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1、華中科技大學(xué)畢業(yè)論文如家酒店?duì)I銷策略及對(duì)策學(xué)生姓名：張旭東指導(dǎo)老師：張金隆專業(yè)：信息系統(tǒng)與信息管理如家酒店?duì)I銷戰(zhàn)略及成功因素摘要：最近幾年，中國(guó)的大城市中悄然興起一種新的酒店業(yè)態(tài)——經(jīng)濟(jì)型酒店。隨著我國(guó)經(jīng)濟(jì)的發(fā)展和大眾消費(fèi)的分散性等特點(diǎn)，經(jīng)濟(jì)型酒店有著良好的發(fā)展空問(wèn)，所以“錦江之星”“美國(guó)速八”等企業(yè)紛紛投重會(huì)于此地。然而在激烈的角逐中“如家”脫穎而出，客房入住率高達(dá)95％以上，并于2006年在納斯達(dá)克上市。如家為什么會(huì)勝出?如家采用了怎樣的營(yíng)銷戰(zhàn)略?本文結(jié)合中國(guó)經(jīng)濟(jì)型酒店的現(xiàn)狀、特點(diǎn)和經(jīng)濟(jì)型酒店發(fā)展中存在的問(wèn)題，嘗試分析了如家經(jīng)濟(jì)型
2、酒店的營(yíng)銷戰(zhàn)略，通過(guò)對(duì)如家營(yíng)銷戰(zhàn)略的分析，期望其成功之處能為這個(gè)行業(yè)的其它酒店提供一些啟示，找出適合中國(guó)經(jīng)濟(jì)型酒店自身的發(fā)展道路。關(guān)鍵詞：如家酒店?duì)I銷戰(zhàn)略競(jìng)爭(zhēng)策略ABSTRACTABSTRACT：Recentlyseveralyears,inChina’sbigcityquietlystartedoBekindofnewhotelindustryformat---economyhotetAsourcountryhotel’Sindustryonekindofnewformat．Alongwithourcountryeconomy'sd
3、evelopmentandmassesconsumesthedispersedcharacteristic，theeconomyhotelhasthegooddevelopmentopportunities，suchasJinjliangInn，super8spendthelargesumofmoneyinthisplace。HoweverHomeInnisbloomingintheintensecontention，theguestroomoccupancyratereachesashighasabove95％，andwaslist
4、edontheNASDAQin2006．WhyHomeInnwillwin?HomeInnhasusedwhatkindofmarketingstrategy?ThispaperunifiedthequestionwhichtheChineseeconomyhotelthepresentsituation，thecharacteristicandintheeconomyhoteldevelopmentexisted，itattempttoanalyzethemarketingstrategyofHomeInn，throughtoHom
5、eInnmarketingstrategy’Sanalysis，expectedthatitssuccesscouldprovidesomeenlightenmentforotherhotels．TofindsuitstheChineseeconomyhotelowndevelopmentpath．目錄1.引言.......................................................11.1如家酒店簡(jiǎn)介.............................................11.2
6、如家酒店的現(xiàn)狀...........................................12.如家營(yíng)銷策略...............................................22.1專業(yè)化營(yíng)銷................................................22.2品牌化營(yíng)銷...............................................22.3多樣化連鎖化營(yíng)銷.......................................
7、..22.4互聯(lián)網(wǎng)營(yíng)銷..............................................23.如家競(jìng)爭(zhēng)策略..............................................33.1如家定位領(lǐng)先策略.........................................33.2總成本領(lǐng)先戰(zhàn)略...........................................33.3品牌戰(zhàn)略...........................................
8、....34如家成功因素探討及對(duì)行業(yè)的啟示.............................4致謝........................................................4
