Study Of Kingdom Hotel Relationship Marketing Strategy

With the rapid development of the Chinese economy and people’s living condition, the hotel industry had a great development. At present, Yi Wu already had many hotels, and new star-hotels with high standards are still keeping on building and opening. The horizontal competition of circum is becoming more and more drastic,this directly caused the rate war between hotels become white-hot. The management of reduce price already cannot be accepted by the market. Facing the new development trend and new challenges, the one who wants to win the war and survival must change his traditional marketing idea. How to develop a more rational marketing strategies to cater to the market demand,this is the problem hotel industry must to face and solve.The Present Paper based on relationship marketing theory. First it gave an overview on hotels and Yi Wu hotel industry. Second it used kingdom hotel for an example to analysis and research its marketing actuality and problems which existed.After gave an outline of kingdom hotel, the paper made a careful investigation through SWOT analysis, include superiority and weakness, opportunity and threats of kingdom hotel, and then analysed the passenger source and trait of hotel. Finally point out the problems existing in the relationship marketing strategy and the reasons why it came out. Based on the thoroughly understand of marketing of kingdom hotel, it indicated some adjustment on target market and marketing strategy should be done.It suggest hotel should implement relationship marketing strategy, and gave advisement on customer, staff, vendors, distributors, competitor and influencer six parts.The problems of kingdom hotel, are also the main problems of the region hotels are facing. The research result has a certain practical value to how to improve hotel relationship marketing strategy. Also it gave some reference value to other similar businesses of Yi Wu area. At the same time, it surely provided a practical case for the development of relationship marketing strategy...