Service Marketing Strategy Planning. Co-st Hotel

Since the reformation, the hotel business in tourism in China has developed a lot and brought a good economic effect .However, behind the strong surface of market line, the economic effect is not optimistic.The main reasons lie on: Although the tourism hotel has reached a degree of standardization and formalization, the administrators in this line fail to hold advanced administration and the marketing ideas, such a situation that there is no difference between the different hotels definitely can't meet the demands of customers, and the firms' management is at a low level, so the economic effect is pacing up and down.This thesis utilizes the principles of Management Science , the Corporation Operation Strategies , Marketing and Marketing Service, by the practical analyzing of the Hesheng Hotel ,using the way of combining the theory and practice, marketing theory and marketing service, qualitative and quantitative analysis , to take a whole research on marketing service strategy planning of the Hesheng Hotel in systemic point of view.At first, this thesis finds the opportunity ,threats from the outside of the enterprise and the advantages and disadvantages from the inside to the firm, utilizing the SWOT analytics way, gains the marketing service strategy composite structure. Then gave the firm's market position by the manner of combining qualitative and quantitative analysis, put forward a policy of service marketing's channel, price and promotion. In the end, the thesis give the firm's carrying measures of its service marketing strategy in its designing of service product, service quality management and the human resources management.Only the innovation of management can make our developing rapidly ,we should realize that we have a long way to go if thetourism hotel only reach the level of standardization and formalization .Based on this situation ,to offer the individualized services and the wide range of products will be the higher pursuit.Under the instruction of strategy plan, marketing service theory and the view point of system-thinking, the train of though and ways of the service marketing strategy planning of tourism hotel which this thesis puts forward, and the skill, means of investigation and analysis offers some reference which can help the enterprises and the tourism hotels with a small or middle scale to improve the economic effect and competitive power.