Research On Marketing Strategy Optimization Of Y Monomer Economy Hotel

With the rapid development of China's social economy,the improvement of people's living standards year by year,the long-term stability of the domestic environment,China's domestic tourism,inbound tourists and business travelers continue to grow,which has led to the increasingly prosperous development of the hotel industry.At the same time,in order to accelerate the transformation and upgrading of industrial structure,relevant policies vigorously promote the development of tourism,services and other tertiary industries,and also inject thrust into the sustainable development of the hotel industry.In the whole hotel industry,economy hotel occupies an important position.This type of hotel usually has the characteristics of price-friendly,simple facilities,fast check-in and so on,which is highly accepted by the market.At the same time,this type of hotel management mode has strong standardization,low management difficulty and low project cost,which leads to its rapid development and gradually becomes an important force in the development of the hotel industry.However,with the rapid increase in the number of this type of hotel,its marketing strategy does not meet the needs of market development,product quality needs to be improved urgently,service homogeneity and other issues gradually exposed,and the pressure of competition between hotels is increasing.By focusing on the development of local non-chain economy hotels,this paper takes Y Hotel in Jining City of Shandong Province as the breakthrough point,and consults relevant literature and previous research theories,which provides theoretical support for this study.Then through the PEST tool to analyze the external macro environment of the hotel,combined with the Y hotel competition environment analysis and internal environment analysis,the Y hotel marketing environment was comprehensively analyzed.Then it combs the current 7P's service marketing strategy combination of Y Hotel.Finally,through the research and development of hotel consumers,employees and operators,it is found that the problems existing in the marketing strategy of Y hotel in the development process mainly lie in four aspects:the quality of some hotel products to be strengthened,the lack of individualization in hotel marketing strategy formulation,the weak meaning of cultural marketing,and the weak level of organization and management.Then it puts forward some suggestions on the optimization of the overall marketing strategy of Y hotel,helps it optimize its marketing strategy and clarify its development ideas in the future,so as to enhance the core competitiveness of the hotel and enhance the brand value.At the same time,it also plays a certain guiding and reference significance for the development of the same type of local Monomer economy hotel.