The Core Competitiveness of Jinjiang International Inns

The Core Competitiveness of Jinjiang International Inns

In recent years, budget hotel chains in China are “expanding rapidly to meet the needs of a growing business travel market.(Carlo Wolff, 2016)”  Jinjiang International Inns (Group) Co. Ltd is the pioneer of budget hotel industry and it has been considered as the model in budget hotel industry in China. This essay will overview the core competitiveness marketing strategies of Jinjiang Inns. It will mainly analyze its products strategies, distribution strategies and promotion strategies.

First, Jinjiang Inns succeeds in its products strategies in three aspects. Firstly. Jinjiang Inns try their best to build hotel image: healthy, security and comfort. Guests need good accommodation environment, including personal safety, property safety, facilities use safety, food hygiene safety, network safety. If the hotel cannot guarantee personal safety and property safety, no one would come no matter how good the service is, or how low the average price is. Safety and health are not only the features of the Jinjiang Inns, but also reflect the social responsibility of Jinjiang Inns. In order to provide a clean ,safe, and environmental friendly atmosphere, Jinjiang Inns choose eco-friendly floor and paint. They install infrared alarm system around. All the housekeepers are trained to do the cleaning based on the hygiene standards. All rooms were designed as white walls with white beddings and light yellow furniture which can give a spotless vision. Secondly, As the first domestic budget hotel, Jinjiang Inns always focus on providing guests quality service to keep their core competitiveness. They have established such supporting systems consisting of quality management standard system, management and service operation system, operation supporting and guarantee system, sales and marketing supporting system, network management system, human resource system. With those advanced systems, Jinjiang Inns make their commitment of providing super-value, professional service and a refreshing, uncomplicated style. Thirdly, Jinjiang Inns has been building its brand image:"professionalism, pragmaticism and sincerity". When recruiting, they will dedicate to find the employees who are honest and dependable. They will also advocate the cooperate culture: sincerity and devotion to the new staff, and educate them to always care for the customers. Meanwhile, they make efforts to cultivate professionas. Jinjiang Inn has been awarded the title of “Famous brand of Shanghai,” "Shanghai brand with the most potential for growth," "No.1- Top 10 of China's economy hotel brands," "No.1-China's Most influential economy hotel brands," "Pioneer of China's economy hotel brands." Jinjiang Chef has been awarded as "Shanghai's famous food & beverage brand." Jinjiang Inn has become one of the top brands for economy chain lodging in China.