The Economy Hotel Services Marketing Research

Based on the research of economic hotel and its market, and combined with marketing theory, making"7PS"theory as main line, combining theory of relationship marketing, discuss the services marketing strategies of economic hotel. This paper give a detailed comprehensive analysis the marketing environment for economic hotel, collect data of the "China Statistical Yearbook" in recent years and "Tourism sample survey in China in 2005 " and other relevant data, provide the data information for economic hotel market demand and supply. Based on the composition of tourism and urban consumption, provide the basis and method for market segment Analyzed the strength,weakness,opportunity and weakness, gave the macro information for the development of economic hotel. As for the implementation of a regional area and a specific type of economic hotel, should make more detailed market research and analysis.At parent, there isn't uniform definition and standards of economic hotel in domestic, there are divergent views. In this paper combined with the development of the domestic economic hotel, give a systematic exposition of the economic hotel's characteristics, and defined the domestic economic hotel. Then at part three, provide the basic theories of services marketing, mainly based on the characteristics of the service, discussed the characteristics of service marketing, discussed the development process of services marketing theories.On the basis of the analysis of the market environment to economic hotel, thisarticle is mainly based on the current domestic market conditions, application ofservices marketing mix theory and relationship marketing put forward some ideasfor economic hotels. In terms of product strategy, provide standardization anddifference combination of economical hotels product strategy, and further applyproduct level theory, design economic hotel services, give suggestion for theconstruction of economic hotel quality and brand. On pricing for economic hotel,affirmed on the basis of the middle and lower ends of the price positioning, analyzethe factors impacting economic hotel, provide the basis for pricing of economic hotels. About the location of the economic hotel, mainly refer to "Jinjiang Star" location, make positioning strategy for economic hotels. For the specific site conditions, it should lies its target markets. Moreover, also give some views and opinions for the economic hotel promotion personnel and other marketing mix. Based on the marketing relationship theory, provide economic hotel should establish goof relations with customers, affiliated enterprises, the government and the public to enable them to secure development.In part four, based on the analysis of the macro environment, market supply and demand of economic hotel, portray the outlook for the domestic economic hotel development. This part mainly apply the "PEST" theory, analyzed the macro environment of economic hotel. As to the analysis of the market supply and demand, mainly based on the statistics of National Tourism Statistical Yearbook and Tourism Abstract Investigation, combined with the development of the developed countries for economic hotels, made quantitative and qualitative analysis, based on these analysis, portrayed the outlook for the domestic economic hotel development.the contents of the fifth is analysis of the economic hotel industry's competitiveness, and based on the "SWOT" analysis model, summed up the strength, weakness, opportunity and threat of the domestic economic hotel, and discuss the market segmentation, target market choice and market position.The sixth is the focus and core of this article, based on all analysis, "7PS"theory and relationship marketing, raised the marketing strategies. Summed up in the economic hotel product strategy, pricing strategy and channel strategy, promotion strategy and service marketing strategies unique to the staff, strategy of tangible demonstration and service process strategy, and provided the relationship marketing strategy.Each part of this article is not independent The description of services marketing theory is for guiding the practice, and the research of the economic hotel services marketing model for the economic hotel further enriched the theory.