浅谈高星级酒店网络营销的现状及发展对策.docVIP

浅谈高星级酒店网络营销的现状及发展对策 ——以淮安开元名都大酒店为例 摘 要 在当今互联网发达的大背景下，商家进行网络营销已然成了大趋势，酒店开展网络营销是在同行业中占据有利地位，抢夺客源市场的重大举措，也是酒店一大可持续发展战略。可以这么说，网络营销做的好与坏很大程度上决定了酒店的兴衰。近年来，经济型酒店非常重视网络营销，并且通过网络营销取得非常好的业绩，但是，作为同行业的高星级酒店，却没有像经济型酒店那样的重视网络营销，在网络营销方面存在一些问题，为了提高高星级酒店的入住率，有必要对高星级酒店的网络营销现状进行研究。 本文运用文献综述和案例分析的方法，阐述了当前高星级酒店业开展网络营销的现状，并且以淮安开元名都大酒店为例，综合分析该酒店网络营销的现状，提出网络营销的发展对策。 关键词：高星级酒店；网络营销；策略 Brief Analysis on Current Situation and Counter-measures of High Star-Level Hotel on Network Marketing---Case of New Century Grand Hotel Huai an Abstract The background of the developed in todays Internet, business network marketing has become the trend of the hotel opened, network marketing is to occupy a favorable position in the same industry, major initiatives to snatch market, the hotel is the strategy of sustainable development. Can say, the network marketing to do good or bad largely determines the rise and fall of the hotel. In recent years, economy hotel attaches great importance to the network marketing, and the marketing network has very good performance, however, as the high star hotel industry, but did not like the economic type hotel that pays attention to the network marketing, network marketing has some problems, in order to improve the high star hotel occupancy rate, it is necessary to of high star hotel network marketing present situation carries on research In view of the existing problems. Using method of literature review and case analysis, elaborated now high star hotel industry to develop the network marketing status, and taking New Century Grand Hotel Huai an, for example, analyze the hotel network marketing present situation, put forward countermeasures for the development of network marketing. Key words: High star-level hotel, Network marketing, strategy 引 言 互联网和电子商务的迅速发展给人们的生活、工作等都带来了很大的变化。人们可以上网购物、消费、进行各种交易，网络营销思维正在人们脑中萌芽生长，也一步步替代了传统的营销思维和模式。作为旅游业支柱产业之一的酒店业，也在不断的进军电子商务领域，开展网络营销已成为一种必然[1]。可以说酒店业对电子互联网的依赖性更大，酒店可以通过网络将酒店的地址、客房价格、酒店的设施及产品很方便地展现在客户面前，便于顾客查看，有利于取得更多的客户资源，同时也能使酒店