【正文】 I 網(wǎng)絡(luò)時(shí)代酒店內(nèi)部營銷分析 摘要： 酒店內(nèi)部營銷 是通過提供滿足員工需要的工作產(chǎn)品來吸引、發(fā)展、激勵(lì)和保持高素質(zhì)的員工，是把員工當(dāng)作顧客的哲學(xué)，它是設(shè)計(jì)工作產(chǎn)品來滿足人的需要的戰(zhàn)略。 網(wǎng)絡(luò)時(shí)代酒店的內(nèi)部營銷是 酒店把員工作為內(nèi)部市場以營銷的觀念來經(jīng)營，借助于一些現(xiàn)代化的網(wǎng)絡(luò)工具，并通過營造適宜的環(huán)境以及各個(gè)環(huán)節(jié)應(yīng)用科學(xué)的營銷思想和手段，影響飯店員工的態(tài) 度和行為使員工同心協(xié)力共同推動(dòng)外部營銷的發(fā)展從而達(dá)到提升服務(wù)質(zhì)量 的目標(biāo)。 本文在文獻(xiàn)研究的基礎(chǔ)上，對酒店傳統(tǒng)內(nèi)部營銷和網(wǎng)絡(luò)內(nèi)部營銷 相關(guān)理論進(jìn)行了總結(jié)和提煉，并在此基礎(chǔ)上 ，對 網(wǎng)絡(luò)時(shí)代酒店的內(nèi)部營銷 基本理論進(jìn)行了重點(diǎn)深入地探討。最后，主要通過問卷調(diào)查法在對 川投國際酒店 進(jìn)行 調(diào)查的基礎(chǔ)上，就該案例進(jìn)行分析、 研究 與總結(jié) ， 對網(wǎng)絡(luò)時(shí)代酒店的內(nèi)部營銷 提出了一系列對策與建議，這對制定有效戰(zhàn)略和措施具有較強(qiáng)的指導(dǎo)作用。 關(guān)鍵詞： 內(nèi)部營銷 網(wǎng)絡(luò) 酒店管理 營銷組合 II Inter era hotel internal marketing analysis Abstract： Hotel internal marketing is through the provision of staff to meet the needs of the work products to attract, develop, motivate and maintain highquality staff is to the philosophy of the staff as a customer, it is the design of products to meet the needs of strategy. The age of the hotel39。s internal work marketing is the hotel staff as an internal market to the concept of marketing to operations, through the use of modern webbased tools, and create a suitable environment, as well as all aspects of the application of scientific ideas and means of marketing, the impact of the hotel staff attitudes and behavior so that the staff members work together to jointly promote the development of external marketing to upgrade their service quality so as to achieve the goal. In this paper, on the basis of the literature on the hotel traditional internal marketing and work marketing related theories are summarized and refined, and on this basis, the era of work marketing of the hotel39。s internal focus on the basic theory of depth. Finally, mainly through a questionnaire survey in the International Hotel on Chuantou investigation on the basis of an analysis of the case, research and concluded that the era of work marketing within the hotel made a series of countermeasures and suggestions, which the development of effective strategies and measures has a strong guiding role. Key words: Internal marketing。 Network。 Hotel Management。 Marketing mix III 目 錄 1 引言 ............................................................................................................................ 1 2 酒店內(nèi)部營銷分析 ....................................................................................................... 1 研究背景與意義 .................................................................................................... 1 研究背景 ........................................................................................................ 1 研究意義 ........................................................................................................ 2 研究的基本思路與基本方法 ................................................................................... 2 研究的基本思路 ............................................................................................. 2 研究的基本方法 ............................................................................................. 2 3 酒店傳統(tǒng)內(nèi)部營銷與網(wǎng)絡(luò)內(nèi)部營銷分析 ........................................................................ 3 內(nèi)部營 銷概述 ........................................................................................................ 3 內(nèi)部營銷的定義 ............................................................................................. 4 內(nèi)部營銷的特點(diǎn) ............................................................................................. 4 酒店傳統(tǒng)內(nèi)部營銷特點(diǎn) .................................................................................. 5 網(wǎng)絡(luò)時(shí)代酒店的內(nèi)部營銷 ...................................................................................... 6 網(wǎng)絡(luò)時(shí)代酒店傳統(tǒng)內(nèi)部營銷的局限性 .............................................................. 6 酒店網(wǎng)絡(luò)內(nèi)部營銷定義 ................................................................................... 7 酒店網(wǎng)絡(luò)內(nèi)部營銷新特點(diǎn) ............................................................................... 8 利用網(wǎng)絡(luò)進(jìn)行內(nèi)部營銷的優(yōu)勢 ........................................................................ 8 4 川投國際酒店的網(wǎng)絡(luò)內(nèi)部營銷 ...................................................................................... 9 川投國際酒店基本情況概述 ................................................................................... 9 問卷調(diào)查的實(shí)施 ....................