| After the reform and opening policy in China, the hotel industry had a long period of blossom. Due to the fierce market competition and the lack of the market information, many hotel projects which enrolled blindly gradually face the difficulties. At the same time, as the international Hotel industry giants have entered the Chinese market, it makes the domestic hotel industry suffer the impact. However, there are always opportunities in the challenges. The rapid and healthy development of China's overall macroeconomic in recent years, especially the rapid development of the tourist economy, provides the basis for the development of the hotel industry, so does the frequent domestic exhibition activities. Facing the opportunities and challenges, the future development of the hotel industry in China shows six trends: the more hotel industry market refining, the concept of green hotels being the mainstream, economic hotels springing up everywhere, brand competition intense, to a natural fashion, becoming a hotspot of sunset consumption.As a state-owned enterprise of the Nature village travel hotel, it has a unique business advantage. It is large in scale, close to the nature. Besides receiving the various activities and the large-scale tourists, the hotel also has a high-grade apartment for the old. However, the nature travel village hotels have many problems in the marketing, such as the market environment and the unclear understand on its advantages and disadvantage, the lack of the systematic marketing strategies and diversification of sales means, the inaccurate choice of target markets and orientation. Faced the current complexity of the hotel industry development trend, the hotel must seriously analyze the existing problems, such as the analysis of the external competitive environment and threats, from which we seek opportunities for further development. Concerned with the marketing environment on the nature travel village hotel, various factors have different effects on the hotel. From the macro environment, the growing population base and the accelerated process of urbanization provide sufficient spending power for the nature travel village hotel. The ageing population has brought tremendous business opportunities for aged apartments. The economic development of Jilin Province and strong tourism industry, as well as Jilin and Changchun City Groups have brought an opportunity for the nature travel village hotel; As a central location in northeastern of Jilin Province and its rich tourist resources, coupled with convenient transportation, all those provide a huge potential customer base for nature travel village hotel. Pleasant climate also make the old choose the nature travel village hotel as a holiday and pension place.The revitalization policy of the old industrial bases in northeast China benefits the hotel industry. The development of the tourism industry policy of Jilin Province also provides more opportunities for the hotel; seen from the macroeconomic environment, the design of sector functions in hotel can not make the market sectors achieve a dominant position. The management of suppliers is rather poor, the use of the middleman and assistant man also inadequate; the far behind to the consumer market of the middle man. On the aspect of conference operation, the nature travel village hotel has three matched competitors. But the apartment business for the old has rarely an opponent; the nature travel village hotel rare contacts with the media, so the hotel is less well-known to the public; the hotel industry giants of both foreign and the hotels in other provinces brought huge threat to the nature travel village hotel. Market competition is a basic state. In order to win in the competition, we should give SOWT analysis to the nature travel village hotel and use the five modes to analysis. Seen through SOWT analysis: the nature travel village hotel has advantage in government relations, the surrounding environment and ground facilities, but in the areas of convenience of traffic, social visibility, management, quality of service, sales tools and operating costs are inferior. The policy of revitalization of the old northeast industrial base, the vigorous development of the tourism industry of Jilin Province, the aged population as well as the adjustment of holidays are provide opportunities for the nature travel village hotel. The reduce of the Government conferences and the new luxury hotels also face the threat of the nature travel village hotel; from the five models analysis of the use of the nature travel village hotel: apart from facing the main competitive opponent of three conferences, there are also the potential competitors from other cities hotel groups and local land agent, as well as the luxury apartments under construction for the elder. Video conferencing technology, suburban tourism products, and various Activity Center are the potential substitute. Except the water and electricity energy suppliers, other suppliers such as the preparing suppliers have poor bargaining power. Only organization constitute has greater bargaining power. At present, the main constitutes of the consumers in the Nature village travel hotel are: short-time holiday consumers, the organization constitutes for the purpose of meeting and the apartment guests for the old. Economic factors, social factors and psychological factors and so on have different effects on these three consumers. In order to do a good job in marketing, the Nature village travel hotel must have a deep analysis.First, the largest proportion of the Nature village travel hotel is the organization of consumers, including: enterprises, institutions, government agencies, the military, associations, clubs and the authorities. Secondly, the guests in apartment for the old are the second largest part. Finally, the consumer for short-term holiday accounted the smallest part, but it is paid more attention. The factors of the economic factors on the apartment for the old are bigger than the other two. The social factors on the customers embodies in the three different aspects. And the psychological factors on the impact of the old apartment guests are stronger and have more features.According to the factors of geographical, consumer behavior, purchase method, the purpose of the travel channels and so on, we can make a market subsection to the Nature village travel hotel. According to geographical factors, we can divide it into Northeast China market. To the consumption grade, it can be broken down into middle and high-grade consumer level; through the purchase method of the consumer segment, it can be subdivided into the organizations institutional clients and the usual gusts; from the purpose of the travel, it can be subdivided into official travel market and holiday travel market; in accordance with the market channels, it can be divided into its own sales, travel agencies and the meeting service company sales, hotel direct market sales. After the analysis to the five target market strategy, the Nature village travel hotel surely can choose two target markets: First, in Jilin Province of northeast China, the consumer organization for the purpose of the meeting. Second, the short-term guests in apartment for the old people. To the two target markets of the Nature village travel hotel, it orientates "the scale first," "professional services" and "high-end image" in the conference market. But in the apartment for the old, it orientates as "industry first," "good ecological environment" and "strong health function".According the above analysis and the above 7Ps theory, in order to have one playground in the market of the Nature village travel hotel, we must start from the following six areas to formulate the marketing mix strategy. First, on the product strategy, the nature village travel hotel should be mainly in the new product develop strategy, the market penetrating strategy, the market development strategy and the mult-development strategy form a comprehensive product strategy; Second, on the pricing strategy, the Nature village travel hotel villages should aim the target diversification market strategy to make a wide price range to make it in the selected market. Third, on the sales channel strategy, firstly, direct sales channel has not middlemen, agents and other intermediaries; Secondly, indirect channel refers to middlemen, the sales channels in agents; finally, the network sales channels currently is the most effective, economical and most convenient marketing tools; Fourth, in the marketing strategy, the nature village travel hotel start the work from three aspects. The first is the integration media. The second is the business promotional activities. The last is the internal promotions. Fifth, in the visible display strategy; the nature village travel hotel should first take into account the visible display to help those charges to form an impression, and then make the consumers have sense of trust. We must help consumers to raise sense of the quality of service; and at last, the nature village travel hotel should provide quality service and perfect the hotel entities and information signs. Sixth, for the last two marketing services--staff and the process. These two factors corresponding to the formulation of marketing strategy should have reference with each other, rather than in isolation consideration. The formulation of the Staff strategy focuses on customer, service and sales staff, and profession is core of the formulation in the process strategy.。... |
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