市场细分时代上海经济型酒店发展策略研究

20世纪90年代末以来,上海经济型酒店经历了起步、快速扩张、品牌建立等阶段,已形成了比较稳定的品牌竞争和空间分布格局。随着市场细分的深入和同质竞争的加剧,上海经济型酒店的产品和服务正面临着巨大挑战。从建立市场立体营销体系、差异化品牌战略和开拓新的发展空间等方面,提出了未来经济型酒店发展的一些应对之策。

The Sutdy on Market Segmentation and Development Strategy of Economical Hotels in Shanghai

Since the late 90s of 20th century,Economical Hotels in Shang Hai experienced a first step,the rapid expansion and brand building phases,and they have already established identified brand competition and space distribution pattern.Under the deepening of market segmentation and the stimulation of increasing homogeneous competition,the products and services of Shang Hai Economical Hotels are facing with great challenges.This paper tries to propose some countermeasures from three aspects those are establishing a market-dimensional marketing system,differentiation brand strategy and opening up new spaces for development in order to witness more abundant product patterns and more mature market growth in the future.