Guangdong YanShan Hotel

Focused on Hotel Marketing, this paper includes two parts: case and case study.In "case" , the development process and the current situation of Yanshan Hotel are presented, with emphasis on the place,facilities, management structure, employees, quality management and promotion. It also introduces some knowledge of hotel industry and provides some dates on customer investigation.In "Case study", the author applies theories on strategy management,marketing, operation management, economics and so on, to analyze the hotel industry, customers, buying behavior, marketing strategy, and draw out a marketing project of Yanshan Hotel in the end.It aims at the target customers mix, the roles of buying decision, the selective brands of customer, and the opportunity, threat, strength and weakness faced by Yanshan Hotel. The strategy on differentiation operation based on the position of environment is put forward. It also provides a mission which is furthest satisfying customer and 7Ps service marketing mix and the request on how to operate it.