The Study Of Marketing Strategy Of Xincheng Haiyatt Hotel

In recent years,while tourist industry in China continues to prosper, the hospitality business has gained unprecedented development as an important component of tourism. At the same time, the society and economy develops and the ways of competition begin to change and level of management grows day by day, that makes the competitions among hotels more intense. Marketing innovation is a crucial and effective way to promote a hotel's competency. Furthermore, research and study on the characteristics of marketing contents and modes will help find theoretical breakthroughs. And it will push hotels to participate in competition and occupy the domestic and foreign market. Those practices both have theoretical and realistic meanings.This article applies the methods of combining theories and pratices. Focusing on the developing tendency of hospitality business and competition environment of hotel industry in Dongguan, this article will research and study the marketing strategies and relevant theories for Xincheng Haiyatt Hotel. Following the theories of market positioning and 4P framework, this article started the work from market segmenting, market targeting and market positioning. Through analysis and investigation of competition situation and consumers'behaviors of hotel market in Dongguan, the status quo and prospects of the local hotel industry can be understood. Lastly, this article discusses every step of marketing tactics of Xincheng Haiyatt Hotel and illustrates respectively schemes on product, price, place and promotion. This will help promote profitability and maintain competency of Xincheng Haiyatt Hotel.The study of marketing strategies of Xincheng Haiyatt Hotel will help it make a scientific long-term strategic plan and effective measure answering external environment change in the view of development. The study combined theory and practice and helps Xincheng Haiyatt Hotel clearly know the internal and external environment it faces, as well as some problems in its management, thus it can instructs the hotel effectively and use the resources to adapt to the environment, and operate well in a long period in the future.