摘要酒店住宿业、旅行社业与交通客运业为旅游业的三大支柱产业，酒店行业之所以位于产业之首，是因为它不仅能够有效地促进经济增长、保障就业率，而且对于提高人民生活水平也起到至关重要的作用。当前，酒店业已实现从起步到高速成长期的跨越，正在向成熟期迈进。伴随着国内市场国际化，国际市场国内化的趋势，消费者更加多样化、现代化、个性化的需要，经营者如何转变陈腐的运营理念，如何把现代市场营销的先进观念，有力手段，高效技术，科学方法与酒店业传统经营模式相融合，如何正确处理新形势下的现代酒店营销，如何运用服务营销策略抢占先机，获取更多市场份额，将是未来任何一家酒店都无法逃避的，且亟待解决的重要课题。本文以锦江之星经济型酒店为案例，侧重分析该酒店的服务营销策略，总结成功经验之余指出不足，并提出相应改进建议，推动酒店行业不断完善服务措施提高经济效益。关键词：经济型酒店；锦江之星；市场营销；SWOT分析；服务营销策略ABSTRACTHotelaccommodationindustry,travelagencyindustryandtransportationpassengertransportindustryforthetourismindustry'sthreepillarindustries,thehotelindustryislocatedinthefirstplaceintheindustry,becauseitcannotonlyeffectivelypromoteeconomicgrowth,protecttheemploymentrate,butalsotoimprovepeople'slivingstandardsAlsoplayavitalrole.Atpresent,thehotelhasbeenachievedfromthestarttothehigh-speedgrowthperiodoftheleap,istomaturetothestage.Withthedomesticmarketinternationalization,theinternationalmarket,thetrendofdomesticconsumersincreasinglydiversified,modern,personalizedneeds,howoperatorsHowtocorrectlydealwiththemodernhotelmarketingunderthenewsituation,howtousetheservicemarketingstrategytoseizethefirstplace,howtocorrectlydealwiththemodernhotelmarketingunderthenewsituation,howtousetheservicemarketingstrategytoseizethefirstMachine,toobtainmoremarketshare,willbethefutureofanyhotelcannotescape,andurgentissuestobesolved.Inthispaper,takingJinjiangStarasanexample,thispaperfocusesontheanalysisoftheservicemarketingstrategyofthehotel,summarizestheshortcomingsofsuccessfulexperience,andputsforwardcorrespondingsuggestionstoimprovethehotelindustrytoimprovetheservicemeasuresandimprovetheeconomicbenefits.Keywords:economyhotel;Jinjiangstar;marketing;SWOTanalysis;servicemarketingstrategy目录1绪论........................................................................................................11.1研究背景与意义..................................................................................11.1.1研究背景...........................................................................................11.1.2研究意义...........................................................................................11.1.3服务营销策略意义...........................................................................21.2国内外服务营销研究现状..................................................................21.2.1国内研究现状...................................................................................21.2.2国外研究现状...................................................................................31.3研究方法..............................................................................................41.4研究思路..............................................................................................42基本理论................................................................................................43锦江之星现状分析...............................................................................43.1锦江之星基本情况.....
