酒店服务营销策略研究外文文献翻译
企业服务营销策略外文文献翻译最新2016年
毕业设计附件外文文献翻译：原文+译文文献出处: Mender G. The research of enterprise service marketing strategy [J]. International Journal of Production Economics, 2016, 2(6): 122-132.The research of enterprise service marketing strategyMender GAbstractAny business activities of enterprises are exist and rely on a certain social environment, as long as the surrounding environment has changed, companies will start to adjust system to adapt to the environment and to maintain their own survival. Industrialized mass production contributed to the formation of the big market, more and more after meets the basic demand in the rest of the goods, but natural resources are becoming scarce. The development of science and technology has brought the industrial structure adjustment, knowledge and intelligence as the core resources, network technology, and electronic commerce constitutes the knowledge-based economy. Economic globalization is the product of evolution of social economy. It brings opportunities and challenges facing the enterprise. So, the enterprise only realize build the core competitiveness, in constant change. Core competence is many elements through a long time of precipitation formation. It is seen as the source of enterprise with customer.Keywords: service marketing, marketing mix, the SWOT analysis1 IntroductionThe changes of social economic environment, and the accompanying social consumption idea and values will make instant response. Market pattern is indisputable fact that supply exceeds demand, also is disappearing, "shortage economy" s "buyer's market" begun to take shape, making passive accept consumers has become the master of the market. All the business activities of enterprises is around the "customer". Under the condition of on the background of knowledge economy, consumers have more knowledge, information and skills, keen to learn and practice more. Advocating "quality" of "perceptual consumption" replace the "rationalconsumer" is pursuing the "quantity". Based on the basic function of commodity, quantity and low price is no longer necessary main demand, and pay attention to the individuation of consumer, respected feeling, superiority, security and other emotional and psychological satisfaction become fashion consumption. This will cause people to the product conceptual understanding of change. Customer is the enterprise existence reason, only has satisfied the customer needs and preferences, the enterprise survival and development can be attained. From the enterprise's growth and the history of the research and analysis, the people realize soberly, in the numerous and complicated factors which restrict the development of the enterprise, the enterprise customers to provide product value evaluation has the final say. The pursuit of enterprise run by the original "profit first" into modern pursuit of "customer first". Enterprise survival and development environment, market supply and demand structure, the change of the enterprise management strategy has revealed the customer in the leading position in the enterprise operation. To comply with the trend, enterprises must truly take customer as the focus, to provide customers with "value" products, this is the "customer first", is the true meaning of "competitive". To maximize the value of customer perception, in addition to continuously strengthen product development performance itself, more need to increase product with service value of the intangible service quality to make the customer perception and enjoy more value products, make the enterprise keep development even more customers, greater profits, so that enterprises can put more cost to research and development to improve product performance and improve service quality, into a virtuous cycle.2 Literature reviewSince the 1960 s, research service marketing problems. Until the 1970 s, the United States and northern Europe marketing scholars with official to carry out the service of marketing research and gradually established a relatively independent service marketing. The development of the service marketing roughly experienced the following stages: Beginning stage (before 1980) : this phase of the study is mainly to discuss the differences between services and tangible products, and attempts to define common feature of most service not perceptual, inseparability, diversity, to be storedand lack of ownership. Exploring stage (1980-1985): this phase of the study mainly includes two aspects: one is to explore the characteristics of the service how to influence consumer buying behavior, especially focused on the consumer on the service characteristics, advantages and disadvantages and potential assessment of the risks of buying. The second is to explore how to according to the characteristics of the service can be divided into different types, different types of services requires marketers use different marketing strategy and skill for promotion. Advance stage (1986 - present): this stage research, one is to discuss the service marketing mix should include what factors. The second is a thorough research on service quality. Three is the theory about "service contact". Four are some of the special research in the field of service marketing, such as the export of service strategy, modern information technology on the service/management and the influence of the marketing process, etc.3 Introduction to the theory of service marketingService marketing is the enterprise under the premise of fully understanding to meet consumer demand, to fully meet the needs of the consumers has taken a series of activities in the marketing process. Service as a kind of marketing mix elements, really to the attention of the people is the century in the late 80 s, this time, due to the progress of science and technology and social productivity significantly increased, accelerating industrial upgrading and production of professional development, on the one hand, make the product service content, namely product service intensity increasing., on the other hand, with the improvement of labor productivity ', market to a buyer's market, consumers as income levels increase, also gradually change their consumption demand, demand levels also increase accordingly, and develop in the direction of diversification.3.1 Compared with the traditional marketing service marketingThe research of service marketing formed the two fields. As a service product is marketing and customer service. The essence of service product marketing is the study of how to promote as a product of service exchange. Customer service marketing is the nature of the research how to use the service as a marketing tool topromote the exchange of tangible products. Both products and services marketing and customer service, marketing, service marketing concept is customer satisfaction and customer loyalty, through customer satisfaction, and loyalty to promote favorable exchange, finally realizes the marketing performance improvement and long-term growth of the enterprise. Compared with the traditional way of marketing, service marketing is a marketing concept, marketing services, and the traditional marketing way is just a sales approach, business marketing is the specific product. Under the traditional marketing, consumers to buy the product means that the completion of a deal, though it also has the product after-sales service, but that's just a solve product after-sales maintenance functions. And from the service marketing concept understanding, consumers to buy the products only means the beginning of a sales job and is not the end, the enterprise is concerned not only for the success of the product sold, pay more attention to the consumer to enjoy the services provided by the enterprise through the product of the whole process of feeling. It can also be used. In order to understanding from Maslow’s hierarchy of needs theory: person of the highest need is to respect the needs and self-actualization needs, service marketing is (or person) provides the requirements for the consumer, and the traditional marketing way just provides a simple meet the needs of consumers in the physical or security. With the progress of the society, the improvement of people's income, consumers need is not only a product, have more need of this kind of products with specific or personalized services, which have a kind of is the feeling of respect and self value realization, and this feeling is brought by the customer loyalty. Service marketing is not just a new tendency of the development of the industry, but also the one kind of inevitable product of social progress.3.2 The evolution of the service marketingMature service enterprise marketing activities generally experienced sales, advertising and communications, product