本文選題：錦江賓館　切入點(diǎn)：酒店餐飲　出處：《西南財(cái)經(jīng)大學(xué)》2008年碩士論文

【摘要】： 酒店業(yè)是我國(guó)最早對(duì)外開放的行業(yè)之一,隨著旅游業(yè)的蓬勃發(fā)展,我國(guó)酒店業(yè)將得到更大的發(fā)展機(jī)會(huì)。而隨著人們生活與消費(fèi)方式的轉(zhuǎn)變,酒店的功能,尤其是高星級(jí)酒店的功能與以往相比有了很大的變化,消費(fèi)者對(duì)酒店的功能性要求也越來(lái)越高�，F(xiàn)代酒店是由客房、餐廳、酒吧、商場(chǎng),以及宴會(huì)、會(huì)議、通訊、娛樂、健身等設(shè)施組成,能夠滿足客人在吃、住、行、游、購(gòu)、娛、通訊、商務(wù)、健身等各種需求的多功能、綜合性的服務(wù)設(shè)施。新的消費(fèi)趨勢(shì)使住宿條件在整個(gè)酒店體系的權(quán)重有所減低,人們來(lái)酒店消費(fèi),很多時(shí)候僅僅是因?yàn)椴惋嫽蛘邥?huì)議的需求。例如政府或者公司的宴會(huì)或者商務(wù)性的餐飲消費(fèi)、培訓(xùn)的開展、發(fā)布會(huì)或者婚宴的舉行等等,這些新的服務(wù)項(xiàng)目在為酒店帶來(lái)高額利潤(rùn)的同時(shí),也加速了酒店部門的轉(zhuǎn)型和改革。 面對(duì)這些市場(chǎng)需求的轉(zhuǎn)變,酒店必須把握市場(chǎng)機(jī)會(huì),以市場(chǎng)為導(dǎo)向,圍繞市場(chǎng)開展改革工作。對(duì)于酒店餐飲部門而言,市場(chǎng)營(yíng)銷是酒店餐飲經(jīng)營(yíng)活動(dòng)的重要組成部分,它始于酒店提供產(chǎn)品和服務(wù)之前,研究賓客的需要和促進(jìn)客源的增長(zhǎng),開發(fā)酒店市場(chǎng)的潛力,增進(jìn)酒店的收益。市場(chǎng)營(yíng)銷涉及到滿足賓客的需求產(chǎn)品--從酒店流通到賓客的一切業(yè)務(wù)活動(dòng),最終實(shí)現(xiàn)預(yù)設(shè)的經(jīng)營(yíng)目標(biāo)。市場(chǎng)營(yíng)銷不僅僅是單一的推銷模式,它涉及的面廣而深,包含了市場(chǎng)營(yíng)銷的調(diào)查,產(chǎn)品的設(shè)計(jì)、開發(fā)和定價(jià),產(chǎn)品推廣,渠道流通等等方面的內(nèi)容。 本文選取了四川省最早的五星級(jí)酒店之一——錦江賓館作為研究對(duì)象,現(xiàn)有的相關(guān)研究大多數(shù)探討了酒店經(jīng)營(yíng)管理中某一方面問題,基本上都是針對(duì)酒店產(chǎn)品整體,研究對(duì)于目前酒店的營(yíng)銷模式、管理機(jī)制、成本控制方面給出了一定的理論指導(dǎo)�？创龁栴}的角度也都是從專家學(xué)者的角度加以探討的。然而,從酒店本身的角度,立足于市場(chǎng)不斷細(xì)分化的背景,來(lái)衡量酒店的餐飲是否已充分發(fā)掘其發(fā)展?jié)摿Φ难芯?來(lái)看酒店產(chǎn)品是否能夠滿足消費(fèi)者餐飲會(huì)議等方面的需求,從而為酒店餐飲的進(jìn)一步專業(yè)化發(fā)展提供建設(shè)性的具體的參考意見,這方面的研究相對(duì)缺乏。本文主要以四川錦江賓館為研究對(duì)象,探討如何提升錦江賓館餐飲部產(chǎn)品的質(zhì)量與其市場(chǎng)營(yíng)銷策略的完善。 四川錦江賓館是中國(guó)西南地區(qū)首家五星級(jí)酒店,同時(shí)也是一家全資國(guó)有酒店。作為國(guó)企,相對(duì)而言,四川錦江賓館在管理和制度的轉(zhuǎn)型方面是比較成功的,但是與一些先進(jìn)的外資酒店相比較,依然存在著很多需要改進(jìn)與提高的地方。