The Marketing Strategy Research Of ANJI Skyland 1168 Starry Sky Astronomy Hotel

The development of tourism is greatly affected by the climate and environment,with obvious seasonal characteristics,which brings great challenges to the development of tourism enterprises.Affected by the COVID-19,the tourism industry is generally struggling to survive.How to solve the problem of off-season marketing,find a stable customer source and establish a stable customer relationship is an inevitable problem for tourism enterprises.As an important part of the tourism industry,the hotel industry is also like this.It can be said that it is difficult to become a famous hotel with strong competitiveness and sustainable development without properly handling the off-season problem.In this thesis,the information of hotel and tourism industry is collected and sorted out in the marketing strategy and literature of hotel light and peak seasons,and the comprehensive analysis and summary of hotel light and peak seasons,internal and external environment and survival of the fittest are combined with the4 V marketing theory.Secondly,by means of questionnaire survey,data comparison and other methods,further design and implement the hotel marketing activities,and formulate the marketing strategies that the hotel can adopt.By analyzing the target market of the hotel,it is clear that the subsequent positioning of the hotel is a resort hotel based on the theme of "people+atmosphere",combining professional quality with targeted service.High quality holiday customers and small and medium-sized company groups are established as the main customer source market,and the annual business customer conference and hotel self operated special price package are used as the supplementary customer source of the hotel.As one of the hotels with the highest correlation with scenic spots,resort hotels,although numerous in number,are one of the most common single hotels in China due to their limited scale and capital.The 1168 Star Sky Hotel studied in this thesis is a member of the resort hotel industry.The first characteristic of resort hotels is labor-intensive industry,which requires a large number of front-line tourist service personnel;Second,due to the low level of knowledge in the hotel industry,the overall level of personnel is at a lower level,and the number of senior talents engaged in this industry is relatively small,and the overall development is limited,which leads to a very serious imbalance of human resources in the low and peak seasons of tourism.Based on the above analysis,we will analyze the customer demand in the theory and questionnaire survey,understand the implementation of the hotel’s marketing strategy from the perspective of hotel products,pricing and channels based on the 4V marketing theory and strategy,and integrate the above marketing activities to improve the development of the hotel’s operating efficiency.This thesis believes that,in terms of resort hotel products,customer experience and experience are more important.Through continuous updating of product facilities,upgrading of product transformation and upgrading,and broadening of marketing channels,we can gain customer growth and retention.Through the research on the marketing of 1168 Starry Sky Hotel in the low and peak seasons,this thesis obtains the marketing strategies that can be implemented in resort scenic spots and provides more reference for the development of such hotels.