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The Marketing Strategy Analysis of AC Hotel

Author: LuoLin
Tutor: YeNaiYi
School: Southwest Jiaotong University
Course: Business Administration
Keywords: hotel state-owned enterprise Marketing strategy
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 180
Quote: 1
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Abstract


AC Hotel, which is attached to the Worker Union of Chengdu Railway Bureau, is a business hotel for small meetings according to the three-star standard decoration. It has been being operated for8years so far. With the improvement of China’s national economy and people’s living standards, people’s leisure lifestyle is changing gradually. The domestic tourism maintains sound momentum as always, especially in the famous historical city Chengdu which is located in the center of the development of west regions and attracts more and more people to come. With the development of the high-speed rail, the connections between cities become closer. Chengdu is also known as "Famous Convention Exhibition City in China ","China’s Top Ten Exhibition City" and "China’s Top Ten Charming Conference Tourism Destination City", which has brought many opportunities to the hotel market. In today’s increasingly competitive hotel market, facing this marketing environment, AC Hotel’s future development is affected by its own limitations and the traditional state-own enterprise marketing concept on some level. Hotel marketing plays a leading role in the hotel operating management. It has become AC Hotel’s current significant topic to research how to overcome the state-owned enterprise’weakness in marketing management, how to meet the diverse needs of consumers using modern marketing concept, how to improve consumers’degree of satisfaction and operation performance and how to gain a foothold in the market of fierce competition.This Paper analyses AC Hotel as an example. First a brief introduction was given for AC Hotel’s basic information and the existing problems for its current marketing. Then PEST, SWOT and Porter’s Five Forces Model are used to analyze inside and outside environment of market, superiority, weakness, opportunity and threats AC Hotel is facing. Based on effective analysis and using STP strategy, AC Hotel’s market is segmented, target market is chosen and market positioning strategy is put forward. Meanwhile, in order to change the current marketing mode, associated with the actual work of AC Hotel, especially associated with stadium facilities, five marketing strategies are put forward such as sports culture theme marketing, multiple online marketing, green marketing, catering marketing and meeting marketing. The purpose is to solve and help solve the problems they meet in practical. In order to ensure the marketing strategies effective, we also suggest guaranteeing the staff, organization and marketing concepts.This paper takes the market demand as orientation, combines theory and practice, and applies researches related to market management to AC Hotel’s management, further widens marketing ideas and methods, gives full play of the advantages, overcomes weakness, improves hotel’s market management and competitiveness to ensure a sustainable development.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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