酒店网络营销方案范文

酒店网络营销方案范文第1篇

正如北二外戴斌教授所言：“以预订系统为代表的市场推广与营销系统的运用成为酒店业最为关注的问题，信息技术已越来越成为维系与提高酒店竞争力的关键因素，而酒店对信息技术的依赖性越来越强”（戴斌，2007年中国酒店产业走势预测），然而，很多酒店经营者都会有如此的困惑——“面对如此多的在线渠道选择，却不能制定最佳的在线营销策略以寻求最好的回报。他们知道自己可以做得更多，但是不知道如何去做。”（摘自旅游信息化网刊）很多酒店为尽可能扩大直销渠道和管理众多的分销渠道而在寻找最适合的解决方案。

As Professor Dibin from North II said: “The use of the marketing and promotion system, represented by booking systems, has become a major concern for the hotel industry, and information technology has become a key factor in sustaining and improving hotel competitiveness, and hotels are becoming more dependent on information technology” (Dabin, forecast of the trend in the Chinese hotel industry in 2007), however, many hotel operators are so confused that, “in the face of so many online options, they cannot develop the best online marketing strategies to find the best returns. They know that they can do more, but they do not know how to do it.

（OpenTravelAlliances，国际上应用最广的在线旅游技术标准）、提供搜索预订引擎、建立多渠道营销战略、通过收益管理系统对酒店分销渠道进行管理的一整套解决方案。

(OpenTravelAlliances, the most widely applied online tourism technology standard at the international level), providing a search booking engine, establishing a multi-channel marketing strategy and a set of solutions to manage hotel distribution channels through a revenue management system.

DHotelier系统和CRS（CentralReservationSystem，中央预订系统）的最大区别是分布式（Distributed）的设计架构和以酒店为核心的商业机制，该系统为酒店提供资源管理、客户管理（包括机构客户、酒店常客和潜在客户的管理）、销售业务管理、市场营销业务管理、报表管理等，可大大提高酒店市场营销的效率，提升酒店管理水平和内部工作效率，为酒店营销策略制定提供有力的决策依据。

The biggest difference between the DHotelier system and the CRS (CentralReservation System, Central Reservation System) is the distributional (Distributed) design structure and the hotel-centred business mechanism, which provides hotel resource management, customer management (including agency customer, hotel frequent and potential customer management), marketing operations management, marketing operations management, statement management, etc., that can significantly improve the efficiency of hotel marketing, upgrade hotel management and internal work efficiency, and provide a strong decision-making basis for hotel marketing strategy development.

DHotelier系统还包括与之相连的酒店网站，酒店的渠道管理和相关数据全部掌握在酒店自己手中，因此酒店可以免除一些安全方面的担忧。酒店可以通过DHotelier系统直接与重要渠道签约、“夜审”和支付佣金；对于中小渠道和境外渠道，DHotelier可代替渠道和酒店作“夜审”和佣金支付；

The DHotelier system also includes linked hotel websites with which the hotel's channel management and related data are entirely in the hotel's own hands, thus exempting the hotel from some security concerns.

DHotelier系统可以帮助酒店自主地和各种合作伙伴建立更加紧密的联系，如：酒店可以将自己的预订引擎灵活嵌入其他网站或系统，增加了酒店网站在目标顾客群中“曝光”的概率。

The DHotelier system helps the hotel to establish closer links with a variety of partners on its own, such as by allowing the hotel to embed its own booking engine flexibly into other websites or systems, increasing the probability that the hotel website will be “exploited” in the target group of customers.

DHotelierExpress支持酒店快速和其他酒店组成网络营销联盟，其客户端软件应用于酒店销售前端，可以同时销售很多家酒店的产品，就像MSN一样灵活。

DHotelier Express supports hotel rapids and other hotels to form a network marketing union whose client software is used at the front end of hotel sales to sell many hotel products at the same time, as is the case with MSN.

总结起来，DHotelier系统的特点是：

In summary, the DHotelier system is characterized by:

1.基于OTA标准优化酒店网站，使客人容易通过各种网络通道找到酒店并进行预订；

1. Optimizing the hotel website based on OTA standards, making it easier for guests to find hotels and book them through various web channels;

2.实时分析酒店网站的客户行为以提升营销效率并提高预订量；

2. Real-time analysis of customer behaviour on the hotel website to improve marketing efficiency and booking;

3.酒店通过收益管理对其所有网络销售渠道进行管理；

3. Hotels manage all their web sales channels through revenue management;

4.为酒店提供签约客户及常客网络的实时预订服务；

4. Real-time booking services for hotel subscribers and regular network;

酒店网络营销方案范文第2篇

互联网给酒店营销带来了什么？

What did the Internet bring to hotel marketing?

它是一个很好的信息平台。

It's a good information platform.

在信息量丰富、实时沟通、市场呈加速度变化的资讯时代，酒店再也不能以昨天的方式来思考或解决今天的问题，不能以过去传统的手法来操作今天的事业。互联网加快了人与人之间的沟通与了解，信息变得空前重要，谁先一步掌握信息，谁就领先于市场。

In an age of information rich in information, real-time communication, and fast-changing markets, hotels can no longer think about or solve today’s problems in the way they did yesterday, and cannot operate today’s business in the way they used to do. The Internet speeds up communication and understanding between people, information becomes more important than ever, and whoever first gets the information leads the market.

酒店通过互联网宣传企业形象，比以往的宣传方式更快捷、更清晰、更全面、更互动，使无形服务有形化。酒店可以利用多媒体技术，把酒店整体的设施设备、内部环境装饰、各种特色服务等在互联网上动态地表现出来。客人可以更快、更便捷地了解酒店，他们足不出户便可以在自己的家里或办公室里得到视觉上的形象化的享受，获得身临其境的感觉。酒店可以更细致、更周到地在第一时间反馈客人所需要的信息，双方达成互动。但酒店在宣传的同时，要做到“诚实”。酒店在网上的图片、宣传资料也要与客人在酒店亲眼看到的一致，甚至超出他们的期望。酒店在互联网上公布的价格要与在其它各个途径的报价保持一致，让客人对酒店产生信任感。

Hotels promote corporate image via the Internet more quickly, clearly, comprehensively, and interactively than in the past. Multimedia technology can be used to show the hotel's overall facilities and equipment, interior environmental decorations, and a variety of niche services. Guests can get a faster and easier understanding of the hotel, so that they can get visualized enjoyment in their homes or offices and feel at home.

它为酒店增加了一种富有竞争力的营销手段。

It adds a competitive marketing tool to hotels.

酒店的网站，是酒店在互联网上的一个窗口，类似于传统名片的作用，但又是一个比传统的杂志、电视、报纸和其它广告形式更有成本效益的广告方式。

The hotel website is a window on the Internet, similar to the role of traditional business cards, but a more cost-effective way of advertising than traditional magazines, television, newspapers and other forms of advertising.

酒店集团的网站，可以让客人在网站上看到集团不同地区各个酒店的情况，了解每个酒店的客房及价格信息，进行网上预订，为集团提供的“一站式服务”而感到满意，集团各酒店更是可以达到网上资源共享。

The hotel group's website provides visitors with access to hotels in different parts of the group, information about the rooms and prices of each hotel, online bookings, satisfaction with the group's “one-stop service”, and the group's hotels are more accessible for online resource sharing.

互联网营销对单体酒店的帮助更大。在没有互联网之前，连锁酒店有分布在全球各地的销售网络，有其独立的订房系统，在客源上有一定范围的垄断优势。此时，单体酒店缺乏竞争力，但有了互联网，单体酒店可以通过跟各订房网合作，同样实现资源共享，利益共享。另外，单体酒店能在面对市场变化时表现得更灵活，能根据市场的变化快速调整应对策略。相对连锁酒店虽然有整体的营销模式和策略，能形成轰动效应，但它不可能适合所有的市场，往往容易患“水土不服综合症”。

In the absence of the Internet, the hotel chain had a worldwide distribution network, an independent booking system, and a certain degree of monopoly over the client base. At this point, the hotel system is not competitive, but, with the Internet, it can also share resources and benefits by working with the booking network. In addition, the hotel chain can be more flexible in the face of market changes and adapt its response quickly to market changes.

它让酒店看到很多新的机会。

It makes the hotel see a lot of new opportunities.

互联网的到来，给酒店带来了很多便利。它效率更高、成本更低、信息更准确、沟通变得更互动。

The advent of the Internet has made hotels much easier. It is more efficient, less costly, more accurate and more interactive.

互联网有利于酒店拓展潜在客户市场，使全球营销成为可能。互联网打破了时间和空间的限制，覆盖了整个世界。酒店通过互联网可以将自己的信息迅速传送到世界各地。世界各地的客户也可以通过网上浏览，马上获得酒店的所有信息，甚至立即完成网上购买。互联网营销扩大了酒店的市场范围，大大提高了酒店的营销能力，酒店积极拓展全球市场，真正实现全球营销的梦想。

The Internet enables hotels to expand their potential customer markets, making global marketing possible. The Internet breaks time and space restrictions and covers the entire world.

互联网为客户关系管理提供更好的技术支持。酒店可以对客户按消费水平实行分级管理，即实行spg优先客人计划。根据不同消费积累积分，经常与客户沟通，告诉客户以他目前的积分可以享受哪些消费、有哪些优惠、有哪些奖励等，由此酒店对不同消费水平的客人也可展开有针对性的促销活动。

The Internet provides better technical support for customer relationship management.

互联网帮助酒店提高服务质量，酒店可以广泛收集记录客人的爱好及要求，对这些信息进行分析，根据客户需求的变化不断开发特色服务，为客人提供个性化服务。在满足个性化消费需求的驱动下，随着酒店对客人信息的积累，酒店可以针对不同宾客的不同需要，设计、生产个性化产品，实现大规模定制化服务。

The Internet helps hotels to improve the quality of their services by collecting and recording their customers’ preferences and requirements, analysing this information, developing their own services in response to changes in their needs, and providing them with personalized services.

然而，很多销售形式还是互联网所无法取代的，比如面对面的交流依然很重要；偶尔给客人寄上一封热情洋溢的感谢信，或是一张酒店的明信片、生日卡，都会给客人带来额外的惊喜。所以互联网营销并不是唯一的营销手段，它要与传统营销相结合。营销的关键一点是了解客户，然后选择与他们沟通的最佳途径。酒店应该将互联网营销编入酒店的整个营销战略里，酒店需要仔细考虑其营销战略目标，确定最有效的营销手段。

However, many forms of sales are irreplaceable to the Internet, such as face-to-face communication, which remains important; occasionally sending customers a passionate thank-you letter, or a hotel postcard, birthday card, gives them additional surprises. So Internet marketing is not the only marketing tool, it is linked to traditional marketing. The key to marketing is to know customers and then choose the best way to communicate with them. Hotels should integrate Internet marketing into the overall hotel marketing strategy, and hotels need to carefully consider their marketing strategic objectives and identify the most effective marketing tools.

21世纪中国酒店业的互联网营销

Internet marketing in the 21st century Chinese hotel industry

随着中国加入世界贸易组织，中国的酒店业将面临着更大的机遇和挑战。计算机网络技术日益成熟和应用的日益广泛。中国的酒店业进行的互联网营销也迫在眉睫。

With China’s accession to the World Trade Organization, China’s hotel industry will face greater opportunities and challenges. Computer network technology is becoming more sophisticated and widely applied.

