经济型连锁酒店英文论文.doc

Topic: the economy hotel marketing strategy research Name : Hao Yuting Class : class two No : 200890602208Date :2010/6/28Abstract3一：The current situation of domestic economy hotel and its development significance4 1) the concept of economy hotel42) compare between economy hotels and traditional hotels63) the basic situation of domestic economy hotel64) the development prospects of domestic economy hotel7二:the problems of domestic economy hotels market strategy81) the self-qualitys problem of economy hotels operator82) the mistakes of domestic economy hotels market strategy8三：the market strategy of domestic economy hotel91) Color Marketing92) Culture Marketing123) Experience Marketing144) Emotion Marketing16四: The Conclusion19五：Reference20AbstractAs a new hotel industry in our country, economy hotel has been enjoying rapid development in recent years. The economy hotel market is full of various brands and is in increasing competition. The domestic economy hotel has entered into a brand new transition. To be outstanding or to be obsolete, it depends on the study and employment of marketing strategy. The development experiences of both domestic and oversea economy hotels and the marketing strategy which suits to our national situation have become the breakthrough point of the further development of domestic economy hotel. The economy hotel marketing strategies include, color marketing, culture marketing, experience marketing and emotion marketing. This paper is to study the employment of the above marketing strategies, so as to achieve the maximum utility, that is, to improve the economy hotel enterprise value and meet the development trend in the hotel industry.Key Words: Economy Hotel; Color Marketing; Culture Marketing; Experience Marketing; Emotion Marketing一：The current situation of domestic economy hotel and its development significance (一) ：the concept of economy hotelEconomy Hotels, also known as limited service hotels, the biggest feature is the price cheap, the service mode for the b & b (accommodation + breakfast). First appeared in the 50s of last century of the United States, now in the United States and Europe is relatively mature hotel form. Economy Hotel has great market potential, low investment, high return, short cycle etc. outstanding advantages, Motel (motel), Home Inns, Star of JinJiang , As the three main hotels force, its expansion at an alarming rate. Meanwhile, the U.S. Super 8, the French Accor Group, Ibis, enter into the China one after another. From the coast to the mainland, gradually expanding market share, and now has a strong network platform to support the chain hotels have become more maturity , such as chain of seven days, urban convenience chain, Han Ting chain, etc. But behind the aura of its booming, there are still many pessimistic factors. The restructuring of state-owned hotels, standardized policies and regulations to guide, the upgrade of service software and management . . many of the problems can not be ignored. There is no doubt that hotels, will from childishness to maturity, will occupy the Chinese hotel market position of special importance In recent years, some domestic experts and scholars pay more attention to this concept, the following are some summaries summarized by foreign experts and scholars on the concept . Quest believes that hotels are a new type of hotel, small scale, limited facilities, affordable; Lee pointed out that it is the fastest growing hotel type in the hotel industry, to provide clean and simple rooms; Bale pointed out that the United States economy hotels only operate rooms hotel ,about 150 or so, prices in general lower than the middle-Hotel 25% -50%; Gilbert and Arnold is defined as a limited service hotel, offers accommodation in the Standardization: Quality with three, four-star hotel equivalent, but cheaper 25-30%; in the early 90s, Snior and Morphew that the hotels is a budget for short-distance travel and a lower type of accommodation for travelers; Justus considered the United States Microtel hotel rules as an economic budget accommodation industry, the provision of basic facilities, to maintain low prices, no food beverage service, no banquet facilities, gymnasium and other recreational facilities; Davidson pointed out that the cheap lodging industry has all the advantages of chain hotels through specific design and management to have a very competitive price to meet the low construction costs and low operating costs.(二) :compare between economy hotels and traditional hotelsAs stated in the concept of economy hotel, compared with the traditional distinction between the hotel is mainly embodied in three aspects. The first is reflected in the scale, the size of the economy hotels are generally smaller than traditional hotel,the rooms range from 100 to 200. The traditional hotel is only a lower limit without uplimit. Such as Xiamen Swan Hotel is four star hotel, the company offers 358 rooms. And in terms of its functional scale, the hotels main function is to provide accommodation and traditional hotel is fully functional, co-catering accommodation and recreation. Second, by definition, the price of economy hotels at lower prices compared to traditional hotels, reflecting the economy. Finally, difference between economy hotels and traditional hotel is the different target customers, the traditional hotels customers are mainly business customers who have strong ability to pay off and government officials, while economy hotels are limited by the economic terms of payment small and medium enterprises business people, leisure and self-help tourists.