Research On The Application Of Customer Value Proposition Analysis Of Magnotel By The Means-end Chain Model

With the continuous improvement of China's economic development level and people's consumption ability and willingness,the existing economy hotels can no longer meet the increasing accommodation demands of consumers.At the same time,with the continuous increase of operating costs,the profitability of the existing economic hotels continued to decline.Therefore,the midscale limited-service hotels with better products and services and more outstanding profitability have become the common choice for all hotel groups to vigorously develop.The existing midscale limited-service hotel brands can be divided into two types.The first type is to reduce the facilities and services that consumers use less frequently from the original upscale hotel's big and comprehensive products and services,such hotels are known as "subtraction type" midscale limited-service hotel;the other type is to improve products and services that consumers care about more basis on the original economic hotel's slightly simple facilities and services,such hotels are known as "addition type" midscale limited-service hotel.From the actual development situation of the China's hotel market at this stage,the "addition type" midscale limited-service hotel brands occupy the dominant position in this market segment.However,due to the China's midscale limited-service hotel market development time is short,the hotel industry has not formed a unified understanding about the midscale limited-service hotel's products and services design,marketing strategy,brand image positioning and other aspects,so at the present stage each midscale limited-service hotel brand has its own characteristics.Magnotel brand is a midscale limited-service hotel brand launched by Jinjiang Metropolo Hotel Management Co.,Ltd.in October 2017.Magnotel brand positioning is slightly lower than the traditional midscale limited-service hotel,belonging to the "addition type" midscale limited-service hotel brand,so its requirements in property area,layout and other aspects are also lower than traditional midscale limited-service hotel brand,and the cost of brand transformation and construction is more saving than the main competitors.Therefore,Magnotel brand is more attractive to a large number of existing stock economic hotels.But on the other hand,the facilities,products and services that are slightly inferior to the competitors cannot better meet the increasing accommodation demands of consumers at nowadays,resulting loss of potential customers to competitors.At the same time,due to the short birth time of Magnotel brand and the smaller scale,Magnotel brand still lacks brand awareness and reputation.So within the limited cost budget how to optimize products and services,formulate more effective marketing strategy and accurately position brand image are very important for Magnotel brand.The purpose of this paper is to use Means-end Chain model qualitative and quantitative study the potential customer's value proposition of midscale limited-service hotels,try to find a more popular product and service type,more effect marketing strategy and better brand image positioning improvement direction for Magnotel brand.In this paper,first of all,through the Soft Laddering Technique to interview the existing consumers of the midscale limited-service hotel,find out consumers most concerned elements about the product and service attributes,function and psychological consequences,values pursuit.Then through the Association Pattern Technique(APT)design a questionnaire to form attribute-consequence-value chains,through the importance measurement,find out the key attribute-consequence-value chains of the midscale limited-service hotel's potential customers,and draw it into the Hierarchical Value Map(HVM).Magnotel brand can though improving the attribute level elements to enhance the attraction and consumers satisfaction of the products& services;through mining the consequence level elements to optimize marketing strategies(capture customer's pain points)and targeted improvements the products& services;though dissect the value level elements,find out the values pursuit of their potential customers,so as to make a better brand image positioning and upgrading.Of course,the dissect and application of the above three aspects need to be linked to form a complete and unified products& services,marketing strategies and brand positioning system,so as to effectively enhance the overall competitiveness of Magnotel brand.The research results of this paper have certain guiding significance for Magnotel brand to enhance the product and service attraction,enhance the marketing effect,find the better brand image positioning.The research results also provide some help for form the industry consensus of products and services in the midscale limited-service hotel market segment.