Graduation thesis of hotel management in 2000

Research on Mobile E-commerce Strategy of High-star Hotels

-Take the Hilton Hotel as an example.

Abstract: With the popularity of the Internet and the increasing number of netizens in China, people have also created many application forms of e-commerce. As a derivative of traditional e-commerce, mobile e-commerce has opened a new marketing model. It is very necessary and feasible for high-star hotels to develop mobile e-commerce platform. However, many international hotel brands are facing many problems while developing mobile e-commerce. Based on the analysis of the development status and problems of mobile e-commerce in high-star hotels, this paper takes Hilton Hotel as an example, analyzes the market demand of mobile e-commerce, and puts forward feasible marketing strategy suggestions, aiming at providing some reference and guidance for the development of mobile e-commerce in high-star hotels.

Key words: high-star hotels; Mobile e-commerce; tactics

Abstract: With the popularity of the Internet, the number of netizens in China is increasing. People have also created many application forms of e-commerce. As a derivative of traditional e-commerce, mobile e-commerce has opened a new marketing model. It is very necessary and feasible for high-star hotels to develop mobile e-commerce platform. As an international hotel brand, Hilton Hotel is facing many problems while developing mobile e-commerce. This paper analyzes the development status and problems of mobile e-commerce in high-star hotels, taking Hilton Hotel as an example. This paper analyzes the market demand of mobile e-commerce, puts forward feasible marketing strategy suggestions, and provides some reference and guidance for high-star hotels to develop mobile e-commerce.

Key words: high-star hotels; Mobile e-commerce; hilton

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The 34th statistical report on China's Internet development shows that by June of 20 14, the number of netizens in China had reached 632 million and 527 million, an increase of14.42 million compared with the end of 20 13. With the increasingly fierce competition in the mobile market, the deepening of users' Internet use, the marketing activities of enterprises and the richness of mobile apps, offline booking users are gradually shifting to online, and mobile e-commerce has become an important business operation mode. With the advent of e-commerce era, the construction of hotel mobile e-commerce is directly related to the competitiveness of hotels in the market. Hotel mobile e-commerce can create a good marketing environment and means for the management of high-star hotels more effectively. According to its powerful analysis and statistical processing ability, the marketing context is brought together to form an intelligent information hotel website. Based on the definition of mobile internet marketing, this paper analyzes the characteristics and functions of mobile internet marketing, and analyzes the development status and existing problems of mobile e-commerce on the basis of field and network investigation of Hilton Hotel, a five-star hotel under Starwood Hotels Group, and then puts forward targeted business strategies in order to provide reference for the development of mobile e-commerce in high-star hotels.

First, the definition of related concepts

(A) the concept of mobile e-commerce

Mobile e-commerce is all services that can be obtained anytime and anywhere through mobile terminals such as mobile phones, PDA (Personal Digital Assistant) or PDA.

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