Research Of Marketing Strategy Improvement For Xihu State Guesthouse

In the middle and later periods of 1980 s and 1990 s, under the circumstance of thriving tourism, nationalized guesthouse once occupied most of the market shares. However, along with our country entering WTO and the development of market economy, the number of international hotel chains has been increasing with years. The hotel industry in main tourist cities has been in the increasingly keen competition. The number of five-star hotels putting into operation in Hangzhou has been increasing with years. On the spur of realty business, the number of five-star hotels under construction or about to construct will be more than 10 in which there will be 2 with platinum level. Therefore the competition of hotel industry in Hangzhou will be more intense. In order to take the favorable advantages in this fierce competition, the marketing strategy of hotels must be redesigned.This paper systematically studies the marketing strategies of the Xihu State Gues thouse by the methods of literature research and trend research. Based on the characte ristics of hotel marketing, this paper studies a large amount of literature materials of marketing theories and hotel management, and form a marketing strategy based on th e system of 4P combination of service. This paper, first, analyzes the external and inte rnal factors of the marketing, and then point out the marketing problems and the caus es of Xihu State Guesthouse, based on which this paper devises a new series of marke ting strategies for Xihu State Guesthouse, in several ways, such as product innovation strategies, price strategies, channel strategies and promotion strategies, etc. In order t o make the strategy of operation, the organization structure, job functions, business pr ocess standards and pay performance optimization of the four aspects of the protectio n measures, and proposed marketing strategy to improve the implementation of the ex pected results and research conclusions: First, with more international brand hotel in Hangzhou, the future of the hotel industry competition will be more brutal, the hotel i ndustry will enter the saturation state even for survival, the hotel will take a variety o f ways to compete for customers, promotions, discounts and even price war is inevita ble. Second, the West Lake state guesthouse due to special system, belong to the gove rnment, establish a modern enterprise system is not perfect, the enterprise operating e fficiency is not high, irrational allocation of resources, market competition is weak, si ngle product, lack of innovation, the current marketing situation is not optimistic, and it is difficult to compete with international brand hotel. Third, in order to survive anddevelop in the future, Xihu State Guesthouse management should focus on the future,face the current problems, strengthen industry exchange and learning, emancipate the mind, improve the competitiveness of modern enterprises, the Xihu State Guesthouse marketing strategy to optimize. Fourth, through the optimization of the marketing str ategy should be able to play a good role and have a positive effect, to achieve the hot el’s revenue target.Through the Xihu State Guesthouse industry in Hangzhou hotel industry at prese nt, the competitive environment, system particularity, incentive mechanism, marketin g strategy and other analysis, optimization strategy, so that enterprises in the industry to improve market competitiveness, based on the current severe market to ensure reve nue growth target.