(三) :the basic situation of domestic economy hotelChina economy hotels initial development began in 1996, Shanghai JinJiang Group of star of Jinjiang, Chinas first economic-type hotel brands. Into the 21st century, a variety of economy brands, such as mushroom sprouting. From the current situation of market development, hotels fierce competition for mid-market hotel industry in China . Chinas economy hotel industry growing rapidly, there have been some rather extensive influence national brand. Of national influence has Jinjiang Group, created in 1996, Jinjiang, the capital of international hotel groups and tourism travel services company Ctrip joint venture established in 2002, such as the Home Inns. In addition, there are some regional brands of hotels, such as the Shanghai area Motel 168, Baolong home, 7 days in southern China, in Beijings Xin Yandu and so on. (四) : the development prospects of domestic economy hotelCurrently, the budget hotel supply is highly sought after domestic capital, domestic and foreign hotel investors and hotel management company, have a common understanding of the recent development of high-end hotels in China is not the best choice for investment in hotels, the development of economy hotel is a new opportunities. Marriott also specifically requested the consulting firm made the hotel industry development report of Chinas future, one of the conclusions is that hotels are a new hot spot, new opportunities, more development prospects than the high-end hotel. Economy Hotel in Chinas economy one of the pioneers Jinjiang published data showed that in 2004 51 Golden Week, the company statistics 26 Jinjiang hotels occupancy rate of 93%, of which 11 to 100% occupancy rate.二：the problems of domestic economy hotels market strategy(一) : the self-qualitys problem of economy hotels operatorLike other service industries, the operators play a crucial role in hotels business, it transfers the product features and value and brand to existing customers and potential customers. But in the domestic market, a considerable number of economy hotels located in the mainland are adaped from those hotels which badly operations or star hotels, hose business operators do not have the hotels business expertise. Some facilities are crude, dirty environments hotel take this opportunity to call itself economy hotels. This led some consumers to have anxiety about hotels and misunderstanding it with dirty, chaotic, and poor together. This situations, to some extent, affected the potential customers on product knowledge and increase demand.(二) :the mistakes of domestic economy hotels market strategyThe domestic economy hotels common problem is a single marketing strategy or too old, thus impeding the hotels industrys further development. Such as, the current most active marketing strategy is to price strategy, price as a marketing focus. But in the long run, this strategy is danger. Because history tells us that vicious prices war lead enterprises to weak. In the application of mature foreign hotels relatively mature color marketing, cultural marketing, experience marketing, emotional marketing in general no major achievements or did not achieve a high degree of industry consensus.三：the market strategy of domestic economy hotel (一) : color marketingColor, which is an effective visual elements, attracting the market competition has become the core selling points in the 21st century. Experiment shows that people abtain 80% information from the vision, when people see objects, the first 20 seconds color feeling account for 80%,but figure feeling just account for 20%.Two minutes later color 60%,figure 40%, Five minutes later each half, and this state will continue to remain. Thus, color gives the impression is so quickly, profound and lasting. Likewise, foreign related research also suggests that the product can instantly into customers view and leave the impression that only needs 0.67 seconds, and the impression of 0.67 seconds can affect consumers making buy decisions or not account for 60%, and it is the color of 60%. So , pay attention to color , product what customers color preferences, will be easier to buy it.In the economy hotels marketing, color should be mainly applied to the following aspects:1, Applied to hotels VI design (visual identity system design) VI is a part of the visual identification of enterprise image identity system, is the most external, the most impressive performance, but color is the most distinctive part of VI, is the most unique visual identification features. If a hotel in enterprise name, logo, product content, production equipment, office supplies, staff uniforms, advertising media, etc, which are using standard color, it will benefit to brand publicity, stimulating consumption, cultivating loyal customers. For example, when people see subject has the major yellow with a little purple buildings, they will think of “home inns and its “home ” culture. But see yellow as the main body with a little orange and has a big blue number 7 buildings. People will think of “ 7 days of quick hotel”, and its the concept of daily sleep well.Economy hotel choose color in design VI should pay attention to the following: firstly, to match the color preferences to target groups, to meet customer demand for the products personality. Secondly, color be choosed can reflect the hotel culture. Thirdly, to have differences. On one hand, our products will easily distinguish with other hotel products. On the other hand, the hotel chain groups several brands, its standard color chooses should in the same color each other but have a little difference.2. Applied to hotel product designMost of the current economy hotel products pursue simple, fresh , comfortable and convenient, its product color style is also pursue elegant, warmth to customer at home. So, in the color of the product choice easily convergence. In order to emerge in many products, it needs reexpressing the idea of product. Like in the room design, you can be designed as the standard color hotel