Marketing Strategy Research Of Shaanxi Yongcun Hotel

In recent years, while China's tourist industry 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 models will help find theoretical breakthroughs and push hotels to participate competition and occupy the international market. Both practices have theoretical and realistic meanings.Focusing on the developing tendency of hospitality business and competition environment of hotel industry in Xi'an, this article will research and study the marketing innovation and relevant theories for Yongcun Hotel. Through analysis and investigation of competition situation and consumers' behaviors of hotel market in Xi'an, the status quo and prospects of the local hotel industry can be understood. After analyzing the marketing situation of Yongcun Hotel, I will put forward the ideas of marketing innovation and executive plan of how to promote profitability and maintain competency of Yongcun Hotel.Following 4P framework, this article discusses every step of marketing tactics and innovation schemes of Yongcun Hotel, combining theories and testimonies, and illustrates respectively schemes on product, price, marketing channels and promotion. In order to ensure the implementation of the innovation plan, at the same time, this article explains three aspects such as conceptional, organizational and systematic innovation.