A Marketing Strategy Study On D Business Hotel

With the development of our country economy level,the national disposable income increased,and the tourism industry has been vigorously developed.Under this opportunity,the hotel industry has achieved considerable development.As the national consumer upgrades and high-end hotel market development sinking,the competition in China’s hotel industry is becoming increasingly fierce.In January 2020,the sudden outbreak of new pneumonia,to the hotel industry to press the pause button,2 years of the epidemic repeatedly,but also the hotel industry thinking,precipitation of 2 years.In order to cope with the fierce competition and Epidemic situation,business hotels need to be constantly familiar with market changes,understand customer needs,and according to their own advantages and resources to develop marketing strategies in line with the market and customer needs.Taking D business hotel as an example,this paper analyzes the marketing strategy of D business hotel in the current market environment by using literature research method,case analysis method and comparative analysis method.First of all,the paper analyzes the macro and micro environment of D business hotel to find its own advantages,disadvantages,opportunities and threats.Secondly,through the analysis of D business hotel’s target market strategy and customer satisfaction,the marketing status is sorted out,and the 7P service marketing mix theory is used to diagnose the deficiencies of the current marketing strategy.Finally,in view of the problems existing in marketing strategy,specific improvement plans are put forward:in terms of product strategy,new products should be developed to increase product diversification and individuation;In terms of price strategy,flexible pricing system should be established to control costs while increasing revenue.In terms of channel strategy,we should make full use of Wechat,Tiktok and other new media channels,optimize OTA platform and carry out word-of-mouth marketing;In terms of promotion strategy,we should make use of Wechat,Tiktok and other new media to form a "hotel +" product portfolio strategy;In terms of personnel strategy,it is necessary to strengthen staff training,optimize the salary structure and maintain staff stability.In the aspect of process strategy,we should strengthen process management and establish customer management system.In terms of visible display strategy,awareness of the importance of visible display should be raised and a unified image and logo should be presented to customers.In this paper,while putting forward the improvement plan of marketing strategy,it also clarifies the guarantee measures of marketing strategy implementation from three aspects of technology,talent and culture.Through the study of this paper,I hope to provide marketing strategy reference for the management of D business hotel and help D business hotel improve its marketing strategy.I also hope that through this study,to provide real cases for the theoretical study of marketing strategy in China’s hotel industry,find the problems in the actual use of marketing theory,and put forward improvement strategies,draw experience or theory worth promoting,and provide reference experience for other hotels in the same industry.