A Study On Marketing Strategy Of Guangzhou KXG Hotel

In recent years,residents’ work and life pressure has been increasing,and everyone’s desire for leisure time has become more intense.Most people hope that leisure travel can relieve the pressure.China’s hotel industry has developed rapidly,and the hotel market investment is very hot.Driven by the development needs of the times and the dual drive of Internet technology,the rapid development of the digital economy has had a great impact on various industries and has a wide range of radiation.The core strength of competitive advantage.Various hotel groups,brand chains and other types of hotels are emerging all over the country.Driven by the development needs of the times and Internet technology,China’s hotel industry is facing industrial transformation and upgrading,and hotel collectivization,chaining and quality become the development trend.The hotel group is very abundant in management,technology,service and capital.It can rapidly expand its scale,establish its brand and has strong competitive advantages.Chain brands involve a wide range of regions and have a large number of consumers.However,the homogenization of the product positioning of individual hotels is serious,and the innovation ability of hotel service products is weak.In the process of transformation and upgrading,individual hotels are faced with severe internal and external challenges and threats.If they want to stand out in the fierce competition in the hotel industry,they must adjust their business models and optimize their marketing strategies.This paper takes Guangzhou KXG Hotel as an example.Under the influence of the central government’s eight regulations and six prohibitions and the COVID-19,this paper expounds the theories of service,service marketing,STP marketing strategy,PEST analysis,etc.Through literature review,RFM analysis,field survey and questionnaire survey,this paper analyzes the current marketing situation of Guangzhou KXG Hotel,and puts forward the problems in the 7P marketing process of the hotel,The PEST analysis method and STP marketing strategy analysis method were used to analyze the current business environment of the hotel.Combining Internet and digital marketing technologies,the corresponding hotel marketing strategy was proposed to help the hotel embrace digitalization,open a new era of smart hotels,intelligentize services and upgrade products,actively apply modern Internet technology,optimize products,improve services and effectively depict customer portraits through big data analysis,Help KXG Hotel to carry out precision marketing and strengthen market competitive advantage.