飯店節慶活動策劃研究

旅游論文編號:LY007   論文字數:9139,頁數:15  有開題報告

目錄
1  導言 2
1.1  寫作目的 2
1.2  相關研究現狀 3
1.3  研究方法 4
1.4  創新點與進一步展開的研究 4
2  飯店節慶策劃概念解析 4
2.1  節慶的含義 4
2.2 飯店節慶 5
3  飯店節慶活動的重要性 5
3.1  個性化的節慶活動令飯店獨具魅力 5
3.2　完美的節慶活動給飯店帶來長期效益 6
3.3  創新的節慶活動滿足消費者需求 7
3.4　完整的節慶活動塑造著名品牌 7
3.5　節慶活動有利于傳承傳統文化 8
4  飯店節慶活動營銷新觀念 9
4.1　消費者需求從物質上升到精神體驗 9
4.2　消費者購買力日益提升 11
4.3　“主隨客便”成為消費者的消費原則 11
4.4　讓消費者來評估飯店節慶活動 12
5 飯店節慶品牌形象 12
5.1　傳達文化，延續風俗 12
5.2　創造節日，塑造品牌 13
5.3　選擇色彩，穩固形象 13
6 結論 14
參考文獻 15
致謝 16

內容摘要
 如今，人們的消費觀念和消費水平均已達到了一定的高度和層次。人們追求心靈的放松，崇尚健康的生活，尋覓新鮮的事物。節慶不斷豐富，飯店的節慶活動也隨之日新月異。本文從節慶活動策劃的原則和重點出發，從而闡明飯店節慶活動對飯店經營的重要性；其次，歸納出要策劃好一個飯店節慶活動，必須作好營銷，即從顧客的角度出發創造出好的節慶活動，了解需求，降低成本，提供便利，而后通過溝通的方式評估所策劃的節慶活動。最后，本文詳細研究了節慶品牌與飯店品牌之間的關系，指明良好的節慶品牌營銷能穩固飯店本身的品牌，樹立飯店良好的形象。

關鍵詞：飯店；節慶活動；策劃；營銷；品牌形象
 

Abstract
Nowadays, people’s consumption level and consumption attitudes have reached the high level. People pursue relaxing the soul, advocate the healthy life, and look for the fresh things. The festival activities of the hotels are changeable because the festival is changing. The thesis firstly explains the principle and important points of the festival activities plan, and then states that hotel festival activities are necessary to the operation of the hotels. Secondly, the thesis sums up if the hotel wants to plan a wonderful festival activity, it must do a perfect marketing, which is create a good activity from the customers’ point of view, know about the customer need, reduce the costs, offer convenience, and eva luate the planning by communicating with the customers. At last, the thesis researches the relation between the festival brand and the hotel brand, and states that good brand marketing helps the hotel brand become stronger, and make the imagination of the hotel better.

Key words: Hotel    Event    Plan    Marketing    Brand image