Examples are given to illustrate the effectiveness of market positioning.

At the end of 2002, Pearl Hotel used modern marketing theory to deeply study the market and tourists, guided its management with the concept of big marketing, and accurately positioned the hotel tourist market through all-round analysis and research. The meeting proposed that from 2003, it will take three years to build Pearl Hotel into a "business home and tourism home" with distinctive personalized characteristics. After a year of preliminary practice in 2003, remarkable results have been achieved.

Market situation 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 and other tourism resources are rich and unique. Yongkang is the location of the world-famous "Hardware Capital". Yongkang's rich and unique tourism resources attract domestic and foreign tourists. In 2002, Yongkang received nearly one million tourists from home and abroad, and the tourism income reached 654.38+0.2 billion yuan. )

2. The geographical location and traffic conditions of the hotel.

Yongkang is located in the middle of Zhejiang Province, 340 kilometers away from Shanghai, 60 kilometers away from Hangzhou/KLOC-0 and 70 kilometers away from Yiwu Airport. Jinliwen Railway and Expressway both pass through Yongkang.

3. The tourist situation of the hotel.

There are seven main types of tourists coming to Yongkang:

1) government activities, such as visits and inspections by superiors, visits, studies and exchanges between brother counties and cities;

2) business activities;

3) Various meetings;

4) sightseeing;

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

6) Visit relatives and friends;

7) religious activities, etc.

4. The ability of Yongkang Tourist Hotel to receive tourists.

By the end of 2002, there were ten tourist hotels in Yongkang with about 2,600 beds, including one four-star, one three-star and six two-star hotels.

5.0 1 and the tourism situation of Pearl Hotel in 2002 (see table 1).

Market Positioning of Mingzhu Hotel

From the analysis of the market situation of Pearl Hotel, we can see that:

1, Yongkang's unique brand of "Hardware Capital of the World" has attracted business guests at home and abroad, bringing rich tourists to Yongkang's tourism and hotel industry.

2. The natural scenery, cultural landscape and temple fair gods of Fangyan, a national scenic spot, have attracted a large number of domestic and overseas tourists to Yongkang, enriching the tourist sources of Yongkang tourism hotel industry, especially the opening of Hangjinqu and Jinliwen Expressway, which has enriched the weekend tourism market.

3. Yongkang's developed private economy and social stability have attracted people from all walks of life inside and outside the province to visit and study, attract investment, hold on-site meetings, and carry out cultural exchanges, thus providing Yongkang with numerous conference customers.

4. In addition to many small family hotels, Yongkang has only ten tourist hotels and six two-star hotels, with about 600 rooms and an average room rate of 160 yuan; A Samsung, the number of rooms is about 120, and the average house price is about 270 yuan; There is only one four-star Pearl Hotel with 240 rooms, and the average price is around 330 yuan. For more than two years, tourists who come to Yongkang for business activities have been staying in three-star hotels under the Municipal Bureau of Organs Affairs. Ordinary business guests, ordinary tourists and guests visiting relatives and friends are basically diverted to two-star hotels, and middle and high-end guests who come to Yongkang for business, meetings and sightseeing are mostly received by four-star Pearl Hotel.

5. Pearl Hotel is the only four-star hotel in Yongkang at present, with 240 guest rooms, including 54 business rooms, 3 Chinese and western restaurants, nearly 1,000 seats, 12 meeting room and multi-function hall, which can accommodate nearly 1,000 people, as well as 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 "Green Hotel in Zhejiang Province", "Best Star Hotel in Jinhua City", "Excellent Star Hotel in Zhejiang Province", and "Consumer Trustworthy Unit" in Jinhua City and Zhejiang Province. In terms of software and hardware, it has the ability and level of receiving all kinds of middle and high-end guests that other hotels do not have.

6. According to the data in table 1, the guests received by Pearl Hotel are mainly business guests, conference guests related to business and official duties, and travel teams. More than 70% of business guests' reservations are made by local enterprises, which fully shows that Yongkang's products and enterprises attract domestic and foreign merchants, and the purpose of these merchants coming to Yongkang is clear, so they also agreed to entrust the target enterprises to book hotels for them before coming to Yongkang. Pearl Hotel is the first choice for local enterprises, and naturally it has become the marketing staff and booking staff of "Pearl". It can be seen that relying on hardware products and production and sales enterprises to build a business hotel, using Yongkang's natural, cultural and industrial landscape, developing the sightseeing market, attracting tourists to Yongkang Laimingzhu Hotel, and building Mingzhu Hotel into a "business home and tourist shop", that is, a business hotel, has a market foundation and is also promising.