Research On The Marketing Strategy Optimization Of The X Lodgings At Lushan West Sea

With the rapid development of economy and society,tourism has increasingly become an important part of people’s spiritual life,As a new form of Chinese Tourism,homestay become a platform for scenic spots to receive tourists,It has also become a window for scenic area to show human geography,However,with the rapid development,there are also been problems of homogenization,internalization,and low quality of homestay products,Its unsystematic and lax management and marketing level has led to serious polarization of homestay industry and low overall profitability.Lushan West Sea,including the Buddhist resort Yunju Mountain and the natural beauty of Lushan West Sea,was appraised as 5A Scenic spot in December 2020,X homestay is one of the earliest established boutique homestays in The West Sea of Lu Shan Mountain,with development mode,scale and marketing mode are representative,This thesis on the background and significance of the topic,summarizes and analyzes the research results of home and abroad,and proposes the research content and methods,The related concepts of this thesis are explained one by one,which lays a theoretical foundation for the whole thesis,Starting from seven aspects of the 7Ps marketing mix theory,this thesis systematically analyzes the marketing strategies currently used by X Home Inn,clarifying the current marketing situation of X Home Inn;Through questionnaire surveys and interviews,seven problems in the marketing of X homestay were identified,including insufficient variety of service products,unscientific room pricing,insufficient expansion of marketing channels,insufficient accuracy in promotional activities,insufficient strict personnel management,inadequate service presentation,and insufficient refinement in process management,This thesis uses the Porter Five Forces analysis model was used to analyze the industry environment and it is concluded that the increasing competition within the industry and the threat of substitutes in the hotel industry have also brought great challenges,Based on the above analysis and using the STP theory,it is proposed to target the middle class,middle-aged and young people as the main target market,pay attention to the secondary market of group passengers,and continuously develop family passengers market;According to the seven elements of the 7Ps marketing mix theory,the optimization proposals are put forward one by one for products,prices,marketing channels,promotion methods,personnel management,service display,and process control.The research in this article is applicable to the actual marketing activities of Lushan West Sea X homestay,This thesis puts forward specific methods and measures to enhance marketing,At the same time,it also has a certain reference and inspiration to the homestay in Lushan West Sea and other regions.