Research On Marketing Strategy Optimization Of Shandong A Hotel In The Post-Pandemic Era

The outbreak and spread of COVID-19 in early 2020 has severely impacted domestic and international economies,with the hotel and other service industries bearing the brunt of the impact.At present,although the COVID-19 epidemic in China has basically stabilized,it has not completely disappeared.The awareness of social isolation and safe distance brought by the epidemic has caused people’s lack of social interaction and changed their consumption concept.As a result,the demand for going out,accommodation and dining is weak,consumption is downgraded and the development of the industry falls into a new dilemma.In the post-epidemic era,how to carry out marketing for high-star hotels,break the thinking of traditional business models,and achieve industrial transformation and upgrading has become one of the key research issues in the current industry development.This study takes A hotel in Shandong as the case study.First of all,starting from the relevant theories of hotel marketing strategy,it summarizes and collates domestic and foreign literature,and combs the relevant research of current domestic and foreign scholars on hotel marketing strategy and management development in the post-epidemic era;Secondly,through PEST method analysis of the external environment of A hotel,industry situation,analysis of the current marketing strategy in the deficiencies and causes,combined with A hotel internal environment analysis,through the SWOT model to analyze the advantages and disadvantages of A hotel and threat opportunities;Third,the use of STP theory for market segmentation,analysis of A hotel’s target customer group,market positioning,through the 7P theory,optimize and develop in line with A hotel marketing strategy;Finally,the summary of A hotel marketing strategy implementation guarantee,to ensure the effective development of marketing strategies in the post-epidemic era.This study points out that the marketing strategy of A hotel in Shandong in the postepidemic era should adopt differentiated marketing strategies,such as in the product strategy,to return to the core needs of customers,accelerate the layout of non-contact intelligent services,break through traditional consumption habits,to provide content services;in terms of price strategy,we should guarantee the value of products and increase the repurchase rate;in terms of channel strategy,we should strengthen the construction of direct channels,strengthen the upstream and downstream linkage to expand new channels;in terms of promotion strategy,we should strengthen personalized marketing,carry out experiential promotion,de-OTA,and develop self-supporting membership system;in terms of personnel,open the full marketing,to create the hotel exclusive private domain traffic;in terms of service process,aggregate service demand,precise service contact,improve customer satisfaction with high quality service;in terms of service process,aggregate service demand,precise service contact,improve customer satisfaction with high quality service;in the visible display,we should pay attention to the safety and health requirements,and do a good job of information communication with consumers.Through the above methods for the postepidemic era of A hotel in Shandong marketing strategy optimization design,and put forward the corresponding implementation of safeguard measures,hoping to provide reference for the development of the post-epidemic era of hotel marketing strategy.