| The 14 th Five-Year Plan period is a critical period for China’s economic transformation and consumption upgrading,and the next few years will be a golden period for the accelerated development of the hotel industry.With the transformation of the economy and the upgrading of consumption,the ideological concepts and consumption methods of a new generation of consumers have undergone significant changes with the traditional hotel industry,and the existing marketing strategies of hotels have been unable to meet the needs of current customers.At the same time,in recent years,the hotel industry has been deeply affected by the new crown epidemic,people’s travel has been blocked,the mobility of personnel has decreased,the occupancy rate of rooms has declined,and profitability has gradually become insufficient.In this situation,how HZ hotels set sail on the "epidemic",actively respond to environmental changes,and innovate marketing strategies is the key to the hotel’s successful reversal of market share decline and competitive advantage.This paper uses SWOT analysis to analyze the marketing environment of HZ Hotel,finds out the problems existing in the marketing strategy through questionnaire survey,uses STP theory to help HZ Hotel reposition the market,and puts forward some suggestions on the optimization of marketing strategy based on service marketing theory.The study holds that:(1)by upgrading the safety and health performance of products and services,developing scientific workflow,expanding outdoor activities space,promoting serving of individual dishes and packaging culture,can effectively form the competitive advantage of hotels.(2)In terms of price system,the profit space of the hotel can be greatly improved by customizing the agreement price for customers,focusing on competitors,formulating individual guest price and flexibly formulating promotion price.(3)In terms of channels,by improving the construction of online direct sales channels,strengthening the construction of offline direct sales channels and improving the incentive mechanism of all staff marketing,we can effectively broaden the sales channels.(4)In terms of promotion,the hotel management establishes a modern promotion concept,carries out a variety of online promotion activities,and does a good job in relationship marketing,which can further improve the market share of products.(5)In terms of personnel management,building a scientific incentive system and paying attention to spiritual incentive can effectively improve the advantages of human resources.(6)In terms of tangible display,the integration of audiovisual taste and touch can significantly improve the user experience.(7)In terms of process management,customer satisfaction can be effectively improved by establishing a complete emergency response system. |
