The Research On The Marketing Strategies Of The Ritz-Carlton

The Ritz-Carlton Hotel discussed in this thesis has won the reputation of "the roof of the world" in the industry for its luxury and nobility.In the course of years of development,the Ritz-Carlton Hotel has always upheld its unique hotel culture,providing high-quality hotel services,and has achieved remarkable results and reputation.With the successful acquisition of Starwood Group in 2016 by Marriott International,a subsidiary of The Ritz-Carlton,Marriott International has become the world's largest hotel group.The Ritz-Carlton Hotel representative,a high-end brand hotel managed by Marriott Group,has accelerated the pace of its brand development.As a representative of international high-end hotel chains,the Ritz-Carlton Hotel has 101 hotels in 30 countries around the world.A total of 13 hotels in China are in operation,and 2 are in preparation for opening.Guangzhou,Shenzhen,Tianjin and other national central cities.As the world's fourth largest inbound tourism receiving country,China currently has the world's largest domestic tourism market.Although in recent years,the Ritz-Carlton Hotel's domestic development prospects are full of opportunities.But at the same time,the overall development of domestic high-end hotels is facing a series of serious problems: the homogenization of hotel products is serious,the personalized services of hotels are excellent,and the competition of hotels in the "Internet +" era has rapidly increased.The Ritz-Carlton Hotel wants to achieve steady development in this context,it must develop a more effective and optimized marketing strategy.The author of the paper collected a large amount of relevant information about the Ritz-Carlton Hotels at home and abroad through field visits and interviews during the period of duty at the Ritz-Carlton Hotels in Beijing and Tianjin.After coordinating with the hotel general manager,the hotel marketing department and the human resources department.The thesis first analyzes the marketing status of the Ritz-Carlton hotels in the world,Beijing and Tianjin,and discusses the current marketing problems of the Ritz-Carlton hotels in the world and Beijing and Tianjin,and then uses the PEST theory for the global and Beijing and Tianjin Ritz-Carl respectively.The SWOT theory was used to analyze the advantages,disadvantages,opportunities and threats of the global Ritz-Carlton as well as the Ritz-Carlton Hotels in Beijing and Tianjin.The thesis focuses on the global and Beijing and Tianjin Ritz-Carlton Hotel marketing strategies,based on the relevant marketing 4Ps theoretical research as the basis,through a customer questionnaire to study Beijing and Tianjin Ritz-Carlton Hotel marketing strategies,the questionnaire must first go through the joint review and demonstration of the Ritz-Carlton Hotel Managers in Beijing and Tianjin and the hotel management professionals,an effective questionnaire was finally formed after multiple rounds of revisions,and then the customers' questionnaires were completed with the assistance of the Ritz-Carlton Hotels in Beijing and Tianjin The distribution and collection of questionnaires.And after logical analysis and sorting out the questionnaires' data,the analysis results of its hotel marketing strategies are obtained.By summarizing and analyzing the problems in the hotel marketing strategies,combining with what they have learned,and citing and summarizing the research of other experts and scholars,they finally completed the optimization of their hotel marketing strategies.This research aims to analyze and study the marketing strategies of the Ritz-Carlton Hotels in Beijing and Tianjin,and provide references for the Ritz-Carlton Hotels in Beijing and Tianjin to gain competitive advantages and optimize marketing strategies.It also obtained some practical suggestions for the marketing strategy of the global Ritz-Carlton Hotels at home and abroad.