Research On Marketing Management Optimization Of Nanjing SX Grand Hotel Co., Ltd

Since China's reform and opening up,Chinese hotel industry has achieved great development especially in 21 Century.Meanwhile the competition among hotels is increasingly fierce and intensified.As the research object in this article,Nanjing SX hotel limited liability Company is obviously affected for there has been a sustained decline on operating income and increased operating pressure.This paper strives to use marketing management theory to guide and improve and correct the practical problems in the marketing process by using the literature research method,research on acquisition method,interview method and observation method,combined with the actual operation of the hotel.In the article,firstly the background and significance,content and purpose of the research are briefly described.Secondly the author introduces the basic knowledge of theory related to this paper,start with the current situation of the hotel's general situation,product,price,finance,organization structure,customer structure.By analyzing step by step,the author finds out the problems existing in marketing management,namely the four major problems:narrow marketing channels,competition needs to be improved;single product structure,selective service needs to be improved;lack of caring service,loyalty should be improved;employees sense of belonging and sense of learning culture is not enough.At the end of the thesis,aiming at the specific problem of the hotel marketing management,countermeasures are put forward from four aspects:the implementation of integrated marketing,increase sales;the construction of differentiated products,increase customer choice;improve service concept,optimize customer experience;improve staff quality,enhance their sense of belonging.These optimization strategies of marketing management aim at improving hotel revenue decline predicament and achieving the healthy and sustainable development of the hotel.