Optimization of the Internet marketing strategy in the middle and high-end hotel industry in Yunnan province in the post-epidemic era

Abstract

During the epidemic period, the real economy industry, such as the domestic hotel industry, was severely impacted, and the sector accelerated the elimination of enterprises and the restructuring of resources. After entering the post-epidemic era, the economy picked up and the desire for consumption increased. Taking Yunnan Province as an example, this article uses PESTLE and Porter’s five-force analysis model to analyze the industry environment and precise market positioning to clarify the advantages and disadvantages of the middle and high-end hotel industry in Yunnan Province. Then, combined with the Internet, a platform with high speed, low cost, popular and popular trends, and many derivative social media, it aims to promote strengths and circumvent weaknesses, highlight advantages, provide more personalized products and services, improve the competitiveness of enterprises, and simultaneously achieve brand promotion and resource absorption. Finally, 4P, 4C, and other models are used to formulate effective Internet marketing strategies suitable for the high-end hotel industry in Yunnan province to adapt to the industry changes.