上海锦江国际酒店集团的市场定位问题浅析

上海交通大学硕士学位论文上海锦江国际酒店集团的市场定位问题浅析姓名：陈鏖申请学位级别：硕士专业：工商管理指导教师：余明阳20090111200720061521720062008,,,THERESEARCHOFMARKETINGORIENTATIONFORJINJIANGINTERNATIONALHOTELSGROUPABSTRACTAccordingtothestatisticofChinatourismyearbookin2007,therewereover1.52billionpeoplewhowereforeignorlocaltotaketourinChina.AddingthenumberofthosepeoplewhotookbusinesstripinChina,themarketsizeofhotelandresortinginsideChinaisveryhugeandattractive.JinjiangHotelGroupisagianthotelgroupwhichisnowin17thpositiononthelistofworldwidebiggest,and1stinAsiaaswell,whosebrandscovereveryendsofthemarket.SoitshouldhavebeenreasonabletosayJinjiangisadominatingplayerindomestichotelmarketbutactuallyit’snot.Thegroupencounteredtheproblemofbrandstructuremessduringitsgrowth,whichcausethecurrentsituationoflowlevelrecognitionandpopulationtotheirbrandsbypeoplebothinsideandoutsideChina.Beinginfrontofsuchabigmarket,howwillJinjiangadjustitsbrandstructuretofititsmarketingpositionandgrowmarketingstrategyaccordingtotheadjustedbrandstructure.Thatisthequestiondiscussedinthisarticle.Thisarticlewillbedividedintofourparts.Thefirstpartwillfractionizethecurrenthotelmarket.Itwillstartedfromtheintroductionofthecharacteristicsofeverylevelhotels.Thenitwilldiscussthedifferentmarketorientationmethodsaccordingtopriceandcustomersource.UsingPorter'sfiveforcesmodel,itwillleadtotheanalysisofcurrenthotelmarketingcompetition.Throughthisanalysiswecouldfindoutthecompetingpressureofeverylevelhotelsandgiveevidencetonextstepdiscussion.ThesecondpartwillfurtherdefinethetargetmarketofJinjiangaccordingtotheanalysisofmarketingcompetition.Thischapterwillstartfromthestatisticsofhotelmarketgrowthfrom2006to2008,addingtheEXPOopportunityinhotelmarkettopredictthefuturemarketsizeofhotelindustry.ThenitwillcomestothediscussionofcurrentcompetitionsituationofeverylevelhotelsthroughtheanalysisofMarketcompetitivenesstogeneratetheideathatwhichmarketJinjiangshouldtakeasitstargetoneforfirstpriority.ThethirdpartmainlytalksaboutthetwoschemesforbrandstructureIraisefromtheanalysisresultofthefirsttwoparts.Thesetwoschemeoriginfromthestructureofsinglebrandandbrandendorsement.Alsotheadvantageanddisadvantageofbothtwostructurewillbehighlightedinthischapter.Theforthpartwillfurtherthediscussioninmarketingstrategyaccordingtothetwobrandstructure.Forthefactthathotelindustryistotallybasedoncustomerneeds,IuseIMC(IntegratedMarketingCommunication)asthemarketingstrategyofbothtwoschemes.Inthischapter,theapplicationofIMCinhotelindustryanditsrelativetacticsinadvertisementwillbediscussed.Theabovefourpartsarelogicallylinked.ItusesmarketanalysistofigureoutthemarketthatJinjianghasitsownadvantage.Thenbrandstructurecomesoutaccordingitsownadvantage,followingupwithmarketingstrategyasanextension.Asanarticlewiththetopicofmarketingorientation,mypurposeistousethebrandstrategyasthefirststepofthewholegroupstrategy.Whichmeansthebrandstrategyservesthewholegroupstrategy.Inmypointofview,thefollowingfiveyearstrategyofJinjiangGroupcanbeconcludedintotwosentences.Theyare“Useouterresourcetogrowinternalmarket.”and“makeoutermarketstrongerwithinternaladvantage”Tobespecific,theymeantogrowJinjiang’sweakpointinlocalmarketwithforeignresourcebyusingJinjiang’sownadvantageinhighendmarketandthentakeadvantageofgrownlocalmarkettoreplaceforeignhighendresource.ThroughthiswayJinjiangcouldgetrealgoodworldwidefameandstepintointernationalmarket.Alsoitcanhavechancetoentertop10listofworldwidebiggest.KEYWORD:BrandStructure,MarketCompetitiveness,BrandRelations,IntegratedMarketingCommunication20089120089120081128MBA11.120036920150603.620200750053119.3519995112662007632860800HOTELS171.210101.3MBA21.3.11.3.2MBA32.1WendellR.Smith2.1.11Figure1HotelTiersBasedOnStarsMBA420089179935000880005008002501743.12.72.870020086912450001080515001500MBA53001200150280H2008631246097100IbisEconomical8Super8MotelDaysInn2.1.2MBA61Table1FractionofHotelMarket5000RMB1500RMB3001200RMB150280RMB2.22MBA72Figure2Porter’sModelof5ForcesCompetitiveness2.2.1MBA83Figure3FiveForceModelforHighEndHotelMarket2210Table2ProportionofEveryEndHotelsforWorldwideTop10HotelGroups300111.34%80.75%7.90%221.76%77.92%0.32%326%72%2%461.05%37.89%1.05%517%83%63.80%96.20%8100%935%65%10100%MBA9603310Table3FiveStarBrandofWorldwideTop10HotelGroupsinChina30051IntercontinentalCrown3JWJWMarriottMarriott)Renaissance.RitzCarlton4SofitelNovotel5Hilton8Sheraton.St.Regis)Westin(LeMeridien)9GrandRegency)Radisson10HyattRegency)GrandHyatt)ParkHyatt)Conrad(Embassysuites)(TheLuxuryCollection)WWHotelWynd-HamMBA102.2.24Figure4FiveForceModelforMiddleandLowEndHotelMarket200871HOTELS30015835071008174850MBA115153618814230MBA123.12008723200811720082010200820062006200820072008102006200805000001000000150000011516412934914193188843895373810193464562345103045923892006200720082007420062008Figure4StatisticsofHotelRoomsfrom2006to2008MBA132006200802000000400000060000008000000100000003471490.763823012.544403013.377873273.668437213.789103093.642287945.432439821.293023041.732006200720082007520062008()Figure5StatisticsofHotelRevenuefrom2006to200820062008020004000600080001000030236140