Research On Marketing Strategy Of MY Hotel Based On The Marketing Theory Of 7Ps

Medium-grade business hotels have been of much interest to researchers since their sudden market popularity in 2012. Regarding this kind of hotels, there are many aspects worth exploring, such as the positioning, the product design, pricing, methods of management and business model. The problem of paramount importance facing this kind of hotels is how to exert market strategies effectively,enhance the profitability and improve economic efficiency for the purpose of generating returns as soon as possible so that the enterprises can maintain a long-term competitive advantage.Based on the relevant marketing theories and targeted at MY hotel, through literature research, case study and in-field observation,this dissertation is devoted to the analysis of the hotels’ current situation, marketing strategies, market positioning,improper pricing and the lack of means of sales promotion. Adopting PEST and Porter’s five forces theory, this dissertation analyses the macro and micro-management environment of MY hotel. It also analyses hotel’ existing strengths, weaknesses,opportunities and threats by SWOT.Based on the above analysis and the theory of the STP target market analysis and combined with the actual situation of the hotel, the target should be set at medium-level and high-level consumers in Hunan province. The key target market is Xiang Tan city including local enterprises and institutions, small and medium enterprises, local business people and business people from other cities.MY hotel market positioning should serve as "xiangtan’s best medium-grade business hotel" in terms of product, service, image differentiation so as to establish advantages and be a model in the subdivided market.In accordance with the target market of MY hotel, the dissertation proposes a set of feasible combinations of 7Ps marketing strategy: the Product strategy highlighting the specialization of hotel service product, fast speed and comfortability, practicing differentiation strategies of product and service; Price strategies based on market supply and demand including discount pricing, protocol pricing, product mix pricing,all designed to attract customers; Place strategies gradually establish a network system as the main body of the marketing channel system; Promotional strategies with the aid of network media to conduct propaganda, street selling, advertising, sales promotion,business promotion and public relations; Personnel strategy---internal relationship marketing and customer relationship management--- to enhance satisfaction of both employees and customers; Physical Evidence strategy by improving the hardware condition and strengthening culture construction to improve customers’ perception ofhotel service quality;Process strategy according to the requirements of "standardization,refinement and human orientation", further optimization of service process.MY hotel7 Ps marketing mix strategy covers many aspects, such as organization and technology,personnel must be well trained to ensure its effective operation and implementation.The dissertation proposes to establish a flatter organizational structure, to use new media to carry out the service and marketing and to improve the use of new media technology to implement marketing strategy; to improve selection&employment mechanism and ensure effective authorization in staff management.This dissertation puts forward concrete suggestions to MY hotel about marketing managementand redesigns the marketing management system,in order to improve the hotel marketing management and the performance of the hotel so as to realize the benign development of MY hotel and the long-term goals.