Research On Marketing Strategy Of Five-star S Hotel

With the arrival of the service economy and the era of mass tourism,as well as driven by the scale real estate economies,the number of China's star hotels is growing in an incredible speed.However,due to irrational investment by enterprises and government guidance in the last ten years,the amount of star hotels increased excessively,which leads the lost balance of market supply and demanding.Along with the external factor's influence,the profits of star hotels continued to decline,which seriously affected the positive development of the industry.By overviewing the development,situation of hospitality industry,this writer analyzes the challenges and opportunities faced by hotels,and submits a set of constructive suggestions which may improve immeasurably for the core competence of hotels and leads to its benign development.This article mainly carries on the research through three parts.To start with,reviewing the literature and related theories about enterprise marketing strategy and hotel management in China and overseas,which provides the basic theoretical support.The second part focus on introducing the development process,the current situation,the characteristics and the existing defects of the hotel service industry.Based on PEST model,the paper analyzes overall macro-environment,and as the sample of five star hotel in Wuhan,S hotel is selected to be studied comprehensively by Porter's Five Force model,SWOT matrix analysis model is also utilized to review the hotel in different angles.Finally by summarizing,the writer outlines a set of proposals on market strategy for hospitality industry.As an international brand five star hotel,S hotel exhibits a widely representative sample for the five star hotels in Wuhan and other second-tier capital cities.From the analysis,the writer tries to sort out the internal logic for hotels in China and provide new concept of marketing strategy for S hotel and other similar hotels,assist them to shift from the current dilemma,improving its core capacity in marketing,lowing the high risk.The writer also expect the thesis could afford reference for investors and hotel management team,boost more ideological interaction among hospitality industry.