The Research On Marketing Strategy Innovation Of Four Points By Sheraton Hangzhou

Four Points By Sheraton Hangzhou entrusted the American famous hotel management group The Marriott International management,is one of the International brand hotels and acts known as an important supporting facilities of in Bingjiang Area.For a hotel that has been open for nine years,there will be many changes in internal and external conditions,leading to the lagging behind of the overall competitiveness of the hotel.The environment of hotel industry has been increasingly competitive after the G20 Summit and the performance of the hotel is obviously down.Only by formulating a reasonable and effective marketing strategy and providing detailed solutions to the problems that existing in the current marketing strategy can the hotel seize market opportunities in a timely manner and maintain a competitive advantage in the complex and ever-changing market demands.At first,this article reviews the theory of domestic and international marketing,and analyzes the current operating conditions and problems of the marketing strategy of the Four Points by Sheraton Hangzhou.Based on the theory of STP to determine the target market of the hotel and the market positioning,the SWOT comprehensive analysis framework was used to analyze the internal and external market marketing environment of the hotel,and the advantages and disadvantages were summarized to determine an optimized marketing strategy.Finally,the innovative marketing strategy of Four Points by Sheraton Hangzhou was proposed,namely:(1)Diversification of hotel room and restaurant design.Not only satisfied the business guest's pursuit of the overall environment of the room,but also meet the demand of the meeting guests for the double bed;the restaurant changes the overall style,menu,and meal position design,and effectively improved meal turnover and extension.(2)Aiming at the booking schedule and the best market segmentation for the business FIT,conference team,travel team,and third-party network of the Four Points by Sheraton Hangzhou,summarize the rules and formulate the corresponding prices.(3)According to the promotion information of all the months in the current market,mainly focus on the unpopular market.(4)Abolished several distribution channels in the hotel's traditional marketing channels and created a new marketing channel model for the hotel.The research conclusions and ideas of this article can also provide a basis for the long-term development of other international chain branded business hotels to respond to changes in the market competition environment.