Research On Marketing Strategy Optimization Of WX Hotel Based On Customer Value

Since 2015,the middle grade chain hotel has become a new trend in the development of domestic chain hotel industry.According to the current domestic medium-sized hotel brand share,about 64% of the market has been basically divided by the three major hotel groups represented by Jinjiang,Shou Lv and Huazhu,as well as the international hotel brands.About 36% of the market is occupied by small and medium-sized hotel management corpration and single stores.Facing the huge blank market of medium-sized chain hotels,many local small and medium-sized hotel management corpration are faced with both opportunities and challenges.WX hotel is such a local mid-range chain hotel brand.Since its first direct store in Shanghai in December 2013,it has adopted the franchise chain expansion mode.After six years of development,it now has 12 stores(including direct stores and franchise stores).Compared with competitors,it is obvious that there are fewer stores.This paper starts with the interview between middle and senior managers at the enterprise level,and points out that the small number of WX Hotel stores is mainly due to the insufficient marketing ability of WX hotel.The key points are as follows: in terms of products,the hotel hardware has passed the standard,but the service features are not enough;in terms of publicity and promotion,the brand awareness is low;in the channel,the number and activity of members are insufficient;and in the process,the copy ability of WX hotel brand standard is weak.In order to solve these problems,this paper starts with the hardware and service of WX Hotel,and conducts in-depth Hotel research.On the basis of SERVQUAL model,through data analysis,we can better understand the gap between the expectations of consumers for WX Hotel and the actual perception.After the comprehensive analysis of interview with middle and senior executives and consumer perception,this paper takes improving customer value as the core idea of product improvement,and takes brand re-positioning,word-of-mouth publicity,increasing the number of room reservations through its own channels,adjusting membership policies and establishing the "collection" and "release" principles in the implementation of brand standards as the main marketing ideas Some marketing problems make comprehensive optimization suggestions.Finally,according to the chain nature of WX Hotel,it is divided into two types of business,namely direct stores and franchise stores,to make optimization strategy implementation steps and guarantee suggestions.