| Nowadays,with the development of social and economic situation,the economic growth has slowed down,the growth rate of China’s hotel industry has slowed down,the frequent mergers and acquisitions of core enterprises and the increase of industry operating costs have promoted the transformation and development of the industry.In recent years the capital development of hotel accommodation industry presents a flourishing scene.However,the rising labor and rental costs and the rigidity of products and services in the hotel industry are a constant reminder of the severe challenges facing hoteliers.In general,the overall development of mid-range hotels is rising,the scale will continue to expand,there are a considerable number of business hotels and resort hotels to seek the transformation of conference hotels.In the current economic environment,the conference hotel industry is facing challenges and opportunities.Shijiazhuang BY hotel is a very representative conference hotel in the region.This paper takes BY hotel as the research object.Under the policy background of economic restructuring,it is of great practical significance to study the marketing of conference hotels in second-tier cities as the research object in view of the current economic situation.This paper innovatively applies porter’s five forces model and 7p service marketing theory to the marketing strategy analysis of conference hotels in second-tier cities.Study the marketing status of BY hotel in Shijiazhuang and the existing problems in the marketing strategy.Through the analysis of BY hotel location of the economic policy environment,population environment and technical environment and other macro environmental factors.The bargaining power of consumers,the bargaining power of upstream suppliers,the threat from alternative products or services,the threat from new entrants in the industry,the competition status of existing enterprises in the industry and other competitive environment factors,and the operating status of BY hotel itself.This paper analyzes and summarizes the defects exposed in the development and implementation of marketing strategies of conference hotels in second-tier cities,and puts forward Suggestions and strategies for improvement according to the macro market environment and the survival status of BY hotels.In view of this,Shijiazhuang BY hotel should focus on the improvement of existing products and excellent brand building;Shijiazhuang BY hotel can also be based on different target customers to take different pricing measures;Initiate the development and utilization of new sales channels and the upgrade and maintenance of existing channels;More should strengthen the cohesion of the enterprise,urged all departments to actively cooperate with the sales department staff work;Enhance the sales awareness and excellent service awareness of the hotel staff;Adjust the layout of the hotel environment and facilities to provide consumers with a more warm and comfortable accommodation environment;The key point of service flow optimization is to adjust the use degree and service time of the computer in the service.It is hoped that this paper can provide reference for the adjustment and improvement of marketing strategies of conference hotels in second-tier cities under similar circumstances. |
