Research On Hotel Marketing Strategy Of Grand Of Bravo Hotel Guilin

From the year of 2013, tourism have rapid development with the support of the national policy. Some scholars predict that China will become the world tourism power in 2020. But as an important part of tourism industry, because of intense competition and the issued of’Eight Terms’, the development of hotel industry has been struggled. Many veterans of hotel industry believe that hotel industry suffer in a great impact in the current special period. They only choose the right marketing strategy can let the enterprise survival,and achieve steady development for a long term. In order to make clear the subject that the right way for the hotel marketing strategy, I made an analysis in a five-star standard luxury vacationing hotel ’Grand Bravo Hotel’ in Guilin, and obtained the final conclusion that all the hotel should base on their own conditions and continue the diversified marketing strategy. This conclusion aims to let everybody know how to choose a marketing strategy, and which marketing strategy can make the hotel achieve a steady interest ascend.This thesis is entitled with ’Research on hotel marketing strategy of Grand Bravo Hotel Guilin’. It is a marketing strategy of hotel industry take a luxury hotel as an example. This thesis is divided into five parts. The first part is the introduction that focus on discussing and making clear what the background, aims, and meaning of this thesis are. And with what method to research on the example. The second part make a classification of the hotel industry in marketing strategy. The purpose is to make the reader have a further understand the meaning of hotel marketing strategy, the root of making right marketing strategy, and the current situation of Chinese hotel marketing strategy. The third part of the thesis,taking the Grand Bravo Hotel Guilin as a real case study. We are able to acknowledge that at the beginning of the hotel, it has a good performance when the hotel stick to high-end and high-level strategy. But as the time goes on, the performance of this hotel is showing a declining trend. The fourth part shows that I through research and analysis, I find out the root that cause the decline in hotel performance at finally, and then make a new marketing strategy. The last part is the conclusion of this thesis.In this thesis by comparison with the Waterfall Hotel Guilin and Shangri-la Hotel Guilin to make it clear for the readers that the enterprise management should be based on their own conditions, and can not blindly to follow others’ successful experience. Grand Bravo Hotel recognizes that the high-end, high price marketing strategy does not apply to those hotel which is similar to Grand Bravo Hotel Guilin such newly developing luxury hotels. They can only through low price strategy,rapidly increasing marketing share and taking the diversified marketing strategy such as combining offline direct sale and online wholesale together that can realize the revenue with rising steadily.