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Hotel Marketing Papers under the New Media

Hotel Marketing Papers under the New Media

Wechat is the leading online social platform in China, with more than 400 million users. So, how to carry out hotel marketing under the new media?

First, the opportunities and challenges faced by hotel marketing under the new media

Under the new media, the opportunities and challenges faced by hotel marketing can be summarized as complexity, interactivity and globalization. Opportunities and challenges coexist, which is an unavoidable reality of hotel marketing at present, as follows:

1 complexity

In the new media environment, all aspects of information are complicated, and it is difficult to accurately judge and screen, so that the marketing information that hotels want to convey is often covered up by some junk information, which cannot be delivered to consumers in the first time, and it is difficult to achieve the expected marketing effect. At the same time, different information communicators represent different interests. They freely express their views in the new media, forming a powerful force of public opinion, and do not rule out the possibility of slandering their peers.

Therefore, under the new media environment, it is difficult for hotels to play an ideal guiding role in the face of a highly transparent information dissemination environment, whether for society or consumers. In view of this, hotels need to make good use of new media to guide public opinion, actively safeguard their social image, and provide consumers with the most comprehensive, objective, true and timely information in order to gain the trust of consumers. Hotels need to master the right to speak, set attractive discussion topics and create a favorable public opinion atmosphere for hotels when conducting publicity.

2 Interaction

New media has built a fast and convenient marketing communication platform for hotels, and its inherent interactivity helps hotels to grasp consumers' psychological demands in time and accurately, make market responses in the first time, and seize consumers' resources. Consumers can also learn about all aspects of hotel services through new media and make appropriate consumption choices according to their actual situation. Compared with the traditional one-way marketing communication mode, the interaction of new media is more humanized and easily recognized by consumers. The main contents of the interaction between hotels and consumers by using new media are hotel services, prices and environmental information. And consumers also feedback their opinions and needs to the hotel to evaluate the service of the hotel. The essence of the interaction between hotels and consumers under the new media is the promotion of their own products and services. Grasping this link will greatly improve the visibility of the hotel.

3 Global

Under the new media, the scope of hotel marketing has expanded, and the information dissemination speed is very fast. Consumers all over the world can learn about hotel-related service information in the shortest time. Under the new media, the hotel marketing market is global, and its target customers can be found all over the world, not just in one place, and the influence of hotels can be expanded.

Since China joined WTO, the domestic hotel industry has developed very rapidly. By using Weibo, WeChat, video and other media. The intuitive effect brought by the richness of hotel marketing carriers is the enhancement of hotel initiative. Since then, the hotel marketing business has become three-dimensional and diversified, and the attractiveness of products and services has greatly increased, which has stimulated consumers' enthusiasm for consumption. The low cost of new media marketing improves the cost performance of hotel marketing funds and saves the marketing cost of hotels, so it is possible to implement sustainable new media marketing strategies.

Second, the new media under the hotel's correct marketing strategy

Many consumers' dependence on traditional mass media is declining, especially young people, who are the main force of online media users. Compared with traditional mass media, they are more willing to contact with fast and convenient new media. Traditional mobile phones have also been replaced by smart phones, and there is great room for online activities and online shopping. New media will be the mainstream trend in the future marketing market, and it is very feasible for hotels to use new media for marketing promotion.

1 Use the hotel website for promotion.

The advantages of hotel website promotion include low investment and high return, which is an effective marketing model and helps to improve the brand awareness of hotels. However, at present, some hotels in China have not realized the importance of using hotel websites for promotion. Its website is only an extremely simple image display window, and due to the lack of technical maintenance personnel, it can not be updated regularly, let alone the development and application of e-commerce, resulting in the hotel's brand value has not been qualitatively improved.

As a very cost-effective marketing channel, hotel website ensures the timeliness of hotel service information to the maximum extent. Therefore, hoteliers can transfer part of OTA's reservation share to the website, make a targeted online direct sales plan, and take direct reservation as the highest criterion of the action plan.

For example, make a reasonable reward plan and use the hotel website as the carrier of marketing promotion to provide rewards for customers who patronize the hotel for a long time. Rewards can be in the form of free breakfast, room upgrade, commemorative gifts, etc. And you can also paste flyers at the front desk of the hotel to attract customers to book through the website and maximize the marketing value of the hotel website.

