Study On The Marketing Strategy Of Xi’an King Far International Hotel

Shaanxi Province is located in the less developed western regions, but the pace of Shaanxi Province star development is gradually increasing in recent years. From the Xi’an hotel industry development status, it can be predicted that Xi’an-star hotel has a great potential for development in the future, at the same time, the competition will be more intense. In the above context, based on the analysis of its marketing environment, this paper studies on the marketing strategy of Xi’an King Far International Hotel to help the hotel able to accurately grasp market opportunities, improve marketing level and their competitiveness in the field of Xi’an.With the severe competitive situation in the Xi’an hotel industry market, Xi’an King Far International Hotel has taken certain measures to strengthen its marketing strategy, including interactive marketing, services marketing, and optimize the product structure, expand marketing channels, but with the changes in the internal and external environment, some marketing strategy can not meet the further development of the hotel. SWOT analysis finds that the Xi’an King Far International Hotel has certain advantages, such as location, strict service standards, the debt burden and strong human resources; but there are also some issues, such as some outdated facilities, shortage room, lack of a large meeting room and the middle management cadre structure is irrational. Although Xi’an King Far International Hotel is face fierce market competition and the threat of big macroeconomic policy, but the development of the tourism industry, government policy support, as well as the Xi’an international metropolis building have given the Xi’an King Far International Hotel good opportunities. In product strategy, Xi’an King Far International Hotel first should be expanded rooms inventory, followed by the hotel’s rooms should be re-configured to provide comfortable service, and should continue to improve the service quality and service level. In price strategy, in addition to the VIP system strategy, the Hotel should also taken the discount strategy, such as hour room prices, online promotions, food and beverage promotions strategy, parking promotions strategy as well as the season discounts. In channel strategy, the Hotel not only to consolidate the middlemen channel construction, but also to the development of a new hotel sales channels to speed up the implementation of network marketing strategy, while strengthening the construction of membership. In promotion strategy, the Hotel should take direct staff promotional mainly indirect promotional supplemented promotional strategy.