development, differentiation, customer service, service quality, and integration of seven stages and relationship marketing. Sales stage: competition, sales ability gradually increases. Enterprise attaches great importance to the sales plan rather than profits, sales skills training to employees,hope to attract more new customers, and did not consider making the customer satisfied. Advertising and communication stage: enterprise aimed to increase advertising investment, specify more than one advertising agency, brochures and point of sale of all kinds of information. Customers raised expectations, then enterprise often difficult to meet customer expectations. This phase output is not easy to measure and competitive imitation. Development stages: the stage enterprises realize new customer needs, so the introduction of many new products and services, products and services to spread. Emphasis is on new product development process. Began to market segments, establish a strong brand. Differentiation stage: enterprise positioning, through strategic analysis for differentiation, formulate clear strategy. Deeper market segmentation and market research, marketing planning, marketing, training, strengthen the brand operation. Stage customer service: customer service training, improve the service of external promotion behavior. Profitability is influenced by a certain degree even unable to continue. No process and system support. Service quality: service quality gap. Letter is from the customer analysis, customer behavior research. Design service blueprint but failing to retain old customers. Integration and relationship marketing stage: constantly research on customers and competitors. Pay attention to all the key market. Strict analysis and integrated marketing plan. Balance on the basis of marketing, marketing activities, improve procedures and systems, improve measures to retain old customers. In the 1990 s, relationship marketing becoming the focus of marketing companies, the service marketing into a new realm.3.3 The general characteristics of service marketingThe service can be divided into two categories in real economic life. Is a kind of service products, products for customers to create and provide the core interests of mainly from the intangible service? The other is a service function, mainly from the core of the product form, intangible services just to meet the customer's main demand. Berry and opera win Frey Mr. Subramanian 汄for, in the product source of core interests, tangible composition than intangible components, so the product can be regarded as a kind of "commodity" (refers to the tangible products). If the intangibleingredients than tangible elements, then the product can be regarded as a "service". Consistent with the service of this distinction, service marketing research formed the two fields, namely the service product marketing and customer service. The essence of service product marketing is the study of how to promote as a product of service exchange. Customer service marketing is the nature of the research how to use the service as a marketing tool to promote the exchange of tangible products. However, both service product marketing, and customer service marketing, the core concept of service marketing is customer satisfaction and customer loyalty, by obtaining customer satisfaction, and loyalty to promote mutually beneficial exchange, finally realizes the marketing performance improvements and the long-term growth of the enterprise.译文企业服务营销策略研究Mender G摘要任何企业的经营活动都是存在并依赖于一定社会环境的，只要周围的环境发生了变化，企业就会启动调节系统来适应环境并来维持自己的生存。
酒店服务质量管理外文文献翻译
酒店服务质量管理外文文献翻译This article examines the issue of service quality management in the hotel industry。
The importance of providing high-quality service to customers is emphasized。
as it is a key factor in customer XXX can use to improve their service quality。
such as employee training。
customer feedback。
and service recovery。
nally。
the article highlights the role of technology in service quality management and the XXX.In the hotel industry。
providing high-XXX service during their stay。
and any ings in service quality can lead to negative reviews and a loss of business。
Therefore。
XXX service quality management in order to XXX.XXX employees。
hotels XXX。
problem-solving。
XXX。
hotels XXX.XXX of service quality management is service recovery。
Even with the best ns and efforts。
mistakes and service failuresXXX must have a plan in place for addressing these XXX refunds。
酒店营销策划方案英文版
酒店营销策划方案英文版1. IntroductionThe purpose of this marketing plan is to outline strategies and tactics to promote and advertise a hotel, and ultimately increase its occupancy rates, brand awareness, and revenue. This plan will focus on targeting both leisure and business travelers, using multiple marketing channels and tactics to reach the desired target audience effectively.2. Current Situation Analysis2.1 Market AnalysisConduct a thorough analysis of the market to identify the target audience, the competition, and current market trends. Understand the demographics, psychographics, and preferences of the target audience, as well as the strengths and weaknesses of the competitors.2.2 SWOT AnalysisConduct a SWOT analysis to identify internal strengths and weaknesses of the hotel, as well as external opportunities and threats. This analysis will help identify areas that need improvement and areas where the hotel can gain a competitive advantage.3. Marketing ObjectivesClearly define the marketing objectives for the hotel, which should be specific, measurable, achievable, relevant, and time-bound (SMART). Examples of marketing objectives could include increasing occupancy rates by 10% within the next year, increasing revenue by 15% within the next six months, and improving brand awareness through social media by 20% within the next quarter.4. Target AudienceIdentify the target audience for the hotel, based on the market analysis. This should include demographics (age, gender, income, etc.), psychographics (lifestyle, interests, preferences), and behavior (travel habits, booking patterns, etc.). Understanding the target audience will help tailor marketing messages and campaigns accordingly.5. Marketing Strategies5.1 Branding and PositioningDevelop a strong brand for the hotel, with a clear positioning that differentiates it from the competition. This should include a unique value proposition and messaging that resonates with the target audience. Create a brand identity that reflects the hotel's personality and values, and consistently communicate it across all marketing channels.5.2 Online MarketingUtilize various online marketing channels to reach the target audience effectively. This could include a responsive website with optimized content and booking functionality, search engine optimization (SEO) to improve visibility in search engine rankings, pay-per-click (PPC) advertising, email marketing campaigns, and social media marketing. Regularly monitor and analyze online marketing efforts to optimize campaigns and increase conversions.5.3 Offline MarketingImplement offline marketing tactics to complement online efforts and reach potential customers in different ways. This could include print advertising in local magazines or newspapers, radio or TV advertisements, brochures and flyers in tourist information centers, and partnerships with local businesses for cross-promotion.5.4 Loyalty ProgramsImplement a loyalty program to encourage repeat business and increase customer retention. Offer incentives for frequent guests, such as discounted rates, room upgrades, or exclusive access to hotel amenities. Regularly communicate with loyalty program members through targeted email campaigns to inform them about special offers and promotions.6. Marketing Tactics6.1 Content MarketingDevelop engaging and informative content that promotes the hotel and its unique features. This could include blog posts, articles, videos, and infographics. Share content through the hotel's website, blog, and social media channels to attract and engage the target audience. Optimize content for search engines to improve organic rankings and increase visibility.6.2 Social Media MarketingCreate and maintain a strong presence on social media platforms frequented by the target audience, such as Facebook, Instagram, Twitter, and LinkedIn. Regularly post engaging content, respond to comments and messages, and encourage user-generated content through contests or promotions. Use social media advertising to reach a wider audience and increase brand awareness.6.3 Influencer MarketingPartner with influential individuals or travel bloggers who have a significant following in the target audience. Collaborate with them to create content that promotes the hotel and its unique offerings. This