Research On Marketing Strategy Of Y Hotel

With the development of economy,The domestic economy is growing year by year,and the hotel industry is developing rapidly.How to withstand the pressure and stand out in the fierce competitive environment has also become a topic that must be paid attention to by Boutique Hotel operators.Hotel marketing strategy,as a key link to improve hotel management level,has very important research significance.In this paper,Y Hotel as the research object,combined with the actual situation of Y Hotel,using literature,survey,theoretical empirical research methods.Based on SWOT analysis and STP analysis,analyzes the conditions and environment of Y Hotel.According to the conclusion of the analysis,combined with 4Ps marketing theory,determine the specific marketing strategy.The conclusions of the study are as follows:1.As a newly built single Boutique Hotel,Y Hotel has very excellent hardware conditions,but the cost control level is not high,and the publicity is insufficient,which leads to the lack of sufficient competitiveness of Y Hotel.2.When the scale and capital of single boutique hotels are at a disadvantage,it is necessary to adopt the centralized marketing strategy,select the right target market,define the hotel's own positioning,and focus on its own strengths.3.Based on the 4Ps marketing theory,this paper puts forward the centralized product strategy,the differentiated pricing and dynamic adjustment strategy for different customers,the channel strategy focusing on wechat and OTA,and the promotion strategy for the segment market.Through the research of this paper,I hope it can help Y Hotel to improve its competitiveness in the complex and changeable market environment in the future,and also provide some reference for the development of domestic single boutique hotels.