The Sales & Marketing Strategy Study For XAHOTEL

Hotel industry is an important part of tourist industry,which is a sunrise industry in China.It is an important window of reception for the foreigners as well as a proof of the elevation of the people's life in China.Therefore,importance is attached to hotel industry by all industries as an major reflection of service and trade.With the rapid development of the economy and the tourist industry in Xiamen, there emerges a lot of luxury hotels in Xiamen.Intense competition occurs.In order to win the market,some hotels reduces the price and starts price war which finally worsen the operation of the industry.XAHOTEL is a 4-star hotel in Xiamen.In the face of the changing and competitive hotel market,how to make its marketing strategy for the future becomes a question for discussion.This article starts by analysing the hotel industry,including the domestic tourist industry,the demand of the hotel industry,and the competition environment.Then it focuses on the present situation of marketing and the existing problem of XAHOTEL.By the research of relevant marketing strategy,the article puts forward the operation target and the marketing scheme for XAHOTEL.