A Marketing Strategy Research On Lanzhou HE International Youth Hostel

Youth Hostel,originated from Germany in 1912,is a kind of accommodation facilities for the youth and the backpacker.With the increasing number of tourists and the continuous expansion of the social level,the backpack travel has become an important force in the tourism industry,which cannot be ignored.All these happened to have the same view with business philosophy of "self-help,environmental protection," that advocated by the youth hostel.In 2014,science and technology,education,culture and sports have developed at full speed.The number of full year graduate student enrollment,and the graduate student in the school increased also.According to statistics,90.2% of the students in the school have willingness to travel,which shows the great potential of youth hostel in the college students market.But how to realize the great development with the regional characteristics is a great challenge to the youth hostel-new concept of foreign industry.The policy of reform and opening up in China,national economic structure changes,and the vigorous development of the third industry,determined to study the international youth hostel.As a carrier of culture in the provision of services,the dissertation has a cultural communication value.Therefore,the dissertation chose Lanzhou HE International Youth Hostel as the research object.Firstly,through the review of the theory,a theoretical basis for the analysis is established,and the literature survey can help us understand the status quo of this field.Secondly,by way of strategic analysis tools,the external and internal environment,development status and the competitiveness of the youth hostel has been analyzed.Then,from the analysis of current strategy,the problems and shortcomings existing in the Lanzhou HE International Youth Hostel in the marketing has been investigated.Finally,using STP model,a more accurate market positioning is proposed.The dissertation has a practical value for the development of the enterprise itself as well as the similar enterprises,especially in the marketing strategy.