酒店互联网营销简单说就是指酒店利用国际互联网这个快捷，灵活的信息沟通渠道来推销酒店产品的一种市场营销活动。中国许多酒店已经开始在互联网上进行营销。如北京，广州,深圳的一些酒店，同时互联网上出现的商店专业预订网也不少。如中国酒店预订热线，中国酒店预订网等等。但总的来说中国酒店业的互联网营销还只是处于起步阶段。有许多地方需要完善和改进。如页面链接慢，网业设计粗糙，单调等。下面来谈一下中国的酒店业应如何进行互联网营销。

In simple terms, hotel Internet marketing refers to hotels using the international Internet as a fast and flexible channel of information and communication to market their products. Many hotels in China have already started to market on the Internet. Some hotels in Shenzhen, such as Beijing, Guangzhou, and there are also a lot of store bookings on the Internet. For example, the Chinese hotel booking hotline, the Chinese hotel booking network, and so on.

一、产品策略

I. Product strategy

在酒店的产品互联网营销中，顾客只能通过酒店的网页来了解酒店的客房，从而作出预订决策。因此搞好网页设计和 “虚拟客房”建设将是酒店产品策略的关键。

In the Internet marketing of hotel products, customers can only access hotel rooms through hotel web pages to make booking decisions. Therefore, the design of web pages and the construction of “virtual guest rooms” will be key to the strategy of hotel products.

1、网页设计

Web design

酒店的网页设计所追求的效果简单地说，一是精致，二是方便，具体地应注意以下几点：“第一，酒店的主页应能够给顾客比较强烈和突出的印象。第二，网页结构设计合理，层次清楚。顾客应该可以从主页的目录中得知自己应查得的方向。第三，网页的内容应全面，尽量涵盖顾客普遍所需的信息。第四，网页的链接应方便浏览，传输速度和图片的下载的速度快，应注意避免死链接，调不出图形等情况存在。面对网上如此从多的网丫，酒店节省顾客的时间从而吸引顾客就是在给酒店互联网营销创造机会。

The effect of the hotel's web page design is simply to say that it is sophisticated and convenient, and that attention should be paid to the following points: “First, the hotel's home page should be able to give a stronger and more prominent impression to customers. Second, the web page should be well structured and structured. Clients should be able to find their own directions from the directory of the home page. Third, the content of the web page should be comprehensive and cover as much information as possible for customers. Fourth, web links should be easy to view, transmission speed and the speed with which pictures are downloaded, care should be taken to avoid dead links, graphics, etc. In the face of so many web sites, hotel time saves customers' time and thus creates opportunities for hotel Internet marketing.

2、虚拟客房

2. Virtual guest room

顾客在购买产品前对他将要购买的产品都要有一个了解，而在传统营销中酒店的顾客在预订客房前却不可能像别的顾客购买商品一样。先到自己将要预订的客房里参观一下再作决定。面互联网营销却可以满足顾客的这种需求。酒店利用电脑和互联网这种高科技手段营造一间“虚拟客房”，让顾客不仅能够对他将预订的客房有一个全方位的了解，更重要的是可以在“虚拟客房”内设计出自己喜爱的客房，从而真正使酒店客房的有形产品和无形产品和无形服务达到最佳结合。

Customers need to know what they are going to buy before they buy their products, while in traditional marketing it is not possible for hotel customers to buy what they are going to buy before they book their guest rooms. They visit the guest rooms they are about to book and make decisions.

顾客只要在酒店主页的醒目位置用鼠标点击按纽，屏幕会立刻从平面进入一个立体空间。顾客就可以进入酒店的“虚拟客房”进行参观和设计了。

Customers can enter the hotel’s “virtual guest room” for visits and designs.

首先屏幕上为顾客开门的是穿着考究，面带微笑的服务员，她领你进入客房，为你开窗，沏茶，开音乐。并在一旁用她悦耳的声音为顾客作客房介绍。屏幕也会随着她的介绍依次为顾客显示，屏幕也会随着她的介绍依次为顾客显示客房全景，家具设备，房顶装饰，地板花纹等等。展示完毕以后（当然你也可有选择地进行参观浏览）你还可以移动鼠标查看新的服务项目，了解客房按钮使用方法，甚至还可远眺窗外景色。如果顾客对所“参观”客房很满意的话就可以进行确认预订。如果觉得有些地方还不大令自己满意。如窗帘的颜色，风屏的摆放同，楼层的高低等等。顾客只要把自己的要求输入计算机，稍等片刻后酒店就会答复。如果你的要求酒店可以满足的话，酒店将会再一次邀请顾客进入“虚拟客房”---不过这一次顾客所看到的将是自己设计的客房，客房内的一切都是按照顾客的意愿设计的。顾客也就有了一间真正属于自己的客房。

The first thing to open the screen for the customer is to wear a dress, a smiley waiter, and she will take you into the guest room, open the window for you, make the tea, and make the music. And if the customer is satisfied with the guest's voice, it will be able to confirm the booking. If the customer is satisfied with the guest's room, it will be able to show the guest's room, furniture, roof decorations, floor strips, and so on, and so on. After the show (and, of course, you can have a choice of viewing) you can move the mouse to see the new service, see how the guest's buttons are used, and you can even look out the window. If the customer is satisfied with the guest's room, it can confirm the booking. If there are places that are not quite satisfactory to herself, like the colour of the curtains, the windscreens, the level of the floor, and so on, the hotel will answer. If you want the hotel to meet, the hotel will invite the guest's room.

3、短信平台与wap站点

3. SMS platform and wap site

为了让顾客能够随时随地了解酒店，预订服务，优惠活动信息，和维护老客户。酒店可以根据需要组建自己的短信平台和wap站点，酒店利用短信平台接受客户的预订服务信息并及时反馈预订情况，或者针对一些老客户的消费积分情况，通过发送短信通知他们能够享受到的一些优惠信息和免费服务。这样既扩大了酒店的销售渠道，又方便的客户，而且对老客户的维护也更贴切。随着移动通信技术的发展，无线互联网的用户大大增加，酒店通过建立自己的wap站点，既可以让顾客了解酒店预订酒店服务而且提升了酒店的形象和知名度。

In order to keep customers informed about hotels, booking services, preferential activity information, and maintenance of older customers at any time. Hotels can set up their own SMS platforms and wap sites, using SMS platforms to receive booking information from clients and to provide timely feedback on bookings, or they can be informed of some of the preferential information and free services by sending text messages to older customers.

二、价格策略

II. PRINCIPAL POLICIES

价格是酒店经营特别是营销过程中最为敏感的问题。而互联网营销使酒店客房的价格展现在顾客面前的同时也暴露在竞争对手面前。具体来说酒店客房互联网营销的价格策略应做到以下几点：

Prices are the most sensitive issue in hotel operations, especially marketing. Internet marketing exposes hotel room prices to customers as well as competitors.

由于互联网营销使企业的产品开发和促销等成本降低。酒店可以进一步降低客房的价格。并且由于网上价格具有公开化的特点。顾客很容易全面掌握其他同类客房的价格。因此应增加客房定价的“透明度”，建立合理的价格解释体系，向顾客提供客房相关产品的定价，并开诚布公地在价格目录上介绍客房价格的制定程序，从而消除顾客对酒店客房价格产生的疑虑。

As Internet marketing reduces the cost of firms’ production development and marketing, hotels can further reduce the price of guest rooms. And because online prices are open. Customers can easily master the price of other rooms of the same kind.

2、灵活变价

2. Flexibility

由于在互联网上客房价格随时都可能受到同行业酒店的冲击，所以应在网上建立客房价格自动调节系统，按照旅游的淡旺季，市场供需情况，其他酒店的价格变动等情况，在计算最大盈利的基础上自动地进行实际的价格调整，并且定期提供优惠，折扣等形式以吸引顾客。

Since the price of room on the Internet may be subject to shocks at any time from the same sector of hotels, an automated system of house price regulation should be established online, whereby real price adjustments are made automatically on the basis of the maximum profit calculation, discounts, etc. to attract customers in the light of the low season of tourism, market supply and demand, price movements in other hotels, etc.

3 、弹性议价

3. Flexible bargaining

这里需要特别指出的是此处的议价绝非酒店与顾客在互联网上进行“讨价还价”。因为笔者觉得如果同一档次甚至是同一间客房可以通过不同价格购买的话（旅游淡旺季等因素除外），不仅购买者不是特别满意（他总觉得协商的价格还可以低，只是因为自己的报价太高了）而且更为严重的是如果某一位住店顾客知道了与他住同一个档次甚至是同一次客房的其他顾客却付钱比他少的话，酒店的声誉受到的影响可想而知。所以说酒店不能在网上与预订客房的顾客“讨价还价”酒店应该充分利用互联网具有的交互式特点和顾客一起“商议”合理的价格。酒店让顾客在预订时输入他可以接受的价格范围，以及所需客房的楼层，朝向等资料，然后酒店根据这些资料为顾客确定令顾客满意的客房。如果顾客需要预订的是一个价格不超过250美元位于四楼的标准间，但酒店只能提供给顾客一间位于四楼可价格是260美元的标准间，此时酒店便可以和顾客进行协商，让其做出选择，并向顾客做出承诺，如果下次他再住本酒店的话酒店会给他更优惠的价格。这样，顾客就会比较主动地做出购买决策。这比传统的服务员报价法要省去许多麻烦，也比顾客在互联网上根据价格一样一样地挑选商品要省时，要知道影响“网上漫游”的顾客是否做出购买决策的最重要因素就是时间和耐心。

In particular, it is important to note that the hotel’s reputation is affected by the fact that a customer knows that he or she lives in the same compartment or even in the same room and that he or she pays less than he or she does on the Internet. If the hotel’s reputation is affected by the fact that it can be bought at different prices (except for factors such as tourism season), not only is it not particularly satisfactory to the purchaser (he always feels that the price is too low because his or her offer is too high), but it is even more serious that if a customer knows that he or she is living in the same compartment or even in the same room, the hotel’s reputation is affected by the fact that it cannot be “priced” on the Internet with its or even with its booking customers at the same price (except for other things).

三、渠道策略

III. RESPONSIBILITY STRATEGY

如果仅从销售渠道层次角度来看，互联网营销的渠道就退化为互联网这个单一的层次，因此，对于酒店来说其重点应放在不断完善这种渠道以吸引顾客上。可以采取的方式有很多，如建立会员网络，提供免费的服务或产品，组建立会员网络为例来说明酒店的具体做法。

If Internet marketing channels are degraded to the single level of the Internet from the point of view of the distribution channel alone, the focus for hotels should therefore be on the continuous improvement of such channels to attract customers. There are many ways in which they can be used, such as the creation of a network of members, the provision of free services or products, and the establishment of a network of members as an example of the specific approach of hotels.

会员网络是企业建立虚拟组织的基础上形成的网络团体。酒店可以把曾经住过本酒店的顾客和酒店的常客组成一个会员网络。促进他们之间的了联系和交流，培养顾客对酒店的忠诚度，并且把顾客融入到整个营销过程中，让每一个会员都互惠互利，共同发展。

The network of members is a network based on a virtual organization of businesses. Hotels can form a network of members of customers and hotel guests who used to live in the hotel.

比如在客人离店后，酒店通过互联网上的e-mail询问他对酒店客房的意见，以示对客人的尊重的和关心：又如酒店为那些具有相同经历的顾客，如都有从事某一职业，都处于社会同一阶层，都来自于同一个城市，提供彼此的e-mail地址，以及其他联系方法，从而促进他们的交流；还比如在节假日，酒店可通过e-mail向会员发送精致的贺卡，在酒店推出新的服务项目以及将对客房进行重新设计前，也可通过e-mail这种方式通知会员，并征求他的意见，这样，顾客就会有一种被尊重，

For example, after the customer leaves the shop, the hotel asks him about the hotel room via e-mail on the Internet to show respect and concern for the guest: if the hotel is a customer with the same experience, if all have a profession, is in the same class of society, comes from the same city, provides each other with e-mail addresses, and other means of contact, thus facilitating their communication; for example, on holidays, the hotel sends its members excellent greeting cards via e-mail, introduces new services in the hotel and will re-engineer the guest room, and informs the member by e-mail and solicits his opinion by e-mail.

