On Economic Hotel Marketing Strategy

In recent years, the hospitality industry is extremely stagnant, especially a large number of hotels below three-star grade have gotten into vicious competition and the profits of the industry have decreased in successive years. However, budget hotels which had once created a miracle of the industry during the "SARS" (Severe Acute Respiratory Syndrome) crisis in 2003 do not lose their charm after the end of the "SARS" crisis. To the contrary, with the rapid development of global-market-oriented economy, some famous brands of chain budget hotels at home and abroad explore their market in such regions as the Yangtze Delta one after another and have made great achievements, which has led to a new round of upsurge investment in budget hotels.Based on the retrospection of the development process of the hospitality industry of China, this paper points out the unreasonable overall supply and demand structure of the hospitality industry. Through the analysis of the concept and features of budget hotels, this paper proposes the point of view that at present the development of budget hotels is an efficient means to improve the market structure of the hospitality industry in China.This paper explores such aspects as the marketing strategy of budget hotels in China by use of related principles of marketing. First of all, it makes detailed segmentation of the market of the hospitality hotel industry; secondly, it determines the target market of budget hotels; and finally, it defines the marketing mix of budget hotels.Based on the formulated marketing mix, this paper analyzes the marketing strategy of budget hotels, and gives detailed illustration from four aspects, that is, product strategy, price strategy, marketing channel policy and promotion strategy. Budget hotels not only differ from the traditional luxurious star-ranked hotels, but also differ from low-end cheap hotels with simple and crude facilities. Budget hotels provide standardized but limited quality service, offering relatively bright market prospect. However, with the development of the market, the competition will get fiercer and fiercer. Therefore, the successful marketing of budget hotels is indispensable from the overall combination, mutual cooperation and coordination of the product policy, price policy, marketing channel policy and the promotion policy. In this way, each policy can perfectly support the entire marketing mix to the greatest extent, so as to achieve the best effect of the overall marketing mix.