Hotel network marketing focuses on management, but for the purpose of sales! The purpose is to create an internet-based hotel network marketing environment, create a good customer relationship and share customer experience, and arouse customers' desire and trust in hotels, products and services.
1, website policy
Website promotion is to attract users to visit the hotel's online marketing website through publicity, and at the same time establish the hotel's online brand image, laying a solid foundation for the hotel's marketing objectives.
Seize excellent websites and strengthen website publicity: in cyberspace, websites are the most important symbol of hotels and have become hotel resources. Network marketing website promotion is to use network marketing strategy to expand the popularity of the website, attract online traffic to visit the website, and promote hotels and hotel products.
Carefully plan the website structure: the network structure design should be simple, and it is convenient to access by establishing a convenient path index. The structural model should be comprehensive in content and cover the information needed by users as much as possible.
Strengthen website maintenance: It is very important to maintain the hotel website, such as updating the product catalogue and price information with strong trial sale in time, so as to better grasp the market situation. The maintenance of the website can also reflect the hotel's marketing personality and strategy, and ultimately provide customers with more satisfactory services.
Search engine registration: According to the survey, netizens find that new websites are mainly through search engines, so it is very necessary to register with famous search engines, which is generally free.
Establishing links: establishing links with different sites can shorten the distance between web pages and improve the probability of sites being visited.
Send e-mail: The cost of sending e-mail is very low, and many websites use e-mail to promote their websites.
2. Product strategy
In network marketing, domain name is the only symbol for consumers to identify products and hotels, and enterprises must do a good job in the development and protection of domain names.
The domain name should be concise and international, and should be unified with the name of the hotel or product, so as to facilitate the smooth and accurate identification of consumers.
In addition, hotels should adopt multi-domain registration to protect themselves from unnecessary losses. We should carry out multi-directional publicity on hotel domain names, establish brand image of domain names and enhance competitiveness.
3. Price strategy
Low price strategy. With the help of the internet, sales are cheaper than traditional sales channels, so the online sales price is generally lower than the mass market price. Adopting low-price strategy means that the price must be lower than that of similar products under the condition of open price. This strategy is to expand publicity, increase market share and occupy the new network market.
Personalized interest pricing strategy. This strategy is to use the characteristics of network interaction to determine the price of goods according to the specific requirements of consumers.
Cumulative pricing strategy. In order to encourage consumers to increase the number of reservations, quantity discount strategy can be adopted; Or in order to encourage consumers to buy in the off-season, seasonal discount strategy can also be adopted.
4. Promotion strategy
Online discount promotion. Discount, also known as discount and preferential treatment, is the most commonly used online promotion method.
Online disguised discount promotion. Disguised discount promotion refers to improving the quality and quantity of products or services without raising or slightly raising the price, greatly increasing the added value of products or services, and making consumers feel value for money.
Online gift promotion. At present, there are not many applications of gift promotion on the Internet. Under normal circumstances, when new products are put on the market for trial use, products are updated, brands are competing against each other, and new markets are opened up, good promotion results can be achieved by using gift promotion.
Integral increase. The application of integral promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online integration activities can be easily realized through programming and database, with high reliability and relatively simple operation. Points promotion generally sets up prizes with higher value, and consumers increase points by purchasing or participating in an activity for many times.
5. Customer service strategy
Marketing has changed from trade marketing to relationship marketing, and the marketing goal has changed to maintaining the relationship with customers while reaching a deal, so as to better provide customers with all-round services.
According to the stages of the relationship between customers and hotels, it can be divided into three stages: pre-sale, sale and after-sale.
Online pre-sales service: there are two main ways for hotels to provide pre-sales service. One is to introduce product information through its own website, which requires the hotel website to have a certain visibility, otherwise it will be difficult to attract customers' attention; Another way is to provide commodity information through online virtual market. Hotels can publish product information advertisements for free.
