The Study On QTLS Hotel Service Marketing Strategy

In the developmental process of each major industry in China, hotel industry has implemented reform and opening to the outside for long time. In addition, with rapid development in tourism industry, domestic hotel industry has achieved progress by leaps and bound. Since 1980 s, numerous oversea hotel enterprises have opened Chinese market successively. The majority of domestic hotels have to participate in market competition.The important premise for traditional Chinese hotels to survive is to adapt to the market rapidly and join in competition actively. In the current stage, the emphasis of adaptation of hotels to market lies to a large extent in their awareness of the important of service marketing and their ability to formulate scientific and effective service marketing strategies.The thesis is based on service marketing theory to make further study on each aspect of current service market in QTLS Hotel. Through field investigation, understanding basic information, development status and internal and external environment of QTLS Hotel, the thesis concludes with advantages, disadvantages, opportunities and challenges faced by QTLS Hotel with SWOT analyzing method. The author of the thesis also makes further analysis on problems existing in QTLS Hotel service marketing strategy through data collection channels like field investigation, online investigation feedback and so on, and constructing marketing competitiveness evaluation model of the hotel with the data analyzing method of FAHP. Finally, from multiple perspectives, the author proposes strategies to improve service marketing in QTLS Hotel from aspects like service marketing effect and management combined with consumer satisfaction degree theory.Through analysis on large scaled chain hotel, it can be seen that at present, the enterprise competition in Chinese chain hotel industry is still in competition stage for price, discount, and hardware facilities. However, it is easy to find combined with the development of foreign hotel industry or service industry that the premise for service enterprise to survive and make progress is high level management and service with superior quality. As a result, the analysis in the thesis can provide enlightenment as to domestic hotels in the aspect of service marketing. It is expected that in the future development, Chinese hotel industry can emphasize more on improvement over software service inside enterprise and providing for consumers with personal and convenient service in order to face towards more fierce market competition.