Research On The Experiential Marketing Strategy Of TS Express Hotel

With the continuous development of economy and the progress of material civilization,social development has changed into experience economy after experiencing agricultural economy,industrial economy and service economy.People's living standard and consumption concept are also changing constantly,consumption demand has not only stayed in the material level,but also want to get spiritual enjoyment,the experience and participation in the consumption process is particularly important.With the rise of business travel and tourism,the domestic hotel industry has ushered in unprecedented opportunities for development.Various types of hotels are constantly emerging and the competition is becoming more and more intense.If the hotel industry wants to occupy a certain market in the fierce competition,it must change.The traditional marketing way,taking customer as the center,paying attention to the customer's individualized demand,providing the corresponding product and service,in order to enhance the sense of the customer experience process and realize the customer's experience value,it is necessary to implement the experience marketing strategy.In this paper,TS Express Hotel is taken as the research object.In view of the unstable source of hotel guests,the serious homogenization of products and the vicious competition among the industries of Tianshui Hotel,through questionnaire survey,market analysis and target market selection,this paper analyzes and studies.The experience marketing strategy is put forward in order to provide reference for TS Express Hotel and other industries to implement differentiated marketing strategy and enhance the competitiveness of hotels.First of all,this article uses the literature research method,has carried on the detailed elaboration to the domestic and foreign Express Hotel,the experience marketing and the related experience marketing strategy correlation theory,has laid the research foundation;secondly has introduced the TS Express Hotel basic situation and the marketing present situation,This paper analyzes the existing marketing problems and reasons,and draws the conclusion that experiential marketing is an effective way to deal with the problems of hotel industry.Then,the macro marketing environment and micro environment of TS Express Hotel are analyzed by using PEST analysis model and Porter five force model,and the advantages and opportunities of hotel development are fully grasped by SWOT analysis method,and the hotel is clearly defined.The disadvantages and threats of development,pointing out the feasibility of implementing experience marketing of TS Express Hotel in theory,then making use of STP theory to analyze the target marketing strategy of TS Express Hotel,including market segmentation,target market selection and market positioning.Finally,according to the strategic experience module,the experience marketing strategy is formulated,and the relevant safeguard measures are put forward.In this paper,it is hoped that under the existing competitive environment,through the implementation of the marketing strategy of the TS Express Hotel,we can provide some guidance for it to win more market share,and also provide some reference for the implementation of experience marketing for other peers.