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《Journal of Fujian Commercial College》 2016-06
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Marketing Strategy Improvement of Star Hotels in New Market Environment: Taking Best Western Premier Fortune Hotel Fuzhou as an Example

HUANG Su-fang;School of Economics and Management,Hubei University of Technology;  
With the implementation of conservation policy and the standardization of public consumption behavior,the business of Fuzhou star hotel is affected to some extent. In a new market environment,Fuzhou star hotel has taken marketing strategy such as changing target location,developing promotional product and other measures to reduce operating cost. This paper analyzes operational difficulties and advantages of Fuzhou Fortune Hotel,and then suggests that Fuzhou star hotel should enrich product type,adjust management structure,improve fine management and establish brand effect.
【Key Words】: new market environment star hotel marketing strategy
【CateGory Index】: F274;F719.2
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