Study On The Service Marketing Strategy Of IHGC Hotel

With the rapid development of China's economy and the continuous improvement of national consumption level,tourism has entered a golden period of development.The growth of tourism economy has brought great opportunities to the hotel industry.Under the influence of deepening economic restructuring,the brand of foreign hotels has entered China,vying to occupy the domestic market.At the same time,the power of the nation is rising,and the hotel is running a full race with foreign hotels by creating brands of different brands.In order to take advantage of the market opportunities that the tourism industry has brought to the market,in the meantime,to maintain a competitive advantage in the aggressive market environment,the hotel should increase customer loyalty by implementing an effective service marketing strategy,so that have a chance to expand the market share and create more profit.This thesis studies the service marketing strategy of IHGC hotel.The main research work is to analyze the external marketing environment of IHGC hotel by collecting and sorting out industry data,including the industry analysis,competitive landscape and situational analysis,identify its main rival,and study its main rival of the service marketing strategy;Through to the hotel and the present situation of service marketing,is a more comprehensive analysis for the internal marketing;Through the way of questionnaire survey,the demand for hotel customers preference and satisfaction survey result collection,statistics and analysis,so as to find the main problems of IHGC hotel service marketing;Based on the STP theory,analyze the segmentation,targeting and positioning of the hotel,based on the theory of 7Ps service marketing theory,service product,price,channel,promotion,people,processes,tangible demonstration in seven aspects for devoloping the hotel service marketing strategy.To make it more smoothly to the implementation of the service marketing strategy,put forward from the organization,human resources,services and capital four aspects safeguards.In the fierce industry competition environment,providing advice for IHGC hotel to develop service marketing strategy can help strengthen its competitive advantage.At the same time,this thesis could provide other similar hotels with reference and reference.