Study On Marketing Strategy Of W Boutique Art B&B In Huanglongxi Ancient Town

In recent years,with the rise of rural tourism and the changing lifestyle of emerging consumers,homestay have developed explosively.Tourists choose to stay in the travel process is also converted from the original hotel to the bed and breakfast,the demand for the hotel is growing,the demand is also getting higher.As far as Chengdu is concerned,according to incomplete statistics,the "2017 First Half Year B&B Travel Report" pointed out that the Chengdu B&B has the largest number of orders in the country,and there are special flights to Chengdu to stay for only one night.At present,OCT Group plans to sign a contract with Shuangliu government for 50 yuan to collectively dislocate the town of Huanglongxi into a featured town of “culture + tourism + urbanization” and vigorously develop rural tourism economy,pastoral life style,and bed and breakfast economy.In such a good period of history,W Boutique Art Homestay came into being.In order to better build the brand of the homestay,it is necessary to research and analyze the marketing strategy and marketing strategy of W Boutique Art Homestay.This article has 6 parts.The first chapter is the introduction.It introduces the research background and significance,the research content and research methods,and the related theory overview.The second chapter gives a brief introduction to W Boutique Art B&B.It mainly introduces the overview of the B&B,the situation of Huanglongxi Ancient Town,and the overall introduction of W Boutique Art B&B.Chapter 3 analyzes the marketing environment through the PEST analysis method from the external marketing environment and the internal marketing environment.At the same time,SWOT analysis method is used to identify the advantages,disadvantages,opportunities,and threats of the W Boutique Art Homestay.Subsequent to the fourth chapter,contact the actual situation,use the STP strategy to identify the market positioning,market segmentation,target market audience of W Boutique Art Homestay.Chapter 5 discusses and researches the marketing strategy of W Boutique Art B&B from the perspectives of products strategy,prices strategy,channels strategy,promotions strategy and customer relationships strategy,and derives specific marketing measures.Chapter 6 analyzes and discusses the implementation measures of the current marketing strategy of the hotel through six aspects: organizational structure guarantee,human resources development and management,corporate culture construction,cultural partner participation protection,financial support,and performance evaluation system.I hope that through the discussion and research in this article,I can help and contribute to the development of W Boutique Art Homestay in the future.