开元酒店集团市场营销体系构建研究

2011 级研究生　袁岳锋

摘要

进入21 世纪，依托中国经济的高速发展以及中国旅游业的井喷式发展，中国饭店业迎来了快速发展的最佳时机，尤其是1994 年经国家旅游局批准成立了第一批中国自己的饭店管理公司，中国饭店业逐步向专业化、集约化、集团化经营管理迈进，中国饭店集团的数量和规模也呈现出几何级数的增长态势，为中国饭店业的健康发展作出了巨大的贡献。

中国饭店集团在发展过程中形成了一套具有中国特色的发展模式和管理模式。但国内的研究更多集中在产品服务标准、操作流程、内控管理等方面，相对来说在集团市场营销体系方面的研究比较少，这也导致了中国饭店集团在集团化营销方面跟国际品牌饭店集团存在着较大的差距，尤其是在国际客源的揽客方面，这也直接导致了中国饭店集团跟国际品牌饭店集团在核心竞争力和品牌价值方面存在着一定的差距。因此如何构建一套符合中国国情的饭店集团市场营销体系就显得至关重要了。

本文首先在对国内外拓扑学理论、营销系统边界理论和相关文献进行回顾研究的基础上，阐述了企业集团层面市场营销体系跟单体企业市场营销体系的异同，提出了企业集团市场营销体系的四种模式，然后从饭店集团和饭店集团市场营销体系的概念展开，提出了饭店集团市场营销体系的构成要素，分析了饭店集团市场营销体系的理论基础。

之后，从饭店集团市场营销体系的构建框架、绩效考核的关键指标、组织架构及职能分工和构建过程中的误区等方面进行了详细的阐述，进一步明确了如何构建饭店集团市场营销体系。

最后，文章以开元酒店集团的市场营销体系为例结尾，介绍开元酒店集团及其集团市场部的发展历程，分析了其市场营销体系的现状并与本文前面提出的市场营销体系进行对比，指出存在的不足并提出相应的改进建议及对策。

关键词：中国饭店集团；市场营销体系；开元酒店集团

Research on Building the Marketing System of the Chinese Hotel Group——a Case Study of New Century Hotel Group(www.xing528.com)

Abstract

Into the 21st century，relying on the China's rapid economic development as well as tourism，the hotel industry in China ushered in the best time of rapid development，especially the approval of the National Tourism Administration in 1994 set up the first batch of China's own Hotel Management Company，the hotel industry in China gradually moving to the specialized，intensive，group management，the number & size of China's Hotel Group is also showing a geometric progression growth and has made tremendous contribution for the healthy development of China's hotel industry.

The hotel group in China in the process of development forms a mode of development with Chinese characteristics and management mode. But the domestic focus more on products & services standard，SOP，internal control and management than group marketing system，which also led to the Chinese hotel group with the international brand hotel group in there is a big gap about the group's marketing，especially in terms of international guest source，which also led directly to the hotel group in China with international brand hotel group there is a certain gap between the core competitiveness and brand value . Therefore，how to build a set hotel group marketing system in line with China's national conditions is crucial.

Firstly，based on at home and abroad about the topological theory and literature review，this paper starts from the concept of hotel group and marketing system，introduce the elements of hotel group marketing system，and then analyzes the theoretical basis of hotel group marketing system.

After that，this paper discusses about the framework of the Hotel Group's marketing system，the key indicators of performance evaluation，the organizational structure and division of functions and misunderstanding in the building process.

Finally，the paper takes New Century Hotel Group's marketing system as example at the end. Analyze the status and shortcomings of the New Century Hotel Group's marketing system，compared with the marketing system of this paper，and make appropriate recommendations for improvements and countermeasures.

Key words：Chinese Hotel Group；Marketing System；New Century Hotel Group