could include sponsored blog posts, social media mentions, or live-streaming events. Leveraging influencers can help increase brand visibility and credibility.6.4 Events and PartnershipsHost or sponsor events that align with the hotel's target audience and brand values. This could include hosting networking events for business travelers, partnering with local attractions or events, or organizing themed parties or workshops. By associating the hotel with these events and partnerships, brand awareness can be increased and new customer segments can be reached.7. Budget and EvaluationDetermine the marketing budget required to implement the marketing strategies and tactics outlined in this plan. Allocate funds to different marketing channels and campaigns based on their estimated return on investment. Regularly monitor and evaluate the effectiveness of marketing initiatives by tracking key performance indicators (KPIs) such as occupancy rates, revenue, website traffic, social media engagement, and customer feedback. Adjust marketing activities as needed based on performance evaluation.8. ConclusionBy implementing the strategies and tactics outlined in this marketing plan, the hotel can effectively promote its brand, attract the target audience, increase occupancy rates, and ultimately achieve its marketing objectives. Regularly monitor and adjust marketing efforts based on market trends, customer feedback, and performance evaluation to stay competitive and maximize results.。
酒店业服务质量管理研究-外文文献翻译
毕设附件外文文献翻译原文及译文(3500 字)原文Study of Service Quality Management in Hotel IndustryBorkar; SameerAbstractIt is an attempt to understand the role of quality improvement process in hospitality industry and effectiveness in making it sustainable business enterprise. It is a survey of the presently adopted quality management tools which are making the hotels operations better focused and reliable and meet the customer expectations. Descriptive research design is used to know the parameters of service quality management in hospitality industry. Exploratory research design is undertaken to dig out the service quality management practices and its effectiveness. Data analysis is done and presented; hypothesis is tested against the collected data. Since the industry continuously tries to improve upon their services to meet the levels of customer satisfaction; Study presents tools for continuous improvement process and how it benefits all the stake holders. It can be inferred from the study that the hotel implement continuous improvement process and quality management tools to remain competitive in the market. The study involves hotels of highly competitive market with limited number of respondents. This limits the study to hotel industry and has scope of including other hospitality service providers as well.Keywords: Customer Satisfaction, Perception, Performance Measurement, Continuous, Improvement Process.IntroductionIt has brought paradigm shifts in the operations of hospitality industry. The overall perspective of the industry is changed due to introduction of new techniques and methods of handling various processes. Awareness among the hoteliers and the guests has fuelled the inventions focused on operations. The increased sagacity of customer satisfaction led to the use of high standards of service in industry. The new service parameters made the hoteliers to implement quality management as an effective aid. It has significantly affected hotels' ability to control and adapt to changing environments. The use of new techniques began with the simple motive of sophistication and precise activities in the given field of operation which may result in high standards of service in global economy and has allowed the rise of a leisure class.Conceptual Framework This study of Service quality management in hospitality industry is an attempt to understand the presence of quality improvement process in hospitality industry and effectiveness in making it sustainable business enterprise. It is a survey of the presently adopted quality management tools which are making the hotels operations safer, focused and reliable and meet the customer expectations.As the hospitality industry becomes more competitive there is an obvious need to retain clientele as well as increasing profitability and hence management professionals strive to improve guest satisfaction and revenues. The management professionals whom are striving for these results however often have limited understanding of research surrounding the paradigms of guest satisfaction and loyalty and financial performance. This research paper shall enlighten some of the variables and important facts of service quality resulting into guest satisfaction.Review of LiteratureCustomers of hospitality often blame themselves when dissatisfied for their bad choice. Employees must be aware that dissatisfied customers may not complain and therefore the employees should seek out sources of dissatisfaction and resolve them. (Zeithaml V., 1981, p.186 -190)It is said that service quality is what differentiates hospitality sector, however there is not an agreed definition of what service quality is. There is however a few different suggestions of how to define service quality. Dividing it into technical, functional and image components; (Greenrooms C., 1982) another is that service quality is determined by its fitness for use by internal and external customers. It is accepted that service quality is depends upon guest's needs and expectations. A definition of service quality state that quality is simply conformance to specifications, which would mean that positive quality is when a product or service specific quality meet or exceed preset standards or promises. This however seems like an easy viewwithin the hospitality industry. The alternative definitions read as follows: 1) quality is excellence; 2) quality is value for money; 3) quality is meeting or exceeding expectations. This appears better aligned with ideas which exist within hospitality management than the first mentioned simplistic approach. Service quality and value is rather difficult to calculate, companies must therefore rely on guest's quality perceptions and expectations to get consistent results which is best achieved by asking guest's questions related to expectations and their perceptions of the service quality, which can effectively be achieved through carefully designed surveys.A major problem with service quality is variability and limited capability and robustness of the service production process. (Gummesson E., 1991) Hotels consumers have well-conceived ideas about service quality and quality attributes are considered important for most types of services, the absence of certain attributes may lead consumers to perceive service quality as poor. The presence of these attributes may not substantially improve the perceived quality of the service. Most customers would be willing to trade some convenience for a price break, and that the behavior, skill level and performance of service employees are key determinants of perceived quality of services. This is a major challenge in improving or maintaining a high level of service quality. (Tigineh M. et al 1992)Studies focusing on service quality management suggest that service firms spend too little effort on planning for service quality. The resultant costs of poor service quality planning lead to lower profitability as part of the service failures.(Stuart F., et al 1996)When discussing satisfaction, it is important to understand that guest's evaluation of service comprise of two basic distinct dimensions: service delivery and service outcome (Mattila, 1999). Research indicates that how the service was delivered (perceived functional quality) is more important than the outcome of the service process (technical quality). This research clearly indicates that effort by staff have a strong effect on guest's satisfaction judgments.Companies delivering services must broaden their examination of productivity to help settle conflicts – the leverage synergies – between improving service quality and boosting service productivity. ( Parasuraman A. 2002)A key activity is to conduct regularly scheduled review of progress by quality council or working group and management must establish a system to identify areas for future improvement and to track performance with respect to internal and external customers. They must also track the changing preferences of customer. Continuous improvement means not only being satisfied with doing a good job or process. It is accomplished by incorporating process measurement and team problem solving an all work activities. Organization must continuously strive for excellence by reducing complexity, variation and out of control