| dc.contributor.advisor |
Dobeš, Kamil
|
|
| dc.contributor.author |
Bartoníková, Petra
|
|
| dc.date.accessioned |
2012-03-10T00:14:26Z |
|
| dc.date.available |
2012-03-10T00:14:26Z |
|
| dc.date.issued |
2011-05-02 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
cs |
| dc.identifier.uri |
http://hdl.handle.net/10563/16611
|
|
| dc.description.abstract |
Diplomová práce je podkladem pro projekt ke zvýšení konkurenceschopnosti Hotelu Alley, a.s. Práce je zaměřena na oblast marketingu cestovního ruchu a hotelnictví. Práce obsahuje část teoretickou a část praktickou. Teoretická část přináší poznatky z oblasti marketingu služeb, marketingu služeb hotelu, marketingového mixu a komunikačního mixu. V praktické části je zanalyzován současný stav využívaných nástrojů komunikačního mixu hotelu Alley a je provedena SWOT analýza, PEST analýza a analýza konkurence. Projektová část přináší samostatný projekt zvýšení konkurenceschopnosti s využitím nástrojů komunikačního mixu. |
cs |
| dc.format |
95 s., 18 s. obr. příloh |
cs |
| dc.format.extent |
6421169 bytes |
cs |
| dc.format.mimetype |
application/pdf |
cs |
| dc.language.iso |
cs |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Pouze v rámci univerzity |
|
| dc.subject |
konkurenceschopnost
|
cs |
| dc.subject |
marketingová komunikace
|
cs |
| dc.subject |
marketing hotelových služeb
|
cs |
| dc.subject |
marketingový mix
|
cs |
| dc.subject |
komunikační mix
|
cs |
| dc.subject |
SWOT analýza
|
cs |
| dc.subject |
PEST analýza
|
cs |
| dc.subject |
competitiveness
|
en |
| dc.subject |
marketing communication
|
en |
| dc.subject |
marketing of hotel services
|
en |
| dc.subject |
marketing mix
|
en |
| dc.subject |
communication mix
|
en |
| dc.subject |
SWOT analysis
|
en |
| dc.subject |
PEST analysis
|
en |
| dc.title |
Projekt zvýšení konkurenceschopnosti Hotelu Alley, a.s. |
cs |
| dc.title.alternative |
The Project of Increasing Competitiveness of Hotel Alley, a.s. |
en |
| dc.type |
diplomová práce |
cs |
| dc.contributor.referee |
Muchová, Simona |
|
| dc.date.accepted |
2011-05-24 |
|
| dc.description.abstract-translated |
This master thesis is the basis for a project on increasing the competitiveness of Hotel Alley, a.s. The work is divided into a theoretical and a practical part and is targeted on the sphere of travel movement and the hotel industry. The theoretical part provides a basic of theoretical knowledge related to services marketing, the marketing of the hotel's services, the marketing mix and the communication mix. In the practical part we find an analysis of the communication mix of Hotel Alley, a SWOT and PEST analysis and finally an analysis of their competition. Another section of the practical part is the project, which uses the tools of the communication mix to include suggestions and recommendations will aim increase the competitiveness of Hotel Alley. |
en |
| dc.description.department |
Ústav managementu a marketingu |
cs |
| dc.description.result |
obhájeno |
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/175
|
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/220
|
cs |
| dc.thesis.degree-discipline |
Management a marketing |
cs |
| dc.thesis.degree-discipline |
Management and Marketing |
en |
| dc.thesis.degree-grantor |
Univerzita Tomáše Bati ve Zlíně. Fakulta managementu a ekonomiky |
cs |
| dc.thesis.degree-grantor |
Tomas Bata University in Zlín. Faculty of Management and Economics |
en |
| dc.thesis.degree-name |
Ing. |
cs |
| dc.thesis.degree-program |
Ekonomika a management |
cs |
| dc.thesis.degree-program |
Economics and Management |
en |
| dc.identifier.stag |
21083
|
|
| dc.date.assigned |
2011-03-28 |
|
| utb.result.grade |
A |
|
