Project Service Marketing Management For Kaixing Holiday Inn

This paper utilizes the principles of management, business strategy, marketsegmentation theory, marketing theory. Through empirical analysis on Kaixing Holiday Inn,adopting the method of combining theory with practice, combined with marketing theory, inthe view of system, it makes a comprehensive study on the product mix of Kaixing HolidayInn. First of all, through the external macro environment, demand analysis and competitionanalysis and analysis on the internal micro environment, it finds out the opportunities andthreats in the external environment and the strengths and weaknesses in the internalenvironment. Using the SWOT analysis, we find the Kaixing Holiday Inn marketing strategycombination. Secondly, based on the existing market segmentation, combined withadvantages and disadvantages, the hotel choose the target market reasonably. In order tomake the goal clearly, the market orientation of Kaixing Hotel has been set. It put forwardthe overall train of product marketing planning including product, price and a series ofstrategies. Finally, it puts forward the requirements, steps, and the possible problems andsolutions items to make the marketing plan achieved.Only the innovation of management adapts to the needs of the enterprises’ survival,development. Be aware of that the highest hotel standardization is not only the high qualityservice. Providing personalized, flexible service and product for different customers will bethe higher pursuit display.Ideas and methods of hotel marketing planning presented in this paper, and the use ofsurvey, analysis method and tools has a certain reference value to improve efficiency andenhance competition ability for the current high-grade Traders Hotel and service enterprisesin small and medium-sized city in China.