Research On Service Marketing Strategy Of Sanya A Hotel

China’s modern hotel industry has experienced more than ten years of rapid expansion,now has entered the integration and optimization stage,China’s modern hotel industry is developing towards all-round,large-scale and professional trend.At the same time,the hotel service began to be differentiated and personalized,and the hotel management also began to change from experience-based management to modern management.The rapid development of the hotel industry is bound to bring intensified competition,and economic take-off,policy-oriented,information technology development,consumption upgrade so that the development of the hotel is constantly facing transformation,it can be said that opportunities and challenges coexist.The Novel Coronavirus pneumonia outbreak in early 2020 has brought the hotel industry into the "cold winter moment".The national average hotel occupancy rate and operating revenue fell off a cliff.By the third quarter of 2020,the national epidemic control has achieved stable results,and the average hotel occupancy rate and average room price have both recovered from the previous quarter,but are far from recovering to the level of the same period last year.This shows that the COVID-19 pandemic has posed a severe challenge to the tourism-based hotel industry.During this recovery period,the hotel industry not only needs to find ways to restore the business level of the same period,but also needs to cope with the changes in the marketing environment and consumer behavior and demand under the normalization of the epidemic.In view of the above background,this paper takes Sanya A hotel as a typical case study.Sanya A hotel is a one-stop high-end tourism resort complex with unique brand.It is located in haitang bay high-end hotel group,national coast of Sanya city,Hainan Province,with geographical and climatic advantages and fierce market competition.It is also in the recovery period of the industry after COVID-19,so it has a unique research value.This paper takes service marketing 7Ps framework and customer satisfaction theory as the guiding theory,and used literature research method to sort out the theoretical research status of service marketing at home and abroad,so as to enrich the theoretical basis for subsequent research.Through the questionnaire and interview method,master the hotel customer satisfaction status and consumer behavior,demand preference;According to the 7Ps framework of the hotel’s current service marketing strategy to sort out;And through the full field investigation of the hotel’s macro environment and industry competition environment analysis;Therefore,the problems of the hotel service marketing strategy are found,and the service marketing optimization suggestions are put forward to better adapt to the normal situation of the epidemic.This paper aims to fully explore the hotel’s existing location and policy advantages,integrate its own resources with other industries to carry out cross-border integration,and put forward recommendations for optimizing service marketing strategies that are completely applicable to the current situation of the research object,Avoid the use of broad hotel service marketing strategies that are not aimed at individual uniqueness.In order to bring new impetus to the development of the hotel industry through the innovation of business philosophy and the breakthrough of service marketing,but also for the development of other hotels in the industry and even other types of enterprises to provide certain reference significance.