Shandong Tourism School Rivers Garden Hotel Market Positioning

BaiChuan Garden Hotel is a high class star hotel, which was invested and constructed independently in the new location of Shandong College of Tourism & Hospitality in ZhangQiu. It will put into operation at the end of 2006. This article was writing on the time that the hotel management idea was producing,which emphasized on studying market positioning strategy of the hotel.The paper launched according to the market positioning strategy general research method,The second chapter used the PEST analysis method, to analyze the hotel industry macroscopic environment in ZhangQiu, from the politics, the economy, the society-culture, the technic multi-facted, analyzed the future development of BaiChuan Garden Hotel and the situation of total market requirement;The third chapter, analyzed BaiChuan Garden Hotel's industrial environment, through compared industrial structure of hotel industry of ZhangQiu to Jinan, the star class hotel development space in ZhangQiu has been analyzed and forecasted; The fourth chapter, simply introduced the situation of BaiChuan Garden Hotel, then analyzed the main competitors, and at last with the SWOT ,found out the superiority and the inferior, as well as the opportunity and the threat which the hotel trend to face, that provided the basis for the hotel market positioning strategy analysis; The fifth chapter, according to the investigation of the tourists sources of the hotel's main competitor, specified tourists source market of the star class hotel, and analyzed the aim market, concluded to the main aim market of the hotel; The sixth chapter through the market investigation to BaiChuan Garden...