Research On The Optimization Of Jin Haitian Hotel’s Marketing Strategy

Since the implementation of the domestic reform and opening-up policy in 1978,China’s social and economic development level has been gradually improved over the past40 years,and the per capita disposable income and consumption level of residents have been continuously rising,which has led to the rapid development of the service industry and tourism industry that can meet the people’s increasing material and spiritual cultural needs to the maximum extent.The hotel industry,as a typical member of the service industry,the rapid growth of the whole industry and the growth of operating income,to a large extent,reflect the development of national economy,social progress and the increasing abundance of market resources.Especially since the 21 st century,the golden age of China’s hotel industry has come,which obviously shows the rapid increase of the number of hotels and the continuous expansion of the scale and the business of hotels.And also,the competition between the hotel industry has become greatly fierce since then.In such a fiercely competitive environment,the development of each hotel has been threatened and challenged in varying degrees.How to stand out in the adverse situation and keep itself in an advantageous position in the industry all the time requires the hotel to completely change the traditional and backward business philosophy,marketing thinking and marketing mode from top to bottom.Also its need to judge the situation,trying to timely push through the old and bring forth the new based on the market-oriented,product-oriented and demand-oriented,and formulate a more suitable marketing strategy for the permanent development of the hotel,so as to ensure the long-term prosperity of the hotel in the market competition.The paper takes Jin Haitian hotel and its marketing strategy as the research object,through the analysis and research on the current situation and problems of the hotel ‘s marketing strategy,combined with the current marketing environment of the hotel,namely the macro environment and industry environment.At the same time,by distributing the questionnaire to the consumers,the statistics are carried out to further clarify the specific problems which need to be optimized in the current marketing strategy of the hotel.SWOT analysis is helpfully used to analyze the advantages and disadvantages of the hotel as well as the opportunities and threats it faces.As a whole,the paper mainly uses STP theory and7 Ps marketing mixed-theory as the theoretical basis of the research.In addition to re positioning the hotel’s market,it also optimizes the marketing strategy of Jin Haitian hotel from those seven aspects: product strategy,price strategy,place strategy,promotionstrategy,personnel strategy,physical evidence strategy and service process strategy,as well as improves the relevant guarantee measures in order to implement the marketing strategy of the hotel more smoothly.Through the research of this paper,we hope to help Jin Haitian Hotel develop it’s marketing ideas,form an unique brand advantages in local hotel industry,and achieve the goal of long-term operation of the hotel.It is also hoped that through the case study of Jin Haitian hotel and the targeted optimization of marketing strategy,we can provide reference for the other hotel enterprises in China,especially for star-rated hotels in formulating marketing strategy which has the same type or grade with Jin Haitian hotel.