Research On Marketing Strategy Of Kerry Hotel, Beijing

This dissertation mainly focuses on the research of Kerry Hotel, Beijing. The task is how to increase the marketing ability and the speed of growth, with the method of induction, deduction analysis and standard example analysis, the author research the globality problem> the fundamentality problem in the marketing development of Kerry Hotel, the research include the following aspects.The first part is the explanation of the problems occurred in the marketing practice of Kerry Hotel and the marketing strategy research theory and the research methods. The author also analyzed its external and internal environment. According the fact of Kerry Hotel, the author chooses the marketing strategy plan and the target market for Kerry Hotel. Next, the author takes the specific implementing measures from the aspect of human resource management and customer management.The conclusion is:it is vital to take the marketing strategy according to the external and internal environment and the real ability of Kerry Hotel. Some measures are listed from the aspect of Product、Price、Place、 Promotion. This brief analyzes supporting measures which are important to the strategy from the aspect of human resource management and customer management.Based on the focal point research, the author doesn’t take in depth research on the functional strategy according to the marketing strategy. In the practice, there may be something indefinite on the control measures and have to be completed.