连锁酒店网络营销策略研究

Online Marketing Strategy for Chain Hotels

连锁酒店是酒店行业的一种重要的扩张方式,而网络营销是连锁酒店当前最重要的营销工具,这不仅是因为网络营销是低成本的工具,更是因为互联网经营已经成为了一种必然的运营方式。现在酒店业不会使用网络营销,那么就会被时代所淘汰已经成为共识。因此结合目前我国连锁酒店网络营销的方式,发现我国连锁酒店网络营销存在产品缺乏差异化、客户关系管理的水平较差和网络营销的方式落后的主要问题,连锁酒店不仅要创新产品服务,强化客户关系管理,加大网络营销力度在短期内吸引顾客,更要从长期的角度利用搜索引擎和社群营销的方式,持续建立品牌形象,实现精准化营销模式。

Chain hotel is an important way of expansion in the hotel industry, and online marketing is the most important marketing tool of chain hotels at present. This is not only because online marketing is a low-cost tool, but also because Internet operation has become an inevitable mode of operation. It has become a consensus that if hotels do not use online marketing now, they will be obsolete in the future. Therefore, combined with the current online marketing mode of chain hotels in China, it is found that there are main problems in the online marketing of chain hotels in China, such as lack of differentiation of products, poor level of customer relationship management and backward online marketing mode. Chain hotels should not only innovate product and services, strengthen customer relationship management, increase online marketing efforts to attract customers in the short term. From a long-term perspective, they should continuously build brand image and achieve precise marketing by using search engine and community marketing.