被重视的感觉，从而对本酒店就会有一持续良好的印象

The feeling of being valued will continue to make a good impression of the hotel.

四、促销网络

IV. Promotional networks

酒店的网址，网页只有大量的网发访问，才有可能实现互联网销售上的根本性突破，因此在互联网上酒店客房的促销更演变为对酒店的网址网页的促销，提高其点击率和浏览率。当然，前面产品策略中的网站内容的建设是一个重要方面，但仅有极富吸引力的网页是远远不够的，还必须有相应的促销手段相配合，下面就介绍几种常用的网站促销的方法。

The hotel’s web site, where only a large number of web pages are available, has made it possible to achieve a fundamental breakthrough in Internet sales, and therefore the promotion of hotel rooms on the Internet has evolved into a promotion of hotel’s web pages, increasing the number of hits and viewing. Of course, the building of web content in the previous product strategy is an important aspect, but very attractive pages are far from enough and must be matched by a combination of marketing tools.

1、电子邮件形式（e-mail）

1 E-mail format (e-mail)

电子邮件是互联网传送的个人信件，酒店可以把本酒店的广告住处通过e-mail直接发给顾客，它具有成本低，信息反馈速度快等优点。但酒店虽然可以通过多种渠道获得大量的个人e-mail地址。但酒店所投寄的信息顾客不一定需要，这样就容易导致顾客对本酒店产生不良的印象。这就要求酒店互联网营销人员认真分析和严格的审查，根据其资料进行取舍，同时提高所投电子邮件的质量。包括措辞，文字设计，背景图案等各方面的内容。当然在前面提到的会员网络中使用电子邮件这种形式还是较为常用的一种方法。

E-mails are personal letters sent over the Internet, and hotels can send their hotel's advertising home directly to customers via e-mail, which has the advantage of low cost and fast feedback. However, hotels can obtain a large number of personal e-mail addresses through a variety of channels.

2、与旅行网站合作

2. Cooperation with the travel website

旅行网站是在互联网上专门从事旅行服务，包括酒店预订，机票订购，景点介绍等等的网站，比如携程旅行网、e龙网等。其主要优点在于方便顾客查询。一般访问酒店销售网的顾客都带有较为明确的目的---预订客房，而且往往专业销售网是他们查询的首选目标。在该专业销售网上，顾客只要输入旅游地名称，所需酒店的等级信息后，屏幕上便会列出一系列与此信息有关的酒店的网址，顾客便可以迅速查询酒店信息，预订酒店客房和服务。不过对于酒店来说这种广告方式最大的弊病就是酒店的网址很容易被淹没在其他酒店的网址之中。

Travel sites are those that specialize in travel services on the Internet, including hotel bookings, airline bookings, attractions, etc. The main advantages are easy access to travel networks, e-Longnets, etc. Customers who usually visit the hotel distribution network have a more explicit purpose - booking of guest rooms, and often the professional distribution network is their preferred target. On this professional marketing network, customers simply enter the name of their destination and require information on the hotel level, they list a series of hotel sites related to this information, so that customers can quickly access hotel information and book hotel rooms and services.

3、搜索引擎营销

3. Search engine marketing

随着网络的发展，网络信息呈现指数级增长，搜索引擎成为网民查找网络信息的首选工具，怎样让酒店的网站能被有针对性的网民找到呢，搜索引擎营销成为酒店网络营销的重要方式。这样方式具有推广范围广，针对性强的特点，对于酒店增加国际顾客很有效，酒店根据自己的情况针对性的购买与酒店服务相关的关键词，使潜在顾客能够通过搜索引擎找到酒店的网站，增加网站的浏览量从而增加订购酒店客房和服务的服务。

With the growth of the network, web-based information has grown exponentially, search engines have become the primary search engine for online information, and how hotel websites can be found by targeted users. Search engine marketing has become an important means of marketing the network. This approach has a wide outreach and specificity that is effective in increasing the number of international customers in hotels, and hotel-specific purchases of key terms related to hotel services have enabled potential customers to find hotel sites through search engines, increasing the number of visits to the site and thus increasing the number of hotel rooms and services ordered.

4、交换旗帜广告

Exchange of flag advertising

相比之下旗帜交换广告这种形式更适合于酒店。旗帜广告交换网络的运行机制简单地说就是酒店制作一个宣传自己的旗帜广告并将自己归到酒店这一行业类型中，然后根据酒店网页中交换交换服务网络图标被看到的次数，按照酒店所选择的类别等量地送到别的站点中展示。这种广告形式具有免费，接触面广和即时统计等诸多优点。但同时酒店也应加大自己的网站促销力度以提高访问率。

The flag exchange network operates as a simple example of a hotel that produces its own flag advertising and places itself in the hotel’s type of industry, and then sends it to other sites in the same amount as the hotel’s chosen type, depending on the number of times that the exchange service network icon is seen on the hotel’s web site. Such advertising is free of charge, with a wide range of exposures and instant statistics, among other advantages.

酒店网络营销方案范文第3篇

关键词 Web3.0 Web2.0 酒店营销

Keyword Web3.0 Web 2.0 Hotel Marketing

中图分类号：F420 文献标识码：A

Central Chart Classification Number: F420 Bibliography ID Code: A

2005年12月2日，公用信息平台服务商红门资讯提出Web3.0概念，这一新概念在学术界和商业界引起了巨大反响。目前有关Web3.0的研究比较少，仅限于对Web3.0的发展趋势、内涵、特点等方面的探索，而关于Web3.0对某行业的影响研究更少，仅有学者王子舟、吴汉华（2008）就Web3.0对图书馆发展的变革进行了研究。

On 2 December 2005, the public information platform service provider, Red Gate Information, introduced the Web 3.0 concept, a new concept that has had a great impact in the academic and business world. Research on Web3.0 has been less limited to exploring the trends, content, characteristics, etc. of Web3.0, while research on the impact of Web3.0 on a particular industry has been less extensive, with only the scholar Prince Boat and Wu Hanhua (2008) studying changes in the development of libraries in Web3.0.

一、Web3.0的内涵与特征

I. Content and characteristics of Web3.0

（一）Web3.0的内涵。

(i) The content of Web3.0.

Web1.0时代，用户只能对网站的信息进行阅读；Web2.0时代用户可通过博客、论坛等形式参与网络建设，用户需在海量信息中筛选满足自己需求的信息，汹涌而来的无关信息给用户带来烦恼，因此，用户迫切需要个性化的、高效的、精准的信息，在这种背景下，Web3.0应运而生。

In the Web1.0 era, users can only read information about the site; in the Web 2.0 era, users can participate in network building in the form of blogs, forums, etc., users are required to screen information that meets their needs in big amounts of information, and extraneous information that rushes into discomfort for users, hence the urgent need for personalized, efficient and accurate information, and in this context, Web3.0 was created.

Web3.0的内涵可概括为：Web3.0是使用先进技术产生的、可作为各种应用程序数据库的智能化网络，是对当前资源共享、广泛参与等互联网观念的升华。其核心理念是人性化和智能化。 其精髓在于在个人和机构之间建立一种互为中心且可以转化的机制，平台将根据用户需求，智能化处理整合互联网的海量信息，最终聚合用户个性化的需求。

The essence of Web3.0 can be summarized as follows: Web3.0 is an intelligent network based on advanced technology that can serve as a database for various applications. It is an elevate of current ideas about the Internet, such as resource sharing, broad participation, etc. The core idea is humanization and intelligence.

（二）Web3.0的特征。

(ii) Features of Web3.0.

1、智能化。

1. Intelligent.

在Web3.0环境下，计算机将根据网络用户的个性化需求对网络信息进行自动搜索、权衡、评价，通过计算、归纳、推理，代替用户思考，最后提供的是用户所需要的答案。比如说，用户输入旅游需求信息：“我正在找一个暖和的地方去度假，预算费用为3000美金，并且还要带着一个11岁的孩子。” 在Web3.0条件下，计算机会根据用户需要代替用户进行思考，在短时间内给予用户满足条件的备选出行方案。

In the Web3.0 environment, computers will automatically search, weigh, evaluate network information according to the personalized needs of network users, replace their thinking by computing, synthesizing, and reasoning, and eventually provide the answers they need. For example, users enter information on travel needs: “I am looking for a warm place to go, with a budget of $3,000, and also with an 11-year-old child.” Under Web3.0, computers will think about alternatives to users according to their needs, giving users a short-term solution to travel conditions.

2、更兼容的操作平台。

2. A more compatible operating platform.

在Web3.0条件下，互联网上各网站服务器将作为Web3.0整体的数据库存储单元的一部分，这一数据库的查询入口可以是任何一个网络节点的终端计算机，不必考虑各库接口兼容性。

Under Web3.0 conditions, site servers on the Internet will be part of the whole Web3.0 database storage module, which can be a search entrance to a terminal computer for any network node, without regard to the compatibility of the various bank interfaces.

3、信息的有效聚合。

3. Effective aggregation of information.

Web3.0将对用户生成的内容信息进行整合、筛选过滤、分离，并能创造出更加个性化、搜索反应精准的个性化搜索引擎。

Web3.0 integrates, filters and separates content information generated by users and creates an individualized search engine that is more personalized and more responsive.

4、个性化信息服务。

4. Personalized information services.

Web3.0以有效的用户偏好信息处理为基础和依据，分析用户的偏好，建立个性化引擎，帮助用户快速、准确地搜索到自己想要的信息内容，避免了大量信息带来的搜索疲劳。

Web3.0 is based on and based on effective user preferences for information processing, analysing users'preferences and creating individualized engines that help users quickly and accurately search for the content of the information they want and avoid search fatigue caused by a large amount of information.

二、Web3.0背景下旅游在线交付服务模型

II. The online service delivery model for tourism in the context of Web3.0

在旅游电子商务网站内容中，有11个特征是最为重要的，包括：产品/服务的价格、产品/服务、电子邮件、在线保留、在线顾客服务、既得利益、旅行设计/时间表、地图、交通信息、旅行计划信息、旅行指导。对于这些重要的特征网络能否有效、便捷地提交给消费者被称为内容的可交付性，简称内容可交付性。

Of the content of the tourism e-commerce website, 11 features are of paramount importance, including: price of products/services, e-mail, online retention, online customer service, vested interests, travel design/schedule, maps, traffic information, travel plan information, travel instructions. For these important features, the ability to effectively and easily submit to consumers what they refer to as deliverables of content, short-term deliverables of content.

（一）Web2.0背景下旅游在线交付服务模型。

(i) An online service delivery model for tourism in the context of Web 2.0.

旅游者出游过程可以分为需求识别、信息搜集、可选方案评价、形成旅游决策、出游后反馈等过程。Web2.0背景下，潜在游客输入自己的旅游需求，搜索引擎进行搜索，出现大量与用户需要相关度不等的信息，用户阅读、分析、判断、识别信息，剔除大量与自己需求无关的信息，对信息进行归纳、组合，最终形成自己的个性化的旅游出行方案。旅游过程结束后，游客可以利用博客、BBS等形式介绍自己的旅游经历，用文档、视频、音频等方式上传给网络，与别人分享。（见图1）

In the context of Web 2.0, potential tourists enter into their own tourism needs, search engines search for large amounts of information of varying degrees relevant to their needs, users read, analyse, judge, identify information, remove a large amount of information unrelated to their needs, summarize and synthesize information, and eventually form their own individualized travel programmes. At the end of the tourism process, visitors can present their travel experiences in the form of blogs, BBS, etc., and use documents, videos, audio, etc. to be shared with others (see figure 1).

