Study On Marketing Strategy Of BY Home Stay Facility Chain

The needs of consumers traveling independently are highly personalized,and the needs of experiencing destination culture and local social contact are growing day by day.With the expansion of leisure tourism in mature areas,the driving factors come from the service segment demand in the leisure tourism stage.However,the development of China's home stay accommodation industry is still in the primary stage.In this context,how to position home stay accommodation hotels,how to design products based on positioning,what pricing strategies and promotion strategies should be adopted are all worthy of serious consideration by practitioners of home stay accommodation industry.This article has discussed the theory of marketing,on the basis of the comprehensive use of literature analysis,observations,multiple methods of case study,in hundred yue home stay facility chain marketing problems as the research object,mainly discussed the following problems: The first is to discuss the best profile of BY home stay facility chain,the company marketing status quo and the existing problems and the insufficiency,etc.Second,the thesis adopts PEST strategy analysis method,porter's five forces competition model,SWOT analysis and other theories and methods to analyze the macro operation environment,competitive environment and internal environment of the b&b chain.Through the above analysis,the thesis finds out the advantages,disadvantages,opportunities and threats of the hotel.On the basis of the above analysis,this paper also discusses the market segmentation,target market and positioning of the BY home stay facility chain by using the STP theory,and proposes to establish its own advantages in the market segment and establish its brand in the target market through the differentiation of products,services and images.In terms of strategy,this paper constructs the 7Ps marketing mix strategy and implementation guarantee measures of BY home stay facilitychain,and studies the marketing strategy of BY home stay facility chain in all aspects.Based on the above research,this paper expects to take BY homestay chain as the carrier,sort out the operating status quo and existing problems of homestay hotels in China,and propose targeted strategies.On the one hand to help BY solve specific problems,on the other hand to the same industry or enterprises to provide reference,so as to promote the benign development of the entire industry.