X-hotel Internet Marketing Strategy Research

The budget hotel industry is one of the fastest growing industries in recent years in China. One after another, in tune with the rapid development of China's hotel industry, major foreign hotel brands set foot onto Chengdu: a city with a slogan"The city you will never want to leave". Leading domestic budget chain hotels, such as Home Inn, 7-day Hotel, Jinjiang Inn, Motel 168 and Super 8 Hotel can be found in every corner of Chengdu, taking up a large portion of the market. The well-being of X budget hotel, a small local budget hotel is seriously threatened. Gone are the days when business came not only in the form of regular customers but because of their favorable and strategic location. At the moment, reducing operating costs, improvement in efficiency of management, implementing better marketing strategies to stay afloat in the fierce competition became something X budget hotel has to resolve imperatively.Along with the rapid development of the internet, internet marketing has become an important form of hotel marketing. Through the internet platform, more effective marketing can achieved with lower costs. In this era of rapidly developing information services, this marketing model has become the only option for the hotel industry, especially the budget hotels industry, to seek a higher economic growth point through the publicity, sales and services derived from internet marketing.Through analyzing the marketing environment and the current marketing status of X budget hotel, this paper will study the options of internet marketing strategy and their implementation by X express hotel, while, concurrently, verify the results of internet marketing by analyzing the effect of implementation to provide some reference points for other hotels in the industry.The main content of this paper consists of six chapters. There is an introduction that provides the background of this paper; theoretical and practical significances of the selected topic, as well as research ideas, methods and contents of the research. Then there is the theoretical part of the review that provides relevant information on budget hotels. It also covers basic concepts, characteristics, advantages, functions of internet marketing, and some of the more effective internet marketing strategies. Following that, case studies on analyzing X budget hotel's marketing environment, its current application of internet marketing system and existing problems. Next, this paper will cover some of the internet marketing strategy options that includes the specifics and overall internet marketing strategy for X budget hotel. After that, implementation measures of these internet marketing strategies will be discussed in several aspects: product, pricing, promotion and channels. Finally, the last chapter of this paper will provide the most suitable internet marketing strategy and its implementation for X budget hotel that is derived from studying the hotel's sales data, a survey of its customers, and comparing the sales revenue before and after the implementation of the adjusted internet marketing strategy before making a summative statement of this research.