Abstract: Service level is the hotel's core competitiveness. As a new and personalized service marketing model, butler service has attracted an increasing number of hotels’ attention. By analyzing the Gurong Hotel’s butler service, this paper highlights the advantages of the hotel’s service marketing and analyzes its deficiencies in terms of butler service concept, customer awareness , staff training and so on. What’s more, this paper proposes full marketing , strengthen the promotion, tangibility of service and other concrete marketing proposals. Above all, I sincerely hoping to win more loyal customer groups for Gurong Hotel, and hoping to provide beneficial suggestion to enhance the competitiveness of the hotel.
Key words: competitiveness; service marketing; butler service; tangibility of service