The Research For The Differential Competitive Strategy Of Xin Tong Hotel

With the sustainable development,the product,service,store style are becoming more and more homogenized as the catering industry face an increasingly competitive marketplace.It is very important to highlight the enterprise characteristic and differentiated management.Xin Tong Hotel has some marketing problems including backward marketing idea,product substitution,service lack of features,low quality of the staff,narrow channels of marketing,single promotions.To face the competition of large catering enterprises together with medium and small catering enterprises,what's the key to be characteristic is the significant and urgent realistic problem for Xin Tong Hotel at present.The main research methods of this paper are documentation method,comprehensive method,interview and questionnaires method.The difference competitive marketing theory and other related theories,together with the investigation of hotel operators and consumers have been used to find solutions to the marketing problems.Then PEST analysis method,Potter's five forces model and SWOT analysis method have been used to analyze the market environment,industry environment and internal environment of the hotel.Differential competitive strategy of Xin Tong Hotel has been developed:product differentiation,service differentiation,image differentiation,channel differentiation,price differentiation.The hotel can survive and develop by the implementation of the strategy in the fierce market competition.The research of this paper not only can provide a strategic competitive plan for Xin Tong Hotel,but also can be used for reference to similar enterprises.