Research On The Marketing Strategy Of Tianjin JZ Hotel Guest Room After The Age Of The Epidemic

In recent years,we have entered the age of "Internet Plus",China’s comprehensive and economy has made rapid progress,people’s living standards continue to improve,people also have higher requirements for travel accommodation,such as the location of the hotel,hotel staff service quality,hotel occupancy experience and so on.These attendant high-quality pursuits,coupled with the homogenization and saturation of domestic hotels,make the hotel industry more competitive in the market.The sudden COVID-19 in 2020 has brought serious impacts and losses to the hotel industry.Therefore,the development of the hotel industry urgently needs hotels to develop a brand-new room marketing strategy,need to timely according to the current market changes,to find a suitable for the outbreak at the same time adapt to the market environment of the development path,can meet the high-quality needs of customers and long-term good development.This article takes Tianjin JZ Hotel as the object of the research,through comparative analysis of the changes in hotel room segmentation and revenue before and after the epidemic,and puts forward the problems in hotel room marketing.Based on related theories and previous scholars’ research results,the PEST method is used to analyze JZ.The hotel’s external environment changes before and after the epidemic,the hotel industry competitive environment was analyzed through the Porter Five Forces model,and then the hotel’s advantages and disadvantages,as well as the opportunities and threats faced by it,were analyzed in detail through the SWOT analysis method.Through the use of STP theory,the target market positioning and market segmentation of JZ Hotel under the influence of the epidemic were determined.The main target market of JZ Hotel was determined;respectively using 7P theory,the marketing strategy of JZ Hotel after the age of the epidemic has been formulated.Finally,in order to ensure the effective launch of guest room marketing strategies,it has proposed to promote brand building and market development,improve professional operation and talent allocation,establish a well-developed training and performance appraisal system,continue to strengthen the management of online reviews,improve guest room information and intelligence,optimize business processes and internal control management,Speed up the construction of smart hotels,create "non-contact" services,and actively respond to multiple safeguards such as media and emergencies.The research in this article will be applied to the marketing practice of Tianjin JZ hotel guest room products to provide marketing decision-making reference for the hotel.Overcome the impact of the epidemic to the hotel and improve marketing management,increase business performance,and gain a competitive advantage.Meanwhile,it is also a competitive advantage for similar boutique hotels.And also provides a certain reference to the marketing of guest rooms under the impact of the epidemic.