摘要：近几年来，随着旅游业的发展与各种技术交流等商务会议召开的增加，酒店行业也随之迅速繁荣。但由于国家政策环境的影响、国际经济发展的持续低迷、以及租赁、人力成本的上涨，星级酒店以及经济型酒店的发展受到了较大的阻碍。同时，随着国民收入、消费者消费品味的不断提高，他们对能够提供标准化服务并且性价比较高的中档酒店的需求日益增长。因此，许多的国内酒店集团开始纷纷转战中档酒店市场，使得中档酒店的竞争日趋激烈。79758

作为中档酒店的典型代表——全季酒店，其所属集团华住酒店集团在将其打入市场之初便将酒店定位于有限服务，即只为顾客提供简约而适度的服务。因此，全季酒店在进入中档酒店市场时，便以服务营销策略为核心竞争力去占领市场份额。但随着中档酒店品牌的增加、市场竞争日益激烈的情况下，整个市场对全季酒店的服务营销策略提出了全新的要求——在保持原有的客源情况下更进一步地挖掘潜在的客户。

因此，在翻阅、整理了关于酒店服务质量以及酒店服务营销理论的中英文文献基础上，本文通过信息研究、文献分析以及市场调查等方法多方面的对全季酒店所处的内外部营销环境进行分析。同时，对全季酒店在目前经营中存在的问题也进行的简单地分析。从而为全季酒店提出更完善的服务营销理策略，以使其在中档酒店市场中有更好的发展，真正地完成其愿景——成为中档酒店第一品牌。

毕业论文关键词：中档酒店   全季酒店   服务质量   服务营销

Service Marketing Strategy of All Seasons 

Abstract: In recent years, with the development of tourism industry and the increase in a variety of technology exchanges business meetings, the hotel trade has been developing rapidly。 However, due to the influence of national policy, the sustained downturn of the international economic situation and the increase of rental cost and labor cost, the development of star hotels and budget hotels had be restricted。 In the meantime, with the incessant improvement of national income and consumer tastes, spawned the growing consumer demand for mid-scale hotel which could provide standardized service and may be cost-benefit。 As a result, many domestic hotel groups had focus on mid-scale hotel market one by one, which led to the growing fierce competition of mid-scale hotel。

As a typical representative of mid-scale hotel----All Seasons。 At the beginning of it entered the market, China Lodging Group which is the parent group of All Seasons positioned it in limited service, that is, only offer simple and moderate services to customers。 Hence, All Seasons captured market share through the core competitiveness which is service marketing strategy when it accessed to market。 Nonetheless, with the augment of the mid-scale hotel brands and the growing fierce competition of market, the whole market puts forward new requirements for the service marketing of All Seasons---- further excavate potential customers in the presence of the existing customers。

Therefore, this paper through the methods of on-the-spot investigation, information research and market research analyze the internal and external marketing environment of All Seasons, on the basis of reading and collating the domestic and foreign literature which is about the theories of hotel service quality and hotel service marketing。 Meanwhile, the paper simply analyzes the existing problems in the management of All Seasons。 Accordingly, the paper puts forward more perfect service marketing strategy, so that All seasons can develop more successfully in mid-scale hotel market and really complete its vision----becoming the first mid-scale hotel in China。