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1Topic:theeconomyhotelmarketingstrategyresearchName:HaoYutingClass:classtwoNo:200890602208Date:2010/6/282Abstract………………………………………………………………3一:Thecurrentsituationofdomesticeconomyhotelanditsdevelopmentsignificance…………………………………………41)theconceptofeconomyhotel…………………………………42)comparebetweeneconomyhotelsandtraditionalhotels……63)thebasicsituationofdomesticeconomyhotel………………64)thedevelopmentprospectsofdomesticeconomyhotel……7二:theproblemsofdomesticeconomyhotel’smarketstrategy………………………………………………………………81)theself-quality’sproblemofeconomyhotel’soperator……82)themistakesofdomesticeconomyhotel’smarketstrategy…8三:themarketstrategyofdomesticeconomyhotel………91)ColorMarketing……………………………………………………92)CultureMarketing…………………………………………………123)ExperienceMarketing……………………………………………144)EmotionMarketing………………………………………………16四:TheConclusion…………………………………………………19五:Reference………………………………………………………203AbstractAsanewhotelindustryinourcountry,economyhotelhasbeenenjoyingrapiddevelopmentinrecentyears.Theeconomyhotelmarketisfullofvariousbrandsandisinincreasingcompetition.Thedomesticeconomyhotelhasenteredintoabrandnewtransition.Tobeoutstandingortobeobsolete,itdependsonthestudyandemploymentofmarketingstrategy.Thedevelopmentexperiencesofbothdomesticandoverseaeconomyhotelsandthemarketingstrategywhichsuitstoournationalsituationhavebecomethebreakthroughpointofthefurtherdevelopmentofdomesticeconomyhotel.Theeconomyhotelmarketingstrategiesinclude,colormarketing,culturemarketing,experiencemarketingandemotionmarketing.Thispaperistostudytheemploymentoftheabovemarketingstrategies,soastoachievethemaximumutility,thatis,toimprovetheeconomyhotelenterprisevalueandmeetthedevelopmenttrendinthehotelindustry.KeyWords:EconomyHotel;ColorMarketing;CultureMarketing;ExperienceMarketing;EmotionMarketing4一:Thecurrentsituationofdomesticeconomyhotelanditsdevelopmentsignificance(一):theconceptofeconomyhotelEconomyHotels,alsoknownaslimitedservicehotels,thebiggestfeatureisthepricecheap,theservicemodefortheb&b(accommodation+breakfast).Firstappearedinthe50soflastcenturyoftheUnitedStates,nowintheUnitedStatesandEuropeisrelativelymaturehotelform.EconomyHotelhasgreatmarketpotential,lowinvestment,highreturn,shortcycleetc.outstandingadvantages,Motel(motel),HomeInns,StarofJinJiang,Asthethreemainhotelsforce,itsexpansionatanalarmingrate.Meanwhile,theU.S.Super8,theFrenchAccorGroup,Ibis,enterintotheChinaoneafteranother.Fromthecoasttothemainland,graduallyexpandingmarketshare,andnowhasastrongnetworkplatformtosupportthechainhotelshavebecomemorematurity,suchaschainofsevendays,urbanconveniencechain,HanTingchain,etc.Butbehindtheauraofitsbooming,therearestillmanypessimisticfactors.Therestructuringofstate-ownedhotels,standardizedpoliciesandregulationstoguide,theupgradeofservicesoftwareandmanagement......manyoftheproblemscannotbeignored.Thereisnodoubtthathotels,willfromchildishness5tomaturity,willoccupytheChinesehotelmarketpositionofspecialimportanceInrecentyears,somedomesticexpertsandscholarspaymoreattentiontothisconcept,thefollowingaresomesummariessummarizedbyforeignexpertsandscholarsontheconcept.Questbelievesthathotelsareanewtypeofhotel,smallscale,limitedfacilities,affordable;Leepointedoutthatitisthefastestgrowinghoteltypeinthehotelindustry,toprovidecleanandsimplerooms;BalepointedoutthattheUnitedStateseconomyhotelsonlyoperateroomshotel,about150orso,pricesingenerallowerthanthemiddle-Hotel25%-50%;GilbertandArnoldisdefinedasalimitedservicehotel,offersaccommodationintheStandardization:Qualitywiththree,four-starhotelequivalent,butcheaper25-30%;intheearly90s,SniorandMorphewthatthehotelsisabudgetforshort-distancetravelandalowertypeofaccommodationfortravelers;JustusconsideredtheUnitedStatesMicrotelhotelrulesasaneconomicbudgetaccommodationindustry,theprovisionofbasicfacilities,tomaintainlowprices,nofoodbeverageservice,nobanquetfacilities,gymnasiumandotherrecreationalfacilities;Davidsonpointedoutthatthecheaplodgingindustryhasalltheadvantagesofchainhotelsthroughspecificdesignandmanagementtohaveaverycompetitivepricetomeet6thelowconstructioncostsandlowoperatingcosts.(二):comparebetweeneconomyhotelsandtraditionalhotelsAsstatedintheconceptofeconomyhotel,comparedwiththetraditionaldistinctionbetweenthehotelismainlyembodiedinthreeaspects.Thefirstisreflectedinthescale,thesizeoftheeconomyhotelsaregenerallysmallerthantraditionalhotel,theroomsrangefrom100to200.Thetraditionalhotelisonlyalowerlimitwithoutuplimit.SuchasXiamenSwanHotelisfourstarhotel,thecompanyoffers358rooms.Andintermsofitsfunctionalscale,thehotels’mainfunctionistoprovideaccommodationandtraditionalhotelisfullyfunctional,co-cateringaccommodationandrecreation.Second,bydefinition,thepriceofeconomyhotelsatlowerpricescomparedtotraditionalhotels,reflectingtheeconomy.Finally,differencebetweeneconomyhotelsandtraditionalhotelisthedifferenttargetcustomers,thetraditionalhotels’customersaremainlybusinesscustomerswhohavestrongabilitytopayoffandgovernmentofficials,whileeconomyhotelsarelimitedbytheeconomictermsofpaymentsmallandmediumenterprisesbusinesspeople,leisureandself-helptourist
本文标题:经济型连锁酒店英文论文
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