摘 要随着我国经济的快速发展，酒店行业也越来越成熟规范。作为以服务为主要营业手段的酒店业，应迅速转变营销理念，以服务为契机，率先抢占先机，以服务营销作为酒店营销的主要方向，从而实现酒店的经营目标。本文以厦门佰翔五通酒店为研究对象，在梳理国内外文献的基础上，深入调研，运用 SWOT 分析模型分析了厦门佰翔五通酒店的服务营销策略上的优势、劣势、机会和威胁。针对厦门佰翔五通酒店当前营销在价格、促销、交通、服务、市场定位、渠道等存在的问题，提出酒店服务营销策略优化的建议。关键词：服务营销策略；有效对策；SWOT 分析法AbstractWith the rapid development of China's economy, the hotel industry is also becoming more and more mature and standardized. As the hotel industry with service as the main means of operation, quickly change the marketing concept, take the service as an opportunity, seize the opportunity to service marketing as the main direction of hotel marketing, so as to achieve the hotel's marketing objectives. This paper takes Xiamen Baixiang Wutong hotel as the research object on the basis of combing domestic and foreign literature, in-depth investigation and application of SWOT Analysis analyzes the advantages and disadvantages of Xiamen Baixiang Wutong hotel, opportunities and threats.In view of the problems of price, promotion, transportation, service, and market positioning, channels in the current marketing of Xiamen Baixiang Wutong hotel, this paper puts forward some Suggestions on the optimization of hotel service marketing strategy.Key words:Service Marketing Strategy; Effective Countermeasures;SWOT Analysis目 录1 引言.............................................................11.1 研究背景及意义..................................................11.1.1 研究背景......................................................11.1.2 研究意义......................................................11.2 国内外研究现状...................
