Research On Precision Marketing Strategy For Wanhua International Hotel Hangzhou

With the deepening of China's reform and opening up,China's economy has developed rapidly,the living standards of people's living standards have promoted the rapid development of the tourism industry,the hotel industry is also rising.China hotel industry's cake has attracted international group brand hotel,which is a great challenge for China's hotel industry.In such a market environment,the domestic hotel business if still take the traditional development of the old,in the market,the survival of the fittest is bound to face the market is occupied by the difficult situation.Therefore,the continuous improvement of the marketing strategy is one of the important strategies in the hotel market,and precision marketing is one of the effective ways of marketing strategy.In the continuous development of the computer technology under the background of the times,people with more convenient use of the network to obtain data,and these data obtained,has become an important channel of hotel enterprises to obtain consumer information.Therefore,the development of precision marketing strategy,combined with the development of modern information technology,to learn the needs of customers,has become the key to the implementation of precision marketing.Because,this paper takes Zhejiang Wanhua hotel as a case study,combined with the theory of precision marketing,in which the objective analysis of the hotel industry background,have the advantages and disadvantages of the basis,through the analysis and mining of the data,to find the Discovery Inn Hotel and the customer's actual needs,and thus targeted to develop precise marketing strategy accordingly,so as to further enhance the competitiveness of the hotel industry in Wanhua hotel.Through this study,can be achieved mainly in two aspects,from the practical point of view,through precision marketing theory,the present situation and the marketing strategy of the hotel Wanhua is analysed thoroughly and objectively,and puts forward the countermeasures to perfect marketing strategy,it can fundamentally change the Wanhua hotel marketing on the vulnerable,so as to promote the rapid development of Wanhua hotel;from the theoretical sense,this paper uses the precision marketing theory,SWOT analysis and so on,and analysis of these theories is the case with combination of the Wanhua Hotel,through the case to further enrich the connotation of the combination of practice theory.Is of great significance to enhance the application of precision marketing theory.