The Comparative Analysis Of Economy Hotels' Marketing Strategies In China's Market

After ten years of rapid development, China's economy hotel industry has entered the mature market stage, representing strong momentum of development. Due to the main market segmentations are grasped by some major competors, the overall profit of the economy hotel industry started to fall in China, meanwhile, the growth speed of the market is slowing, helping divide the market into smaller pieces and form more highly segmented market. As a result, the market integration trend is becoming more and more obvious. In 2010, the World Expo and Asia Games that will respectively be held in Shanghai and Guangzhou will further change the whole hotel market in China, and will surely bring more challenges to the economy hotel operators in China.On the basis of comparison and analysis of different marketing strategies adopted by JINJIANG INN, HOME INN and HANTING INN & HOTELS, the paper concludes that it is the different marketing strategies adopted by different economy hotels that make them get the current market status. According to the conclusion, plus the prediction to the development trend of the economy hotel industry in China, the paper gets some suggestions on marketing strategy of the three economy hotel brands mentioned above and further expands the strategies into the whole hotel industry in China. The paper consists of five chapters.Chapterⅰ, brief elaboration of the research motivation, purpose and arrangement of the paper, and analysis of the marketing strategies of the 3 economy hotels.Chapterⅱ, research and summarization of the development course and the current development situation of China's economy hotel industry; and brief introduction to the background of the economy hotels studied by the paper as basis of further analysis and suggestions.Chapterⅲ, analysis and comparison of JINJIANG INN, HOME INN and HANTING INN & HOTELS on corporation stratrgies,4P marketing, brand construction and financing & expansion; and comparison of main marketing strategies adopted by the three economy hotels. The paper gets a conclusion that because of different marketing strategies, the 3 economy hotels have obvious differences on market share and market status.Chapterⅳ, prediction to the development trend of China's economy hotel industry and suggestions to the marketing strategies of the three economy hotels on the basis of prediction to the development trend of China's economy hotel industry. And suggestions to the whole economy hotel industry in China on the basis of the 4th factor analyzed in the 3rd chapter.Chapter v, listing of the issues, analysis process, conculsions and problems to be solved and the shortages of the paper.The paper tells out that no matter JINJIANG INN, HOME INN or HANTING INN & HOTELS, to expand the capital source and to make quick expansion would be their normal countermeasures as facing the external environmental change. Since the 3 economy hotels each has different limitations and development station, the paper believes that there should be some differences among the detailed measures:JINJIANG INN, which has higher room rate and higher investment for single store, should focuses on reducing costs and increasing profits; as the industry leader, HOME INN should focuses on improving the franchise system and accelerating M&Aregrouping, to get more attention from the capital market; HANTING INN & HOTELS that has completed price system should develop new blue ocean by further developing low-end brands as the low-end market of China is just starting. In one word, when the environment changes and the market represents new value attributes, China's economy hotels must adopt more effective marketing countermeasures around customers' demand, to maintain their own advantages during the everchanging market patter.