The Strategy for Capsule Hotel Industry in China
DOI:
https://doi.org/10.54691/bcpbm.v20i.923Keywords:
Capsule hotel; Generation Z; Hospitality industry; Marketing Mix Theory.Abstract
Affected by the epidemic, the global hotel industry is on the decline, and the discussions on the current hotel market debate and relevant solutions have never stopped. Turning the time back to the early twenty-first century, the first pioneers in China set up capsule hotels after studying and researching the operational model of the Japanese capsule hotel market, and around 2010 they began to test the waters for the market as a whole, but ultimately failed. Now that the Chinese accommodation industry is in several stages, capsule hotels have a great opportunity to establish themselves in the market today, especially during the epidemic, compared to the narrow market and tiny profit margins of a decade ago. This paper intended to develop from a subtle point of view that combines Marketing Mix theory and SWOT analysis to analyze the new industry in the hotel industry-Capsule Hotel. The paper mainly focused on how to use past data to consolidate and promote their position in the hotel industry market according to the special group of Generation Z.
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