长隆旅游景区度假型酒店的营销策略研究

目录

1 绪论 (1)

1.1 研究的背景 (1)

1.2研究的意义 (1)

2 度假型酒店概况 (1)

2.1 度假型酒店的发展状况 (1)

2.2 度假型酒店的竞争分析 (2)

3 广州长隆集团及广州长隆旅游景区度假型酒店简介 (3)

3.1 广州长隆集团简介 (3)

3.2 长隆旅游景区度假型酒店简介 (4)

3.2.1长隆酒店 (4)

3.2.2长隆熊猫酒店 (5)

3.2.3长隆香江酒店 (6)

3.2.4番禺香江大酒店 (7)

4 广州长隆旅游景区度假型酒店SWOT分析 (7)

4.1 优势(Strengths) (7)

4.2 劣势(Weakness) (8)

4.3 机遇(Opportunities) (9)

4.4 挑战(Threats) (9)

4.5 小结 (10)

5 广州长隆旅游景区度假型酒店营销策略存在问题及原因分析 .. 10

5.1 集团营销理念落后 (10)

5.2 促销渠道单调没有新意 (10)

5.3 产品不能满足差异需求 (11)

5.4 酒店设施设备老旧 (11)

6 广州长隆旅游景区度假型酒店营销策略设计 (11)

6.1 转变营销观念，改善营销方式 (11)

6.2 丰富酒店促销渠道策略 (12)

6.3产品服务差异化战略制定 (13)

6.4合理配置酒店资源，配套实施更新换代 (13)

7 广州长隆旅游景区度假型酒店的营销策略实施保障 (14)

7.1 注重市场调研和信息化建设 (14)

7.2 树立正确的营销战略观 (14)

7.3 优化企业组织结构 (14)

7.4 构建先进的企业文化 (15)

8 结论与展望 (15)

长隆旅游景区度假型酒店的营销策略研究

陈春琼

摘要：随着社会的发展和人们生活水平的提高。居民的闲暇时间增多，对文化精神需要增强，推进了社会旅游事业的发展。旅游事业的发展趋势渐渐由传统观光型向度假型旅游转变。这也直接导致了传统的旅游产业转型，旅游景区和度假型酒店的结合为人们提供了前所未有的服务创新。旅游业迎来了前所未有的蓬勃发展。现在旅游市场对于酒店特别是旅游景区度假型酒店的需求非常旺盛但同时也带来了很多经营存在的问题。企业也开始针对不同的问题开始制定合适自身的营销战略。本文对广州长隆旅游景区度假型酒店现状进行深入探索，指出其存在的问题提出解决的对策，促进中国旅游事业茁壮成长。

关键词：度假型酒店；旅游景区；营销策略；市场需求

Research on Marketing Strategy of Holiday Hotels in Changlong Tourism Area

By

Chen Chunqiong

March,2020

Abstract:With the development of society and the improvement of people's living standards. The leisure time of residents has increased, the need for cultural spirit has increased, and the development of social tourism has been promoted. The development trend of tourism industry has gradually changed from traditional sightseeing to holiday tourism. This has also directly led to the transformation of the traditional tourism industry. The combination of tourist attractions and resort hotels has provided unprecedented service innovation. The tourism industry has ushered in an unprecedented boom. Nowadays, the demand for hotels, especially tourist resorts, is very strong, but it also brings a lot of problems in business. Companies are also

beginning to develop their own marketing strategies for different issues. This paper deeply explores the current situation of the resort hotels in Guangzhou Changlong Tourism Scenic Spot, pointing out that the existing corporate marketing concepts are lagging behind, unable to meet the differences in demand, single promotion channels, etc., and propose solutions to the corresponding problems, and promote the prosperity of China's tourism industry. growing up.

Keywords: resort hotel; tourist attraction; marketing strategy; market demand