Chinese Hotel Industry Marketing Channel Strategy

China's tourist hotel business has been developing rapidly by 24% per year since 1978, which led to the much more provision them requirement. The market has stepped into the buyer market. Seeing from the rental rate, profit rate and the concentration of productions and so on, China's hotel business has entered the meager profit time. There is a natural character of the hotel business - service, which makes the determination of the requirement of it's production - invisible, indivisible and unstored. Son compare with the material production, the retail channel of the hotel output is quite important. The author used the MBA knowledge and combined with her experience getting from the hotel sales department proposed four hypotheses. First, just like the morning sun, the China's hotel industry has stepped into the buyer market after the high speed develops. And now the market is under the high level of competition condition, facing with the deficient of the whole trade. So the marketing became the key-point of the hotel business. Second, the differences of the hotel productions' characters (unstored, indivisible and easy-fluctuating) and the material outputs make the marketing tactic become extremely important. Third, the layout of the hotel marketing must consider the interior and outer factors. The management of the channel members must pay attention to the selection, encouragement and evaluation. Fourth, considering. the requirements of the develop of the hotel business' marketing, the trend of the world hotel development and the affection of entering the WTO, the author thought circlize, netize and multinational management must become the final target of the hotel marketing. In order to prove the above hypotheses, the author make the four emphasizes as following: First, the author made the analysis from the following four aspects: the concentration of the business, the proportion of investment and output, the marketing net and the price competition.Second, the author studied the representatives of the hotel output (unstored, indivisible and easy-fluctuating), and easy-fluctuating), and analyzed the main members of the hotel marketing and their function.She also pointed out it was quite helpful for raising sales efficiency, economic benefit, obtaining the market information, completing ahead sales if the hotel used the marketing channel correctly. Third, generalized the marketing designing of a native investment hotel, the author analyzed the influence which given by the outer factors, such as he market properties, middlemen representatives and environmental specific. She put forward that hotel must analyses the marketing scheme according to it's scale, financial resource, adaptation ability, manpower resource and some other controlled factors. And throughout the analysis of some example, The author pointed out we must enforce the management to the marketing channel through the channel members" selection, encouragement, assess ion and cost accounting. Fourth, the author analyzed the melody of the traditional marketing. And she also designated the trend of the China's hotel business which was circlize, netize and multinational management.