酒店网络营销新模式浅析——以So-hotel酒店直销网为例

Brief Analysis on the New Model of the Hotel Network Marketing——Taking the “So-hotel” Hotel Direct-selling Website for Example

目前,中国酒店业的网络营销虽然已相对成熟,但面对激烈的竞争环境和日益普及的网络技术,理念创新开始显得日益重要。最近出现的酒店网络直销模式正是理念创新的典范,该模式已对传统的酒店网络营销模式提出挑战。通过回顾和剖析酒店网络营销发展历程及遭遇的发展瓶颈,总结了酒店网络直销出现的必然性,并得出酒店网络直销模式"DS-CH"的运作图,继而运用SWOT分析法对"DS-CH"模式进行综合分析,且为该模式的持续发展提出相关建议。

The network marketing of our hotel industry has become maturely recently, while facing the fierce competition and the popularizing network technology, the mind innovation is becoming more and more important. And the good example appearing lately is the network direct-selling model of hotel. This model has proposed the challenge to the traditional hotel net-work marketing pattern. By reviewing and analyzing the developing course of the hotel network marketing and the developing bottlenecks, the paper summarized the inevitability of the hotel network direct-selling appearing, and obtained the operational map on the "DS-CH" model of the hotel network direct-selling, and then generalized analyzed for the "DS-CH" model by using the SWOT analytic method, at last gave some relative advices for the sustainable development of this model.