………………………………………3 1、国际品牌纷纷抢占中国……………………………………………………………………………政府一些部门的行政干预…………………………………………………………………………………………………………………………….3-4 （一）我国经济型酒店的营销现状………………………………………….……………………4 （二）我国经济型酒店营销中存在的问题………………………………………………………4 1. 市场细分不完全………………………………………………………………………….……………4 2. 削价竞争激烈……………………………………………………………………………………………4 3. 缺乏专业的营