Marketing Strategy Of Hotel Pai In Zhangjiakou

With rapid economic development,consumption consciousness has been changed greatly.As material life is ever-increasingly improved,the public pays much attention to spiritual life,and more demands for tourism are required accordingly.Therefore,economy hotels emerge and are driven significantly.Now,economy hotel industry in China has been monopolized by several powerful brands after explosive growth.Due to easy duplicatable pattern,homogeneous competition tends to be deteriorated.Besides,profit margin of economy hotels has been greatly shrunk due to rising property fee and lower occupancy rate.So,several economy hotel brands have established subordinate brands specific for market segment to expand profits.Under the circumstances,? Hotel—focusing on personality rather than standard,is created by Plateno Group for younger customer group.Relying on reliable operation platform,management philosophy and powerful member system,? Hotel is rapidly accepted by youths,and admired by investors and customers with its unique design style and adventurous brand culture.As one of the joint bidding cities of 2020 Beijing Olympic Winter Games and an emerging tourism city under the integration strategy of Beijing-Tianjin-Hebei Region,?Hotel has promising development prospect in Zhangjiakou.Meanwhile,due to fierce industrial competition,? Hotel also suffers from numerous threats and competition pressures.Confronted with burgeoning tourism market filling with opportunities and threats,how to establish competitive edge according to marketing strategy and obtaining advantages from previous economy hotels especially have a big role to play.On the basis of SWOT,PEST,Michael Porter Five Forces Model,the Marketing Theory of 7Ps as well as actual economic conditions and tourism environment of Zhangjiakou,this paper will assist ? Hotel to analyze own situation and business environment.Integrating marketing strategy analysis,this paper will further improve current marketing strategy and provide referable and feasible marketing strategy to enhance its market competitiveness.