漳州职业技术学院学报
漳州職業技術學院學報
장주직업기술학원학보
JOURNAL OF ZHANGZHOU TECHNICAL INSTITUTE
2013年
4期
48-52
,共5页
酒店市场%差异化营销%漳州市
酒店市場%差異化營銷%漳州市
주점시장%차이화영소%장주시
hotel market%differential marketing%Zhangzhou
漳州酒店市场发展健康,市场增长较快,但目前发展水平不高,高端酒店需求不足,精品中端商务酒店较少,经济快捷型酒店品牌入驻有限,无法满足客户需求。概述漳州酒店市场的发展现状,分析漳州细分酒店市场差异性,并从产品、渠道、价格和促销方面,探讨了漳州酒店市场的差异化营销策略,最后提出漳州酒店市场的未来发展趋势。
漳州酒店市場髮展健康,市場增長較快,但目前髮展水平不高,高耑酒店需求不足,精品中耑商務酒店較少,經濟快捷型酒店品牌入駐有限,無法滿足客戶需求。概述漳州酒店市場的髮展現狀,分析漳州細分酒店市場差異性,併從產品、渠道、價格和促銷方麵,探討瞭漳州酒店市場的差異化營銷策略,最後提齣漳州酒店市場的未來髮展趨勢。
장주주점시장발전건강,시장증장교쾌,단목전발전수평불고,고단주점수구불족,정품중단상무주점교소,경제쾌첩형주점품패입주유한,무법만족객호수구。개술장주주점시장적발전현상,분석장주세분주점시장차이성,병종산품、거도、개격화촉소방면,탐토료장주주점시장적차이화영소책략,최후제출장주주점시장적미래발전추세。
Zhangzhou hotel market keeps healthy development and growths rapidly. But the development level is not high at present. The demand for high-end hotel market is insufficient, boutique mid-scale business hotel is less, the settled brands of economy hotel is limited, which aren’t able to meet customer demands. This paper summarizes the present situation of Zhangzhou hotel market and analyzes the differential segment market. Then this article discusses the differential marketing strategy of Zhangzhou hotel market in the fields of product strategy, pricing strategy, promotion strategy and channel strategy. Lastly, the prospects for the hotel market in Zhangzhou are pointed out.