我国连锁企业网络营销发展战略探析..docVIP

我国连锁企业网络营销发展战略探析 以7天优品?北京望京店为例 随着时代的变迁，7天优品?北京望京店是我国经济型酒店的一个开端，它的出现，使 许多传统的酒店受到了一定的冲击，它以简单、方便、快捷迅速地占领了市场，并通过各 种营销策略发展多样化的酒店模式，让消费者得到跟以往不一样的酒店入住环境。在互联 网时代，运用网络营销来提升企业的竞争力已成为发展趋势，经济型酒店如何运用网络营 销提升竞争力，己经是酒店持续发展的必然选择。鉴于此，本文首先对经济型酒店进行网 络营销的必要性进行论述，接着对7天优品?北京望京店的网络营销策略进行分析，并指出 7天优品?北京望京店网络营销存在的问题，提出相应的营销对策，希望促进我国经济型酒 店的持续发展。 关键词：7天优品?北京望京店网络营销微博营销整合营销 Analysis on the development strategy of network marketing of Chinesechain enterprises —Taking 7 Days Inn as an example Abstract With the change of the times，7 days Youpin Beijing Wangjing store is the beginning of a Econo Hotel in China, it appears that many of the traditional hotel has a certain impact，it is a simple，convenient and quickly occupied the market，and through a variety of marketing strategy development of diversified Hotel mode，so that consumers get not the same as with the previous Hotel environment. In the Internet era，the use of network marketing to enhance the competitiveness of enterprises has become a trend of development, Econo Hotel how to use network marketing to enhance competitiveness, is the inevitable choice for sustainable development of the hotel. In view of this，this paper first discusses the necessity of network marketing on the Econo Hotel，then the network marketing strategy analysis of Beijing Wangjing 7 days Youpin store，and pointed out that there are 7 days Youpin Beijing Wangjing store network marketing, put forward the corresponding marketing strategy，hope to promote the sustainable development of the Chinese Econo Hotel. Key words: 7 days of superior products Beijing Wangjing store network marketing micro-blog marketing integrated marketing 目录 TOC \o 1-5 \h \z 弓IB 1 HYPERLINK \l bookmark5 \o Current Document \h —、相关理论概述 1 HYPERLINK \l bookmark6 \o Current Document \h （一） 连锁企业的相关理论 1 连锁企业 1 连锁经营模式 2 连锁经营基木特征 4 （—* ）会 Tl /酉-J HYPERLINK \l bookmark9 \o Current Document \h （三）网络营销的概念 5 HYPERLINK \l bookmark10 \o Current Document \h 二、 7天优品?北京望京店的网络营销策略 6 HYPERLINK \l bookmark11 \o Cur