基于移动生态,赋能酒店打造平台生态圈——以直客通公司为例

On Creating Platform Ecosphere Based on Mobile Ecology,Empowering Hotels:A Case Study of Zhiketong Company

随着移动互联网飞速发展,酒店在线预订行业面临急剧转变,OTA合并后,单体酒店的议价权进一步丧失,高佣金点和越来越多的新开酒店持续压缩酒店的利润空间。与此同时,"微信公众号+"的移动生态为酒店建立直销体系提供了有利条件。"直客通"正是基于此契机,以专业的视角,采用"系统+运营"的独家模式,帮助酒店利用微信搭建微商城进行直销,同时为客户提供各种信息及服务。案例主要描述直客通赋能酒店进行微信社群营销,帮助酒店在提升盈利能力和经营稳定性的同时,实现与顾客之间的价值共创,以高效的方式快速建立直销会员体系,打造平台生态圈。

With the rapid development of mobile Internet,the hotel online booking industry is facing a sharp change.After the merger of online travel agency(OTA),the bargaining power of single hotel is further lost.The high commission point and more and more new opening hotels continue to compress the hotels profit margin.At the same time,the mobile ecosystem of Mwechat public account+M provides favorable conditions for hotels to establish a direct sales system.Based on this opportunity,uzhiketong,,adopts the“system+operation”exclusive model with a professional perspective,providing customers with various information and services,and at the same time helping hotels use WeChat to build online malls for direct sales.This case mainly describes“zhiketong”empowers hotels for WeChat community marketing,helping hotels to achieve value cocreation with customers while improving profitability and operational stability,to establish a direct sales membership system quickly and build a platform ecosphere in an efficient manner.