Online sales service: online sales service mainly refers to the service in the sales process. This kind of service refers to the fact that the buying and selling relationship of products has been determined, and the progress of guests in the whole check-in process not only meets the problems and needs of guests after check-in, but also handles the crisis.
Online after-sales service: There are two kinds of online after-sales service, one is basic online product support and technical service; The other is the value-added service provided by the hotel to meet the additional needs of customers.
First of all, network marketing is an inevitable choice for hotel marketing.
1. Get customer information. Get satisfactory service
As a hotel. Customer satisfaction is the goal of hotel service. So we should know when, where and what kind of service customers need. Hotel reservation through network and interactive information service through network. Understand the specific needs of customers, so as to strive to provide customers with the services they need. Online booking can not only attract online customer resources. But also help to realize the computer management of network customer resources. Thereby provide personalized and humanize services. Make the hotel seize more potential customer resources. Win the development opportunity.
2. Improve the hotel's competitiveness and establish the hotel brand.
Information is an important strategic resource of hotel management. The hotel is through the internet. Grasp more customer information in business competition. In order to have more markets. Brand is very important in network marketing. A branded hotel will convey the unique service concept of this brand to its guests. This is an essential management content for network marketing to achieve the best effect. It is also necessary to establish a good network image of the hotel. E-commerce is the best way for hotels to operate, and rooms can be sold worldwide by online booking. Realize off-site sales. Online booking has greatly expanded the tourist channels of the hotel and established the hotel image.
Second, the characteristics and forms of network marketing
The characteristic of online marketing is that customers have strong initiative, so they need to establish a brand image before searching for information or buying goods online. Only in this way can customers actively search for information in the hotel website, and the hotel can effectively deliver product information to customers.
1, book online
Online booking will greatly improve the efficiency of receiving orders. Shorten processing time and reduce the possibility of errors. By electronic means, orders are quickly transferred to the corresponding order processing points. This will save time and expense, and at the same time give marketers more time to engage in sales work. The website tells customers the function of the hotel room through pictures. When booking online, customers can not only fill in the specific check-in time and room type, but also fill in some specific special requirements according to what they see. In this way, the hotel can provide customers with more personalized service. This will help to improve customer loyalty. Conducive to meet the internal needs of customers. After the customer's order is confirmed, there should be a software system to let the customer inquire about the order processing process, so that the customer can track and supervise the implementation of the order. For some customers who make hasty decisions, they should be allowed to change services and modify orders according to their own preferences for a period of time. When the customer has no objection. Always keep in touch with customers. Until the customer checks in or comes to the hotel for consumption.
2. Hotel website
Websites should allow customers to find all the information they need on the Internet so that they can choose. Design it yourself. Assemble. The highly customized products and services provided by the hotel make purchase decisions. And you can freely query your previous consumption records. When customers want to communicate with hotel staff, no matter what media they use. Such as email or BBS forum, can be completed immediately.
Establish an independent website of the hotel. Seriously carry out network marketing. Reduce dependence on online booking system. It is the hotel that constantly develops marketing channels and improves the management level of sales and marketing. It is necessary to establish brand awareness, strengthen customer asset management and competition concepts, and at the same time improve the independent pricing and control of hotels. In line with the hotel positioning and long-term development strategy. Using the convenient communication conditions of the network, the product use tracking service is widely carried out. Solving customers' problems in time is an important measure to improve the website visit rate.
Website construction should be based on creating a publicity "window" on the Internet, highlighting the characteristics and advantages of the hotel. Realize the purpose of interaction between customers and hotels. The characteristics and practicability of web design are the main ones. Online booking has achieved initial results, and after a certain scale and benefit, the later maintenance and promotion of the hotel website. On the one hand, the website allows customers to know the location, price and type of the hotel they booked in advance, and through the virtual room, customers can fully experience the related products and services of the hotel before checking in. On the other hand. Hotels can get more customers' interests and preferences from the online information platform. Re-integrate hotel products according to the individual needs of guests and their own abilities, comprehensively improve hotel services and hotel management, and satisfy customers to the greatest extent.
