Research On Marketing Strategy Of XX Forest Hot Spring Resort

With the rapid development of China’s economy,the tourism industry has gradually moved towards a period of prosperity and development.China has become a country with a huge tourism market,and the influx of domestic and foreign capital into tourism has also led to an increasing number of tourist resorts in various regions.At the same time,with the rapid popularization of the mobile internet and the rise of online tourism,the business model of the tourism industry is also changing.The competition in the tourism industry is becoming increasingly fierce and complex,and the management concepts and methods of most managers of hot spring resorts still remain in a state of waiting for consumers to come to their doorstep.The lagging management obviously cannot meet the fierce competition in today’s market.In a highly competitive and complex market environment,how hot spring tourism resorts exert their own advantages,grasp market trends,and use marketing strategies to enhance their competitiveness to adapt to the current market environment is the key to determining whether sustainable development can be achieved.In the past decade,the number of hot spring enterprises in China has grown rapidly,and the conditions for newly opened hot spring vacation enterprises are more advanced,more suitable for market demand,and more attractive to consumers than those of old hot spring enterprises.In addition,the phenomenon of homogenization of hot spring vacation products and services is serious,and the concentration ability of various resorts to consumers has weakened.In this context,based on the domestic hot spring vacation industry market,Exploring the marketing strategy of XX Forest Hot Spring Resort has certain practical significance.Firstly,this article summarizes relevant marketing strategy theories,tourism marketing theories,and hot spring tourism theories through literature analysis,and summarizes relevant research at home and abroad.Secondly,in terms of macro environment and micro environment,the marketing environment of XX Forest Hot Spring Resort is analyzed to understand the market prospects and competitive environment of the hot spring tourism industry.Moreover,through field interviews and surveys,this paper analyzes the current marketing situation and existing marketing problems of resorts.On this basis,the STP strategic analysis of XX Forest Hot Spring Resort is conducted to obtain the market segmentation,target market,and market positioning of the resort.Finally,based on the 7Ps marketing strategy theory,systematically construct and effectively optimize the resort’s marketing strategies from seven aspects: product,price,channel,promotion,personnel,tangible display,and process,to help XX Forest Hot Spring Resort increase market share,establish brand image,and achieve sustainable development,providing some reference for hot spring tourism enterprises in optimizing their marketing strategies.