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