MBA教育中心知识库

青海是我国的旅游大省，丰富的旅游资源吸引着国内外游客前来观光和旅游，这也为青海的旅游业带来了机遇。始建于2005年的青海银龙酒店，是西宁市第一家按照五星级标准修建的高端商务酒店，经过多年的经营，已成为西宁高端酒店中非常有竞争力的一家酒店。但近年来由于疫情的影响，加之酒店行业竞争的日益加剧，青海银龙酒店在营销管理上暴露出了很多的问题，例如服务流程不畅、营销渠道单一、人员素质普通等一系列问题。因此，要改变目前的状况，青海银龙酒店必须对现有的市场营销策略进行进一步的优化。

本文按照7P营销理论并结合市场调研认真分析青海银龙酒店目前存在的营销策略问题。本文通过PEST分析和SWOT分析法，分析了青海银龙酒店所处的内部和外环境以及所面临的威胁和机会。同时，采用7P营销理论，探讨青海银龙酒店产品、价格、推广、渠道、人员、过程及有形展示等方面的营销策略该如何进一步优化，以及实施该优化策略所需要的保障措施。

本研究发现，青海银龙酒店面临的主要威胁包括不断增长的市场竞争、消费者需求和偏好的变化等。为应对这些威胁，青海银龙酒店应该加强品牌建设，提高服务质量，强化市场营销和创新，积极寻求新的市场机会。在7P营销理论方面，本文建议青海银龙酒店应注重产品品质，提供差异化的服务体验，建立良好的客户关系，加强网络营销和社交媒体的运用，加强员工培训和发展，提升服务流程和酒店硬件环境的质量。希望通过本次研究，帮助青海银龙酒店了解市场竞争环境和消费者需求，优化现有的市场营销策略，提高青海银龙酒店的经济效益。同时，也希望本研究的方法和思路对其他高端酒店的市场营销策略优化提供一定的借鉴和参考。

Qinghai is a major tourism province in China with rich tourism resources that attract tourists from both domestic and international markets, presenting opportunities for the tourism industry in Qinghai. The Qinghai Yinlong Hotel, the first high-end foreign hotel built according to five-star standards in Xining in 2005, has become a highly competitive hotel among the city's high-end hotels over the years. However, due to the impact of the pandemic and increasing competition in the hotel industry, the Qinghai Yinlong Hotel has encountered marketing management issues such as poor service processes, single marketing channels, and ordinary staff quality. To overcome these challenges, the hotel must optimize its marketing strategies. This study analyzes the marketing strategy problems of the Qinghai Yinlong Hotel using the 7P marketing theory and market research. The study also applies Porter's five forces model and SWOT analysis to identify the hotel's current threats and opportunities. Moreover, the study explores how to optimize the marketing strategy of the Qinghai Yinlong Hotel further. This involves examining the product, price, promotion, channel, personnel, process, and tangible display aspects of the hotel, along with the guarantee measures necessary to implement the optimized strategy. The study finds that the main threats faced by the hotel include growing market competition and changes in consumer demand and preference. To cope with these threats, the hotel must strengthen brand building, improve service quality, enhance marketing and innovation, and seek new market opportunities actively. Based on the 7P marketing theory, the study recommends that the hotel should focus on product quality, provide a differentiated service experience, establish excellent customer relationships, strengthen online marketing and social media use, prioritize human resource training and development, and improve service processes and the hotel's hardware environment quality. Ultimately, the study hopes to help the Qinghai Yinlong Hotel better understand the competitive market environment and consumer demand, optimize its marketing strategies, and improve its revenue. Additionally, this study's methods and ideas aim to provide reference and guidance for other high-end hotels in optimizing their marketing strategies.