对上海市高星级酒店市场定位的比较研究——基于酒店宣传手册的分析

A Comparative Study on the Positioning of Luxury Hotels in Shanghai Based on the Analyzing of Hotel Brochures

宣传手册作为向消费者传递酒店市场定位信息的一种渠道和表明酒店服务质量的一种有形证据,其作用在酒店的营销活动中不可忽视。通过对比上海市20家四星、五星级酒店的宣传手册,文章着重从三个方面比较分析了这些酒店在市场定位上的差异,即在酒店产品和服务组合、市场形象和消费者购买酒店产品和服务后所获得的利益等的差异,并指出了上海市高星级酒店在市场定位中存在的问题,在此基础上提出了进行市场定位的建议。

As a way to transmit information to consumers and a physical evidence to indicate service quality at hotels,brochures play an important role in marketing.By comparing 20 brochures collected from four-star and five-star hotels in Shanghai,this paper analyses the differences in positioning among these hotels in three aspects： complex of hotel product and service,the market＇s image and consumers＇ benefits from the purchase of hotel product and service,and points out the problems of positioning and offers some suggestions on positioning.