Research On Marketing Strategy Optimization Of XY Homestay

As an important part of the tourism industry,homestay industry has become a carrier for people to yearn for high-quality accommodation and a beautiful and exquisite life,and is also a representative industry in the field of "new economy".Gradually showing a diversified,professional,systematic development trend.In recent years,the number of home-stay enterprises in our country has been increasing,which has made great contribution to promoting the economic development of the city.However,with the increasing number of entrepreneurs involved in the homestand industry and the combined impact of weak consumption in the post-epidemic era,the competition of homestand products is becoming more and more fierce,and consumers also put forward higher requirements for homestand products.In such a business environment,Shenzhen Xiyanmin Hostel Management Co.,LTD.(hereinafter referred to as Xiyan Hostel),as a member of the new economic field of homestayers,has also found some problems in the development of enterprises,such as;The brand recognition is not high,the product promotion is insufficient,the service quality is uneven,etc.,and the growth is weak,and the operating income is declining year by year.The problems encountered by Xiyan Homestay represent the common pain points of many homestay enterprises,so how to improve the management level of homestay enterprises is a topic that needs to be examined and considered.Only by continuously cultivating internal skills and continuously improving can the hotel enterprises win a broader market in the fierce market competition.In the post-epidemic era,the discussion on the optimization of homestay marketing strategy under the background of strong economic recovery has realistic and extensive significance for the development of the current homestay industry.Taking Xiyan Homestay as the research object,this paper comprehensively uses literature research,case study,interview,questionnaire survey,field investigation and other research methods to analyze the current marketing strategies of Xiyan Homestay one by one.Using Porter’s five forces model theory,the marketing competition environment of Xiyan Homestay is analyzed respectively.Based on the customer management system of Xiyan Guest House,the background data is analyzed,and the target market of guest house is positioned with STP target market theory.The target customer group is domestic and foreign18-38 years old young customer group,and the high cost performance,high price ratio,product update iteration as the special selling point of Xiyan Homestays.Using 7Ps service marketing theory,this paper puts forward suggestions on the optimization and improvement of homestays marketing strategy from seven aspects: product,price,channel,promotion,service,tangible display,etc.Adjust the price strategy to meet the market demand;Broaden marketing channels,based on long-term development;Improve the promotion strategy to obtain marketing effectiveness;Pay attention to human needs,improve service efficiency;Carved exterior display,highlight the brand image;Optimize service process and enhance customer experience.By re-optimizing the marketing strategy and further enhancing the marketing effectiveness of this homestay,we hope that the research of this paper will have guiding significance and provide some reference value for other homestay enterprises in the industry.