基于4C理论的中高端酒店营销策略分析——以亚朵为例  

Analysis of Marketing Strategies for Mid to High end Hotels Based on the 4C Theory——Taking Ado as an Example

作　　者：董冰 DONG Bing(Henan Agricultural University,Zhengzhou 450046,Henan)

机构地区：[1]河南农业大学,河南郑州450046

出　　处：《江苏商论》2025年第3期9-12,共4页Jiangsu Commercial Forum

摘　　要：随着消费水平提高和消费理念日益成熟,消费者异质性体验需求不断上升,酒店业正面临转型升级的关键阶段。本文通过分析亚朵这一中国中高端酒店市场的新兴代表,以4C为理论基础,从产品策略、价格策略、渠道策略、促销策略4个方面分析亚朵营销策略成功经验并提出建议。结论显示,中国中高端酒店的营销策略可以从3个方面进行优化:通过数字化管理把握体验需求,提高顾客忠诚度;通过丰富空间价值拓展销售边界,增强品牌影响力;通过文化赋能创新增加品牌内涵,提升差异化竞争力。With the improvement of consumption level and the maturity of consumption concepts,the demand for heterogeneous experiences among consumers continues to rise,and the hotel industry is facing a critical stage of transformation and upgrading.This article analyzes the emerging representative of the Chinese mid to high end hotel market,Yaduo,based on the 4C theory.It analyzes the successful experience of Yaduo's marketing strategy from four aspects:product strategy,price strategy,channel strategy,and promotion strategy,and puts forward suggestions.The conclusion shows that the marketing strategy of China's mid to high end hotels can be optimized in three aspects:grasping experience needs through digital management and improving customer loyalty;Expand sales boundaries and enhance brand influence by enriching spatial value;Empowering innovation through culture to increase brand connotation and enhance differentiated competitiveness.

关 键 词：中高端酒店 营销策略 4C理论 

分 类 号：F71[经济管理—产业经济]