经济型酒店消费者行为分析及营销策略——以HZ酒店为例

Consumer behavior analysis and marketing strategy of ceonomy hotel:taking HZ Hotel as an example

文章运用问卷调查和实证分析的方法,对HZ酒店消费者行为进行调查,首先得出了该酒店的品牌优势、高满意度是消费者光顾的重要因素,网络营销是该酒店的营销短板。其次分析了消费者消费动机、订房方式与心理价位,接着根据消费者决策过程分析了品牌、地理位置和价格等因素对消费者决策的影响,最后运用现代营销理论提出了加强品牌营销、网络营销和激励员工的对策建议。

This article investigates the consumer behavior of HZ hotel by employing the method of questionnaire survey and empirical analysis.Firstly,it draws the conclusion that the brand superiority of the hotel and the high satisfactory index are important factors that attract consumers while the online marketing is the weak point of this hotel.Then the article analyzes the consumption motive of consumers,the booking method,the psychological price,the influence of the brand,the geographical position and the price on the consumer decision-making according to the consumer decision-making process.Finally,the modern marketing theory is employed to put forward suggestions on strengthening the brand marketing,the network marketing and encouraging employees.