Research On Marketing Strategy Optimization Of XG Resort Hotel

The 2022 China Tourism Vacation Development Report points out that tourism with leisure and vacation as the main purpose has become the main choice of tourism consumers in the new era.Resort hotels,as an important part of leisure and vacation tourism,are an important growth point for tourism development.Along with the people’s growing need for a better life and the upgrading of the consumption structure of the tourism market,resort hotels need to continuously improve their marketing strategies to enhance the attractiveness of the hotels and meet the growing demand of leisure and vacation of the new era travelers.This study selects XG resort hotel in Lu’an resort area as the research object,comprehensively uses literature research,questionnaire survey,interview and other research methods,based on 7Ps marketing theory and PEST analysis framework,Porter’s five forces model,SWOT analysis on XG resort hotel’s marketing status and environment and in the product,price,channel,promotion,internal and external personnel relationship management and other aspects of the existence of The problems and reasons are analyzed in depth.In view of the problems and causes,this paper redefines the target market and market segmentation of XG Resort Hotel by using STP marketing strategy positioning,and proposes the optimization of XG Resort Hotel’s marketing strategy in a targeted manner,including anchoring target customers and making efforts to build special products,exploring flexible pricing mechanism targeting demand differences,continuously developing high-quality marketing channels,actively carrying out diversified promotion strategies,optimizing Internal and external personnel relationship management strategy,enhance the tangible display to convey service value and create a refined service process.In order to guarantee the implementation of marketing strategies,this paper puts forward the guarantee measures of promoting the information construction of hotels,establishing a reasonable performance assessment mechanism,constructing a marketing process management system,and accelerating the construction of an all-area tourism support system.This paper aims to enrich the research results of marketing strategy of resort-type hotels and put forward strategic suggestions for reference to promote the high-quality development of leisure resort hotels.