The Study Of Service Marketing Strategy Of Dream Of Yunnan Hotel

In today’s world, the hospitality industry has had rapid growth and reform stage and has developed into a mature industry. With China’s economic take-off, China’s hospitality industry rapid rise and has become a leading services industry. Since the end of 1990s, the compete aggravate of the Chinese hospitality industry, the hotel clients cannot be satisfy with the standard hotel service, and change to seek characteristic and personalized service, the concept of the theme hotel has been led into China, theme hotel arises at the historic moment. At the same time, the traditional marketing mix strategy of 4Ps on the extension theory of service marketing mix strategy of 7Ps plays an important role in the development of the hotel. In the second generation of the Internet era, network marketing is a component of enterprises overall marketing strategy, web technology was applied to enterprise marketing activities.This paper adopts literature research, market research, on the basis of the theory of service marketing related:PEST analysis, porter five model analysis Dream of Yunnan hotel inside and outside environment, using the STP theory to market segment for Dream of Yunnan hotel and combined with the SWOT model to analyze the advantages and disadvantages of the hotel; So choose the hotel’s target market and market positioning; making service marketing mix strategy to Dream of Yunnan hotel’s target market.Through study the dream of Yunnan Hotel by the relevant marketing theory, it fully embodies the theme of cultural and service marketing concept of the combination of philosophy, to determine the tourist market for the dream of Yunnan Hotel’s target market, hotel positioning for tourist resort hotel of the Yunnan cultural characteristics.The products of the Dream of Yunnan hotel is constitute by the core product, form product and additional product. Product price set based on cost and principle of competition. At the same time product price set to obtain profits for the pricing objectives. In the distribution channels, make full use of online marketing as the main means of online sales, intermediate business and personnel to promote the sales channels as a supplement. In the promotion, in the analysis of the demands of the guests, the hotel’s selling point as the core. To advertising, sales, business promotion and public relations as the main means to promote the hotel’s products. In the personnel management strategy, based on the employee’s training and internal incentive mechanism to improve the quality of staff, skills and improve the quality of service. In the Physical evidence, the hotel fully show the cultural characteristics of Yunnan from the architectural style, decoration and room layout design, staff uniforms and the hotel’s promotional materials, etc.. In the service process, with standardized service processes and standards, design service blueprint, at a high level, high standard to complete a series of service for the guest. To attract more guests to the hotel consumption and to win by their characteristics and market foothold, obtain good economic benefit and social benefit.The research paper is of some value to the author’s work and the development of hotel management. It has certain reference value and reference significance to other hotel’s service marketing improvement method.