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This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Huang Wenjie, who provided information and insights for this video. This case discusses the strategic brand positioning and marketing initiatives undertaken by Shunde Huaguiyuan Hotel Co., Ltd. to promote the Cantonese cuisine and food culture of Shunde, a well-known culinary destination in China. The hotel launched a high-end Cantonese restaurant called "Finding Shunde's Food," which employed a multifaceted marketing approach, including a digital strategy with online menus and social media engagement, community involvement and tourism partnerships, enhanced customer experience and service quality, as well as offline publicity and event-based promotions. The results were positive, with the restaurant's initial solid performance and positive customer feedback. However, the case also highlights the hotel's ongoing challenges in navigating a highly competitive catering market, managing costs, and adapting to rapidly changing consumer demands and market trends.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝黃文傑為本視頻提供信息和見解。本案例討論了順德區華桂園酒店有限公司為推廣中國知名美食目的地順德的粵菜和飲食文化而採取的戰略性品牌定位和營銷舉措。酒店推出了一家名為「尋味順德」的高端粵菜餐廳，採用多方面的行銷方法，包括通過在線菜單和社交媒體參與、社區參與和旅遊合作的數位化策略，提升客戶體驗和服務品質，以及線下宣傳和活動式促銷。結果是積極的，餐廳的初期表現強勁，客戶反饋積極，儘管該案例也凸顯了酒店在駕馭競爭激烈的餐飲市場、管理成本以及適應快速變化的消費者需求和市場趨勢方面面臨的持續挑戰。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Caterers catering Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Zhang Liang, who provided information and insights for this video. This case discusses a marketing strategy for a hotel lobby coffee bar in China, where the rapid growth of the coffee consumption market presents an opportunity. The key aspects of the plan include: 1) Providing free coffee to hotel guests to enhance their satisfaction and loyalty; 2) Leveraging social media platforms and partnerships with major online ordering platforms like Ele.me and Meituan to increase event exposure and attract more customers; and 3) Using the high-frequency traffic of the online platforms to drive low-frequency hotel bookings and visits to the coffee bar. The outcomes of this approach include improved customer satisfaction and loyalty, increased brand awareness, and successful integration of online and offline marketing tactics to achieve the desired goals.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝張梁為本視頻提供信息和見解。本案例討論了中國一家酒店大堂咖啡吧的行銷策略，中國咖啡消費市場的快速增長為其帶來了機遇。該策略的關鍵方面包括：1）為酒店客人提供免費咖啡，以提高他們的滿意度和忠誠度；2）利用社交媒體平臺以及與餓了麼、美團等主要在線訂購平臺的合作，增加活動曝光率，吸引更多客戶；3）利用在線平臺的高頻流量，推動低頻酒店預訂和咖啡吧訪問。這種方法的結果包括提高客戶滿意度和忠誠度，提高品牌知名度，以及成功整合線上和線下行銷策略以實現預期目標。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Beverages -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Park Hyatt Hangzhou organized a special birthday dinner for Sun Yang, a former Olympic gold medalist, to celebrate his 30th birthday. The hotel team showed creativity by using their central kitchen as the venue for the party. The entrance was decorated as a swimming pool track, symbolizing Sun Yang's growth. The kitchen was transformed into a living room with a family-style dining setup to create a warm ambiance. The dinner was prepared by the hotel's chefs at the table, creating a fashionable and fun concept called "chef's table." The birthday cake was personalized with photos from Sun Yang's life. The event increased awareness and trust in the hotel.
- Subjects:
- Hotel, Travel and Tourism, Marketing, and Food and Beverage
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing
- Resource Type:
- Others
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Others
Jinan Inzone Royal Plaza Hotels launched the Shandong Cuisine Health Banquet to cater to the health-conscious dining trends of middle and high-end business travelers. The banquet combines the health benefits of Shandong Cuisine with the philosophy of Confucianism. Promoted through industry experts and media, the banquet has gained attention and increased the hotel's visibility. However, the hotel faces challenges in maintaining its popularity amidst changing dining trends and may need to continuously introduce new dishes to adapt to market changes and customer needs.
- Subjects:
- Marketing, Hotel, Travel and Tourism, and Food and Beverage
- Keywords:
- Hotels -- Marketing Restaurants -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others