餐飲部作為錦江賓館一個(gè)重要的組成部分,也受到了一些影響,很多情況下還是憑經(jīng)驗(yàn)運(yùn)作的成分較大,對(duì)市場(chǎng)營(yíng)銷的理念全面的了解和實(shí)施還需要提高。本文選取錦江賓館餐飲部作為研究對(duì)象,運(yùn)用最新的營(yíng)銷理論,結(jié)合實(shí)際,對(duì)其營(yíng)銷戰(zhàn)略進(jìn)行探討,將著重討論在新經(jīng)濟(jì)背景下的酒店與餐飲市場(chǎng)競(jìng)爭(zhēng)中,錦江賓館餐飲部應(yīng)該怎樣運(yùn)用它自身的品牌優(yōu)勢(shì),不斷創(chuàng)新提高營(yíng)銷方法和營(yíng)銷觀念,將營(yíng)銷觀念從傳統(tǒng)的營(yíng)銷觀念向現(xiàn)代的營(yíng)銷觀念轉(zhuǎn)變,并將這些營(yíng)銷觀念落實(shí)到實(shí)際工作中。通過(guò)酒店餐飲與營(yíng)銷的緊密結(jié)合,把酒店的餐飲作大做強(qiáng)。試圖通過(guò)個(gè)案分析,找到一個(gè)其它同類酒店餐飲會(huì)議等功能性部門可以借鑒的營(yíng)銷戰(zhàn)略制訂、分析、實(shí)施的模式。 本文的主要研究?jī)?nèi)容如下: 第一部分為文章的緒論部分,首先介紹了本文的研究背景,并從理論和實(shí)際兩方面對(duì)文章的研究意義作了闡述;然后對(duì)本文的研究方法與創(chuàng)新點(diǎn)作了說(shuō)明,在著重對(duì)關(guān)于酒店?duì)I銷、酒店餐飲營(yíng)銷和一般餐飲產(chǎn)品營(yíng)銷理論的國(guó)內(nèi)外的最新研究成果作了敘述和評(píng)論后,對(duì)本文的基本思路與邏輯結(jié)構(gòu)作了概述。 第二部分是根據(jù)已有文獻(xiàn)的吸收總結(jié)以及從錦江賓館餐飲產(chǎn)品的實(shí)際情況出發(fā),提出了本文研究的理論前提條件:顧客對(duì)酒店餐飲產(chǎn)品的需求水平與滿意程度,決定了顧客消費(fèi)的頻率與酒店收入的增長(zhǎng)。而市場(chǎng)營(yíng)銷策略的全面完善,是決定顧客需求水平與滿意程度的關(guān)鍵。立足于該前提條件,提出了本文研究的總體構(gòu)思框架:提升酒店餐飲部收益需要顧客有最佳的滿意度與消費(fèi)欲望。而這兩者需要市場(chǎng)營(yíng)銷策略的全面完善與實(shí)施。因此,本章提出以營(yíng)銷策略為重點(diǎn)提升四川錦江賓館餐飲部實(shí)力,創(chuàng)造錦江賓館餐飲部品牌的決策成為必然。通過(guò)介紹完善餐飲部市場(chǎng)營(yíng)銷策略的重要性,說(shuō)明本文選擇了四川錦江賓館的餐飲部的市場(chǎng)營(yíng)銷策略作為研究方向的原因,指明了高星級(jí)酒店完善餐飲會(huì)議等多功能性的必要性,因?yàn)榫频甑臓I(yíng)銷水平,很大的程度上是酒店是否重視營(yíng)銷觀念、營(yíng)銷戰(zhàn)略所決定的。 第三部分主要是對(duì)四川錦江賓館餐飲部現(xiàn)狀分析與問題的說(shuō)明。說(shuō)明了四川錦江賓館餐飲部的經(jīng)營(yíng)管理與營(yíng)銷現(xiàn)狀,明確了分析的目標(biāo),根據(jù)錦江賓館餐飲部產(chǎn)品的特征和現(xiàn)狀,總結(jié)了錦江賓館餐飲部產(chǎn)品現(xiàn)狀和存在的具體問題主要有三點(diǎn),分別是:一、產(chǎn)品與個(gè)性化服務(wù)的穩(wěn)定性與創(chuàng)新需要加強(qiáng);二、網(wǎng)絡(luò)等新的渠道與促銷工具應(yīng)用較少;三、整體營(yíng)銷的觀念沒有深入人心,忽略了服務(wù)過(guò)程的整體性。 