Study On The Marketing Strategy Innovation In DM Hotel

When Chinese hotel industry comes into the stage of capital operation and mergers and acquisitions,is that the reform and opening up,the hotel industry has shown a rapid developing trend.However,the difference between foreign and Chinese hotels is that most hotels in China do not use advanced management methods,while only rely on management experience.At the same time there also occurs some competition from the international brand hotels.This paper focuses on how the domestic hotels to operate effectively through making the appropriate marketing strategy.With reviewing a large number of literatures,the paper analyses how to carry out the operation includes improving the scale economy based of horizontal integration and scope economy based of the vertical integrated in the background of the financial crisis in 2008.With the rapid development of domestic economy and transportation,central and western regions of China,including Guangxi has gradually become the new bright spot in the process of economic growth.Industrial transfer brings not only various types of business investments and commercial activities,but also the needs from hotel industry.Therefore,the market demands for business hotels from Nanning area show a gradual upward trend.However,where there is demand there is competition.The domestic hotels are facing a huge operating pressure now.The way how domestic hotels ease these pressures depends on whether the hotels pay attention to marketing strategy.This paper is situated on DM hotel in Nanning,whose mainly customers are medium and high level customers.According to the characteristics of the hotel's own products,the marketing strategy innovation theory,the study discusses how to innovate the existing marketing strategy and improve the market competitiveness of DM hotel Moreover,tries to explore the new marketing model suitable for the domestic single hotel in order to maximize the theoretical operation in the actual operation process,to improve the overall income of the DM hotel,and provides some suggestions for the development of the single hotel.