title: Ð¤Ð¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÑ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¾ÑÐµÐ»Ñ ÐÐ²ÐµÐ´ÐµÐ½ÑÐºÐ¸Ð¹)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Formation of hotel marketing strategy (on the example of Vedensky hotel)
Creators: name: ÐÐ»Ð¾ÑÐ¸Ð½Ð°, Ð®Ð»Ð¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸
Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ðµ
ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ðµ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ð¸
Ð°Ð½Ð°Ð»Ð¸Ð·
Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸
marketing
marketing strategies
hotel company
economic indicators
analysis
efficiency evaluation

description: ÐÑÐ½Ð¾Ð²Ð½Ð°Ñ ÑÐµÐ»Ñ Ð½Ð°Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ â ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ ÐÐ Â«ÐÑÐµÐ»Ñ Â«ÐÐ²ÐµÐ´ÐµÐ½ÑÐºÐ¸Ð¹Â». Ð Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: 1. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð´Ð°Ð½Ð½ÑÑ Ð¿Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ñ Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¼ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐ¼. 2. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð¸ Ð¸Ñ Ð°Ð½Ð°Ð»Ð¸Ð·. 3. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²Ð½ÐµÑÐ½Ð¸Ñ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½Ð¸Ñ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð² ÐÐ Â«ÐÑÐµÐ»Ñ Â«ÐÐ²ÐµÐ´ÐµÐ½ÑÐºÐ¸Ð¹Â». 4. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð´Ð»Ñ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÐ¼Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ðµ Ð² Ð´ÐµÐ¹ÑÑÐ²ÑÑÑÑÑ ÑÐ°Ð±Ð¾ÑÑ Ð¾ÑÐ´ÐµÐ»Ð° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. 5. ÐÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½ÑÑ Ð¿ÑÐ¾ÑÐµÑÑÐ¾Ð². Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð°ÑÑ Ð² Ð°ÐºÑÐ¸Ð¾Ð½ÐµÑÐ½Ð¾Ð¼ Ð¾Ð±ÑÐµÑÑÐ²Ðµ Â«ÐÑÐµÐ»Ñ Â«ÐÐ²ÐµÐ´ÐµÐ½ÑÐºÐ¸Ð¹Â». ÐÐ±ÑÐµÐºÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â ÐÐ Â«ÐÑÐµÐ»Ñ Â«ÐÐ²ÐµÐ´ÐµÐ½ÑÐºÐ¸Ð¹Â». ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ. Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¿ÑÐ¾ÑÐµÑÑÑ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ Ð¸Ñ Ð¸ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ðµ. Ð¢Ð°ÐºÐ¶Ðµ Ð±ÑÐ»Ð° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸, SWOT Ð¸ PEST Ð°Ð½Ð°Ð»Ð¸Ð·Ñ. Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¿ÑÐ¾Ð±ÐµÐ»Ñ Ñ Ð´ÐµÐ¹ÑÑÐ²ÑÑÑÐ¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹. ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ, Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÐµ ÑÐ¸ÑÑÐµÐ¼Ñ Yandex Ð¸ Google. ÐÑÐ¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐµ Ð´Ð°Ð½Ð½ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ: ÐºÐ¾Ð»Ð¸ÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð¸ ÐºÐ°ÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·. ÐÐ¾Ð»Ð¸ÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð²ÐºÐ»ÑÑÐ°Ð» Ð² ÑÐµÐ±Ñ ÑÐ°ÑÑÑÑÐ½ÑÑ ÑÐ°ÑÑÑ, Ð° ÐºÐ°ÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð½ÐµÐ¿Ð¾ÑÑÐµÐ´ÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½Ð¾Ð¹ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ñ Ð¿Ð¾ÑÐ»ÐµÐ´ÑÑÑÐ¸Ð¼Ð¸ Ð²ÑÐ²Ð¾Ð´Ð°Ð¼Ð¸. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ ÑÐ°Ð±Ð¾ÑÑ ÑÑÐ°Ð»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð´Ð»Ñ ÐÐ Â«ÐÑÐµÐ»Ñ Â«ÐÐ²ÐµÐ´ÐµÐ½ÑÐºÐ¸Ð¹Â» ÑÐ»ÑÑÑÐµÐ½Ð½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ (Ð±Ð°Ð·Ð¾Ð²ÑÑ Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ ÑÐ¾ÑÑÐ°).
description: The main purpose of writing this work is to develop proposals for improving the marketing strategy of the enterprise JSC "Hotel "Vedensky". In the course of the research, the following tasks were solved: 1. The study of theoretical data on marketing and marketing strategies. 2. Research of existing marketing strategies and their analysis. 3. Research of external and internal factors of JSC "Vedensky Hotel". 4. Development of marketing strategies for the enterprise in question and implementation in the current work of the marketing department. 5. Evaluation of the effectiveness of the developed processes. The work was carried out in the joint-stock company "Hotel "Vedensky". The object of the study is JSC "Hotel "Vedensky". The subject of the research is the marketing strategies of the enterprise and their effectiveness. In the course of the work, the marketing processes of the hotel company and their execution were considered. Competitiveness assessment, SWOT and PEST analyses were also carried out. In the course of the work, gaps in existing strategies were identified. Yandex and Google search engines were used to collect the data needed to perform the work. The following methods were used in data processing: quantitative and qualitative analysis. The quantitative analysis included the calculation part, and the qualitative direct analysis of the information received with subsequent conclusions. The result of the work was the development of improved marketing strategies (basic and growth strategies) for JSC "Vedensky Hotel".