旅游过程所涉及的单位和信息纷繁复杂，潜在游客进行信息的搜索、阅读、分析、判断、评价的过程是复杂、费时和恼人的。一方面潜在游客会受到大量无关信息的干扰，既费时又烦劳；另一方面，潜在游客有可能遗漏重要信息或干扰项太多时，做出的不是最优的出行决策。

The units and information involved in the tourism process are complex, and the process of searching, reading, analysing, judging, evaluating and evaluating information by potential tourists is complex, time-consuming and annoying. On the one hand, potential tourists are disturbed by a large amount of unrelated information, which is time-consuming and labour-consuming; on the other hand, potential tourists may make less than optimal travel decisions when there is too much important information missing or interference.

图1 Web2.0条件下旅游在线交付模型

Figure 1. Online delivery model for tourism under conditions of web 2.0

（二）Web3.0背景下旅游在线交付模型。

(ii) An online delivery model for tourism in the context of Web3.0.

Web3.0背景下，电脑根据用户需求进行阅读、思考、判断，形成出游备选方案，然后由用户自己选择出游方案，在旅游过程中，用户可以与网络随时互动交流，并可以根据自己的需要更改旅游计划，由网络帮助调整行程，旅游过程结束后，游客可以在网络上互动交流反馈。（见图2）

In the context of Web3.0, computers read, reflect, judge and form options for outbound trips based on user needs, and then leave it to users to choose their own options for outbound trips. In the course of tourism, users can interact with the network at any time and change their travel plans according to their needs, with the network helping to adjust their travel schedules, and visitors can interact and exchange feedback on the network after the completion of the tourism process (see figure 2).

图2 Web3.0条件下旅游在线交付模型

Figure 2 Online delivery model for tourism under conditions of Web3.0

对比两个旅游在线交付模型可知，Web3.0由电脑代替人脑思考，形成旅游决策的过程方便、快捷，所得到的结果准确，形成决策的过程轻松。同时，游客在旅游过程中可以随时随地与网络互动交流，并可以按照自己的意愿临时更改行程，游客将自己的更改意愿比如说延长或缩短在某地的停留时间，或者更换交通工具、更改景点等告诉网络，网络就会根据旅游者的需求提出相关更改方案，旅游者只需执行方案就行。

Compared to the two tourism online delivery models, Web3.0 uses computers to replace the human brain in making decisions about tourism that are easy, fast, accurate, and easy to make. At the same time, tourists can interact with the network whenever and wherever they want, and can change their travels on a temporary basis, as they wish, for example by prolonging or shortening their stay in a given location, or by changing their means of transport, changing their attractions, etc., the network proposes relevant changes in response to the needs of tourists, who simply need to implement them.

三、 Web 3.0背景下酒店营销策略研究

III. Study of hotel marketing strategies in the context of Web 3.0

（一） Web 2.0背景下酒店营销渠道分析。

(i) Analysis of hotel marketing channels in the context of Web 2.0.

酒店的营销渠道可以分为直接销售渠道和间接销售渠道两种。直接销售渠道是酒店产品不经过任何一个旅游中间商而直接销售给最终的旅游消费者的营销渠道；间接销售渠道是酒店产品通过旅游商、旅游批发商、旅行社等一个或者几个旅游中间商销售给最终旅游消费者的营销渠道（见表1）。虽然渠道越长，酒店产品市场扩展的可能性就越大，但是酒店对产品销售的控制能力和信息反馈的清晰度就越差。同时，在间接销售渠道模式中，酒店一般要给旅游中间商较大比例的佣金，一般是销售额的15%以上，有时甚至高达50%，这样一来，酒店产品的高定价并未给酒店带来高利润，酒店消费者也为此支付了不低的费用，因此，长的销售渠道对于酒店和酒店消费者这二者都不能从经济上得到实惠，互联网的发展使网上预订得到一定发展，但是目前这种长的间接销售渠道仍然占市场主流。造成这种情况的主要原因是酒店和顾客之间的供需信息不通畅，即顾客不完全清楚酒店产品的供给信息，而酒店也不清楚自己目标顾客的具体需求信息。

Hotel marketing channels can be divided into direct distribution channels and indirect distribution channels. Direct marketing channels are the marketing channels through which hotel products are sold directly to final tourism consumers without passing through any of the tourism intermediaries; indirect distribution channels are the marketing channels through which one or more of the hotel products are sold to final tourism consumers through tourists, tour wholesalers, travel agencies, etc. (see table 1). While the longer the channels, the greater the likelihood of expansion of the hotel product market, the less clarity of hotel control and feedback on product sales. In the indirect distribution channel model, hotels generally provide a larger share of the commission to tourism intermediaries, usually 15 per cent or even as much as 50 per cent of the sales. Thus, the high price of hotel products does not bring high profits to hotels, hotel consumers pay very little for it.

表1 web2.0背景下酒店产品销售渠道

Table 1 hotel product distribution channels in the context of web 2.0

（二）Web 3.0对酒店市场的影响分析。

(ii) Analysis of the impact of Web 3.0 on the hotel market.

1、为酒店提供了广阔的客源市场。

1. The hotel has a wide market of guests.

目前制约人们出游的主要因素是信息的不畅通。在Web3.0条件下，潜在旅游者可以随时随地、随心所欲地检索到适合自己需要的高效、准确的旅游信息，可以很轻松自在地安排自己的行程。信息的通畅免除了旅游者旅游过程中遭受吃、住、行、游、娱、购等烦恼的后顾之忧，因此，如此便捷又能体现游客个性化价值的出游条件，必然促使在Web3.0环境下，个性化、高效的自助游将成为人们出游的主要方式。旅游信息的畅通将催生全民旅游的出现，如此庞大的旅游市场为酒店的发展提供了广阔的客源市场。

Under Web3.0 conditions, potential tourists can easily access efficient and accurate tourism information appropriate to their needs, and they can easily arrange their own travels. The ease of information frees tourists from the worries of eating, living, moving, swimming, playing, buying, etc. in the course of their travel.

2、酒店营销更加精准。

2. Greater precision in hotel marketing.

从前可知，每个用户在互联网上都有自己的行动路径，这个路径体现着用户的行为习惯、爱好、需求等个性化特征，Web3.0会根据用户的网络行为轨迹对用户偏好进行深度细分，将具有类似需求特征的用户深度聚集，形成个性化的群体，互联网能将适合用户和群体的信息随时随地地呈现给用户。酒店会针对不同的潜在顾客提供不同的营销策略，酒店网络营销更加精准，克服以前旅游网络营销标靶性不强的问题，提高了营销效果。

Once known, each user has his or her own course of action on the Internet, a path that reflects the individualization of user habits, hobbies, needs, etc. Web3.0, which provides a deep breakdown of user preferences based on the user’s network behaviour trajectory, brings together users with similar demand characteristics, creates individualized groups, and enables the Internet to present information suitable for users and groups everywhere to users. Hotels provide different marketing strategies for different potential customers, improve the marketing of hotel networks, overcome the previously weak targeting of tourism networks, and improve marketing effectiveness.

3、酒店将与交通、景区等各旅游企业紧密联系在一起。

3. Hotels will be closely linked to tourism enterprises such as transportation, landscapes, etc.

Web3.0不仅将网络与用户紧密联系在一起，还将涉及到旅游活动过程的吃、住、行、游、购、娱等各行业紧密联系在一起。

Web3.0 closely links not only the network and users, but also the various sectors involved in the tourism process, such as food, housing, mobility, tourism, purchase and recreation.

高效的自助游使旅游者需要无障碍的旅游服务，旅游者只要向网络表达自己的意愿，Web3.0将会合理安排旅游者的吃、住、行、游、购、娱，旅游者只需要在网络的提示下轻松进行自己的行程，Web3.0要提供相比Web2.0更方便、高效的旅游服务，使旅游者进行无障碍旅游。

Efficient self-help tours make tourists need barrier-free tourism services, and as long as tourists express their will to the network, Web3.0 will make reasonable arrangements for tourists to eat, live, travel, swim, buy and entertain. Tourists need only be at ease to carry out their journeys at the advice of the network. Web3.0 offers tourism services that are easier and more efficient than Web 2.0 and that enable tourists to travel without barriers.

同时，个性化的庞大的旅游市场的发展，使酒店、交通企业、景点、商店等各旅游企业必须紧密联结在一起，提供一体化服务，才有更大的发展机会，否则，就会惨遭市场淘汰。

At the same time, the development of large individualized tourism markets makes it necessary for tourism enterprises such as hotels, transport enterprises, attractions and shops to be closely linked and provide integrated services in order to have greater opportunities for development, otherwise markets will be eliminated.

4、市场营销渠道缩到最短。

4. Marketing channels have been reduced to the shortest.

Web3.0环境下，酒店和消费者之间及时的供、需信息及随时随地的互动交流不再存在障碍，他们之间的交易行为可以不再依靠中间商，因此，更多时候消费者愿意直接与酒店进行交易，同时，销售渠道缩短也更有利于酒店对产品的销售控制和信息反馈等的掌握，所以，对于酒店和消费者这交易的双方而言，他们都更愿意双方直接进行交易。

In the context of the Web3.0 environment, where there are no longer barriers to timely supply, demand information and interaction between hotels and consumers, where transactions can no longer rely on intermediaries, consumers are more likely to be willing to deal directly with hotels, while shorter distribution channels are also more conducive to hotel control and feedback on the sale of products, so that both parties to the hotel and consumer transactions are more willing to deal directly with each other.

（三）Web3.0背景下酒店营销策略研究。

(iii) Study of hotel marketing strategies in the context of Web3.0.

1、完善酒店内部网络建设。

1. Improvement of the network within the hotel.

目前，众多酒店网站服务项目仅限于酒店简单介绍、网上订房等服务模块，而自助旅游服务、互动服务等方面是薄弱环节；众多酒店网站更新速度缓慢，有效信息少而过时信息多，顾客很难获得及时、准确、详细的信息，散客预订常常不能得到及时回复；个性化定制服务是酒店的发展趋势，而我国酒店网站几乎没有开发这项功能；酒店和顾客之间存在“信息不对称”，无法与顾客互动，无法让顾客享受网络的方便快捷。

Currently, many hotel website services are limited to service modules such as hotel short introductions, online booking, etc., while self-help tourism services, interactive services, etc., are weak; many hotel websites are kept up-to-date, with less effective and more out-of-date information, with customers having difficulty in obtaining timely, accurate and detailed information, and call-outs are often not able to respond in a timely manner; individualized custom services are a trend in hotels, while our hotel website has barely developed this function; there is “information asymmetry” between hotels and customers, and there is no way to interact with customers and allow customers to enjoy the ease and speed of the network.

完善酒店内部网络建设要着重解决这些问题：首先，增加酒店网站的吸引力。大量研究表明，内容才是驱使访问者登陆网站的关键因素，酒店不仅要使网站界面美观、新颖、独特，更要在网络内容服务上下功夫，不仅地提供快速、便捷、准确的有效信息，还要通过网络信息设计，激发访问者的潜在需求。其次，开发个性化服务内容，通过网络，使酒店产品向上、向下延伸，不仅满足顾客住店的需求，也满足顾客住店前、住店中、离店后的其他信息服务需求。

Improving the in-house network of hotels focuses on these issues: first, increasing the appeal of the hotel website. A lot of research has shown that content is the key factor driving visitors to the site, not only by making the site interface attractive, innovative and unique, but also by working on the web content service, not only by providing quick, easy and accurate information, but also by creating the potential needs of visitors through web-based information design. Second, by developing personalized service content that allows hotel products to be extended up and down through the network, not only to meet the needs of customers, but also to meet the needs of other information services before, in and out of the shop.

2、与其他行业紧密联系。

2. Close linkages with other industries.

Web3.0既给酒店行业带来前所未有的机遇，又给酒店巨大的挑战。交通的便捷、信息的畅通不仅给酒店业带来广阔的客源市场，也让顾客有更多的选择机会，加剧了酒店之间的竞争。为了应对竞争，酒店必须与其他行业紧密联系，共享顾客资源信息，扩大自己的客源市场，才能在竞争中立于不败之地。

Web3.0 presents both unprecedented opportunities for the hotel industry and great challenges for hotels. Easy traffic and open access to information not only provide the hotel industry with a wide range of customer markets, but also provide customers with greater choice and increase competition among hotels.

