Examples of the effectiveness of market positioning

At the end of 2002, Zhuda Hotel used modern marketing theory to conduct in-depth research on the market and customer sources, guided its operation and management with the concept of big marketing, and accurately positioned itself after conducting a comprehensive analysis and study of the hotel customer source market. It was proposed to spend three years starting from 2003 to build the Pearl Hotel into a "business home, tourist store" with distinctive personalized characteristics. Now after one year of preliminary practice in 2003, remarkable results have been achieved.

Market conditions of Pearl Hotel

1. Tourism resources where the hotel is located

1. Yongkang has a long history, beautiful mountains and rivers, outstanding people, natural and cultural landscapes, etc. Tourism resources are rich and unique. 2. Yongkang is known as the “Hardware Capital” at home and abroad. (Yongkang’s rich and unique tourism resources attract domestic and foreign tourists. In 2002, Yongkang received nearly one million domestic and foreign tourists, with tourism revenue reaching 120 million yuan.)

2. The geographical location of the hotel and traffic conditions

Yongkang is located in the middle of Zhejiang Province, 340 kilometers away from Shanghai, 160 kilometers away from Hangzhou, and 70 kilometers away from Yiwu Airport. The Jinli-Wenzhou railway and expressway both pass through Yongkang.

3. The source of tourists in the hotel location

There are seven main situations in which guests come to Yongkang:

1) Government affairs activities, such as inspections by superiors, Inspection work, visits, studies, exchanges, etc. between brother counties and cities;

2) Business activities;

3) Various types of meetings;

4) Sightseeing and travel;

5) Academic, calligraphy, painting, literature and art and other cultural exchanges;

6) Visiting relatives and friends;

7) Religious activities, etc.

4. The ability of Yongkang tourist hotels to receive tourists

At the end of 2002, Yongkang *** had ten tourist hotels with about 2,600 beds, including one four-star hotel, one three-star hotel, and two-star six-star hotel. Home.

5. Customer source situation of Mingzhu Hotel in 2001 and 2002 (see Table 1)

Market positioning of Mingzhu Hotel

From the perspective of Mingzhu Hotel From the analysis of market conditions, it can be seen that:

1. Yongkang's unique "World Hardware Capital" brand attracts domestic and foreign business guests, bringing a rich source of customers to Yongkang's tourist hotel industry.

2. The natural scenery, cultural landscape and temple gods of Fangyan, a national scenic spot, have attracted a large number of domestic and foreign tourists to Yongkang, enriching the source of tourists for Yongkang’s tourist hotel industry, especially the Hangjin-Quzhou and Jinli-Wenzhou expressways. The opening of the highway has enriched the weekend tourism market.

3. Yongkang’s developed private economy and stable society have attracted visits, study tours, investment promotion, on-site meetings, and cultural exchanges from all walks of life inside and outside the province, providing Yongkang with a large number of conference customers.

4. In addition to many family-style hotels, Yongkang only has ten tourist hotels, six of which are two-star hotels with about 600 rooms and an average room price of 160 yuan; and one three-star hotel with about 120 rooms and an average room price of 160 yuan. About 270 yuan; there is only one four-star hotel, the Pearl Hotel, with 240 rooms, and the average room price is about 330 yuan. For more than two years, tourists who come to Yongkang for official business activities have generally been accommodated in three-star hotels under the Municipal Government Affairs Administration. General business guests, ordinary tourists and guests visiting relatives and friends have been accommodated in hotels. They are basically diverted to two-star hotels, while mid-to-high-end guests who come to Yongkang for business, conferences, and sightseeing are mostly received by the four-star Pearl Hotel.

5. Pearl Hotel is the only four-star hotel in Yongkang currently, with 240 guest rooms, including 54 business rooms, three Chinese and Western restaurants with nearly a thousand seats, and 12 conference rooms and multi-functional halls. It can accommodate nearly a thousand people for meetings and has corresponding shopping malls and health and entertainment projects. The hotel officially opened in September 2000, and was rated as a "Four-Star Hotel" in April 2002. At the end of 2002, it was rated as "Zhejiang Province Green Hotel", "Jinhua City's Best Star-Rated Hotel", and "Zhejiang Province Outstanding Star Hotel". "Grade Hotel", "Consumer Trustworthy Unit" in Jinhua City and Zhejiang Province. In terms of software and hardware, it has the ability and level to receive various types of mid- to high-end guests that other hotels do not have.

6. The data in Table 1 reflects that the guests received by the Pearl Hotel are mainly business guests or conference guests related to business and official affairs, as well as travel groups, and more than 70% of business guests’ reservations are made by local companies. Booking for them on behalf of them fully shows that Yongkang's products and enterprises have attracted domestic and foreign merchants, and these merchants came to Yongkang for a very clear purpose, so they agreed to entrust the target enterprise to book hotels for them before coming to Yongkang. The Pearl Hotel is the first choice of local companies, and naturally they also become the marketers and reservation agents of the "Pearl". It can be seen that relying on hardware products and production and sales enterprises to create business hotels, using Yongkang’s natural, cultural, and industrial landscapes to develop the sightseeing and tourism market, attracting tourists to Yongkang to the Mingzhu Hotel, and creating the Mingzhu Hotel into a “business home, "Tourist's Inn" is a business tourism hotel, which has a market base and has great potential.