摘要

自上世纪90年代末我国出现经济型酒店以来，经过近20多年的不断发展，经济型酒店越来越受到广大游客欢迎的同时，也因其其投资小，收益大，周期短等特点，成为了我国酒店业的投资的热点。经过市场研究发现，我国的经济型酒店在发展的过程中也不可避免地出现了很多不足之处。特别是国内外中端品牌酒店及大量的中端单体酒店的不断发展，这些因素直接给经济型酒店带来了巨大的竞争压力，加之随着人们经济水平的改善，旅游行业随之兴起，经济型酒店竞争非常激烈，产品同质化严重，市场价格战层出不穷，规模盲目扩大，导致行业泡沫的产生，经济型酒店的盈利能力备受质疑，怎样增加经济型酒店的利润成为关键。因此，经济型酒店的改革迫在眉睫。

本文选取地方性非连锁经济型酒店—邦国酒店为例进行研究，通过对其市场营销环境进行研究，并结合酒店现有营销策略实施效果及所存在的问题深入分析，在有针对性地优化完善其营销策略的基础上，提升该酒店的市场竞争力，同时其改善策略也可为我国其他单体经济型酒店发展提供参考。本研究聚焦地方性非连锁经济型酒店的发展。研究以邦国酒店为具体研究对象，对酒店现有经营策略进行深入了解，全面剖析酒店现有营销组合策略，通过对酒店市场营销环境的分析，发现酒店发展存在的优势与劣势，为企业营销策略改进提供建议，同时为我国其他地方性非连锁型经济型酒店发展提供借鉴。

关键词：单体经济型酒店 环境分析 营销策略

Abstract

Since the emergence of economic hotels in China in the late 1990s,after more than 20 years of continuous development,economic hotels have been more and more popular with tourists, but also because of their small investment, large income, short cycle and other characteristics. Has become our country hotel industry investment hot spot.Through market research,it is found that there are many shortcomings in the development of economy hotels in China. Especially the continuous development of middle-end brand hotels and a large number of middle-end single hotels at home and abroad,these factors directly bring great competitive pressure to economy hotels, and with the improvement of people's economic level, tourism industry rises. Economy hotel competition is very fierce, product homogenization is serious,market price war is endless, scale blindly expands,leading to industry bubble, the profitability of economy hotel is questioned, how to increase the profit of economy hotel becomes the key. Therefore, the reform of economy hotel is urgent.

This paper selects the local non-chain economy hotel-Bangguo Hotel as an example to study its marketing environment,and analyzes the implementation effect and existing problems of the existing marketing strategy of the hotel. On the basis of optimizing and perfecting its marketing strategy,the hotel's market competitiveness can be improved,and its improvement strategy can also provide reference for the development of other single economy hotels in China. This study focuses on the development of local non-chain economy hotels.Taking Bangguo Hotel as the specific research object,this paper deeply understands the existing managementstrategy of the hotel,analyzes the existing marketing combination strategy of the hotel in an all-round way, and finds out the advantages and disadvantages of the hotel development through the analysis of the hotel marketing environment.