The Marketing Strategy Research About Sanya Mangrove Tree Hotel

The hotel industry is the earliest open industry in China,from the 1980s since its development,nearly 40 years of development history,is a relatively mature industry.Hainan for such a tourism-based big province,the importance of the hotel industry is no doubt.Not only on the economic level of Hainan Province has a significant impact on people's living standards also have far-reaching impact.High-star resort in Hainan Province,dotted the background,there will be fierce competition in the industry.This paper attempts to analyze the marketing model of Sanya mangrove hotels,which can serve as a reference for the marketing of other high-star resort hotels.It can help the hotel industry get rid of the low-level and vicious competition,and provide new ideas for tourists and open markets.The main content of this paper is divided into seven parts.Firstly,the background and significance of marketing research,the contents and methods of marketing,the possible innovation are discussed.Secondly,it expounds the present situation and development trend of domestic and foreign theoretical research,and elaborates the advanced theory of foreign marketing in all directions according to the actual situation of Sanya mangrove hotel,and the theory of domestic network marketing,individual marketing,cultural marketing and green marketing.In the third part,the author has carried on the concrete investigation and study to the present situation,including the basic situation,the organization structure and the management condition of the Sanya mangrove hotel,and deeply analyzed the problems in the hotel management process,explained the reason of the problem,Determine the direction.The fourth part analyzes the marketing environment of Sanya mangrove hotel,including macroscopic environment and microcosmic environment.SWOT(Strength,weaknesses,opportunities,threats)analysis of the Sanya mangrove hotel marketing in-depth study of the situation,come to SWOT analysis conclusions.In the fifth part,the target market of Sanya mangrove hotel is subdivided,and each sub-market is evaluated to determine the target market and market orientation for hotel development.The sixth part,through the clear target market,Sanya mangrove hotel can make corresponding strategies,including Product Strategy,Service Strategy,Price Strategy,Place Strategy,Promotion Strategy,Participant,Process Management and Physical Evidence,and elaborate each marketing Policy implementation details.At last,the main conclusions,and prospects of this paper are given.Through the research on the marketing strategy of Sanya mangrove hotel,the paper puts forward the practical marketing strategy suitable for the hotel.For a large number of high-star resort hotels,can be based on the hotel's characteristics,targeting the hotel's target customers,the direction of the development of products in line with customer needs,greater market development.