我国主题酒店营销探析

Marketing of Theme Hotels in China

体验经济时代的到来使得国内主题酒店面临新的机遇和挑战,不能准确把握消费者需求、营销理念过时、缺乏新颖的营销策略等问题成为主题酒店不能完全适应现阶段消费者行为和需求转变的障碍。本文提出在主题酒店实施体验营销的观点,并从制定体验营销战略和体验营销组合策略两方面着手分析,使主题酒店能更好地满足消费者的体验需求,实现自身长远发展。

With the arrival of the experience economy,domestic theme hotels are facing new opportunities and challenges.They can not fully meet the current demand and consumers＇ changing behaviors,not accurately grasping consumer demand,outdated marketing concept,lacking of new marketing strategy and so on.The paper proposes implementing experience marketing in domestic theme hotels,and makes an analysis by making experience marketing strategy and experience marketing mix strategy,in order to better respond consumers＇ demand for domestic theme hotels,and realize their own long-term development.