3. Hotel information management system
The marketing department should set up a marketing information system management post. Hotels should choose advanced computer management system, so that the marketing department can connect with the front desk department and the departments needed in the background to enjoy the information. Hotels should use internet websites to publicize hotels, seize the online market and accept online reservations. Thereby ensuring the timely collection and transmission of information inside and outside the hotel. Between hotel departments. These positions should cooperate with each other to meet the needs of customers. The hotel network designed and operated with customers as the center is not only related to the marketing strategy of the marketing department or customer service department. Any other department should actively cooperate with and reform its own business operation process to meet the customer-centric requirements. Collect market information extensively to ensure correct command. The marketing department should conduct market research in a planned, regular and targeted manner. Focus on collecting hotel market, guest demand trends and tourist dynamic information to understand the operating conditions of competitors. Promotional activities and prices provide sufficient and effective data and information for correct decision-making.
4. Advertising strategy of network marketing.
The purpose of advertising is nothing more than to establish the image of the hotel and promote its service products. Attract more new and old customers. Hotel websites can establish links with other websites to improve the click-through rate; You can also use online news or forums to achieve the purpose of advertising. You can start a topic alone in an organization. Attract predetermined public objects to join in, or you can find a discussion group on topics related to advertisements, skillfully insert it, organically integrate your own advertising information into it, and simply paste advertisements in a suitable position of a certain group. Hotels can also send advertising information directly to potential customers by email.
The biggest advantage of online advertising is interactivity, low cost, quickness and convenience, and it is easy for hotels to establish one-to-one marketing relationship with customers. Just as interpersonal communication can only enhance the relationship between each other through mutual communication, the interactive way enables advertisements to communicate and communicate from the perspective of customers, which greatly increases the popularity and acceptance of advertisements by target audiences.
Third, the implementation process of hotel network marketing
1, the market positioning of hotel network marketing
Network marketing has two-way characteristics. That is, hotel operators must know all kinds of information about online customers. At the same time, you should also know whether your products are suitable for online customers. Hotels can first understand the customer groups and their needs through their own website windows. For example, obtaining customer demand information through the network. From this, we can determine which room products we sell online, determine our own market goals online, and clarify the direction of developing online marketing.
2. The main goal of hotel network marketing
The object of network marketing is aimed at the customer groups who may have buying behavior in the network virtual market. According to the characteristics of the hotel's own products, determine the main marketing objectives. Through the content production of the website, to attract these groups to visit. For the hotel Customer groups are generally young customers, business guests, leisure and holiday guests, etc. When determining the main goal of network marketing. We should also understand and pay attention to the group distribution of network users. That is, by paying attention to the customer groups on the network and combining their own product characteristics. Finally, determine the main target groups of network marketing.
3. Overall planning of hotel network marketing.
The goal of network marketing is to publicize the hotel and improve its popularity. Form a certain customer base, and book hotel rooms through the Internet in the near future. This goal is achieved by designing specific information content. The customer's desire to reserve a hotel room is a complex multi-stage process, and the marketing content should be determined according to the decision-making stage of customer reservation and the different stages of hotel product cycle. Customers have to go through the understanding stage, the trial stage and the use stage when booking hotels online. Hotel operators must attach importance to the marketing content at each stage and carefully cultivate online customers. Make the hotel online booking smoothly through the cultivation period and growth period, and enter the mature period of a virtuous circle.
4. The product mix of hotel network marketing
Network marketing must also strengthen marketing efforts through product mix. Improve the hotel's popularity on the Internet. General online marketing activities mainly include online advertisements and hotel websites. Online advertisements and hotel websites mainly play the role of publicity, reminding and collecting information. Hotels can combine multimedia network products for network marketing. According to the operation situation and the development of online booking, these two methods are used in combination. Make the network promotion achieve the best effect. When it's time to attack, stabilize the online customer base through online advertising; Similarly, by carefully making the information content of the website, we will firmly attract potential customers. Establish a good hotel image online.
