Research On Optimization Of Regal Hong Kong Hotel Marketing Strategy Based On Customer Satisfaction

As an important part of the tourism industry,the hotel industry,in response to the national anti-corruption policy,has experienced a rapid growth trend of the hotel industry in front of the public.Since the reform and opening up,tourism has moved towards the direction of popularization,which is closely related to the economic growth,the increase of residents' disposable income and the change of consumption concept.People's travel destination is no longer limited to the mainland,Hong Kong and Macao tourism is one of the first choice.After a large number of tourists come into Hong Kong,it brings opportunities and challenges to the development of Hong Kong star hotels.In order to seize more market,Hong Kong star hotels must develop better marketing strategies to improve the competitiveness of the hotel,so as to win more profits for the hotel.Taking Regal Hong Kong Hotel as the research object of this paper,the author use d field research method,empirical research and interview method to spend a lot of time to obtain primary materials,and at the same time to study and discuss related literature s,on the basis of empirical research on Regal Hong Kong Hotel,the author points out some key steps in the process of organizing and implementing customer satisfaction strategy,such as Establish customer-oriented service awareness,conscientiously do a good job in the daily management and motivation of employees;carefully design the whole process of service,give employees certain authorization experience in the service process,and flexibly respond to customer needs.Through the implementation of customer satisfaction strategy,let customers feel more relaxed and friendly to the service work of the hotel,so as to better help the hotel service to win loyal customers.However,the implementation of customer satisfaction strategy is not smooth sailing,the problem may come from the hotel's pursuit of service efficiency and control of service cost.Hotel service generally requires employees to grasp the personalized needs of customers through close contact with customers,and try their best to meet these needs of customers through the efforts of employees,so that they feel sincerely satisfied with the service.In the light of the problems in the marketing strategy of Regal Hong Kong Hotel,and in combination with the internal and external resources and environmental conditions.Through the above marketing strategy to improve its competitiveness,at the same time,the improvement of its marketing strategy for the same type of hotel has a certain guiding significance.