7天连锁酒店服务营销策略浅析

A Brief Analysis of Seven-day Chain Hotel Service Marketing Strategy

运用了服务营销策略的相关理论,采用文献研究和实地调研相结合的方法,对7天连锁酒店的服务营销策略进行了研究。针对7天连锁酒店服务营销策略在实施过程中存在的问题提出了相应的解决策略。研究表明:7天连锁酒店存在产品无特色导致同质化严重,价格波动幅度较大引起消费者不满,扩张迅速导致酒店专业人才缺乏,过度依赖第三方平台致使企业获得的利润较低等问题,针对7天连锁酒店服务营销策略中存在的问题,提出了产品多样化、制定合理的定价策略、完善考评奖励机制、优化直接销售渠道等改进措施。研究结果对7天连锁酒店改进服务营销策略具有一定的借鉴意义,对其他经济型酒店的服务营销策略实施具有一定的参考价值。

Based on the relevant theories of service marketing strategy and the combination of literature research and field research,the service marketing strategy of 7-day hotel chain was studied.To solve the problems existing in the implementation of 7-day chain hotel service marketing strategy,the corresponding solutions are proposed.Research showed that 7 days inn is the product characteristics lead to serious homogeneity,the price volatility is larger cause consumer dissatisfaction,expand rapidly lead to hotel professionals lack,over-reliance on third-party platform that corporate profits is low,for 7 days inn the problems existing in the service marketing strategy,put forward the product diversification,formulate reasonable pricing strategy,improve the appraisal reward mechanism,optimization of direct sales channels such as improving measures.The research results have certain reference significance to the improvement of service marketing strategy of 7-day chain hotels and the implementation of service marketing strategy of other budget hotels.