Study On The Marketing Strategy Of Chengdu JL Hotel

The hotel industry is the important component of tourism, along withthe rapid growth of tourism, but is prosperous day by day. Meanwhile, as the growthsand competition methods of various hotel quantities gradually changed, the day-by-dayincrease of management level, the competition between hotels has also been thesuperheating degree. The marketing naturally becomes common focus, therefore theunceasing innovation of marketing also becomes enhances the hotel enterprise marketcompetitive power one of the ways most basic, effective, the discussion and contentand characteristics of research marketing pattern, and have broken through in thetheory and practice, regarding promoting the hotel enterprise participation marketcompetition and captures a vaster market share, has the important theoreticalsignificance and practical significance.This paper focus on the hotel industry development trend and Chengdu hotelindustry competition environment changes， focusing on the Chengdu JL Hotelmarketing strategy and the related research and discussion.According to the marketorientation theory and4P marketing strategy framework，from Chengdu JL Hotelmarket segmentation and target market selection，market positioning，starting byChengdu hotel market competition situation，the consumer behavior analysis of theinvestigation，to understand the present situation of Chengdu industry and marketprospect in Chengdu， JL Hotel target market selection and market positionclearly.Finally，this paper discusses the Chengdu JL Hotel marketing strategy of eachlink.For product strategy，price strategy，marketing channel strategy and promotionstrategy are discussed，in order to improve the Chengdu JL Hotel market profitabilityand keep competitive advantage to propose and implement the plan. `This paper research pays attention to practice and theory，combining can makeChengdu JL Hotel more clear and scientific understanding of its facing environmentand organization management problems，and so as to guide the hotel in the future afairly long period of business activities.