Hotel Marketing Management from the Perspective of Social Media

Hotel Marketing Management from the Perspective of Social Media

The emergence of social media has greatly changed our lives, making our life and work more convenient and communicating with others smoother. Social media has also assumed the role of communication carrier in the process of continuous popularization, which is an important way of marketing for many enterprises. This paper analyzes and discusses the application of social media in hotel marketing management.

Keywords social media; Hotel marketing; management strategy

China Library Classification. F7 13.3 document id a

Media platform is an indispensable part of people's lives. The development of market economy depends on the promotion of media. When the online media is underdeveloped, the traditional marketing is done by advertising in TV, radio, newspapers and magazines, and the scope of marketing is relatively narrow. With the rapid development of the information age, the media industry has also undergone corresponding reforms. At present, there are more and more forms of media. New media is an important media communication channel under the background of the rapid development of the Internet. New media is widely used in many industries because of its strong autonomy and interactivity. In the process of hotel marketing management, managers are also aware of the important role played by various social media and regard various social media as an important way of hotel marketing management. From this perspective, social media marketing is actually a process of brand image promotion and a process of making consumers deeply impressed with hotel brands. In this process, social media plays an important role, it can quietly carry out good publicity, and spread widely and quickly, which can produce good publicity results.

First, the relationship between social media and hotel marketing management

Under the background of the information age, the media should be socialized to build a communication platform for consumers and enterprises. Therefore, under the current background, social media came into being, which is a reflection of people's demand for information communication and exchange. Both individuals and enterprises should have a new understanding of social media. At present, many traditional media have added many social elements, and some special social media have emerged to enhance the brand value of enterprises. Under the background of the information age, the marketing channels of hotels have been expanded, and the scope of traditional print advertising marketing and TV advertising marketing has certain limitations. New media marketing has become an important direction of hotel marketing management. New media marketing is an important marketing behavior. The advertisement of the new media platform should be concise, vivid and easy to remember. Among all kinds of advertisements, the most eye-catching advertisement can produce unexpected effects. If people can promote their products without causing resentment, it embodies the charm of advertising. Taking social media as a marketing tool, it is with the help of the communication characteristics of social media platforms that all kinds of advertising copywriting in social media are more interesting and vivid. For example, at present, some hotel advertisements published by a large number of people in WeChat official account are often a kind of implicit marketing, which skillfully combines the service characteristics of hotels in the copywriting and effortlessly pushes relevant news to users, so that users can accept product information in a subtle way without generating resentment. In addition, there are a large number of users of social media at present, and the forwarding of users has expanded the channels for hotel marketing. The communication mode of social media marketing is not the traditional media communication mode, but a kind of network communication. With the help of users, good marketing effect can be achieved, thus effectively expanding the marketing scope of various products and stimulating consumers' desire to buy.

Social media plays an important role in hotel marketing, which is an important process to enhance hotel brand image and brand value. For example, the use of social media, combined with celebrities or events with news value and social influence, can attract the attention of the media, consumers and social groups, thus improving the visibility of the hotel, or by reporting some activities of the hotel, deepening the public's impression of the hotel, helping the hotel to establish a good corporate image, and ultimately promoting the continuous improvement of the hotel marketing level. Social media has promoted the change of hotel marketing model and effectively expanded the hotel marketing model, but it has also brought many challenges to hotel marketing. For example, in the traditional marketing process, hotels will mainly publicize through some print advertisements, and some even use the way of actual experience to let consumers know the actual situation and related services of the hotel. However, in the marketing mode of social media, because social media depends on the virtual environment of the Internet, people often have some concerns about the products marketed by hotels. They think that all kinds of information in social media marketing are likely to be false. Some people think that the development of social media facilitates people's lives, while others think that the development of social media is likely to cause a great crisis of trust. It is precisely because of this awareness that social media marketing has also been hindered in the development process.

