| With the process of economic globalization, the development of international hotel chains in China, although has matured, but in the international hotel chain marketing process still faces a series of problems. Facing cultural differences and conflicts, economic development and public relations background differences, international hotel chains often use cross-cultural study from the perspective of cultural integration in order to dissolve the cultural differences, and rise the effect of increasing employee loyalty. However, simply emphasizing cultural integration, we cannot give the correct and effective solutions when confronted with the practical problems of employees, which makes international hotel group to implement cross-cultural marketing process frequent problem in China. Based on the concept of chain hotels, hotel marketing concept definition and analysis, research status as a foreign student I chose marketing strategy international hotel chains in different cultural contexts, to explore the impact of cultural differences on the background of the international hotel chain’s marketing strategy, given the international chain hotels with recommended countermeasures China marketing strategy making.Paper is divided into five chapters. The first chapter is the introduction of the definition of related concepts, describes the research background and research significance, introduces the main idea of writing, architecture, and the limits of the existence of the paper; the second chapter is the theoretical foundation, review relevant research analyzes the domestic and foreign the current situation and the theory of international hotel chains marketing strategy to 4Ps theory,4Cs theory,4Rs theory based; the third chapter of the status quo under different cultural backgrounds international chain hotel marketing strategies are analyzed, mainly in China, Thailand, Russia, etc. as the representative of a large developing country and the United States, Japan, France, represented by the main developed countries; the previous text based chapter on the theoretical analysis, from the perspective of the marketing mix 6P theory, discusses the differences in cultural background of international hotel chains marketing influence policy; fifth chapter of the international hotel chains in China to develop marketing strategy gives the corresponding recommendations and the whole thesis set forth a summary of the views summarized. |
