Strategic Research Of The Marketing About The Chuan Shu Yuan Hotel

With the development of our national economy and improvement of living Standards of the people, the demand of both national tourism and common people's recreation is obviously growing. This change has brought the great chance to the development of service industries, especially hotel industry, the service trade of food and beverage, and recreation entertainment industry. They develop rapidly and make the market competition unusually fierce. Facing the increasingly broader market chance and fiercer market competition in the growing and demanding internal tourism and national recreation entertainment, how the small-scale private hotels, as animportant component of the hotel industry utilize this chance effectively to achieve an rather unassailable position has already become an important subject in the research of enterprise marketing.This article carries on a strategic research of the marketing about the Chuan Shu Yuan Hotel. According to characteristics of hotel industry and the market macroeconomic environment, this thesis proposes the marketing strategic objectives of the Chuan Shu Yuan Hotel based on its current management situation, existing problems and market competitive environment. The crucial SWOT was adopted in the whole research to analyze the Chuan Shu Yuan Hotel's strengths, weakness, opportunities as well as threats. To explore further, after analyzing the method aggregate of the strategic objective mentioned above through systematic analyzing methods, the thesis puts through the total cost leadership strategy, products difference strategy, relation marketing strategy, and brand marketing strategy. Moreover, it gives forward relevant suggestions on each implementation.Concerning both the actual situation and capability of the Chuan Shu Yuan Hotel, this market environment and demand orientated thesis has explored the market marketing strategies and marketing strategy management of small-scale private hotels, which can set the reference of the marketing work of these hotels in China.