第四部分是通過(guò)用SWOT分析法,選擇了影響錦江賓館餐飲部消費(fèi)者的各個(gè)環(huán)境要素,并作出了較為詳細(xì)的闡述,分析錦江賓館餐飲部的內(nèi)部?jī)?yōu)勢(shì)、劣勢(shì)分析,外部的機(jī)會(huì)與威脅分析,并通過(guò)市場(chǎng)選擇,明確了錦江賓館的目標(biāo)市場(chǎng)。最后,根據(jù)SWOT分析與目標(biāo)市場(chǎng)選定的結(jié)果,通過(guò)對(duì)比分析,得出環(huán)境分析的結(jié)論。 第五部分是針對(duì)第三部分提出的問題,通過(guò)第四部分的分析,提出了關(guān)于完善錦江賓館餐飲部市場(chǎng)營(yíng)銷策略的對(duì)策建議,分別是:一、堅(jiān)持產(chǎn)品創(chuàng)新,加強(qiáng)個(gè)性化服務(wù);二、多渠道經(jīng)營(yíng)與促銷,構(gòu)建信息化平臺(tái);三、合理運(yùn)用有形證據(jù),重視服務(wù)過(guò)程互動(dòng)性。通過(guò)產(chǎn)品、促銷、渠道、人、有形證據(jù)、過(guò)程等戰(zhàn)略的結(jié)合運(yùn)用,對(duì)其營(yíng)銷戰(zhàn)略實(shí)施提出了相應(yīng)的組合策略。 希望通過(guò)以上對(duì)策建議的提出,能夠?qū)μ岣咤\江賓館餐飲部市場(chǎng)營(yíng)銷程度,提升酒店餐飲部品牌有一定的啟示作用。 本文在選題上緊扣實(shí)際,結(jié)合營(yíng)銷學(xué)理論對(duì)特定酒店的營(yíng)銷戰(zhàn)略進(jìn)行了實(shí)證性的探討,并采用了較多的第一手資料對(duì)酒店內(nèi)外部環(huán)境進(jìn)行了詳細(xì)的分析。對(duì)酒店餐飲部有一定的實(shí)戰(zhàn)意義和指導(dǎo)作用,對(duì)其它酒店餐飲會(huì)議等營(yíng)銷活動(dòng)均有參考價(jià)值。 本文的主要?jiǎng)?chuàng)新之處主要表現(xiàn)在研究對(duì)象上的創(chuàng)新。通過(guò)相關(guān)資料的檢索和查閱,目前我國(guó)學(xué)者對(duì)于酒店的相關(guān)研究重點(diǎn)主要集中在整體的經(jīng)營(yíng)管理與營(yíng)銷策略方面,本文則選取了更加細(xì)分化的研究對(duì)象,試圖把餐飲部作為一個(gè)相對(duì)獨(dú)立的生產(chǎn)與營(yíng)銷單元,引入SWOT,7P以及顧客滿意等相關(guān)理論,研究它們之間的關(guān)聯(lián)促進(jìn)關(guān)系,及在此基礎(chǔ)上探討提高酒店餐飲部產(chǎn)品的競(jìng)爭(zhēng)力與營(yíng)銷策略研究,以此針對(duì)酒店的餐飲產(chǎn)品的發(fā)展與完善來(lái)進(jìn)一步提出相應(yīng)的對(duì)策和建議。這不管是理論上還是實(shí)踐運(yùn)用上都是有很大的研究空間和研究意義。
[Abstract]:The hotel industry is one of the earliest open industries in China . With the rapid development of tourism industry , the hotel industry will get more development opportunities . With the change of people ' s life and consumption mode , the function of the hotel , especially the high - star hotel , has changed greatly .



