Taoranju Hotel Marketing Strategy

Taoranju Hotel was established in 1991 and once was the only four-star hotel in Linyi City. It located in the leading position in the local market for a long time because of its superior internal and external environment . With the reform and open policy deepen, the political, economical and cultural environment has been changed tremendously in recent years. The trade industry, especially the traveling industry develops and expands very quickly , which leads to huge changes in the urban construction. Regional environmental changes brought out much more develop opportunities, while it put Taoranju hotel in a more fierce competitive situation. More than 27 star-class hotels have been established in Linyi City in recent years, compared with the competitors, the disadvantages of Taoranju hotel were exposed inevitably, such as the ageing equipments and ossified system etc. At the same time the hotel also remained a little weak superiority in well-known brand and marketing channels. Taoranju hotel , as an established well-kown brand , now is facing a problem of choosing a proper marketing strategy to achieve marketing success ,which is a very worthwhile study topic .The method lays stress on combining the theory with practice was used to nalyze the current situation of Taoranju hotel from the practical aspect. In this article, the 7P combinational service marketing strategy was established, combined with the 4C and the 4R marketing theory according to the hotel marketing character and based on the understanding of massive literature research of marketing theory. The marketing environment of Taoranju hotel was analyzed in detail at first and then subdivided the Linyi market accordingly. Secondly, the goal market was confirmed based on the Market localization of this hotel, and the detailed analysis was put forward on the goal market consumer demand. Thirdly, the Marketing combinational strategy of Taoranju hotel was performed on 8 aspects includes human-oriented strategy, the high-quality service strategy, the visible demonstration strategy, the product innovation strategy, the price strategy, the channel strategy, the promotion strategy and the network marketing strategy. In order to ensure the fulfillment of the strategy, the marketing organization safeguards were designed in the last part of this article , such as organizational structure, the position function, the business process and performance plan .