room key, choose target group of hotel standard, and the color of color hue nearly as the main body color, in the guest room decorate, adornment, arrangement and so on each link to reflect different between rooms with different floor, can be in between the main body color difference, thus bring customer freshness.In the standard color on the base of the hotel product design, still need to pay attention to the following two aspects: first, pay attention to colorific light and coordination. Color will cause certain emotional reflection changes, in temperature, luxuriant feeling, as with simple, etc, these feelings are quite related to the lights. So, when design, the hotel lobby, restaurants, corridor, and other public areas, should good at using light source, the hotel under the premise of standard color for customer with bright and spacious visual effect, Second, keep the same brand product same color, if the consistency of the color of the hotel chain in different cities products for different image with color, it is difficult to win customer loyalty to the brand.(二) Culture Marketing Culture marketing economy hotel has difference is an important means of competitive advantage. Admittedly, the hotel product conformity, machine-made phenomenon is severe. The homogeneity of the hotel, makes the hotel market segmentation narrow and malignant competition. In order to keep guest, hotel products must have change, creative, and it is also a hotel features distinguished from others, also is the difference. However, , even if it is difficult to find differences in the fierce market competition .If the Hotel want to show distinctive differences, the most effective breakthrough is the culture. Cultural marketing can give a hotel with long differentiation, because the culture connotation is rich personalized characteristic, is difficult to imitate and the hotel on product, can imitate others in the marketing strategy, but difficult to imitate others in cultural. In the economy hotel marketing, the use of cultural marketing should be mainly embodied in the following aspects: 1: Analysis of consumer demand and Establish hotels core valuesCultural marketing is consciously building core value concept of marketing activities. As a kind of civilization consciousness and civilization required creatures, people always satisfy their needs and meanwhile obtain the psychological pleasant. Economy hotels in areas where should combine the cultural background, and explores the cultural psychology of consumer demand, choose the core values consumer accepted, let consumers in the hotel entity of products at the same time, still can obtain spiritual satisfaction, prompt consumers of cultural consumption, promote the development of hotel. 2. Emphasize on the hotel product culture connotation and Build hotel culture atmosphereGuests consume in the hotel by their tastes, temperaments. Has the cultural connotation of the hotel product more than general product has broad market. A hotel with creative, cultural intension has a large attractive to guests, especially guests came from other places. Economy hotels in the cultural atmosphere, give full play to their advantages of cultural resources, to improve customer satisfaction will play twice the result with half the effort. To attract customers, the economy hotel in building modeling, interior decoration, staff uniforms, artistic decorations ect. material products innovation, outstanding cultural characteristics, reflect culture atmosphere.(三) Experience marketing Nowadays, with the development of market economy, a kind of marketing method imported from abroad called the experience marketing has been successfully introduced into domestic and successfully apply it to practice. From the beginning of this year, sales in commercial cars, household decoration, household appliances, health goods marketing, hotels etc. service industries, blow a strong “ experience wind”, By experience marketing, businessman makes a great profits and also let consumers more choices, tend to be more humanized service. Now, it is a fashion that first experience second consumption, simple service economy will also turn into the experience economy. The marketing concept was put forward by founder of strategic horizon LLP company in the 1998. They are the definition of the experience marketing: from consumers senses, emotion, thought, action, relation these five aspects to redefine the marketing concept”. Domestic scholars generally agree that so-called experience marketing, is in the whole process of marketing, make full use of the information ability, through the perceptual senses of more influence consumers behavior in the feel of the consumers, thereby affecting process of decision-making process and result. In a word to summarize, is to invite your consumers to experience your service. Experiential marketing in bringing good benefit to the enterprise is also a greater challenge，not all the enterprises have the ability to carry on experience marketing. Economy hotels as a service industry has enough capital to provide experience marketing. Idle resources is the best capital to provide experience marketing, because it can balance the costs to the marketing process, and can activate those normally little-noticed service or project facilities. Experience marketing focus on local residents, with a strong marketing network for the telephone, quick and precision, and meanwhile according to the conditions of hotels hardware and software facilities, pack free rooms, restaurants discount, rooms upgrades, surprise birthday party, vouchers for freely using something and free use of recreation facilities various services, design VIP card to attract customers and meanwhile to mobilize the idle resources hotel project. One-on-one service, VIP green channel etc, let