The Marketing Strategy In Lutianhua Hotel

1.Objective and MeaningHospitality industry is the earliest industry opened to the outside world in our country. Along with the wake of the flourishing development of tourism, the trade in our country hotel shall obtain the greater development opportunity. Since the intermediary and later stage of 80s, the overseas brands of hotel trade in China. On the grounds of the country tourism office statistics, in the past few years, the profit of the foreign hotel each year ranked a large proportion of our country's hotel trade profit, but many hotels owned by the state is trap. Moreover in the wake of competition, the state-owned hotels shall be confronted with the more severe phase .The main embodiment of disparity between the management of Sino-foreign hotel is living in the marketing strategy, and the corporation is administered to utilize that the most well-developed marketing and the marketing means in the external hotel, acquired going from victory to victory, but that the experience acting as is leaned against that in a lot of state-owned hotels for the most part , and the hardship is obviously . The predicament is went away out in the national hotel, and to be living in the very great degree is that whether the hotel value the marketing viewpoint and the marketing strategy resolution. The origin selected Lutianhua hotel as an example of case analysis target, and with the freshest marketing theory of application unites practice, and probes into to such marketing strategy, try to analyze by means of the case, and to find the pattern that the marketing strategy that else same hotels may be drew lessons from was draw up, is analyzed and implemented.2.Basic Thoughts and Logic StructureThe original is first of all introduced Lutianhua hotel marketing presents situation and problems, the target clearly and definitely analyzed. Secondly in the way of SWOT analytic approach and the Porter's contest pattern analyses strength, inferior weakness, opportunity together with the treat in hotel, and gets such contest strategy and fundamental strategy.Afterwards in the way of STP the marketing strategy theory is carried on subdivided in marketplace to the marketplace in hotel, and adjust that the now available target marketplace of Lutianhua hotel evaluates against choosing once more along with rating that locates in the now available marketplace and to find the available position location; Finally through seven respects to such marketing strategy implements proposes the relevant association tactics. 3.Main Contents and Viewpoints Dissertation in all branch four bibliographic categories branch. The history and marketing present situation to introduce the Lutianhua hotel reach the problem that is to first section. Chiefly clearly and definitely researching the problem that the target is living the marketing strategy respect.Second section is main, and in the way of SWOT analytic approach and the Porter's contest pattern analyses to hotel external environment, contest condition and interior term, and obtaining such contest strategy is the discrepancy strategy collecting, and such fundamental strategy is reforming the produce in hotel, and acts in the subdivided marketplace that the profit is taller to clear-cut Lutianhua hotel strength, weakness along with opportunity and treat that is confronted with. In the way of STP marketing strategy theory is carried on subdivided to the marketplace in hotel to third section, and now available to Lutianhua hotel target marketplace and the marketplace fixed positionlocation is evaluated, and chooses the target marketplace once more to the hotel: Business guest marketplace and the business affairs conference marketplace is fall apart in the business affairs, and is living to locate once more to the produce on such target marketplace, and adopts evadeing the powerful fixed position location : Taller quality together with moderate price . The 4th section from product, price, place and promotion to annul and serve respects such as...