3、借助高可信度的网络营销平台。

3. Use of a highly credible web-based marketing platform.

Web3.0克服了web2.0出现的搜索引擎提供的信息范围宽泛、内容庞杂且信息大都未经验证，信息的质量、真实性、可信度参差不齐等问题，顾客搜索得到的信息更加精准，同时智能化的网络会将顾客进行分类聚合，使酒店信息能够全面、准确地传递给酒店的目标顾客。同时也将顾客的信息反馈给酒店，使酒店的网络营销更加准确，有针对性。高可信度的网络营销平台在网络营销中将会占据更大的竞争优势，因此，借助于高可信度的网络营销平台是酒店进行成功的网络营销的捷径。

Web3.0 overcomes the web 2.0 search engine, which provides a wide range of information, complex content and largely unverified information, the quality, authenticity and varying credibility of information, and allows more accurate information from customer searches, while intelligent networks bring customers together in a way that allows hotel information to be transmitted comprehensively and accurately to hotel target customers. It also feeds back information from customers to hotels, making hotel network marketing more accurate and relevant.

四、结论

IV. CONCLUSION

Web3.0时代是高度智能化的网人合一的时代，它对酒店行业的影响是广泛和深刻的，其智能化、个性化的本质特征，将个性化的真正“自由”的自助旅游推向新的高潮，给酒店业带来新的机遇和挑战，酒店业要充分利用web3.0的优势，成功进行网络营销。

The Web3.0 era, which is a time of highly intelligent cyber-grouping, has a broad and profound impact on the hotel industry, its intellectual, personalized and essential characteristics, which pushes personalized and truly “free” self-help tourism to new heights and brings new opportunities and challenges to the hotel industry, which is expected to take advantage of the advantages of web3.0 to successfully market the network.

（作者：江汉大学商学院副教授，硕士，主要研究方向：乡村旅游、旅游电子商务）

(Subject: Associate Professor, Graduate School of Business, Jianghan University, Master's Degree, Main Research Directions: Rural Tourism, E-Commerce of Tourism)

注释：

Notes:

吴汉华，王子舟.从“Web3.0”到“图书馆3.0”.图书馆建设.2008（4）：66-70.

Oh Han-hwa, Princeship. From “Web3.0” to “Library 3.0”. Library construction. 2008(4):66-70.

张鼐，张英.Web3.0与个性化信息服务.新世纪图书馆.2009（2）：33-35.

Zhang Ying, Zhang Eng.Web3.0 and Personalized Information Services. New Century Library. 2009(2): 33-35.

Markoff J.Entrepreneurs See a Web Guided by Common Sense. New York Times，2006-11-12.

刘畅.网人合一·类像世界·体验经济—从Web1.0到Web3.0的启示.云南社会科学.2008（2）：81-86.

Liu Xuan. Netizens are like the world. Experience the economy — the inspiration from Web1.0 to Web3.0. Yunnan Social Science.2008(2): 81-86.

酒店网络营销方案范文第4篇

一、活动形式

I. FORM OF ACTIVITIES

（一） 开业前期广告宣传

(i) Pre-opening advertising

为了达到向广大市民告知大天然新店开业的喜庆消息，趁此机会传播大天然海鲜饮食文化，为新店开张一炮打响奠定良好的基础。

In order to celebrate the opening of a new store of large nature to inform the general public, the opportunity has been given to spread the culture of a large natural seafood diet and to lay a good foundation for the opening of a new shop.

1、《湛江晚报》

1. The Chanjiang Evening News

内容：

Content:

a、有关大天然新店开张信息。

a. Information on the opening of new shops of large nature.

b、有关开业当天活动信息。

b. Information on activities on the opening day.

c、有关大天然企业文化信息。

c. Cultural information on large natural enterprises.

作用：喜庆祝贺广告，营造开业庆典气氛，对开业期间的客流量和公众关注程度起着主导作用。

Role: Celebration of advertisements, creation of an atmosphere for the opening of a business and leading role in the flow of visitors and the level of public interest during the opening of a business.

规格：1/6版

Specifications: Version 1/6

媒体：《湛江晚报》

Media: The Chanjiang Evening News

2、精美画册（5万份）以及开业纪念品

2 Fine paintings (50,000 copies) and open souvenirs

内容：

Content:

a、新店布局特点

a. New shop layout characteristics

b、菜式推介

b. Vegetable presentation

c、服务推介（酒店柜台、各包房等）

c. Service referral (Hotel counters, charters, etc.)

作用：借助开业机遇，设想统一VI进行品牌传播。

Role: Think of unified VI for branding through opening opportunities.

开业必须的资料，大天然的贵宾顾客将肯定是公司的主要业务来源，此类顾客必须加以保护，以俱乐部的形式或者与发放VIP卡的形式锁定这一部分客源，必为大天然源源不断的客流提供基础。所以，必须要有整体的一套宣传方案，系统地进行企业文化传播，在这方面选定精美画册最好不过，在开业期间发行，气氛刚好，不造作。

The information necessary to start a business, and the customers of large and natural VIPs will certainly be the company’s main source of business, and such customers will have to be protected, and the targeting of this source in the form of clubs or in the form of the distribution of VIP cards will provide the basis for a large and natural flow of customers. Therefore, there will be a need for a comprehensive programme of information and systematic dissemination of corporate culture.

发行方法：a、放在开业庆典礼品袋中，每位嘉宾一份；

Method of distribution: a, in the opening ceremony kit, one for each guest;

b、摆放在酒店柜台、包房中由客人自由取阅。

b. Placed at hotel counters and made available to customers freely.

3、市内户外广告

3. Out-of-town advertising

内容：

Content:

a、有关大天然新店开张信息。

a. Information on the opening of new shops of large nature.

b、有关开业当天活动信息。

b. Information on activities on the opening day.

c、有关大天然企业文化信息。

c. Cultural information on large natural enterprises.

作用：运用栩栩如生的广告画面向社会公布大天然新店开张的喜庆气氛以及进行品牌传播。广告突出大天然的气魄和“湛江十大餐饮名店”的风范，户外路牌广告必须在霞山和赤坎的主要路段，不能小气，以大广告，豪气为首要考虑因素。

Activation: Use live advertising to announce to society the atmosphere of celebration and branding of the opening of new shops of large nature. Advertising highlights the natural style and the style of the "Ten Trades of the Chanjiang", and outdoor road signs must be located on the main roads of Xiashan and Akakam, and must not be cheap, with big ads and grandeur as a primary consideration.

4、彩色宣传单张夹报发行

4. Issuance of colour promotional leaflets

内容：a、新店装饰 b、布局特点 c、服务特点d、开业十天内，婚宴8折；e、开业十天内消费满1000元，赠予现金消费券等活动细则，现金消费券最低额为100元，一个月内有效。

Content: a, new shop decorationsb, layout characteristicsc, service characteristicsd, 10 days of operation, 8 times off for a wedding dinner; e, operating 10 days of 10 days of consumption of $1,000, giving cash vouchers, etc., with a minimum amount of 100 yuan in cash vouchers valid for a period of one month.

作用：夹报发行覆盖面广，目标客户群明确，有噱头必然会引起公众的注意，并很乐意参加新店开张举行的活动，由此达到宣传的效果。

Role: The circulation of the bulletin is wide-ranging, the target client group is clear, and public attention is bound to be generated by the appearance of a pamphlet and is pleased to participate in the opening of the new shop, thus achieving publicity.

夹带媒体：《湛江日报》、《湛江晚报》

Media clippings: Tianjiang daily newspaper, Tianjiang Evening newspaper

数量：5万份

Number: 50,000

（二）后期宣传方案

(ii) Post-advance advocacy programme

1、《湛江晚报》

1. The Chanjiang Evening News

说明：

Note:

①宣传新店装饰，服务特点等，传播大天然良好的环境以及优质的服务，新店开业，服务质量更上一层楼；

1 To promote new shop decorations, service features, etc., and to disseminate a natural environment of good quality and quality services, opening new shops and improving the quality of services;

②举行活动，保证开业2个月内的人流量。

2 Activities to ensure the flow of people within 2 months of the start of the business.

③借第四届湛江海鲜美食节的余热，在《湛江晚报》上做文章，以软文形式通过分析湛江民营企业现状侧面报道有关大天然海鲜居的企业文化，突出企业文化的传播，如软文正题为“民营企业艰辛之路”，副题为“写在湛江大天然海鲜居新店开业之日”，借以向市民传递以下信息：“大天然”已走出一条有特色的发展之路，前景辉煌，塑造大天然良好的社会形象。

On the occasion of the Fourth Tang River Sea Feather Festival, an article was published in the Tianjiang Evening newspaper, highlighting the dissemination of business culture through analysis of the current situation of private enterprises in the Zhangjiang region, such as “The Hard Way for Private Enterprises” and “The Day of the Opening of the New House of Natural Sea Feathers in the Tianjiang” to convey to citizens the message that “The Great Nature” has moved out of a distinctive path of development, promising prospects and shaping a large, natural and good social image.

内容：新闻报道慈善拍卖活动、宴请孤儿活动等，侧面树立大自然正面的社会形象。

Content: Coverage of charity auctions, receptions for orphans, etc., with a view to creating a positive social image of nature.

日期：2004年 1 月1日

Date: 1 January 2004

媒体：《湛江晚报》

Media: The Chanjiang Evening News

（三）开业当日活动设置

(iii) Activity set-up on opening day

1、 剪彩仪式

1. Colour cutting ceremony

（基本内容：醒狮——领导讲话——剪彩——海鲜珍品拍卖——捐款——宴请。）

(Fundamentals: Awakening Lions — Leadership Speech — Colour Cuts — Auction of Seafood Preciouss — Donations — Invitations.

庆典活动程序：

Celebration programme:

大天然开业庆典初定于2005年1月1日上午11点在大天然广场举行。

The ceremony for the opening of large natural industries was initially scheduled to take place on 1 January 2005 at 11 a.m. in the Great Natural Square.

——9：30会场音乐嘹亮，彩旗飘飘，迎宾、军乐队、醒狮队伍、礼仪小姐到位，工作人员准备工作就绪；

— 9:30, the concert was full of music, the flag was flying, the guests, the band, the team of awake lions, the lady of manners were in place and the staff was ready;

（说明：狮乃百兽之强，军为民之依望。大天然的目的不止是要做湛江饮食市场老大，而是国内乃至国际饮食市场中占前矛。）

(Note: Lions are the strength of the beast, and the army looks after the people. The aim of nature is not only to be the head of the food market in the Cham River, but to be the champion of the domestic and international food market.

——10：10公司领导、嘉宾陆续进场，礼仪小姐为来宾办理签到、佩带鲜花、引领入坐，导位礼仪小姐在入口处等候，做好引领准备工作；

— 10:10, the company's leader, the guest of honour, the guest of honor, the sign-in, the flower, the lead seat, the guide of the house, waiting at the entrance and preparing for the guide;

——10：55 庆典司仪（邀请湛江电视台主持人担任）宣布庆典即将开始，请领导、嘉宾就坐，请参与庆典所有人员就位；

— 10.55 p.m. The ceremony is about to begin, and the leaders and guests are invited to take their seats and all participants to the ceremony are invited to take their places;

——11：00 庆典正式开始，庆典司仪朗诵司仪词开场白；

- 11 a.m. The ceremony is officially opened with the opening words of the ceremonial recitation by the ceremonial ceremonialist;

——司仪宣读出席庆典主要嘉宾名单；

— The master reads out the list of the main guests of the festival;

——庆典司仪宣布：湛江市大天然海鲜居开业庆典开始！（金鼓齐鸣10秒钟）；

— The celebration of the opening ceremony of the Great Natural Sea Feather in the city of Zhangjiang!

