服务产品多营销渠道下顾客渠道选择的量化分析

在全球服务经济迅速发展的背景下,以数字化为基础、互联网为纽带的新经济革命的到来,为服务产品如酒店客房的销售从传统的单一店面销售模式走向多营销渠道销售模式提供了强有力支持。本文首先对新技术环境下酒店客房销售模式进行了介绍,主要有实体门店销售、实体店官网销售、实体旅行社及在线旅行社四种模式,并针对不同年龄段顾客就这四种销售方式的选择趋势采用多属性决策方法进行了排序,且对排序结果作了解释。酒店在进行客房预订销售时,可以根据历史入住顾客年龄段分布情况,适时合理调整酒店的营销战略。

With the rapid development of the global service economy, the arrival of the new economic revolution with the digitalization as the foundation and the internet as a !ink provides a strong support for the transformation of service products like hotel rooms from traditional single channel to multiple marketing channels. This paper introduces four kinds of sales models such as physical store sales, official website store sales, entity travel agency and online travel agency, applies the multiple - attribute decision making method to sort the choice~ of the sales trends for customers of different ages and makes an explanation of the results. Hotels can adjust the marketing strategies timely and reasonably for room reservations according to the historical age distribution of customers.