我国经济型酒店网络营销渠道研究

On Internet Marketing Channel of Economy Hotels of China

经济型酒店经十几年扩张后,目前陷入规模日益扩大但效益每况愈下的怪圈中。网络营销方式因其低成本、高效、方便快捷等优势与经济型酒店的经营理念相适应,被作为突破怪圈的途径之一。然而,在搜索引擎上输入关键字"经济型酒店预订"对网络营销渠道现状的调查研究中发现:目前经济型酒店虽有自有网站,但其营销作用非常有限。其原因有经济型酒店对网络直销不重视,但网络代理商的强势营销也不容忽视,因此经济型酒店需重视网络直销,充分利用信息技术,打造智慧酒店。

After the expansion over the past decade or more years, economy hotels are now in the paradox of increase in scale but decrease in profit. The internet marketing mode is taken as one of the best ways to solve the problem because of its strength and the compatibility of the operation principle of economy hotels. However, a research of the current situation of the network marketing of economy hotels shows that the websites of the economy hotels are very limited in effect. To solve this problem, it is suggested that economy hotels should attach gTeater importance to the network direct marketing channel and the network agents so as to make full use of internet technology.