OYO连锁酒店营销策略研究

北京理工大学珠海学院2020届本科生毕业论文Analysis of OYO hotel's marketing strategyAbstractThe rapid development of China's economy,so that residents'income has been improved,resulting in a diversified consumer demand,enterprises in the market to maintain a standingposition,it is necessary to meet consumer demand efforts,and in the hotel industry,consumers have different levels of demand,a brand can not meet the needs of consumers atall levels Therefore,enterprises should combine their own strengths and market opportunitiesto do their own market positioning,and then to position as the center to do a good job ofmarketing activities,to give consumers a unique image.This paper first gives an overview of the market situation and development trend ofChina's economic hotel chain industry,and then introduces the OYO hotel chain,expoundsthe marketing environment in which it is located,and analyzes SWOT.On this basis,themarket positioning strategy of OYO hotel chain and the current marketing combinationstrategy are analyzed,the main problems existing in its marketing are discussed,and then givetargeted solution syllables,so as to provide reference and help for the development of OYOhotel chainKey Words:Attribution of responsibility;Light franchise;limited service hotelWord-of-mouth promotion◇