摘要:由于经济的全球化和信息化,发展迅速的中国酒店业,将直接面对全球竞争市场,并与国际知名酒店集团展开直接竞争。酒店业的竞争实际上是酒店管理人员素质和经营理念的竞争,因此,酒店的市场营销战略研究就日益显露它的重要性。对邯郸这个正在开发中的旅游城市来说,酒店业也正在不断地繁荣发展。为了迎接机遇和挑战,酒店必须了解酒店的发展趋势,把握酒店客人的需求变化,调整经营管理策略,适应客源市场的变化,以便更好的吸引并留住酒店的客人,从而提高经济效益,获取更大的发展空间。
关键词:邯郸酒店; 市场细分;服务营销战略; 战略
Discussion Handan hotel services marketing strategy
Abstract:
As a result of economic globalization and information technology, the rapid development of China''s hotel industry, will have to directly face the global competitive market, and with internationally renowned hotel group launched in direct competition. The hotel industry''s competitiveness is in fact the quality of personnel in hotel management and operation of the concept of competition, therefore, the hotel marketing strategy study on the growing importance of showing it. Of Handan is developing in this tourist city, the hotel industry is also constantly flourish. In order to meet the opportunities and challenges, hotels must understand the development trend of the hotel, and grasp the changing needs of hotel guests to adjust the operation and management strategies to adapt to changes in source markets in order to better attract and retain hotel guests, thereby enhancing economic efficiency, to obtain more room for development.
Key words: Handan hotel; market segmentation; services marketing strategy
一、引言
随着经济的发展,人们的物质需求和精神需求有了新的变化,而旅游也就成为了人们日常生活中的一部分。随着旅游业的发展,相关的酒店业又有了新的发展契机。邯郸作为一个资源丰富、风景秀美的中部城市,在西部大开发的政策影响下,邯郸市政府正在调整产业结构,进一步加大旅游业的投入,努力把旅游业变为第三支柱产业。而邯郸的酒店业也正在发展阶段,面对当今时代的大好机遇,酒店经营者更要抓住机遇,努力在自己的营销领域造就一片天空,同时也要面对市场经济条件下激烈的市场竞争,使自己的营销立于不败之地。