Research On Hotel Bundled Sales Strategy Based On Customer Value

In recent years,hotel bundling have shown a hot sales situation.As a kind of symbiosis marketing,the bundling strategy plays an important role in improving marketing efficiency,obtaining cost advantages and realizing hotel comprehensive income.However,there is also a problem of over-estimating short-term benefits and ignoring customer value.Therefore,establishing a customer-oriented hotel bundling strategy is of great significance to the formation of the hotel's core competitiveness and the improvement of customer value.Based on the customer value and service marketing,the article conducts semi-structured interviews and questionnaire surveys on customers who have hotel sales experience.This parper used the grounded theory to deal with the semi-structured interview records with customers,summarized the current situation of hotel bundling strategy and tried to construct the hotel bundling strategy elements and customer value performance.The article combined with the analysis of grounded theory and the characteristics of hotel bundling design questionnaire.By using the quantitative IPA analysis method,the article analyzed the customer's expected value and satisfaction matching of products,prices and services,so that the strategic basis for the bundling were also obtained.Finally,based on the above analysis,the article proposes eight hotel bundling strategies that are in line with customer value orientation from the perspective of products,prices and services,such as diversifying market segments,making non-physical fences invisible,and improving service process efficiency.