2020

Постійне посилання на фонд

https://ur.knute.edu.ua/handle/123456789/31

Переглянути

Перегляд 2020 за Автор "Marynich Andriy"

Зараз показуємо 1 - 1 з 1
  • Ескіз недоступний
    Документ
    MARKETING STRATEGY OF THE KHRESCHATYK HOTEL, KYIV
    (KNUTE, 2020) Marynich Andriy
    Relevance. The current state of the hotel services market is characterized by high level of competition, a variety of types of services and an increase in the level of Service. Today, hotel companies are forced to actively improve against the background of a fierce struggle for each guest, using a variety of internal organizational and technological innovations, using them as the most effective mechanisms for increasing competitiveness. The competitive advantage of the hotel is at the heart of its successful operation in the market. The hotel industry is an important component of the tourism industry and is a set of activities aimed at serving consumers. In modern business conditions in the market of hotel and tourist services, in order to maintain the competitiveness of a hotel enterprise, it is necessary to implement a whole range of measures to form and consolidate competitive advantages. From the point of view of the efficiency of the enterprise, this means increasing the role of marketing activities and the strategy of the hotel enterprise. Despite the fact that the enterprise is the basic economic unit of the country, the problems of marketing enterprises are not given due attention both from a theoretical and practical point of view. Therefore, the basic principles of creating marketing departments and services, as well as their functions and areas of activity, are still not clearly defined. The distribution of functions between employees of these departments and services and the system and individual components of marketing activities is also far from perfect, but the main disadvantage is the lack of analysis of the impact of marketing activities on the efficiency of the enterprise. Degree of study of the problem: effective methods, technologies and tools for managing competitiveness are presented in the research of many domestic and foreign scientists. The problem of competitiveness in the hotel industry has been studied by advanced domestic scientists, in particular: Shikina A.V., Fadeeva G. I. [5], Ostapenko ya.a. [6], Zavidnaya L. D. [7], Porter, M. [8 ], Ugodnikova, A. I., Tsigenko, A. Yu. [12], Alexandrov I. A. [14],. Oleynik N., Burik Yu. [15], Balatskaya N. Yu. [16], Malyuga L. M. [17], Okhota V. I. [18], Zhukov A.V. [19], Kraus N. M. [22], Davydova O. Yu. [23], Romanukha O. M. [24], Volovik, M. E. [26], Shumilin, A. [27], Malyarchuk, O. G. [28], Trunina, I. M. [29], Salita, S. V. [34, 35], Sklyar, E. P. [36], Stanchenko, A. [37, 38], Fomchenkova, L. V. [39], Lozovaya, O. A., Mamotenko. Therefore, there is a theoretical and practical problem associated with the need for a comprehensive analysis of the formation of a marketing strategy aimed at improving their effectiveness. Based on this, the purpose of the thesis is to study the theoretical foundations of the formation and implementation of a marketin g strategy and develop recommendations for their implementation in the activities of a hotel business entity. The object of research is the peculiarities of forming a marketing strategy in a hotel enterprise. The subject of the research is the marketing strategy in in a hotel enterprise.Research objectives: - conduct an analytical review of literary sources; - to investigate the factors of forming the hotel's marketing strategy; - evaluate the results of economic activity of the hotel's functioning; - identify the type of marketing strategy; - monitor the effectiveness of the marketing strategy; - develop marketing measures to promote the hotel brand; - offer marketing programs for the segment of loyal consumers; - evaluate the effectiveness of the marketing strategy to reveal theoretical aspects of the formation of competitive advantages of hotel industry enterprises. Research methods. The theoretical and methodological basis of the work consists of scientific works of leading domestic and foreign scientists on competitiveness management in the hotel industry. The research uses the following methods of scientific research: theoretical generalization, system analysis, synthesis (to study the theoretical foundations of competitiveness management); grouping and classification (to study the components of competitive advantages); induction and deduction.