Research On Marketing Strategy Of Yizheng Yijiang Hotel

Thirty years of reform and opening up, economic development and people’s living standards continue to improve the development of hotel and catering industry has created unprecedented opportunities.However, with the central "eight rule" policy context and the increasingly fierce competition in the market environment, the traditional state-owned star hotel how invincible position in the competition to become a marketing research topic worth discussing.In this paper, Yizheng YJ Hotel as the research object, starting from the external environment and internal conditions of the hotel, on the basis of analyzing the problems of the hotel’s operating status and on the use of STP analysis of the hotel market segmentation, target market analysis and market positioning clearly the hotel’s target market; SWOT analysis on hotel strengths, weaknesses, opportunities and threats, the hotel’s strategic marketing objectives. Thus, the proposed Yizheng YJ hotel product differentiation strategy, cost leadership strategy, relationship marketing strategy, brand marketing strategy marketing strategy planning, strategy and implementation strategy appropriate to make recommendations.In this paper, the market environment and demand-oriented, with Yizheng YJ hotel business and the actual characteristics of the state-owned Exploration star hotel marketing strategy and implementation measures, domestic state-owned star hotel marketing strategy management has a certain reference value and reference.