漳州市酒店市场差异化营销策略研究  

Study on Differential Marketing Strategy of Zhangzhou Hotel Market

作　　者：吴雅瑜[1] 

机构地区：[1]福建农林大学管理学院,福州福建350002

出　　处：《漳州职业技术学院学报》2013年第4期48-52,共5页Journal of Zhangzhou Institute of Technology

摘　　要：漳州酒店市场发展健康,市场增长较快,但目前发展水平不高,高端酒店需求不足,精品中端商务酒店较少,经济快捷型酒店品牌入驻有限,无法满足客户需求。概述漳州酒店市场的发展现状,分析漳州细分酒店市场差异性,并从产品、渠道、价格和促销方面,探讨了漳州酒店市场的差异化营销策略,最后提出漳州酒店市场的未来发展趋势。Zhangzhou hotel market keeps healthy development and growths rapidly. But the development level is not high at present. The demand for high-end hotel market is insufficient, boutique mid-scale business hotel is less, the settled brands of economy hotel is limited, which aren’t able to meet customer demands. This paper summarizes the present situation of Zhangzhou hotel market and analyzes the differential segment market. Then this article discusses the differential marketing strategy of Zhangzhou hotel market in the fields of product strategy, pricing strategy, promotion strategy and channel strategy. Lastly, the prospects for the hotel market in Zhangzhou are pointed out.

关 键 词：酒店市场 差异化营销 漳州市 

分 类 号：F271[经济管理—企业管理]