Study On The Marketing Strategy Of The Taiyuan YADUO Hotel

With the continuous development of economy, people have higher power of consumption and higher requirement for personal life, which drives the continued growth of tourism. These are the external advantages for the development of hotel industry. However, from the perspective of hotel’s internality, there are still many problems in marketing strategy of Taiyuan Atour hotel, such as single means, the lack of personalization, inaccurate market positioning, which restrict the rapid development of the Hotel. The paper is based on those above problems to launch study.First of all, the paper conducts SWOT analysis on the internal and external environment of Taiyuan Atour Hotel, argues the advantages for its development outweigh the disadvantages and the hotel faces more opportunities than threats. The paper also draw the conclusion that the hotel is facing a rare development opportunity, yet there are also many problems especially in marketing strategy. Secondly, using STP analysis method, combined with the current “eight pieces of provision”, “six pieces of ban”, and “rectification of the four undesirable work style” of the Party Central Committee, the paper eventually positions its tourist market as primary protocol market and complementary individual travelers market according to its actual situation. Protocol market mainly includes the travel agency protocol market and the market of some long-term partners. Finally, based on hotel’s problems in marketing strategy, the paper puts forward to 7P marketing strategies, mainly including the differentiation of product and service characteristics, comprehensive use of psychological pricing and differential pricing, the strengthening of the network marketing and new media marketing, valuing on the staff’s career planning and lives, color and service display, and the implementation of cost control.Hotel industry cannot keep a foothold in competitive market environment unless it has clear market positioning and is supplemented by differentiation marketing strategy. The research of the paper can promote the business expansion and efficiency growth of Taiyuan Atour Hotel to certain extent and it also has a certain reference value for the market positioning and marketing strategy formulation of China’s hotel industry business.