The Application Of Modern Marketing Theory To Hotel Management

Since the mid or late 90's, along with the rapid increasing amount of hotel business in China and the change of domestic and international economic condition, the profit of hotel business management began to step down. How to cope with difficulties largely depends on sales concept and sales strategy. For the present situation of modern hotel business, it is hard to compete with only one way, so we need to study a combination of many different sales strategy. This thesis discusses three different sales strategies, which includes brand sales, culture sales and green (environmental friendly )sales strategy. These three strategies can combine one with another, thus to develop hotel business competitive ability.Modern sales theory believes that the definition of a brand is: the characteristic of a product or service which can satisfy the same demand as other products or services. Along with the development of hotel business, the competition among hotels transfers into a competition among brands. To make famous business image of Chinese hotel brand will become a important strategy for business development. So brand sales is very important for hotel business.First, it meets the demands of modern hotels' severe market competition. Only makes a famous brand can a hotel increase its competitive ability. Second, it meets various changes of the consumers requirement structure. People pay more and more attention to brands. Hotel business should make this as a trigger to achieve competitive strategy. Third, it adapts into the internationalized modern hotel business trends. Along with the opening-out of Chinese service industry, we have to reconsider our situation under risk and stress, and to increase the construction of brand sales and the optimization of business structure. Forth, since the hotel products have a character of shapeless, changeable, temporary proprietary rights, being hard to storage or promote, to make a hotel the "consumer-trust hotel", is the most important way to win the consumers.There are about four types of brand sales strategy. First, Multi-brand strategy, which means according to different products and different target markets, the hotel choose different brand for each of them. This strategy can solve the problem of brand image mixture occurred in different target markets. Every brand does not influence each other. However, this strategy may bring a huge amount of advertisement budget. Second, single (unite) brand strategy. This strategy can save the budget of advertisement, especially when there is a product promote, while its does not fits the kind of hotel company which has various fields of services. Third, chain brand strategy. It means that under special license, joint operation or cooperation, a company develops many branch hotels companies in many different regions, by using the same unite brand and making advertisements promotion. Forth, company brand and specific brand mixing together. It can use a company's name together with a specific product's name, thus to express a clearer hotel brand, helps the consumer has a better understanding of the image and quality or even loyalty of this brand.The competition in 21 century will be a competition of culture. Launching culture sales strategy will be the main point of sales strategy in the future. Culture sales is a combination concept. To put it in a simple way, it means by using the power of culture to win the target markets sales. Along with a higher living standard, the pattern of consumption is becoming more "cultured". Culture sales starting with a good brand image makes a good sales method for hotel business. Culture elements using in sales strategy is a trend which cannot be halted. Tourism hotel internationalized quite rapidly, its character of being open and global is becoming more and more distinct. Those kind of companies which can mix different culture values together and form a unite culture structure, will definitely be in the top list of market competition. The main idea of culture sales is to push the success of sales by constructing a generally acknowledged enterprise culture both inside and outside the company. It is meet the demands of building the core competition element.How to launch a hotel culture strategy better? First, we should adjust the culture image of the hotel by targeting on the culture demands of the consumers. They should construct a enterprise culture which believes in providing standard and individualized service by developing profound and sustainable customer relationship. In accordance with the direction of enterprise culture sales, they should develop a certain kind of culture environment and culture atmosphere to win the competition. Second, product culture sales is the main core and foundation of culture sales strategy. Third, use product culture impel to achieve sales. Forth, use direct and indirect retail strategy like Internet or intermediary tourism. Along with the deteriorate of ecology environment becoming worse and natural resources drying up step by step, a newly developed sales strategy---"Green Sale" (environment friendly) comes up. Green sales means the hotel business should follow this environment friendly trend, by protecting environment, objecting to pollution, using resources rationally, and developing natural and renewable product, to meet the customers green demands and thus to achieve profit. Hotel green sales strategy is a updated form of the traditional sales strategy.The services provided by Chinese hotel business are far beyond the demands. Ill will competition and high consumption make it necessary for hotel business to achieve Green sales. But how to achieve it? First, hotel business should use SWOT to analyze the internal advantages, chances, threat, and risks, thus to improve its Green sales strategy. Second, a hotel business can continuously use previous subdivision markets, plus Green issue, to form Green sales' new targets, then according to its own advantages, chooses target markets. Third, achieving Green sales concept, developing environment protect sense; targeting on Green markets, making Green plan; adopting Green technique, making Green image; developing Green products, using Green symbol; improving sales pack, achieving unite strategy; adopting Green management, mobilizing the staff.Green hotel management means through some details, to put environment friendly concept into business management, to save hotel resources, to decrease environment pollution, to improve environment quality, to make green sales image and finally to promote the sustainable and healthy development of the hotel business. Green sales is a new concept of hotel sales strategy; it is also the fundamental strategy to achieve sustainable development.Hotel business needs to speed up the utilize of some international and domestic standard system like star standard and ISO, to construct environment friendly hotel. In accordance with self advantages, hotel business can also adopt all kinds of new sales strategy, to enrich sales strategy, to speed up its enterprise construction and web site construction, and to raise its core competition ability. Meanwhile, hotel business should strengthen its finance management, raise economic profit, making reforms from both macroscopic and microcosmic view, thus to improve its sustainable development.