| Today, China is the rapid economic development, the living standards of our population is also increasing, vacations has become a model of a consumer. The resort is facing new opportunities and new challenges. Along with the vigorous development of the tourism industry, the hotel industry as an integral part of the tourism industry has entered a deep stage of development; the impact of new Internet technologies lead the hotel industry has also undergone a process of subtle change; develop culture, but also leading to the hotel tourists choose personalization and diversification; in today's market environment, Lintong Angsana hotel & Spa as a high-end resort hotel is typical of such high-end resort should use what kind of marketing strategy to new city environment, market competition, that is the purpose of this article wants to explore the area and value of content and research, but also provide some support for high-end resort experience the same type of marketing strategy and marketing mix selection.Angsana Xi'an Lintong With Spa Hotel in Singapore Banyan Tree brand, management,marketing network, design, and other advantages of diversification, supplemented Lintong deep historical roots and cultural heritage, as well as prominent local characteristics and cultural landscape. West Anyue Chun Spa Hotel facilities fully equipped, fully functional, is located in the tourist area, rich in social capital, in the northwest region of one of the few high-end resort hotel. Taking Xi'an Lintong Angsana Spa Hotel for the study, combined with the hotel industry macro environment, further analysis analysis of a wide range of hotels and Angsana Spa Hotel marketing services, competition, market trends, demand and so on. On the status of the hotel industry development of China's Current Situation of the hotel industry in Lintong district; using PEST analysis, understanding and political factors, economic factors,natural factors, social and human factors, the impact of technology factors on the hotel industry, analyze the market situation of the hotel industry and Future trends. And organize Lintong Angsana Hotel analyzed from the opening to the present business data, while Singapore's Banyan Tree Group's management, marketing mode in-depth research, and through the entity operator interviews and daily observation and research, get to the bottom of its marketing management process existing problems, and lack of clear reasons, according to the collection of the hotel industry literature and big data collated and combined with hotel marketing theory and methods, operational marketing strategy options, the hotel marketsegmentation, the hotel's target market and positioning; all levels of source characteristics for the hotel's target market to determine the market positioning of the hotel, the hotel is suitable for the formation of its own marketing strategy combination. Again based on marketing mix strategy and other related theories proposed embodiment Lintong Angsana spa hotel marketing strategy, but also provide some experience in the industry. Thus establishing Lintong Angsana Resort & Spa, implementation of marketing strategies for all aspects of the hotel's marketing environment, service standards were effective to improve the offers on revenues and brand awareness.As used herein, PEST analysis, analyze Angsana Hotels natural environment, political environment, economic environment, social and human, technical environmental aspects;using SWOT analysis of Xi'an Lintong Angsana Resort & Spa, strengths and weaknesses and opportunities and threats four aspect of the in-depth analysis. According to analysis, the application of 7ps theory states that the Lintong Angsana Spa Hotel marketing strategy made effective corrective recommendations, including the selection of wine target market, market positioning, product strategy, pricing strategy, channel, service processes, personnel policy,marketing integration, physical evidence aspects. While the specific implementation process,for possible problems and ignoring local needs special attention particularly raised, so that the hotel can be special attention in the implementation process to achieve the effect of the adjustment.According to the analysis results Angsana Spa Hotel Xi'an Lintong advantages and disadvantages exist, higher than the threat of external opportunities exist. Should adopt a positive strategy, integrating existing resources, increase competitiveness of the hotel. Hotel explicitly target tourists, will meet the needs of high-end market after the completion of Angsana hotel marketing strategy should be strengthened to develop strategies to increase hotel promotion, accumulate more customers, so that customer satisfaction with the hotel.By Angsana hotel after a series of analyzes, the use of STP and 7PS other marketing theory, the Angsana hotel marketing efforts current problems proposed adjustment program,and presented to the marketing concept, marketing, hotel marketing strategy implementation Important aspects of information technology, marketing continuity, while Angsana Spa hotel Xi'an Lintong market buying motives and buying patterns based on a combination of the hotel market segments as: tourism segments, vacation casual audience, cultural consumer segments,business and exhibition audience. Through the above Angsana hotel customer base analysis and target market analysis; Angsana hotels should build itself to become a high-end resort FIT-based, small groups and special events, supplemented by cultural and leisure tourist groups Tourist Resort hotel. Consider in ensuring existing customer base, based on the focus of tourist groups in neighboring provinces(Henan, Shanxi, Shandong and other) tourists,travel agencies(domestic and foreign) high-end group, individual, Shaanxi, Shanxi, Henan,Sichuan Family Tours, driving the main business and exhibition meeting with government agencies, enterprises and the majority of private owners in the region based. West Anyue Chun hotel's strong brand is a big selling point for the hotel, but the resort area has not been developed, the lack of original supporting regional tourism, leading to the tourist routes do not plan to stay in Lintong region, the hotel industry is affected. To this end, in enhancing awareness of the hotel but also the surrounding provinces and cities to develop tourism and tourists, developed in line with the hotel's new positioning products that combine design hotel target market needs of different products to meet the requirements of the target market, to meet the target market expectations, creating new modes, and create a unique business model.With the rapid development of the tourism industry, the hotel industry also came under scrutiny, Angsana Spa Hotel as a quality brand hotel is its unique style and culture to attract the attention of many people, and through the analysis of this study, thus Select Angsana Spa hotel Xi'an Lintong future marketing mix strategy selection and marketing strategy to provide some direction, recommend and implement measures and programs. Through the implementation of the program, allowing Lintong Angsana Hotel clarify their position in the hotel market, to attract the corresponding steady source; adapt to market changes, to stand out from the competition and gain economic benefits, social benefits and brand praise, as the brand image of the card resort. |
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