Marketing management is an important part of modern marketing. For hotel chain enterprises, marketing management is not only related to the effectiveness of marketing strategies, but also related to the long-term development of enterprises. So, what marketing strategies do chain hotels have?

Looking at the current market situation, chain operation has gradually become an important way of hotel management, and what kind of marketing strategy chain hotels adopt in their operation plays a vital role in both short-term economic benefits and long-term brand interests of chain hotels. Based on the current economic situation in China, this paper briefly discusses the marketing of chain hotels from many aspects of chain hotel management.

First of all, from the management, formulate the marketing strategy of chain hotels.

1. Brand management.

The corporate brand of chain hotels is the soul of chain hotels, and it is also the key to determine whether chain hotels can go long in the market. In brand management, brand planning, brand design, brand characteristics and brand model are all in brand management? Key words? Managing these links well will lay a good market foundation for chain hotels. Chain hotels should scientifically manage the brand image of chain hotels from the aspects of business model, business varieties and business characteristics, combined with the actual market situation.

2. Personnel management.

The management of chain hotels is inseparable from employees. Therefore, if we want to manage the hotel chain fundamentally, we must manage the hotel staff well. First of all, chain hotels should do a good job in hotel management, conduct regular training, improve the marketing quality, overall ideological level and professionalism of hotel management, and strengthen market adaptability. Secondly, it is necessary to train the hotel's grass-roots staff in an orderly and planned way to enhance their professional ethics and service awareness, so as to better enhance the overall image of chain hotels.

3. Financial management.

Financial management is the key link of chain hotel marketing. How to manage this link largely determines the final profit of chain hotels. Therefore, in this link, we should try our best to save expenses and do a good job in revenue and expenditure management while ensuring the quality of service. Only under a sound financial management system can chain hotels achieve steady development.

4. Customer management.

The service of chain hotels is ultimately customer-oriented. Therefore, providing quality service to customers is the most important goal of chain hotels. As a service industry, the hotel industry has higher requirements for customer management. From the perspective of hotel chain enterprises, customer management is to pay attention to customers' opinions and listen to their suggestions through various interactive activities. Therefore, chain hotels should always focus on customer demand, constantly adjust their business model and service items according to customer demand, communicate with customers in time, conduct customer surveys on a regular basis, listen carefully to customer suggestions, and attract more and more customer groups through quality service.

Second, how to conduct marketing for hotel chains

Since the reform and opening up, China's hotel chain industry has continued to develop rapidly. Many hotel chain enterprises actively implement their own marketing strategies, and have achieved good sales performance and improved sales performance. So, how should chain hotels conduct marketing? First of all, chain hotels should do a good job of market analysis in the early stage, collect all kinds of relevant information in the market, analyze all kinds of data, and look for opportunities for chain hotels to obtain greater development space and economic benefits on the basis of the analysis results. Secondly, after finding the most suitable market opportunities, chain hotels should refine the market opportunities on a large scale, conduct serious and meticulous market research activities, and determine the target market of chain hotels. Thirdly, after determining the target market, chain hotels should formulate marketing strategies according to the target market. When making marketing strategies, chain hotels should understand the current economic situation and market background, adopt the way of marketing combination, and carry out product combination with customer demand as the main goal, so as to attract more customers while maintaining the existing customer base. Finally, chain hotel enterprises should carry out strict market management in the whole process of marketing to ensure marketing.

Third, the positioning of chain hotel marketing target market

1. Divide the market.

The market segmentation of chain hotels can effectively divide consumers into different categories. In this way, chain hotels can better manage and innovate the existing management mode and service mode according to the requirements of different types of consumers, formulate better management schemes, better serve customers and gain a foothold in the market. In order to better segment the market, chain hotels should first do the most basic segmentation work, then identify, attract and summarize the market, effectively determine the general situation of the market, then continue to position, and finally formulate the marketing mix according to the analysis results.

2. Choose the market.

After making a good marketing mix according to the market situation, chain hotels should put these product combinations into different customer groups according to different characteristics, so as to achieve good marketing results. However, it is a very complicated and important job to match different marketing combinations with customers, and it is very important for chain hotels to implement marketing strategies in this link. In the specific implementation, hotel chains can choose the target market in the following ways. First of all, enterprises can ignore the nature of different marketing combinations and the differences of customers, and adopt indiscriminate strategies to launch products. This business model can be affirmed by customers in many aspects because it integrates the universality of customers. However, this way of unified service and unified price can only be applied to middle and low-end chain hotels because it stifles the customer's personality and will not get the customer's 100% satisfaction. Secondly, chain hotels can adopt personalized marketing strategies and set different standards for hotel services and prices to meet the personalized needs of different customers and attract customers with the characteristics of personalized services. Finally, chain hotels can also provide professional services for senior customers.

3. Positioning the market.

After the above two links, the image of chain hotels is basically determined and the market positioning is very clear. After determining the market positioning, chain hotels need to always determine the service content and products on the basis of this market positioning, and constantly innovate and make progress to meet the needs of target customer groups.

Fourthly, the combination strategy in chain hotel marketing.

1. product strategy.

When providing products and services to customers, chain hotels should start from customers' needs, meet customers' needs, grasp customers' consumption psychology, provide customers with the best service, and let customers decide the service, image and specific functions of chain hotels. So in the formulation of chain hotel products, chain hotels should always adhere to it? Empathy? The strategy, whether it is the type of hotel service, the type and characteristics of hotel products, or even the product packaging provided by chain hotels, should be carefully designed according to the needs of customers.

2. Price strategy.

Chain hotels should formulate price strategies based on various factors. First of all, we should know the location of the hotel and the price level of the hotel. Secondly, it is necessary to formulate the service level and overall standard of the hotel. Finally, it is necessary to subdivide different customer groups and formulate different price standards. Chain hotels should combine the above factors, and then consider the changes brought by seasons and major events to set prices.

3. Distribution strategy.

Chain hotels can attract more customers through various distribution channels and ensure the economic benefits of chain hotels. Specific distribution methods can include telephone sales, TV and Internet sales, salesman recommendation, etc.

4. Promotion strategy.

Promotion is a powerful means to expand the market, and there are various forms of promotion. However, no matter what promotion method is adopted, it is necessary to attract consumers' consumption interest by attracting consumers' consumption desire, expand the customer base for chain hotels and better shape the brand image of chain hotels.

Verb (abbreviation of verb) conclusion

Marketing management is an important part of modern marketing. For hotel chain enterprises, marketing management is not only related to the effectiveness of marketing strategies, but also related to the long-term development of enterprises. At present, chain operation has become an important mode of operation in the hotel industry. However, due to the different marketing strategies adopted, the brand influence and operating efficiency of different chain enterprises are also different, among which the selection and implementation of marketing strategies play a key role. With the continuous development of the market, chain hotels came into being. With the continuous development of society, chain hotels have ushered in a period of rapid development. However, the fierce competition that followed also prompted the chain hotels to constantly improve their business strategies, innovate in combination with the needs of the market and customers, and strengthen management, so as to continuously enhance their competitiveness and achieve good and stable development.

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