Study On Hotel Cause-related Marketing

The traditional hotel marketing pays close attention to price. As intense competition and over development, the hotel industry profit is in low level. For more portions of processing market, the hotels usually cut down the service price, at the same time, to reduce the costs. But this kind of sale pattern can easily be imitated by others, and it arouses a price competition accordingly. Hence it is necessary to make innovations on marketing style and strategy, raise the core competition force. With that, the hotel industry can develop healthily and rapidly.The hotel industry is complicated, including earth, building material, energy, human force, natural resource and so on. Meanwhile, the major of hotel industry is service, it links many other parts such as employee, shareholder, customer, providing. The hotel industry covers more fields than the producing industry, it will cause a heavy influence. Today, the customers are used to consuming with strong emotion, the hotel industry can lead the majority customers'actions.Firstly, the thesis analyses the background, the orientation and the significance of present studies. Then it introduces the literature related to this topic at home and abroad, and its key focus is revealed. Based on the analytical and comprehensive studies, introduce the relationship between the cause-related marketing and social responsibility, the modern marketing strategies which are used generally.Secondly, it enumerates and introduces the related parts, makes sure the participants. Then studies on the practical pattern of the cause-related marketing, which can promote the hotel honor and image, undertake the social responsibility.Thirdly, the thesis introduces the case of Hilton, Kyatt abroad and some cases in China, then analyses the cause-related marketing between Tianjin A Hotel and China-Singapore Eco-city Green Alliance, the practical steps, which gives a enlightment for other hotel marketing.