Marketing Strategy Research For Rainbow Hotel Under Re-branding

In recent years,the rapid development of Chinese tourism brings the booming hotel industry.The competition among hotels is rather intense because not only International branded hotels entered into Chinese market since 1990 s and are expanding more and more but also local hotel groups are purchasing other hotels to develop in large scale.Jin Jiang Group is one of the biggest tourism enterprise in China and purchase the French Louvre group on Year2015,which is the second Europe hotel group.It aims at expanding the local hotels to oversea market.And Rainbow Hotel will be renovated as Golden Tulip,which is the middle and upscale brand of Louvre brand lists and rebranded on Aug.8,2017.Rainbow Hotel has a history of nearly 30 years since opening on Aug.8,1988.If it is rebranded to French brand,Rainbow Hotel will face a new situation and adjust the marketing strategy.It is important to make reasonable and effective marketing strategy,which is helpful,meaningful and significant.The paper points out the situation when Rainbow Hotel is rebranded by the basis of marketing theory and analysis of current strategy.Meanwhile,the paper acquires the customers' expectation of the rebranded hotel including the needs of product,price,promotion and service through questionnaire.By SWOT and competitors' analysis of Rainbow Hotel,the paper suggests the marketing strategy after rebranding which is toposition the market,integrate the product,make the price structure,manage the customers,promote the new brand and optimize the service in conclusion.It will help to improve the competitiveness of Rainbow Hotel and popularize the development of Golden Tulip.