A Research On The Marketing Strategy Of GT Budget Chain Hotel Group

In recent years,the industrial structure adjustment and the priority given to the third industry in our country.The GT Budget Chain Hotel Group,which is featured by its budget chain hotels,has developed their own marketing strategies according to their own characteristics in order to face the increasingly intense market competition.This paper is to study how the GT Budget Chain Hotel Group made up the proper marketing strategies based on their own features,so that it could stand out among the budget chain hotel industry for 12 years and constantly improved all the time.At the same time,this paper also gives opinions and settlements on the problems the GT Budget Chain Hotel Group came into in the make up and implement of the marketing strategies.We hope the group can improve its marketing strategies so that other groups can learn and use them.Based on the theory of marketing strategy and the market environment the GT Budget Chain Hotel Group is in,this paper analyzes the industry development and the status of the company,the macro and industry environment of enterprises.We also analyze the internal and external environment using the SWOT analysis method.This will help the formulation and implementation of the strategic goal of enterprises.At the same time,using the STP strategy,this paper analyzes the GT Budget Chain Hotel Group in the market segmentation strategy,market targeting,market positioning decomposition strategy,focusing on the drawbacks of the GT Budget Chain Hotel Group in the market segmentation process,and puts forward some new opinions.We also analyze the GT Budget Chain Hotel Group's difference alienation of market positioning.At last,the paper analyzes and explains the strategy support and safeguard measures.Through comprehensive analysis,we believe that the GT Budget Chain Hotel Group must follow the market segmentation under consumer demand and carry out the different market positioning in marketing strategy.In the meantime,it must do the price marketing,place marketing,product marketing,promotion marketing,Internet marketing,functional marketing and relationship marketing in order to achieve the target marketing strategy.In order to better protect the strategic objectives,it is necessary to optimize the enterprise system,build the corporate culture and human resources team.Due to the low position of the GT Budget Chain Hotel Group and the reasons for keeping the business secret,I don't know enough about the systematic work.At present,Ijust put forward some simple ideas,but I will continue to learn in the future to give a deeper view.