Research On Marketing Strategies Of G Hotel In Chengang Town Based On 4V-marketing Theory

Under the background of the national rural revitalization strategy,rural tourism has developed vigorously.With the close flow of people between urban and rural areas and the large increase in the number of people who come to rural areas for vacation,the demand for hotel accommodation in rural areas continues to emerge,and the hotel industry in rural areas has huge room for growth.Affected by the epidemic in the past three years,although the development of the domestic hotel accommodation industry will face many difficulties,there is still a bright future.Through the investigation,it is found that the townships in developed areas have begun to gather brand chain-type rural economy hotels,and the competition is also very fierce.How to attract and retain customers through the innovation of marketing strategies has become the key to the survival of the township economy brand hotels.Based on the 4V marketing theory,this thesis selects the economical brand G Hotel in Chengang Town as the research object,and analyzes the current situation,problems and countermeasures of hotel marketing.The article begins with an introduction to the research background,significance,content and methods,and a comparative analysis of the development and evolution of relevant marketing theories.Secondly,analyze the hotel’s basic situation,surrounding conditions,infrastructure,and organizational structure.Combined with the target market and positioning of G Hotel,through questionnaires and interviews,analyze and summarize the main problems included in the hotel’s marketing management: product homogeneity is serious,The brand image is not prominent;the sales channels are single,and the traditional promotion methods are outdated;the staff service awareness is weak,and the customer satisfaction is not high;the lack of database construction and the weak customer relationship management.According to the problems found in the above research,based on the 4V marketing theory,it provides suggestions for the formulation of the marketing plan of G Hotel in Chengang Town from four aspects.Product differentiation:Improve database construction,customize personalized services;upgrade and transform existing business processes;increase independent pricing mechanisms to achieve price differentiation.Functional flexibility: optimize the quality of catering services;improve the service level of employees;give employees more autonomy.Added value: Improve the added value of innovative marketing and services;improve the added value of corporate culture and brand.Internal resonance: Innovate information dissemination channels,adhere to customer orientation;create cultural and emotional resonance.At the end of the thesis,it also studies the guarantee of implementing marketing strategy.It is hoped that through the research on the marketing problems and countermeasures of G Hotel in Chengang Town,it will have certain reference and guiding significance for the hotels that are being deployed in the countryside.