What kind of marketing nature should hotels choose? Consider the strategic factors of the target market.

Because each target market strategy has its own advantages and disadvantages, hotels should choose the target market strategy according to the specific conditions such as enterprise strength, market homogeneity and product homogeneity.

(1) hotel strength factors

Hotel strength refers to the hotel's production capacity, technical capacity, sales capacity, service capacity and management level. If the hotel has strong strength, it can choose the undifferentiated market strategy or differentiated market strategy; If the strength of the hotel is weak and the scale is small, in order to better serve the target market and increase market share, centralized marketing strategy should be adopted.

(2) market homogenization factors

That is, the similarity of customers' demand for hotel products or services. When the market similarity is high, the indifference market strategy should be adopted. For example, some rich people and people with high status like to pursue the comfort of high-end hotels, so high-end hotels such as five-star hotels can adopt this strategy. On the contrary, when the market similarity is low, different hotel marketing strategies and centralized marketing strategies should be adopted.

(3) product homogeneity factors

That is, the similarity between the products provided by the hotel and those operated by other competitors in the same industry. For example, the products provided by ordinary hotels are all to meet people's needs in accommodation and catering, and there is not much difference. We should adopt an undifferentiated market strategy, focusing on price competition. If the similarity of products or services is low and the difference is large, it is advisable to adopt differentiated market strategy and centralized market strategy. If the products operated by the catering department have different tastes and great differences, these two strategies should be adopted.

(4) product life cycle factors

The life cycle of hotel products is generally divided into four stages: introduction period, growth period, maturity period and decline period. Each period can be divided into prophase and anaphase. For products or services in the introduction or growth period, the business department knows little about the needs of customers and few competitors. In order to find the market demand and potential demand, and to improve and develop new products, we should adopt the undifferentiated market strategy. At the initial stage of introduction, if the enterprise is weak, it is better to focus on the market strategy. In the late growth period, mature period and early recession period, due to fierce competition, customers' needs are basically met, and higher and different needs begin to appear. Only through a large number of demand surveys can we understand different market demands and satisfy different customers with different products, which is the differentiated market strategy we adopt. In the later period of recession, the products are aging and the demand drops sharply. At this time, it is necessary to narrow the market, concentrate on meeting the needs of several markets and extend the product life cycle.

(5) the number of competitors

When hotels occupy a dominant position in the market or have fewer competitors, they can adopt an undifferentiated market strategy. When there are many competitors, in order to enhance the competitiveness of hotels and attract more customers, we can adopt differentiated market strategy or centralized market strategy.

(6) the marketing strategy of competitors

Generally speaking, if the competitors are strong and adopt the undifferentiated market strategy, the hotel should find the market that is not occupied or ignored by the competitors in time, and it is appropriate to adopt the differentiated market strategy to meet the unmet market demand at this time; If competitors adopt differentiated market strategy, when the hotel is strong, it should carry out more effective market segmentation and implement differentiated or centralized market strategy to occupy the market; When its strength is weak, it is advisable to adopt an undifferentiated market strategy.

The market competition in the hotel industry is very complicated. We should always analyze the strength of competitors, compare various conditions, carefully consider, foster strengths and avoid weaknesses, seize the most favorable opportunity and choose the most suitable target market strategy.

The life cycle of hotel products is generally divided into four stages: growth stage, maturity stage and decline stage. Stages can be divided into early and late stages. In the introduction or growth of products or services, business units have little knowledge of customer needs and few competitors, and there is no difference in market strategy, so as to detect market demand and potential demand in order to improve and develop new products. At the initial stage of introduction, if the enterprise is weak, it is best to focus on the market strategy. In the late growth period, mature period and early decline period, due to fierce competition, customers' needs have been basically met, and higher demand has begun. Only by investigating a large number of demands can we know that different markets need different products to meet different customers, which is the difference of market strategies. In the latter part of the recession, aging intensifies and demand declines. We should reduce the investment in the market and concentrate on meeting the needs of several markets in order to extend the product life cycle.