——庆典司仪请军乐队奏乐一首；

— The ceremonial artist invited the military band to play a song;

——庆典司仪请舞龙队表演；

- The ceremonial artist invited the Dragons to perform.

——庆典司仪请醒狮队表演；

— The ceremonial artist invites the Lions to perform.

——庆典司仪宣布：请 讲话；（公司领导）；

- The ceremonialist announces: "Please speak; (corporate leader);

——庆典司仪宣布：请 讲话；（贵宾）；

- The ceremonialist announces: "Please speak. " (Voice guest);

——庆典司仪主持剪彩仪式，礼仪小姐引领公司领导、嘉宾就位；

- The ceremonial ceremonial ceremony, where the ceremonial lady leads the company's leadership and guests take their places;

——庆典司仪请出大天然海鲜居领导主持剪裁仪式。

——大天然海鲜居领导宣布：大天然海鲜居新店开业！（各位领导、嘉宾剪彩！）

— The leader of the Great Natural Sea Feathers announces that the Great Natural Sea Feathers are opening a new store!

——剪彩一刻，音乐嘹亮，礼花漫天，龙狮起舞，庆典形成高潮；

- Scissors, music, glitters, dragons, dances, climaxes.

——司仪宣布慈善海鲜珍品拍卖会开始，请各位领导嘉宾移步海鲜池！（开始拍卖）

— The chef announces the opening of the charity seafood auction and invites the leaders to move the seafood pool!

——海鲜居领导将拍卖现款当场转增予湛江孤儿园。

— The head of the seafood settlement increased the cash auction on the spot to the Chanjiang Orphanland.

——湛江孤儿园领导上前结果赠款，并发表讲话；

- A grant for the leadership of the Chanjiang Orphanage and a speech;

——庆典司仪公布：请各位领导、嘉宾进入大堂就餐！

——在歌声中，司仪结束语，领导、嘉宾步入大堂内。

— In the sound of the song, the master concludes, and the leaders, guests, walk into the hall.

——庆典结束。

- The celebration's over.

酒店网站策划书（二）

Planning book for the hotel website (ii)

网络营销的客源市场很大并呈逐年上升趋势，随着网络用户的迅速膨胀，电子商务已成为目前酒店经营发展的一个趋势。现在酒店的网上营销主要有四种形式，一是通过自己酒店或品牌的实体类网站进行营销，二是由专门的类网站负责其网上营销，三是加入到门户类（如携程）网站，四是加入到咨询类网站（如XX网一旅游频道）上。

With the rapid expansion of network users, e-commerce has become a trend in the current development of hotel operations. There are now four main forms of online marketing, one through its own hotel or brand-based physical sites, the other through dedicated types of websites for online marketing, the third through portals (e.g., portables) and the fourth through consultancy sites (e.g., XX-net-I tourism channels).

但应该看到，当前很多酒店没有自己的网络渠道，或者营销内容和结构雷同，导致即便是通过搜索引擎搜索，也没有带来更多潜在的用户。酒店应根据自己的情况、条件和特点来设计网络营销的内容，在栏目等方面进行一系列的策划和调整来吸引自己的用户群，应通过对网站本身的优化来实现带来更多潜在用户的目的。对于如何更好地利用网络营销扩大客源增加收益，有专家给出了几点建议，值得酒店借鉴。

However, it should be noted that many hotels today do not have their own network channels, or marketing content and structures that lead to even more potential users being searched through search engines. The hotel should design the content of the network according to its own circumstances, conditions, and characteristics, and make a series of designs and adjustments to attract its user base, etc. The aim should be to optimize the website itself in order to generate more potential users.

一、应明确酒店做网络营销的目的，确定目标客户。酒店开展网络营销的根本目的是为了开拓全球客源市场和更多的销售渠道，扩大宣传和影响，引导和培育更多的潜在消费群体。明确了这一目的后，还要根据自身的条件与特点做一系列的策划、介绍和宣传，而不是只一个住店信息就等着客人网上做预订。同时要想方设法让众多的目标客人能快速准确地搜索到你的酒店。

The basic purpose of hotel marketing is to create a global market for customers and more marketing channels, to increase publicity and influence, and to guide and nurture more potential consumers. This is clearly defined by a series of designs, presentations, and promotions based on their own conditions and characteristics, rather than by waiting for a customer to book online.

二、充分发挥网络的营销辐射能力，使客人与酒店之间能方便地沟通。开拓更多有效的国内外网络销售途径，找到更多的国内外客源和合作伙伴。为了吸引和找到更多的目标客源和潜在消费群，酒店需要开拓更多的网上宣传途径：比如加强与主要门户类网站和一些当地有较大影响力的咨询类网站的合作，或把网站加入到国内外各城市有影响力的网站上，充分发挥网络的营销辐射能力。在开拓境外客源市场方面，网络营销首先还需先解决语言的问题。

In order to attract and find more targeted customers and potential consumers, hotels need to develop more online communication: for example, by strengthening collaboration with major portals and some locally influential counselling sites, or by adding websites to influential websites in cities and cities both inside and outside the country, to make full use of the network’s ability to market radiation.

三、利用互联网资源，加强对酒店网上产品的开发和对住店客人等资源的有效利用。酒店需要加强与已来酒店消费过的客人间的联系，使那些来过的客人能再次光顾酒店并辐射到他的亲朋好友及同事。

iii. Use Internet resources to enhance the development of hotel online products and the efficient use of resources such as hotel guests.

四、重视网络营销人员在酒店的发展，提高酒店全体员工的网络营销意识，形成良好的网络口碑效应。建议酒店可以成立电子商务部，专人负责网络营销，以培养、建设一支既懂酒店专业、又懂营销的专业网络队伍。同时，要提高酒店全体员工的网络营销意识，服务好网络营销来的客人，注意在线博客，BBS，客户评价网站和社会网络上的客户反馈，了解需要和听取建议，联络感情，逐步形成良性循环，给酒店带来更多的网络客源。

iv. Focus on the development of the network marketing staff in hotels, raising awareness of the network marketing of all hotel staff, and creating a good web reputational effect. It is suggested that hotels could set up an e-commerce department, dedicated to online marketing, in order to develop and build a network of professionals who know both hotel professions and marketing. At the same time, the network marketing awareness of all hotel staff needs to be raised to serve network marketing guests, pay attention to online blogs, BBS, customer feedback on customer evaluation sites and social networks, understand needs and listen to advice, connect to feelings, and develop a virtuous circle that will bring more network clients to the hotel.

五、加强酒店网络营销与传统营销的整合，分析网络营销给客人带来的不便，不断加以改进和完善，能弥补和虎服有些酒店因自身地理位置不佳或产品不具优势带给客人的不满，为更多的中低端客人提供一次愉悦的行程。有很多销售形式是互联网所无法取代的，面对面的交流依然很重要。偶尔给客人寄上一封热情洋溢的感谢信，或是一张酒店的明信片、生日卡，都会给客人带来额外的惊喜。互联网营销并不是唯一的营销手段，需要与传统营销有机地结合起来。

V. Strengthening the integration of hotel network marketing with traditional marketing, analysing the inconveniences that network marketing causes to customers, and continuously improving and perfecting it to compensate for the dissatisfaction of some hotels with their own lack of geographical location or product advantage, and providing more mid- and lower-end customers with a pleasant journey. Many forms of marketing are not replaced by the Internet, and face-to-face communication remains important. A passionate thank-you letter, or a hotel postcard, birthday card, occasionally brings additional surprises to guests. Internet marketing is not the only marketing tool, and needs to be integrated with traditional marketing.

酒店网络营销方案范文第5篇

我国近些年来发展最为快速的行业之一就是酒店行业，而且随着我国科学技术的不断发展，网络营销越来越成为酒店迅速发展的一个途径。在这种经济迅速发展的时代，网络营销作为酒店营销的一种有效方式，需要采取合适的途径来进行网络营销，而且需要依据不同的城市，不同地形特点以及经济发展情况来确定不同的酒店发展模式。

One of the fastest-growing industries in our country in recent years is the hotel industry, and as our science and technology evolves, cybermarketing is increasingly becoming a vehicle for rapid hotel development. In this era of rapid economic growth, cybermarketing, as an effective means of hotel marketing, requires appropriate ways of marketing the network, as well as different models of hotel development based on different urban, topographic and economic developments.

关键词：

Keywords:

酒店；网络；营销策略

Hotels; networks; marketing strategies

我国的酒店产业迅猛发展，而网络营销的发展形式也是最新的网络营销模式。本文将对网络营销的特点及优势进行具体的阐述，讲述网络营销在酒店发展过程中的重要作用。另外，将对在引用了网络营销手段的技术之下，酒店行业发展的现状，不断推动我国酒店产业的多样化发展。酒店行业在注重其内在发展，以及酒店建设的过程中，也要注重营销手段的多样化，以及品牌效应的形成，逐渐推动酒店形式的多样化发展。

The country’s hotel industry has developed rapidly, and Internet marketing is also the latest online marketing model. This paper will describe the characteristics and advantages of Internet marketing and the important role that it plays in the development of hotels.

一、网络营销的特点

I. Features of network marketing

网络营销与传统的营销方式相比较来说具有很大的不同，下面是几点具体的分析：

Internet marketing is very different from traditional marketing methods, and the following is a specific analysis:

1、理念先进

Ideas are advanced.

网络营销作为一种依靠科学技术的营销手段，他与传统的营销理念相结合，在保证信息安全的基础上，不断推动网络营销作为酒店行业营销的主打手段，让人们更容易接受这种新型理念的方式。网络营销的客户群体，相对来说较窄，其面向的客户大多是中青年，但是对于老年人来说，其便捷性仍然不够。我们可以将其客户群体定位在中青年阶段，但是要不断加强对老年人的渗透，进而将这种先进的理念推广开来，让更多的人对网络营销的酒店有更多的了解。

As a science- and technology-based marketing tool, he has combined with traditional marketing concepts to promote online marketing as the backbone of the hotel industry, based on information security, and to make it easier for people to accept this new concept. The client group of online marketing, which is relatively narrow, is mostly young and young, but for older persons, it is still not easy enough. We can position our client group at the middle and youth stages, but we can continue to increase the penetration of older persons, thereby spreading this advanced concept to a wider audience.

2、市场面向的对象广

2. A wide range of target audiences in the market

网络营销跨越了时间和地域的限制，将信息无限制的传播到全世界各地。这种便捷的传播方式，更有利于让全世界的人对酒店有更多的了解，有利于增强酒店的品牌效应。而且不同地区对于酒店的认可程度认可标准是不一样的，这种全世界范围的网络营销，可以让更多的人，对于酒店文化产业有一个更广阔的了解。通过这种更加多样化的对象推广的方式，让更多的人对于网络营销的酒店有着更加直观的了解，这种更加直观的营销模式，可以让更多的人产生认可感，这种现象的发生无疑会推动酒店市场的扩大，进而对于酒店行业的整体发展来说，具有更大的好处。

And the standards of recognition of hotels vary from one region to another, and this worldwide network marketing allows more people to have a broader understanding of the hotel industry. Through this more diversified audience, there is a more visible understanding of the hotel market, a more visible marketing model that allows more people to gain a sense of acceptance, a phenomenon that will undoubtedly contribute to the expansion of the hotel market and thus to the overall development of the hotel industry.

