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摘要：在从市场营销角度出发提及经济型快捷酒店首先会想到的是欧美国家，因为起步较早加之市场经济的背景，西方很多国家这一行业早已形成了较为成熟完备的行业规模。在我国较欧美国家所不同的社会大环境来看，快捷酒店实际上出现的时间是比较晚的，其兴起主要源于大规模休闲旅游的发展。十四年如一日，如家人不忘初心，一直将“大众住宿业的卓越领导者”这一目标牢记心中，坚定不移的贯彻“家”的文化理念。进入新时代后，中国的互联网业开始进入高速发展阶段，如家集团凭着敏锐的市场嗅觉开始进军电子商务领域。于是，网上预订系统的开通又为如家酒店提供了更多来自天南地北的客源。本文主要是对如家集团的营销策略进行多方面分析研究，然后与同等级酒店进行对比，将如家集团营销策略的优势与劣势进行总结提炼，并在此基础上提出改进意见和建议。结合所学理论为如家在当今社会争取市场相结合，期待如家能够在中国经济类酒店业继续立于不败之地。43455
毕业论文关键词：快捷酒店;如家酒店;营销策略
The Marketing Strategy Research of Home Inns Hotel Group
Abstract: From a marketing point of view referred to budget inns will first think of Europe and the United States, because early background coupled with a market economy, in many Western countries the industry has formed a relatively complete mature industry. In different social environments in China than in the West country, Inn actually is quite late, mainly due to the rise of mass leisure tourism development. 14 years as one day, such as the family did not forget the beginner's mind has been a "public accommodation industry leaders of excellence" that goal in mind, firm implementation of the "home" culture. After entering a new era, entered a stage of rapid development of China's Internet industry, such as home group with strong market sense began to enter the field of electronic commerce. Thus, opening of the online booking system for hotels to provide yet more tourists from far apart from each other. This article is to analyze the home group's marketing strategy study and comparison with the same grade hotel, home group will summarize the strengths and weaknesses of the marketing strategies to refine and make comments and suggestions for improvement based on. According to the theory of combination of home in today's market, looking forward to home to continue invincible Chinese economy class hotels.
Key Words：Shortcut hotel; Home Inn Hotel; network marketing
目 录
摘 要……………………………………………………………………….1
Abstract………………………………………………………………………1
一、如家酒店集团的市场现状 2
（一）如家酒店集团的简介 2
（二）如家酒店集团的发展现状 3
（三）如家酒店集团的市场定位 4
二、如家酒店集团的营销策略 4
（一）准确的定位策略 5
（二）品牌领先策略 5
（三）服务特色营销策略 6
（四）网络营销深入化策略