On the network marketing strategy in hospitality.docx

On the network marketing strategy in hospitality.docx

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Onthenetworkmarketingstrategyinhospitality

编号10287

南京航空航天大学

毕业论文

课题名称

浅谈酒店行业网络营销策略

学生姓名

丁时宣

学号

018914227008

专业

商务英语

班级

南京旅游职业学院

指导教师

贲培娣

2016年3月31日

Onthenetworkmarketingstrategyinhospitalityindustry

by

DingShixuan

UndertheSupervisionof

LecturerBenPeidi

SubmittedinPartialFulfillmentoftheRequirements

fortheBachelorofArts

BusinessEnglish

NanjingUniversityofAeronauticsandAstronautics

April,2016

Abstract

NetworkmarketingistheprocesswhichbasedonPCinternet,mobileinternetplatform,usinginformationtechnologyandsoftwareengineering,tomeettheexchangeofconcepts,tradingproducts,providingservicesbetweenbusinessesandcustomers.Throughonlineactivitiestocreate,promoteanddelivercustomervalue,andthemanagementofcustomerrelationship,inordertoachievecertainpurposeofnewmarketingcampaign.Thenetworkmarketinghasthebroadandnarrowsenseaccordingtoitsrealizationway.Thebroadnetworkmarketingreferstotheenterprisetouseallthecomputernetworktocarryonthemarketingactivity,andnarrowsenseofnetworkmarketingreferstotheinternationalinternetmarketing.Thedevelopmentofmodernhospitalityindustrycannotleavethenetworkmarketing,forhotels,thecharacteristicsofthenetworkmarketingislowcost,highefficiency,goodeffect,widecoverageandhighorderrate.

Keywords:

hotel;Networkmarketing;problems;strategy

摘要

网络营销指基于PC互联网、移动互联网平台，利用信息技术与软件工程，满足商家与客户之间交换概念、交易产品、提供服务的过程；通过在线活动创造、宣传和传递客户价值，并对客户关系进行管理，以达到一定营销目的新型营销活动。

网络营销根据其实现方式有广义和狭义之分，广义的网络营销指企业利用一切计算机网络进行营销活动，而狭义的网络营销专指国际互联网营销。

现代酒店业的发展离不开网络营销，对于酒店来说，网络营销的特点就是成本低、效率高、效果好、覆盖广，下单率高。

关键词：

酒店网络营销存在问题策略

Acknowledgements

Mythesis“Onthenetworkmarketingstrategyinhospitalityindustry”hasdrawnupontheadvice,encouragementandsupportofagoodnumberofteachersfromNanjingInstituteofTourismandHospitality.

Firstandforemost,mysincerethanksshouldgotoBenPeidi,whohasbeenprovidingmewithtechnicalguidanceandassistancestepbystepthroughoutthewholeprocessofthesiswriting.TheexistenceofthisthesisowesmuchtoMsBen’sselflessness,wisdom,timeandpatience.

IwouldalsoattributethecompletionofthisthesistoMsBen,whoseinstructionsonthesiswritinghashelpedlayagoodfoundationfortheconstructionofthisthesis.I,too,owemygratitudetootherfacultyteachersinthedepartment,whohavecontributedinsomewaytotherefinementandaccomplishmentofthisthesis.

IalsofeelindebtedtotheauthorslistedintheReferences,fromwhoseworksIhavedrawnagreatdealofinspirationandideas.

Finally,Iwouldliketorecognizethecontributionsofmanypeoplewhohavehelpedmebutnotbeenadequatelyacknowledgedhere.

Contents

Abstract……………………………………………………………………………….i

Acknowledgements……………………………………………………………………ii

Contents………………………………………………………………………………iii

1Introduction……………………………………………………………………….1

2DefinitionofNetworkMarketing………………………………………………..1

2.1CurrentSituationofNetworkMarketing………….……………………........2

2.2TheDevelopmentofChina'sHotelNetworkMarketing…….…...………….2

3TheImportanceofHotelNetworkMarketing…..……………...…………………3

3.1CostReduction……………………..……..………………………………….3

3.2ExchangeInformation………………....……………………………………3

3.3AttractTourists………………………...……………………………………3

3.4PersonalizedService…………….....................................................................4

4TheProblemsExistingofHotelNetworkMarketing…….…………..…………4

4.1NetworkMarketingAwarenessBackward………..………………………..4

4.2MaliciousCompetitionAmongtheIndustry…………………………………4

4.3LowDevelopmentLevelofNetworkMarketing………...………………..…5

4.4HotelWebsiteTechnologyBackward……………………………...………5

4.5NetworkPaymentSecurity………...............………………………………....5

5HotelNetworkMarketingStrategy……………………………………….………6

5.1ProductStrategy………….…………………………………………………..6

5.2PricingStrategy………………………………………………………....……6

5.3ChannelStrategy……………………………………………………..………6

5.4PromotionStrategy………………………………………………………..….7

6Conclusion……………………………………………………………………...…8

References………………………………………………………………………..……9

OntheNetworkmarketingstrategyinhospitalityindustry

1Introduction

Inrecentyears,China’sModernHotelindustryhasbeenbooming,whetherthequalityoftheindustryscalefacilitiesorbusinessphilosophyorthelevelofmanagementhasmadeconsiderableprogressandenteredastageofmodernization.Theworldof21Centuryistheeraofhighspeedinformation,theera’sscienceandtechnologyhavealsobeenin-depthpeople'slives.TheInternetisthemostinfluentialmediaintoday'ssociety.Thecharacteristicofdisseminationofinformationishigh-speed,wide-rangingandGreatimpact,whichformedanewmarketingmethod--networkmarketing.WhenitcomestoInternetMarketing,everybodyisnotstrange.Becausenowthenetworkmarketinghasappearedinourside,atanytimeandinallkindsofnetworkmediatopushmarketingadvertising.