process. Plan-D-Study-Act (PDSA) developed by Shewhart and later on modified by Deming is an effective improvement technique. First Plan carefully, then carry out plan, study the results and check whether the plan worked exactly as intended and act on results by identifying what worked as planned and what didn't work.Continuous process improvement is the objective and these phases of PDSA are the framework to achieve those objectives. (Besterfield D. et al 2003) The 'servicescape' -is a general term to describe the physical surroundings of a service environment (Reimer 2005, p. 786) such as a hotel or cruise ship. Guests are sometimes unconsciously trying to obtain as much information as possible through experiences to decrease information asymmetries This causes guests to look for quality signals or cues which would provide them with information about the service, which leads us to 'cue utilization theory'. Cue utilization theory states that products or services consist of several arrays of cues that serve as surrogate indicators of product or service quality. There are both intrinsic and extrinsic cues to help guests determine quality. Consequentially, due to the limited tangibility of services, guests are often left to accept the price of the experience and the physical appearance or environment of the hotel or cruise ship itself as quality indicators. Though there are many trade and academic papers discussing guest satisfaction has been published, one can note that limited attention has been paid to the value perception and expectations guests have towards product delivery and influence price guests pay for an experience has on satisfaction and future spending. Furthermore it is also known that the role of pricing in relation to guest determinants of perceived quality of services. This is a major challenge in improving or maintaining a high level of service quality. (Tigineh M. et al 1992) Studies focusing on service quality management suggest that service firms spend too little effort on planning for service quality.The resultant costs of poor service quality planning lead to lower profitability as part of the service failures. (Stuart F., et al 1996)When discussing satisfaction, it is important to understand that guest's evaluation of service comprise of two basic distinct dimensions: service delivery and service outcome (Mattila, 1999). Research indicates that how the service was delivered (perceived functional quality) is more important than the outcome of the service process (technical quality). This research clearly indicates that effort by staff have a strong effect on guest's satisfaction judgments. Companies delivering services must broaden their examination of productivity to help settle conflicts –the leverage synergies –between improving service quality and boosting service productivity. ( Parasuraman A. 2002)Telephonic conversation with peers and friends in hospitality industry worked a wonder giving lots of inputs in drafting this paper. Secondary data sources- For this study, data sources such as hospitality journals, Books on service quality management, organization behavior, URL on internet of various hospitality majors. Referring hospitality publications were helpful in knowing the current inventions in industry.Research Tools: Descriptive research design is used to know the attributes of service quality management in hospitality industry. Exploratory research design is undertaken to dig out the service quality management practices and its effectiveness. Data analysis is done and presented in tables. The hypothesis is tested against the collected data.Hypotheses: The hypotheses framed for the subject areHypothesis 1: Implementing service quality management as a tool for improvement in Customer Satisfaction.Hypothesis 2: Practicing Continuous Improvement program has benefited hotel. Limitation & Scope of the Study: Though there was a specific questionnaire used for collecting information, the objective of the paper was well discussed with the every contributor and whatever the information was provided by these sources is arranged for further analysis. The analysis of the available data is done on the relevance to the topic. The effectiveness of the technology in conservation of resources was always a point of consideration. The data is sifted for making it as precise as possible.Analysis and DiscussionsThere is a significant relationship between service quality management and customer satisfaction. In hospitality industry, the customer satisfaction variables such as Availability, Access, Information, Time, delivery of service, availability of personal competence, Comfortable and safer atmosphere and pollution free environment are of prime concern to every hotelier. The industry continuously tries to improve upon their services to meet the levels of customer satisfaction.The intangible nature of the service as a product means that it could be very difficult to place quantifiable terms on the features that contribute to the quality and measurement of the quality of the product is a problem for Service quality management.The customer is frequently directly involved in the delivery of the service and as such introduces an unknown and unpredictable influence on the process. The customer variability in the process makes it difficult to determine the exact requirements of the customer and what they regard as an acceptable standard of service.This problem is magnified as it is often judgmental, based on personal preferences or even mood, rather than on technical performance that can be measured. Every hotel has a target market to cater which has very specific requirement in terms of expected and perceived quality of service.The customers come with different perception of quality every time they come to hotel and this makes it quite difficult to define quality and set the level of it. It requires hotel to continuously compare their perception against customer perception in terms of satisfaction measurement with performance measurement. The study has shown that the effective tools which management of various hotels uses for continuous improvement process and how it is dissipated amongst all the stake holders.译文酒店业服务质量管理研究博卡;萨米尔摘要本文旨在研究酒店业中质量改进过程的作用以及如何有效地推动企业的可持续发展。
营销策略业务英文文献及翻译
营销策略业务英文文献及翻译1 IntroductionMarketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad t hat generates record-breaking volume for a retail store one month is repeated the following month and b ombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The s ame item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery elude s solution but demands attention. The success of an enterprise and development of enterprises depends to a large extent on whether or not they have advanced, meet the needs of the enterprise marketing strateg y. For Marketing is the definition, The well-known American scholar Philips marketing of the core marke ting concept of the following description : "Marketing is individuals or groups to create, provide and exc hange with other valuable products, to satisfy their own needs and desires of a social activities and mana gement process. " In the core concept contains a number of elements: needs, desires and needs; Products or provide; Value and satisfaction; exchange and transactions; and networking; market; Marketing and sa les were a series of concept.This article is devoted to the idea that your marketing results can be improved through a better Understa nding of your customers. This approach usually is referred to as the marketing concept.Putting the customer first is probably the most popular phrase used by firms ranging from giant conglom erates to the corner barber shop, but the slogan zing is often just lip service. The business continues to operate under the classic approach -- "Come buy this great product，if you dedicate your activities e xclusively to solving your customer's problems. The quality of services, and enterprises to culti vate customers satisfaction and loyalty, and can create enterprise value.Any marketing program has a better chance of being productive if it is timed, designed and w ritten to solve a problem for potential customers and is carried out in a way that the customer understands and trusts. The pages that follow will present the marketing concept of putting th e customer first. Marketing is a very complex subject; it deals with all the steps between deter mining customer needs and supplying them at a profit. In addition to some introductory materi al on marketing, this publication includes practical material on the marketing approaches to bu dgeting, layout design, and headline writing, copywriting and media analysis. So that a clear u nderstanding of enterprise marketing strategy to improve the operations of enterprises.2 The marketing conceptMarket positioning is identifying the target market, enterprises will adopt what marketing m ethods, which provide products and services the target market and competitors to show distincti on, thereby establishing corporate image and obtain favorable competitive position. Market posit ioning is a process of enterprise differentiation process, how to find the differences, identify di fferences and show differences. Today too many similar products, consumers how to choose? Consumers buy what is the justification? On the effective positioning for a solution. Positionin g is the first to propose in the advertising industry, advertising emphasized in the eyes of the public who left the location, And people often prefer preconceptions; If enterprises can target your customers mind to establish a definite position, to the consumer a reason to buy, enterpri ses can often compete in an advantageous position.Marketing is an economy built on science, behavioral science and modern management theory on the basis of applied sciences. It enterprise marketing activities and to study law, customers.