Research On The Marketing Strategy Of SLK Economy Hotel Based On 4V Theor

SLK Hotel in Shenyuan Town,Yuzhou City,located in Yuzhou City,Henan Province,is a typical tourist town economy hotel,established for more than seven years,Yuzhou City as a major tourism event in Henan Province,has unique tourism resources.Shenyuan Town is a thousand-year-old town,and the celadon culture has a long history.It has been rated as a tourism pilot town by the state and Henan Province,and in recent years,affected by the epidemic,the number of tourists has decreased,and after the epidemic has been released,the number of tourists has rebounded significantly.As an economy hotel,SLK Hotel Shenyuan Town in Yuzhou City has certain problems with its marketing strategy.That is,it has encountered the common problems of economic hotels and encountered many personal problems.Through the research of SLK Hotel in Shenyuan Town,Yuzhou City,it can not only reflect the operation problems of the hotel,but also reflect the common problems in the economical hotel industry,and provide a good reference for this type of hotel to formulate marketing strategies.This paper takes SLK Hotel Shengao Town in Yuzhou City as an example,adopts a variety of research methods to analyze its current marketing strategy,combines the internal and external environment of the hotel,finds the problems that lead to poor hotel marketing effects,and then combines the 4V marketing theory to give full consideration to each content in the hotel’s marketing strategy,and on this basis,analyzes the operation status of SLK Hotel in Shengao Town,Yuzhou City,finds out the marketing problems faced by the hotel,and targets the existing problems.According to the 4V marketing theory,the marketing strategy was optimized,with the aim of improving the brand value of the hotel and enhancing the comprehensive competitiveness of the hotel,and finally put forward targeted improvement measures,and formulated detailed guarantee work to ensure the smooth implementation of the marketing strategy optimization plan.Through on-site discussions and questionnaire surveys,it was found that SLK Hotel in Shenyuan Town,Yuzhou City,had serious problems such as product homogenization,weak service awareness of service personnel,lack of customer information database,low added value of the hotel,and single marketing channels.According to the 4V marketing theory,the hotel’s business strategy was optimized from four aspects.The first is to implement a product differentiation strategy,further clarify the needs of market segments by establishing a customer information database,optimize the existing service process,launch a series of characteristic services,and implement a differentiated pricing strategy.The second is to implement a functional flexibility strategy,improve the service awareness of service personnel,enrich the variety of dishes,and strengthen the performance incentive of employees.The third is the value-added strategy,which enhances the added value of the hotel through the innovation of products and services,shares the value of customers,and spreads the corporate culture of the hotel.The fourth is to implement a resonance strategy,where hotels put the actual needs of customers first,enhance customer participation,and create cultural and emotional resonance.