Research On The Marketing Strategy Of The Shenzhen Royal International Hotel

Since entering the 21 st century, Chinese tourism industry achieved continuously progress and prosperity benefited by the continuous and sound development of our economy and society. As the pillar industry of tourism industry, Chinese hotel industry also gained development by leaps and bounds. Meanwhile, with the change of competition modes and constantly improved management level of hotel industry, the competitions among hotels became more fiercely. Marketing innovation is the core element which makes hotels be invincible and promote their competency.What’s more, it will has great theoretical and realistic meanings with the research of current situation and characteristics of hotel marketing, and will lead local hotels to have more chance to win in this market competition and hold more domestic market parts.This article was based on theories and practices, the methods which I used focus on the development tendency and the changing environment of Shenzhen hotel industries, and carry out related research and study on the marketing strategy and relevant theories of Royal International Hotel. Referring to the STP marketing theory and 4Ps marketing framework, we summarize Royal’s marketing positioning, and then confirm its target market and work out relevant marketing strategy, further respectively discuss products, price, place and promotion, and propose measures to promote these marketing strategies of Royal International Hotel to realize.The study of Royal International Hotel’s marketing strategies will help it to prudently observe and work out scientific and long-term strategic planning and effective methods to cope with the changing conditions of external environment. This article insist on the combination of theory and practice, which could help Royal International Hotel to have a better understanding of its environment, include internal and external, and problems existed in its interior operations management, thus it can lead the hotel take full use of its resources to achieve better operation in the approaching period.