Second, the application of social media in hotel marketing management process

Strengthen consumer demand survey. Compared with traditional marketing, the content and form of social media marketing have changed, but the only constant is that its purpose is to promote the image and brand of hotels, so the market is still an important factor in determining the marketing level. In the process of social media marketing, what kind of marketing methods should be adopted, what activities should be combined with, whether it is necessary to find a celebrity endorsement and which star to endorse are all related to market demand. Therefore, before social media marketing, we should do corresponding market research. Hotels provide services. Modern hotel enterprises are no longer simply providing places for consumers to rest and stay, but diversifying their services, such as holding conferences and exhibitions, which is the business type of some large hotel enterprises at present. In the process of transformation and development, hotels must do a good job in market research, so as to improve their services, identify the focus of their own brand building, and use social media for targeted publicity and promotion. Pre-market research is of great significance to the promotion of hotel marketing level. Social media also plays an important role in market research. Hotels can strengthen communication and contact with consumers through online media and self-media, and have a more detailed understanding of consumers' needs, so as to make corresponding adjustments in the setting process of hotel businesses and promote the sustainable development of enterprises. Find the breakthrough point of social media marketing. Social media participates in the marketing management of hotels, which corresponds to the Internet economy. Under the background of the information age, the emergence and development of network economy can not be separated from the network. Hotels are marketed through social media, and their operation and marketing must be guaranteed by the network, so the network has become a necessary condition in the process of social media marketing.

An important process to strengthen the promotion of hotel brands on social media is to effectively combine the hotel image with the content of social media. For example, there are some popular official WeChat accounts in WeChat. Through careful copywriting planning, there is no advertising suspicion at all. Moreover, many users like the copywriting style and planning style of copywriting very much, and they are not disgusted with the advertisements in the official WeChat account, but are happy to watch these advertising copywriting, thus achieving good social media marketing. Therefore, how to realize the combination of social media content and hotel brand image has become a problem to be considered in the process of hotel marketing management. In order to achieve this goal, first of all, marketers should have sensitive marketing awareness. For example, they can find the breakthrough point of some hot events in the current society, dig out the hotel-related content from them, and skillfully implant advertisements. Marketers need to change their ideas about marketing methods with social media and events. The foothold of various event marketing in the social media era should be the public's demands first, and then the interests. Event marketing is a marketing method that takes advantage of the situation. We should seize the opportunity of various events and combine the psychological characteristics of the audience, remember not to put interests first, borrow hot events in time, and advocate a positive energy in the whole event communication process, without distorting reality and generating negative public opinion. In these hot events, the brand image of the hotel can be recognized by consumers, deepen the impression of the hotel and achieve the purpose of marketing. In addition, when marketing with the help of various hot events, we should grasp the taboos of social media marketing. No matter what kind of marketing, we should adhere to an ethics, grasp the moral bottom line of various social events in marketing, adhere to basic humanistic care, embody the hotel's sense of social responsibility from small details, let the public know the hotel's sense of responsibility, establish trust in the hotel, and thus improve the hotel's position in the hearts of consumers. Establish a professional marketing team.

Interaction is a basic principle in the marketing process of social media, and social media itself is an interactive platform. Hotels should use social media to interact with consumers, so that the brand image of the hotel can be continuously improved. In this regard, the hotel should establish a professional marketing team. For example, a brand hotel has a special department to operate social platforms in marketing, which will deliver the hotel's various situations and services to consumers in time, and this hotel has also opened its own accounts on some mainstream social platforms, and invested enough resources to communicate with consumers and understand their needs, so as to improve services. Moreover, in the process of economic globalization, hotels have also expanded their markets to foreign countries, promoted hotels with the help of some international social platforms, and opened accounts in many international social software, so that consumers all over the world have the opportunity to understand hotel brands, successfully completing the step of hotel brands going abroad from China. Hotel social media marketing should not only interact with consumers in time, but also carefully plan the content in social media. The successful marketing of hotels using social media is inseparable from their excellent copywriting skills. For example, the content strategy of hotel social platform is divided into two parts, one is that users generate content, and the other is that online and offline channels provide fascinating experiences. Consumers can interact in various activities held by the hotel from time to time. For example, the hotel held a special wedding planning at a certain time, opened a special social media account, and pushed some stories shared by newlyweds in the hotel to consumers. These warm stories enrich the content of social media, make the marketing in social media more natural, and consumers can deepen their understanding of hotels in the process of reading stories.

Third, the conclusion

With the continuous development of new media, various social media began to appear in people's lives and were widely used. Many hotels use social media for real-time marketing to enhance their brand image. In this process, hotels should find the breakthrough point of social media marketing, find the direction of marketing, and promote the continuous improvement of hotel marketing level.

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