Research On Marketing Strategy Of XS Hotel

After 40 years of reform and opening up in China.The growth of economy and the increase of disposable income per capita all push Chinese tourism industry to the era of mass tourism.As an important part of tourism industry,the hotel industry has experienced some anti-corruption policies in recent years,but after the "cold winter" baptism,the hotel industry shows a high-speed growth again,and its development prospects are full of opportunities.At the same time,the development of the hotel industry also faces a series of practical problems,such as the diversification and individualization of consumer demand,the change of marketing concept,the development of Internet technology,which makes the competition between hotels more and more fierce,and the development of hotels is extremely challenging.In order to survive in this context,hotels must weed out the old and bring forth the new,change the traditional marketing ideas,and formulate more reasonable marketing strategies based on consumer demand.How to rationally use marketing strategies to break through the bottleneck of hotel development and enhance market competitiveness is the focus of this paper.Taking XS Hotel as the research object,the author uses field research and interview methods,spends a lot of time to obtain more first-hand information,and through the research and discussion of relevant literature,combined with relevant theoretical knowledge,makes a detailed analysis of the external environment and internal environment of XS Hotel.Then it introduces the current situation of XS Hotel marketing strategy in terms of customers,consumption costs,convenience and communication from the perspective of marketing 4Cs,and carries out in-depth analysis and discussion.Based on the above analysis and the results of the questionnaire survey,it finds that there are five problems in XS hotel marketing strategy: first,the product update lags behind,and it will not meet the needs of consumers.Second,the high cost of consumption,and the lack of flexibility in Hotel pricing.Third,inadequate communication with customers,and limited channels of communication.Fourth,the lack of enthusiasm of employees.Fifth,staff service awareness is relatively weak.In view of the problems existing in the marketing strategy of XS Hotel and combining the internal and external resource conditions,the author puts forward five corresponding marketing strategies for XS Hotel.Firstly,the diversification of service products is used to satisfy the individualized needs of consumers.In this regard,we mainly start from the theory of thematic marketing,and attract potential consumers through setting theme meals,theme rooms and thematic activities.Secondly,in order to reduce the consumption cost,we should start with the product price and price flexibly.It can be solved from two aspects: flexible use of discount pricing and consumer demand-oriented optimization of individual product prices.Third,through network channel innovation to strengthen communication with customers.Specifically,we can optimize the two-way communication between OTA and Wechat public numbers,and innovate marketing channels by using dithering APP.Fourthly,mobilize the enthusiasm of the staff through stimulating the whole staff marketing and managing the staff more humanely.Finally,based on the concept of service marketing,we can improve the service level by organizing staff training regularly,continuously optimizing service process standards,and establishing and improving customer database.Through the above marketing strategies to enhance the competitiveness of the hotel,at the same time,it has a certain guiding significance for the improvement of marketing strategies of the same type of hotel enterprises.