본 논문에서 서비스 마케팅의 개념과 호텔이 가지고 있는 독특한 환경으로 인하여 서비스 마케팅의 특성, 전통마케팅과의 차이점, 그리고 사례 기업의 연구를 위하여 중국 호텔 산업의 시장현황, 미래 발전 추세와 중국 호텔 시장의 서비스 마케팅 전략에 대하여 분석하였다. 본 논문은 중국에서 성공하였다고 평가되고 있는 북경힐튼호텔과 금강지성호텔에 대하여 SWOT분석,...
본 논문에서 서비스 마케팅의 개념과 호텔이 가지고 있는 독특한 환경으로 인하여 서비스 마케팅의 특성, 전통마케팅과의 차이점, 그리고 사례 기업의 연구를 위하여 중국 호텔 산업의 시장현황, 미래 발전 추세와 중국 호텔 시장의 서비스 마케팅 전략에 대하여 분석하였다. 본 논문은 중국에서 성공하였다고 평가되고 있는 북경힐튼호텔과 금강지성호텔에 대하여 SWOT분석, STP분석과 두 호텔의 서비스 마케팅 전략변수(7P)의 비교분석을 통하여 두 호텔의 주요 서비스 마케팅 전략을 정리하고 중국 호텔 마케팅의 향후 방향을 예측한다.
본 논문에서 서비스 마케팅의 개념과 호텔이 가지고 있는 독특한 환경으로 인하여 서비스 마케팅의 특성, 전통마케팅과의 차이점, 그리고 사례 기업의 연구를 위하여 중국 호텔 산업의 시장현황, 미래 발전 추세와 중국 호텔 시장의 서비스 마케팅 전략에 대하여 분석하였다. 본 논문은 중국에서 성공하였다고 평가되고 있는 북경힐튼호텔과 금강지성호텔에 대하여 SWOT분석, STP분석과 두 호텔의 서비스 마케팅 전략변수(7P)의 비교분석을 통하여 두 호텔의 주요 서비스 마케팅 전략을 정리하고 중국 호텔 마케팅의 향후 방향을 예측한다.
Hotel industry is the industry that the earliest opened to the outside world in China. Along With the development of market economy, service plays a very important role in social and economic life. The development of services promote the rapid growth of the service industry, it also brings about flo...
Hotel industry is the industry that the earliest opened to the outside world in China. Along With the development of market economy, service plays a very important role in social and economic life. The development of services promote the rapid growth of the service industry, it also brings about flourishes of the hotel industry. At present, the hot hotel investment leads to an increasing number of hotels. The tangible products of the hotel become more and more homogenized and the competition among hotels become more and more fierce. At the same time, people do not confine demand of hotel products to the product itself, but pay more attention to the brand value such as the consumption environment, service attitude, and product culture and so on. Under the background, that the hotels just rely on the provision of high quality services has been far from enough to meet the needs of guests. As a result, in order to enhance the satisfaction and trust of guests, we should take appropriate service marketing strategy according to the characteristics of the hotel, which is an inevitable choice of hotel management and development. The paper takes Beijing Hilton Hotel and Jinjiang Inn as the research object, uses the principles of management science, the corporation operation strategies, marketing and service marketing theory to take a whole research on service marketing strategy of the two hotels in systemic point of view by using the way of combining the theory and practice, qualitative and quantitative analysis. First of all, on the basic of investigation of Beijing Hilton Hotel and Jinjiang Inn, the paper analyzes the current marketing situation, market demand and environment of competition of two hotels. Then sums up the strengths, weaknesses, opportunities and threats of two hotels and summarizes the marketing problem which exists in two hotels. After that, develop a set of practical marketing strategy for two hotels by the use of STP theory, Services marketing theory 7P, hotel management theory and so on. Finally, in order to ensure that the marketing strategies can be effectively implemented, the paper provides some practical recommendations. The aim of the study is to develop a practicable marketing strategy for Beijing Hilton Hotel and Jinjiang Inn by combining the hotel service marketing status and using Service marketing and other related theories. The study can also provide significant development trend for the Chinese hotel industry on expanding market share, improving customer loyalty and help other hotels to apply service marketing strategy to practice.
Hotel industry is the industry that the earliest opened to the outside world in China. Along With the development of market economy, service plays a very important role in social and economic life. The development of services promote the rapid growth of the service industry, it also brings about flourishes of the hotel industry. At present, the hot hotel investment leads to an increasing number of hotels. The tangible products of the hotel become more and more homogenized and the competition among hotels become more and more fierce. At the same time, people do not confine demand of hotel products to the product itself, but pay more attention to the brand value such as the consumption environment, service attitude, and product culture and so on. Under the background, that the hotels just rely on the provision of high quality services has been far from enough to meet the needs of guests. As a result, in order to enhance the satisfaction and trust of guests, we should take appropriate service marketing strategy according to the characteristics of the hotel, which is an inevitable choice of hotel management and development. The paper takes Beijing Hilton Hotel and Jinjiang Inn as the research object, uses the principles of management science, the corporation operation strategies, marketing and service marketing theory to take a whole research on service marketing strategy of the two hotels in systemic point of view by using the way of combining the theory and practice, qualitative and quantitative analysis. First of all, on the basic of investigation of Beijing Hilton Hotel and Jinjiang Inn, the paper analyzes the current marketing situation, market demand and environment of competition of two hotels. Then sums up the strengths, weaknesses, opportunities and threats of two hotels and summarizes the marketing problem which exists in two hotels. After that, develop a set of practical marketing strategy for two hotels by the use of STP theory, Services marketing theory 7P, hotel management theory and so on. Finally, in order to ensure that the marketing strategies can be effectively implemented, the paper provides some practical recommendations. The aim of the study is to develop a practicable marketing strategy for Beijing Hilton Hotel and Jinjiang Inn by combining the hotel service marketing status and using Service marketing and other related theories. The study can also provide significant development trend for the Chinese hotel industry on expanding market share, improving customer loyalty and help other hotels to apply service marketing strategy to practice.
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