论酒店商场营销形象

On the Marketing Image of Hotel Shops

酒店商场作为一个盈利实体,一直是酒店管理中比较忽视的部门。借助于Philip Kotler的企业营销形象理论及其双轴图评估工具,通过具体案例,分析了形成酒店商场营销形象的产品、服务、销售力、宣传和支持这五大要素,树立酒店商场良好的营销形象,使其发挥在旅游及酒店业中应有的作用。

Hotel shops are an entity to make profit, but they are often neglected in hotel management. This article aims at discussing the marketing image designed for hotel shops in virtue of the theory of corporate marketing image brought forward by Philip Kotler, an authority in the field of marketing management, to make hotel shops exert their functions that they should play in tourism and hotel industry.