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1、摘要隨著中國(guó)經(jīng)濟(jì)的飛速發(fā)展，尤其是近10年間，中國(guó)的酒店行業(yè)經(jīng)歷了由弱小到強(qiáng)大，從混亂到規(guī)范，從小市場(chǎng)到大市場(chǎng)，由招待所到星級(jí)酒店的過(guò)程，發(fā)生的變化可以用翻天覆地來(lái)形容。在我國(guó)的的經(jīng)濟(jì)建設(shè)中發(fā)揮著重要的作用。進(jìn)入二十一世紀(jì)以后，全球化和一體化進(jìn)程的加快，中國(guó)經(jīng)濟(jì)的持續(xù)走好，國(guó)內(nèi)居民收入和生活水平不斷提高，各類(lèi)旅游休閑的生活方式已經(jīng)被越來(lái)越多的人士選擇，溫泉酒店也在這種形勢(shì)下應(yīng)運(yùn)而生并得到了市場(chǎng)的認(rèn)可。近年來(lái)，（溫泉）酒店不斷涌現(xiàn)，酒店之間的競(jìng)爭(zhēng)越來(lái)越激烈。要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出，必須要把酒店的營(yíng)銷(xiāo)工作做好：即運(yùn)用有效的酒店?duì)I銷(xiāo)策略、提升酒店的盈利能力、經(jīng)濟(jì)效益，使酒
2、店獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。本研究以鄭州旺角假日酒店為對(duì)象，運(yùn)用適當(dāng)?shù)氖袌?chǎng)營(yíng)銷(xiāo)、酒店?duì)I銷(xiāo)理論，結(jié)合鄭州旺角假日酒店實(shí)際情況，對(duì)酒店的營(yíng)銷(xiāo)策略進(jìn)行分析研究，找到適合該酒店的營(yíng)銷(xiāo)策略。首先對(duì)鄭州旺角假日酒店現(xiàn)狀進(jìn)行介紹，對(duì)酒店所處的宏觀環(huán)境和微觀環(huán)境進(jìn)行了分析，借助SWOT分析法建立矩陣對(duì)酒店進(jìn)行全方位的診斷。其次，對(duì)鄭州旺角假日酒店所能采取的市場(chǎng)營(yíng)銷(xiāo)策略分別進(jìn)行研究，如目標(biāo)市場(chǎng)營(yíng)銷(xiāo)策略、產(chǎn)品策略、價(jià)格策略、渠道策略、促銷(xiāo)策略等。最后，給鄭州旺角假日酒店?duì)I銷(xiāo)策略提出實(shí)施建議，促進(jìn)酒店又快又好地發(fā)展。關(guān)鍵詞：酒店；溫泉酒店；酒店?duì)I銷(xiāo)；營(yíng)銷(xiāo)策略IAbstractWiththerapiddeve
3、lopmentofChinaeconomy,especiallyinthepast10years,Chinesehotelindustryhasexperiencedfromweaktostrong,fromchaostoregulatethemarket,fromsmalltobigmarket,StarsHotelprocessbythereception,thechangeisamazing.PlayanimportantroleinChina'seconomicconstruction.Afterenteringtwenty-firstCentury,globali
4、zationandintegrationprocessspeedingup,Chinaeconomycontinuetobegood,thedomesticincomeandlivingstandardscontinuetoimprove,varioustypesoftourismandleisurelifestylehasbeenmoreandmorepeoplechoose,TheSpringsHotelisinthissituationcameintobeingandhasbeenrecognizedbythemarket.Inrecentyears,(WenQuan
5、)Hotelemergeconstantly,moreandmoreintensecompetitionamonghotels.Totalentshowingitselfinthefiercecompetitioninthemarket,mustmakethehotelmarketingwork:istheuseofhotelmarketingstrategy,effectivelyenhancethegainabilityofthehotel,economicbenefits,togaincompetitiveadvantagehotel.ThisstudytakesZh
6、engzhouMongKokHolidayInnasanobject,usetheappropriatemarketing,hotelmarketingtheory,combinedwiththeactualsituationofZhengzhouHolidayInninMongkok,carriedontheanalysistothehoteltofindasuitablemarketingstrategy,thehotelmarketingstrategy.FirsttotheZhengzhouHolidayInninMongkokstatusareintroduced
7、,themacroenvironmentandmicroenvironmentofthehotelareanalyzed,withthehelpofSWOTanalysisanddiagnosismethodtoestablishthematrixtocarryoutafullrangeofhotel.Secondly,themarketingstrategyofZhengzhouHolidayInninMongkokcantakearestudied,suchasthetargetmarketmarketings
