Research On Service Marketing Strategy Of Liyade Hotel In Lanzhou Based On 7P Theory

With the development of the economy and society,the growing needs of our people's lives are increasing.After completing the material life gap,consumers have gradually stimulated the consumption demand of social spiritual civilization.In particular,the tourism industry is still experiencing a booming trend under the downward pressure of China's economy,which has also led to the development of the domestic hotel industry.However,from the perspective of its own,comprehensive analysis of various reasons,the marketing strategy of Lanzhou Liyade Hotel still has the status of arbitrariness,single marketing mode,vague market positioning,and chaotic staff management.It is these problems that have become Lanzhou Liyade Hotel seeks to break through the obstacles of development.Therefore,this paper conducts research based on the above problems and proposes to solve reasonable marketing strategies.This paper starts with the problems faced by Lanzhou Liyade Hotel in the development process,and uses STP theory to reposition the market according to the actual situation of Lanzhou Liyade Hotel to further clarify the market positioning and product characteristics.At the same time,using SWOT theory,the internal and external environment of Lanzhou Liyade Hotel is analyzed,and the advantages and disadvantages,opportunities and challenges faced by the hotel are identified.At the same time,the specific problems in the formulation and presentation of the marketing strategy are clearly defined.Finally,in view of the existing problems,disadvantages and challenges,combined with the actual situation faced by the hotel,the 7P marketing strategy of Lanzhou Liyade Hotel was proposed.The main measures include proposing differentiated product services,pricing,attaching importance to human resource management,strengthening the construction of new media marketing and corporate culture systems,and building safeguard measures corresponding to marketing strategies.The purpose is to help Lanzhou Liyade Hotel to take the lead in the future market competition through the analysis of this paper,and successfully occupy more market share in the regional market.Lanzhou Liyade Hotel must propose a very clear market positioning,and at the same time,differentiated marketing strategies as an auxiliary condition,so that it can stand in an invincible position in the increasingly fierce market competition.In this paper,the research on hotel marketing strategy has some driving factors for the hotel's business development,revenue improvement,and efficiency expansion.At the same time,it is the market environment and market for the low-end hotels in Northwest China,especially in Lanzhou.Positioning and segmentation,the formulation and presentation of marketing strategies can provide some reference,and it has more important practical significance for the different needs of hotel consumers.