Research On The Marketing Strategy Of Hotel A In Chengyang District, Qingdao

Chengyang District in Qingdao has started a new round of urban planning.Starting from a industrial layout to tourism and leisure planning based on its cultural resources,which shows the new historical development opportunity.The rapid economic development of Chengyang has led to the massive growth of hotel industry particularly the fierce competitions amongst the 5-star hotels.As the first 5-star international hotel in Chengyang,A Hotel has been the market leader of high-end hotels since opening.However,under the pressure of competitors' continuous improvement of marketing strategies,A Hotel starting to show its deficiencies in software and hardware of hotel products,as well as the urgent need for innovative marketing thinking and strategies.This paper takes the A Hotel as an example,guided by STP and 4P marketing theory,based on the comprehensive and detailed historical marketing data analysis in regards to the external environment of A hotel as well as its current situation and area for improvement,meanwhile,to establish the marketing strategy and back-up plan towards future market competition.It is believed that based on the effort to dig further potential targeted market segmentation,A Hotel needs to initiate the following strategies:·Optimize service(software products)and carry out overall renovation of hotel(hardware product)in the aspects of intelligence and fashion oriented·Creates diversified product portfolio strategy to eliminate the price sensitivity for the established customer group·Maintain the price stability on the basis of market segmentation and promote price dynamics on each market segmentation in different period by applying revenue management.·Combined with the cost benefit of each marketing channel,to maximize customer flow as well as improve profit on hotel direct marketing channel through active cooperation and healthy competition with each marketing channel.In terms of promotion strategy,A Hotel needs to emphasize on the following activities:·Combines the advantage of the hotel chain group and local media resource·Plays an active role to join social charity activity,to establish positive brand and social image for the foundation of promoting hotel product.