Nanjing "Himalaya" Hotel Marketing Strategy Based On STP

Today, China’s economic and social environment has changed dramatically, in the opening pattern of foreign trade has been considerable development, has become a veritable trading power, and constantly improve the international exchange and international status and the right to speak on. Hotel and catering industry has developed rapidly, the competition becomes more intense. In China, the introduction of "anti Four Winds", "eight" and other series of policies for the development of hotel and catering industry poses a severe challenge.In this paper, Nanjing, "Himalaya" hotel for the study, with local high-star hotel market environment and regional attempts to analyze the geographical environment of Nanjing "Himalaya" hotel marketing strategy, through the Nanjing "Himalaya" analysis, expect to be able to other hotels in this industry to provide some reference to find the way for China’s own development of high-star hotel. Based on the theory of comprehensive domestic and foreign research analyzes the Nanjing "Himalaya" hotel facing the business environment, SWOT analysis Dialysis of Nanjing, "Himalaya" hotel facing the strengths and weaknesses and the opportunities and threats; then use STP strategy theory Nanjing "Himalaya" hotel in market segmentation, target market selection, product positioning, strategic analysis, thus forming its unique marketing concept to provide differentiated services to meet the needs of the target customer groups; finally use the service market "7Ps "marketing strategy marketing theory refined product, price, place, promotion, people, processes, physical environment 7, the proposed strategy in the actual operation of its process should be taken to further improve the Nanjing" Himalaya "hotel marketing, strategic planning. Although Nanjing "Himalaya" The hotel is currently under construction renovation phase, but has great practical significance studied marketing strategies that can guide its developers early in the project will be able to comprehensive, multi-level, systematic analyze, avoid blind investment losses.Based on existing research results fully absorbed on, through the Nanjing "Himalaya" hotel marketing strategy study, a set of research ideas for its development of long-term development of which has a certain reference significance and reference value.