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摘要酒店文化是企业文化的一个分支，兴起于酒店业比较发达的西方国家。实践证明，酒店文化在酒店经营管理方面发挥了能动作用，推动了酒店业的发展。影响酒店发展的因素有很多。酒店的营销策略对酒店的发展具有很大的指导作用。那么，酒店文化对酒店的营销策略也会有一定的影响。金陵饭店从创办至今已有30多年的历史。金陵饭店从创办初期经历了很多的磨练，在不断的尝试过程中找到了适合自身发展的营销策略。金陵饭店要想在竞争中制胜，就需要有强有力的企业文化，才能够保持持久的生命力和核心竞争力。酒店的经营管理活动离不开酒店文化的管理，酒店文化是企业人格化的内涵与气质，是企业在潜移默化中形成的性格与风格。从而建立了良好的酒店文化，才使酒店立于不败之地。46403
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本文在研究金陵饭店企业文化和营销的基础上，调查分析了酒店文化对营销策略的影响，并且提出了自己的意见。
毕业论文关键词：酒店文化、营销策略、影响、金陵饭店
ABSTRACT
Hotel culture is a branch of corporate culture, the rise in the hotel industry more developed western countries. Practice has proved that the hotel culture in the hotel management has played an active role in promoting the development of the hotel industry. There are many factors that affect the development of the hotel. The hotel's marketing strategy for the development of the hotel has a great guiding role. Then, the hotel culture on the hotel's marketing strategy will have a certain impact. Jinling Hotel has more than 30 years of history from its inception. Jinling Hotel from the beginning of the establishment of a lot of experience, in the process of constantly trying to find a suitable for their own development of the marketing strategy.Jinling Hotel to win in the competition, you need to have a strong corporate culture, to be able to maintain a lasting vitality and core competitiveness. The management of the hotel can not be separated from the management of the hotel culture, the hotel culture is the connotation and temperament of enterprise personality, and it is the character and style of the enterprise.So as to establish a good hotel culture, to make the hotel in an invincible position.
On the basis of studying the culture and marketing of the Jinling Hotel, this paper analyzes the influence of the hotel culture on the marketing strategy, and puts forward its own opinions.
Keywords:Hotel culture, marketing strategy, influence, Jinling Hotel
目 录
第一章 绪论 1
1.1研究的背景 1
1.2研究意义 1
1.3研究思路与研究方法 2
第二章 国内外相关研究综述 3
2.1国外相关研究 3
2.1.1国外酒店文化的研究 3
2.1.2国外酒店营销的研究 3
2.2国内相关研究 3
2.2.1国内酒店文化的研究 3
2.2.2国内酒店营销的研究 4
第三章 金陵饭店的酒店文化及现状分析 5
3.1金陵饭店的简介 5
3.2金陵饭店的酒店文化 6
3.2.1金陵饭店的物质文化 6
3.2.2金陵饭店的制度行为文化 6
3.2.3金陵饭店的精神文化 7
3.3金陵饭店的酒店文化现状数据分析 8
3.3.1 问卷的设计与发放 8
3.3.2金陵饭店的酒店文化现状数据分析 9
第四章 金陵饭店的营销现状及分析 12
4.1金陵饭店的营销现状 12
4.2金陵饭店的营销现状数据分析 13