| Fuzhou is an important coastal economic center and tourist city in China,the hotel industry and catering industry of Fuzhou grew rapidly,even had the same comparable of those large domestic cities in China,no matter the size or the specification of the hotel management.Fuzhou hotel industry had played an important role in promoting the economic development of the city.Hotel industry is essentially a comprehensive service industry,set catering,accommodation,business and entertainment and other functions in one.The development of Fuzhou hotel industry got some opportunities and challenges at present.With the rapid development of the domestic economy,Fuzhou tourism industry had an new status each day."Internet +" era led the hotel industry development leapt to a new level,brought great opportunities to the hotel industry development.Customers could quickly get the hotel's basic information and customer reviews through the Internet,brought convenience to facilitate the hotel's promotion and market development.At the same time,the "Internet +" new era also brought fierce competition to the hotel industry,such as the market became more transparent,consumers became more picky.In addition,with the various types of official consumption restrictions of the country introduced in 2012,such as the "eight policies" provisions,the traditional hotel market structure had undergone tremendous changes.How to attract tourists and seize market share in this increasingly fierce market competition was an important problem to hotel managers.This paper analyzed how to improve the marketing strategy of Fuzhou high-end hotel in new situation exampled on Fuzhou BESTWESTER PREMIER Fortune Hotel.Based on the four kinds of marketing strategy,such as 4Ps marketing strategy,4Rs marketing strategy and PEST analysis and SWOT analysis,this paper first analyzed the status quo,macro and micro-marketing environment,advantages and disadvantages,development opportunities and threats of Fuzhou BESTWESTER PREMIER Fortune Hotel,and then analyzed the problems and reasons of this hotel in the marketing work.Secondly,this paper segmented the target market of Fuzhou BESTWESTER PREMIER Fortune Hotel by the target market theory.Finally,this paper discussed how to carry out the market positioning of this hotel,and studied the precise marketing combination strategy of this hotel in the new situation,and put forward some corresponding measures.It is hoped that the research of this paper could provide a reference for the improvement of economic efficiency of Fuzhou BESTWESTER PREMIER Fortune Hotel and provide some help for the steady development of other hotels,in order to promote the stable development of hotel industry. |
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