The Research On Marketing Strategy Of DW Hot Spring Hotel

In recent years,the tourism industry developed rapidly in China.As a healthy and leisure tourism product,hot-spring resort hotels are increasingly favored by consumers.However,compared with some countries with developed hot spring tourism,the history of hot spring hotel is relatively short in China.The development of hot spring hotel has problems such as similar operation models,homogeneous operation themes and outdated service modes.To meet the new demands of the consumers for hot spring hotel in the new period,hot-spring resort hotels need to be diversified and personalized.This paper takes the marketing management of DW Hot Spring Hotel as the research object,and uses the literature research method and the questionnaire method.Based on the summarization of the current situation of researches on the marketing management of hot spring hotels at home and aboard,combined with the current situation of marketing of DW Hot Spring Hotel,through investigation and analysis,it is found that the marketing management of DW Hot Spring Hotel has 7 problems,including lack of new idea of hotel products,inflexible price strategy,old structure of sales channel,slightly lagging promotion means,low level of service staffs,physical display to be reformed and urgent need of standardization of service process.To effectively improve the marketing management level of DW Hot Spring Hotel and get the hotel out of the trouble,this paper gives the following suggestions for DW Hot Spring Hotel.First,diversified products and product strategy of personalized service should be used;second,the targeted price strategy should be taken for key customers,individual travelers,ecommerce customers and conference customers;third,the channel of direct selling and travel agency should be consolidated,the Internet channel should be developed vigorously,and the channel of industrial and regional distributors should be developed properly;fourth,the promotion effort of advertising should be increased,and the promotion effort of personnel should be adjusted properly;fifth,skill training for staffs should be provided,and the satisfaction of staffs should be improved;sixth,the improvementof service environment and personnel display should be focused on;and seventh,the standardized service process should be developed,and the level of service should be improved according to the standard before,during and after the provision of services.In order to ensure the smooth implementation of marketing strategy,this paper also proposes the supporting measures,including strengthening the construction of enterprise culture,improving the management system construction and team building and completing the construction of the customer information system.