石家庄如家快捷酒店营销战略研究
发布时间：2018-08-20 19:46
【摘要】：近些年，伴随着中国国内经济型酒店的快速发展，很多投资商开始关注国内的经济型酒店品牌。2012年荣登世界50大饭店品牌之一的如家集团，在完成了对莫泰酒店100%的股权收购之后，以占据25%市场份额的绝对优势，成为了挤进世界十强的第一个新公司。目前拥有如家、莫泰、和颐三大酒店品牌的如家集团，在全国250多个城市拥有2000多家酒店、20万间客房，，有7万多名员工，600万家宾会员，每年接待宾客9000万人次。 以宾至如归的"家"文化服务理念和民族品牌形象为特色的如家营销模式，显然已经成为了业内普遍效仿的对象。与此同时，由于近几年如家快捷酒店的发展战略逐渐从一线城市转向开发中国西部市场和二、三线城市，作为身处二线城市石家庄的如家快捷酒店也将面临着如家模式的应用和自我调整的现状。 所以本文运用了企业营销战略分析理论和多种研究方法，在对如家7种营销策略深入分析的基础上，以石家庄如家快捷酒店为主要研究对象，通过STP分析对符合石家庄如家快捷酒店的目标市场进行定位，运用基于AHP的环境分析和SWOT分析，提出石家庄如家快捷酒店在应用如家营销模式时应该做到“应时而异，应事而异”，重点实施以抓住机遇、克服劣势为主的扭转型营销战略。
[Abstract]:In recent years, with the rapid development of domestic economy hotels in China, many investors have begun to pay attention to the domestic economic hotel brands. In 2012, Rujia Group, one of the top 50 hotel brands in the world, became one of the top 50 hotel brands in the world. After completing its 100 percent stake in Motel, it became the first new company to squeeze into the world's top 10 with an absolute 25% market share. At present, Rujia Group, which owns three hotel brands including Rujia, Motai and Yi, has more than 2000 hotels, 200000 guest rooms, more than 70,000 employees, 6 million guest members and 90 million guests every year in more than 250 cities. The "home" cultural service concept and the national brand image, characterized by the home marketing model, have obviously become the common object of emulation in the industry. At the same time, since the development strategy of City Home Inn in recent years has gradually shifted from the first-tier cities to the development of the western market and the second-and third-tier cities in China, As a second-tier city Shijiazhuang City Home Inn will also face the application of home model and self-adjustment status. Therefore, this paper uses the theory of enterprise marketing strategy analysis and various research methods, on the basis of in-depth analysis of seven marketing strategies, taking Shijiazhuang City Home Inn as the main research object, Through STP analysis, the target market of Shijiazhuang City Home Inn is positioned. By using the environment analysis based on AHP and SWOT analysis, the author points out that Shijiazhuang City Home Inn should be "timely but different when applying home marketing mode". The focus of implementation is to seize the opportunity and overcome the disadvantages of the twisting marketing strategy.
【学位授予单位】：石家庄经济学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719
本文编号：2194789
[Abstract]:In recent years, with the rapid development of domestic economy hotels in China, many investors have begun to pay attention to the domestic economic hotel brands. In 2012, Rujia Group, one of the top 50 hotel brands in the world, became one of the top 50 hotel brands in the world. After completing its 100 percent stake in Motel, it became the first new company to squeeze into the world's top 10 with an absolute 25% market share. At present, Rujia Group, which owns three hotel brands including Rujia, Motai and Yi, has more than 2000 hotels, 200000 guest rooms, more than 70,000 employees, 6 million guest members and 90 million guests every year in more than 250 cities. The "home" cultural service concept and the national brand image, characterized by the home marketing model, have obviously become the common object of emulation in the industry. At the same time, since the development strategy of City Home Inn in recent years has gradually shifted from the first-tier cities to the development of the western market and the second-and third-tier cities in China, As a second-tier city Shijiazhuang City Home Inn will also face the application of home model and self-adjustment status. Therefore, this paper uses the theory of enterprise marketing strategy analysis and various research methods, on the basis of in-depth analysis of seven marketing strategies, taking Shijiazhuang City Home Inn as the main research object, Through STP analysis, the target market of Shijiazhuang City Home Inn is positioned. By using the environment analysis based on AHP and SWOT analysis, the author points out that Shijiazhuang City Home Inn should be "timely but different when applying home marketing mode". The focus of implementation is to seize the opportunity and overcome the disadvantages of the twisting marketing strategy.
【学位授予单位】：石家庄经济学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719
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