Research On The Marketing Strategy Of Changsha YueGe Art Theme Hotel

Since the 1990 s,China's economic rised rapidly,the hotel industry in China presents a strong momentum of development,and developed as a leading industry in domestic service industry.However,the competition in the industry also displayed increasingly fierce.Customers more and more pursuit of hotels of high quality and personalized,and thus create a series of theme hotel thrived.Considering the analysis of current domestic political,economic,social and technology environment,we can know that the development of the domestic theme hotel is of quite broad prospects,which more and more adapted to customers' growing demand and met the demand of its industry innovation and development.How to expand market share gains become the key to the development of the hotel in this diversification and fierce competition industry environment.Therefore,discussions of theme hotel marketing strategy and research is particularly important.Take changsha Yue Ge art theme hotel as an example,draw lessons from the experience of foreign and domestic theme hotel development based on marketing theory,use the literature research,qualitative quantitative analysis method,market research method,theory and practice combination method and other methods and STP,PEST and SWOT analysis tools,consider changsha yue ge art theme hotel's local geographical and cultural characteristics,analyze the existing macro environment and industry environment,to evaluate and analyze the existing research strategy of Changsah Yue Ge art theme hotel,further to subdivide ? select and decide its target market.What's more,to study and discuss the appropriate marketing strategy,and put forward possible safeguard measures of the implementation of the strategy.This paper try to improve the Changsha Yue Ge art theme hotel faces at present through studying its marketing strategy.This paper can also do good to the author's own work,and has certain application value to the development of hotel management and other theme hotel marketing strategy improvement.