Research On The Marketing Strategy Of Jiuquan New Yueke Business Hotel

With the rapid development of China's economy,the continuous improvement of people's living standards and the wide application of network technology,consumers have changed significantly in their life concepts,consumption forms and other aspects.The existing marketing means and development mode of hotels have been unable to meet the diversified and personalized needs of customers for products and services.At the same time,the hotel industry in recent years by the economic growth slowdown,increased competition and operating costs and other factors,the rental rate decreased,revenue began to decline,the development space is becoming increasingly inadequate.A new round of technological revolution and economic development has led to continuous thinking and exploration in the aspects of in-depth consolidation,upgrading of product structure,strategic shift of investment,innovation of service concept,transformation of industrial layout and application of emerging technologies in China's hotel industry,which have brought many opportunities and challenges to the future development of China's hotel industry.In this situation,New Yueke Business Hotel,as a single hotel,urgently needs to closely combine the specific situation of Jiuquan hotel market competition environment,find out the market positioning and development direction,establish its own characteristics and advantages,make full use of advanced technology and emerging channels to complete potential customer exploration and brand value development,play its own brand culture effect,and on the road of development In order to improve the unfavorable situation of declining hotel revenue and market share,it is necessary to think deeply and explore continuously and formulate feasible marketing strategies.This paper chooses Jiuquan New Yueke business hotel as the research object.On the basis of the research on the relevant theories at home and abroad,it uses pest,Porter's five forces and SWOT analysis method to analyze the current marketing situation and existing problems of New Yueke Business Hotel,and finds out the demand space of customers for economic hotels through questionnaire,interview and other survey methods.Using STP analysis method to find out the target market,positioning according to the unique historical and cultural background of Jiuquan area;Fully considering the background of the rapid development of the Internet,the balance of the interests of hotels and consumers,and based on the 7Ps marketing theory of service marketing,the combination of 4Ps and 4Cs,the remaining 3Ps of 7Ps theory and 3Ss marketing theory,overcomes the shortcomings of making marketing strategies based on 7Ps,4Cs or 3Ss theory,which is relatively thin and not easy to achieve good marketing results in a complex and changeable market environment,and forms "7Ps + 4Cs + 3Ss " marketing strategy combination;To ensure the effective implementation of the marketing strategy,relevant safeguard measures should be formulated in terms of organizational structure,information construction,human resources,brand culture,etc.The purpose of this paper is to help the New Yueke business hotel to build its own characteristics in the fierce market competition,improve the adverse situation of operation,and improve the competitiveness of the hotel.It is also expected that through this study,we can draw experiences and strategies worthy of promotion,and help the healthy and long-term development of private hotels in China.