A Marketing Plan Study Of Transferring From Low-Star Hotel To Economy Hotel

Our country has been developing fast since 1978's reform and opening. The low-star hotel met people's needs of trying new things and enjoying full service from the hotel, and only took several years to succeed. Then more and more low-star hotels entered the market, which led to the relatively too many low-star hotels nowadays. Meanwhile, low-star hotels have a lot of problems, such as ambiguous property right,old establishment,non-effective management,unprofessional service,too much cost of the manpower.And the economy hotel which is the biggest competitor of low-star hotel is developing well now. From the time when the first Jinjiang Star economy hotel founded to now, it's been more than ten years. And China's economy hotel which has passed its"fast bourgeoning period", now is entering"growing& improving period". Nowadays the industry and customers all pay a lot of attention to economy hotel, because economy hotel can meet people's needs, which also has gained business opportunities for its development.Compared to well-developing economy hotel, what should low-star hotel do? The economy hotel has impacted the low-star hotel a lot, and the low-star hotel has almost been washed out. How to get rid of the mess of low-star hotel, is a question many people care about, also is a question low-star hotel facing now. Many low-star hotels transfer to economy hotels, but there are still many problems, such as changing blindly,less understanding of transferring,not thoroughly change. So the change needs to be guided.The first part of paper focuses on the material collections of present situations of low-star hotel and economy hotel, trying to find the outline and progress of the transferring from low-star hotel to economy hotel studies in scientific fields.The second part of paper defines the meaning and characteristics of low-star hotel, and analyzes present situations and problems in existence, which lays the foundation of studying the transferring from low-star hotel to economy hotel.The third part of paper introduces the mature definition of economy hotel in developed countries, analyzing the present development of economy hotel, and tells the development opportunities of economy hotel in our country.Based on the preceding three parts, the fourth part of paper gives specific analysis of the transferring from low-star hotel to economy hotel, including the definition,basic contents,the reason and strategy. This part also studies the present situations and problems of the transferring from low-star hotel to economy hotel.The fifth and sixth parts of paper study the marketing plan which is the important approach and content of the transferring from low-star hotel to economy hotel. The fifth part analyzes the theories of the marketing plan, and the sixth part is concrete case analysis of the marketing plan for the transferring to economy hotel of Qingdao Weike hotel.