The Study Of Marketing Strategy Of XDF Hotel

With the rapid development of China’s service industry, the hospitality industryas an important part of it is becoming more and more mature, while competition inthe hospitality industry is unprecedented fierce. In accordance with eight provisionsand six prohibitions of central government, high level hotels should repositioningthemselves and expand new customers. Marketing idea innovation is one of the mosteffective and fundamental ways to improve the competitiveness of hospitalityindustry. To promote the participation of market competition and occupation of thedomestic market of hospitality industry, the research of marketing strategy contentsand characteristics has practical significance.This paper chose XDF Hotel as the research subject. Combined with itsobjective facts, this paper used and draw lessons from more advanced marketingtheory and successful hotel management experience. Starting from the analysis ofthe existing problems of hotel, this research try to find gaps as comprehensive aspossible, to construct the XDF Le Grand Large Hotel marketing programs andenhance the management level of the hotel to make up the gap, to reconstruct theXDF Hotel’s marketing programs and enhance the management level of the hotel.First part of this paper is about the background, purpose and significance of thisresearch, and the domestic and foreign literature are carefully reviewed, key anddifficult points have been clarified.The second part introduces the history and organizational structure of XDFHotel, while study about its present marketing status and analyzes the reason of theshortage of marketing.The third part makes analysis of XDF Hotel’s external environment andinternal environment, to explore the hotel internal strengths and weaknesses,external opportunities and threats, looking for hotel development opportunities.The fourth part determines the target market. XDF Hotel should make full useof the comprehensive advantages and centralize resource on business travel marketand group meeting market. Earning points will be business individuals and groupmeeting guests.The fifth part puts forward the marketing strategy of XDF Hotel. Innovativeproduct designs, rich product structure, integrate resource, outsource products, andchange the traditional mode of hotel product mix strategy; more accurate price;refine channels, deep foundation and analyze from the angle of personnel, networkand protocol room; from multiple directions to make promotion plan. At the sametime, service marketing, relationship marketing, emotional marketing, charitymarketing should be carried out.The sixth part discusses about the efficient implementation of the marketing strategy. In order to improve XDF Hotel market profitability and keep itscompetition advantage, this part proposed the implementation scheme.This paper pays attention to the combination of theory and practice. Make fulluse of the market opportunities and integration of resources, in order to better playthe advantages and make up for weaknesses of XDF Hotel. Effectively enhance thehotel marketing strategy, so as to guide the hotel business activities in the future fora long period of time.