Marketing Strategy Research Of JH Hotel Guangzhou

JH Hotel Guangzhou is a four-star hotel invested by a Global Fortune 500 company,BL Corporation.Due to changes of economic environment,JH Hotel has to change its business model from 'Running for Internal Customer Only'to 'Also Open to Public as a Commercial Hotel'.This thesis was written during the exploratory stage of JH Hotel's market transition,the purpose is to find out suitable marketing strategies for its transition to a public commercial hotel.This thesis focuses on marketing strategies according to the current situation of JH Hotel.It is divided into 8 chapters.In Chapter 1,it raises out the background,significance,contents and research roadmap of the study.In Chapter 2,it shows an overview of relevant management theories used in this thesis.In Chapter 3,it provides a deep analysis about hotel introduction,hotel organization structure,duties of each department and current operating conditions,comes with the problems that JH Hotel may face during its business model transition.In Chapter 4,by using tools of 'PEST' and 'Michael Porter's Five Forces Model',it describes JH hotel's market environment,surrounded competition situation,and its main competitors which JH hotel will face on.In Chapter 5,after SWOT analysis of JH Hotel's intrinsic strength and weakness,extrinsic opportunity and risk,it figures out JH Hotel's market positioning and target customer by STP positioning tool.Based on the differentiation strategy of JH hotel,it comes with a deep marketing strategy research in Chapter 6,frames JH Hotel's marketing strategy by using the marketing theory of 4Rs(Relationship,Relevance,Retrenchment,Reward).In Chapter 7,it presents the actions need to be taken for reaching JH Hotel's target of marketing strategy.In the last chapter 8,it summarizes the conclusion of this thesis.This thesis profoundly analyzes the current inner and external marketing situation which JH Hotel has to face.Starting from the needs of market competition,and by using managerial theories and tools through the study of MBA,its researches on different hotel marketing strategy do gives sample and has practical significance for these individual hotels to seek for their own marketing strategy under the strong competitive environment as same as JH Hotel.