Research On Marketing Strategy Of Baxi Hotel

In December 2022,the State Council issued a new tenth article on epidemic prevention,announcing the start of the full liberalisation of the 3-year epidemic in China.In December 13 of the same year,the State Council trip code came down,marking the full liberalisation of China’s 3-year epidemic and ushering in a postepidemic era of relaxed policies.Benefiting from the relaxation of the epidemic policy in December 2022,residents’ travel demand recovered strongly and long-haul tours recovered rapidly.Tourism has led to a rapid recovery in the hotel industry,and the industry has ushered in a key year of recovery and prosperity.However,on the one hand,influenced by the upgrading of residents’ consumption,mid-to-high-end hotels have driven the market recovery with a faster recovery rate;chain brands have expanded and the chain rate has increased year by year;and competition has intensified within economic single-unit hotels.On the other hand,influenced by the three-year epidemic,the hotel industry has seen rapid development of contactless intelligent service technology,and consumers have higher requirements for quality of service,cost effectiveness of products and intelligence.Therefore,it is important to study the marketing strategies of single-unit hotels in the new marketing environment,aiming to be able to help small and medium-sized single-unit hotels,face up to the proposition of the times,improve hotel management,enhance hotel market competitiveness,maintain a competitive edge and improve hotel revenue.This paper takes Sanya Baxi Hotel as the research object,uses marketing research theories and marketing tools,combines the actual situation of hotel operation with marketing theoretical knowledge,analyses the current situation and problems of hotel marketing,develops a series of marketing mix strategies for the hotel,and implements safeguards.Firstly,with the help of 7Ps marketing theory tools,the current situation and problems of the seven key elements of hotel service marketing are analysed one by one;secondly,through internal and external environment analysis,the marketing matrix model of the hotel is clarified with the help of SWOT analysis tools,the strengths and weaknesses of the hotel are analysed,external opportunities and threats are identified,and the direction of the hotel WO marketing strategy is clarified;again,with the help of STP marketing theory,based on the market segmentation Finally,the seven aspects of the 7Ps theory are combined to make corresponding recommendations on the hotel’s marketing mix strategy,and measures are taken to ensure implementation in terms of personnel,organisation and system construction.It is hoped that the research results of this paper can be applied to the marketing work practice of Eight Happiness Hotel,providing reference for the development and selection of marketing strategies for economy-type single-unit hotels,helping economy-type single-unit hotels to improve their operation and management capabilities,achieve a competitive advantage and increase their operating income.It can also serve as a reference for other small and medium-sized single-unit hotels to develop their marketing work.