5. Marketing channels of hotel network marketing.
Hotels should succeed through online marketing. Scientific management of marketing channels is very important. Hotels should not only establish their own independent reservation system and hotel website, but also seek and adopt more channels for online reservation and marketing. With the re-prosperity of Internet economy, more and more network promotion resources appear, providing more opportunities for potential customers' business information. These valuable network promotion resources expand the communication channels of network marketing information. Increased the success rate of hotel network marketing. In order to establish a good brand image on the Internet. We must constantly communicate and coordinate the information of various marketing channels. Ensure the consistency, continuity and unity of hotel marketing on the Internet. This is an essential management content to ensure the best effect of online marketing. This is also what the hotel's network image needs.
Fourth, the development trend of hotel network marketing
1, in-depth development of blog, wechat, website marketing and video advertisement.
A few years ago, blog marketing achieved rapid development. However, due to the limitations of Weibo, the marketing of hotel blogs may be lower than that of WeChat in the next few years. Wechat and websites will become the mainstream online marketing methods. Weibo marketing has become an integral part of hotel network marketing and marketing strategy, and hotel WeChat network will lead network marketing into the era of all-staff marketing. Video online advertising will become a new competitive hotspot, and website video can show the overall image of hotels and guest rooms in all directions. Attract more customers to enjoy through vivid advertisements. In the near future, a large number of video websites will explode.
2. Standardize the website optimization strategy.
Hotel website optimization has become an inevitable requirement of network marketing management strategy, if the basic idea of website optimization is not reflected in website construction. It is difficult to gain a competitive advantage in the network marketing environment where the level of network marketing is generally improved. The standardized website optimization idea advocated by the new competitive online marketing management teacher has been recognized by more and more hotels, that is, website optimization is not only aimed at the optimized ranking of search engines. The promotion of search engine ranking is only one aspect of the inevitable result of website optimization. The basic idea of optimizing the new competitive network marketing management website is: through the reasonable design of website functions, website structure, page layout, website content and other elements. Provide convenience for customers to obtain information. That is, through the website, valuable online marketing information can be better transmitted to users, and the maximum online marketing value of the website can be exerted, so that the hotel can establish an honest management mechanism and a higher communication platform, expand its popularity, open up new markets and promote marketing. Network marketing will not only be the regular content such as website construction and website promotion, but also the focus of network marketing will not only be the growth of visits and short-term benefits. It is related to the overall strategy of hotel marketing competitiveness. With the rapid expansion of network users, network marketing has become the trend of hotel management and development, representing the inevitable direction of hotel industry's survival and development in the information age. Network marketing is not a simple continuation of marketing. Hotel operators must have a strategic vision to carry out online marketing. Make the network marketing plan in a planned and step-by-step manner.
3, network marketing integration resources
Hotel network marketing not only promotes its products through the media on its own website, but also cooperates with other merchants to promote products and use new media for online sales. Individuals earn turnover, and the platform earns the profit point of the hotel.
Expansion: Analysis of Hotel Management in China
(A) the characteristics of the hotel industry development
1, and the product functions are continuously improved. After years of development, hotels in China have been subdivided from general hotels into business hotels, tourist hotels, holiday hotels, conference hotels, budget hotels, theme hotels and general hotels, which constantly meet the diversified market requirements. At present, there are more than 100 hotel groups and nearly 1000 hotel chains in China. The joint reorganization of hotels has been continuously promoted, franchising has begun to rise, international hotel groups have moved from high-end markets to low-end markets, and the pace of internationalization of the domestic market has accelerated.
