Marketing Analysis And Strategy Of Boutique Hotel

At the end of twentieth Century, chain hotel group basically monopolized the hotel business, the hotel with a good reputation so that consumers feel good services and brand quality. The global tourism industry development, the hotel product ideology more diversification, previous, consumer is the pursuit of function and the general consumer oriented; now, more like to experience a whole new experience elements, personalized products and services as the fundamental standard of Select Hotel, The Inn Boutique is the birth as to realize consumer self worth and individuality experience. The tourism industry in China started late, therefore, the development of hotel industry is less developed countries. Along with our country to deepen reform to accelerate the process, the hotel industry competition turns white-hot increasingly, especially high Stars Hotel and Econo Hotel competition between never stopped. After appearing in The Inn Boutique, hotel industry more differentiation. How in the fierce competition in the hotel industry market get a space for one person, and as far as possible to expand market share has become the key to the development of The Inn Boutique. Therefore, study and explore the The Inn Boutique marketing strategy is particularly important. This thesis is produced in such a historical background.This paper takes Suzhou Jiangnan Four Seasons Hotels as an example, in the marketing management based on the theory, make full use of the literature analysis, qualitative research quantitative research methods, combining theoretical research with empirical research method and the SWOT analysis method, studies and discusses the marketing strategy of The Inn Boutique.This paper consists of seven parts:the first part, introduction. Overview of the research purpose of this paper, the significance of the research; literature review; research content and the research technique and the innovation point of this article. The second part, the hotel marketing and its theory. Mainly elaborated the theory of marketing, service marketing theory, the theory of brand marketing, green marketing theory, establish the theoretical basis of this paper. The third part, Suzhou Jiangnan Four Seasons Hotels marketing analysis. The Inn Boutique first analysis the development situation at home and abroad, summarizes the main marketing; on this basis, discuss Suzhou Jiangnan Four Seasons Hotels market marketing present situation, related to their market positioning, marketing characteristic and marketing situation. The fourth part, Jiangnan Four Seasons Hotels effect analysis. From the market positioning, product innovation, marketing management, marketing services and other aspects; then, on the macro environment and industry environment are deeply analyzed, and expounds its advantages, disadvantages, opportunities and threats. The fifth part, improve the marketing strategy of Suzhou Jiangnan Four Seasons Hotels. In this paper on the basis of the analysis, from the hotel market positioning, marketing the basic ideas and specific marketing strategies and put forward specific measures. The sixth part, conclusion and prospect.