The Research Of Stragegy In BA Hotel Sales

Being a traditional and vigorous segment, Hotel industry has made remarkable progress especially in achieving enormous development and profitability. After China's entry into WTO, Chinese market has deepened further in degree. Meanwhile, Chinese hotel will face more and more development opportunities along with great challenges.Hotel industry has appeared a new development trend particularly in this new economy era. This will request a change in concept of management and sales strategy. Under this complicated circumstance, in order to survive, hotel has to create marketing orientated management thinking, set up a feasible sales strategy, and grab newly development opportunity. By doing so, hotel can achieve an advanced competitive position in this new market competition.Marketing is playing a crucial role in hotel industry, in another word, without marketing service and management can not be taken into consideration. No matter how advanced and protruding the theories of hotel service and management are they all serve for one ultimate target that is profit.This article is taking above thinking as the topic and using hotel BA as an example to thoroughly discuss its marketing strategy and problems existed inside it by applying 4ps (product, price, place and promotion). This article also analysis the reasons of causing the hotel marketing problems from the view of product development, price strategy, and channel design etc in the basis of 4C theory.The main standpoints of the thesis are as following:1. The revisal of the marketing concept. It illustrates that hotel should make chasing the rate of renting room and average room price less important for the coming time. It should emphasis on brand effectiveness and putting the quality service on the critical place in relation to company's survival and development. It believes that quality product can attract high status customers along with the high percentage of profitability and efficiency.2. As the hotel BA has different target customers, such as foreign business people, conference guests, business only customers, and tourist group, therefore the distribution channel should not be one way only. It means direct and indirect selling are both inappropriate in this case, the best option is to use direct selling as main channel along with indirect selling accordingly.3. In segmented high status market, according to different customers' preferences, product and marketing tactics should be customized. In the article, hotel BA has been analysis clearly about its integrated marketing strategy based on its own characters. After studied the customers files, it is easier to find out the customers real demand and needs, and then to design the improvement of marketing mode accordingly.Based on the above research, article finally rises up some concerns and suggestions, which are how to utilize its own limited resources, broaden marketing orientated minds, and how to create a competitive advantage in this segmented market by promotion and brand creation.