基于SPACE分析法的泰宁金湖宾馆服务营销探析

Service Marketing of Jinhu Hotel in Taining Based on SPACE Analysis

泰宁酒店业的竞争随着泰宁旅游业的发展而日趋激烈,如何在服务制胜的年代确定胜人一筹的营销战略,首要的一步的做好服务营销的战略定位。运用SPACE矩阵(Srategic Position and Action Evalution matrix)分析工具,结合酒店业的服务性特征,可以分析出泰宁金湖宾馆的服务营销的战略定位,即金湖宾馆应采取竞争型战略。最后根据分析结果,金湖宾馆需要侧重从竞争力方面具体实施进一步的服务营销策略。

With the development of Taining＇s tourism, the competition of hospitality industry in Taining has been increased. Then in order to find an overwhelming superiority of marketing strategy in this era of service-oriented, the most important thing is positioning the strategy of service marketing properly. Based on the analysis of SPACE （Srategic Position and Action Evalution matrix） and the characteristics of service in hotel industry, the strategic positioning of Jinhu Hotel＇s Service Marketing is concluded. That means Jinhu hotel should take competitive strategy. According to the results, Jinhu hotel should focus on its competitiveness to implement the further service marketing tactics.