A Study On Marketing Strategy For Guangzhou Jin Mao Budget Hotel

In the 21 st century, with sustained and rapid economy development in China, mass tourism are booming in the recent ten years, and long-distance business, public service and other exchanges have become increasingly frequent, so that Chinese tourism industry is maintaining an average annual growth rate of 10.4%. In this context, budget hotels also got rapid development because those are convenient and affordable. But behind the rapid expansion of the economy hotels, there has happened obvious decline in actual operation. Various brands entered the malignant competition on price, homogeneous competition, single marketing strategy, inevitably makes the economy hotels enter the bottleneck period. Coupled with the access of foreign budget hotels, budget hotels in China are facing huge pressure of competition.Marketing is the leading work of the hotel management, in the face of an increasingly competitive market environment, as an state-owned enterprises Guangzhou Jin Mao Budget Hotel how to overcome itself shortcomings in marketing management, using the right marketing tools to improve the satisfaction of consumer, to improve business performance, and foothold in the fierce market environment, have become one of the most important topics of hotel management.This paper selects Guangzhou Jin Mao hotel as the study object, and makes a systematic analysis of the hotel marketing strategies through 4P theory by collecting and sorting its market information and management documents. First, the author makes a brief introduction of the hotel basic situations and the problems existing in its marketing. And then in the part of analysis, the author analyzes the hotel’s marketing problems by the application of 4P theory. Then the author segments the JM hotel market again according to STP theory, and works out its target market, which mainly consists of business guests and conference guests, with the business guests from Northeast and Middle east area as its supplement. And the author put forward further suggestions that the hotel should position itself as a middle-end business budget hotel with Far East Style. Finally based on the above analysis and 4P marketing theory, the author designs the corresponding product strategy, pricing strategy, placing strategy,and promotion strategy, in the hope of helping the hotel out of its predicament.