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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 Feng Jingjing who provided information and insights for this video. This case discusses the marketing strategy employed by Crowne Plaza Hefei facing increased competition and declining corporate budgets for end-of-year annual meetings. The hotel developed a unique "Masquerade Party" themed event, which included customized elements like formal attire, photo opportunities, and themed package options. By providing an immersive and interactive experience, the hotel generated substantial interest and bookings from companies looking to host their annual meetings. The success of this themed event highlights the value of understanding customer needs, creating a distinctive experience, and leveraging special occasions to drive hotel bookings and revenue during challenging economic times.
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。特別感謝鳳晶晶為本視頻提供信息和見解。本案例討論了合肥皇冠假日酒店在年終年會面臨競爭加劇和公司預算下降的情況下採用的行銷策略。酒店開發了獨特的“化裝舞會”主題活動，其中包括正裝、拍照機會和主題套餐選項等定製元素。通過提供身臨其境的互動體驗，該酒店能夠引起希望舉辦年會的公司的巨大興趣和預訂。這一主題活動的成功凸顯了了解客戶需求、創造獨特體驗以及利用特殊場合在充滿挑戰的經濟時期推動酒店預訂和收入的價值。
- Subjects:
- Event and Convention and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Weddings Hospitality industry -- Marketing Special events -- Management
- Resource Type:
- Others