Research On Optimizing The Marketing Strategy Of Nanchang YX Hotel

At the end of 2019,the COVID-19 broke out and the hotel industry was greatly impacted.Compared with chain hotels,single hotels were more seriously affected.Among the closed hotels,single hotels accounted for 98%.Like other single hotels,the COVID-19 has led to a sharp decline in the turnover of Nanchang YX Hotel,which has become increasingly difficult to operate.How to adjust marketing strategies,improve hotel occupancy rates and risk resistance is the primary issue that YX Hotel is currently facing.This article takes Nanchang YX Hotel as the research object,and based on the relevant marketing theories,conducts a study on marketing strategy optimization.Firstly,the macro and micro environments of the hotel were analyzed;Secondly,based on the current marketing situation of the hotel and combined with research,an analysis of the problems and reasons was conducted.The research results indicate that hotel products are single and severely homogenized,with pricing oriented towards competition and a lack of price adjustment mechanisms.Sales channels heavily rely on OTA platforms,and advertising stops at the store.The reason is that the hotel lacks a clear centralized strategy,a single target market,neglects time and money factors,is not customer-oriented,and lacks proactive marketing concepts.In response to the above issues and reasons,this article designs a marketing strategy optimization plan for hotels based on the 4P theory.In terms of products,based on the previous occupancy rate data of the hotel,some rooms will be changed to monthly rental rooms,while the layout of other rooms will be changed to three categories: esports rooms,business rooms,and economy rooms.Breakfast services will be abolished and replaced with pick-up and drop off services,while potential target market demand services will be added.In terms of pricing,the pricing method has changed from competition oriented to demand oriented,with pricing based on customer classification and price adjustment based on changes in occupancy volume.In terms of channels,increase the presence of OTA platforms,cultivate campus consignment sales,and develop corporate customers.In terms of promotion,cultivate opinion leaders,collaborate with surrounding merchants,and promote the hotel.To ensure the implementation of marketing strategy optimization plans,hotels should adjust their organizational structure,arrange special funds and equipment,and strengthen the construction of talent teams.