− Determine what you are now doing to satisfy those wants and needs.− Prepare a marketing plan that allows you to reach out to new customers or to sell more to your present customers.− Test the results to see if your new strategies are yielding the desir ed results.Market research must be used in each of these six steps to help define your business for your customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include− Learning who your customers are and what they want.− Learning how to reach your customers and how frequently you should try to communicate with them.− Learning which advertising appeals are most effective and which ones get no response.− Learning the relative success of is that, properly done, market research is quite expensive, takes time and requires professional expertise. Acquiring all the necessary data to reduce the risk to your venture may cost so much and take so long that you may go out of business. The answer is to find a quick and inexpensive way of getting enough data to help you make the right decision most of the time. Some obvious pitfalls are− Using a sample that does not represent the total market.− Asking the wrong questions.− Not listening to the responses.− Building in biases or predispositions that distort the reliability of information.− Letting arrogance or hostility cut off communi cation at some point in the marketing process.If you have a limited budget, develop the skills to hear what your customers and potential customers are telling you. Some techniques worthy of consideration are− Advisory board -- Occasionally convene a group of local people, whose opinions you respect, to act as a sounding board for new ideas. Choose your group with extreme care; one or two negative thinkerscan distort the thought process of the entire group.− User group -- Gather customers together to discuss new ideas. Their opinions can help you keep your business on track. Pick a neutral setting where the people will talk. Be sure to reward the participants and share the credit for good ideas.− Informal survey -- If you seek feedback from customers by simply asking how was everything? You can be seriously misled. Most people, even those with legitimate complaints, are reluctant to speak out because they are afraid of appearing foolish.对于企业的创造者和提案者而言营销策略是一个谜。
酒店服务质量外文文献翻译
文献出处: : Mbuthia Mbuthia S, Muthoni C, Muchina S. HOTEL SERVICE QUALITY: PERCEPTIONS AND SATISFACTION AMONG DOMESTIC GUESTS IN KENYA [J]. Arabian Journal of Business and Management Review (Oman Chapter), 2013, 2(8): 22-32.原文HOTEL SERVICE QUALITY: PERCEPTIONS AND SATISFACTIONAMONG DOMESTIC GUESTS IN KENYASusan ；Caroline; StephenINTRODUCTION In Kenya, tourism is the foremost earner of foreign exchange and it contributed to to Ksh Ksh Ksh 100 100 100 billion billion billion of of of the the the GDP GDP GDP in in in 2011. 2011. 2011. According According According to to to Republic Republic Republic of of of Kenya Kenya Kenya (2012), (2012), tourism made a direct contribution to the growth of hotel industry and other related sectors. Hotels on the other hand have to invest in managing their relationships with customers customers and and and maintaining maintaining maintaining quality quality quality to to to ensure ensure ensure that that that customers customers customers whose whose whose loyalty loyalty loyalty is is is in in in the the short term will continue to be loyal in the long term. The growth in tourism is well anticipated anticipated as as as evident evident evident in in in studies studies studies and and and analyses analyses analyses conducted conducted conducted by by by experts experts experts and and and relevant relevant organizations in this industry. Kenya is home to host of five star luxury hotels most of multinational owned or franchised franchised such such such as as as Hilton Hilton Hilton Nairobi, Nairobi, Nairobi, Serena Serena Serena hotels hotels hotels and and and the the the Fairmont. Fairmont. Fairmont. There There There is is is also also also a a wide range of domestic hotels and hospitality enterprises whose service offering not only complements those of world class hotels but also serve the domestics guests or tourists. Domestic Domestic tourism tourism tourism especially especially especially in in in the the the developing developing developing world world world has has has for for for a a a long long long time time time been been viewed viewed as as as inconsequential. inconsequential. inconsequential. Gerosa Gerosa Gerosa (2003) (2003) (2003) states states states that that that domestic domestic domestic tourism tourism tourism is is is "often "often overseen", despite case studies showing a greater impact particularly on the informal sector than international tourism. Domestic tourism in in Kenya has Kenya has however received due due focus focus focus from from from tourism tourism tourism agencies agencies agencies for for for instance instance instance the the the Kenya Kenya Kenya Tourism Tourism Tourism Board Board Board planned planned planned to to use use Ksh50 Ksh50 Ksh50 million million million (around (around (around US$ US$ US$ 690 690 690 000) 000) 000) mainly mainly mainly in in in marketing marketing marketing and and and promoting promoting promoting of of domestic tourism in the country (Kenya News Agency, 2004). One of the ways of assessing the impact of such efforts would be to consider the bed occupancy rates by residents. It can be seen from Fig. 1 below that domestic bed occupancy in Kenya has been on the rise since 2002. Notable also is that there was remarkable remarkable growth growth growth in in in occupancy occupancy occupancy for for for the the the 2007/2008 2007/2008 2007/2008 period period period 26.95% 26.95% 26.95% to to to 42.35%. 42.35%. Meaning Meaning that that that domestic domestic domestic guest guest guest have have have become become become an an an important important important customer customer customer segment segment segment that that warrants warrants attention. attention. attention. On On On the the the other other other hand, hand, hand, growth growth growth rates rates rates notwithstanding notwithstanding notwithstanding inconsistencies inconsistencies are are seen seen seen in in the the decline decline to to 34% 34% 34% in in in 2009 2009 2009 which which again points to to some some some sort sort of inconsistency inconsistency a a a gap gap gap which which which requires requires requires some some some critical critical critical attention attention attention especially especially especially in in in relation relation relation to to service quality a gap this study sought to address. This study study having having appreciated the role role the the the domestic domestic hotel guests play in providing the necessary patronage, would like to make a case for studying perception of quality for the services they experience at this hotels. It is important to realize that the domestic guest may not necessarily attract the same kind of attention and receive similar similar kind kind kind of of of service service service as as as a a a foreign foreign foreign guest guest guest in in in some some some hotels hotels hotels as as as they they they may may may be be be treated treated treated as as undeserving. Tourist class hotels are sometimes referred to as 'hotels for the whites' an undertone undertone that that that may may may affect affect affect negatively negatively negatively the the the quality quality quality of of of service service service offered offered offered to to to the the the domestic domestic guest. If If domestic domestic domestic guests guests guests are are are