Research On Sanya High Star Resorts Relationship Marketing Strategy, Basing On The Model Of The Six Markets Of Ralationgship Marktting

With the development of the world economy, the cost of time and money people spend on touring have decreased relatively, thus more and more tourists going to Sanya for holidays, bring a lot of customers to the local high star resorts. However, Sanya’s unique climate characteristics and other factors lead to a series of problems of these resorts, like great disparity in tourist season. The traditional marketing concept and strategy has couldn’t to solve these problems but bring relationship marketing and innovative strategies in the round can help. This paper mainly researched on the the theory and improved model of relationship marketing in an innovative way, analysing the current marketing situation and problems of Sanya high-star resorts Comprehensively and thoroughly, giving some suggestions on innovative marketing strategies for enlightening. As follows are the six main parts of what this paper included.The first part is introduction, mainly elaborate on research background, research purpose and significance, research methods and relative concepts and theories involved, as well as draft technology roadmap.The second part is about the research on Literature Review of relationship marketing strategy.The third part gave a theoretical and empirical analysis of current marketing situation and problems, discussing the necessity of Implementing of relationship marketing strategies.The forth part discussed the necessity of innovating on relationship marketing strategy based on the analyses on the present situation of relationship marketing in sanya high star resorts.The fifth part gave a innovative research on the relationship marketing strategy analysis model for hotel, mainly improved the model of THE SIX MARKETS OF RALATIONGSHIP MARKTTING, then applying it into the analysis of the corresponding SIX MARKET of sanya high star resorts.The sixth part gave some suggestions on innovative relationship marketing strategies for enlightening by comparing traditional relationship marketing.The seventh part is conclusion.