基于顾客让渡价值的酒店营销策略及评价体系的建立

Establishment of Hotel Marketing Strategy and Evaluation System Based on Customer Delivered Value

营销管理的实质是进行顾客需求的管理。从顾客让渡价值理论体系分析认为,酒店营销管理应从顾客需求和顾客满意出发,努力提高顾客让渡价值。以往对顾客让渡价值理论的研究偏向于定性研究,缺乏直观的量的体现。通过建立酒店顾客让渡价值评价体系,在结合该体系研究的基础上,提出酒店可以结合定量研究,发现问题并采取措施来提升顾客让渡价值,进而最终提高顾客满意度。

The essence of marketing management is demand management.The hotel must start from the customer needs and customer satisfaction,and strive to improve customer delivered value.In the past,the theory of customer delivered value is inclined to the qualitative research.Through the establishment of hotel customer delivered value evaluation system,the hotel can be combined with quantitative research,identify problems and take measures to improve customer delivered value,and ultimately improve customer satisfaction.