Research On The Marketing Strategy Of Hotel A

COVID-19 epidemic is ravaging the world,posing huge threat to human society.The economic downturn has impacted all walks of life,and every enterprise is facing challenge of how to survive and develop under such a critical circumstance.The tourism and hotel industries have been severely affected by the epidemic,both domestically and abroad,and Hotel A is not spared.Under above background,and on the basis of extensive study of relevant domestic and foreign cutting-edge research literatures,this dissertation researches the marketing strategy of Hotel A.The paper’s content is as below: Chapter 1 is the Introduction part.Chapter 2introduces hotel industry’s marketing related theories.Chapter 3 indicates Hotel A’s current marketing situation and status.Chapter 4 is the inside and outside environment of Hotel A’s marketing.Chapter 5 proposes suggestions as measures and solutions.Finally,the author summarizes the whole dissertation and provide an outlook of future research directions in the same field in Chapter 6.Hotel A marketing strategy research utilizes methods of combining theoretical and practical,data and chart analysis,as well as logical and systematic exposition.First,the field research method.According to the internal and external environment in which Hotel A is located,field research is conducted to collect first-hand information in depth.Second is the literature analysis method.In response to the marketing measures of Hotel A,multiple second-hand information was collected.Thirdly is the SWOT analysis method.Via carrying out strategy analysis including Strength-Opportunities,Strength-Treats,Weakness-Opportunities and Weakness-Treats,the author finalized practical countermeasures.This dissertation aims to find out the problems of Hotel A business,on the basis of analyzing the development foundation and operation status of its marketing.Via studying the internal and external environment factors,applying matrix matching marketing strategies and tactics,the author proposes countermeasures of Hotel A marketing.Below are the conclusions of this dissertation.First at all,there are four current problems in Hotel A marketing strategy,such as:the hotel software and hardware service products are simple,the hotel combination package is less expensive,the distribution of the online platform is less,and the preferential promotion of the hotel off-season is weak,etc.Secondly,Hotel A marketing environment factors are both opportunities and challenges.The opportunities slightly outweigh the threats,and the advantages are much stronger than the disadvantages--matched with growth strategies and tactics.Thirdly,Hotel A marketing strategy should be improved in four aspects,include: to make every effort to deliver high-quality hotel products both as hardware and service,to revise the packages’ prices in product portfolio,to improve online cooperation and distribution,and to carry out offline promotions which are whole-process-covering and all-staff-involving.The last but not the least,the measures of Hotel A’s marketing strategy have reference and guidance value.The response measures proposed in this paper should be capable to solve the current problems of the four aspects of Hotel A marketing,and buffer the major impact brought by the epidemic.This paper constructs new ideas for the measures of mass tourism marketing of hotels in various regions of the world during the epidemic prevention and control,and provides an important theoretical basis and scientific decision-making basis for the development of the hotel industry,which has reference and guidance value,as well as important theoretical and practical significance.