to to to be be be encouraged encouraged encouraged to to to play play play their their their roles roles roles in in in bridging bridging bridging the the seasonality gap that is the core of the international tourism business model, then they have to perceive the services provided as being worth their money value. This study therefore therefore aimed aimed aimed at at at determining determining determining the the the guest guest guest actual actual actual experience experience experience and and and evaluation evaluation evaluation from from from the the stay hence assess how the hotel performed against perceived quality and the effect on guest satisfaction. LITERATURE REVIEW Service quality Quality concept can be viewed in various perspectives in order to fully appreciate the role it plays in the many parts of business organization especially in the hotel industry. According to Bruhn and Manfred (2006) the concept of service quality emerged as a major challenge for service companies. This is because of the characteristics of services; e specially the especially the encounter of provider a nd customer in and customer in t he the service service process, process, process, service service service quality quality quality is is is a a a more more more complex complex complex construct construct construct than than than product product product quality. quality. Indeed Indeed the the the most most most fundamental fundamental fundamental definition definition definition of of of a a a quality quality quality product product product is is is one one one that that that meets meets meets the the expectations of the customer. In hotel industry, quality is defined simply as product conformation to specifications while meeting the expectations of the customer. Since each each customer customer customer have have have their their their own own own expectations, expectations, expectations, and and and then then then service service service quality quality quality remains remains remains a a subjective subjective matter matter matter that that that befits befits befits objective objective objective assessment assessment assessment through through through understanding understanding understanding of of of various various facets of perception, their measurement and how they relate to satisfaction an issue we shall pursue in this proceeding section. Perceived service quality Several authors through their work have tried to conceptualize perceived service quality with varying illustrations especially in reference to the dimensions applied in their their studies. studies. studies. Gronroos Gronroos Gronroos (1984) (1984) (1984) in in in his his his seminal seminal seminal paper paper paper on on on service service service quality quality quality defined defined defined the the perceived quality of a given service as the result of an evaluation process, in which the consumer compares his expectations with his perception of the service received; in other other words, words, words, he he he places places places the the the perceived perceived perceived service service service and and and the the the expected expected expected service service service opposite opposite opposite one one another. another. In In In the the the same same same study, study, study, two two two factors factors factors that that that consumers consumers consumers consider consider consider when when when evaluating evaluating service quality were identified as functional quality and technical quality. The latter being being the the the process process process of of of service service service delivery delivery delivery and and and the the the former former former is is is what what what consumers consumers consumers actually actually receive from the service. Parasuraman et al. (1988) identified five dimensions in their SERVQUAL model. These were tangible elements which are the physical surrounding of the place where the service is delivered for instance how the table is set or room furnishings, reliability which which is is is seller's seller's seller's capability capability capability to to to supply supply supply the the the promised promised promised outputs outputs outputs at at at the the the stated stated stated level level level and and responsiveness responsiveness determined determined determined as as as capability capability capability to to to respond respond respond to to to and and and satisfy satisfy satisfy the the the customer's customer's wishes. Others are assurance- employees' knowledge, politeness and trustworthiness and empathy- willingness and capability to respond to individual customer desires for example example making making making the the the bed bed bed with with with the the the sheets sheets sheets of of of a a a particular particular particular colour colour colour as as as requested requested requested by by by a a customer. 译文译文肯尼亚国内消费者对酒店服务质量的看法和满意度肯尼亚国内消费者对酒店服务质量的看法和满意度苏珊,卡罗琳,斯蒂芬斯蒂芬引言引言在肯尼亚，旅游是最重要的外汇来源,它在2011年为肯尼亚的国内生产总值贡献了1000亿。
企业服务营销策略外文文献翻译最新2016年
企业服务营销策略外文文献翻译最新2016年XXX market。
simply offering high-quality products is not XXX customer service and create a strong brand image in order to XXX marketing strategies。
including customer nship management。
service n。
and service recovery。
and provides examples of XXX.摘要本文探讨了企业开发有效的服务营销策略的重要性。
作者认为，在当今竞争激烈的市场中，仅仅提供高质量的产品是不足以的。
企业必须还提供优秀的客户服务，并创建强大的品牌形象，以吸引和留住客户。
本文研究了各种服务营销策略，包括客户关系管理、服务创新和服务恢复，并提供了成功实施的示例。
作者得出结论，优先考虑服务营销的企业将更好地为长期成功做好准备。
nXXX market。
XXX simply providing high-quality productsis no XXX success。
In order to stand out from the n。
XXX astrong brand image。
This requires the development of effective service marketing XXX.介绍在当今全球化和高度竞争的市场中，企业面临前所未有的挑战。
仅仅提供高质量的产品的传统方法已经不足以保证成功。
为了在竞争中脱颖而出，企业还必须专注于提供优秀的客户服务和创建强大的品牌形象。
这需要开发有效的服务营销策略，帮助企业区别于竞争对手，吸引和留住客户。
XXXXXX new field that has emerged in response to the growing importance of services in the global XXX marketing。
营销外文文献及翻译
外文文献A marketer’s guide to behavioral economicsApirl.2010 • Ned Welch • McKinsey QuarterlyMarketers have been applying behavioral economics-often unknowingly for years. A more systematic approach can unlock significant value.Long before behavioral eco nomics had a name, marketers were using it. “Three for the price of two” offers and extended-payment layaway plans became widespread because they worked—not because marketers had run scientific studies showing that people prefer a supposedly free incentive to an equivalent price discount or that people often behave irrationally when thinking about future consequences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few companies use them in a systematic way. In this article, we highlight four practical techniques that should be part of every marketer’s tool kit.1. Make a product’s cost less painfulIn almost every purchasing decision, consumers have the option to do nothing: they can always save their money for an other day. That’s why the marketer’s task is not just to beat competitors but also to persuade shoppers to part with their money in the first place. According to economic principle, the pain of payment should be identical for every dollar we spend. In marketing practice, however, many factors influence the way consumers value a dollar and how much pain they feel upon spending it.Retailers know that allowing consumers to delay payment can dramatically increase their willingness to buy. One reason delayed payments work is perfectly logical: the time value of money makes future payments less costly than immediate ones. But there is a second, less rational basis for this phenomenon. Payments, like all losses, are viscerally unpleasant. But emotions experienced in the present—now—are especially important. Even small delays in payment can soften the immediate sting of parting with your money and remove an important barrier to purchase.Another way to minimize the pain of payment is to understand the ways “mental a ccounting” affects decision making. Consumers use different mental accounts for money they obtain from different sources rather than treating every dollar they own equally, as economists believe they do, or should. Commonly observed mental accounts include windfall gains, pocket money, income, and savings. Windfall gains and pocket money are usually the easiest for consumers to spend. Income is less easy to relinquish, and savings the most difficult of all.Technology creates new frontiers for harnessing mental accounting to benefit both consumers and marketers. A credit card marketer, for instance, could offer a Web-based or mobile-device application that gives consumers real-time feedback on spending against predefined budget and revenue categories—green, say, for below budget, red for above budget, and so on. The budget-conscious consumer is likely to find value in such accounts (although they are not strictly rational) and to concentrate spending on a card that makes use of them. This would not only incre ase the issuer’s interchange fees andfinancing income but also improve the issuer’s view of its customers’ overall financial situation. Finally, of course, such an application would make a genuine contribution to these consumers’ desire to live within the ir means.2. Harness the power of a default optionThe evidence is overwhelming that presenting one option as a default increases the chance it will be chosen. Defaults—what you get if you don’t actively make a choice—work partly by instilling a perception of ownership before any purchase takes place, because the pleasure we derive from gains is less intense than the pain from equivalent losses. When we’re “given” something by default, it becomes more valued than it would have been otherwise—and we are more loath to part with it.Savvy marketers can harness these principles. An Italian telecom company, for example, increased the acceptance rate of an offer made to customers when they called to cancel their service. Originally, a script informed them that they would receive 100 free calls if they kept their plan. The script was reworded to say, “We have already credited your account with 100 calls—how could you use those?” Many customers did not want to give up free talk time they felt they already owned.Defaults work best when decision makers are too indifferent, confused, or conflicted to consider their options. That principle is particularly relevant in a world that’s increasingly awash with choices—a default eliminates the need to make a decision. The default, however, must also be a good choice for most people. Attempting to mislead customers will ultimately backfire by breeding distrust.3. Don’t overwhelm consumers with choiceWhen a default option isn’t possible, marketers must be wary of generating “ch oice overload,” which makes consumers less likely to purchase. In a classic field experiment, some grocery store shoppers were offered the chance to taste a selection of 24 jams, while others were offered only 6. The greater variety drew more shoppers to sample the jams, but few made a purchase. By contrast, although fewer consumers stopped to taste the 6 jams on offer, sales from this group were more than five times higher.Large in-store assortments work against marketers in at least two ways. First, these choices make consumers work harder to find their preferred option, a potential barrier to purchase. Second, large assortments increase the likelihood that each choice will become imbued with a “negative halo”—a heightened awareness that every option requires you to forgo desirable features available in some other product. Reducing the number of options makes people likelier not only to reach a decision but also to feel more satisfied with their choice.4. Position your preferred option carefullyEconomists assume that everything has a price: your willingness to pay may be higher than mine, but each of us has a maximum price we’d be willing to pay. How marketers position a product, though, can change the equation. Consider the experience of the jewelry sto re owner whose consignment of turquoise jewelry wasn’t selling. Displaying it more prominently didn’t achieve anything, nor did increased efforts by her sales staff. Exasperated, she gave her sales manager instructions to mark the lot down “x½” and departed on a buying trip. On her return, she found that the manager misread the note and had mistakenly doubled the price of the items—and sold the lot.2 In this case,shoppers almost certainly didn’t base their purchases on an absolute maximum price. Instead, t hey made inferences from the price about the jewelry’s quality, which generated a context-specific willingness to pay.The power of this kind of relative positioning explains why marketers sometimes benefit from offering a few clearly inferior options. Eve n if they don’t sell, they may increase sales of slightly better products the store really wants to move. Similarly, many restaurants find that the second-most-expensive bottle of wine is very popular—and so is the second-cheapest. Customers who buy the former feel they are getting something special but not going over the top. Those who buy the latter feel they are getting a bargain but not being cheap. Sony found the same thing with headphones: consumers buy them at a given price if there is a more expensive option—but not if they are the most expensive option on offer.Another way to position choices relates not to the products a company offers but to the way it displays them. Our research suggests, for instance, that ice cream shoppers in grocery stores look at the brand first, flavor second, and price last. Organizing supermarket aisles according to way consumers prefer to buy specific products makes customers both happier and less likely to base their purchase decisions on price—allowing retailers to sell higher-priced, higher-margin products. (This explains why aisles are rarely organized by price.) For thermostats, by contrast, people generally start with price, then function, and finally brand. The merchandise layout should therefore be quite different.Marketers have long been aware that irrationality helps shape consumer behavior. Behavioral economics can make that irrationality more predictable. Understanding exactly how small changes to the details of an offer can influence the way people react to it is crucial to unlocking significant value—often at very low cost.不可或缺的营销四技巧多年来，营销商一直在运用行为经济学，但往往是不自觉地运用。
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毕业设计附件外文文献翻译：原文+译文文献出处: Soliman M. The research of hotel service marketing strategy [J]. The Accounting Review, 2016, 2(3): 813-823.原文The research of hotel service marketing strategySoliman MAbstractThe continuous development of the tourism industry, also contributed to the hospitality industry at the same time has more development opportunities facing greater competition. On the tangible product of traditional competition is embodied in the hotel, because the alternative of tangible products and replication, the form of competition is transferred to the service, therefore, has become the hotel marketing service marketing one of the most important aspects. And how to build the perfect hotel service marketing system, how to adopt targeted services marketing strategy can make the hotel get comparative advantage in the fierce competition, gain long-term profits has become a hot topic in the research.Key words: Customer value; Service marketing; Strategy1 IntroductionAlong with market competition intensifying, the hotel industry will also be marketing focus shift from the traditional product marketing to service marketing. And service marketing to win the key lies in whether the hotel can meet the needs of customers, to create more customer value. So this article in the perspective of customer value, customer value is analyzed and the relationship between the service marketing, build the theoretical framework and contents of the hotel service marketing, puts forward the hotel service marketing strategy based on customer value. This can not only link the interests of the demand and supply side of the hotel, meet the demand of the value of multiple stakeholders, but also to the hotel and enhance customer value, finally win the competitive advantage and long-term profits. Service marketing research is the general enterprise, there is no specific focus on the hotelindustry, nor from the perspective of customer value, and focus on a handful of services marketing management measures, such as WoSiFu's (Worsfold, 1999) and lyn o (Alleyne, et al., 2006), to study the effect on the performance of the hotel service personnel management. The granite (Sigala, 2005) studied the customer relationship in service market. Through the analysis of the above can be found that the current lack of from the perspective of customer value, the study of hotel service marketing strategy. Because of the service marketing emphasizes the "human" factor, emphasize to create customer value, meet the needs of customers and maintain customer loyalty, and to increase market share and expand market share, so as to obtain and strengthen the enterprise the competitive advantage, therefore, from the perspective of customer value study of hotel service marketing strategy is very important and necessary.2 Customer value and service marketing2.1 The connotation of customer valueIn marketing and consumer related literature, the customer value has two different connotations. A case, the customer value refers to the "customer value" of the enterprise, the customer to enterprise's significance and importance. Another kind of cases, the customer value refers to