Hotelasaboomingindustry,followedbythedevelopmentofmoderntourism,hasenteredanewera.Itisnolongeropenthedoorwaitingforthegueststostay,buttoseizetheopportunity,andactivelydevelopbetternetworkmarketingstrategybyusingnetworkmarketing,toattractmoretourists,expandfamousdegree,developbrandloyalty,inordertoachievethepurposeofgreaterprofit.

2DefinitionofNetworkMarketing

Networkmarketingisbasedonmodernmarketingtheoryasthefoundation,withtheaidofnetwork,communicationanddigitalmediatechnologytoachievemarketingobjectivesofbusinessactivities;whichcontributedtotheprogressofscienceandtechnology,customervaluechangeandmarketcompetition.Itistheinevitableproductoftheinformationsociety.Networkmarketingisdividedintobroadsenseandnarrowsensebasedonitsimplementationmethod.thegeneralizednetworkmarketingreferstoenterprisestotakeadvantageofallthecomputernetworkmarketingactivities,andnarrowsenseofnetworkmarketingreferstotheinternationalInternetmarketing.

2.1CurrentSituationofNetworkMarketing

Accordingtostatistics,in2012thenumberofInternetusersintheworldhasreached1billion900million,accountingfor1/3ofthetotalpopulation.ThishugeInternetpopulation,hasbecomethemaintargetofnetworkmarketingandpotentialconsumers.Overseasnetworkmarketingstartedearlier,especiallyintheUnitedStates,Japan,Koreaandotherdevelopedcountries,thedevelopmentofnetworkmarketingisveryrapid.WiththeadvancedevelopmentofTVadvertisingandradioadvertising,onlineadvertisingisalsodevelopingrapidly.Thetwoareconsistentwiththepotential,andachievesteadygrowth.Forourcountry,networkmarketingisrelativelylate.Bythebeginningof21Century,manycompanieshavegraduallyrealizedtheimportanceofnetworkmarketing.Tothepresent,thenetworkmarketingintothedevelopmentandapplicationofthestage,thenetworkmarketingmarketgraduallyformed.

2.2DevelopmentofChina’sHotelNetworkMarketing

Networkmarketingfirstoriginatedin1997,andreachedfirstpeaksin2002-2003.Alotofmarketingisslowlytransferredtothenetwork.Butsoon,becausethedomesticnetworkbehaviorisnotstandard,andthensomeofthenetworkindustrycan’tplayapositivecontroltechnology,resultinginthenetworkcreditcrisis,andthedomesticnetworkprofithasshrunkdramatically.However,manypeopleinthecountryhaveseenthedevelopmentofnetworkmarketing,soithasbeencontinuouslyimprovedtechnologyandstandardizednetwork.Atthesametime,duetothepeople'strustinthenetworktostrengthen,networkmarketinginrecentyearsbegantoflourish.China’shospitalityindustryisfullyintegratedintothelargefamilyofnetworkmarketingandevolvingthemarketingmodeofhospitalityindustry,from20Centurytotheeraofthebighotelin21CenturytotheInternetera.IntheChinesemarket,realsenseofonlinetravelserviceindustryhasonlyjustbegun,Chineseonlinetravelindustrychainwillappearmoreandmoreenterprises,fromthecurrentlessthan14%oftheshare,tomorethan20%ofthesharein2020.

3ImportanceoftheHotelNetworkMarketing

Networkhasnowbecomeanintegralpartofourlives.Thenetworkpullscloserthedistancebetweencustomersandhotels,makehotelandcustomer’scommunicationmorefreedom,moretimely,moreclosely,morevarious.

3.1CostReduction

Networkmarketingcanreducethecostofsalesandpublicityofthehotel.Networkmarketingmakesthehotelreducesales,therebyreducingthecostofsales.Onlinebookingroom,notonlysavestime,butalsosavesthemanpowercostandsalecostforintermediaries.Throughthenetwork,thehotelcanalsogivepublicitytotheguestsdirectly,toexpandthevisibility,andtherequiredpublicitycostsfarlessthanthetraditionaladvertisingexpenditure.

3.2ExchangeInformation

Networkmarketingisconducivetotheexchangeofinformationbetweenthecustomerandthehotel.Guestscanobtainthehotel'srelevantaccurateinformation,suchasprice,guestroomintroduction,preferentialactivityandsoon,soastodecidewhethertostayinthehotel.Andthehotelcanbethroughthenetworktounderstandtheroomoccupancyrate,marketdemandandchangesininformation,soastomakedecisionandmanagement.

3.3AttractTourists

Networkmarketingcanbringastablesourceforthehotel.Thehotelcanestablishafixedandpermanentcontactwiththegueststhroughthenetwork,sothatthehotelcangrasptheirneedsandideasatanytime.Atthesametime,thehotelcanusetheexistinghotelpublicityandsalesnetwork,sothatlargecustomerscanmasterthehotel'snewserviceprojectsandpr