DJ Rural B&B Improvement Research On Marketing Strategy

In 2016,Hainan Province launched the strategic plan of "Beautiful Hainan,Hundred Towns and Thousand Villages".In 2017,the 19 th National Congress proposed Rural Revitalization Strategy.Since then,Hainan Province has vigorously carried out rural revitalization and promoted rural economic development with Rural b&B as the starting point.DJ Rural b&B was established in 2018 in Chiling Scenic Area,Lingshui County,Sanya City,covering an area of more than 6,000 square meters.There are currently 4 executives,more than 50 employees in the rural b&B,it had developed into a set of homestays,catering,exhibitions,entertainment,health,tourism as one of the comprehensive tourism institutions.With the advent of the post-COVID-19 era and the continuous development of rural revitalization policies in Hainan Province,DJ Rural b&B needs to optimize the three aspects:network traffic monetization ability,service quality,and customer stickiness in order to occupy an advantage in the increasingly fierce market competition.Based on the research body of DJ Rural b&B,this paper identifies the marketing problems in the operation of DJ Rural b&B through the analysis of the external marketing environment,internal marketing resources and current marketing strategies,then puts forward reasonable and feasible suggestions and measures for improvement.Firstly this thesis uses Pest analysis model to analyze the external environment of DJ Rural b&B,as well as the current situation and trend of the accommodation industry,find out the competitors of DJ Rural b&B in Sanya,analyze the four competitors briefly,and understand the opportunities and threats outside the rural b&B.Secondly,analyze the current situation of the rural b&B products and existing marketing resources,get the competitiveness of the rural b&B,and find out the advantages and disadvantages of market competition in DJ Rural b&B.And then use STP marketing theory to subdivide the industry market where DJ Rural b&B are located,determine the target market of DJ Rrural b&B,depict customer portraits,and obtain the positioning of DJ Rural b&B in the Sanya tourism market:Mid to high-end rural b&B in boat house with the characteristics of Danjia culture.Then cut to the main topic,starting from the seven dimensions of service marketing:service products,product prices,channels,promotions,personnel,service processes,and tangible displays,and formulate service marketing strategies.Finally,the article puts forward safeguard opinions for the effective implementation of marketing strategies.Lastly,explains the role of various factors in the implementation of the guarantee strategy from three aspects:business philosophy and marketing methods,database selection and service evaluation system construction,employee motivation and team building.This thesis uses the marketing management theory and analysis methods learned in the MBA study,and the proposed marketing strategies have certain reference significance for other homestays in Hainan and homestays in other areas,which is conducive to promoting the healthy competition and rural development and construction of Sanya and even the domestic homestay industry.