3、营销的高效性

3. Efficiency of marketing

网络营销是基于互联网来进行信息传播的，网络由于其便利性，可以将信息更多的进行整合，而且信息具有很强的时效性，这样无论是在哪里的客户，都可以将酒店的信息及时的进行阅览。而且因为其具有实效性，它的市场需求能得到更大程度的满足，这样酒店的知名度就会被更多的人认可，酒店产业将会得到更加迅速的发展。

Web marketing is based on the Internet, which, because of its ease, allows for greater integration of information and a high degree of timeliness, so that hotel information can be viewed in a timely manner by customers wherever it is located. And, because of its effectiveness, its market needs can be met to a greater degree, so that hotel visibility will be recognized by more people and the hotel industry will develop more rapidly.

二、网络营销的功能

II. FUNCTIONING FUNCTIONS OF THE NETWORK

网络营销与传统的营销方式相比，具有很大的优越性，酒店在网络营销的基础上，功能会更加强大。以下是几点是网络营销在酒店发展中的功能的具体介绍：

Internet marketing is highly superior to traditional marketing, and hotels are more powerful on the basis of network marketing. The following are some of the specific features of network marketing in hotel development:

1、具有整体规划，以及资源整合的效果

1. Impact of corporate planning and integration of resources

酒店的发展，并不只是依靠网络营销这一种模式，在多变的市场环境之下，网络营销具有其存在的优势与特点。酒店的网络营销，必须在结合企业的发展形式的基础上，建立有效的发展方式，将网络上的资源进行整合，对酒店进行集中管理，在网络平台共享的基础之上，推动酒店行业的迅速发展。

The development of hotels is not based solely on the model of network marketing, which has its advantages and characteristics in a volatile market environment. The network marketing of hotels must be based on an effective development approach that integrates the resources of the network, centralizes the management of hotels, and promotes rapid growth in the hotel industry based on the sharing of web platforms.

2、推动品牌的建设

2. Promoting branding

酒店的发展离不开其有效的品牌推广，对于一个酒店来说，吸引顾客最好的方式，就是将其知名度打出来。而网络营销的发展，是推动酒店更好发展的有效途径。酒店整好可以利用这一营销方式，逐渐在网络上将自己的营销模式、营销理念，推送给更多的客户，逐步树立专属于自己的品牌效应，不断推动酒店行业的迅速发展。

The best way to attract a hotel is to raise its profile. The development of online marketing is an effective way to promote a better hotel.

三、酒店的发展新形势

III. NEW DEVELOPMENTS IN THE HOTEL

1、竞争力不断增强

Increased competitiveness

作为借助新经济形势下的网络营销的酒店行业来说，其与传统的酒店产业相对比来说，具有很明显的优势，这种逐渐增强的竞争力将逐渐推到酒店行业的迅速发展。通过网络的推荐，酒店的知名度会大大增加，新经济形势下的酒店行业，其宣传成本也相对较低，这样，在酒店的发展方面，以及宣传方面来看，其都具有很大的优势。核心竞争力是酒店产业之间互相竞争最重要的实力对比，其竞争力不断增强，相对应地来说，酒店的整体产量也会上升，进而会促进酒店行业的迅速发展。

The hotel industry, which is marketed through the new economy, has a clear advantage in comparison with the traditional hotel industry, and this gradual increase in competitiveness will gradually lead to rapid growth in the hotel industry. Through the recommendations of the network, hotel visibility will increase significantly, and the hotel industry in the new economy will be relatively low-cost in terms of publicity, so that it will have a significant advantage in terms of hotel development, as well as in terms of publicity. The core competitiveness is the most important comparative strength of the hotel industry to compete with each other, its increasing competitiveness and, relatively, the overall output of the hotel industry will increase, thereby contributing to the rapid growth of the hotel industry.

2、酒店形式的推陈出新

Two. Hotel styles are new.

网络作为酒店形式发展的大熔炉，将客户对于酒店发展的意见进行整合，再通过媒体这一介质传播到酒店管理层。通过管理层的集体讨论，以及实地考察，制定出网络群体意见的可行性方案，并将一个酒店作为试点单位进行实地实践，进而推动酒店行业的多样化发展。这种多元化形式的发展，也正是结合网络意见来进行的，而酒店的迅速发展，正是借助于网络的推动。可见，在多媒体的推动下，网络营销将会推动酒店行业更加迅速的发展。

The network serves as a melting pot for hotel-style development, integrating clients’ views on hotel development and disseminating them to hotel management through the media medium. Through collective management discussions, as well as through field visits, it develops viable options for network-group advice and practices in the field, using a hotel as a pilot unit, thereby contributing to the diversification of the hotel industry. This diversity is also being developed in the context of web-based advice, and the rapid development of hotels is being facilitated by the network.

3、性价比较高的酒店环境

3. Hotel environment with higher value for money

打破传统的酒店行业的定价限制，更多的依靠网络的营销手段，来促进酒店行业性价比更高的发展。顾客在网络上订购酒店，可以在一定程度上节省其时间成本、价格成本。而且顾客一般通过网络订票会享受更低廉的折扣，以及更优越的价格。这样顾客就会花更少的钱来住更优越的环境。而且顾客通过在网上订票，可以对多家酒店进行对比，进而依据自己的需求，选取适合自己的酒店环境，让顾客得到更大的满足。

Breaking the traditional price-fixing restrictions in the hotel industry and relying more on web-based marketing to promote higher prices in the hotel industry. Customers order hotels on the Internet, saving some of their time and price costs. And customers usually get cheaper discounts through Internet bookings, as well as better prices.

四、总结

IV. Summary

本篇文章通过对酒店方面的网络营销进行分析，可以看出，酒店通过网络营销与传统的酒店营销方式对比来看，网络营销会对企业的品牌建设以及品牌推广，具有很大的正面效应。网络营销在酒店方面的应用，可以大大节省网络的成本，推动其品牌建设。增加顾客对于酒店的认知度与认可度，进而让更多的顾客具有选择权。但是网络的发展并不是一蹴而就的，也需要我们在充分利用网络的优势的情况下，逐步规避其弊端，让酒店的发展更加顺利。

An analysis of cybermarketing in hotels shows that cybermarketing has a significant positive effect on business branding and branding, as compared with traditional hotel marketing. The use of cybermarketing in hotels can significantly save the cost of the network and boost its branding.

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酒店网络营销方案范文第6篇

摘要：酒店开展网络营销，如夸越来越成为进行市场竞争、实现可持续性发展和建立酒店品牌意识的需要。根据MerrillLynch的数据，2008年至少三分之一的酒店客房预订将通过互联网实现(2007年为32％，2006年为29％，2005年为25％，2004年为20％)，另外三分之一的酒店预订也将受到互联网的影响，通过脱机完成(电话预订中心、直接入住、团体预订等等)。到2010年底，将有超过45％的酒店预订通过在线完成。

Abstract: Hotels conduct web-based marketing, such as exaggerating the need for market competition, sustainability development and hotel branding. According to Merrill Lynch, at least one third of hotel room reservations in 2008 will be made via the Internet (32% in 2007, 29% in 2006, 25% in 2005 and 20% in 2004), while another third of hotel reservations will also be affected by the Internet and will be made by offline (telephone booking centres, direct occupancy, group booking, etc.). By the end of 2010, more than 45% of hotel reservations will be made online.

关键词：经济型酒店；网络营销；分析

Keywords: economic hotels; web marketing; analysis

1酒店网络预订的市场分析

Market analysis of hotel network bookings

1.1酒店预订行业发展情况

1.1 Developments in the hotel reservation industry

随着网民数量和出游人次的增加，通过网络查询酒店并预订(包括在线预订和电话预订)的人也越来越多。无论是大型连锁酒店还是单体酒店，都在为选择合适的网络分销渠道以吸引网民群体的购买而做出各种各样的努力。

As the number of Internet users and visitors increases, so does the number of visitors and bookings (including online bookings and telephone bookings) via the Internet. Both large chains and single-body hotels are making a variety of efforts to select suitable web distribution channels to attract Internet purchases.

1.2网络预定用户分析

1.2 Network pre-user analysis

从年龄分布来看。网上旅行预订用户中30岁以上的人最多，占44.7％的比例；其次是25～30岁的用户占29.2％的比例。25岁以上年龄段的人群大多有几年的工作经历，不管是职位还是收入都达到了一定的层次，并且他们是消费的主力人群。

In terms of age, the highest number of booking users are in the 30-year-old age group, 44.7 per cent; the second is in the 25-30-year-old age group, 29.2 per cent.

在学历结构上，网上旅行预订用户中以大学本科学历的人居多，占49.7％的比例；其次是大学专科学历用户占30.9％，大学专科以上用户占80.6％。

In terms of academic structure, the number of booking users of online travel is more than 49.7 per cent of the university academic calendar, followed by 30.9 per cent of university degree users and 80.6 per cent of university college and above.

在地域分布上以华东华北为多，其中尤以华东的上海最多，占32.1％；其次是华北的用户占23.9％。

The geographical distribution is greater in the north-east of China, with the largest number of users in Shanghai, particularly in the east, accounting for 32.1 per cent, followed by 23.9 per cent in the north.

1.3网上旅行预订用户行为特点

1.3 Behavioural characteristics of booking users of web-based travel

1.3.1收发电子邮件最多为网上旅行用户进行的网上活动

1.3.1 E-mail e-mail e-mail activities for maximum number of web-based travel users

网上旅行预订用户的高收入、高学历、、职业性等特征决定了其网上行为倾向与一般网民有较多不同。有调研结果显示，网上旅行预订用户中在网上收发电子邮件、查看新闻、网络购物、使用网上银行等活动的人数比例都比整体网民至少高出10％。而整体网民中进行下载电影、音乐、网上聊天、玩网络游戏等娱乐活动的人数比例高于网上旅行预订用户。

The high income, high academic qualifications, professional orientation, etc. of booking users on the web vary more than the general Internet population. Research shows that online booking users receive and send e-mails online, view news, online shopping, and use online banking, among others, at least 10% higher than the overall Internet audience.

1.3.2网上旅行预订用户网上消费水平高

1.3.2 High levels of online consumption by booking users of online travel

网上旅行预订用户中经常网上购物的占71.6％，网上消费较多。从调研结果来看，网上旅行预订用户的网上消费支出水平比整体网民要高。

Online booking users account for 71.6 per cent of regular online purchases and consume more online. Research shows that online booking users have higher levels of spending on online consumption than the Internet as a whole.

1.4目前几种有代表性的酒店网络营销模式

1.4 Several representative hotel network marketing models are in place

目前国内为酒店业提供信息化与网络营销解决方案的众多企业当中，大致有这样几种类型：

There are currently a number of types of enterprises in the country that provide information-based and web-based marketing solutions for the hotel industry:

1.4.1不需要对酒店现有的管理软件进行更新或提供相应接口

1.4.1 There is no need to update or provide interfaces to existing hotel management software

(1)网络虚拟连锁特许经营的模式。该模式的代表性企业是万万家酒店软件公司，该公司通过免费特许加盟的方式，使所有加盟万万家网络的酒店能够使用其销售网络，向终端顾客提供酒店房间，而每一家酒店的客房资源和销售资源可以实现共享，也可以从任何一家酒店销售中获取相应收益。

(1) A model of virtual chain franchising. The model is representative of 10,000 hotel software companies, which, through a free franchise, enable all 10,000 networked hotels to use their distribution networks to provide hotel rooms to end-users, while the guest room and sales resources of each hotel can be shared or receive a corresponding benefit from the sale of any hotel.

(2)客户端软件营销模式。该模式的代表性企业是上海德比公司，该公司的软件可以使酒店通过连接到客户端软件，实现对酒店自身营销的灵活控制与管理。

(2) Client-end software marketing model. This model is representative of Shanghai Derby, a company whose software enables hotels to achieve flexible control and management of their own marketing by connecting to client software.

(3)网络短信平台模式。该模式的代表性企业是中国订房联盟，运用该联盟平台的酒店可以通过网络短信与平台进行业务相关信息的传送与确认，并与顾客及时进行短信沟通。

(3) The SMS platform model. The representative firm of the SMS platform is the China booking union, which allows hotels using the SMS platform to transmit and confirm business-related information via SMS to the platform and communicate with customers in a timely manner.

