| In ancient China,the business travel between north and south,the predecessor of hotel-inn was born.China is one of the four countries which have ancient civilazation,and also one of the earliest countries with the concept of hotel in the world.The earliest can be traced back to the shang Dynasty to facilitate business travel between the north and the south of the post,but the hotel industry as a modern industry is the middle and late 20 th century appeared.With the rapid development of social and economy and the gradual rise of the service industry,service marketing to create a harmonious society,Chinese and foreign exchanges,international integration has a positive impact,opened the hotel service marketing competition mode.COVID-19 outbreaks,however,the influence of some factors such as the hotel service costs,health problems,epidemic prevention and control,in addition,emergence of more and more new hotel brand and hotel market is more fierce competition,make the hotel’s profit space more and more small,hotel occupancy rates and profitability is facing great crisis and challenges.Huazhu Group is one of the three domestic hotel groups and the only private enterprise among them.Founded in kunshan city,Jiangsu Province,near a railway station hotel,through the creation of its own brand and merger with other hotel brands,is a multi-brand chain hotel management group.As of December 31,2021,the China hotel in operating stores in 7830,which owns Han Ting Hotel,Joya Hotel,JI Hotel,Elan Hotel,Manxin Hotels&Resorts different goal orientation and operating features,such as hotel brand,also by holding each other’s business model and Accor comprehensive strategic cooperation,for accor brands in China.Now Huazhu Group is the vanguard of China’s hotel industry,its hotels from economy to high star,business to vacation,can meet the needs of all types of consumers in an all-round way.Hotel group as an example,this article mainly China USES literature research,case analysis,market research,such as analysis method,combining with the current environment and industry situation at home and abroad,and sufficient theoretical basis and case to illustrate the importance of hotel service marketing and brand effect,and hope for other hotel brands and provide helpful hotel group in the actual management.This paper discusses the background and purpose of the research,research methods and framework,research significance and innovation points,based on the theoretical basis of hotel marketing and the summary of existing academic research results at home and abroad.In addition,a systematic study is conducted on the hotel industry in the post-epidemic period.PEST model is used to analyze its macro environment,and porter’s Five Forces model is used to analyze the five competitive forces of Huazhu hotels based on the internal status of Huazhu hotels.On this basis,the SWOT analysis method is used to analyze the hotel’s current strengths,weaknesses,opportunities and threats,and the marketing strategy theory is used to analyze the existing marketing strategy of Huazhu hotel.Combined with the above analysis of China hotel marketing problems and the causes of the problems.Finally,combining theory with practice,this paper puts forward targeted suggestions to optimize the marketing of Chinese hotels,hoping to effectively improve the marketing strategy of Chinese hotels and actively promote the development of China’s hotel industry. |
