-I- 摘要 随着当今社会经济的快速发展，人们的生活消费选择越来越多样化，居民旅游消 费呈现增长态势，带动了酒店欧亿·体育（中国）有限公司也迎来了一波发展的高潮，催生了不同类型的酒 店和度假村在城市的各个角落拔地而起，给了人们从经济型酒店、民宿、主题客栈， 到商务、旅游、度假住宿等越来越多元化的选择空间。洲顿庄园酒店位于河北省秦 皇岛市北戴河区，成立于2018年，是一家城堡庄园单体酒店。伴随着秦皇岛市旅游 业的蓬勃发展，全球连锁的北戴河黄金海岸度假村、阿尔卡迪亚滨海度假酒店等五 星级酒店纷纷入驻秦皇岛，酒店欧亿·体育（中国）有限公司竞争不断加剧。而在激烈的市场竞争中，如何 脱颖而出，是洲顿庄园酒店面临的首要问题。 本文从市场营销的角度出发，运用4Ps、4Cs等市场营销理论，对洲顿庄园酒店 的营销策略进行研究。首先，通过阅读大量的欧亿·体育（中国）有限公司和文献，本文对酒店营销的国内 外研究现状和相关营销理论进行了回顾和阐述。其次，本文对洲顿庄园进行了概述， 并且运用PEST分析法、SWOT分析法对酒店所处的宏观环境、微观环境进行了分 析，指出了洲顿庄园所拥有的优势和劣势、所面临的机遇和挑战。再次，本文对洲 顿庄园酒店进行了市场细分，并为其选择了目标市场，做出了更加准确的市场定位。 然后，本文为洲顿庄园酒店制定了产品、价格、渠道和促销策略。最后，为保障洲 顿庄园酒店营销策略的顺利实施，论文给出了相应的保障措施。本文通过对洲顿庄 园酒店营销策略的研究，力求解决洲顿庄园的市场营销问题，同时对其他同类型酒 店起到一定借鉴意义。 关键词：市场营销；酒店营销策略；4Ps理论；4Cs理论；洲顿庄园 ABSTRACT -III- Abstract With the rapid development of social economy, people's living consumption is increasingly diversified, and tourism consumption is growing, which has driven the hotel industry to usher in a wave of development, which has spawned various types of hotels and resorts in various cities. Budget hotels, homestays, theme hotels, business, travel, holiday accommodation options are more and more diversified. Located in Beidaihe District, Qinhuangdao City, Hebei Province, Joido Manor Hotel was established in 2018 and is a castle estate single hotel. Along with the booming tourism industry in Qinhuangdao, five-star hotels such as the global chain of ClubMed joyview and Arcadia hotels have settled in Qinhuangdao, and the competition in the hotel industry has intensified. How to stand out in the fierce market competition is the primary problem which the Joido Manor Hotel faces. From the perspective of marketing, this paper uses 4Ps, 4Cs and other marketing theories to conduct marketing research on the hotel. First of all, through reading materials and literature, this paper reviews and expounds the domestic and international research status of hotel marketing and related marketing theories. Secondly, this paper summarizes the research object Joido Manor, and uses PEST analysis method and SWOT analysis method to analyze the macro environment and micro environment of the hotel, pointing out the opportunities and challenges, advantages and disadvantages. Thirdly, this paper has carried out market segmentation on Joido Manor, selected the target market and made market positioning. Then, this article developed products, prices, channels and promotional strategies for the Joido Manor Hotel. Finally, in order to ensure the smooth implementation of the marketing strategy of Joido Manor Hotel, the paper gives the corresponding safeguard measures. Through the research on the marketing strategy of Joido Manor Hotel, this paper tries to solve the marketing problem of Joido Manor, and at the same time it can be used as a reference for other hotels of the same type. 燕山大学工商管理硕士学位论文 -IV- Keywords：marketing; hotel marketing strategy; 4Ps theory; 4Cs theory; Joido Manor 目 录 -i- 目 录 摘要............................................................................................................................. I Abstract ........................................................................................................................ III 第1章 绪 论.............................................................................................................. 1 1.1 研究背景和意义 ............................................................................................. 1 1.1.1 研究背景 .......................................................................................................... 1 1.1.2 研究意义 .......................................................................................................... 2 1.2 国内外研究现状 ............................................................................................. 3 1.2.1 国外研究现状 .................................................................................................. 3 1.2.2 国内研究现状 .................................................................................................. 4 1.2.3 研究评述 .......................................................................................................... 6 1.3 研究内容与方法 ............................................................................................. 7 1.3.1 研究内容 .......................................................................................................... 7 1.3.2 研究方法 .......................................................................................................... 7 第2章 相关概念与基础理论...................................................................................... 8 2.1 相关概念 ......................................................................................................... 8 2.1.1 度假酒店 .......................................................................................................... 8 2.1.2 市场营销 .......................................................................................................... 8 2.1.3 酒店营销 .......................................................................................................... 9 2.1.4 营销策略 ........................................................................................................ 10 2.2 相关理论 ....................................................................................................... 10 2.2.1 4Ps和4Cs营销理论 ...................................................................................... 10 2.2.2 STP理论 ......................................................................................................... 11 2.2.3 PEST分析法................................................................................................... 12 2.2.4 SWOT分析法................................................................................................. 13 2.3 本章小结 ....................................................................................................... 14 第3章 洲顿庄园酒店概况及营销环境分析............................................................ 15 3.1 洲顿庄园酒店概况 ....................................................................................... 15 3.1.1 地理位置及酒店设施 .................................................................................... 15 燕山大学工商管理硕士学位论文 -ii- 3.1.2 组织结构及人员情况 .................................................................................... 16 3.1.3 洲顿庄园酒店自然环境 ................................................................................ 17 3.2 酒店宏观环境分析 ....................................................................................... 17 3.2.1 政治环境 ........................................................................................................ 17 3.2.2 经济环境 ........................................................................................................ 19 3.2.3 社会环境 ........................................................................................................ 21 3.2.4 技术环境 ........................................................................................................ 22 3.3 微观环境分析 ............................................................................................... 23 3.3.1 洲顿庄园酒店周边配套设施状况 ................................................................ 23 3.3.2 洲顿庄园酒店周边交