Research On Marketing Strategy Of Z Hotel Based On Strategic Transformation

With the develop of market-oriented economic and the change of political andeconomic environment, the Chinese hotel industry is facing more opportunities aswell as great challenges. Especially, after the government promulgated the “eightprovisions”, the hotel industry business became bad. As a result, many star hotelshave to change its marketing strategy. Because in the intense competitive environment,the hotel industry need to adjustment it’s marketing strategies, and formulatereasonable and effective marketing strategies, and seize new opportunities to expandit’s market share. So, it can maintain competitive advantages in the complex anddiverse market demand.This paper is on the base of the theory of marketing strategy at home and abroad.the paper analyzes the characteristics of hotel marketing, competitive strategy theorySTP theory and other marketing theories. Then, the paper use the model of PEST andPorter’s five forces analyze macro and micro environmental of Z Hotel. And itdiscusses the main issues and reasons exist Z hotel marketing analysis. Then, thepaper discuss Z Hotel’s market positioning and target market selection, combinedwith the actual situation of the hotel Z. Making use of4P marketing mix strategies, weproposed the marketing programs, product, price, place, promotion, brand, marketingpersonnel, physical evidence of Z hotel. To make the strategic transformation cometrue, Z hotel must conform it’s marketing mix strategies to the changes of politicaland economic environment.By analyzing the macro and micro environment of Z Hotel, the paper propose acombination of product strategy, pricing strategy, channel strategy and marketingstrategy. Z Hotel should focus it’s resources on FIT market, individual and groupmeetings tourism market. Making full use of marketing mix strategies to make profit.Z hotel improve it’s competitive advantages in the fierce market competition at last.