Study On Marketing Strategy Of Guangzhou BH Hotel

The hotel industry is first industry opening to the outside in China, With the booming of tourism, China's hotel industry is facing greater opportunities for development. From the late 80s in 20th century,, a number of foreign hotels have been investing in China. According to statistics from the National Tourism Administration, in recent years, the annual profit of foreign hotel accounts for most part of the total amount in China, while state-owned hotels suffer more difficulties. And as the competition intensifies, state-owned hotels will face more serious situation.In recent years, Guangzhou hotel industry has been undergone great changes in market structure, competition is intensifying. As a traditional 3-star hotel BH has no advantage and faces a tremendous challenge. On the contrary, its disadvantages such as old fashioned equipment, malmanagement,are increasingly exposed to competitors, Under these situation, the study on what marketing strategy for BH hotel to follow up is worthwhile. Based on the the principle of combining theory to practice, the paper firstly analyzes the BH hotel current status and problems of marketing; Secondly using the theory of Michael Porter, the author chooses its competitive strategy and the other basic strategies; Thirdly with the theory of STP, the author gives re-positioning to development of BH hotel Finally, it comes the corresponding marketing mix tactics..The paper is expected to be helpful to the development of other domestic hotels in China.