The Marketing Strategy Research Of Grand Mercure Hotel In The Internet Age

In the early of 2015,"The Internet +"was appeared in the work statement of Chinese Government for the very first time,and it was highlighted that the transforming and upgrading of traditional Chinese traditional industries must rely on the Internet action,and we should more focus on the"the cross-border economics cooperation"which means that entity economy and virtual economy would stay together and firmly.But the entire hotel industry in China is fairly weak compare to other foreigner countries,and Chinese high stars hotels industries were suffering in such a relatively severe market environment as oversupply for a long time.Especially in second-tier and third-tier cities,homogenization of product positioning happened in those high-end hotels more frequently,it means that these industries would easily affected by the market fluctuations.These all forced the hotel industries to adjust their business model to follow the development at the present times.Under the dual driving of the needs of the times and the Internet technology,the Chinese hotel industry is experiencing third frequently industrial transformation and upgrading.The transformation and upgrading of the hotel industry is faced with pressure and power both from outside and inside.How to realize the transformation and upgrading of enterprises under the background of"Internet+"has become the most urgent problem in the development of the hotel industry.This paper first elaborates the impact and impact of the Internet on Hotel marketing,and the significance of"hotel marketing strategy research in the Internet era".Secondiy,it introduces the relevant marketing theory,analyses the advantages of Internet marketing,and makes a case analysis of the Internet marketing of Xiamen Westin Hotel.Thirdly,combined with the current situation of the industry,this paper analyzed the existing marketing strategies of Grand Mercure Xiamen Downtown,including marketing system,main strategies,market positioning and structure of tourist source,and introduced the marketing status and constraints faced by Grand Mercure Xiamen Downtown.Finally,the paper puts forward some marketing strategies and suggestions in the Internet era,such as perfecting the Internet marketing model,making full use of Internet technology and thinking to carry out marketing innovation,emphasizing experiential marketing,strengthening the promotion of frequent visitor plans,emphasizing the collection and analysis of big data,hiring professionals to carry out the marketing and management of microblog and wechat,emphasizing customer evaluation and so on.These studies provide a direction for Grand Mercure Xiamen Downtown to continue its Internet marketing activities.