| In the past three decades,with the sustained and rapid development of China’s economy,China’s hotel industry has also made steady and rapid development and progress.At the same time,the competition in the hotel industry is becoming increasingly fierce,and consumers’ pursuit of personalized products is becoming increasingly evident.Therefore,new hotel concepts have been introduced into the domestic market,such as theme hotels,resort hotels,and so on.However,with the rapid development of such hotels,the homogenization of hotel products is becoming increasingly serious.As an established resort hotel built in 2010,facing this development and opportunity as well as the complex market situation.Y Hotel should fully seize the opportunity through various channels,systematically construct differentiated marketing strategies,further highlight of the characteristics and advantages,and occupy more markets with differentiated marketing.Achieve high consumption,high quality,and long-term sustainable development of hotels.Y Hotel is a traditional five-star resort hotel invested by domestic private enterprises.In recent years,it has been affected by the fierce market competition caused by changes in the external environment and the rapid development of the industry.Its operating income has gradually declined and its development has been relatively slow.Therefore,how to take a unique and regionally differentiated marketing path under the fiercely competitive hotel industry and the current social situation is the key issue of this dissertation.First of all,the author reviews the current research situation at home and abroad,elaborates the marketing strategy,differentiated marketing strategy and other related theories,as well as the development status and internal and external environment of Y Hotel,and analyses and understands the current main customer groups and main shortcomings of Y Hotel by issuing questionnaires.Analyse the advantages and disadvantages and opportunities and threats of Y hotel,and then carry out market segmentation,target market selection and market positioning of the hotel,and analyse the shortcomings of the hotel’s products,prices,channels,promotions,personnel,processes and tangible display.In view of these shortcomings,according to Differentiated marketing theory,combined with the current characteristic advantages of Y Hotel,proposes targeted differentiated marketing strategies.Based on the actual situation of Y Hotel,this dissertation focuses on macro strategy and micro strategy,integrates the knowledge learned from marketing and differentiated marketing management,and proposes several key directions for differentiated marketing strategies: first,further identify market segments,combine current tourism trends,and focus on providing more comprehensive and high-quality services for mid to high-end consumer groups;Second,in the context of the digital era,make full use of online platforms to display and promote room conditions,hotel environment,recreational services,exhibition activities,and other aspects,and provide potential customers with a more intuitive and convenient way to understand with modern technologies such as VR;The third is to fully seize the geographical advantages of the hotel,combine local cultural characteristics,create a cultural tourism portfolio with geographical location characteristics,integrate cultural characteristics into the architecture and decoration,provide customers with differentiated and personalized consumption experiences through rooms,catering,recreation,limited time event products,and additional services,and establish a brand image.By optimising the differentiated marketing strategy of Y Hotel,the author helps it achieve a certain degree of breakthrough in marketing,and provides a certain reference for the management and long-term development of the hotel,which is of great significance to improve the market competitiveness of the Y hotel itself. |
