Research About The Problems And Countermeasures Of Service Marketing Of L Mid-range Chain Hotel W Store

At present,the overall development of the hotel's regional market in Beijing is relatively fast,but at the same time,the competition is fierce.L-Hotel's W-store was established in 2015 and has only a history of less than 3 years.There are many shortcomings in the establishment of hotel operations,market exploration,and service marketing system.The hotel industry offers a high degree of product convergence.If you want to survive and develop in the highly competitive Beijing hotel market,this requires the hotel must pay attention to the improvement of service and service marketing.This paper analyzes W-stores as a big case.According to the 7ps theory of marketing,presenting the current service marketing status of W-stores.Using PEST,SWOT,and other analytical tools to analyze the external environment of W-stores and the advantages,disadvantages,opportunities.Invite managers of W stores to conduct face-to-face interviews.Refined the problems facing W-stores in service marketing.Finally,if W stores want to establish a foothold in the Beijing hotel market with strong rivals and forests,they must focus on strengthening the service system,enhancing internal communication and cohesion,and providing service marketing strategies that target specific groups of customers.