Qufu Df Confucian Hotel Marketing Strategy Research

In recent30years, China’s tourist hotels are flourishing both in quantities and in scales along with the rapid development of China’s tourism. A highly competitive situation of star-rated tourist hotels is taking shape. Hoteliers have to tackle various challenging tasks such as how to seize business opportunities and explore new operating models with distinguishing features, how to possess better competitive advantages with differentiated competition strategies, how to make more profits on the basis of providing more added value of services and increasing tourists’satisfaction with tourism services. Thus, hotels can survive and develop in current intense market competition.Themed hotel business mode is a new operating mode introduced from abroad in recent years. Operating details are still at the exploratory stage due to lack of experience. These details include how to integrate the essence of the specific themes into the environment construction and featured services based on Chinese characterized background in regions and culture. In this way, we can enhance the operating features of hotels and promote additional effects of tourism services. We made a survey on Qufu DF Confucian Culture Hotel and investigated the improvement of its operating and managing system. The hotel makes full use of its regional advantages and cultural heritage of being the birthplace of Confucian. It elevates its revenues and gains better investment returns by means of constructing an effective operating model featured with Confucian culture.Based on the theoretical and empirical research, combining qualitative and quantitative analysis methods, this article studied the marketing strategies of Qufu DF Confucian culture Hotel and ways of integrating the theme of Confucian culture into hotel operating strategies. This article begins with such details of operating strategy mode as how to construct a hotel operating environment with ample Confucian cultural atmosphere. It also deals with how to design services and products with distinctive Confucian culture and how to activate different service approaches of Confucian culture hotels. The article summarized the following experience:service designing, price positioning, expansion of marketing channels, staff training, enterprise image demonstrating and the supervision of serving process. In the end, the article came out a marketing strategy that meet the developing needs of this hotel.