摘要：自进入二十一世纪，我国经济快速发展，人们的口袋渐渐地鼓了起来，也有了一定休闲度假的意识，这使得酒店业和旅游业快速地发展了起来，竞争也日趋激烈。现有的酒店有档次较低的小型旅馆和装饰豪华、档次较高的星级酒店, 而价格适中、档次适度的则相对较少，这类酒店市场已经远远不能满足公众的需求，人们既希望能够住上舒适干净的酒店，又希望能有低廉的价格，为满足这一需求，经济型酒店悄然兴起，如家快捷酒店就是其中的佼佼者。
如家快捷酒店是中国最大的经济型连锁酒店之一，作为行业中标杆企业，研究如家的发展状况以及市场营销策略，总结它的特征和营销手段，并提出有效的建议，可以为中国的经济型酒店进一步发展，提供理论依据和实例参考。
本文采用了PEST宏观环境分析法、波特五力模型分析法、SWOT分析法对如家进行内外部环境分析,结合7Ps服务营销组合理论，从产品、价格、渠道、促销、人员、过程和有形展示这七个方面进行深入研究。希望可以为如家的发展提供一定的参考,也能为中国的经济型酒店业的发展提供一些思路。
关键词：如家 经济型酒店 PEST分析 SWOT分析 STP分析 7Ps
Abstract: Since entering the 21st century, with the development of economy, people are gradually richer and have the consciousness of leisure vacation. This also leads to the rapid development of tourism and hotel industry, competition becomes increasingly fierce. It is mainly high star hotels and low grade of small hotels, and less moderate price and grade hotels. This kind of market cannot be satisfied with the needs of the public. People want to be able to stay in both clean and comfortable hotels, and hope to have lower price. In order to meet with these demands, economy hotels have appeared, home inns is the most famous of these.
Home inns is one of the largest economy hotels in China, as the range pole of Chinese economy hotel industries, the research about the development of home inns and its marketing strategy, the summary about the characteristics of its marketing strategy, and some suggestions for its improvement will provide reference theory and examples for the further development of Chinese economy hotels.
Use the PEST macro environment analysis, five model analysis, SWOT analysis to analyze internal and external environment of home inns. Combining 7Ps service marketing mix theory, study from product, price, channel, promotion, people, services, processes and physical features of seven aspects. Hope that it can provide some references for the development of home inns, and can also provide some references for the development of Chinese economy hotel industry.
Key words: home inns economy hotel PEST analysis SWOT analysis the STP analysis 7Ps
