Traditional Culture Encyclopedia - Hotel accommodation - How to do a good job in hotel network marketing

How to do a good job in hotel network marketing 1 Network marketing is the inevitable choice of hotel marketing.

1. Capture customer informa

How to do a good job in hotel network marketing

How to do a good job in hotel network marketing 1 Network marketing is the inevitable choice of hotel marketing.

1. Capture customer informa

How to do a good job in hotel network marketing

How to do a good job in hotel network marketing 1 Network marketing is the inevitable choice of hotel marketing.

1. Capture customer information and achieve satisfactory service. As a hotel, customer satisfaction is the goal of hotel service, so it is necessary to know when, where and what kind of service customers need.

Hotels understand the specific needs of customers through online booking and interactive information services, so as to strive to provide customers with the required services. Online booking can not only attract online customer resources, but also help to realize the computer management of online customer resources. So as to provide personalized and humanized service, let the hotel seize more potential customer resources and win the development opportunities.

2. Improving hotel competitiveness and establishing hotel brand information are important strategic resources for hotel management. Hotels have more customer information in business competition through the network, thus having 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 the essential management content of network marketing to achieve the best effect, and it is also the need to establish a good network image of the hotel.

E-commerce is the best management method for hotels. You can sell rooms all over the world through online booking to achieve 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. Online booking will greatly improve the efficiency of order receiving, shorten the 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 for what they see, so that the hotel can provide more personalized services to customers.

This will help to improve customer loyalty and 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. Keep in touch with customers until they check in or come to the hotel for consumption without any objection.

2. The hotel website should let customers find all the information they need online so that they can choose, design and combine. The hotel provides highly customized products and services, makes purchase decisions, and is free to inquire about its previous consumption records. When customers want to communicate with hotel staff, WeChat group can do it immediately.

Establish an independent website of the hotel.

Hotels need to develop marketing channels, improve the management level of sales and marketing, establish brand awareness, strengthen the concept of customer asset management and competition, and improve independent pricing and control.

In line with the hotel positioning and long-term development strategy.

It is an important measure to improve the access rate of outlets by using the convenient communication conditions of the network to extensively carry out product use tracking services and solve various problems of customers in time. Should website construction create a publicity on the Internet? The window? Pay attention to the characteristics and advantages of the hotel, realize the purpose of interaction between customers and the hotel, and pay attention to the characteristics and practicability of web design. 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 obtain more customers' interests and preferences from the online information platform, re-integrate hotel products according to customers' individual needs and their own capabilities, comprehensively improve hotel services and hotel management, and satisfy customers to the greatest extent.

3. The marketing department of the hotel information management system 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.

All departments and posts in the hotel 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 department or customer service department of marketing strategy. 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, focusing on collecting hotel market information, guest demand trends and tourists' dynamic information, understanding competitors' operating conditions, promotion activities and prices, and providing sufficient and effective data and information for correct decision-making.

4. Advertising strategy of network marketing The purpose of advertising is nothing more than establishing the hotel image and promoting its hotel 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 has the characteristics of two-way, that is, hotel operators should not only know all kinds of online customers, but also know whether their products are suitable for online customers. Hotels can first understand the customer groups and their needs through their own website windows. For example, we can obtain the customer's demand information through the internet, so as to determine which room products we sell online, determine our online market goals, and point out the direction for the development of online marketing.

2. The main object of hotel network marketing The network marketing object is put forward for customers who may have buying behavior in the network virtual market. According to the hotel's own product characteristics, determine the main marketing targets, and attract these groups to visit through the content production of the website.

For hotels, the customer groups are generally young customers, business guests, leisure and holiday guests and so on. When determining the main target of network marketing, we must 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 our own product characteristics, we can finally determine the main target group of network marketing.

3. The overall planning of hotel network marketing The goal of network marketing is to publicize the hotel, improve its popularity, form a certain customer base, and book hotel rooms through the network 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 to enhance the hotel's popularity on the network. General online marketing activities mainly include online advertisements and hotel websites, which 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 can firmly attract potential customers and establish a good hotel image on the network.

5. Marketing channels of hotel network marketing. It is very important for hotels to succeed through online marketing. 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 and increase the success opportunities of hotel network marketing.

In order to establish a good brand image on the Internet, hotels must constantly communicate and coordinate the information on various marketing channels to ensure the consistency, continuity and unity of hotel marketing on the Internet. This is an essential management content to ensure the best effect of network marketing, and it is also needed by the hotel's network image.

Fourth, the development trend of hotel network marketing

In-depth development of 1, WeChat, website marketing and video advertising A few years ago, blog marketing achieved rapid development. However, due to the limitations of Weibo, hotel blog marketing may be lower than WeChat marketing 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. Website videos can show the overall image of hotels and guest rooms in an all-round way, and attract more customers to enjoy them through vivid advertisements. In the near future, a large number of video websites will explode.

2. Standardizing 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 competitive advantage in the network marketing environment where the level of network marketing is generally improved. The idea of standardized website optimization advocated by the new competitive network 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, but also the promotion of search engine ranking is only one aspect that reflects the inevitable result of website optimization.

The basic idea of optimizing the new competitive network marketing management website is to provide convenience for customers to obtain information through the rational design of website functions, website structure, website layout, website content and other elements, that is, to better convey valuable network marketing information to users through the website, give full play to the maximum network marketing value of the website, and enable hotels to establish an honest management mechanism and a higher communication platform, expand their popularity, open up new markets and promote marketing.

Network marketing will not only be the routine content such as website construction and website promotion, but also the focus of network marketing is not only the growth of visits and short-term benefits, but also the overall strategy related to 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 and do a good job in network marketing plan in a planned and step-by-step manner.

3. Network marketing integrates network marketing of resource hotels, which not only promotes its own products on its own website, but also cooperates with other businesses to promote products, and uses new media for online sales, so that individuals earn turnover and platforms earn profit points for hotels.