基于4Rs理论的饭店整合营销策略研究  

Study of Hotels' Integrated Marketing Strategy Based on 4Rs Theory

作　　者：滕湉[1] 刘云龙[1] 乜堪雄[1] 

机构地区：[1]重庆交通大学,重庆400074

出　　处：《价格月刊》2012年第6期58-61,共4页

基　　金：国家社科基金"十一五"规划青年基金(CIA100154);教育部人文社会科学研究西部和边疆地区项目(12XJC630003)

摘　　要：在服务经济的迅速发展中,饭店业作为服务业中一个传统而又富有活力的产业既得到了空前发展,又面临着激烈的市场竞争。针对目前我国饭店营销存在的问题及特点,运用4Rs整合营销理论,从饭店业与客户共赢视角构建"3212"的饭店整合营销模式,促使饭店业持续发展。With the rapid development of service economy,the hotel industry as a traditional and vibrant service industry has also been through an unprecedented development while at the same time faced with fierce market competition.This paper analyzes the feasibility and practical significance of introducing 4Rs theory into hotel marketing aiming at existing problems and characteristics of China＇s hotel marketing and proposes building ＂3212＂ hotel marketing model to explore the integrated strategy of hotel marketing from the win-win perspective of hotel industry and customers.

关 键 词：4Rs理论 饭店营销 “3212”营销模式 

分 类 号：F713.5[经济管理—市场营销]