Research On The Marketing Strategy Of The Century-Old New Hotel

Hangzhou is known as the Heaven on the earth and it is scattered with great natural beauties Ten Views of the West Lake vary from one another from different perspectives and they boast various screens at different seasons.Since the reform and opening up,Hangzhou has seen profound social and economic changes.The city keeps upgrading on a daily basis with prospering business and trade and tourism industry enjoys a rapid development too.While the hotel industry in Hangzhou are having access to unprecedented opportunities thanks to its favorable location,there remain severe challenges and competition.Hangzhou The New Hotel,as a domestic brand owned by the provincial government,was established in 1913 funded by a businessman called Hebaolin from Ningbo.The hotel is located in Beishan Road 58 in Xihubeiqu Area,a place used to be the top choice for dignitaries and celebrities to live and socialize.Therefore,the hotel,renowned both at home and abroad,kept No 1 in the local market for a quite long period of time.But,since the hotel is now a state-owned company,it suffers a slow development and gradually get marginalized,which can be explained by reasons such as rigid system,outdated management,aged staff,outmoded equipment,shrinking market and poor service.Fortunately,over the last 15 years,the hotel,under two terms leadership of its management team,has witnessed a rapid development of its hard power and soft power and showed an upward trend.But the hotel needs to strengthen its brand building and marketing,which are the two main points of this essay.This essayrendersa pragmatic study based on the reality of Hangzhou The New Hotel.With the guidance of cases of hospitality and marketing and relevant literature,this study,based on client-oriented theories,is from the perspective of time-honored hotels.First,the essay will make a general analysis of the trend of China's macro-economic landscape,its tourism policy,the development of tourism industry and hotel industry in Hangzhou.Second,the essay will make a general analysis of the marketing problems of the hotel,including its marketing environment,marketing target and marketing niche.Third,the essay will offer a marketing strategy based on differences,culture,experience,brand and green.Last,the essay will try to give measures to ensure the implementing of the marketing strategy from following aspects,marketing planning,marketing organizing,human resources and service quality.The essay pays close attention to the reality of the hotel,its development trend and target market.The essay will explore and redesign the marketing strategy of the hotel,try to reshape its brand images and explore the uncharted territory of hotel development under the goal of building a Minguo(the Republic of China)style hotel.The results of this essay will be useful for both Hangzhou The New Hotel and the rest of time-honored hotels in China.