Research On Marketing Strategy Optimization Of Taizhou CY Hotel

The high-end development of major hotels in China has become a major trend in recent years.However,the competitive and operational pressures in the high-end hotel market continue to increase,with human resources,rent,and operating costs increasing year by year,and service content becoming homogeneous.At the same time,the development of high-end hotels in China also faces an awkward situation of "high cannot be achieved,low cannot be achieved".Firstly,the transformation of high-end hotels in China further squeezes the high-end market,and secondly,compared to Hilton,Marriott Internationally renowned hotels such as Addison are not truly high-end hotels that have grown up domestically.In such a competitive,difficult to operate,and "high cannot be achieved low" situation,if high-end hotels in China want to occupy corresponding market share in the future,they must continuously optimize their marketing strategies,establish their own brand through marketing,and thus occupy the market.Therefore,it is urgent and practical for hotels to adopt marketing strategies to attract customers and expand market share in response to market changes.This paper takes CY Hotel and its marketing strategy as the research object,combines theory with practice,uses scientific methods such as literature research,questionnaire survey,PEST analysis,etc.,takes the 7P service marketing mix theory as the framework,combines the current marketing environment of CY Hotel,and analyzes the problems of Taizhou CY Hotel in the existing marketing work through questionnaire survey,and from the promotion,service(product),channel,price Propose marketing strategy optimization measures from multiple dimensions such as process.Finally,a summary and outlook are provided for the entire article.The research found that the existing problems of Taizhou CY hotel marketing strategy include insufficient brand promotion,insufficient hotel service(product)characteristics,traditional and single Marketing channel,too single price strategy,and inactive service process.And targeted marketing strategy optimization design was proposed,including promotion strategies: firm brand positioning,enrich brand connotation,strengthen brand promotion,and targeted brand promotion;Service(product)strategy: packaging the hotel image with local culture and characteristics,creating products with memory and selling points,and upgrading products based on existing customers;Channel strategy;Price strategy: value based promotion,themed activity based promotion,discount based promotion,and targeting key promotional groups;Process strategy: Optimize service details,add graded services such as self cooking,childcare,pet care,rooftop barbecue,etc.,and establish an emotional experiential service mindset.I hope that through the research in this article,we can help CY hotels improve their operating conditions,attract customers,expand market share,and increase enterprise value;I also hope to provide reference for other similar hotel companies in terms of operation and management through the study of CY Hotel.