论文总字数：15555字

摘 要

本文以万豪酒店为研究对象，基于服务营销的理论基础，本文就该酒店的基本情况、所处环境进行了介绍。本文在调查阶段运用文献研究、观察法等研究方法，在取得了较为充分的资料后，运用PEST分析方法对万豪酒店的宏观环境做出分析，并将其与竞争者作出了对比。然后基于服务营销中的7Ps组合理论，从产品、价格、渠道、促销、人员、过程、有形展示这七个方面入手对万豪酒店的服务营销现状作出分析并总结出该酒店在服务营销组合方面的策略优势与不足，最后根据万豪酒店的策略优势与不足为我国酒店行业的持续发展提供一些理论建议。

关键词：万豪酒店 服务营销组合 7Ps

Research on Service Marketing Mix Strategy of Marriott Hotel

Abstract

This article takes Marriott Hotel basis of service marketing. This basic situation and of the hotel.This article uses research methods such as literature research and observation in the investigation stage.After full data research,the PEST analysis method is used to analyze the Marriott hotel's macro environment and compare it with orther competitors.Then it based on the 7Ps combination theory in service marketing,from the seven aspects of product, price,channel, promotion, personnel, process and tangible display,and analyze the current status of Marriott Hotel ’s service marketing and summarize the advantages and disadvantages of the hotel ’s service marketing mix. Finally, according to the advantages and disadvantages of Marriott's strategy, it provides some theoretical suggestions for the sustainable development of my country's hotel industry.

Key Words: Marriott;Service Marketing Mix;7Ps

目 录

摘要·····················································································I

ABSTRACT···············································································II

第一章 引言············································································1

1.1 研究背景·········································································1

1.2 研究意义·········································································1

1.3 研究内容·········································································2

第二章 企业背景······································································3

2.1 企业简介·········································································3

2.2 环境分析·········································································3

2.2.1 PEST分析··································································3

2.2.2 竞争者分析································································4

第三章 服务营销组合现状分析······················································7

3.1 服务营销组合现状································································7

3.1.1 产品········································································7

3.1.2 价格········································································8

3.1.3 渠道········································································9

3.1.4 促销·······································································10

3.1.5 人员·······································································12

3.1.6 有形展示··································································13

3.1.7 服务流程··································································13

3.2 现有组合策略优势与不足·······················································14

3.2.1 优势·······································································14

3.2.2 不足·······································································15

第四章 结论及展望 ·································································16

4.1 结论·············································································16

4.2 展望·············································································17

参考文献·············································································18

第一章 引言

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