Research On Marketing Strategy Of Conference Resort Hotel In West Lake Scenic Spot In Hangzhou Under The New Normal

After the 18 th CPC National Congress,the central government issued a series of policies,such as the Eight Provisions,the Six Prohibitions.The Party and Government Organs strive to save and oppose waste,and the public tide has become the inevitable trend in the new situation,which directly led to the hotel government-related activities dropped.At the same time,with the social economy and the hotel industry continues to develop,the hotel gradually change the mode of competition and management of the increasing level of competition between the hotel intensified.Facing the change of the hotel environment,the marketing innovation is one of the most fundamental and effective ways to improve the hotel market competitiveness.Every hotel operator must adjust the marketing strategy according to the current environment and gain the competitive advantage.In this paper,the use of 4P marketing theory of Zhejiang hotel marketing to do a detailed analysis of the current situation in Zhejiang hotel marketing there are many problems.The paper analyzes the external environment and internal environment of Zhejiang hotel marketing through PEST analysis,five force model analysis and SWOT analysis respectively,and points out its opportunities and challenges.Then through the analysis of Zhejiang hotels personality characteristics and learning from the other two conference resort hotel success stories,find out the marketing strategy design ideas of Zhejiang hotel.Finally,this paper puts forward the marketing measures that Zhejiang hotels need to implement as meeting and resort type hotels.They are brand marketing,highlighting hotel culture and characteristics,micro-marketing about hotel marketing breakthrough,channel marketing of marketing channel development,relationship marketing,establishing a hotel marketing concept,collaborative marketing about the establishment of scenic resort hotel alliance.The implementation of these marketing strategies can solve the Zhejiang hotel in the new normal rental rate,the average price of both declining situation,to make up for the decline in the proportion of government revenue caused by the loss.In the new situation,the conclusion of this paper can also provide an executable basis for the long-term development of other conference and resort hotels in West Lake Scenic Area to cope with the rapidly changing industry.