Research On Marketing Strategy Of Guilin MY Hotel

At the beginning of 2020,the outbreak of the novel coronavirus pandemic has caused significant impacts and losses on global health and economy.Undoubtedly,the tourism market and the hotel industry are the typical representatives of the severe impact of the epidemic.The tourism market has almost stalled,and the development of the hotel industry has also been reshuffled.The uncertainty of the epidemic caused consumers and hotel companies to have a "fear mentality".In addition,the domestic and international prevention and control measures caused a sharp decline in the number of tourists,and the hotel’s business revenue fell off the cliff.From 2021 to the second half of 2022,with the comprehensive vaccination of COVID-19 and the normalization of epidemic prevention policies,the epidemic situation in China is basically restored to stability.In the post-epidemic era,the needs of customers are also changing,and the travel and accommodation plans of consumers are still full of uncertainties.How should hotels adjust their marketing strategies quickly according to the situation and enhance their market competitiveness? It’s something every hotel needs to think about right now.In this paper,MY Hotel in Guilin as the research object,fully collect literature,through various ways to obtain the national and Guilin tourism and hotel market personnel,income data and other relevant information under the epidemic in recent years,study marketing theories,for the relevant theoretical research,analysis and use of tools to prepare.In the full investigation of MY hotel in Guilin,through the recent three years of room occupancy rate and operating income and other indicators data analysis,the hotel marketing environment from the macro marketing environment,competitive environment and micro environment to make a detailed analysis.And from the internal advantages and disadvantages of the hotel and the external environment of the opportunity and threat analysis,SWOT analysis matrix,through the market questionnaire survey and in-depth interview,found the problems in the hotel marketing.Based on STP theory,the market of MY Hotel in Guilin is clearly positioned.Through market segmentation of consumer types,regions and ages,the target market of the hotel is determined and positioned.That is to say,MY hotel in Guilin belongs to the high-end riverside resort hotel with high-quality service.Based on the 4P theory,it gives the marketing strategy mix of Guilin MY Hotel and puts forward the guarantee measures of the organization,talent,capital and system for the implementation of marketing strategy.This paper is based on the actual management of Guilin MY hotel research,has a certain practical guiding significance.I hope this can solve the current situation of MY hotel in Guilin,improve the hotel marketing management mode,so as to make the hotel get rapid development.At the same time,it is also expected that the research of this paper can have a certain reference for the same type of hotel in marketing management.