酒店服務(wù)營銷策略研究外文文獻翻譯

1、畢業(yè)設(shè)計附件 外文文獻翻譯：原文+譯文 文獻出處: Soliman M. The research of hotel service marketing strategy [J]. The Accounting Review, 2016, 2(3): 813-823. 原文 The research of hotel service marketing strategy Soliman M Abstract The continuous

2、 development of the tourism industry, also contributed to the hospitality industry at the same time has more development opportunities facing greater competition. On the tangible product of traditional competition is emb

3、odied in the hotel, because the alternative of tangible products and replication, the form of competition is transferred to the service, therefore, has become the hotel marketing service marketing one of the most importa

4、nt aspects. And how to build the perfect hotel service marketing system, how to adopt targeted services marketing strategy can make the hotel get comparative advantage in the fierce competition, gain long-term profits ha

5、s become a hot topic in the research. Key words: Customer value; Service marketing; Strategy 1 Introduction Along with market competition intensifying, the hotel industry will also be marketing focus shift from the tradi

6、tional product marketing to service marketing. And service marketing to win the key lies in whether the hotel can meet the needs of customers, to create more customer value. So this article in the perspective of customer

7、 value, customer value is analyzed and the relationship between the service marketing, build the theoretical framework and contents of the hotel service marketing, puts forward the hotel service marketing strategy based

8、on customer value. This can not only link the interests of the demand and supply side of the hotel, meet the demand of the value of multiple stakeholders, but also to the hotel and enhance customer value, finally win the

9、 competitive advantage and long-term profits. Service marketing research is the general enterprise, there is no specific focus on the hotel of the marketing function. Suffers from the co-existence of the product itself i

10、s service and practice, and no strict boundaries at first, with the improvement of consumption level, consumers are increasingly demanding on the added value of products, and is the concentrated reflection of value-added

11、 products technology content, service content, service quality high and low in a sense determines the size of the product added value. Therefore, the service marketing becomes one of the most important aspects of the mod

12、ern market competition. 2.3 The customer value and the relationship between service marketing Hotel service marketing based on customer value focus is on customer satisfaction, customer satisfaction is a psychological ac

13、tivity, is the demand of customer is satisfied after the pleasure. Customer satisfaction is determined by the size of the customer value, customer value and from the hotel loyalty of staff, staff's loyalty to the hot

14、el depends on the internal services are satisfied. Thus, in the process of hotel service marketing, customer value is the connection marketing service main body, customer satisfaction and loyalty, the hotel to the link b

15、etween profit and development. Customer value creation is for the hotel service marketing gain and the sources of competitive advantage and value from the customer's perspective, the systematic study of hotel service

16、 marketing strategy, not only can effectively link the interests of the hotel service suppliers and demanders, meet the demand of plural value, but also help the Omni-directional and multi-level mining customer value, im

17、prove customer loyalty of hotel product. Hotel service marketing implementation is the key to accurately grasp the customer expectations, including explicit expectations and implicit expectations, on the basis of the emp

18、hasis on service product portfolio can improve customer perceived value, customer satisfaction. Provide hotel service marketing mainly through added value for customer satisfaction, this is the hotel product core interes

19、ts, product prices are almost the same to attract customers, customer retention, the only way beyond the competitors. 3 The theory framework of hotel service marketing based on customer value The hotel service marketing