2. Establish a cooperative relationship with the group buying website.

In daily life, group buying is everywhere, and the development speed of group buying websites is very fast, such as "glutinous rice network", "handle network" and "Meituan network" and other types of group buying websites abound. As the focus of consumers' online shopping, these group buying websites have a marketing function that cannot be ignored. The pace of life in today's society is very fast, and people's consumption choices are gradually inclined to online group buying. Hotels can establish cooperative relations with group buying websites, enhance their popularity and brand value, timely and appropriately adjust prices, and macroscopically control passenger flow. When the passenger flow is large, they can adopt selective profit-making strategies to attract consumers.

When a hotel establishes a cooperative relationship with a group buying website, its marketing strategy can be summarized as "increasing while decreasing", that is, in the peak season, the group buying discount can be appropriately reduced, and in the off-season, the group buying discount can be appropriately increased. However, hotel group purchase is only an auxiliary marketing channel, and the mainstream of the marketing market is OTA. Therefore, hotel marketers need to find a suitable balance between group buying, distribution and direct selling, and actively expand hotel marketing channels.

The hotel marketing strategy of establishing cooperative relationship with group buying websites has been widely adopted at present. Such as "7 Days Hotel", "Home Inn" and other large budget hotels, make good use of group buying websites to enhance their brand value, instead of direct sales through group buying, and cultivate many potential customers, which is equivalent to opening a new channel to acquire customers and helping to improve the economic benefits of hotels.

3 WeChat marketing

Wechat is the leading online social platform in China, with more than 400 million users. At present, the utilization rate of WeChat as a social platform in the hotel industry is not high, and it is still in the development stage. Using WeChat for hotel marketing has a very broad development space.

For business customers, mobile Internet applications are essential. The hotel can communicate with customers in time through WeChat, and convey all aspects of the hotel information to customers, including service scope, price and preferential treatment. And customers can also feed back their thoughts and demands to the hotel through WeChat, which is beneficial to both the hotel and customers. Both the first appointment and the second appointment can be successfully completed through WeChat, which saves a lot of unnecessary links and is beneficial to customers.

Hotels can establish a mature membership reward mechanism through WeChat, such as channel concessions, bonus points, etc., to improve the activity of the official hotel WeChat account, accumulate more popularity, cultivate potential customers, and maintain the loyalty of member customers.

As early as 20 12, some hotels in China officially opened WeChat customer reservation service, which is an important inspiration for the whole hotel industry in China. Especially on holidays, the economic benefits brought by WeChat marketing channel to hotels are very considerable. Many potential customers trained before have become real customers at this time, and the brand value and economic benefits of the hotel have been greatly improved.

4 Weibo Marketing

Besides WeChat, Weibo is also the mainstream social networking platform in China. The core function of hotel marketing through Weibo is to convey the latest information of hotel products and services to people in time, so as to cultivate potential customers.

People can quickly understand the information conveyed by the hotel through mobile terminals such as mobile phones, and whether it is room reservation or banquet reservation, it can be done directly through Weibo. The biggest difference between Weibo marketing and other new media marketing channels is that people can freely comment and forward the information released by hotels in Weibo, and hotels can also give detailed answers to the doubts of potential customers and recommend appropriate services to them.

Hotels can make better use of the famous resources of celebrities by using Weibo for marketing. For example, a large hotel chain in China has established a cooperative relationship with a well-known TV column group in China. The hotel provides accommodation for the members of the TV column group for a long time, and the TV column group also authorizes the hotel to use its own brand and trademark for marketing promotion, which is a win-win approach.

In a short time, the official Weibo fans of the hotel have greatly increased, and the information released by the hotel has also received tens of thousands of comments and reposts, achieving the expected marketing effect. Hotels can also concentrate on the communication and promotion function of Weibo marketing. Hotels can improve their own shortcomings in time by paying attention to the feedback from fans. The combination of Weibo as a marketing tool and a management tool can generate great marketing value.

Third, summary.

In the new media era, hotels can have more choices in marketing channels, and the ways of marketing and advertising are greatly enriched. Hotels should choose their own new media marketing channels according to their own actual conditions, devote themselves to building the brand value of hotels, take the technological changes of emerging media as an opportunity, vigorously launch new technology products, and comprehensively enhance the market competitiveness of hotels.

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