Marketing Strategy Of Yuan Island Tourism Group

Far Island Tourism Group is a four star business and holiday hotel as one of the chain brand hotel group, currently has its own built in the Yangtze River Delta region and Anhui, Jiangxi, Chongqing, Inner Mongolia and other provinces in the second and third tier cities in the region have more than20family of four, five-star hotel, is the current domestic first-class hotels and influential Chinese characteristics, high-star hotel chain leader. Far Island Tourism Group will market position in our target market of second and third tier cities in team meetings business customers and clients, more than its main rival for the current reality of the city II hotels where their local high-star hotel.Through in-depth research is far Chau Tourism Group part of the hotel, collected its Group’s hotel business data in recent years, and its collection and analysis, and then further on the basis of field research on the analysis of the current far-Island Tourism Group taken in the hotel marketing marketing strategy:using the overall product strategy and standardization and personalization of both product strategy, price strategy, pricing strategy based on the implementation of supporting the needs of target customers, and in the different areas of the hotel uses its geographical spread strategy on this basis, the implementation of the diversification discount strategy matches; in the promotion strategy, far from the main Island Tourism Group to implement marketing strategies advertising, public relations and sales promotion combining business promotion strategies often determine the target customer base, develop promotional activities program implementation of promotional activities; in channel strategy, which mainly take the traditional direct sales channel strategy for the target audience, but in recent years begun to focus on cooperation with travel agencies and tourism hub to develop business and tourism FIT customers, at the same time, in order to better adapt to changes in the market, far Chau Tourism Group also introduced a network reservation system tries to expand the network marketing channel; in personnel policy, far away Chau Island Tourism Group Travel Group have better staff recruitment system, and the formation of in the main content of the post business training mechanism, while establishing a material reward and incentive mechanism includes spiritual incentive travel awards; in customer management, far Chau Tourism Group boasts a more robust customer relationship profile, greater emphasis on customer relationship management, but also actively supporting the development of incentives for large customers. Far Island Tourism Group to the Group business customers and meeting the customer’s team features set aesthetic standards and tastes service environment, the overall style is biased in favor of stable, simplicity and luxury; far Chau Tourism Group advocates standardization and personalized service sectors, and has established more comprehensive service recovery management solutions.Nevertheless, far Chau Tourism Group currently exists in the marketing strategies of many problems highlighted in:competition from local hotel, and keep up with its own response changes in the external environment; product differentiation is not obvious; Target Market insufficient analysis system, could not be more accurate grasp of customer needs; in the marketing channel strategy did not fully consider the impact of modern e-commerce and the Internet brought; lack of quality and capability of its marketing staff, it’s many hotels lack adequate understanding of the changes in the market; channels failed to fully realize the impact of construction of high-tech; lack of grassroots marketing staff privileges, the lack of full marketing incentives, neglect the maintenance of customer relationships tourism, increasingly obsolete facilities, room design failed to form a concept or quality advantage on the management Service process management needs to be strengthened, the lack of management services before the service also needs to be strengthened afterFar Island Tourism Group for the current marketing strategy on the problems, suggestions for improvement:product strategy, changes in demand for major customers design products, focusing on the development meets the needs of individual customers and travel agencies hotel products and services, improve construction of personalized products outsourcing cooperation, provide a more personalized service; promotional strategies improvements in marketing strategy, direct marketing strategy for business customers led for a long guest personalized promotional strategies, especially the development of meeting the customer’s team, commission to develop policies and exclusive special offers for travel customers, particularly the development of marketing strategies for the holidays; in marketing channels, update the hotel’s reservation system, the establishment of an interactive online marketing channels, to further strengthen cooperation among service providers and e-commerce, selectively buy business development; on staff management, to establish the concept of full service, improve employee satisfaction, and enhance the hotel condensate roll force, establish incentives for salaries and benefits, establish mechanisms for staff development. Strategic improvements in customer care, to develop for business customers, clients and long-stay tourism customer relationship maintenance strategies; policy on physical evidence, according to the regional characteristics of the hotel’s design hotel, room design into cultural elements; in the service process management on the need to strengthen management services before refining services management, tracking and service recovery services expanded after.Far Island Tourism Group improved marketing strategies related to a broader, includes not only improve the traditional4Ps strategy also includes personnel policies, service display and service process management improvement. Finally, therefore, proposes far-Island Tourism Group marketing measures to improve the implementation of safeguards:Reinventing Marketing organizational structure, personnel structure adjustment of marketing; strengthen the building of enterprise culture, respect for employees, employee-centric corporate culture, focusing on personal and professional development of staff planning, enhance employee salaries and benefits, establish a diversified staff training mechanism for employees now participate in corporate culture, corporate culture penetrated into the daily lives of employees.