摘要
摘要
目前，互联网技术越来越普及，人们已经习惯性使用手机应用程序，这种
趋势引发了酒店经营模式的重大变化。顾客除了关注酒店的地点、交通、设施
和价格，现在更加关注用户体验，也容易被网络信息所影响。 A酒店是新加坡
一家四星级酒店，主要顾客群是外来游客和商务人士。以往，酒店的业务长期
依赖旅行社和会展中心，在新的经营环境下，传统业务模式受到冲击，自由出
行者增加，酒店需要调整营销策略，善用互联网信息传播的优势，精准、快捷、
全面地推广产品和服务。
本文以 A酒店为研究对象，介绍了 A酒店在新加坡所处的政治、经济、社
会、技术等宏观环境，并从实际出发，综合整理了 A酒店目前采用的营销策略，
归纳出酒店的优势和劣势、机会和威胁。同时，本文也分析了 A酒店的营销现
状和竞争对手的情况，对入住酒店的顾客进行问卷调查，了解顾客的消费习惯，
找出现有营销策略存在的问题，结合 7Ps营销理论，对 A酒店今后的营销策略
提出优化建议，包括拓展产品与服务组合、采用差异定价提升竞争力、实行
“线上+线下”双轨销售渠道、善用网络促销平台、加强员工培训明晰管理结
构、提升硬件设施、服务过程标准化共七个方面。对应相关的优化建议，本文
也提出了实施保障，涉及到优化酒店组织结构、合理转变营销理念、提升酒店
信息化建设与管理、加强酒店文化建设共四项措施。
关键词：服务营销；新加坡酒店；营销策略
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华侨大学硕士学位论文
Abstract
With the rapid development of internet technologies, and smartphone apps being heavily
embedded in peoples’ lives, these trends have significantly changed the business models of
hotels. In addition to location, ease of transportation, facilities and price, customers are
paying more attention to guest experience and online reviews. Hotel A is a 4-star hotel
located in Singapore, with tourists and business travelers as their main customer base. Hotel
A has traditionally relied on travel agencies and convention centers for their business model,
but it is experiencing a heavy shock under a new industry environment. With the increase in
independent travelers, Hotel A needs to adjust their business strategies, and utilize the
advantages of online platforms to market their product and services in a fast, accurate, and
comprehensive manner.
Taking Hotel A in Singapore as an example, this introduces the current business, socio-
political, and technological conditions faced by a typical mid-tier hotel in Singapore. This
thesis then examines the conditions of Hotel A and its competitors, conducts a questionnaire
with hotel customers to understand their consumption habits to identify weaknesses in hotel
A’s current marketing strategy. Combining 7Ps marketing theory, this thesis suggests Hotel
A’s toexpand into thefollowing strategies:expanding product combinations,price
segmentation, combining Online + Offline marketing mode, promoting outreach through
social media celebrities, strengthening employee and customer management, improving
physical
infrastructure,
and
streamlining
service
processes
as
the
main
seven
recommendations. This thesis alsoincludes broader suggestions to Hotel A,such as
optimizingitsorganizationstructure,transformingmarketingconcepts,improving
information management, and strengthening organizational culture.
Key words: Services Marketing; Singaporean Hotels; Marketing Tactics
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