Research On Service Marketing Strategy Of Hanting Chain Hotel

The policy of reform and opening-up has made China’s economic development rapid and social mobility further increased.With the promotion of business activities and tourism economy,the development of the hotel industry has become more comprehensive and in-depth.The single star-rated hotel model is no longer suitable for China’s multi-level social development needs,in this case,fast chain hotels from abroad into the domestic,which is the rapid development of China’s hotel chain throughout the country since the beginning of this century,throughout the country’s major cities,small and medium-sized.Home,seven days,Jinjiang Star,Ibis,Speed 8,Motai,Shangke You,City Express and other hotel chains have sprung up all over China like bamboo shoots,and the competition among hotel chains has begun.In this paper,Hanting hotel chain as the research object,with "7PS" theory as the main line,focusing on its service marketing strategy.Firstly,this paper analyzes the macro-environment,such as social and cultural environment,economic environment,political environment,legal environment,natural environment and technological environment,as well as the micro-environment of consumers and competitors in the fast hotel service industry.Secondly,it analyzes the present situation and existing problems of service marketing in Hanting chain hotel by questionnaire survey and comparative analysis..It was found that there were many problems in the service marketing strategy,such as lack of personalized service,insufficient mastery of customers’ needs,inappropriate updating and maintenance of hardware,lax checks on health management,resulting in loss of personnel,etc.Finally,a combination of theory and practice was adopted according to the "7PS" theory of service marketing.On the basis of the successful experience of related fast hotels,this paper improves and perfects the service marketing strategy of Hanting Hotel Chain,mainly from the aspects of product orientation,service product strategy,price strategy,channel strategy,promotion strategy,service personnel management and visible display,and so on.In the competition,it is helpful to increase market share and win more customer resources.At the same time,the research has certain reference value for other economic hotel chains in the industry.The main conclusions are as follows: Firstly,a new idea of product innovation is put forward,that is,transforming some standard rooms into family rooms,replacing one small bed in the standard rooms with one large bed,forming a pattern of one big bed with one small bed,solving the accommodation needs of some families of three,and enriching the hotel product structure.Secondly,the paper puts forward the concept of "binding marketing" based on points,and establishes cooperative relations with some product promotion enterprises.It combines the promotion of entity products operated by product production enterprises with the promotion of hotels.Through the free products provided by entity enterprises,Hanting Hotel implements the gift service for customers with certain points.Achieve the win-win situation of the three parties and achieve the purpose of promotion of Hanting Hotels.Thirdly,the promotion of the members of Hanting China Residence Club is only based on the accumulation of stay days,instead of the accumulation of consumption points,so as to promote the sales of hotels in a wider range.The main innovations are as follows:(1)Binding marketing has been put forward in marketing practice,which is a new marketing method in the service industry in recent years and contributes to the marketing growth of Hanting;(2)Joint marketing between service industries has been put forward in theory to promote the marketing cooperation among different types of service industries.A way to upgrade marketing.