Marketing Program Design On Changbaishan International Hotspring Hotel

In recent years, vocation tour has gradually become a trend as people livingstandard rises and paid vacation system promoted, people’s demand for travel notonly stopped at the sightseeing level, but higher standards for the accommodation,entertainment, sports and other aspects of holiday conditions.Changbai mountain occupies the leading position of the northeast tourism, hasbeen changing from the single purpose scenic spots to comprehensive vacationingarea in recent years, especially after the Changbai mountain administrationcommittee established, the tourism industry is developing rapidly.With the rise ofecological tourism, Changbai mountain has its unique advantage in the northeastAsia. A batch of vacationing hotel in Changbai mountain area arises at the historicmoment. But how to obtain good reputation and economic benefits in many hotelsrequires perfect marketing program to support. The paper takes Changbai mountaininternational hot spring hotel as an example, designed its overall marketing program.The chapter1is the introduction, introduces the research background,significance, the ideas and structure of the paper. The chapter2states the macroenvironment of the hotel and its strengths, weaknesses, opportunities and threats inthe process of marketing, also analyses the demand market trends and prospects forhotel. According to the prediction of the world tourism organization, by2020, Chinawill become the world’s4thtourists source country. During the "12th five-year"period, the tourism will gradually become a pillar industry of Jilin province, and thehotel service of Changbai mountain area is obviously lag behind compared withdomestic similar cities at the same level. Due to high-end hotel room is limited, veryfew tourists to stay here, the contradiction between the increasing number of visitors and the growing shortage of reception capacity gradually emerging. Besides, the lackof high standard hotel supplies makes it more difficult to attract visitors who havehigher consumption budget. As an important part of the investment environment, thisphenomenon has affected the Changbai mountain tourism economic development,also its image and visibility. It has gradually become a major bottleneck for thefurther development of local tourism. According to the tourism threshold analysistheory, a high standard of five-star hot spring tourism resort will be well worthdoing.In the chapter3, the author analyses the segmentation, targeting and positioning,identified the market classification of ‘foreign source is chance market, domesticsource is basic market, international source is tactical market, Asian source isstrategic market, northeast source is the core market, and other sources are assistedones. The author also put forward a proposal that entrust an international hotelmanagement company to manage the Changbai mountain international hotspringhotel. According to the market positioning of ‘with the hotspring (especially outdoorhotspring) as the main characteristics of five-star luxury resort hotel’, the paper haspredicted the hotel prices, and designed some marketing channels such as imagepromotion (B-C), establishing cooperative relations with travel companies and hotelagents (B-B-C), the online community marketing and promotion plans for thespecific target market. In the last chapter of the paper, it illustrates how to implementthe marketing programs and put forward the countermeasures and solutions topossible problems in the process of implementation.Through designing the Changbai mountain international hotspring hotelmarketing program, makes the hotel marketing work more targeted, determines thehotel overall development idea, and also promotes the overall marketing level in theChangbai mountain area.