Research Of B Hotel Marketing Strategy On The Basis Of Questionnaires

With the rapid development of the economy in our country,the numbers of the star hotels have an increase in recent years.As marketization and the changing of political and economy environment,the hotel industry has confronted more opportunities for development as well as great challenges.The star hotels are in the crucible of oversupply which had a sharp decrease in sales.It demands the transformation of the product and market with the background that cuts of"consumption of public funds on three major private purposes" after promulgated "the Eight provisions ".The demand of the hotel's market has a fundamental adjustment which needs reposition.At the same time,the network marketing and data analysis also become new methods of hotel marketing.New media channels,emerging mode of hotel marketing and distribution,and technological innovation for the hotel industry has brought the unprecedented variety selection.In the environment of fierce competition,only the hotel who seized market opportunities,adjusted marketing strategy timely can take advantage in the increased complicated and changeable market competition.Firstly this paper briefly introduced the main products and B hotel management on the basis of the STP marketing theory,marketing mix strategy theory and the theory of network marketing.Secondly,the paper analyzes the macro and micro environment of B hotel by using PEST model and Michael Porter's Five Forces model.It also analyzes the advantages and disadvantages of B hotel and the opportunities and threats by using the SWOT method.Thirdly,this paper probes into the main problems and the reasons of B hotel marketing by means of diagnosing B hotel marketing present situation.Fourthly,in order to adjust the marketing strategy according to the consumers' demands,the paper takes a questionnaire study of hotel customers' consumption which focuses on the analysis of evaluation and the fitness of consumers to B hotel marketing strategy.These are adjustments of the B hotel marketing strategy.The paper renewed the B hotel's target market,and made clear market positioning through segmentation and analysis of the hotel market.It identified that B hotel's target markets are team deal market,wedding or birthday,tourism and catering market.B hotel's marketing mix strategy adjustment.Including methods that varies of product category and strengthen product design strategy;considering a variety of sales channels,from personnel,network to protocol room strategy according to the consumer demand pricing strategy.Determine the comprehensive sales channels according to the different situation to on the basis of market segmentation according to different types of customers groups and the implementation of targeted marketing strategy.Making sales promotion plans by using the Internet new media advertising at the end of each quarter.