Several problems about hotel network marketing strategy

1. Develop new users more efficiently.

Statistics show that the cost of acquiring a new user is seven times that of retaining an existing customer. This requires enterprises to accurately locate customer orientation, understand customer needs and demands, plan and implement efficient marketing activities, and convey correct marketing intentions to customers through the most appropriate marketing channels and communication strategies.

2. Higher customer loyalty.

One of the most important purposes of customer service marketing is to improve customer satisfaction and improve customer experience through the optimization of marketing and service processes, so as to improve customer satisfaction and reduce customer churn. Statistics show that the cost of acquiring a new user is seven times that of retaining an existing customer. This requires enterprises to truly understand the needs and demands of customers, effectively analyze the design and delivery process of products and services, not only identify customer loyalty and life cycle value, but also optimize the relationship with customers through integrated marketing communication strategies.

3. Greater customer share.

In the current fierce customer competition, it is far from enough to simply aim at retaining customers. Instead, it is becoming more and more important for customers to focus on their products and services, enjoy more product and service combinations of enterprises, or improve their consumption level on a product or service, that is, increase the share of loyal customers. Cross-selling and up-selling are the most direct marketing methods to improve customers' purchasing level. However, the marketing manager of the enterprise still faces several major problems: how to ensure the effect of sales activities? Who are you marketing to? What products and services do you recommend to them? When and how?

4. Better return on marketing investment.

Many enterprises have realized that the return on marketing investment is often very different for different customers, different marketing channels and different products and services. To ensure the return rate of marketing investment, we need to know the life cycle value of customers, optimize and control the cost of providing products and services according to different customer values, and strengthen the ability of marketing risk management. The marketing manager of the enterprise has realized that not all customers should be treated equally. Enterprises should provide better services to those customers who bring high profits to enterprises, provide services of the same value to those customers who bring low profits, and improve the income contribution level and profit contribution rate of customers through service marketing.

These are the marketing goals that enterprises need to achieve when carrying out personalized customer marketing, and they are also the marketing problems that most enterprise marketing managers face every day. However, the actual situation is often that enterprises need to know fewer customers when carrying out personalized marketing, and the information obtained is not enough for marketing planning and practice. Faced with such problems, many enterprises often turn to information technology, but the solution to these problems is far from being as simple as increasing investment to establish a customer information management system and then buying a set of statistical analysis software.

According to the successful experience of international service marketing, in order to improve the personalized marketing ability of enterprises, it is necessary to establish the following four key marketing abilities, namely, customer data management ability, customer analysis ability, marketing activity management ability and insight-driven customer interaction ability.

First, customer data management capabilities.

Experience has proved that high-quality customer data management ability is the basis for enterprises to adopt differentiated marketing to treat different customers differently. GartnerGroup, a well-known research institution, also lists customer data management ability as one of the most important abilities that affect enterprise personalized marketing.

Many enterprises that have been operating for many years often have relatively complete sales data and transaction data. These enterprises often think that the effective collection and integration of these data can effectively help enterprises to carry out one-to-one personalized marketing, but the actual marketing effect is often unsatisfactory. What is the reason?

Although these enterprises have complete transaction data, such as transaction time, transaction times, transaction amount, etc. These data are all based on the transaction data generated in the transaction process, and the customer information needed from the perspective of customer knowledge is not only the transaction data. Customer data is designed and collected according to the needs of customers, but in fact, most enterprises are very short of customer information that can insight into customer behavior and value, such as demographic data, behavioral psychological data and so on. These data do not affect the transaction behavior between enterprises and customers, but are very important for analyzing and identifying the behavior and value of customers.

Too persistent. Don't forget to add points if you look at it yourself.

unw.com/master/more.asp? id = 020205