Research On Marketing Strategies Of M Resort’s Tourism B&B Products In Changchun

Rural revitalization is the core of national development,and in order to vigorously develop the rural economy,new policies are constantly introduced from the national level to local government to bring up the regional economic development with rural resources.Rural revitalization has been spurred by the emergence of bed and breakfast(B&B)establishments as a new driving force,shifting the focus of the rural industry.By uniting regional features and cultural importance,the rural B&B industry is stimulating the industrial structure and encouraging its development.The research object of this paper is Changchun M Resort,located in Changchun City,Jilin Province.The resort has been opened in 2019 and won the honor of "Beautiful Country of the Year by China Tourism Awards".The B&B rooms are designed with regional cultural elements,with leap-floor independent courtyards and better privacy.The epidemic’s sudden market situation presented new opportunities and crises to the marketing of B&B,in comparison to the more established B&B in the vicinity.However,M Resort B&B’s market awareness has not been fully developed,and the service is lagging behind.To address this,internal management needs to be reinforced.Furthermore,B&B’s marketing strategy has been lacking,with a lack of talent and a lack of a successful marketing policy.Although the channels have been basically covered,but the lack of a strong hot marketing channels.Product promotion is relatively single,the market response is mediocre,these problems urgently need to be solved.Beginning with an analysis of M Resort’s marketing environment,the paper delves into the macro marketing environment from four distinct perspectives: political,economic,social and technological,as well as the micro marketing environment from consumers and rivals.SWOT analysis is employed to elucidate the strengths,weaknesses,opportunities and threats of M Resort B&B products.The study was based on an internal interview and questionnaire survey,with an analysis of M resort products,prices,promotions,channels,personnel,tangible display,process management,a comprehensive comprehension of the resort’s business status and potential issues,combined with STP and 7P marketing strategy,and the creation of a suitable M resort tourism B&B marketing mix strategy,as well as the implementation of corresponding marketing program security measures.