| According to the statistic of China tourism year book in 2007, there were over 1.52 billion people who were foreign or local to take tour in China. Adding the number of those people who took business trip in China, the market size of hotel and resorting inside China is very huge and attractive. Jinjiang Hotel Group is a giant hotel group which is now in 17th position on the list of worldwide biggest, and 1st in Asia as well, whose brands cover every ends of the market. So it should have been reasonable to say Jinjiang is a dominating player in domestic hotel market but actually it's not. The group encountered the problem of brand structure mess during its growth, which cause the current situation of low level recognition and population to their brands by people both inside and outside China. Being in front of such a big market, how will Jinjiang adjust its brand structure to fit its marketing position and grow marketing strategy according to the adjusted brand structure. That is the question discussed in this article.This article will be divided into four parts. The first part will fractionize the current hotel market. It will started from the introduction of the characteristics of every level hotels. Then it will discuss the different market orientation methods according to price and customer source. Using Porter's five forces model, it will lead to the analysis of current hotel marketing competition. Through this analysis we could find out the competing pressure of every level hotels and give evidence to next step discussion.The second part will further define the target market of Jinjiang according to the analysis of marketing competition. This chapter will start from the statistics of hotel market growth from 2006 to 2008, adding the EXPO opportunity in hotel market to predict the future market size of hotel industry. Then it will comes to the discussion of current competition situation of every level hotels through the analysis of Market competitiveness to generate the idea that which market Jinjiang should take as its target one for first priority.The third part mainly talks about the two schemes for brand structure I raise from the analysis result of the first two parts. These two scheme origin from the structure of single brand and brand endorsement. Also the advantage and disadvantage of both two structure will be highlighted in this chapter.The forth part will further the discussion in marketing strategy according to the two brand structure. For the fact that hotel industry is totally based on customer needs, I use IMC(Integrated Marketing Communication) as the marketing strategy of both two schemes. In this chapter, the application of IMC in hotel industry and its relative tactics in advertisement will be discussed.The above four parts are logically linked. It uses market analysis to figure out the market that Jinjiang has its own advantage. Then brand structure comes out according its own advantage, following up with marketing strategy as an extension. As an article with the topic of marketing orientation, my purpose is to use the brand strategy as the first step of the whole group strategy. Which means the brand strategy serves the whole group strategy. In my point of view, the following five year strategy of Jinjiang Group can be concluded into two sentences. They are"Use outer resource to grow internal market."and"make outer market stronger with internal advantage"To be specific, they mean to grow Jinjiang's weak point in local market with foreign resource by using Jinjiang's own advantage in high end market and then take advantage of grown local market to replace foreign high end resource. Through this way Jinjiang could get real good worldwide fame and step into international market. Also it can have chance to enter top 10 list of worldwide biggest. |
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