跨界营销对中档酒店品牌知名度的影响研究

A Study on the Influence of Cross-border Market on Brand Awareness in Mid-scale Hotels

中国经济与旅游业的持续快速发展,使居民消费能力日渐提升,消费倾向不断变化;新时期中国酒店业的转型发展,给中档酒店创造了较多的市场机会,但也面临着其他类型酒店的竞争与挑战。论文通过综合阅读、分析国内外关于跨界营销和品牌知名度相关的研究文献,选择中等收入与消费层次的人群对入住酒店的意向等问题开展问卷调查,运用SPSS 19.0、相关分析和回归分析等方法对采集到的数据开展研究。研究结果显示,中档酒店消费群体在选择入住酒店时,很大程度受酒店品牌知名度的影响,而跨界营销对提升酒店品牌知名度有正向影响,影响程度依次为传播跨界、产品跨界、渠道跨界。论文最后重点选择中青年目标市场群体作为营销对象。遵循市场规律,聚焦消费者喜好,科学选择合作伙伴;借助互联网平台实施传播跨界;运用品牌联想创新思维实现产品跨界;实施多品牌合作共赢,实现渠道跨界等五个方面,提出提升中档酒店品牌知名度的建议。

With the sustained and rapid development of China’s economy and tourism, the consumption capacity of residents is improving gradually, and the consumption tendency is changing constantly. It has created more market opportunities for mid-scale hotels, but they also face competition and challenges from other types of hotels. Through comprehensively reading and analyzing the relevant research literature on cross-border marketing and brand awareness at home and abroad, the author of this paper selected the middle income and consumption groups to be investigated in the questionnaire survey on related issues. Using SPSS 19.0, correlation analysis and regression analysis, we analyze the collected questionnaire data. This research shows that the choice of mid-scale hotel customers is largely influenced by the hotel brand awareness, while cross-border marketing has a positive impact on the promotion of hotel brand awareness. Among them, cross-border communication has the most obvious influence on brand awareness, followed by cross-border product and cross-border channel. This paper finally chooses the young and middle-aged target market group as the marketing target. In addition to following the market rules and focusing on consumer preference of market consumers to choose partners, our conclusions are to carry out communication crossover through Internet platform;use brand association innovative thinking to achieve product crossover;implement multi-brand win-win cooperation to achieve cross-boundary channels. The aim of all these five proposals are for joint construction and sharing, thereby improving the brand awareness of mid-scale hotels.