摘 要：随着我国经济的不断繁荣与发展，各类商务洽谈活动逐渐频繁，我国商旅市场的日益壮大，许多新兴的经济型快捷酒店陆续登陆，经济型快捷酒店数量及客房数量的稳步增长，故而逐渐成为商务人士的新宠。同时也面临着巨大的挑战。故而本文以提高布丁连锁酒店核心竞争力，提出有建设性意见的营销策略为目的，利用4P营销理论分析淮安布丁经济型快捷酒店发展现状及问题，包括布丁连锁酒店产品、价格、渠道、促销等，然后有针对性地提出布丁连锁酒店的营销策略对策，包括布丁连锁酒店营销策略的实施保障措施。详细地分析了布丁连锁酒店现状问题和内外部环境等问题，并有针对性地提出了解决问题的创新营销策略，对布丁连锁酒店提高营销能力及核心竞争力有一定的实战意义和指导作用，对我国经济型快捷酒店业有抛砖引玉的借鉴意义。64324

毕业论文关键词：淮安布丁；经济型快捷酒店；营销策略

Abstract：As China's economy continues to boom and development, all kinds of business meetings were frequent activity, our growing business travel market, many emerging economy Inns landed, Cheap Inn quantity and steady growth in the number of rooms, and therefore becoming the new darling of business people. , But also faces enormous challenges. Therefore this paper in order to improve the core competitiveness pudding hotel chain, make constructive comments for the purpose of marketing strategies, the use of 4P marketing strategy analysis Inn Huaian Economic Development pudding current situation and problems, including Podinn product, price, place and promotion, and We put forward pudding hotel chain marketing strategy measures, including the implementation of safeguards Podinn marketing strategy. Detailed analysis of the current situation pudding hotel chain issues and internal and external environment and other issues, and has put forward to solve the problem of innovative marketing strategies, to Podinn improve marketing capability and core competitiveness has some real meaning and guidance, of China's economy hotel industry has to initiate quick reference.

Key Words：Buding fasthotel; Inn  Economic type of Fasthotel;  Marketing strategy

1 前言 3

2 理论基础 3

2.1营销策略概念及发展历程 3

2.2布丁酒店基本概况 4

3 淮安布丁连锁酒店的营销策略经营现状及存在的问题分析 5

3.1淮安布丁酒店消费的基本情况 5

3.2产品策略：硬件设施更新速度慢，提供的产品不齐全 6

3.3价格策略：定价相比星级酒店优势不大，价值不足 8

3.4渠道策略：分销途径单一，无创新性 9

3.5促销策略：促销方式不齐全，宣传不到位 10

4 淮安布丁酒店营销策略改进对策 12

4.1加快淮安布丁完善产品设施，提供个性化服务 12

4.2缩小利润空间,确定绝对的价格优势 12

4.3进行创新营销，注重销售多元化 13

4.4加强员工服务意识，提升促销团队整体素质 13

结 论 15

参考文献 16

致 谢 17

1 前言