Research On Target Marketing Strategy Of Podinn Nanjing Jiangning University City Store

In recent years,with the development of China's tourism industry,chain Inns are developing fast.According to Art Tour's research report on Chinese economy hotel market in 2011,as of 2010,Chinese Inn Express hotel market reached 18 billion yuan.On the one hand,the chain Inns grow fast in China's domestic market,on the other hand,the chain Inns' share of all of the hotel market is still relatively low compared with developed countries,such as the US and European countries,Chinese chain Inns share is at the level of 60%,while at the same time,the developed countries's chain Inns 's share is at the level of 8.3%,Chinese's Inn chain still has great potential for development.With the calm of financial crisis,the developping of business travel market,the Inns has good potential for development.But the current hardship in Inn Express hotels can not be ignored.chain Inns industry has small barriers to entry,the threshold is low,and the investment is small,what's more,the initial management is not complicated,all of these caused new competitors continue to enter in this industry,resulting in the fierce market competition in chain Inns,profit margins in Inn Express hotel market began compression,the whole market growth slows down,a highly fragmented market began to form.During this period,there are many problems Inns chain,such as disorderly competition,serious homogenization of products,lack of talent people,Inn Express hotel's development is constrained by the problems above,they need a series of related marketing strategies to solve the problem in order to achieve sustainable development.This paper selects Podinn Nanjing Jiangning University City store as an example to research on the target marketing strategy of podinn,we identify PodinnJiangning University City store's shortcomings of the past marketing strategy through its SWOT analysis.on this basis.We found that the main deficiency lies in the following three aspects:Firstly,there is not enough differentiation positioning,the podinn's marketing strategy is mainly based on its headquarters,there is no development of its own marketing strategy based on its own characteristics;secondly,for the use of Internet marketing is not enough,as the store has not yet begun micro-channel marketing,and combining online and offline marketing is not tight enough;thirdly,the marketing model is not accurate enough,there is no developed system of marketing.We propose solutions to these problems based on analysis of the problem,namely,the difference of marketing,mobile internet marketing,and orientation marketing.The keys to achieve the above marketing strategies are following:Firstly,tap the right target market,develop differentiated marketing strategies for the target market;secondly,take full advantage of the development of technology,use the emerging micro-channel marketing strategy;thirdly,pay attention to customer relationship management,carry out precise marketing based on the Internet-based marketing.PodinnJiangning University City store need to promote the development and implementation of its targeted marketing strategy to deal with the threat of competitors and gain advantage in the market competition.