Service Marketing Strategy Of Southern Airlines Pearl Hotel

Hotel is as the product and the output of an enterprise, which integrated with visible facilities and immaterial services, belongs to invisible services showed by mutual services.The Southern Airlines Pearl Hotel is subordinated to The South Air Group Company. Due to the tourism markets and social circumstances have greatly changed, it encounters a series of problems. For example, the huge competitive pressure, the renting rate of guest room has been keeping on the low level for several years, etc. This dissertation combines with the theory of contemporary Strategy Management and Hotel Management under the background, and puts forward the developing strategy of The Hotel.The first chapter presents the circumstance of the company, gives the defects in hotel management, expatiate the main ideas .The second chapter of the paper lists some main theories in hotel management.The last chapter mainly elaborates the hotel management ,presents how to use the main theories in hotel management. Include how to improve the Services of hotel; dividing market and target market of hotel; propose to take up the product strategy,marketing channel strategy,integration strategy and pricing strategy to improve hotel, analyses the effect of the strategy.