酒店的服务营销策略研究毕业论文_精品.doc

酒店的服务营销策略研究毕业论文 三江学院 本科生毕业论文题 目 小厨娘青龙山庄酒店的服务营销策略研究 商学 院（系） 市场营销 专业学生姓名 马慧 学号 导教师 康丽 职称 讲师指导老师工作单位 三江学院起讫日期 2011 年 12 月—2012 年 6 月 摘 要 俗话说“民以食为天”，现如今随着国家经济的发展，人民生活水平的提高，消费观念的变化和生活节奏的加快，广大消费者在外就餐的次数越来越多，人们在外用餐的花费在消费性支出中所占的比重已经越来越大，餐饮业在人们的消费生活中的地位越来越重要。服务营销作为一种新的市场营销策略为餐饮行业所运用，而其本质是针对客户开展的一系列活动，赢得消费者的心。 本文在阐述服务营销策略理论的基础上对小厨娘青龙山庄酒店的服务营销策略进行了分析，总结其成功经验，指出其不足之处并提出改进建议，以促进其服务营销策略的不断改进和完善。 在餐饮业这个这个特殊行业中，企业应以满足顾客的需要为目标，立足长远，不断提高服务营销能力，充分运用服务营销服务于顾客，这样才能赢得顾客的心。在激烈的市场竞争中，餐饮企业只有通过不断的创新和与时俱进，从实际出发，借鉴别人的经验教训，再和自己的实际问题相联系，采用适当的服务营销策略，一定可以在传统餐饮业发展的道路上走得更远更好。 关键词：青龙山庄，服务营销，策略 Abstract As the saying goes” Hunger breeds discontentment for people”. But as our nationaleconomy development peoples living standard have been to improvement. People have tochange the consumption concept and to accelerate the pace of life. The vast number ofconsumers eating out more often and people outside the home spend on consumptionexpenditure proportion has been increasing. Food and beverage industry in theconsumption of people living in an increasingly important position. Service marketing as therestaurant industry to a new marketing strategy. Its essence is for customers to carry out aseries of activities. Occupy the hearts of consumers. Based on elaborating service marketing strategy and based on the theory of combiningthe situation of qinglongshanzhuang hotel the service marketing strategy are analyzed indetail summarizes its successful experience Point out its shortcomings and put forward toimprove a proposal in order to promote its service marketing tactics of continuousimprovement and perfection. In the restaurant industry this special industry enterprises should meet the needs ofcustomers as the goal based on long-term continuously improve service marketing abilitymake full use of the service marketing in customer service so as to win customers heart. Inthe fierce competition in the market catering enterprises only through constant innovationand advancing with the times from set out act