Research On Marketing Strategy Of Xi’An SA Hotel

With the economic and social development in Xi’an, the urban population and population flow are continuously increasing, the business and tourism are rapidly developing. The mid-and downmarket hotel industry has a great developing opportunity, while also faces a more competitive challenge. Relevant national policies in recent years, led to a sharp drop in the national government entities at all levels of government spending. As a special type of hotel,governmental reception hotel suffered a huge impact. To establish the advanced marketing idea, the scientific use of marketing strategy, become the key to governmental reception hotel to overcome difficulties.This paper choose a small governmental reception hotel-the Xi’An SA hotel as the research object. Due to many reasons, SA hotel is always weak in marketing, and it becomes the bottleneck of the enterprise development. In this dissertation, combined with the development trend of Xi’an hotel industry and the realities of SA hotel, the macro-environment and the competence environment of SA hotel are analyzed by using PEST analysis tool and Michael Porter five forces model. The advantages, disadvantages, chance and challenges are all studied using SWOT analysis methodology. The marketing strategy is also deeply analyzed, it also sums up the main problems existed in the marketing work.After a deep analysis, some practical and meaningful suggestions are presented to help SA hotel to improve marketing management skills, such as product marketing strategy, price marketing strategy, place marketing strategy, promotion marketing strategy, relationship marketing strategy. The paper is not a mechanical using management theory to analyze enterprise, but combine management knowledge with SA hotel’s main business,and presented some practical marketing strategy suggestions.This paper will take the marketing strategy as the way to explore small and medium-sized governmental reception hotels which is represented by SA hotel how to transform,remain profitable and keep developing under the new situation.