金融英语2.doc

Financial planning1. Introduction: Company Name: purple clouds Hotel Corporation Company: Purple House headquarters in Chinas investment in China Pearl - Shenzhen. The hotel set KTV, bar club, spa and leisure, Chinese food, chess recreation, entertainment city sauna, tea, room for one of the major leisure and entertainment. Companys chain of operations in Guangxi, Don guan, Fujian, Hong Kong, and other regions, located in major cities in the downtown area, convenient transportation, beautiful environment, commitment to global customers overseas clients, providing first-class entertainment platform, is a large high-level business meeting holiday entertainment company. Business Type: Corporation Legal Representative: Wang Munching Registered capitals: 90 million RMB Philosophy: quality of survival, innovation and development, management effectiveness, honesty is golden Purpose: service public, to improve the quality of human life, honesty as principle Business scope: KTV, bar club, spa and leisure, Chinese food, chess recreation, entertainment city sauna, tea, room Business advantage: plans to build hotel is located in Haikou City the heart of the sea show in the crowd flock Road pedestrian street, near South Trade Bar Street, the famous hotel north of Haikou, a Street.2. The project introduced marketing planning book catalog(1) Hotel Overview and Tasks(2) Market analysis(3) The competitive analysis(4) Hotel strengths, weaknesses and opportunities and threats analysis (5) Marketing goals (6) Hotel Marketing Strategies (7) New budget hotel investors and dividends(8) The implementation and control of marketing programs3. In detail introduced marketing panning(1)With the task of purple clouds Hotel Overview Hotel 918 West show in the sea, between the city center between the South Zone, convenient transportation for business and city tours. Elevated entrance on the south of Jiangsu Road, next to the hotel, the hotel brings convenient traffic conditions.10 storey hotel. The total number of 96 sets of rooms, including 88 standard rooms, suites, 8 sets; a multi-functional conference hall that can accommodate 80 seats; zero restaurant 1; cafe 1.Three-star hotel standard hardware configuration. Hotel interior layout designed by the famous American architect Quoi. Room decoration is very characteristic: the roof boldly decorated with blue circle edge, between the white and dark blue patterned carpet echoes, giving the feeling of tranquility; all the furniture was brown, the bed hung a watercolor with Chinese characteristics. All rooms are equipped with: a refrigerator, two telephones, TV station information, e-mail jack. The main hotel offers guests services:24-hours room service. Wake up calls. Washing, ironing clothes. Business Center hours: 6:00 to 24:00 flight booking, on behalf of a taxi. Zero Restaurant Hours: 7:00 to 22:00 Cafe Hours: 7:00 to 24: 00(2) Market Analysis. Chinese hotel market. Oversupply: hotel projects under construction in recent years continued to increase; real estate market downturn, some office buildings, apartments have turned to the hotel business; social hotel upgrades; all of these, so that the increase in the number of restaurants far exceeds the growth rate of tourists. Domestic and external demand is clearly insufficient: by the Asian financial turmoil, these regions to reduce the number of trips, and even some governments to take measures to limit the national outbound tourism; since the second half of 1997, the Russian tourist market grew rapidly, but the Russian market impact The area is mainly north and northeast parts of the border has also increased the number of tour-driven, often linked with the shopping; Europe increased the number of visitors travel to China, but the growth rate is hard to be optimistic. Domestic tourism by the macroeconomic situation, the development of fatigue-funded enterprises, the consumer turned to housing and other factors, affect demand for hotels. Hainan hotel market looking for some domestic small and medium enterprises have begun to host a relatively economical hotel promotion, corporate meetings. They need facilities, sanitation and clean and cheap hotels. In the restaurant market, last years successful social restaurants embody such features: facilities and equipment have reached the level of star hotel, the atmosphere creates attention to the environment, consumers, whether their own meals or entertain guests, these places make them feel decent, but the price is very attractive. These are the main domestic customer demand characteristics. (3) The competitive analysis. Competitors to determine the method has many competitors, here mainly the same within a certain range of the star, the hotel offers products similar to the basis for determining the competitors. Mountain Road from the west, east, Zhongshan West Road, Zhongshan North Road, south of Hengshan Road, north of the region posed by the second, three-star hotel. In this area, Jingan Temple is the concentration of hotels, but whether regional atmosphere or restaurant grade, mostly in the renovation of China after the above. The identities of our customers were visited about ten hotels in this region. Consider the source markets to the hotel, facilities and equipment and other factors, we chose a, b, c, d four hotels up to China as guest of the competitors. Hotel competition in January 1998 to October average room occupancy rate and price unit: RMB. Competitive hotel facilities and equipment . Competition in major source markets restaurant hotel Hotel. a: Bin within the main business, conference, tourism guests. Hotel .b: within the bin-based, business, conference, travel guests.Hotel .c: Chinese and foreign academics, conference guests, business guests. Hotel. d: Inside the bin-based, business and conference guests.(4) Hotel strengths, weaknesses and opportunities, threats analysis advantages, the state is set to the international tourist island of Hainan Island, Hainan increased visibility in the international arena, known as Chinas Hawaii, with unparalleled scenery and tropical marine view, makes the construction of high-speed rail transportation more convenient. Domestic market is a potential market. By government policy incentives to stimulate domestic demand in 2012 domestic demand will have a greater population growth in tourism to Hainan will increase the number of tourist shopping. Them a significant number of people will stay two, three-star hotel. By the Asian economic crisis in 1996, the citys three-star hotel average room occupancy rate of 50%, the average price is $ 350. 2013 Asia-Pacific Economic Cooperation meeting will be held in the city, when it may attract some foreign tourists, but these three-star hotel guests the chance is very small. 2012, entry number of guests and this year was flat.(5) Through network marketing, personalized marketing, innovative marketing, alliances and other strategies to increase consumer awareness and market share of hotel. follow the basic principles of a corporate marketing, 1, the principles of honesty and trustworthiness, 2, taking into account the principle of Righteousness, 3, the principle of mutual benefit, 4, the rational principles of harmony. Marketing objectives in the year 2014 70 percent occupancy rate throughout the year, With food, entertainment and other services, the hotels turnover to reach 8 million RMB, the year 2015 80% of annual occupancy rate, The hotels turnover reached 12 million RMB, Plan to return the funds within 5 years, Officially the sixth year profit, The enterprise or the brand, the product preparation enter segmentation market. The different segmentation market in the customer by chance, to the marketing behaviors response, the profit potential, as well as the enterprise can or is willing to meet its need the degree aspect to have the characteristic respectively, The priority target market referred to had already met the full purchase requirement and the desire customer, was the enterprise marketing activity “the main battlefield(6) Is the first hotel marketing strategy of marketing differentiation, is to leave no stone unturned different experience to the customer; followed by low-cost marketing strategy, is to leave no stone unturned in providing the same or similar response services cost less than the cost of its competitors; the last one is a local access strategy is integrated in the knowledge that strength lost when the current from entering the market segment of small to observe the movements of competitors. For example, First, the effect of preferred strategy、Second, the price applicable to public policy、Third, the brand promotion strategy、Fourth, the stimulus strategy、 Fifth, media combined strategy、Sixth, network organization strategy、Seventh, dynamic marketing strategy. Looking from the time span, divides into the long-term strategic plan and the annual plan.(7) Hotel New Hotel New Budget and dividends are expected to invest 30 million RMB, when the hotel built and began ope