Study On Digital Marketing Strategy Optimization Of X Hotel Under The Background Of New Retail

With the high-quality development of socio-economic and scientific technology,the integration of online and offline "new retail" models has brought companies unlimited business opportunities and many challenges.Under the background of new retail,the consumer behavior and consumption habits of the public are rapidly migrating from offline to online.How to quickly adapt to the change and realize the marketing expansion of the online market for products,market marketing management is particularly important.At the end of 2022,the national control level of COVID-19 will be lowered,consumers’ pent up travel demand and catering demand will expand rapidly,and the hotel industry will also usher in the long-awaited "blowout" income growth.In the context of new retail,how individual hotels can ride the fast train of the digital economy,take advantage of the dividends of the big data era,grab as much market share as quickly as possible,and recover quickly is largely related to the formulation and implementation of digital marketing strategies for individual hotels.Regarding the research object of this article,X Hotel,based on my 9 years of marketing experience and 4 years of hotel marketing experience,the author conducts research on X Hotel’s current digital marketing strategy from three aspects:theoretical analysis,current situation analysis,and comparative analysis.Combined with data feedback from the hotel’s backend,the author combines literature analysis,on-site investigation and interview,case analysis,and comparative research methods,conducts specific research and analysis on X Hotel’s digital marketing strategy,and proposes optimization suggestions.After research,it was found that the digital marketing strategy and execution of X Hotel may seem complete,but in reality,there are marketing pain points worth exploring in terms of marketing channels,marketing forms,marketing content and marketing frequency.For example,in the daily promotion,using a relatively single marketing channel,ignoring the actual needs of consumers and blindly promoting activities or promotions,neglecting the innovation of promotional content on social media,resulting in account "deactivation",low frequency or frequent stages of marketing activity push,etc.In order to solve the practical problems in the channels,forms,content and frequency of digital marketing in X Hotel,and optimize marketing strategies,the author conducted interviews with senior hotel practitioners,and combined with domestic and foreign scholars’ trend analysis and strategic suggestions on digital marketing,put forward the following four suggestions for X Hotel’s digital marketing: First,it is recommended to use a multi-platform self-media matrix and conduct orderly operation and management to help increase exposure;Second,adopt more diverse marketing forms to enhance fan stickiness and alleviate audience information fatigue;Third,effectively develop personalized marketing content tailored to the actual needs of the audience to increase sales;The fourth is to appropriately increase marketing frequency,increase product exposure and obtain more conversion opportunities.