本文關(guān)鍵詞： 酒店?duì)I銷 關(guān)系營銷 顧客滿意度 假日酒店　出處：《昆明理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著中國的改革開放大潮和中國經(jīng)濟(jì)的蓬勃發(fā)展,中國國民經(jīng)濟(jì)的增長,中國居民生活水平的提高,與此同時(shí),中國企業(yè)之間的競爭也越來越激烈。傳統(tǒng)意義上的營銷方式和方法已經(jīng)跟不上服務(wù)業(yè)的發(fā)展步伐并且已起不到相應(yīng)的作用。為了更好的留住顧客,提高顧客滿意度,使企業(yè)在激烈的環(huán)境中得到發(fā)展,關(guān)系營銷對(duì)于企業(yè)的發(fā)展是必不可少的。但如何有針對(duì)性的實(shí)施關(guān)系營銷,則需企業(yè)根據(jù)自身的現(xiàn)狀做出合理的規(guī)劃。本文以大連假日酒店為例對(duì)其進(jìn)行研究分析,為酒店關(guān)系營銷的實(shí)施提供一些參考。文章對(duì)國內(nèi)外關(guān)于關(guān)系營銷的相關(guān)理論進(jìn)行了梳理;對(duì)關(guān)系營銷理論的發(fā)展?fàn)顩r進(jìn)行了總結(jié);對(duì)關(guān)系營銷以傳統(tǒng)營銷進(jìn)行了對(duì)比;闡述了關(guān)系營銷的層次以及市場(chǎng)細(xì)分的概念、細(xì)分方法以及意義。本文以大連假日酒店為研究對(duì)象,從酒店基本情況、市場(chǎng)細(xì)分,酒店的優(yōu)勢(shì)以及目前酒店?duì)I銷中所存在的問題等方面對(duì)大連假日酒店的營銷現(xiàn)狀進(jìn)行了分析。運(yùn)用德爾菲法確定大連假日酒店的關(guān)系營銷體系指標(biāo),并采用模糊綜合評(píng)價(jià)法對(duì)該體系的合理性進(jìn)行判斷。最后給出了大連假日酒店在實(shí)施關(guān)系營銷時(shí)的保障措施。
[Abstract]:With the great tide of China's reform and opening up and the vigorous development of China's economy, the growth of China's national economy, the improvement of the living standards of Chinese residents, at the same time. Traditional marketing methods and methods have not kept pace with the development of the service industry and have not played a corresponding role in order to better retain customers. Improve customer satisfaction, so that enterprises in the fierce environment to develop, relationship marketing is essential for the development of enterprises. But how to implement targeted relationship marketing. Enterprises need to make a reasonable plan according to their own situation. This paper takes the Dalian Holiday Inn as an example to study and analyze it. To provide some reference for the implementation of hotel relationship marketing. The development of relationship marketing theory is summarized. The relationship marketing is compared with traditional marketing. This paper describes the level of relationship marketing and the concept of market segmentation, segmentation methods and significance. This paper takes Dalian Holiday Inn as the research object, from the hotel basic situation, market segmentation. The advantages of hotel and the problems existing in hotel marketing are analyzed. The relationship marketing system index of Dalian Holiday Inn is determined by Delphi method. The rationality of the system is judged by fuzzy comprehensive evaluation method. Finally, the guarantee measures of Dalian Holiday Inn in implementing relationship marketing are given.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719.2;F274

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本文編號(hào)：1447450