Research On Optimization Of Hotel EPC Business Marketing Strategy Of Yatai International Company

Since the 18th Party Congress,the Party Central Committee has faced a relatively severe economic situation.The Party Central Committee with Comrade Xi Jinping as the core has made a major judgment that the economy has entered a new normal.General Secretary Xi Jinping put forward the new development concept of innovation,coordination,green,openness and sharing,and at the same time made a major deployment of supply-side structural reform.The construction industry,as a pillar industry in social and economic development,has contributed irreplaceable role to the country’s economic development.In recent years,with the slowdown of global economic growth,the continuous promotion of China’s urbanization process,the outbreak of new coronavirus epidemic,and the macro-control of the real estate industry by the state,the construction industry is also facing increasingly fierce competition.Therefore,how to determine the marketing strategy in line with the enterprise itself according to the current global economic environment,national macro management policies,industry external environment,the basic conditions of the company itself and other influencing factors is the key to the survival and development of construction industry enterprises.Compared with traditional architectural design and construction methods,the EPC method has many outstanding advantages,and the state is also strongly advocating the EPC mode.Based on the above background,this paper takes the hotel EPC business of Yatai International Company as the research object and conducts a trial study on its marketing optimization strategy,the main contents of which are as follows:Firstly,by combing marketing related theories and combining domestic and foreign research theories and achievements,the research direction and focus of this paper are clarified.Secondly,taking the current marketing situation and problems of ATI’s hotel EPC business as the research guide,we apply PEST research method to study and analyze its macro market development environment;apply Porter’s five forces model to study and analyze its industrial competition market environment;analyze its core competitor marketing strategy;and analyze the target market demand preference.Again,the marketing strategy of Yatai International’s hotel EPC business is optimized by combining STP market positioning theory and 7P marketing mix theory.Finally,the guarantee initiatives for marketing strategy optimization are determined from multiple levels,such as organization,technology,human resources and capital,so as to guarantee the smooth implementation of marketing strategy.The research of this paper is based on the real case of Yatai International Company,which has certain guiding significance for the optimization of marketing strategy of hotel EPC business of Yatai International Company.At the same time,it also has certain significance for the marketing work of other construction enterprises.