| Hotel industry is an important industry of service economy in China.With the continuous growth of China’s economy,the improvement of the living quality of residents and the rise of the middle class in China,people’s tourism consumption is getting higher and higher.Consumption upgrading drives the increase of demand.The hotel industry has developed rapidly in both scale and reception quality.However,since the beginning of 2020,affected by the novel coronavirus pneumonia epidemic,China’s originally booming hotel industry has suffered a huge impact,and the operating income has declined significantly compared with the previous.According to the 2022 annual development report of China’s hotel industry,affected by COVID-19,the total number of accommodation facilities in Chinese Mainland will be 361000 in2022,a decrease of 86000 compared with that in 2020,including 27000 in hotel accommodation and 59000 in other accommodation.COVID-19 has had a great impact on the hotel industry.The occurrence of COVID-19 not only has a great impact on the overall income of the hotel industry in China,but also has a great impact on the psychology and behavior of consumers who have experienced the epidemic.Due to the impact of the epidemic,not only the competition in the hotel industry has become increasingly fierce,but also the consumption phenomenon of delayed consumption and degraded consumption has appeared among the mass consumers,which has not only changed the consumption habits,but also lowered the consumption level.In view of the changes of consumers,how each hotel should find its own accurate positioning and provide more accurate pricing and services for consumers has become the key point that each hotel should pay attention to.The changes in the overall hotel industry and consumers have prompted each hotel to start studying new marketing methods to find more accurate market segmentation,market positioning,pricing,marketing channels and promotion means.As far as the macro environment is concerned,despite the impact of the COVID-19 epidemic,hotels can still seize the opportunity of retaliatory travel consumption that will occur after people stay at home for a long time due to the epidemic and the epidemic situation is relatively stable.At this point,it is very important to make sufficient preparations during the epidemic and welcome the rapid recovery of tourism consumption in the normal environment of the epidemic.This article takes A Resort as the research object,and on the basis of elaborating on the theory of precision marketing,it analyzes the macro environment of A Resort in the post epidemic era using PEST analysis tool.Then,through the 4P marketing theory and comparative analysis method,the competitive environment of a resort hotel is analyzed from four aspects:product,price,channel and promotion.The advantages and disadvantages of some competitors in the same city of a resort hotel are also analyzed.It is found that a degree fake liquor store has the problem that its marketing positioning is not clear enough.A holiday hotel and other holiday hotels in the city mainly focus on parent-child travel.What is the core competitiveness of a holiday hotel? Why do customers come to a resort hotel instead of booking other resort hotels?Secondly,through interviews and questionnaire surveys,the marketing status and customer needs of A Resort Hotel in the post pandemic era were analyzed.As a result,it was found that the marketing of A Resort Hotel did not accurately target the main target customer group and did not have sufficient understanding of the changes in consumer consumption habits after the epidemic.Therefore,a solution and method for precise marketing of A Resort Hotel were proposed from three aspects: product,channel,and price.In terms of products,it can expand advantages,innovate forms,and enrich varieties;In terms of channels,online marketing methods can be optimized,marketing channels can be expanded,and offline marketing can be strengthened;In terms of pricing,tiered pricing and pricing techniques can be applied.Finally,this thesis puts forward precision marketing strategies and guarantee strategies,such as strengthening awareness,providing organizational and financial support,and using new precision marketing methods.It is expected that the research in this thesis can help the hotel adapt to the post-epidemic market operation environment as soon as possible,improve the hotel marketing and management level,enhance the competitiveness of the hotel,and better meet the people’s better demand for hotel consumption. |