2. Personalized service is outstanding. Modern technology, represented by electronic information technology and chain operation, has accelerated its entry into the hotel industry in China, providing guests with brand-new services of the global information superhighway, such as automatic adjustment of temperature and light by artificial intelligence, broadband Internet access in guest rooms, reception of satellite network signals by TV sets in guest rooms, and remote network reservation. , making the development of hotel industry more and more dependent on scientific and technological progress.
3. Economy hotels will become the main body of the market. In the accommodation industry, budget hotels have the greatest room for future development. Economy hotel conforms to the development trend of international hotel industry, the reality of China hotel market segment and the demand of domestic tourists, and is insensitive to major events and economic factors. China's accommodation industry will turn from a star-rated hotel to a new era of economic hotel development.
4. Green, environmental protection, energy saving, safety and health will become the new fashion of development. Green, environmental protection, energy saving, safety and health are the new direction of international hotel development and the new trend of hotel industry development in 2 1 century. Conforming to these trends, actively creating green hotels and pushing China's hotel industry into the "green leaf" era with the theme of "safety, health, environmental protection and energy saving" will be the inevitable choice for China's hotel industry to implement Scientific Outlook on Development, build a well-off society in an all-round way, improve people's quality of life and take the road of sustainable development.
(B) the main problems of hotel management in China
1. The overall layout and construction of the hotel are unbalanced. Unbalanced development: From the overall scale, this difference is basically consistent with the situation of reform and opening up, and is compatible with the development of local economy, especially local tourism economy. Coexistence and development of various systems: The hotel system in China is diverse, with state-owned hotels as the main body, supplemented by other management systems such as collective, individual, joint venture and cooperation. Great changes have taken place in the tourist source structure: now the distribution of hotel tourists is generally big hotels or downtown hotels, and permanent business guests account for 15%-20%. At present, the momentum of building apartments and office buildings in many cities is very strong, and a large number of permanent chambers of commerce move out of hotels, which will reduce the number of tourists in hotels to some extent. Judging from the macro-management of the hotel industry, it has been increasing year by year in recent years, and the hotel industry in China is in the stage of rapid growth and benefit-oriented growth.
2. Lack of brand strategy. The basic condition of hotel chain operation is a well-known brand. Many successful hotels in the world regard the promotion and expansion of brand competitiveness in the world market as their core business when formulating the overall development strategy of enterprises, while most hotel enterprises in China lack brand strategy, which may be related to the short development history of China's hotel industry.
3. Lack of hotel management talents. The reasons for the shortage of talents in hotel management enterprises can be attributed to three aspects: the backwardness of hotel management education, the limited teaching conditions and teachers' level, and the disconnection between theory and the times; In order to save costs, ordinary enterprises only recruit talents from other enterprises, which leads to the low overall quality of employees in the whole industry and serious brain drain, which greatly hinders the improvement of hotel management level; At present, the public's understanding of hotel management is not enough. In addition to hotel management professionals, many college graduates are reluctant to work in hotels, which limits the improvement of hotel management technology to some extent.
4. Lack of mature management mode. In China, although some hotel companies have rich management experience, they often have not formed a mature management model. Many enterprises learn from the experience of other enterprises or obtain management technology from hotel management companies without considering their own actual situation and development characteristics.
5. Decentralized management, backward management technology and concept. At present, most hotels in China are small in scale, with large regional differences and unbalanced development, which can not adapt to and keep up with the development trend of hotels in the world, and there is still a big gap with international successful hotels. Development Trend of Hotel Industry in China
(a) group and brand
In the increasingly international hotel industry, collectivization has become an inevitable trend and trend of hotel management at home and abroad. China needs tourist hotel enterprise groups that can participate in international competition, otherwise, it will seriously hinder China's process of becoming a tourism power. Brand is the soul of Chinese and foreign hotels' operation and development, and it is also the key for domestic tourist hotel enterprises to realize sustainable development in the new century.
