The Marketing Strategy Research Of The Dalian LvZhiDu Hotel

Along with the increased economic growth in China, tourism demands develop rapidly on this land. Pushed by this momentum, some international hotel chains raise their investment steadily.While, budget hotels keep expanding their business through’enclosure moment’ however, the unduly rapid-rise in the number of hotels contributes to the fierce competition as well as the imbalance between the demand and supply in this industry. That is, meager-profit time gas already comes. Dalian Lvzhidu hotel Co.,Ltd is one of the hotels involved in crossover, which incorporates different functions into one, to meet the needs of a broad range of clients. The hotel’s marketing is also confronted with many difficulties, such as inefficient human resources, overwhelming competition, imperfect business management and so on.Using marketing related theories, such as Band model, SWOT theory, and market segmentation and positioning of the company theory, and the existing research results, the paper discusses both the opportunities and challenges faced by this hotel, as well as their advantages and disadvantages, from macro-and micro-perspective. On this basis, this hotel’s target market, the meddle individual tourists while being supplemented with, the meddle and low-end group tourists. Then the paper works out comprehensive marketing strategies to cater to the targeted clients in terms of product, price, channel and promotion. It, in particular, highlights the client-based marketing strategy.And finally; it suggests that the hotel make a range of improvements in its enterprise system, procedures, human resources and finance, to ensure the implements of these marketing strategies.It is expected that the marketing strategies and follow-up measures concerned with Dalian Lvzhidu hotel Co., LTD can help improve its marketing management and provide reference for other hotels.