the value of the enterprise is passed to the customer. In this paper, the customer value after taking a definition, namely enterprise create and provide value for customers, customer value of beneficiaries and the owner is the customer. According to Mr. Rove of customer value hierarchy model, in the hotel service marketing in the customer's value also can be divided into three levels, from the bottom up, respectively for the service attribute value, service value and the service goal value results. Service properties level including the particular form of hotel service product, service, environment, quality of service, etc.; Results level is the effect of customers to enjoy the hotel services, including positive and negative two effect. Target level is the most top customer value, including the user's core values, purpose and goals, is the final result of customers to use and enjoy the service.2.2 The connotation of service marketingRefers to the service marketing focus on service is in the enterprise managementof the marketing function. Suffers from the co-existence of the product itself is service and practice, and no strict boundaries at first, with the improvement of consumption level, consumers are increasingly demanding on the added value of products, and is the concentrated reflection of value-added products technology content, service content, service quality high and low in a sense determines the size of the product added value. Therefore, the service marketing becomes one of the most important aspects of the modern market competition.2.3 The customer value and the relationship between service marketingHotel service marketing based on customer value focus is on customer satisfaction, customer satisfaction is a psychological activity, is the demand of customer is satisfied after the pleasure. Customer satisfaction is determined by the size of the customer value, customer value and from the hotel loyalty of staff, staff's loyalty to the hotel depends on the internal services are satisfied. Thus, in the process of hotel service marketing, customer value is the connection marketing service main body, customer satisfaction and loyalty, the hotel to the link between profit and development. Customer value creation is for the hotel service marketing gain and the sources of competitive advantage and value from the customer's perspective, the systematic study of hotel service marketing strategy, not only can effectively link the interests of the hotel service suppliers and demanders, meet the demand of plural value, but also help the Omni-directional and multi-level mining customer value, improve customer loyalty of hotel product. Hotel service marketing implementation is the key to accurately grasp the customer expectations, including explicit expectations and implicit expectations, on the basis of the emphasis on service product portfolio can improve customer perceived value, customer satisfaction. Provide hotel service marketing mainly through added value for customer satisfaction, this is the hotel product core interests, product prices are almost the same to attract customers, customer retention, the only way beyond the competitors.3 The theory framework of hotel service marketing based on customer valueThe hotel service marketing strategy based on customer value theory framework should include the content of the hotel service marketing, function and goal. Shouldnot only include the traditional 4P marketing elements, should increase marketing process according to the particularity of service products and tangible demonstration, etc. Among them, is the core of customer value marketing strategy framework, periphery is an element of marketing strategy, and each function module in multilayer model to clearly define the hotel service marketing strategy formulation, implementation, evaluation and feedback process. As can be seen from the above, the hotel service marketing based on customer value includes six aspects, due to the particularity of pay for the service product; these six aspects have difference with the traditional 4P. The six aspects of marketing strategy formulation needs to related to the allocation of investment. Traditional marketing investment configurations often proceed from enterprises, ignoring the mining of customer value, caused the marketing resources to waste. Therefore, the hotel service marketing investment configuration process should pay attention to maintain old customer and develop new customers, to maximize customer value as the goal, at the same time, must have the corresponding marketing implementation feedback and evaluation mechanisms, so as to form a complete service marketing system, to really improve the comprehensive competitiveness of the hotel.4 Hotel service marketing strategy based on customer value4.1 Hotel service product marketing strategyHotel products including tangible products and intangible product of two parts, tangible products including guest room, dining, drinks and a variety of facilities, intangible products means the hotel provides services to customers. The hotel service marketing can not only improve the quality of its tangible products, can create more value. Hotel service product marketing based on customer value includes not only the hotel according to the customer's requirements, all aspects of product, reasonable design of contents to product positioning, market segmentation and provide customer satisfaction products, more contain hotel service brand shaping. Service products is an important part of the hotel product, hotel to fully optimize the content of the service product, improve the service standard, all in accordance with the service, details, customization, timely change direction, want to have their own unique serviceproducts at the same time, in full consideration under the condition of customer requirements and their own conditions, shape the service brand, and let customers experience the concept of brand value and pass by.4.2 Hotel services marketing strategyHotel price strategy based on customer value for the hotel to use all kinds of market research methods and the actual marketing experience, as fully as possible to collect the customer to the hotel product value evaluation, so as to provide objective evidence for the customer can accept the price. Price strategy include: discount and free strategy: in this pricing strategy, the endurance of the hotel, we must give full consideration to the customer and their sensitivity to the price, make customer feel real benefit and also bring long-term benefits to hotel's price strategy. Not to benefit, at the time of the peak season push up prices, or at a discount price discount again hurt the feelings of the customer first, damage the interests of the customer. Psychological pricing strategy: pricing is not only a hotel using a strategy to guide consumption, sometimes really is to take care of the customer's mood, give them comfort and feel lucky necessary measures.4.3 The hotel service marketing strategy processThe inseparability of the service product shows that the service production process have also been customers as part of the "service products", and for most of the hotel services, its production process and consumption process at the same time, it also makes the service process is always in a state of interaction, including the interaction between the customer and hotel customer interactions with the hotel waiter and interact within the hotel staff. The interaction is between the hotel customers. Due to the interaction between the customer will affect the evaluation of customers for hotel, hotel will therefore lead to the positive interaction, avoid negative interactions. For example, the lobby is not smoking in public place, the hotel will be strict supervision, can't let smokers affect other non-smokers. Smoking at the same time in order to meet the customer's demand, can set up a special smoking area. For the special day, to give customers meet the needs of customers for the festival, the hotel can hold some activities, let customers to interact with each other to send lonely,increasing the loyalty of hotel. The interaction is between customer and hotel waiter. In the process of service, the hotel staff must be unfriendly customers give tolerance and understanding, in order to avoid unnecessary disputes brings losses to the hotel. At the same time, the hotel also should strengthen the employee’s too friendly customer training in order to prevent affecting employees and customers is too close to work or to other customers. Interaction between employees, the hotel staff interaction between embodied in the service of each link in the process of cohesion and cooperation.译文酒店服务营销策略研究Soliman M摘要旅游业的不断发展，也促使酒店业在获得了更多发展机会的同时也面临着更大的竞争。