The Marketing Strategy Research On Taian Goldenseahotel

The hotel business is the important component of tourism trade industry. It plays an important role in economic development, especially since reform and openness policy of China. It is the key window of entertaining foreign guests in external view, and at the same time, it can improve the level of civil people' s life. Therefore more attention should be paid on the hotel business. Because of the over-heated investment, the quantity of hotels goes over the needs of the consumption market. In the some areas there is a saturation trend in these markets.The main characteristic of hotel business is economy of scale, lying in large batch reserved rooms, banquet meals (e.g. conference and team) and distribution economy. The hotel business needs large amounts of investment, especially for advanced hotels. Hence, hotels belong to a resource intensive type enterprise. It is a serious topic about how to adopt effective marketing strategy to enhance a hotel' s profit line, and to increase the economic benefits and the return on investment as soon as possible.The hotel business is operated in a complicated and diverse market. The hotel must look for its appropriate marketing management method to adapt to the changing market environments and to utilize the sale opportunity adequately and to make the management effectively. In this paper, the author study the marketing strategy of a 4-star hotel, named "Taian Golden Sea Hotel", which is involved as a foreign tourist hotel, belonging to a large national enterprise. With the serious market competition, the hotel is on the crossroad of its future development. How to choose the correct path is a key problem for the senior management of the hotel.In the article, the author analyzes the external environment and industry situation of hotel business, and analyzes the company' s resources and abilities including marketing management, service sales, operation management and correlative theory and knowledge of management. Based on the analysis, with the helps of analyzing model of 5 competition forces and 4ps marketing mix, the author brings out the marketing strategy of the company, which is the concept of "green hotel" and discipline of the maximum the customer satisfaction. This paper puts forward on idea of a new marketing management applied on some moderate and mini type hotels similarly "Golden Sea Hotel" which releases them from many problems faced in the process of the survival and expanding. This paper also plans the...