宁波万豪酒店市场营销策略研究（论文 - 模板）[1]

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结语

综合本论文的论述，可以得出如下的结论:

随着中国经济的蓬勃发展，国际化程度的日益提高，酒店行业作为接待的窗口也随之发展壮大，酒店行业的竞争也日益白热化。在这种复杂的背景情况下，准确的市场定位和以市场为导向的营销策略是每家酒店在竞争中能够取得优势地位的先决条件。

宁波万豪饭店于2007年6月开业，市场的主要竞争对手有宁波华侨豪生酒店、宁波香格里拉酒店、宁波索菲特酒店等近10家竞争对手，尽管经过4年的努力，宁波万豪饭店在市场上，在出租率及口碑都取得不错的成绩，但随着竞争对手产品的更新升级，更多的竞争对手的加入，宁波万豪酒店面临着失去已经取得的相对优势，宁波万豪酒店需要考虑如何利用机会，规避威胁，发挥优势，改善劣势，形成自己独特的市场营销策略。

通过本文的分析，认为宁波万豪酒店必须充分利用自身的资源，明确酒店目标市场，在细分市场中确立自己的比较竞争优势，形成适合自己的营销发展策略，这样才能在竞争中保持有利位置，实现酒店的利润最大化。

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翻译部分

英文原文

Study on the Marketing Measures Based on Customer Value

1 Introduction

As the market continues to mature, the difference of enterprises, products and services will be getting smaller and smaller. Marketing strategy on produce as the center, selling products for the purpose will gradually be replaced by customer-centric, service for the purpose of the marketing campaign. Who can take the initiative to conduct analysis of customer value and to enhance customer value; he will be able to gain market competitive advantage. As the United States service master Albright pointed out that the company set up by the main aim is to make a profit, quality is not the goal (the quality is only a means to attract customers), service is not, the customer value is the goal Effectively improving customer value has become the consensus of business, how to upgrade customer value? Need to take a series of reasonable and feasible marketing measures. In this paper, based on overview of the customer value theory, customer satisfaction as the intermediary, 4C marketing measures for more comprehensive study carried out to build a theoretical model on marketing measure to upgrade customer value, and to hotels for the study validates the impact on marketing measures to upgrade the customer value, which not only promotes the study of marketing theory, but also provides the necessary basis on the marketing practice. 2 Main bodies

As early as 80s in the 20th century, Drucker proposed marketing is to understand the true meaning of what was valuable to the customer. The earlier elaboration on customer value is mainly reflected in the Western scholars Lauter born proposed 4C theory in 1990. Lauter born considered the true realization of customer value is a customer issue, cost, convenience and communication .Although the specific meanings of customer value defined by different scholars are vary, but still found that the core of this theory that the companies should really stand up customer's perspective to look at the value of products and services, this value is not determined by the enterprises, but by the customer decisions .Interests and costs as drivers of customer value has been a consensus. Customer value can be expressed as: customer value=excel-benefits/costs. This article changes benefits with excel-benefits, because they have nature distinction: benefits are to buy products or services itself and objective evaluation of customers on the product or service; while excel-benefits are

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subjective evaluation of customers on the product or service.

Customer value is a subjective evaluation of customers and a gap by formatted through a frame of reference to compare. Customer Value is a relative benefits in terms of competitors, this is not just a problem of \to provide more satisfactory services than other business. There are gaps in order to form customer value, the customer will buy. Therefore, this articles that the gap is the core characteristics of customer value. The performances of customer value’s upgrading are repeat purchase, recommend to friends and family and willing to spend more money and time . If the company offers more excel-benefit than the competition, the cost lower than the competition, it can form the gap between these two aspects, which are conducive to enhancing customer value At this point, it can be assumed: Hypothesis H1: the gap to customer value’s up grading has positive significant impact.

A. The Theory of Customer Satisfaction Survey (1) Customer Satisfaction Theory and its dimensions

In the marketing field, customer satisfaction is an important concept. Many scholars have already conducted extensive customer satisfaction research. Thus, there are many definitions of customer satisfaction in the theory and academic sectors. This is the view of Philip ? Kotler, who is the authority of Marketing, customer satisfaction will be defined as: an organization to provide all products, including services, activities, circumstances, processes, etc. to customers who may be perceived by comparing the results with the expected formation of feelings of the state. Gremler and Wang Yong gui researched in-depth on customer satisfaction, three variables to performance customer satisfaction: company's offerings with its consistent level of initial expectations; the gap between company offers products and ideal level; consistent level on company offers products and over all expectations .

(2) The relationship between customer satisfaction and customer value

Gale and others studies have shown that customer satisfaction will affect the assessment of value. Fan Xiu-cheng, Wang Yonggui and others studies have shown that customer satisfaction is one of the driving factors of customer value, namely, the higher the level of customer satisfaction, higher customer value. The above views show there is driving force on customer satisfaction to the customer value. At this point, it can be assumed: Hypothesis H2: Customer satisfaction to customer value’s upgrading has positive significant impact.

(3) The relationship between customer satisfaction and the gap

The gap is the difference between the levels of things, but also refers to the degree distance of a difference in the standards. Parasuraman, Zerithaml, and Berry (1985) proposed the model of service quality gap analysis, analysis the five kinds of

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gaps. Relative to other companies, customers felt that the company's products or services marketing measures adopted have a larger gap, which is beneficial to customers, will improve customer satisfaction. At this point, it can be assumed: Hypothesis H3: the gap to customer satisfaction has positive significant impact. B. Marketing measures theory review (1) Marketing measures theory

Marketing measures theory is the U.S. marketing expert, Professor Lauter born 4C theory proposed in 1990 that the customer, cost, convenience and communication That marketing strategy, people all know that is 4P, which is product-oriented. 4C is customer-oriented, and it emphasizes that companies should firstly pursuit customer satisfaction, which is great difference with 4P, and which is a series of measures taken against the customer. This article said it 4C marketing measures. Customer measures include identify your customer, characteristics of customer demands of customers; Cost measures include monetary cost ,customers willing to cost, cost concerned by customers; Convenience measures include conveniences of decision, channels, exchange gaining benefit, post-purchase; Communication measures include communication main body, communication ways ,communication contents. (2) The relationship between 4C marketing measures and the gap

Gap is the customer marketing soul. Companies want to make customers aware of this gap, and companies must devote efforts to form the gap. Enterprises should stand on the customer's position, to analysis customer needs, to study the customer's buying behavior, and learn to listen to customer feedback, and actively respond to customer complaints, from two-pronged approach on the customer to obtain the excel-benefit and customers pay the cost, with competitors formatting the gap. Specifically, the timely and effective resolutions of customer problems, to meet the different needs of different characteristics customers, reduce customer costs and make customers to buy more convenient. In addition, the companies can not assume that customers can fully understand the value provided by enterprises, we must communicate the value to target customers. The purposes of communication are in order to better deliver value, but also businesses and customers in order to shorten the gap in understanding value. From the start 4C marketing measures opened the gap with competitors. With this gap, the customer that paid a lower cost than other companies at the same time has been to provide products or services, interest, namely, increased excel-benefit, reduced costs, thus enhancing customer value. At these points, it can be assumed:

Hypothesis H4a: customer measures to the gap has positive significant impact Hypothesis H4b: cost measures to the gap has positive significant impact Hypothesis H4c: Convenience measures to the gap has positive significant