Research On Marketing Strategy Of "Shiyangshanju" Homestays Project

In recent years,China’s tourism has entered the stage of leisure vacation,and the number of rural vacation tourists has increased sharply.The continuous growing market demand has promoted the rapid development of rural homestays.The positioning,product design,product pricing,marketing channels and business models of rural homestays are worth discussing.How to use effective marketing strategies to improve the profitability and economic benefits of homestays and generate returns as soon as possible,so as to enable enterprises to obtain and maintain long-term competitive advantages,is the most important issue rural homestays are facing.On the basis of discussing the relevant theories of home stay facility marketing,this paper USES the methods of literature research,case study and interview to study the object of "Shiyangshanju" home stay facility.This paper discusses the basic situation of the home stay project,the current marketing situation and the existing problems such as inaccurate market positioning,high price positioning and insufficient attraction of promotional means.PEST model and Porter’s five forces model are adopted to analyze the internal and external environment of "Shiyangshanju" home stay facility.SWOT analysis is used to analyze the advantages,disadvantages,development opportunities and threats of homestays.According to the above analysis and combined with the actual situation of home stay,and the application of STP target market theory analysis,it is concluded that the target market of "Shiyangshanju" home stay should be the business,travel and family travel customer groups with medium and high-end consumption levels in Shandong province.Key target customers are local enterprises and institutions,young and middle-aged white-collar workers,retired elderly people and urban students in Jinan.Through the differentiation of products,services and images,establish the advantages of "Shiyangshanju" in the market segment and establish the market brand.According to the target market of "Shiyangshan" home stay,this paper has worked out a set of practical 7Ps combined marketing strategy for "Shiyangshan" home stay:in terms of product strategy,the focus is to highlight the humanization and comfort of the home stay service products;Price strategy according to market supply and demand to determine the basic price of products,while using discount pricing,agreement pricing and other techniques to attract customers;In terms of channel strategy,a marketing channel system with Internet system as the main body should be established step by step.The promotion strategy should pay attention to the Internet media,and the extensive use of personnel marketing,advertising promotion,business promotion,public relations and other promotional means;In terms of personnel strategy,we should improve the brand and the satisfaction of employees and customers from three aspects:internal staff marketing,building the brand image of the dormitory administrator and establishing the customer program.In terms of tangible display strategy,customers’ perception of service quality is improved by improving the overall village environment and introducing visual identification system.The process strategy improves the overall image by optimizing the service process and developing suggested guidelines for tourist routes.The 7Ps marketing mix strategy of "Shiyangshanju" home stay involves a wide range,and must provide necessary conditions from culture,technology,personnel and other aspects to ensure its effective operation and implementation.In the end,the paper proposes to strengthen corporate culture training,improve the employment mechanism and effective authorization in staff management,improving infrastructure safeguards,by improving the use of new media marketing strategy to implement technical means to improve service and marketing,and other four aspects of safeguards.This paper puts forward specific Suggestions on the marketing management of "Shiyangshanju" homestays,and redesigns its marketing management system,so as to improve the marketing management status of "Shiyangshanju" homestays and improve their performance,thus realizing the benign development and long-term goal of,Shiyangshanju" homestays.