Research On Service Marketing Strategy Optimization Of LS Hotelin Shenzhen

LS Hotel is an economical hotel located near Shenzhen Baoan International Airport.In June 2014,the former hotel manager rented part of the first floor as the lobby and western restaurant,and also rented 8-12 floors as the guest room.In the beginning,since Baoan International Airport is far away from the urban,the development around the airport is lagging behind,and the hotel's business is not very good during that period,which can be barely maintained balance.The former manager did not have much experience in Hotel management,and the management was not standardized.In 2017,with the opening of Metro Line 11 from the urban to Baoan International Airport,the business circle around the airport ushered in development opportunities.Subsequently,the Shenzhen Municipal Government decided to start construction around the airport to build the new Shenzhen International Convention and Exhibition Center,which is one of the world's largest.Thus,the construction of the Shenzhen Airport area began.In 2018,the operator of the LS Hotel began to introduce new investors to renovate and expand the hotel and quickly reached the financing scheme of the LS Hotel.With the participation of the new capital,LS Hotel ushered in a good opportunity for great development.According to the new plan of the hotel,the LS Hotel will become a four-star hotel with Chinese and Western catering and sauna fitness in the area.The starting point of this paper is also based on the followings:Firstly,LS hotel needs to plan and design its future operation and management in advance while welcoming new investors and new development opportunities.The hardware renovation plan of LS hotel has been finalized,and the software and measures such as operation management and marketing strategy need to be put forward as soon as possible.Secondly,the marketing strategy of LS hotel has been shortboard in the past,which has great space for optimization.It can provide help and promotion for the future operation of the hotel Optimizing the marketing strategy of LS hotel service.In this paper,case study,literature study,and interview are applied to the research.In addition,this paper uses 4C marketing theory,7P marketing theory and Internet marketing theory as theoretical guidance to carry out research on LS hotel marketing strategy optimization.In the aspect of environmental analysis,this paper uses the PEST analysis,five-forces model analysis,SWOT analysis,and other analysis tools to analyze the operating environment of the LS hotel in depth.Finally,LS hotel should adopt the marketing strategy of"giving full play to its advantages,seizing opportunities(SO)",make use of its own advantages,seize development opportunities,and develop itself.Chapter 5 of this paper,under the framework of STP marketing theory and 7P marketing theory,gives the optimization scheme of LS hotel service marketing strategy.Finally,the paper summarizes some conclusions drawn by the research.(1)LS Hotel has a superior geographical position and broad prospects for business development.The manager We should take advantage of the advantages,seize the opportunity to develop and s'trengthen ourselves,improve the operation and management level,and optimize our marketing strategy;(2)LS hotel has begun to implement renovation and expansion on hardware facilities,which will become a competitive four-star hotel in the business circle in the future.The soft power of a hotel in management and marketing needs to be strengthened.Implement SO strategy of "giving full play to advantages and seizing opportunities".Strengthen the management team,improve service quality and marketing level;(3)LS Hotel currently has no Internet marketing ideas and resources,which need to grasp the time for planning and upgrading;(4)control the pace and scale of cooperation with large customers such as airlines,group purchasing can bring stable benefits to the hotel,but its bargaining power is too strong,the target price is low.Excessive dependence on the cooperation of key customers is not conducive to improve its profitability.