The Research On Marketing Strategy Of YJ Company

Home stay has developed for more than half a century in the world,in recent years in the rapid economic development of the domestic market has gradually formed a boom.The regional characteristics and tourism resources of dalian city in northeast China make the tourism and home stay industry of dalian city have great development potential.The rise and development of home lodging industry in dalian not only drives the connection between surrounding areas,but also promotes the economic development of liaoning province and even northeast China.Promote the brand of home stay in dalian?improve the home stay marketing strategy?steady progress was made in the home stay facility development,It is of great significance to realize the sustainable development of tourism in northeast ChinaYJ company was founded in 2016,It is a hotel type home stay enterprise with earlier development in Dalian.This article through the domestic and foreign homestay related literature reading and combing,using literature research method,questionnaire method,chart analysis method,interview method and other methods,investigate and analyze the marketing development status of YJ company.At present,YJ company has serious product homogeneity,lack of creativity and features,lack of scientific norms in price formulation,confusion in pricing,single promotion form and marketing channel,and other problems to be solved urgently.Although there are many problems and disadvantages in the development of YJ company at present there are also opportunities and challenges in the development of YJ company under the premise that the macro environment of politics,economy social culture and technology and the micro environment of the five power models are generally favorable.Based on the above situation,this paper uses theoretical tools such as STP and 4P to subdivide the target market of YJ select and determine the target market.The core target market in the peak season is targeted at the post-80 and post-90 salaried people in northeast China,the core target market in the off-season is targeted at college students around dalian city,and the potential target market is targeted at middle-aged and elderly people who have retired in northeast China.According to the characteristics of the core target market and potential target market,the company is positioned to focus on building an economical and comfortable three-star hotel apartment.According to the current situation of the market,we optimize the combination marketing strategy from product design,price setting,promotion strategy and channel expansion.In terms of product design,cross-border cooperation is emphasized to achieve win-win situation of multi-industry cooperation and provide dual guarantee of tangible products and intangible services.;Implement dynamic pricing,flexible pricing,strictly regulate the price and accept the supervision of relevant departments;In terms of promotion strategy,increase the promotion efforts and enrich the promotion methods;Channels keep pace with The Times,adopting offline and online new media,short video and other channels to develop simultaneously.In the process of implementing the combination strategy,it is necessary to combine the economic development and the background of the Internet+era,and actively use the modern technological means such as big data to establish the marketing awareness of all employees.Finally,around the implementation of the strategy,from the organization,security,talent,capital four aspects to put forward security measures.This paper,represented by YJ company,optimizes and improves the existing problems and deficiencies of YJ company's marketing strategy at the present stage with the help of relevant marketing theories,so as to help the same type of home stay facilities in dalian city and provide reference for the scientific and orderly development of local home stay facilities.