Study On Experience Marketing Of Xiamen ZY Hotel

With the rapid economic and social development, people’s living standards improve, the consumer demand for the hotel industry in a significant increase in the number and size of the hotel’s growth trend evident. Experience economy is a service economy, a higher level, with the physical arrival of the wave of economic development, consumer demand and the hotel’s distinct past, at present, consumers keen on personalized and customized services. Increasingly intense competition in the hotel industry in the context of hotel operations management can help consumers to create a personalized living, how in the fierce market competition to get profits become one of the key problems to be solved. Therefore, this study in the context of the experience economy era, the hotel operation and management strategies to explore, in order to achieve as hoteliers changing the operating mode, establish brand awareness, brand, improve service quality, etc. provide reference.Firstly, this study describes the economy hotel operations management research background, significance, experience research contents, research methods and research framework. Then, it summarizes the produce and development of experience economy, experience marketing theory and other related content, and provides the theoretical foundation for the follow-up study.Secondly, this business hotel market situation and existing problems are analyzed. Data elaborated with the current development of China’s hotel industry; based on the analysis of the data presented problems in China’s hotel industry, including foreign hotels serious impact on China’s hotel industry, our hotel layout imbalance, low level of local enterprise group hotel management talent gap, hotel management mode unscientific. Subsequently, the experience economy era for the hotel industry analysis of consumer demand and hotel operations management trends, investment trends analysis. Consumers increasingly focused on proposed hotel product design and service content, emotional appeal, hotel atmosphere and the pursuit of consumer spending personality; summarized Hotel Group management, brand development, real estate development industry plus multinational brand business model to become China mainstream high-end hotels such as hotel operation and management trends.Finally, the context of the experience economy hotel operators Xiamen trillion margin analysis, ZY Hotel from project background, proposed project location, the hotel business model, functional design hotel, hotel experience marketing strategy, financial analysis and other hotels. The Smoking proposed hotel development as the project construction conditions are unique, combined with its target tourist market positioning, the proposed type of positioning its hotel business and leisure hotel according to the project’s overall positioning, the main tourist market conditions reference to the existing competition market operating results, we recommend the proposed hotel is positioned as the standard five-star hotel, the use of marketing theory and experience4CS five elements of co-design hotel experience marketing strategy that is opened from the hotel construction investment estimate, hotel sensitive to changes in construction and opening of investment analysis, hotel operating revenue, cost and profit projections and analysis in areas such as financial analysis.In this study, a comprehensive analysis of the literature, case analysis and investigation Combination, in-depth analysis of the Xiamen ZY Hotel, made the experience economy era hotel operation and management strategy. However, the development of China’s hotel market is not mature, and foreign hotel market is a big gap, how to use strategic planning to improve hotel service quality, promote hotel brand, build the core competitiveness of the hotel will be to further study the contents.