Study On Optimization Of Digital Marketing Strategy Of Hainan A Hotel

The continuous promotion of the construction of the international tourism island in the context of Hainan free trade port has brought unprecedented development opportunities for Hainan’s tourism industry,and injected new vitality into the sustainable development of Hainan’s hotel industry.At the same time,as China’s hotel industry enters a period of accelerated digital development,building a new digital experience has become an important exit to stand out and enhance the core competitiveness of differentiation.Hainan A Hotel,the only luxury business and leisure resort amphibious hotel with mountain,river and sea views in Sanya,has also adopted a series of digital marketing strategies to cope with the complex and changing market environment and improve the operational efficiency of the hotel.However,due to the high product homogeneity and lack of digital capability,the hotel development is stagnant and bottlenecked.In this paper,we will develop a digital marketing strategy that is in line with the development of Hainan A Hotel after a series of analysis.This paper takes Hainan A Hotel as the research object,and firstly discusses in detail the relevant research results of digital marketing,and analyzes the development status of its current digital marketing strategy combined with the 7Ps theory.Based on the existing literature on hotel digital marketing,using the interview method,questionnaire survey method and other scientific methods,combined with the specific situation of Hainan A Hotel digital marketing,Hainan A Hotel digital marketing strategy existing problems:online mall product single,pricing solidification,digital marketing channel management improper,promotion lack of target,marketing staff and customer connection is not enough,digital tangible The digital marketing channels are not properly managed,the promotions are not targeted,the marketing staff is not connected to the customers,the digital tangible display is not enough,and lack of scientific and reasonable service feedback mechanism.Secondly,a series of analysis methods such as PEST analysis,Porter’s five forces model and SWOT are used to analyze the marketing environment and the strengths and weaknesses of the hotel.In combination with the existing problems,we propose corresponding optimization strategies: constructing product portfolio based on customer demand analysis and recommending personalized products based on user profile analysis,dynamic pricing and differential pricing,optimizing hotel direct marketing channels and strengthening new media marketing efforts,formulating accurate promotion programs and digital media advertising,establishing hotel customer relationship management and improving digital marketing talent capabilities,introducing digital intelligent devices and building hotel information distribution system,and establishing hotel customer relationship management and improving digital marketing talent capabilities.and building hotel information distribution system,establishing customer interaction,creating service closed loop and establishing service feedback control mechanism.Finally,specific guarantee measures are also proposed in terms of organization,capital,manpower and technology.It is hoped that the research in this paper will help Hainan A Hotel optimize its digital marketing strategy and improve its operational efficiency,and provide reference and meaning for other hotels in Hainan.