Positioning theory was created by Ai Reese and Jack Trout. "Positioning" theory believes that positioning starts with a product, which can be a commodity, a service, and a company. As we usually say, we should put our own position, determine our own position, and create the unique value of this position. The managers of Ruihao International Hotel have used their keen insight into the hotel industry market and pioneering spirit to dare to innovate, through rigorous market research and analysis and the joint planning of professionals, to accurately determine the theme and style of Ruihao International Hotel Positioning.

1. The theme positioning of Ruihao International Hotel

 With the rapid development of tourism in recent years, while people's living standards continue to improve, the requirements for service levels are also getting higher and higher. Traditional tourist hotels that provide accommodation, catering, and entertainment can no longer meet people's requirements. As a result, a theme hotel with its own characteristics and giving people a sense of culture and individuality appeared. The so-called "themed hotel" is to use a specific theme to reflect the hotel's architectural style, decorative arts and specific cultural atmosphere, while integrating service items into the theme, replacing general services with personalized services. The general types of theme hotels can include natural scenery theme hotels, city characteristic theme hotels, celebrity culture theme hotels, and art theme hotels. Compared with the traditional hotel’s cookie-cutter facilities and modular services, themed hotels start with their own themes and incorporate the service items into the themes, replacing the rigid models with personalized services, reflecting the need for customers. The trust and respect of the hotel make the hotel no longer simply provide accommodation and dining facilities, but a paradise for seeking joy and experience.

Ruihao International Hotel is the first five-star theme hotel in Northwest China featuring "European style" Roman culture. The introduction of the theme hotel concept has established a new category for Ruihao, making Ruihao a leader in the industry from another side, thus greatly improving its core competitiveness. Theme hotels have become a new direction for the development of my country's hotel industry. So, why did Ruihao choose "Roman Culture" as the theme of the hotel? This is because:

One is that the Chinese often use the proverb "All roads lead to Rome", which shows that Rome has the meaning of accessibility and prosperity. As an ancient European civilization with a glorious history, Rome is the "cradle of European civilization" and is known as the "eternal city". Taking the Roman culture as the theme, it means that Ruihao will also create an everlasting charm of the "eternal city"; second, the Romanesque architecture of Ruihao International Hotel is unique in appearance, and it is in line with the Pantheon and St. Peter's Church beside Rome's wide Empire Avenue. The exterior styles of the buildings are very similar, they are all Gothic architectural styles. The cylindrical pillars and triangular roofs of the hotel fully demonstrate the magnificence and grandeur of the overall building. At the same time, Ruihao adopts European-style double towers. The structure makes the appearance of the entire building complex scattered and varied. The ten-meter-high main hall porch is noble and elegant, the huge and graceful central hall lighting dome makes people pleasing to the eye, and the pyramid-shaped glass roof highlights the beauty of modern European architecture. Therefore, building a hotel with the theme of "European style" Roman culture not only complements each other in form and content, but the hotel does not need to invest too much, making the hotel an unforgettable experience for guests.

2. The style positioning of Ruihao International Hotel

1) Public area

Entering the hotel lobby, there is a Roman crystal lamp hanging above the central hall. As the first emperor of Rome (and the most famous emperor), Augustus (the era of Augustus is the heyday of ancient Rome), stands tall In the lobby, his eyes are piercing, his right arm is raised high, and an index finger is raised, implying that the hotel, as the first theme hotel in the northwest, must strive to be the best in the market, and also imply that Ruihao is about to welcome the coming The heyday.

The hotel lobby, guest rooms and other business areas all use Italian-style decorative paintings and reliefs to highlight the theme atmosphere. The murals are mainly copied from the works of famous Italian masters such as Leonardo da Vinci and Michelangelo during the Italian Renaissance.

In the lobby bar of the hotel, a majestic man with wings spread stands tall. This is derived from the ancient Roman city logo of Venice. The strong and powerful right palm of the flying lion grabs the huge book engraved with the English name "ROYAL INTERNATIONAL HOTEL", which symbolizes Ruihao. It is a cultural hotel. Flying Lion stares at the front with a calm and resolute gaze, supporting Ruihao's masterpiece with the attitude of the king of beasts, swearing to be with the sun and the moon (the facial features are from the front of the HSBC Bank The auspicious beast lion, this is the richest lion in the world), which means keeping wealth, gathering wealth, suppressing wealth, and attracting wealth. The lion plays a pivotal role in Western culture, architecture, philosophy and other fields, and it is still used by many Western countries for national flags, national emblems, city logos, and royal emblems.

