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1、AbstractWiththerapiddevelopmentofChinaeconomy,especiallyinthepast10years,Chinesehotelindustryhasexperiencedfromweaktostrong,fromchaostoregulatethemarket,fromsmalltobigmarket,StarsHotelprocessbythereception,thechangeisamazing.PlayanimportantroleinChinafsec
2、onomicconstruction.Afterenteringtwenty-firstCentury,globalizationandintegrationprocessspeedingup,Chinaeconomycontinuetobegood,thedomesticincomeandlivingstandardscontinuetoimprove,varioustypesoftourismandleisurelifestylehasbeenmoreandmorepeoplechoose,TheSp
3、ringsHotelisinthissituationcameintobeingandhasbeenrecognizedbythemarket.Inrecentyears,(WenQuan)Hotelemergeconstantly,moreandmoreintensecompetitionamonghotels.Totalentshowingitselfinthefiercecompetitioninthemarket,mustmakethehotelmarketingwork:istheuseofho
4、telmarketingstrategy,effectivelyenhancethegainabilityofthehotel,economicbenefits,togaincompetitiveadvantagehotel.ThisstudytakesZhengzhouMongKokHolidayInnasanobject,usetheappropriatemarketing,hotelmarketingtheory,combinedwiththeactualsituationofZhengzhouHo
5、lidayInninMongkok,carriedontheanalysistothehoteltofindasuitablemarketingstrategy,thehotelmarketingstrategy.FirsttotheZhengzhouHolidayInninMongkokstatusareintroduced,themacroenvironmentandmicroenvironmentofthehotelareanalyzed,withthehelpofSWOTanalysisanddi
6、agnosismethodtoestablishthematrixtocarryoutafullrangeofhotel.Secondly,themarketingstrategyofZhengzhouHolidayInninMongkokcantakearestudied,suchasthetargetmarketmarketingstrategy,productstrategy,pricestrategy,channelstrategy,promotionstrategy.Finally,tothem
7、arketingstrategyofZhengzhouHolidayInninMongkokputforwardsuggestionstopromotethehotel,afasterandbetterdevelopment.Keywords:Hotels;TheSpringsHotel;hotelmarketing;marketingstrategy第一章緒論第一節(jié)研究的背景、目的及意義1一研究的背景1—?I—I白'J丿總;????????????????????????????????????????
8、????????????????.???????????????????????.????????????????〕第二節(jié)研究的主要內(nèi)容及研究思路2一研究的主要內(nèi)容2二研究思路3第三節(jié)鄭州旺角假口酒店基本情況3一酒店概況3二酒店組織結(jié)構(gòu)4三員工情況5第二章鄭州旺角假日酒店?duì)I銷環(huán)境分析6第一節(jié)鄭州旺角假口酒店宏觀環(huán)境分析6一酒店所在地基本情況6二經(jīng)濟(jì)政策環(huán)境分析6三地理與生態(tài)環(huán)境分析8第二節(jié)鄭州旺角假日酒店微觀環(huán)境分析10一同行
