Research On Marketing Strategy Of Beidaihe Lucky International Hotel

In the past 20 years,the number of star hotels in China has been increasing in multiple ways,the economic hotels are densely distributed,the theme hotels and cultural hotels are all over the country,and new forms of accommodation products such as functional hotels,accommodation hotels and container hotels are springing up on a large scale.With the rapid development of the hotel industry,the competition among hotels in the same industry is intensified,especially in the tourist area.At present,the hotel industry in Beidaihe District is in such a state of oversupply,and the industry competition is extremely fierce.In this competitive environment,how can the hotel stabilize the source of tourists and achieve a breakthrough in competition,the marketing strategy becomes the key.Firstly,it expounds the background and significance of this study,summarizes the relevant literature at home and abroad from the aspects of market positioning,application prospect,marketing importance,hotel marketing strategy,cost-benefit analysis,marketing influencing factors,etc.,expounds 7PS marketing theory,service marketing theory,introduces PEST analysis method,Porter five force mode and other related methods lay a theoretical foundation for the research of marketing strategy.Secondly,using PEST analysis method to analyze hotel external macro environment,using the potter five discriminant model of hotel industry facing the environment,through to the beidaihe lucky international hotel internal environment analysis,from the organizational structure,human resources,marketing ability,product updates and business development,enterprise culture,etc,have mastered some issues related to marketing.Combined with the reality of Beidaihe Lucky International Hotel,this paper analyzes the strategies that can be adopted in the marketing process of the hotel by using the 7Ps theory and service marketing theory,and puts forward theoptimization measures of the marketing strategy according to the analysis.Finally,from the four aspects of organizational security,cultural security,human resources security and capital security,this paper puts forward the marketing strategies of Beidaihe Lucky International Hotel.It is suggested that the management ownership in the management organization structure should be slightly adjusted,the promotion of management to marketing should be strengthened,the corresponding marketing incentive system should be formulated,the evaluation form for optimizing the personnel structure should be designed,and the fund guarantee should be strengthened from the "form" and "inside" aspects of marketing.The follow-up of a series of guarantee measures has promoted the implementation of the hotel marketing strategy.It is hoped that the relevant analysis and research in this paper can help Beidaihe Lucky International Hotel to achieve a marketing breakthrough and promote management and operation out of the predicament.At the same time,it is hoped that the marketing methods and relevant viewpoints in this paper can also provide references for other hotels with similar bottlenecks in Beidaihe District.