Research Of Network Marketing Strategies Of Jinlun Hotel Group

China's hotel industry is one of the industries which have made most rapid development in China in recent years. To improve competitive advantages and achieve better development in a highly competitive market environment, most single hotel united to form alliances or hotel group, fully integrate their advantageous resources, provide low-cost, high-efficiency management and well-qualified service. There were five hotels belonging to the Lanzhou Railway Bureau, which were located in Gansu, Qinghai, and Ningxia provinces respectively. They united to establish the Jinlun hotel group which takes the four-star Jinlun hotel as the main part in 2006. After the recombination, surrounded by a more complex marketing environment, now the hotel group is facing some urgent problems to solve, such as how to formulate correct and effective marketing strategy, and how to implement the strategy.With the rapid development of the Internet in the information age, network marketing gets prompt application and perfection in the hotel industry. Moreover, companies routinely realize profitable growth by network marketing; Hotel groups also use it as an important tool to integrate marketing resources, and implement comprehensive marketing management. This thesis attempts to provide some instruction for the Jinlun group, by analyzing its marketing environment and status, and investigating its network marketing strategic choice and its implementation. In addition, the thesis is trying to provide some guidance to the colleagues.The thesis is separated into six parts. The first part is an introduction, which points out that the research's background, theoretical meaning, and practical significance, as well as its method, content and thoughts. The second part is basic theory, mainly on network marketing's basic concept, characteristics, function, and advantages. The third part is full of practical cases, which investigate present problems by analyzing the Jinlun Group's network marketing environment and status. The fourth part is Jinlun Group's network marketing strategic choice, which proposes the overall strategy and concrete content of the Jinlun group's network marketing. The fifth part investigates the implement of network marketing from several aspects, such as product, pricing, promotion, channels, and services. Finally, the thesis makes an conclusion, and proposes problems which needs attention.