Research On Marketing Strategy Of X Company’s Yellow River Three Bays Healthy Type Homestay Project

With the rapid development of Chinese society and economy,the purchasing power and consumption structure of the residents are gradually upgraded,and the consumption demand also presents diversified and multi-level.The growth of tourism consumption demand,the aggravation of the aging of population structure,the increasing number of young and middle-aged people with sub-health and the advent of the post-epidemic era all drive the rise of tourism with health and experience as the main demand characteristics,and the development of health and home-stay derived.Gansu X Cultural Tourism Industry Development Co.,LTD.(hereinafter referred to as "X Company")is a small and diversified cultural tourism enterprise with a relatively short history and a wide range of business.The outbreak of COVID-19 epidemic has hit the company’s travel-related business hard.At the beginning of 2022,the company fully started to implement the Weijiapo Pier,which is located in the Yellow River Three Bays Lakeside leisure resort,Yongjing County,Gansu Province.In order to enable X company to create its own core competitiveness of the Yellow River three bays healthy type homestay to gain more market share,It is the focus of this thesis to develop a multi-dimensional marketing strategy system that integrates "food,accommodation,travel and play" as one of the industrial chain product coordination,differentiated pricing of demand,multi-channel brand construction,diversified promotion means,quality assurance of service team and service experience process from a full perspective under the differentiation strategy.In this thesis,through the market questionnaire survey of the potential consumer groups of healthy B&B and in-depth interviews of some key potential consumers,the tourism accommodation demand of potential consumer groups and its influencing factors are accurately analyzed,and PEST analysis and Porter’s five Forces model are used to analyze the macro environment and competitive environment of the healthy B&B of X Company.Define the functional design positioning of X Company’s B&B products and services,preliminarily form a portrait of potential consumers,and apply STP theory and 7P theory to develop marketing strategies for X Company’s B&B.The thesis is divided into seven parts by the research logic of raising,analyzing,solving and summarizing problems.In the post-COVID-19 era,how to improve the comprehensive accommodation experience of tourism consumers with health needs,establish brand image for X Company’s B&B,and create core competitiveness to obtain a larger market living space is the research significance of this paper.The research results of the paper provide certain guidance and practical reference for the development of other relevant businesses of the company.In addition,the research results of this paper will also provide certain inspiration and reference for the industry of similar homestay business marketing strategy formulation and innovation.