Маркетинговые стратегии международных гостиничных сетей на российском рынке

С. 475–482.

Sheresheva M. Y.

In recent years Russia has witnessed rapid growth of the service sector. This trend is also obvious in the hospitality industry which is characterized by quantitative growth as well as by significant changes in strategic behaviour of market actors Such development is largely due to the recent entrance of international hotel chains, with their extensive experience in marketing However, even the most well-known international hotel operators face a number of problems in implementation their strategy due to the peculiarities of the Russian institutional environment. In the article the main trends in the Russian hospitality industry are examined, marketing strategies of international hotel chains and main challenges facing hotel chains in Russia are described.

Keywords: маркетинг услуг, hotel chains, гостиничные сети, marketing services, marketing strategy, маркетинговая стратегия

In book

Инновационное развитие экономики России: сценарии и стратегии: Пятая международная научная конференция; Москва, МГУ им. М.В. Ломоносова, экономический факультет (18-20 апреля 2012 г.)

Т. 1. , М.: ТЕИС, 2012.