| Taken marketing theory as the research support, marketing development features and marketing system of hotel industry in China as the start point, this paper quantitative analyzes the advantages, disadvantages, opportunities and risks of Lanjing Building’s marketing strategy by centering on the essential problems of Lanjing Building’s marketing strategy and taking the analysis on external environment as the key point. Meanwhile, this paper presents the targets of marketing strategy for this company through STP analysis and work out the improving strategies in product, price, place and promotion and so on.First, this paper introduces the meaning, business features, industry features and marketing of hotel and elaborates the development status of Chinese hotel industry and the problems and deficiency of hotel marketing.Second, based on the investigation on Lanjing Building, this paper introduces the basic condition of it and analyzes the main problems currently.Third, the internal marketing environment of Lanjing Building is analyzed in this paper, which mainly includes the general condition, organization, HR, facilities and service, business condition and problems in marketing.Forth, macro and micro analysis of external environment of this hotel is presented in this paper. On this basis, this paper quantitative analyzes the the advantages, disadvantages, opportunities and risks of Lanjing Building’s marketing strategy by SWOT.Fifth, this paper classifies the customer market of Lanjing Building through STP theory and selects the target market and makes difference positioning. Meanwhile, based on STP analysis results and taken 4Ps as a system, this paper presents the implementation method and improvement suggestions on hotel marketing strategy in aspects of product strategy, pricing strategy, place strategy and promotion strategy.At last, this paper further offers the supporting measures to ensure the successful implementation marketing strategy. |
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