毕业设计（论文）宁德美伦大饭店营销策略研究姓名陈婧红学号20180611126专业（班级）2018级市场营销专升本班学院经济管理学院指导教师李暾周俪职称讲师副教授完成日期2020年4月25日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。AbstractThe country vigorously develops the tourism industry,many brand hotels havesettled in Ningde,and the industry competition has become fiercer.How to stand outin the fierce market competition has become the primary problem facing NingdeMeilun Hotel.On the basis of understanding the basic situation,current situation andexisting problems of Ningde Meilun Hotel,the thesis analyzes the marketenvironment of the hotel according to the marketing environment,and uses the STPanalysis method to accurately position the hotel.Then,formulate a practical servicemarketing mix (7P)strategy according to the actual situation of the hotel,and putforward corresponding implementation guarantee measures,in order to providemanagement inspiration for Ningde Meilun Hotel to deal with the current marketcompetition environment.Keywords:Ningde Meilun Hotel;Marketing;Service;Strategy目录