How to use the Internet to realize the accurate marketing of hotels?

At present, the network has become an inseparable part of people's lives. At present, the network population in China is growing exponentially, and the future development of the hotel industry is also inseparable from the network. Internet has brought great changes to people's consumption concepts and behaviors. In this case, it is an inevitable trend for the hotel industry to make full use of the Internet and develop e-commerce based on online booking. In order to improve the management efficiency and actual effect of online booking, the most important thing is to enhance the awareness of online marketing. . First, the necessity of online booking in the information age In the information age, modern people's work and life are inseparable from the Internet. With the help of the network, people's work efficiency can be improved, and people's quality of life can also be improved. Because of the network, people have closer communication, richer information and more transparent services. With the adoption of the Internet, it is more convenient for people to trade products, and the range of choices is wider, and the transaction cost of enterprises is also reduced. As a modern hotel enterprise, it is facing global business competition. Thanks to the network, customers can query hotel management information and room rates of any destination anytime and anywhere. Therefore, in the information age, hotels must operate in good faith with customers and establish a loyal customer base by using modern online booking, which has become the development trend of e-commerce. Mainly in the following aspects: 1, the needs of sustainable development of modern hotels. The development of modern society is dazzling. When the word "information" has just been accepted by people, the information society related to it has gradually flashed in front of us, and the informationization of hotel management has become an irresistible trend. For hotel enterprises, the biggest change brought by informatization is reflected in the management of hotel enterprises, which profoundly affects and changes the management mode of modern hotel enterprises. As the product of this change, online booking is an important symbol of hotel information management, and it is also the need of hotel sustainable development. Due to the progress of information technology, hotels can not only carry out a series of e-commerce such as online booking, but also show a huge and attractive leap-forward development prospect for the hotel industry. 2. The necessity that modern hotels promise to provide perfect service. Hotel enterprises in the information society must provide customers with perfect service commitments. The so-called perfect service here is that as a hotel enterprise, it is necessary to know when, where and what kind of service customers need. Hotel enterprises can achieve the most basic service commitment through online booking and interactive information service. Through online booking to understand the specific needs of customers, the hotel can strive to provide the required services for its guests. Therefore, hotels can shorten the distance with customers, communicate with each other, and promise perfect service to customers through the network. 3. The demand of modern hotel customer asset management Customer asset management is an important part of modern hotel management, especially in the new economy, enterprise management is customer-oriented, not product-oriented. Only when the hotel's service satisfies customers, such as customers feel that the price is appropriate, customers get convenient services, and customers feel that it is easy to communicate with the hotel, then the hotel will be attractive to customers. Online booking can not only attract online customer resources, but also help to realize the computer management of online customer resources, thus providing personalized and humanized services, enabling hotels to seize more potential customer resources and win development opportunities. 4. Modern hotels need to strengthen their sense of competition. As a modern hotel enterprise, information is an important strategic resource of hotel management. In the modern information society, it is no longer capital but information that plays a decisive role in economic growth. Whoever has information has a future. Hotel online booking can be said to be a strategic thinking about the future tourist market, because in the future business competition, whoever has more customer information will have more markets. At present, from the perspective of many domestic hotel enterprises, many operators think that online booking is not effective and ignore the implementation of online booking. Operators who hold this view are essentially lack of competition awareness. 5. The necessity of establishing brand awareness in modern hotels Any hotel must have brand awareness in its operation. If any operator ignores brand awareness, it will be difficult to form a business scale and achieve great development. In reality, even if several hotels provide similar facilities, there are always some guests who like a certain brand of hotel. Because the reservation system of this brand hotel is gradually accepted, used and loved by them. For example, if you go to Hilton Hotels all over the world, you can also enjoy this set of facilities and familiar environment, services and feelings that you are used to. Therefore, brand is very important in network marketing, and hotels with brands will convey the unique service concept of this brand to their guests. This is the necessary management content for network marketing to achieve the best effect, and it is also the need to establish a good network image of the hotel. Second, online booking is the basis of hotel e-commerce. Hotel management is mainly room sales, and reservation is the main way of room sales. As a special product of the hotel, guest rooms cannot be moved and stored, so we must use various ways and means to sell them as much as possible. E-commerce is the best way for hotel management. You can sell rooms around the world through online booking to achieve off-site sales. Online booking has greatly expanded the hotel's tourist channels and established the hotel image, so it has become the main content and important foundation of hotel e-commerce. Third, to carry out online booking, we must have the awareness of online marketing. The establishment of hotel website or online booking does not mean the end of hotel online marketing, but the beginning of the whole online marketing process. Judging from the hotel industry in China, many hotels have not yet launched or established their own websites. Individual hotels have joined the reservation system of the reservation center or made several web pages, waiting for customers to come to the door, and rarely do the basic work of online marketing, which is a manifestation of no awareness of online marketing. If a hotel wants to show its elegance on the internet, it must show its own characteristics different from others and need to constantly change its homepage. Like traditional marketing, it must constantly use tricks on the Internet to attract customers. There is a saying called "80% semi-annual theorem", that is, 80% visitors will not visit an uninterested page for half a year. At present, the themes expressed in many hotel homepages are not clear enough, but there is little really useful information, which will virtually expel their potential customers. Nowadays, many successful e-commerce websites have adopted personalized page design, and hotel products are also personalized consumer goods. Different age groups, different accommodation motives and different classes have different requirements for rooms. Hotels should design different page styles for different target customers. For example, for price-oriented customers, a link can be specially designed to introduce the hotel's price discount and its price advantage compared with other hotels, and other preferential measures can also be used appropriately; For business guests, you can introduce the hotel's facilities, services, atmosphere and geographical location. Of course, potential customers with different languages, countries and religions can take "personalized care" from the aspects of language, content, page tone and pattern, so that customers can experience the intimacy brought by the hotel before booking. Internet marketing is the real personalized marketing. Hotels can even customize rooms for different customers on the basis of standardization, or label different rooms with different themes, and customers can choose at will. At the same time, another attraction of online marketing to consumers is its price advantage. Hotel rooms are the most perishable goods. Because the room products can't be stocked and sold within the specified time, the utility and value of the day will naturally be lost, and there will be not only costs, but also profits, so it has the fluctuation characteristics of value compensation. Good network marketing consciousness should design favorable online prices, publish new hotel materials and promotional information conveniently and quickly through the network, touch the global tourism market and more sales channels, greatly reduce the risk of "inventory" of rooms, guide and cultivate more potential consumer groups, not only make the hotel obtain gratifying sales performance, but also provide instant online services, greatly improving the satisfaction of guests with the overall service of the hotel. Unfortunately, at present, online booking has not attracted the general attention of domestic hotel operators, and there is insufficient understanding of the importance and necessity of online booking and e-commerce for the future development of hotels from the perspective of business strategy. With the rapid expansion of network users, e-commerce has become the trend of hotel management and development, representing the inevitable direction of hotel industry's survival and development in the Internet era. Therefore, it is of great significance to improve the network marketing awareness of hotel enterprises. Only by understanding and practicing e-commerce from the height of establishing brand and improving market competitiveness can the development of hotel industry in China take a new step.