Research On The Marketing Strategy Of Dongying Dongsheng Hotel (State-owned) Under New Normal

With the development of our economy and the change of political and economic environment at home and abroad,the hotel industry in China is faced with great development opportunities,but also with greater challenges.Especially since the end of2012,the central government have introduced the "eight" and "six ban",many government-dependent high-star hotel business performance began to decline,the hotel needs a strategic marketing transformation in order to long-term,Sustainable development.Shandong dongying dongsheng hotel,as a state-owned five-star hotel,in this environment,the marketing strategy for the importance of its future business development is self-evident.Dongsheng hotel belongs to Shengli Oilfield,the development of obvious advantages,strong capital makes the hotel is not only flexible operation,and a smaller burden,and as more than 10 years experience in five-star hotel,the regional market recognition is high,the team understanding in addition,with the continuous development of economy and the increase of per capita income,the potential of the private consumption market is gradually increased.Under the influence of the "eight rules" and the new economic norm,the number of potential entrants in the region will not increase.However,the strength of the hotel competitors,regional product homogeneity is relatively high,the hotel competitive advantage is not obvious,rising costs of raw materials increased the cost of the hotel pressure,making the hotel in the development is also facing increasing challenges.This article carries on the detailed analysis to the dongsheng hotel's inside and outside environment,pointed out this hotel present superiority and the inferiority,as well as its faced opportunity and threat.This paper analyzes the current marketing strategy of the hotel from the aspects of product strategy,price strategy,channel strategy,promotionstrategy and new media marketing strategy,and points out that in the transformation of the marketing strategy,the hotel's existing marketing strategy Product differentiation is not obvious,promotional methods and market demand is inconsistent,internal marketing is not sufficient,into a vicious price competition and other issues,and according to the actual situation of the hotel should start from the product,pay attention to product quality improvement and enhance the market competitiveness of products;Strengthen the service marketing,enhance profitability;create a learning organization,rooted hotel culture;open cooperation,build a new pattern of marketing and other related recommendations.So that the hotel can be in the context of the new normal,the corresponding state supply side of the reform needs for the industry to adjust the industrial structure,quality and efficiency contribute to their own strength.