In the face of the transformation of these market demands , the hotel must seize the market opportunity and carry out the reform work around the market . For the hotel and beverage department , the marketing is an important part of the hotel ' s catering operation . It starts with the demand of guests and promotes the growth of the customer sources , the potential of the hotel market and the benefits of the hotel . The marketing is not only a single marketing mode , but also includes marketing research , product design , development and pricing , product promotion , channel circulation and so on .



This paper has selected one of the earliest five - star hotels in Sichuan as the research object , and most of the related researches have discussed the problems in the hotel management .



The Jinjiang Hotel in Sichuan is the first five - star hotel in southwest China , and it is a wholly state - owned hotel . As a state - owned enterprise , it is relatively successful in the transformation of management and system .



The main contents of this paper are as follows :



The first part is the introduction part of the article , first introduces the research background of this paper , and explains the research significance of the article from both theory and practice . Then the research methods and innovation points of this paper are described , and the basic idea and logical structure of this paper are summarized after the recent research results of hotel marketing , hotel catering marketing and general catering product marketing theory are described and commented .



The second part , based on the summary of the absorption of the existing literatures and the actual situation of the catering products from the JinJiang Hotel , puts forward the theoretical precondition of the study . The overall perfection of the marketing strategy is the key to the customer ' s demand level and the satisfaction degree .



The third part is mainly about the analysis and the problems of the present situation of the restaurant and beverage department of the Jinjiang Hotel in Sichuan . The article explains the management and marketing situation of the restaurant and beverage department of Jinjiang Hotel in Sichuan , and makes clear the goal of the analysis . According to the characteristics and the present situation of the products in the restaurant and beverage department of JinJiang Hotel , the article summarizes the present situation and the existing problems of the product of the restaurant and beverage of the JinJiang Hotel .



In the fourth part , by SWOT analysis method , the environmental factors influencing the consumers of the catering department of JinJiang Hotel are selected , and the internal advantages , disadvantages , opportunities and threat analysis of Jinjiang Hotel are analyzed , and the target market of JinJiang Hotel is defined through market selection . Finally , according to SWOT analysis and the selected results of the target market , the conclusion of environmental analysis is drawn through comparative analysis .



The fifth part is aiming at the third part , through the analysis of the fourth part , put forward the countermeasure suggestion about improving the marketing strategy of the catering department of JinJiang Hotel , namely , insist on the product innovation , strengthen the personalized service ; secondly , multi - channel management and promotion , build the information platform ; 3 , reasonable use of the tangible evidence , pay attention to the interaction of the service process . Through the combination of product , promotion , channel , person , tangible evidence , process and other strategies , the corresponding combination strategy is put forward for its marketing strategy implementation .



It is hoped that through the above countermeasures , it is possible to improve the marketing level of the catering department of Jinjiang Hotel and improve the brand of restaurant and beverage .



In this paper , we discuss the practical situation of the hotel ' s marketing strategy based on the theory of marketing , and make a detailed analysis of the hotel ' s internal and external environment with more first - hand information . It has some practical significance and guidance to the hotel and beverage department , and has reference value to other marketing activities such as hotel and beverage conference .



This paper mainly focuses on the innovation in the research object . Through the retrieval and inspection of the relevant information , the research focus on the hotel is mainly focused on the overall management and marketing strategy . In this paper , the relationship between them is studied .

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F719.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張江恒;單體經(jīng)濟(jì)型酒店全景整合式電子商務(wù)平臺(tái)研究[D];南昌大學(xué);2011年

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本文編號(hào)：1716626