Research On Service Marketing Strategy Of Hotel A

In December 2022,the COVID-19 prevention and control policy that has lasted for three years in China ushered in a major adjustment,and China’s national economy ushered in a stable recovery stage.In the post epidemic era,the hotel industry must change its business philosophy and adjust its business strategies in order to better respond to market changes in the post epidemic era.In order to achieve long-term and high-quality development,the hotel industry should be alert to the long-term coexistence of human and COVID-19 caused by the variation of COVID-19 in the context of the COVID-19 control.Therefore,in order for hotels to achieve sustainable development,they must continuously improve and optimize their service marketing strategies,and continuously enhance their core competitiveness.This paper takes the COVID-19 as the research background,studies the service marketing strategy of Hotel A,analyzes its problems in marketing,and proposes targeted optimization measures for service marketing strategy design,so that Hotel A can achieve long-term high-quality development.In order to achieve the above research objectives,this article first uses literature research methods to analyze the marketing environment of Hotel A from the perspectives of macro environment analysis,micro environment analysis,and SWOT analysis;Secondly,a questionnaire survey method was used to investigate and analyze consumers.From the perspective of the 7P marketing strategy,it was found that the problems of Hotel A mainly manifested in the lack of coordination in products,some defects in services,inflexible pricing,lack of attractiveness in promotions,overly traditional offline marketing channels,insufficient development of online sales channels,single new media marketing channels,and inadequate maintenance of personnel relationships Low efficiency of service process collaboration and insufficient transmission of tangible display value;Then,based on market positioning analysis,the target segmented market of Hotel A is adjusted to mainly focus on leisure and vacation individual customers,government customers,and business customers.In response to the identified problems,a service marketing strategy design combination is proposed with seven main contents:product strategy,price strategy,promotion strategy,channel strategy,personnel strategy,service process strategy,and tangible display strategy;Finally,four guarantee strategies were proposed,including relying on big data to carry out marketing work,implementing the concept of full staff marketing,strengthening the construction of marketing teams,and preventing and managing marketing risks.In the context of the COVID-19,the study of hotel service marketing strategies is of great significance for improving hotel competitiveness,promoting efficient operation and continuous development of hotels.Although the COVID-19 has had a great impact on the whole market,with the support of national policies,China’s economy is recovering steadily in the post epidemic era,and hotel A still has great development opportunities driven by domestic demand.