近年来,色彩营销作为一种低成本高效率的市场营销方式在企业的营销战略中加以广泛应用。本文以如家商旅型连锁酒店为例,通过其发展及目标群体分析,进行色彩可行性与策略研究。一、酒店发展概况伴随着市场经济的快速发展,商务人士借助各种交通工具穿梭于各个城市之间,同时对住宿市场提出了要求。另外,随着国家“双休日”政策和重大节日的休息制度的实施,给人们的生活提供了休闲旅游的可能。他们对服务优良、设施完备、价格较高的传统酒店业态不予考虑;对设施简陋、服务一般、 In recent years, color marketing as a low-cost and efficient marketing approach in the enterprise marketing strategy to be widely used. This article takes Rujia Business Hotel Chain as an example, through its development and analysis of target groups, conducts color feasibility and strategy research. First, the hotel development overview With the rapid development of market economy, business people with a variety of vehicles shuttle between cities, at the same time put on the residential market requirements. In addition, with the implementation of national “weekend ” policy and major holiday rest system, it provides the possibility of leisure travel for people’s life. They do not consider traditional hotel formats that are excellent in service, complete in facilities and high in price. They are not satisfied with the simple facilities and services,