英语论文网

摘要：This is a step to examine the effectiveness of the marketing campaign. Even if we already do a lot of research and put a lot of efforts in it, there is always something that can be improved in the marketing campaign. For instance, some other advertising media are more suitable than that we currently choose. And the specific discount that we offer in the sales promotion is needed to adjust. By the customer satisfaction and performance evaluation, we can know better the promotion and improve it. To do the customer satisfaction and performance evaluation, questionnaires, the occupancy rate and hotel revenue can be considered as the optional standard.

Marketing Campaign for ALOFT Hotel in Sanya

Introduction

引言

This report is promotional plan to launch a marketing campaign for a new ALOFT hotel in china, which belong to the Starwood Hotels & Resorts Worldwide.

这份报告是新雅乐轩酒店的营销活动在中国推出的促销计划,属于喜达屋酒店及全球度假村。

Starwood Hotels & Resorts Worldwide is one of the most famous high-grade hotel groups around the world. Starwood is famous for luxury. In the group, there are a few of different brands that target for different kinds of customers. For instance, St. Regies is the mark of the most upscale hotels and extremely high-class customer oriented service. Another brand, the Luxury Collection, literally, is one of the most luxury hotels in the world. (Starwood Press Club)

喜达屋酒店及全球度假村球是全世界最著名的高档酒店集团之一。喜达屋以奢华而闻名。集团中,有几个不同的品牌,不同种类的目标客户。例如,St. Regies象征着最高档的酒店和极度一流的客户服务。另一个品牌,Luxury Collection,确切地说,是世界上最豪华酒店之一。(喜达屋记者俱乐部)

Starwood is successful for its high-class standard and high-society target customers. However, nowadays, the competition of hospitality industry in china is getting more and more intense with those new entrants of international hotel chains and domestic investor. To success in such a huge market, Starwood has more than one option to offer. The new ALOFT hotel, which is promoted in this plan, is one of them.

Target Market

目标市场

The first Starwood hotel entered into Chinese market back in 1983, as one of the earliest hotel investors in China. 27 years’ operation brings Starwood rich management experience and respectful reputation among the hospitality industry in china. However, the increasing intense competition pressures all the participants in Chinese hospitality industry. All of them discover the huge development potentials and try to capitalize the precious opportunities. But the increasing participants make the competition crucial especially in those large cities like Beijing and Shanghai. Therefore, more and more investors set their sight to other potential markets in some smaller city. Sanya is one of the market spots that are highly interested by the investors.

We already have a five-star hotel in Sanya, which targets the high class customers. Now to expand the market share, we propose a new four-star hotel that targets the business traveler, family traveler and young traveler with the brand of ALOFT in Starwood.

Environmental and Competitor Analysis

环境和竞争对手分析

Economic Environment
Sanya is the southernmost city in china that belongs to Hainan Island, which is the largest island in mainland of china. The area of Sanya is around 1.290 km2. It is tropical monsoon climate in Sanya. The annual average temperature in Sanya is 25.5 Celsius and the annual average rainfall is 1263 mm2 (Sanya China–Sanya Government).
Hainan province is one of the five special economic zones in china. Besides, it is the only and largest provincial special economic zone. Sanya is the only prefecture level city in Hainan province except for the capital of Haikou.
Table 1: Major Economic Indicators in Sanya, 2005-2008
Year 2005 2006 2007 2008 2009<