Research On The Marketing Strategy Of Q Brand Economy Hotels In Guiyan

With the development of China’s accommodation industry,the improvement of residents’ quality of life and the rise of the middle class,people’s travel consumption is getting higher.At the same time,consumption upgrading has driven the rapid development of limited service mid-range hotels,crowding out the economy hotel market,making economy hotels lose a large number of customers,coupled with many problems exposed by economy hotels themselves,resulting in their profit space being greatly squeezed.In the face of the rise of the mid-range hotel market and the many problems exposed by economy hotels themselves,how to innovate or optimize marketing strategies has become the key to the sustainable development of economy hotels.This study takes Q brand economy hotels in Guiyang as the research object,reviews the relevant research theories of domestic and foreign scholars,and elaborates the characteristics of economy hotels and the related theories and tools of PEST,Porter’s Five Forces Model,STP and 4Vs.Firstly,the PEST and Porter’s Five Forces Model are used to comprehensively analyze the macro environment and industry environment of the hotel.It is learned that although the Q brand economy hotel in Guiyang region has a good macro development environment,the hotel’s conditions cannot meet the needs of consumers in the current environment,and the hotel needs to pay more attention to the market impact of the same type of hotel and limited service mid-range hotel substitutes in the industry environment.Secondly,from the perspective of consumers,the current situation of Q brand economy hotel marketing in Guiyang was analyzed by questionnaire survey.Through interviews with managers at all levels of the hotel,there exist some problems.For instance,hotel room types are not rich,and its brand image publicity is not in place.Hotel facilities and equipment aging serious,product and service function is relatively single.The service level of the staff is low and the awareness of active service is weak.What’s more,hotel customer relationship maintenance is insufficient,and consumer brand loyalty is not high.Finally,based on STP theory,the author repositions the market of Q brand economy hotel in Guiyang region in view of the existing problems of the hotel,and optimizes its marketing strategies from four aspects,including differentiation,functional flexibility,added value and resonance.The author expects that this paper can help the Q brand economy hotel improve their marketing management level,enhance their business performance,and help them maintain a good competitive advantage in the future development.