Author(s)

Lei Shan

Corresponding Author

Lei Shan

ABSTRACT

This paper mainly analyzes the development trend of middle and high-end humanistic hotels in the current era of consumption upgrading, which can provide suggestions for the expansion and brand construction of more small and medium-sized enterprises. Secondly, the research methodology adopted in this paper includes the cast study Method, comparative analysis Method, interview method, and literature analysis method. The next part of this paper is the current market status and analysis of middle and high-end cultural hotels, mainly including macro environment analysis. They are taking Atour Hotel brand as an example and Other Non-chain or small-scale Chain Circulation Hotels analysis. After that comes Consumer Preferences of the Overall Hotel Industry and Major Competitors (Other Non-Circulation Hotel Chains and the b&B Industries) and Consumer characteristics of middle and high-end humanistic hotels. Based on the above content problems existing in brand establishment and marketing strategy of Hotel brand and the causes of these problems will be illustrated. The fourth part of this paper will be some suggestions for the above problems. Finally, there will be a conclusion for the whole paper.

KEYWORDS

Chinse market, Brand, Marketing strategy, Humanistic hotels