Research On The Product Marketing Optimization Strategy Of Homestay G Company In The Southern Region Of The Xinjiang Uygur Autonomous Region

After the 18 th National Congress of the Communist Party of China,the tourism industry has grown rapidly for many years.However,in 2020,the COVID-19 spread rapidly throughout China and even the world,and the tourism industry became one of the industries most affected by the epidemic.Accommodation reception,one of the three pillars of the tourism industry,has also suffered a heavy blow,and accommodation reception companies have begun to change their development path,adjust product marketing optimization strategies,and adapt to the new industry environment,in order to find a way to survive and develop in the post-epidemic era.This study first analyzes the overview of Company G and its business status,uses PEST analysis method,Porter’s five forces model and other tools to analyze the location conditions,macro environment and industry competition environment of Company G from multiple angles,and uses SWOT matrix to classify and analyze the advantages,disadvantages,opportunities and threats of its product marketing.Then,according to the actual situation and marketing environment of Company G,find out the six deficiencies in its product marketing:The service is superficial and does not "think what the customer thinks";Lack of scientific pricing and price solidification;Limited convenience services and insufficient service innovation;Customer interaction and immersive experience are difficult to achieve;Lack of timely insight into the market;The marketing channel is relatively single.Finally,according to the 6C marketing theory,appropriately combined with digital technology,based on the six dimensions of customer demand,customer cost,convenience,two-way communication,market changes,and market channels,the marketing optimization suggestions for Company G are put forward: Accurately meet the needs of customers;Reduce customer purchase costs in an all-round way;To provide more convenient services to customers;Pay attention to two-way interaction and communication with customers;Grasp market trends and keep up with development trends;Diversify and broaden marketing channels.At the same time,specific suggestions and measures are put forward for the marketing optimization suggestions of the above six dimensions.It hopes to help Homestay Company G improve its room sales performance,reverse the difficult situation of homestay operation,and regain healthy and sustainable development.At the same time,it is expected that this study can broaden the thinking of product marketing of homestay enterprises in western regions and ethnic areas in China.