The Study On Differentiated Marketing Strategy Of Economical Hotels

From the prospects of the economy hotel market， we can find out that theeconomy hotel will be inevitable in an adjustment period after ten years of explosivegrowth. Might the adjustment period be this year or the next and with Chineseeconomic transformation， the economy hotel might get the chance to make someadjustments. At the same time， when the economy hotel get changed， market M&Aand union phenomenon will be a trend. Based on the current situation that the timeforeign hotel giants into China is late which give our economy hotel a chance to startat the same starting line， the domestic economy hotel should use the marketadjustment， make good use of the local advantages and devote themselves into thefierce market competition. Enumerate an example， Jin jiang Inns， Home Inns andSeven Days Hotel are all positive expansion and preparing for the future campaign.Seven Days Hotel is a competitive company whose development prospect andgrowth potential are both great in the high-speed growth industry. Since the start ofthe beginning， Seven Days Hotel has closely connected with the market andcustomers. With high sensitivity of market and the market reaction ability， SevenDays Hotel quickly expanded to be chain operation of national group company. Allthose successes have close connection with marketing strategies， such as thediversiform services， multiple database models (club membership)， the diversity ofthe network promotion modes and so on. All above can be good examples for modernother economy hotel to reference.Through analyzing the situation of Chinese economy hotel， the paper points outshortcomings and drawbacks of Chinese economy hotels. For example， the servicesare not standardized， the brand is not enough famous and network resources are notused reasonable. Next，the paper ample analyses the potential marketing strategies ofChinese economy hotel， such as the strategy of STP and4P and so on. Also， thispaper considers the internal and external conditions of economy hotel syntheticallyand makes Systematic analysis which useful for the next solutions. At last，this paper emphatically analyses diversiform marketing strategies with the analysis of thedifferentiation of brand， chain ways， services and the use of network. Based on theabove analysis， the paper points out the possible strategies that the economy hotelscan take when face the new round of market adjustment.