经济型连锁酒店英文论文

1 Topic: the economy hotel marketing strategy research

Name : Hao Yuting Class : class two No : 200890602208 Date :2010/6/28 2

Abstract………………………………………………………………3 一：The current situation of domestic economy hotel and its development significance…………………………………………4 1) the concept of economy hotel…………………………………4 2) compare between economy hotels and traditional hotels……6 3) the basic situation of domestic economy hotel………………6 4) the development prospects of domestic economy hotel……7 二:the problems of domestic economy hotel’s market

strategy………………………………………………………………8 1) the self-quality’s problem of economy hotel’s operator……8 2) the mistakes of domestic economy hotel’s market strategy…8 三：the market strategy of domestic economy hotel………9 1) Color Marketing……………………………………………………9 2) Culture Marketing…………………………………………………12 3) Experience Marketing……………………………………………14 4) Emotion Marketing………………………………………………16 四: The Conclusion…………………………………………………19 五：Reference………………………………………………………20 3

Abstract As 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 4

一：The current situation of domestic economy hotel and its development significance (一) ：the concept of economy hotel Economy 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 5

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