On the network marketing strategy in hospitality.docx

1、On the network marketing strategy in hospitality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On the network marketing strategy in hospitality industry byDing ShixuanUnder the Supervision ofLecturer Ben PeidiSubmitted in Partial Fulfillment of the R

2、equirementsfor the Bachelor of ArtsBusiness EnglishNanjing University of Aeronautics and AstronauticsApril, 2016AbstractNetwork marketing is the process which based on PC internet, mobile internet platform, using information technology and software engineering, to meet the exchange of concepts, trad

3、ing products, providing services between businesses and customers. Through online activities to create, promote and deliver customer value, and the management of customer relationship, in order to achieve certain purpose of new marketing campaign. The network marketing has the broad and narrow sense

4、 according to its realization way. The broad network marketing refers to the enterprise to use all the computer network to carry on the marketing activity, and narrow sense of network marketing refers to the international internet marketing. The development of modern hospitality industry cannot leav

5、e the network marketing, for hotels, the characteristics of the network marketing is low cost, high efficiency, good effect, wide coverage and high order rate. Key words: hotel; Network marketing; 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

6、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AcknowledgementsMy thesis “On the network marketing strategy in hospitality industry” has drawn upon the advice, encouragement and support

7、of a good number of teachers from Nanjing Institute of Tourism and Hospitality. First and foremost, my sincere thanks should go toBen Peidi, who has been providing me with technical guidance and assistance step by step throughout the whole process of thesis writing. The existence of this thesis owes

8、 much to Ms Bens selflessness, wisdom, time and patience.I would also attribute the completion of this thesis to Ms Ben, whose instructions on thesis writing has helped lay a good foundation for the construction of this thesis. I, too, owe my gratitude to other faculty teachers in the department, wh

9、o have contributed in some way to the refinement and accomplishment of this thesis.I also feel indebted to the authors listed in the References, from whose works I have drawn a great deal of inspiration and ideas.Finally, I would like to recognize the contributions of many people who have helped me

10、but not been adequately acknowledged here.ContentsAbstract.iAcknowledgementsiiContentsiii1 Introduction.12 Definition of Network Marketing.12.1 Current Situation of Network Marketing.22.2 The Development of Chinas Hotel Network Marketing.23 The Importance of Hotel Network Marketing.33.1 Cost Reducti

11、on.33.2 Exchange Information.33.3 Attract Tourists.33.4 Personalized Service.44 The Problems Existing of Hotel Network Marketing.44.1 Network Marketing Awareness Backward.44.2 Malicious Competition Among the Industry44.3 Low Development Level of Network Marketing.54.4 Hotel Website Technology Backwa

12、rd.54.5 Network Payment Security.55 Hotel Network Marketing Strategy.65.1 Product Strategy.65.2 Pricing Strategy.65.3 Channel Strategy.65.4 Promotion Strategy.76 Conclusion.8References.9On the Network marketing strategy in hospitality industry1 IntroductionIn recent years, Chinas Modern Hotel indust

13、ry has been booming, whether the quality of the industry scale facilities or business philosophy or the level of management has made considerable progress and entered a stage of modernization. The world of 21Century is the era of high speed information, the eras science and technology have also been

14、 in-depth peoples lives. The Internet is the most influential media in todays society. The characteristic of dissemination of information is high-speed,wide-ranging and Great impact, which formed a new marketing method-network marketing. When it comes to Internet Marketing, everybody is not strange.

15、 Because now the network marketing has appeared in our side, at any time and in all kinds of network media to push marketing advertising.Hotel as a booming industry, followed by the development of modern tourism, has entered a new era.It is no longer open the door waiting for the guests to stay, but

16、 to seize the opportunity, and actively develop better network marketing strategy by using network marketing, to attract more tourists, expand famous degree, develop brand loyalty, in order to achieve the purpose of greater profit.2 Definition of Network Marketing Network marketing is based on moder

17、n marketing theory as the foundation, with the aid of network, communication and digital media technology to achieve marketing objectives of business activities; which contributed to the progress of science and technology, customer value change and market competition. It is the inevitable product of

18、 the information society. Network marketing is divided into broad sense and narrow sense based on its implementation method. the generalized network marketing refers to enterprises to take advantage of all the computer network marketing activities, and narrow sense of network marketing refers to the

19、 international Internet marketing.2.1 Current Situation of Network MarketingAccording to statistics, in 2012 the number of Internet users in the world has reached 1 billion 900 million, accounting for 1/3 of the total population. This huge Internet population, has become the main target of network m

20、arketing and potential consumers. Overseas network marketing started earlier, especially in the United States, Japan, Korea and other developed countries, the development of network marketing is very rapid. With the advance development of TV advertising and radio advertising, online advertising is a

21、lso developing rapidly. The two are consistent with the potential, and achieve steady growth. For our country, network marketing is relatively late. By the beginning of 21 Century, many companies have gradually realized the importance of network marketing. To the present, the network marketing into

22、the development and application of the stage, the network marketing market gradually formed.2.2 Development of Chinas Hotel Network MarketingNetwork marketing first originated in 1997, and reached first peaks in 2002-2003. A lot of marketing is slowly transferred to the network. But soon, because th

23、e domestic network behavior is not standard, and then some of the network industry cant play a positive control technology, resulting in the network credit crisis, and the domestic network profit has shrunk dramatically. However, many people in the country have seen the development of network market

24、ing, so it has been continuously improved technology and standardized network. At the same time, due to the peoples trust in the network to strengthen, network marketing in recent years began to flourish. Chinas hospitality industry is fully integrated into the large family of network marketing and

25、evolving the marketing mode of hospitality industry, from 20 Century to the era of the big hotel in 21 Century to the Internet era. In the Chinese market, real sense of online travel service industry has only just begun, Chinese online travel industry chain will appear more and more enterprises, fro

26、m the current less than 14% of the share, to more than 20% of the share in 2020. 3 Importance of the Hotel Network MarketingNetwork has now become an integral part of our lives. The network pulls closer the distance between customers and hotels, make hotel and customers communication more freedom, m

27、ore timely, more closely, more various.3.1 Cost ReductionNetwork marketing can reduce the cost of sales and publicity of the hotel. Network marketing makes the hotel reduce sales, thereby reducing the cost of sales. Online booking room, not only saves time, but also saves the manpower cost and sale

28、cost for intermediaries. Through the network, the hotel can also give publicity to the guests directly, to expand the visibility, and the required publicity costs far less than the traditional advertising expenditure. 3.2 Exchange InformationNetwork marketing is conducive to the exchange of informat

29、ion between the customer and the hotel. Guests can obtain the hotels relevant accurate information, such as price, guest room introduction, preferential activity and so on, so as to decide whether to stay in the hotel. And the hotel can be through the network to understand the room occupancy rate, m

30、arket demand and changes in information, so as to make decision and management.3.3 Attract TouristsNetwork marketing can bring a stable source for the hotel. The hotel can establish a fixed and permanent contact with the guests through the network, so that the hotel can grasp their needs and ideas at any time. At the same time, the hotel can use the existing hotel publicity and sales network, so that large customers can master the hotels new service projects and pr