A Study on Marketing Strategies of Hot Spring Hotel ?An Example of Chiben Area?s Hotel

[[abstract]]This study is aimed at the reference in related to the marketing definition, marketing combination 8P, and SWOT analysis to conduct an exploration, besides, consult the analyzed manner of strategic matrix and adjust it into a form of main frame for this research. In order to achieve the purpose of marketing strategy for the hotel furnished with hot spring, this study will be designed by individual case, and in terms of data collection, the semi-open and closed questionnaire will be adopted. There are 389 copies of the ?Customer satisfaction survey? being retrieved from tourists who pay a visit to the hot-spring hotel. In the aspect of interview, there are 3 hot-spring hotel owners accepted the interview, the content of which is preserved by tape-recorder. As to the data analysis, the qualitative research is employed. The primary goal of this research is to explore the great numbers of hot-spring hotels in Zhi-Ben district, where the hotel dealers are in intense competition. This study is also intended to have them realize the target market and how to draft a specific marketing strategy to operate their hot-spring hotels, simultaneously, to propose our suggestions and strategies for hotel dealer to exercise. The chief conclusion obtained from this study can be divided into three parts: the current development and predicament of the Zhi-Ben?s hot-spring dealers, the market?s analyzed results of the hot-spring hotel, and the proposal for hot-spring hotel dealers to perform their marketing strategies; it is specified as follows: The hot-spring hotel in Zhi-Ben Area has demonstrated that the supply exceeds the demand, thus, a price war was launched among dealers due to the identical products and the incapability to segment markets, much less soliciting customers with an imposed manner that has spoiled their integral image and price. Because of that, the tourists have transferred to other areas; to them, the hot spring is no more attracted them to enjoy their vocation there