經濟型連鎖酒店英文論文-資料下載頁

　　

【正文】 enables customers to enjoy the firstclass catering services, still can understand the attitude the consumes to the hotel management, improve hotel business strategy, improve the service quality, let customer agree to hotel service experience , thus bee hotel again.(四) Emotion Marketing Modern consumption demand transform from quantity, quality stage to “emotion demands phase. With the progress of human civilization and life rich, consumption level constantly changing, improve. Consumers want to highlight their personality, pursuit of quality, mental and emotional needs and pleasure to be able to cater for current trend. Foreign enterprises strongly focus on emotion marketing ,they found the experience of feelings of using product , consumers often appear 20 emotional (anger, resentment, anxiety and fear, grief, jealousy, loneliness, ashamed, guilt, romantic, calm, relaxed and satisfied, love, excitement, optimistic, anxiously, pride, pleasant and surprise) to study it and provides a quantitative basis. Emotion marketing, refers to the psychological and emotional munication through the exchange, win the consumer’s trust and preferences, and expand the market share, get the petitive advantage of a new marketing mode. In the economy hotel marketing, the use of emotion marketing should be mainly embodied in the following aspects: 1: To build a lasting relationship with customers Marketing has a rule that is retaining customers cost less than getting customer ,most of the customers tend to live in the hotel they familiar with, even like give a little more money, so “the second consumers” will be generate. So, how to establish and maintain the relationship with the customers? First is treat guests equally. An American restaurant has a picture banners: we are gentleman and ladies to provide for you gentlemen, ladies service. Here is the service idea. Second is to respect for humanity. Hotel guests can be various, their different nation, different color, also including the aged and disabled people. Respect for human nature is a good way to establish a lasting relationship with customers. The third is to mutual benefit, we usually speak of winwin, not a job for the mon interests of desire, lasting relationship with customers is impossible to build up. Forth is to enable participants to admit the interest relationship and its value, and try to make it play a role, and to make it deepen. Fifth is faithful and trust. Only faithful for the guest, can exchange the guest sincere heart. Sixth is often listen to the guests’ advice and to improve it, as every munication with customers, emotion will further, relationship will be getting better and better.2: National relationship marketing Guests into the hotels are facing each service personnel, from the guard, doormen, information desk, cashiers. The room waiter, restaurant waiter, which part appears problem, will affect the relationship with the guest. The hotel’s emotion marketing is not only concern about the Public Relation Department or Marketing Department, but all the staff. We carry out the emotion marketing, should let managers and employees to understand its meaning, importance and necessity, strengthening the management and training for employees, and formulate rules and regulations of the flexible marketing concepts, let emotion work out to everyone, every detail. 四: The Conclusion In the 21st century, the regional business is developed and popularization of tourism industry, the economy hotel has an unprecedented historical opportunity, however opportunities e with challenges, several joy and several sorrow will be appear in the fierce petition. Competition between enterprises is a large part of the marketing strategy of petition, even relate to its existence. Therefore, if we want to catch the economy hotel, develop it quickly, need to spend much more energy in the economy hotel marketing strategy research. Marketing strategy research should be paid attention to two aspects, that is to say, innovative thinking and cater for market demand. Only repeatedly studied marketing strategy, and firmly implemented it in the right way, can we manage to get the markets.Reference[J].商業研究,2005，（9）：910.范向麗,“經濟型”理解與分析[J].北京第二外國語學院學報,2007，(1)：56.何建民．我國酒店營銷管理的黃金規則[J]．浙江旅游職業學院學報，2007，（1）：6．、策略[N].中國旅游報，20050421.[J].合作經濟與科技,2007，(3):12.[M].上海:上海科學技術出版社,2006:5152.[J].旅游學刊,2007,(9):19.張敏,[J].科學與科學技術管理，2006，（2）：56．[J]．中國工業經濟出版社，2002，（8）：1213．王成．全面客戶體驗——持續盈利的增長引擎[M]．廣州：廣東經濟出版社，2003：156.范秀成．顧客體驗驅動的服務品牌建設[J]．南開管理評論，2001，（6）：3134．仇學琴．論情感分享與酒店營銷[J]．旅游管理，2001，（5）：2627．[M]．廣州:羊城晚報出版社，2003：4142.[D].南京理工大學碩士論文2006：1213.20 / 2