Study On The Market Competition Strategy Of Nanchang JJ Holiday Hotel

In recent years,the domestic hotel industry has entered the era of rapid development and competition with the strong support of the national governments at all levels.Especially with the rise and application of new media such as Mobile Internet,the hotel industry in China is facing new development opportunities and challenges.At present,the hotel competition between the same industry is extremely intense,the hotel homogeneity competition is increasingly intensified.Nanchang JJ Holiday Hotel has a good location,comfortable living environment and perfect hotel facilities to meet the diverse needs of consumers.However,due to the rapid development of the hotel industry in Nanchang in recent years,especially in the Red Valley beach area,the competition of the hotel industry has entered a white-hot stage.There are as many as 11 star-rated hotels with "Gan River scenery" as their selling point,this led to Nanchang JJ Holiday Hotel Management in a tepid development situation.Due to the existing problems such as imperfect product design,insufficient development level,unreasonable market segmentation,inaccurate price positioning,blocked channel strategy and insufficient promotion means,seriously hindered the development of Nanchang JJ Holiday Hotel and healthy development.Based on the theoretical research results and practical exploration experience of market competition strategy at home and abroad,this paper uses pest and Porter’s five force model to analyze the macro environment and industry environment of market competition of JJ Holiday Hotel in Nanchang,and SWOT to analyze the advantages,disadvantages,opportunities and challenges of JJ Holiday Hotel in Nanchang to participate in market competition,this paper uses STP to analyze the market segmentation,market choice and market positioning of Nanchang JJ Holiday Hotel,and then puts forward the positioning and implementation strategy of Nanchang JJ Holiday Hotel.The main conclusions are as follows:(1)the key target customers of Nanchang JJ Holiday Hotel are enterprises and institutions,urban white-collar workers and business people with stable or higher income in Nanchang,as the market follower of this industry in this region,we should orientate the market according to the principle of "avoiding the strong and emphasizing the analysis",and then promote and occupy the market position of the middle and high-end Leisure Business Hotel in the local hotel industry(2)Nanchang JJ Holiday Hotel faces less competition pressurefrom the existing competitors and substitutes,but judging from the hotel industry market in which Nanchang JJ Holiday Hotel is located at present,the buyer as a consumer also has certain bargaining power.Nanchang JJ Holiday Hotel has some advantages in brand building,network building,team management and independent innovation in the high-end competition.At the same time,the weakness of the integrated marketing,the lack of international talents and the improvement of the innovation driving ability of the hotel form some obstacles to the high-end development.(4)Nanchang JJ Holiday Hotel should locate the market in the middle and high-end Leisure Business Hotel.In order to realize and consolidate this market position,Nanchang JJ Holiday Hotel should implement the differentiated market competition strategy,and then form the new business performance growth point and the core competitive power source.(5)the implementation of the Market Competition Strategy of Nanchang JJ Holiday Hotel should focus on the implementation of product strategy,price strategy,place strategy,Promotion Strategy and integrated marketing strategy,so as to greatly enhance the core competitiveness of the market,promoting sustainable and healthy development of Nanchang JJ Holiday Hotel.