酒店客房营销的另一种思路—基于鸟形模型的分析框架.doc
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酒店客房营销的另一种思路—基于鸟形模型的分析框架,页数 7字数 6909[内容提要]：世界经济一体化导致酒店业面临的市场环境瞬息万变,经营条件日益复杂,竞争压力日益增大，要想在激烈的竞争中立于不败之地，酒店业就必须细分市场，针对不同的顾客群体进行差异化营销。本文细分酒店客源市场,提出了基于鸟形模型的分析框架的酒店客房营销...
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酒店客房营销的另一种思路—基于鸟形模型的分析框架
页数 7 字数 6909
[内容提要]：世界经济一体化导致酒店业面临的市场环境瞬息万变,经营条件日益复杂,竞争压力日益增大，要想在激烈的竞争中立于不败之地，酒店业就必须细分市场，针对不同的顾客群体进行差异化营销。本文细分酒店客源市场,提出了基于鸟形模型的分析框架的酒店客房营销思路,并提出了针对不同的顾客群体的差别化营销策略。
[关键词]：酒店客房营销,鸟形模型
[ Content summary ]: The world economics integration causes the market environment which the hotel industry faces fast changing, the operating condition is becoming complex day by day. The pressure of the intensive competition increases also day by day, In order to be succeed in the intensive competition, the hotel industry have to subdivide the market, and carries on the differences marketing in the view of the different customer communities. This article subdivided the hotel source of tourists and proposed to form a bird shape model analysis frame which hotel guest rooms marketing mentality can based on. It also proposed that hotels should use different marketing strategies according to the different customer communities’ difference .
[ key words ]: Hotel guest rooms marketing bird shape model
参考文献：
1． 王文君，饭店市场营销原理与案例研究，[M]北京：中国旅游出版 1999.1
2． 邹统钎，酒店经营战略，[M]北京： 清华大学出版社 2005.1
3． 罗伯特.C.刘易斯，酒店市场营销和管理案例，[M] 大连：大连理工大学出版社 2003.3
4． 郑向敏，现代酒店商务楼层管理，[M] 辽宁：辽宁科学出版社 2002.8
5． Chuck.Y.Gee，度假饭店的开发与管理，[M]北京：中国旅游出版社 2003.1
页数 7 字数 6909
[内容提要]：世界经济一体化导致酒店业面临的市场环境瞬息万变,经营条件日益复杂,竞争压力日益增大，要想在激烈的竞争中立于不败之地，酒店业就必须细分市场，针对不同的顾客群体进行差异化营销。本文细分酒店客源市场,提出了基于鸟形模型的分析框架的酒店客房营销思路,并提出了针对不同的顾客群体的差别化营销策略。
[关键词]：酒店客房营销,鸟形模型
[ Content summary ]: The world economics integration causes the market environment which the hotel industry faces fast changing, the operating condition is becoming complex day by day. The pressure of the intensive competition increases also day by day, In order to be succeed in the intensive competition, the hotel industry have to subdivide the market, and carries on the differences marketing in the view of the different customer communities. This article subdivided the hotel source of tourists and proposed to form a bird shape model analysis frame which hotel guest rooms marketing mentality can based on. It also proposed that hotels should use different marketing strategies according to the different customer communities’ difference .
[ key words ]: Hotel guest rooms marketing bird shape model
参考文献：
1． 王文君，饭店市场营销原理与案例研究，[M]北京：中国旅游出版 1999.1
2． 邹统钎，酒店经营战略，[M]北京： 清华大学出版社 2005.1
3． 罗伯特.C.刘易斯，酒店市场营销和管理案例，[M] 大连：大连理工大学出版社 2003.3
4． 郑向敏，现代酒店商务楼层管理，[M] 辽宁：辽宁科学出版社 2002.8
5． Chuck.Y.Gee，度假饭店的开发与管理，[M]北京：中国旅游出版社 2003.1
