我国经济型酒店的营销策略研究——以锦江之星酒店为例

摘  要
随着经济的发展，经济型酒店是我国酒店业发展的一个新的亮点，同时我国经济型酒店业所面临的营销环境正在发生着许多重大的变化，唯有认清营销环境的发展变化，并解决其营销中存在的问题，对其营销策略进行适应性的调整，才是我国经济型酒店业在激烈的竞争中取胜的关键。
本文以我国经济型酒店市场营销策略为研究对象，首先对经济型酒店营销的宏观环境和微观环境进行分析，再总结其在营销方面存在的问题：产品定位不完善、削价竞争激烈、营销人才缺乏及促销力度不够，进而从产品定位、价格制定、稳定市场营销人才、促销手段这四个方面来探讨我国经济型酒店的营销策略。并以我国第一个经济型酒店品牌——锦江之星的营销策略为例，对我国经济型酒店的市场营销策略进行深入研究和论述，探索我国经济型酒店未来发展营销策略，使我国经济型酒店在激烈的市场竞争中获得更好的发展，取得良好的经济效益和社会效益。

关键词：经济型酒店，营销环境，营销策略
ABSTRACT
With the development of economy, economy hotel is the hotels in China, and a new window facing the economy hotel sector in China the marketing environment is undergoing many great changes, grasp the significance of the development and changes of the marketing environment, and solve the problems existing in the marketing of its marketing strategy, the adjustment, is our country adaptability economical hotel win in the competition of the key.      Based on our country economy hotel marketing strategy for research object, first to economy hotel marketing the macro environment and microcosmic environment is analysed, and then sums up the problems in marketing, product positioning not perfect, price competition is fierce and marketing lack of human resource and promotion, inadequate and from the product positioning, price formulation, stable marketing personnel, promotion means these four aspects to the discussion of China's economy hotel marketing strategy. And with China's first budget hotel brand -- jinjiang star marketing strategies, for example, to our country economy hotel marketing strategy deeply studied and discussed, explores our country economy hotel future development marketing strategy, make our country economy hotel in the fierce competition in the market gain better development, has achieved good economic and social benefits.
  Keywords: economical hotel, marketing environment, marketing strategy  

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