Beijing Five-star Hotel Online And Offline (O2O) Marketing Mix Strategy Research

Nowadays, according to the development of internet technology and the application of intelligent mobile phone, it is possible that people can buy anything by electronic commerce at anytime and anywhere. Commodity trading has been pushed from offline to online because of the trading convenience. Consequently, more and more companies discover and comply with this business trend, they catch customer`s attention by online marketing, they ensure the deal by electronic payment system.Since 2011, the number of tourists arriving in Beijing has been increased, but the profit of Beijing five stars hotel has been decreased yearly. Meanwhile, there are a lot of problems in the traditional marketing strategy of Beijing five stars hotel, such as the high occupation of resources, the low efficiency of work, the high cost of operation. So, it is very important to find a new strategy to solve the problems and improve the profit.This article is based on the actual marketing work of Beijing five stars hotel, find and analyze the problems, establish the online marketing system which is targeted on the consumer demand, carry out eight marketing strategies and evaluate the implementation effect. The article proves that hotels can save cost and increase profit by using online to offline marketing strategy. In the strategy implementation process, the management of hotel have to pay more attention on service, and make online to offline marketing strategy be a helpful supplement for relationship and service marketing. The result of this study is expected to help some Beijing five stars hotels that want to do online to offline marketing, Moreover, it is a reference for other hotels marketing operation.