Research On The Marketing Strategy Of Q Chain Boutique Hotel In The New Media Environment

With the development of mobile Internet,communication has gradually entered the era of new media,and new media communication channels have become complex and diversified.A variety of media are increasingly deeply exposed to every aspect of people’s life,but also subtly changing people’s consumption habits.The new media represented by Wechat,Tik Tok and Little Red Book have become the mainstream traffic entry of mobile terminal.More hotels are also developing new media for marketing on the basis of traditional marketing media.While the COVID-19 pandemic has dealt a heavy blow to the travel industry,some hotels have found opportunities in the face of adversity to boost their earnings through new media traffic.Q Hotel is an urban humanistic chain boutique hotel.This paper discusses how Q hotel adjusts its marketing strategy to deal with the problems of declining occupancy rate and single profit structure under the complex and diverse new media environment,and opens up new customer market to meet consumer demand,and wins a larger customer market to improve the overall revenue of the hotel.In this paper,Q hotel as the research object,through the way of questionnaire survey combined with the hotel during the epidemic in the face of the overall flow decline,the original marketing means can not cope with the current situation of the market environment,the Q hotel marketing problems are in-depth analysis.On the basis of analyzing the macro and micro environment of Q hotel and SWOT strategy,the marketing environment of Q hotel is clarified.Based on ISMAS model,starting from stimulating interest and triggering consumers’ search,it emphasizes the role of word-of-mouth in consumers’ decision making,and completes a complete consumption cycle by means of sharing.The research finds that Q hotel has problems such as boring publicity content and single word-of-mouth construction channel.Based on the marketing perspective under the new media environment,a set of Q hotel marketing strategy is constructed to effectively solve the practical problems of the hotel,help the hotel find the right marketing means,increase the interaction between the hotel and customers,increase customer stickiness,and expand the hotel brand value.And then pull the overall benefit of the hotel.This paper is based on ISMAS model,and the correlation study of the five dimensions of the theoretical model after the development of marketing strategy.The marketing strategy is not the subversion of the existing marketing channels,but the optimization of the original marketing channels,and with the help of part of the new media to open up new customer market to increase the hotel revenue.The marketing methods of hotel industry combined with new media are still in the exploratory stage.It is expected that this study can provide some references for the marketing work of hotel peers.