從杭州高星級酒店看中國酒店業的競爭及市場策略

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從杭州高星級酒店看中國酒店業的競爭及市場策略

 

Author: 倪曉
Ni, Xiao
Title: 從杭州高星級酒店看中國酒店業的競爭及市場策略
Cong Hangzhou gao xing ji jiu dian kan Zhongguo jiu dian ye de jing zheng ji shi chang ce lue
Competition and marketing strategy in China's hotel industry : a case study of high tariff hotels in Hangzhou
Degree: M.Sc.
Year: 2002
Subject: Hong Kong Polytechnic University -- Dissertations
Hotel management -- China -- Hangzhou
Competition
Marketing
Department: School of Hotel and Tourism Management
Pages: 76 leaves : ill. ; 30 cm
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b1643137
URI: http://theses.lib.polyu.edu.hk/handle/200/3336
Abstract: Hangzhou is renowned for its historical associations, its spectacular scenery and also for its world-class airport facilities and hotels. To date, it has been one of the most popular and growing tourism cities in China. The increase in tourist influx in recent years, however, has not brought much benefit to the hotel industry in Hagzhou. The market continues to struggle with declining room rates which is the result of strong price competition and discounting. This paper analyzes the competitive position of the hotel industry in Hangzhou and presents findings from in-depth interviews with hotel executives working in four to five star hotels. It was found that the increased competition and undifferentiated services have put pressure on price and margins, forcing hotels to cut prices to survive. As China is poised to join the WTO, hotels should establish a branding strategy and focus more on loyal customers.

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