There is a "Poseidon Horse" opposite the hotel main station. I saw a Poseidon who blew his horn, leaping out of the sea, facing the hotel main station, implying that the hotel's financial resources will be as extensive as the sea and will never be exhausted.

There are statues of celebrities in Roman history and warriors on both sides of the roof of the hotel and the front entrance of the hotel. There is a miniature view of the Trevi Fountain in Rome at the entrance of the hotel. Trevi is Rome’s most famous fountain and a monumental fountain. Especially its Trevi Fountain is full of romantic and mysterious stories. It used to be the background of many movies shot in Rome, including many romantic movies such as "Three Coins in a Fountain" and "Roman Holiday", as well as Fellini "Sweet Life" filmed. At the same time, the landscaping of the Trevi Fountain can also be combined with Ruihao's upcoming Western-style wedding ceremony, so as to give guests a romantic, mysterious and unique feeling.

2) Dining area

Ruihao International Hotel has a total of 4 restaurants, namely: Youranju Jiangnan Restaurant, Ruijingyuan Chinese Restaurant, Aladdin Restaurant and Venice Western Restaurant. Each restaurant has been carefully planned in terms of business positioning, style positioning, atmosphere building and box naming ideas.

Youranju Jiangnan Restaurant is a Chinese restaurant that specializes in Hangzhou cuisine and Shanghai cuisine in the Jiangnan area. The entire restaurant is based on the combination of small landscapes of ecological living water gardens and various dining areas. The landscape design is three-dimensional and full of changes. Paths, pavilions and curved bridges naturally connect various dining areas, which fully reflects the characteristics of Jiangnan gardens. In the dream of Jiangnan, the charm of the water town makes people feel like being in the artistic conception of Jiangnan, forgetting the hustle and bustle of the world. The private rooms of Youranju Restaurant are named after the twelve best views of the West Lake, including Quyuan Fenghe and Pinghu Qiuyue, which fully reflects the restaurant’s Jiangnan characteristics.

Ruijingyuan Chinese Restaurant is a high-end seafood Chinese restaurant featuring Chaoshan and Cantonese cuisine. It is dominated by a series of famous dishes such as high-quality abalone, raw fin, and bird's nest. It also has exquisite dim sum, special noodles, special dishes, and swimming seafood. The restaurant adopts high-end decoration materials, rich in European style and luxurious style, and has a cordial Chinese color. In the naming idea of ​​the box, the royal gardens "Yenjing Eight Views" and "Eight Palace Gardens" are used to name the boxes. Such as: Taiye Qiufeng, Xishan Qingxue, etc., and Qionglin Garden, Guangyuan Garden, Tongyuan Garden, and Xichun Garden in Eight Gardens. This naming is very elegant and unassuming under the premise of reflecting the restaurant's grade.

 Aladdin restaurant, decorated with luxurious, elegant, with a strong Arabian style as its characteristics. As soon as you enter the gate of the restaurant, you feel like you have walked into a palace: carved pillars, golden hanging lamps, beige walls, and various Islamic-style decorations make this place full of magnificent and exotic mystery. Here, you can fully experience the time-honored and unique food culture of the Islamic nation, and you can also fully experience the strong Arab atmosphere and the endless daydreams that the civilization of the Silk Road has brought to people for thousands of years.

Venice Western Restaurant, named after Venice, the famous water city in Italy, makes the whole Western restaurant beautiful and romantic. The boat-shaped buffet table specially created by the Venice Western Restaurant is inspired by the Pietro broken ship fountain in front of the steps of Piazza di Spagna in Rome. This classic design is accompanied by elegant music lingering in the ears and beautiful exotic scenery , Will let every guest experience a double harmonious enjoyment of taste and vision while tasting the classic cuisine with strong Italian style, and feel the romance and calmness brought by a strong Italian style.

At present, we are in an era of "experience economy". The managers of Ruihao International Hotel fully realize that customers are not only paying for products and services, but also for their own pleasure. Therefore, as Ruihao International Hotel, it is not only necessary to produce products, but also to produce a different way of life, which will become the core competitiveness of the company's future development.