A Service Marketing Strategy Research Of P Hot Spring Resort

With the rapid development of social economy and the improvement of people's living standard,tourism has been an important way of leisure and relaxation.People's consuming concept has changed from simply traditional to multiply comprehensive.The hot spring tourism is popular because of its functions of leisure and healthcare.As a representative of the second generation hotel in China,P Hot Spring Resort had glorious history once,but fading in the present marketing competition.The revenue from the P hot spring Resort is showing a downward trend.By means of literature review and questionnaire,this paper analyzes P Hot Spring Resort in following aspects.First of all,the author uses PEST and SWOT to analyze the internal and external marketing environment of P Hot Spring Resort.Secondly,the author analyzes the specific problems in the company's marketing mix strategy based on its original customer satisfaction survey,previous literatures and report summaries.Then,the author conducts research on people with potential demands for hot spring tourism,uses STP theory to complete market segmentation,target market selection and market positioning of P Hot Spring Resort,and proposes new marketing moves on the basis of 7PS service marketing mix theory that Include Produce,Price,Promotion,Place,People,Physical Evidence and Process strategy.This paper develops practical marketing strategies of broadening marketing ideas,marketing with local regional characteristics and establishing self-media marketing platforms,for suggesting to P Hot Spring Resort's further development,enlightening the development of hot spring marketing theory.