Ecological aspect
At present, the ecologicalization of hotel management at home and abroad is mainly reflected in the following aspects: paying attention to the construction of environmental ecology, including the site selection, service project design and functional ecological layout of tourist hotels; Strengthen the awareness of green ecology and environmental protection such as energy saving and consumption reduction; Waste disposal, transformation of disposable goods, etc.
(3) intelligence
Hotels should cultivate their own high-tech talents, provide high-quality services for their guests by using the fast Internet system, so that guests can make one step from reservation to check-out, and realize full-computer systematic management and service. The intelligence of the hotel should be reflected in the aspects of speed, convenience and information communication. Let the guests enjoy the excellent service of the hotel and feel the value-added enjoyment brought by the intelligent hotel.
(D) adhere to the people-oriented
The development of hotels cannot be separated from talents with professional knowledge. In the future, the concept of hotel development and management should be changed from "customer first, customer is God" to "customer first, employee first", and "there is no satisfied customer without satisfied employees", so that employees can have a sense of belonging in hotel work, ensure their welfare, instill the concept of hotel management and service, fully tap the potential of employees, and make greater contributions to the hotel while realizing their own life value.
Personalization of service
In this new era of rapid economic development, characteristic products must cooperate with personalized marketing services in order to gain a firm foothold and be competitive in the market competition. Hotel staff should provide targeted and personalized services for guests while standardizing services. Personalized service is to meet the needs of guests to the maximum extent on the basis of standardized service.
Countermeasures to improve the management level of hotel industry
Strengthen talent training and solve talent problems. Introduce competition mechanism, establish a scientific evaluation system, and realize the greatest discovery and encouragement of talents. The shortage of talents is the biggest obstacle to the development of budget hotels. Talent training system is an important aspect that budget hotels must pay attention to in the future. Another point is to further improve the salary, benefits and assessment system. In the past, the personnel management system was developed according to the characteristics of star hotels. Under the management framework of budget hotels, how to do a good job in personnel incentive and assessment management is a new problem faced by operators. With the rapid development of budget hotels, this problem will become increasingly prominent.
Overall macro-control. First of all, effective monitoring should be carried out in accordance with the development policy of "strengthening planning, controlling total amount, improving structure, rational layout and improving quality", so as to gradually realize the control goal of balanced development of hotel reception capacity and tourist market.
Scale management of hotel enterprises. The "group management" of hotel enterprises is the secret weapon for the success of multinational hotel groups. While the hotel is growing, it should attach importance to the cooperation between hotels and establish a competitive hotel enterprise group.
Pay attention to consumers' personalized and emotional needs. Modern hotel industry must design and sell hotel products closely related to people's spiritual needs according to consumers' psychological characteristics, lifestyles, attitudes and behavior patterns, so that hotel products and services can attract consumers' attention.
Hotel product development emphasizes customer participation and interaction. To realize the sustainable development of talents, the general policy is to introduce foreign talents and establish a correct training mechanism. The specific operation is: introducing foreign talents, establishing a perfect salary and welfare mechanism, especially improving the treatment of excellent store managers first, so that more outstanding talents at home and abroad, such as hotel management talents and outstanding college graduates, can understand the hotel and attract them to engage in hotel management. These talents can play a greater role in the hotel reform and development because of their high cultural quality, high academic qualifications, strong ability to accept new things and certain ability to summarize and innovate. Establish a correct training mechanism. Cooperate with famous hotel management colleges at home and abroad, introduce experienced managers and training mechanisms, establish specialized and unified training institutions, and conduct different trainings for employees at different levels, and gradually improve them to achieve the goal of unified progress.
Develop green hotel products. With the pursuit of green products by hotel consumers and the strengthening of environmental awareness, the product development of the hotel industry should consider the coordination with the social and humanistic environment, develop products that are conducive to the sustainable development of nature and society and the health of hotel consumers themselves, highlight the green cultural connotation of hotel products, and pursue a forever green hotel experience.