Research On The Marketing Strategy Optimization Of Wuhan XY Home Stay

Home stay is a newly emerging tourism format in the tourism market in recent years,which allows tourists to experience local characteristics.In recent years,home stay has developed rapidly.At the theoretical level,domestic research on homestays focuses on rural homestays,tourism homestays,and high-end homestays with a certain brand awareness,while research on urban homestays is relatively small;At the practical level,there are significant differences in the operating conditions of urban homestays,and there is a significant gap in their marketing level compared to urban hotels in the same location.Based on this,the paper intends to explore the marketing issues existing in the operation process of urban homestay,and analyze the constraints on the development of the urban homestay industry.This study has certain practical significance for improving the operational performance and strategic optimization of urban homestay.This article takes Wuhan XY Home Inn as the case study object,analyzes the macro and micro environment faced by XY Home Inn using the PEST model and Porter’s Five Forces model,analyzes the market segmentation and positioning of XY Home Inn using the STP theoretical framework,analyzes the current situation and problems of Wuhan XY Home Inn’s marketing strategy using the 4P marketing theory,and proposes suggestions for optimizing the marketing strategy of the case company.The following conclusions are drawn from the study:(1)The overall macroeconomic environment faced by Wuhan XY homestay is improving,the tourism economy is gradually recovering,there is policy support for the homestay industry,and the social and technological environment are conducive to the development of the homestay industry;However,the overall micro-environment is challenging.(2)The target customer group of Wuhan XY homestay is office workers aged between 18 and 38,mainly staying for couples.Based on the STP positioning theory,the homestay is positioned as a butler type service with high-quality cost-effective homestay.(3)There are four problems in the marketing strategy of Wuhan XY home stay: a single home stay product and a lack of experience characteristics,a lack of scientific pricing system,inadequate marketing channel construction,a lack of hierarchy in promotion channels.(4)In terms of products,Wuhan XY homestay should develop characteristic room types to meet customer needs,improve service quality,create experience characteristics,and establish brand awareness of operation;In terms of price,differentiated pricing should be implemented according to product positioning,and pricing should be implemented in light and peak seasons according to market environment;In terms of channels,it is necessary to increase online OTA platform distribution channels,expand self-media marketing channels,and develop offline marketing channels;In terms of promotion,member promotion,cooperation between different industries,and joint promotion should be carried out.This article,through a case study of Wuhan XY homestay,provides a valuable marketing strategy optimization plan for the same type of middle and low end urban homestay,and also provides some reference and reference for the transformation,upgrading,and benign development of the homestay industry.