Study On Hilton Brand Communication Strategy In Chengdu Market

As the scale of China's tourism market continues to grow,data shows that the number of domestic tourists reached 5 billion in 2017,up nearly 13 percent year-on-year,and the number of trips per capita reached 3.6 times.Chinese tourists made 128 million outbound trips,nearly the entire population of Japan.Domestic travel accounts for a larger proportion.As an indispensable station in the journey,it is also necessary to study the development strategy of hotel brand to cope with the growing tourism market.This paper will take the actual brand strategy of Hilton group inChengdu market as an example,and analyze the market performance and strategy of four different brands of Hilton group's existing four hotels in Chengdu as well.From the identification of the target market,the segmentation of the target market,the selection of the target market,and the analysis of the target market positioning,a series of Suggestions on the products and services of the enterprise are put forward according to the target customers and their preferences and price sensitivity.Using the scientific and effective analysis method including the SWOT analysis,PESTG,potter five model [1] through the analysis of enterprise internal and external environment and competition combined with their own advantages and disadvantages of analysis,the diagnosis of the brand in the past some of the problems exist in the process of brand strategy and from poly to strategy,communication strategy,government policy,strategy,public relations strategies to the future for the Hilton brand long-term development strategy in Chengdu.It aims at establishing the idea of strengthening the market segment,improving the brand performance and market share,which not only has reference value for the development of international five-star hotels in Chengdu,but also has reference significance for the development of domestic five-star hotels in Chengdu.