酒店市场营销策略研究(XX国际大酒店为例).doc

摘要：随着市场经济的不断深化和发展，酒店业也面临着日益激烈的竞争与挑战。面对全市星级酒店激烈竞争局面，酒店营销策略传统等竞争劣势逐渐显现出来。与此同时，酒店在品牌知名度、优质服务方面仅保持着较弱的优势。因此，作为当地酒店业的龙头，设计一种全新的营销策略，是关系到光华国际大酒店持续发展的关键问题。

　　本文对光华国际大酒店的市场营销战略问题进行研究。在分析光华国际大酒店的经营现状、存在问题。本文在光华国际大酒店营销全面认识的基础上，结合光华国际大酒店的内外部资源条件制定了光华国际大酒店营销策略,并对营销策略的实施提出了相应管理建议。

关键词: 酒店 市场营销 营销战略

Abstract：With the deepening of the market economy and development，also faces increasingly fierce competition and challenges. Comparing with the competitors,the disadvantages of RUGAO hotel exposed inevitably, such as the ageing equipments and ossified system etc. At the same time the hotel also remained a little weak superioriy in well-known brand and marketing channels.So it’s necessary for GUANGHUA Hotel to take measure in choosing a proper marketing strategy to achieve marketing success，which is a very worthwhile study topic. 

　　This article carries on a strategic research of the marketing about the GuangHua Hotel. This thesis proposes the marketing strategic objectives of the GuangHua Hotel based on its current management situation .In a comprehensive understanding of GuangHua hotel marketing,based on the combination of internal and external resources GuangHua hotel established GuangHua hotel marketing strategies ,and the strategy of marketing strategy implementation proposes corresponding management advice.

Keyword：Hotle  Marketing  Marketingtaeties