新形势下酒店营销模式研究——以xx金湾国际大酒店为例

摘  要
随着社会的发展、人口状况的变化以及人们消费观念和生活习惯的变化，酒店业的现状已经发生了很大的改变。营销工作是酒店经营的核心，势必受到这些形势变化的考验和挑战。采取哪些有效的营销模式使现代酒店能够在激烈的市场竞争中生存与发展，成为酒店经营管理研究中的新课题。本文以湖北省大冶市金湾国际大酒店（四星级）为例，通过访谈管理者和参考内部营销信息，发现了该酒店在营销模式上存在的问题，进而分析出整个酒店行业所面临的新形势和酒店传统营销模式的不足之处；同时，本文介绍了新形势下五种典型的新型营销模式，并通过对新型营销模式的分析和总结，归纳出新形势下酒店业营销发展的三大趋势，希望为现代酒店的营销管理提供借鉴和参考。

关键词：酒店行业  新形势  营销模式
ABSTRACT
With the recent development of economy and society, hotel industry in China is facing many new situations, which involves both opportunities and challenges. Marketing has been attached to the module of the hotel industry. When the traditional marketing pattern is more and more difficult to adapt to the new situation changes, it’s a new subject in the study of the hotel management to select some effective marketing models to meet the needs of the survival and development in the fierce market competition. This paper starts from the analysis of the new situation, describes five kinds of typical marketing pattern, then makes a reasonable judgment on the three big trends of hotel industry marketing, in order to provide reference for Moderno Hotel marketing management.

Keywords: hotel industry; new trends; marketing pattern

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