本文主要采用文献研究法、实地调研等方法，对陕西ZB宾馆的服务营销策略进

In this paper, using literature research, field research methods, Shaanxi ZB hotel service marketing strategy has been studied systematically, using the basic theory of service marketing, service marketing environment, marketing Shannxi ZB hotel were analyzed, from which to find the marketing problems, develop Shaanxi ZB hotel service marketing strategy, including product marketing, price marketing, channel marketing, promotional marketing, personal selling marketing, physical evidence marketing, service marketing process and other 7P service marketing strategy, and made protection measures, including to establish a correct concept of marketing, improve the internal management system, adjust the internal organizational structure, strengthening cultural construction and improvement of hotel excellent human resources that several measures.

This paper mainly uses literature research method, field research and other methods, the service marketing strategy of Shaanxi ZB Hotel has carried out a systematic study, the use of the basic theory of service marketing, the service marketing environment of Shaanxi ZB Hotel, the current situation of marketing analysis, from which to find out the problems in marketing, to work out the service marketing strategy of Shaanxi ZB Hotel, Including product marketing, price marketing, channel marketing, promotional marketing, personnel marketing, physical display marketing, service process marketing and other 7P service marketing strategy, and put forward the implementation of safeguards, including establishing correct marketing concepts, improve the internal management system, adjust the internal organizational structure, Strengthen the construction of hotel culture and improve the human resources of these measures.

In this paper, the service marketing strategy of Shaanxi ZB hotel is systematically studied by literature research and field research. Based on the basic theory of service marketing, the service marketing environment and current marketing situation of Shaanxi ZB hotel are analyzed, the existing problems in marketing are found out, and the service marketing strategy of Shaanxi ZB Hotel is formulated, including product marketing and price marketing 7p service marketing strategies, such as marketing, channel marketing, promotion marketing, personnel marketing, tangible display marketing, service process marketing, etc., are put forward, and the safeguard measures for implementation are put forward, including establishing correct marketing concept, improving internal management system, adjusting internal organizational structure, strengthening hotel culture construction and improving human resources.