MARKETING STRATEGY OF THE KHRESCHATYK HOTEL, KYIV
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Дата
2020
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Назва журналу
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Назва тому
Видавець
KNUTE
Анотація
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.
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