摘 要国家大力发展旅游业，许多品牌酒店纷纷入驻宁德，行业竞争越发激烈。那如何在激烈的市场竞争中脱颖而出，成为宁德美伦大饭店面临的首要问题。论文在了解宁德美伦大饭店的基本情况，现状和存在的问题的基础上，根据营销环境，对饭店所处的市场环境进行分析，并采用 STP 分析法对饭店进行准确的市场定位。然后，根据饭店实际情况制定切实可行的服务营销组合(7P)策略，并提出相应的实施保障措施，以期为宁德美伦大饭店应对当前的市场竞争环境提供管理启示。关键词：宁德美伦大饭店；营销；服务；策略AbstractThe country vigorously develops the tourism industry, many brand hotels have settled in Ningde, and the industry competition has become fiercer. How to stand out in the fierce market competition has become the primary problem facing Ningde Meilun Hotel. On the basis of understanding the basic situation, current situation and existing problems of Ningde Meilun Hotel, the thesis analyzes the market environment of the hotel according to the marketing environment, and uses the STP analysis method to accurately position the hotel. Then, formulate a practical service marketing mix (7P) strategy according to the actual situation of the hotel, and put forward corresponding implementation guarantee measures, in order to provide management inspiration for Ningde Meilun Hotel to deal with the current market competition environment.Keywords: Ningde Meilun Hotel; Marketing; Service; Strategy目 录第一章 绪论.........................................................11.1 研究背景和意义..............................................11.1.1 研究背景..............................................11.1.2 研究意义..............................................11.2 国内外研究现状..............................................2 1.2.1 国内研究现状..............................................21.2.2 国外研究现状..............................................3第二章 饭店营销相关理论基础..........
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