Study On DT Hotel’s Precision Marketing Strategy

As the development of economic and tourism, hotel industry is developing moreand more rapidly with the support of national policies. A blowout emerge in thequantity of Star hotel last several years when the international brand hotel groupsettled forcibly in china. With the completion is intense increasingly, traditional hotelmarketing has been threatened and the business model has been changed because ofthe overturn of thinking. Customers’ needs are changing constantly with theimprovement of living standard and the diversification of economic.As the advancement of computer technology and the popularity of network,people’s consumption and demand can be analyzed and speculated based on the datatrack. The key of precision marketing is how to synchronize the updated informationand extract marketing value of data.Take DT hotel for study based on marketing theory, and point out the hotelmarketing problem according to the hotel macro and micro environment analysis. UseSWOT analysis method and take consumers’ demands as the starting point to decidethe hotel’s target market segments and market position. In the times of big data, it’simportant to value the data of the consumer information and to make DT hotelprecision marketing strategy combined the database-based precision marketing withweb-based precision marketing. This paper is divided into six chapters, the firstchapter describes the research background and significance; the second chapterinvolves marketing theory based on the precision marketing illustrates, in the thirdchapter, from the inside out various environment on the hotel are analyzed, and theuse of the SWOT method to analysis the advantages and disadvantages of DT Hoteland face opportunities and threats. In the fourth chapter the DT hotel to makeprecision marketing strategy corresponding to subdivide the accurate marketpositioning. As to make the precision marketing strategy develop and operate smoothly andwell, some important safeguards, like customer relationship management anddatabase improvement etc., are proposed in the fifth chapter. The article also pointsout the limitations and imperfect of existing research and hope there is some help ofthe article to guide the precision marketing strategy making in theory and in practice.