Study On Strategies Of Hotel Marketing Based On Customer Loyalty

Customer loyalty has important realistic significance for the survival of the hotel. And successfully customer retention is of vital importance for its sustainable development. Many hotels have realized the important role of customer loyalty, but couldn't find an effective way to develop and maintain customers.With customer's consumption concept advancing toward maturity, customer retention for hotel will become more and more difficult. Therefore, there is an urgent need to explore the driving factor of customer loyalty and retain customers through effective marketing system work.On account of the current vacancies in this research field, hotel marketing is thoroughly discussed from the perspective of customer loyalty through the method of literature review, theoretical analysis and Case analysis in this article. First of all, the concept of hotel customer loyalty has been defined and the value of customer loyalty for hotel has been explored. Hotel customer loyalty is driven by customer value, customer satisfaction and customer relationship. And the artical points out that service marketing is an important channel for customer loyalty. Secondly, the article discusses the hotel service,as well as the connotation of hotel service marketing, and analyses the current situation and the hotel marketing problems, in order to put forward Suggestions pertinently. Thirdly, a unique hotel services marketing integration management framework has been put forward from the perspective of enhancing customer loyalty. Hotel marketing should be carried out guided by customer loyalty , integrates internal, external and relationship marketing, takes advantage of information technology. Specific marketing strategies can be carried out from the outside marketing, internal marketing and interactive marketing. Finally, this theory applied to speed the marketing practice of HZ hotel in order to seek a new value guidance and treatment regimen for hotel service marketing development and customer loyalty cultivation.