L酒店营销策划研究

AbstractAt present,China's economy is developing rapidly,and the hotelindustry has achieved remarkable development and progress.Thecompetition in the hotel industry in China is becoming increasingly fierce,while the personalized needs of consumers are becoming increasinglyapparent.It should be noted that the homogeneity of products in the hotelindustry is still very serious,and in today's society it is difficult to fully meetconsumer demand.With the rapid development of computer artificialintelligence technology and the Internet of Things technology,online channelmarketing has also become an important part of hotel marketing strategies.More and more customers rely on online booking centers,which alsoincreases hotel demand.This article combines marketing-related theories,and firstly studies thedevelopment process,organization structure and product structure of L Hotelmarketing in Q city.In addition,this article will adopt the SWOT analysismethod to conduct a scientific and specific analysis of the macroeconomicenvironment of L Hotel.This analysis method will be used to analyze theadvantages and disadvantages of the hotel,external opportunities and threats.Based on this,the local market environment and the L Hotel marketsegmentation standards will be used to clarify the positioning of the hotel.Finally,4P marketing theory is used to put forward marketing strategies andsuggestions from four aspects:product,price,place and promotion.Keywords:Hotel Marketing Strategy Market Segmentation 4P theorySWOT analysis