明宇酒店集团网络营销策略探

I明宇酒店集团网络营销策略探讨作者姓名：游小梅专业班级：2008080601指导教师：卢海霞摘要随着经济水平的提高和旅游产业的发展，我国酒店行业的竞争日趋激烈。除了传统的细分客源市场、提供个性化服务、提高服务质量等营销方式来增加酒店收入，获得竞争优势，在这个高速发展的信息时代，网络营销已成为酒店营销的新趋势。然而，我国的酒店行业以及酒店的网络营销环境都不容乐观。如何在新一轮的营销战争中获胜，是每一个酒店所关注的问题，而网络营销，已成为酒店营销的焦点。本文以明宇酒店集团为例，通过对明宇酒店集团网络营销现状分析以及其发展网络营销的SWOT分析，为明宇酒店集团开展网络营销提出营销对策，并从产品、推广、渠道、安全等方面给出具体建议。关键词：明宇酒店集团；网络营销；营销策略IIDiscussedofE-marketingStrategiesofMingyunHotelGroupAbstract：Alongwiththedevelopmentoftheeconomiclevelandtourismindustry,China'shotelindustrycompetitionisbecomingincreasinglyfierce.Inadditiontothetraditionalsubdivisionmarket,providepersonalizedservice,improvethequalityofservicemarketingtoincreasehotelrevenue,gainacompetitiveadvantageinthehigh-speeddevelopmentoftheinformationera,networkmarketinghasbecomethenewtrendofhotelmarketing.However,China'shotelindustryandthehotelnetworkmarketingenvironmentareoptimistic.Howtowinthewarofmarketinginanewround,Itisthefocusofattentionofeveryhotel,Internetmarketinghasbecomethefocusofhotelmarketing.ThroughanalyzingitsmarketingenvironmentandandthecurrentsituationofnetworkmarketingofMingyunHotelsGroup,thethesisistryingtoProvidesomeguidanceofinternetmarketingtothemingyungroup,Inaddition,givenintermsofspecificrecommendationsinproduct,promotion,channelandsecurity.Keywords:MingyunHotelGroup;E-Marketing;MarketingStrategyIII目录第1章前言..................................................................................................................11.1研究背景..........................................................................................................11.1.1酒店业发展迅速，竞争激烈...............................................................11.1.2在线旅游大有可为...............................................................................11.1.3酒店在线预订将成为发展趋势...........................................................21.2国内外研究现状..............................................................................................21.3研究思路..........................................................................................................31.4主要内容..........................................................................................................4第2章明宇酒店集团网络营销概述..........................................................................62.1网络营销理论概述..........................................................................................62.1.1网络营销的概念...................................................................................62.1.2网络营销相关理论...............................................................................62.1.3网络营销优势.......................................................................................72.2明宇酒店集团概述..........................................................................................82.2.1集团简介...............................................................................................82.2.2明宇酒店集团发展现状.......................................................................82.3明宇酒店集团网络营销现状........................................................................102.3.1明宇酒店集团网站简介.....................................................................102.3.2明宇酒店集团网络营销现状.............................................................10第3章明宇酒店集团网络营销分析........................................................................123.1明宇酒店集团网络营销的SWOT分析..........................................................123.1.1优势分析（S）...................................................................................123.1.2劣势分析（W）...................................................................................133.1.3机遇分析（O）...................................................................................143.1.4威胁分析（T）...................................................................................173.2明宇酒店集团网络营销存在的问题............................................................18第4章明宇酒店集团网络营销策略探讨................................................................204.1产品策略........................................................................................................204.1.1网络品牌建设.....................................................................................204.1.2网站优化.............................................................................................204.2推广策略........................................................................................................214．2.1广告策略...........................................................................................224.2.2二次销售策略.......................................................................................224.2.3搜索引擎关键词策略.........................................................................224.2.4微博营销策略.....................................................................................234.2.5移动电子商务策略.............................................................................244.3渠道策略........................................................................................................244.4服务策略......................................................................................................