A Preliminary Study On The Application Of Enneagram In Hotel Marketing Mix

In recent years,the trend of chain management,intelligent optimization and characteristic management of hotel industry is becoming more and more prominent.Whether it is a large hotels group or an individual hotel that survives in the cracks,it faces the difficulty of precision marketing.With the rapid development of Internet,the decision-making ability of every hotel marketing personnel is challenged.Especially in the post epidemic era after industry reshuffle in 2020,on the one hand,consumers have limited disposable income and expect higher spiritual enjoyment with the same expenditure.On the other hand,it is not easy for hotels to carry out drastic reform under the condition of limited resources.This paper opens mind and concentrates on research at the application level,and uses the Enneagram,the human password tool to conduct in-depth excavation and discussion of hotel service marketing.Different from other psychological tests,the Enneagram can help hotel marketers to better precision marketing and reduce hotel useless investment to a certain extent.This paper uses Enneagram as an application tool to apply suitable marketing mixes for different personality customers,and provides practical strategies for hotel marketing managers who are facing a downturn in the market,that is,how to invest effective marketing resources based on the analysis and judgement on the personality differences of potential hotel consumers,so as to obtain the maximum income and solve the survival problem of the hotel industry.This paper is divided into four chapters.The first chapter is the introduction.Starting from the origin of ideas,it outlines the research background of this article,the review of domestic and foreign research,the significance and innovation of the research,and the research design route.The second chapter is the theoretical basis of the paper,which clarifies the theoretical basis from three aspects,namely,the core concept theory,development and application of the Enneagram,hotel service marketing core theory,hotel service marketing development and breakthrough,as well as the intersection of the Enneagram and service marketing.It lays a solid theoretical foundation for the further screening and dismantling of marketing factors and the design of questionnaire.The third chapter is to sort out the factors through the literature related to the service marketing mix and according to the principles of quantification and comparability from the perspective of hotel customers understandable screening factors were made,and finally the content of the questionnaire was determined by optimizing the language and then the questionnaire was set up and distributed through the online channel.Finally,through the optimization of language to determine the content of the questionnaire and online questionnaire's set-up via www.wjx.cn,the questionnaire was conducted.The fourth chapter is to analyze the data based on the returned questionnaire,and verify the reference value of the questionnaire in combination with the Enneagram theories,and draw conclusions.