Study On The Optimization Of The Chao Man Hotel Service Marketing Strategy

Jiangxi,the heart of the Soviet Union,the cradle of the Chinese Red Army,the red tourism resources in Jiangxi province are very rich because to the history of the Chinese revolution,the provincial capital Nanchang has also become an important tourist city in Jiangxi Province due to the "August 1 Nanchang Uprising".With the continuous development of red tourism resources,the economic benefits of red tourism resources will continue to be highlighted,and the hotel industry driven by the tourism industry will also develop steadily.This thesis focuses on the research on the service marketing strategy of Chaoman Hotel in Nanchang Economic and Technological Development Zone,deeply analyzes the problems existing in the operation process,and puts forward the optimization strategy to better help them seize the market opportunities,stabilize the customer source and enhance the market competitiveness.Through the investigation,it is found that the consumer positioning of Chaoman hotel is not accurate enough,although the organizational structure is complete,but its utility is not good;it has good geographical advantage,but the competition pressure is large;service marketing awareness,but poor network communication channels,insufficient analysis,peak season price adjustment is not dynamic;the customer group to the hotel overall service satisfaction is not high,humanized service concept needs to be sublimated.In addition,transportation convenience,hotel product design,marketing channel construction,discount promotion strategy,hotel environment facilities,process management and tangible display and other links are more or less insufficient.In view of the above problems,first of all,the SWOT analysis strategy,fully studied the advantages,disadvantages,opportunities and threats faced in the operation process of the hotel,and put forward the corresponding SWOT combination strategy according to the advantages,disadvantages,opportunities and threats,to help the hotel to make full use of the advantages and opportunities to avoid disadvantages and threats.Secondly,in view of the problems arising in service marketing,the corresponding countermeasures are put forward from the aspects of product,price,channel,promotion,tangible display and process management.For example,service product diversity,implementation of differentiation optimization pricing strategy,continuous optimization of hotel channel strategy,full use of personnel marketing and advertising strategies,and service differentiation strategies.Finally,in order to ensure the smooth implementation of various measures,the implementation of the guarantee strategy is put forward to ensure the efficient implementation of various service marketing strategies.