1. Foreword Since the reform and opening up, after more than 21 years of development, the hotel industry in Beijing and even the whole country has reached a considerable level of development, and the market is becoming more and more mature. The traditional practice of gaining market competitive advantage through scale and star competition has been unable to enable hotels to establish their own core competitiveness, and the hotel competition model has undergone fundamental changes and strategic shifts, and market segmentation and characteristic marketing have begun to be the main means to establish core competitiveness. Among them, the most outstanding performance is the theme hotel, which occupies its own unique market segment and attracts specific customer groups by changing its own conditions. Its market performance is particularly outstanding, and it has become the mainstream direction for the renovation of most new hotels and even traditional hotels. So what is a theme hotel and how should it be marketed? With the arrival of the new economic era, the concept of social marketing has changed greatly. However, at present, the marketing of many hotels still stays in the primary stage of blind management by imitation and loose management by experience, which makes the hotel's management effect very low and difficult, and the concept determines the behavior, and what kind of action there is. Today's hotel industry is in an era of the most lack of marketing and the most need for marketing. If hotels lack correct marketing concepts as business guidance, it will be difficult for them to win in the highly competitive market. This paper attempts to summarize the research on theme hotels at home and abroad by summarizing and analyzing more than 41 articles and related books published in China Tourism News, Tourism Journal, Chinese and foreign hotels, hotel modernization, sales and market, etc., in order to seek relevant research results to give some guidance and enlightenment to the marketing of theme hotels. 2. The rise of theme hotels and related concepts 2.1 The rise and performance of theme hotels At present, a proper term-micro-segmenting market has appeared in the international hotel industry, indicating that the era of hotel theme has arrived. Wei Xiaoan pointed out that "theme hotels are in a concept at present, and there is no real strict operation, but they can form a general idea, and being able to pursue this aspect is a sign of high market maturity". Qin Wei said, "The essence of the theme is culture, and the theme and personalization of hotels are the inevitable products of intensified competition in the tourist market. The theme of hotels is an inevitable development trend after the industry matures. " Qin Hao and Meng Qingchao of Jinan University pointed out that "from the perspective of social development, theme hotels are the result of economic development, improvement of people's cultural quality, diversification of demand and personality; From the perspective of the hotel's own development, it is the result of market segmentation to adapt to the diversified and personalized needs of customers. " Chen Yuewei, Cultural Commissioner of the Ministry of Culture of Jingchuan Hotel, believes that the birth of theme hotels is the inevitable choice promoted by competitive pressure and the only way to seek survival and development. The result is the gradual rise and formation of theme hotels, which become a group of new forces in the industry, and form a new strategic alliance with the advanced cultural direction they represent. The birth of this alliance will become one-third or even more of the market power and share of the industry, which will lead to an avalanche reshuffle and snowball strategic alliance of the whole industry. The theme hotel is the "flag that has been flying" that leads this development prospect. In recent years, the hotel industry in China has begun to notice the trend of themed and characteristic construction, which is manifested in the constant emergence of hotels with various themes and characteristics as competitive products. Creating themed hotels has become a new hot spot in hotel construction in China in the early 21st century. Yuan Lee, China Tourism News, analyzed the reasons for the rise of theme hotels in China hotel industry from several aspects, namely, the need for differentiation caused by intensified competition, the need to solve the problem of hotel homogenization, the need for experiencing tourism development, the need for improving hotel taste and the need for cultural industry development. Tian Xiaoyin and Ren Ye analyzed that domestic hotels need to develop new products and improve old projects to meet customers' consumption needs, and theme hotels should make full use of high-tech technology to show a unique hotel environment to meet customers' experience needs and meet the needs of experience economy development. The theme hotel has been launched abroad for nearly 51 years. In 1958, Madonma Inn in California, USA, took the lead in launching 12 theme rooms, and later developed to 119, becoming the earliest and most representative theme hotel in the United States. At present, the theme hotels in the world are the most concentrated and famous in Las Vegas in the United States. However, in China, the field of theme hotels started slowly, and the development is not very fast because of the large investment in construction, but this form has emerged, mainly focusing on www.shlunwen.com in Shanghai, Guangdong, Shenzhen and other places in China. The first real theme hotel is the Venice Hotel, which opened in Shenzhen in May 2112. It combines the architectural style of Renaissance and post-modernism in Europe and is decorated with the theme of Venice culture. The emergence of theme hotels can be described as various. The geographical distribution shows a global development trend, and the theme selection is diversified. From the content, it can be basically divided into natural scenery hotels, historical and cultural hotels, urban specialty wine shops, celebrity culture hotels, art characteristic hotel, and fairy tales hotels. From the different stages and levels of development, it can be divided into functional and cultural theme hotels. Qin Wei divided theme hotels into ethnic geography, history and culture, movies, songs and dances, sports and leisure. 2.2 Related Concepts of Theme Hotels The National Tourism Administration defines general hotels as accommodation facilities that can provide catering services and related services to tourists by night. The theme refers to convey the content and meaning information of enterprises and brands, and it is the spiritual pillar, key points and memory tips. Therefore, the theme is the soul of the distinctive features and unique personality of products, and it is also the basic charm of enterprises that influence consumers' choice of consumption direction. The concept of theme hotel comes from theme restaurant, which first appeared in America. What is a theme hotel? There are many definitions of theme hotels. Qin Han and Meng Qingchao think that theme hotels refer to architectural style, decorative art and cultural taste. A hotel with a specific theme in terms of market positioning and service characteristics. However, Ouli said that theme hotels refer to hotels with architectural style, decorative arts and even service projects that highlight a specific theme. Based on a comprehensive survey of domestic literature, the author finds that the research on the concept of theme hotel is mature and tends to be consistent, that is, the theme hotel is characteristic hotel, which embodies the architectural style and decorative art of the hotel with a specific theme, embodies a specific cultural atmosphere, and allows customers to enjoy personalized culture. At the same time, the service items are integrated into the theme, and the stereotyped service is replaced by personalized service, so that customers can get happiness, knowledge and excitement. Theme hotels are different from ordinary hotels. They are no longer simple catering and accommodation facilities, but a paradise for customers to seek happiness and knowledge. Wei Xiaoan, a famous tourism expert, summed up "culture as the theme, hotel as the carrier and guest experience as the essence" in three sentences. The theme hotel is characteristic hotel, but characteristic hotel is not necessarily a theme hotel. Yuan Lee of China Tourism News thinks that "the so-called characteristic hotel refers to a hotel that gives its appearance, atmosphere or service products a certain difference from traditional hotels by introducing unique natural and cultural resources and modern scientific and technological achievements, and can bring unique feelings to consumers. The theme hotel refers to a hotel that designs, builds, decorates, produces and provides services based on the most influential regional characteristics and cultural characteristics of the hotel's location. Its biggest feature is to give the hotel a certain theme and build a hotel atmosphere and management system with all-round differences around this theme, thus creating a unique charm and personality that cannot be imitated and copied, and achieving the purpose of improving the quality and taste of hotel products. " Research status at home and abroad: If a hotel has no guests, then even the best manager can't achieve the profit goal of the enterprise. An important problem facing hotels is marketing. With the change of guest demand structure, the competition in the hotel market intensifies. Hotel marketing presents a diversified development trend.