신규호텔 마케팅전략 수립에 관한 연구 - 제주지역 K 호텔 사례를 중심으로 - = A Study on Strategy Establishment of New Hotels Marketing

다국어 초록 (Multilingual Abstract)

This research is about the general marketing strategy study based on the example of the Cheju KAL Hotel which just recently re-opened after 3 years of interior and exterior renovation and expansion. Comparisons are made for trends and outlook of resort tourists to Cheju as well as the supply and performans of competing hotels. Furthermore based on market segmentation, a plan is established for positioning strategy, pricing of policy, marketing mix and Sales profit and loss. In order words, the goal of this research is to normalize the overall hotel operation after having been closed for 3 years of interior and exterior renovation, and strengther the hotel`s competitiveness within the shortest time possible.