Translated Abstract
With the rapid development of Chinese economy, people’s living standard has considerably improved, then promoted the prosperity of the Tertiary industry. Particularly, the entertainment of travel has developed quickly. because of the development of tourism, the support industry such as hotel ,catering industry is also growing fast. Here is the opportunity of Hotel, more and more hotels are emerging, which result in the fierce competition in the Hotel market. So how to survive at this time which fulfill the opportunities and challenges, how to locate hotel’s right position in the market, and how to make the appropriate marketing strategy, is an important research question.Combining with my work experience, this paper mainly focuses on the marketing strategy of TW hotel. Firstly, this paper has collected relevant data and information that reflects the internal and external environment of TW hotel, then analyzing the external opportunities and threats that TW hotel is facing now. Secondly, on the basis of the current status of TW hotel, the paper analyses the marketing ability of TW hotel and proposes the problem of current marketing strategy. Thirdly, via the 4P marketing theory, we redesign the marketing strategy of TW hotel, including five aspects of consumer, product, price, place and promotion.. Last but not least, this paper puts forward the safeguard measures of marketing strategy in the implementation from the aspects of human resources construction, marketing information system and Hotel’s culture.With the aim of using marketing advanced theories to design the marketing strategy, this paper studies the marketing strategy of economical hotels like TW hotel. The results of this paper is expected to help other economical hotels similarly to the TW hotel,which is the certain value of reference for this industry.
Translated Keyword
[Hotel Marketing4P theory Brand Marketing]
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