基于ASEB栅格法的银川市星级旅游饭店发展研究

在问卷调查基础上，运用ASEB栅格法对宁夏银川市星级旅游饭店发展进行分析，得出目前存在高中低档饭店比例不合理，以中高档饭店为主；经营收入以客房和餐饮为主，各档次饭店竞争加剧，盈利状况不理想；客源市场狭小，主要以内蒙古、陕西及甘肃等周边客人为主等问题．提出加强政府的宏观调控，引导和监督饭店业运营；细分目标市场，培育忠诚顾客，挖掘潜在消费群体；实行产品差异化策略，强化企业核心竞争力；融入体验式营销元素，增加产品附加值等措施．以期对宁夏银川市星级旅游饭店的发展提供参考．

Development research on the Yinchuan city star tourist hotel based on the ASEB grid analysis method

Based on the questionnaire survey, the development of Yinchuan City star tourist hotel was analyzed with ASEB grid method. The results show that the hotels are mainly high and middling standard, the proportion of high, middling and low level is improper; the main opening revenue are from guest room and dining, competition of the grade of hotel is heavier than ever, profit is not an ideal situation; the guest resource is narrow, mainly from Inner Mongolia, Shaanxi and Gansu. In order to benefit the development of the star tourist of Yinehuan City, measurements are brought forward, such as strengthening the government＇s macro-control, guiding and supervising the operation of hotels, subdividing target markets, fostering loyalty of customers, and mining the potential consumer groups, making strategy of product differentiation, and strengthening the core of enterprises competitivenes; integrating experiential marketing elements, increasing product value, etc.