Research On Market Positioning Of Shijiazhuang Huawen International Hotel Based On Diamond Positioning Model

In today's society,the competition in the global hotel market is becoming increasingly fierce.Because the hotel market in China is also a fully competitive market,the competition among hotels is becoming more and more fierce.With the rapid development of China's economy,the continuous and stable increase of Chinese people's income,the increasingly strong demand for tourism and leisure,resulting in the increasing demand for tourism and hotel accommodation every year,the rapid growth of the scale of all types of star hotels in the country,followed by the gradually heated competition among hotels.Consumer's consumption concept is more and more progressive and rational,and put forward higher standards and requirements for the products and services provided by the hotel,and gradually there are customized and personalized changes in consumer demand.With the 18 th National Congress of the Communist Party of China as the time node,the operating efficiency and profits of high-star luxury hotels have declined sharply,and the pressure of hotel survival has increased dramatically.In this kind of living and dying environment,China's hotel industry has begun to survive,merge and restructure,and medium and high-star hotels are forced to accelerate transformation and upgrading to adapt to the new market environment.Shijiazhuang Huawen international hotel is a four-star business hotel.Its predecessor is Shijiazhuang public institution.Its business income mainly comes from government reception and high-end business reception of some enterprises.In today's economy driven environment,the operating revenue of Huawen international hotel has also declined dramatically,and its decoration,facilities,equipment and personnel structure have seriously affected its survival.Therefore,under multiple pressures,the Huawen international hotel was allocated to the local state-owned enterprises of Shijiazhuang by the Shijiazhuang municipal government and began the enterprise operation of public institutions.Huawen international hotel needs to adapt to the change of business mode as soon as possible after allocation.It is necessary to speed up the transformation and upgrading,get rid of business difficulties,clarify the market positioning,and develop hotel products with distinct themes and significant differences.This paper takes Shijiazhuang Huawen international hotel as the research target.Firstly,it summarizes the domestic and foreign market positioning theories,then uses the diamond positioning model to position the Huawen international hotel market,and finally clarifies the market positioning strategy of the Huawen international hotel hotel through positioning(target market selection),positioning(positioning point determination),and positioning(positioning strategy implementation),On this basis,the paper puts forward suggestions on the marketing of Chinese international hotel.