(4)电子商务交易平台模式。该模式的代表性企业是北京网连天下的Tinsia平台，华远国旅的旅游电子商务平台，中国旅游网络营销总平台，这些网络营销平台都力图为加盟平台的酒店提供自主营销的管理和各种技术支持。

(4) The E-Commerce trading platform model. The model is representative of the business community, namely, the Tinsia platform in Beijing, the Tourism E-Commerce platform in China, and the China Tourism Network Marketing General Platform, all of which seek to provide autonomous marketing management and various technical support to the Alliance Platform's hotels.

1.4.2需要对酒店现有管理软件进行更新或提供相应接口

1.4.2 Existing hotel management software needs to be updated or interfaced

(1)IPhotel模式。该模式的代表性企业是北京石基公司，该公司通过为酒店提供基于IPhotel的全面解决方案，使酒店的信息管理系统与网络营销系统实现很好的对接，提升酒店网络营销的效率和管理能力，有效降低内部运营成本、缩短交易等候时间以及帮助酒店达成收益管理的目标。

(1) IPhotel model. The representative firm of the model is Peking Rock, which, by providing a comprehensive IPhotel-based solution for hotels, provides a good interface between hotel information management systems and network marketing systems, improves the efficiency and management capacity of hotel network marketing, effectively reduces internal operating costs, shortens the waiting time for transactions and helps hotels meet the goals of revenue management.

(2)HIMS全面解决方案模式。该模式的代表性企业是北京罗盘公司，该公司通过一种称之为HIMS的酒店网络营销全面解决方案，实现从内容、客户、销售、预订管理、俱乐部、常客积分、收益、集团连锁管理的全部功能。

(2) The HIMS comprehensive solution model. The representative firm of this model is the Beijing Rotcher Company, which fulfils all the functions of content, customer, sales, booking management, club, frequent passenger credits, returns, group chain management through a comprehensive solution for the marketing of the hotel network known as HIMS.

2我国经济型酒店的SWOT分析

2 SWOT analysis of economic hotels in our country

2.1我国经济型酒店的优势

2.1 Strengths of economic hotels in the country

(1)成本优势。目前。四星级饭店一个标准问的建造成本约为70万元，五星级约为85万元，初建成本居高不下；经济型酒店的硬件产品功能配置体现实用性，不需要多余浪费的摆设，节省了初建成本。高星级酒店服务齐全和细致，需要员工人数众多，人工成本较高；经济型酒店由于酒店规模小，配套简单，员工可以一人多岗，从而大大节约了人工成本。

(1) Cost advantages. Presently, the construction cost of a standard four-star hotel is about $700,000, a five-star hotel is about $850,000, and the initial cost of construction is high; the hardware product configuration of an economic hotel is practical and does not need to be wasteful, resulting in savings in initial construction costs. The high-star hotel service is complete and detailed, requiring a large number of staff and higher labour costs; and the economy hotel, owing to its small size and simplicity, allows for a large number of jobs per person, resulting in significant savings in labour costs.

(2)价格优势。相对于高星级酒店，经济型酒店的固定成本以及后期追加成本少，保本点低，同时管理和服务成本也较低，管理和服务费率远远低于高星级酒店的水平，经济型酒店具有价格竞争的优势，我国经济型酒店的价位一般在150～400元之间。我国经济型酒店的消费价格，能够迎合我国一般公务、商务旅客等大众旅游消费者的实际消费需求，具有较强的价格竞争优势。

(ii) Price advantages. The fixed and later incremental costs of economic hotels are lower than those of high-star hotels, while management and service costs are lower, management and service rates are much lower than those of high-star hotels, economic hotels have a competitive advantage, and the prices of economic hotels in our country are generally between $150 and $400. The consumer prices of our economic hotels are able to meet the real consumer demand of our general public, commercial and other tourism consumers, with a strong competitive price advantage.

(3)信息化和网络技术的应用，突出客户关系管理的优势。无论锦江之星还是如家快捷，排名比较靠前的经济型酒店都非常注重运用现代技术手段以吸纳和稳定客源。

(3) The use of information and network technology highlights the advantages of customer relationship management.

2.2客源供给优势

2.2 Customer supply advantage

(1)观念优势。由于经济型酒店以其价廉、舒适的住宿设施、优质的服务，最大限度满足了中国人讲究实惠的观念。如长住商务型客人在满足工作要求的基础上，不再盲目追求酒店的档次，更注重酒店的实用性，由豪华型酒店转入经济型酒店同样享受周到的优质服务，并可以节约费用。

(1) Conservative advantages. As economic hotels, with their affordable and comfortable accommodation facilities and high-quality services, satisfy the Chinese’s belief that they are mutually beneficial.

(2)我国经济型酒店的劣势。从目前经济型酒店的发展现状看，经济型酒店存在价格竞争混乱，管理专业化水平不高，管理模式单一，没有统一服务标准等问题，以及人们对经济型酒店的认识不足，经济型酒店缺乏知名品牌，国内尚没有形成大规模的经济型酒店连锁企业。

(ii) The disadvantages of economic hotels in our country. In view of the current state of development of economic hotels, there is a high level of price competition, a low level of managerial specialization, a single management model, a lack of uniform service standards, as well as a lack of awareness of economic hotels, a lack of brand names and a lack of large-scale economic hotel chains in the country.

(3)管理专业化水平不高。中国前20年的酒店发展，是一个主要适应国外客源的阶段。业内人士更多关注的是高星级酒店的国际标准和发展动态，无论从理论研究到实践操作，从管理模式到建筑设计，无不将高档星级酒店作为模板，强化着人们的心理定势，而很少有人关注相对于高档酒店的经济型酒店。

The development of hotels in China over the past 20 years has been largely adapted to foreign clients. More attention has been paid to international standards and developments in high-star hotels, from theoretical research to practice, from management models to architectural design.

(4)价格竞争混乱。我国高档酒店增长速度太快，竞争手段主要是削价竞争，使得酒店结构与客源结构的对应规律被打破，这不但降低了酒店业的总体效益，扰乱酒店业的竞争秩序，同时导致了高档酒店相对地剥夺了其他酒店的边际利润。这恐怕也是经济型酒店价格混乱的原因之一。

(4) Price competition is chaotic. Our high-end hotels are growing too fast, mainly by cutting prices, which has led to a breakdown in the correspondence between the hotel structure and the customer structure, which not only reduces the overall efficiency of the hotel industry and disrupts the competitive order of the hotel industry, but has also led to the relative deprivation of marginal profits from other hotels.

(5)认识混乱。一些服务质量不高、卫生条件差、管理不规范的酒店，以为罩上经济型酒店光环，就会财源滚滚，也打出“经济型酒店”旗号，使得人们将经济型酒店同脏、乱、差的旅馆、招待所等同起来。实质上“经济型”酒店是相对于豪华酒店而言的，决不是脏、乱、差的代名词。这些酒店虽然在个别方面具备了经济型酒店的特征。貌似“经济”，实质是鱼目混珠，混淆视听。

(v) Disappointment. Some hotels with poor quality of services, poor sanitation, and unregulated management are thought to be well-connected with economic hotel rings, and “economic hotels” are branded as “economic hotels” that allow people to equate them with dirty, messy, bad hotels and guest houses. In essence, “economic” hotels are not a dirty, messy, poor alias for luxury hotels. These hotels, although individually, have the characteristics of economic hotels.

(6)缺乏酒店品牌。品牌知名度低是由于我国酒店管理业发展慢，还没有形成一定辐射范围的中低档酒店品牌。目前相对知名的北京建国客栈、中江之旅，上海锦江之星等，也仅仅在地区有一定的影响力，还谈不上知名品牌的程度。

The low profile of the brand is due to the slow development of the country’s hotel management industry, which has not yet produced a medium- and low-end hotel brand with a certain radiation range. The relatively well-known Beijing inn, the Central River tour, the Shanghai Jinjiang stars, etc., have only some influence in the region and are not known as brands.

2.3我国经济型酒店的行业机遇

2.3 Industry opportunities in economic hotels in the country

(1)国内市场带来的新机遇。一是政府机构改革。附属单位与政府部门脱钩是改革的既定方向，如此大量的政府招待所将走向市场，为经济型酒店的发展提供了物质条件。二是民营资本的快速进入。酒店业的改组、改制、出售将成为经济型酒店发展的方向，在这个过程中，民营企业会大有可为，将给经济型酒店的发展注入新的活力。三是旅游环境进一步优化。我国政府正在努力调整其接待机制，增加和改善接待设施，建立了计算机网络化预定系统，以及建立了广泛、高效、优质的旅游服务供应网络。

(1) New opportunities for the domestic market. First, government reform. The de-linking of affiliates and government departments is the stated direction of the reform, and such a large number of government guest houses will move to the market, providing material conditions for the development of economic hotels. Second, the rapid entry of private capital.

(2)国际市场带来的新机遇。世界旅游组织调研报告预测，“中国将在2020年成为世界第一旅游接待大国，届时到中国境内旅游的外国客人将超过1.37亿人次。”在未来的20年间，大批国际游客的拥人必将进一步促进中国旅游饭店业的飞速发展。

The World Tourism Organization study predicts that “China will become the world's largest tourist host country in 2020, when more than 137 million foreign visitors will travel to China.” In the next 20 years, a large number of international tourists will certainly contribute to the rapid development of the Chinese tourist hotel industry.

(3)酒店供给结构不合理带来的机遇。我国目前已经建成的酒店在数量结构上呈明显的“两头大，中间小”的不合理状态，即质量好、价格高的高星级酒店和质量次、价格低的社会旅馆数量大，质量与价格较适中的少。这一消费断层，给经济型酒店发展提供了大好机遇。

This is a consumption fault that offers great opportunities for economic hotel development.

(4)我国经济型酒店面临的威胁。

(4) Threats to economic hotels in our country.

①国际品牌纷纷抢占中国。当国内经济型酒店尚处于起步阶段时，外资酒店也看到了经济型酒店市场的商机，纷纷盯上了国内经济型酒店这块大蛋糕。2002年美国纽约美兴国际企业集团在沪设立了第一家“美兴”品牌的经济型酒店。国外中低档型酒店品牌的进入，直接冲击我国国内经济型酒店市场和经营格局。

As domestic economic hotels are still in the early stages, foreign hotels also see business opportunities in the economic hotel market, and are looking at the big cake of the domestic economic hotel. In 2002, the United States’ United States’ global conglomerate in New York City established the first economic hotel brand called “Beauty Hing.” The entry of low- and middle-level hotel brands from abroad is a direct shock to our domestic economic hotel market and business patterns.

②政府一些部门的行政干预。经济型酒店在国内酒店业发展中处于这样一个特殊的地位，由于中低档酒店的经济型酒店绝大多数是国有体制，小到日常经营、大到产权转移，很容易受到行政力量的干预，这对经济型酒店的健康发展可能会产生极大的负面影响。

Economic hotels are in such a special position in the development of the domestic hotel industry as economic hotels, which are mostly State-owned, run from day-to-day to property transfer, are vulnerable to executive intervention, which can have a significant negative impact on the healthy development of economic hotels.

3网络环境下的市场策略

Market strategies in a network environment

3.1采用订房系统+酒店网站的二元营销模式

3.1 Adoption of the binary marketing model of the booking system plus the hotel website

网络订房系统作为现阶段无投入、见效快的方式，应与酒店网站营销相结合，作为营销的有效补充。一方面，客户能通过订房系统很快找到酒店，等于在前期不用花费广告就实现了搜索引擎的功能。同时，又能登录酒店独立网站进一步了解更详细的信息，实现网络预订。这无疑是最经济最高效的模式。

On the one hand, the ability of a customer to find a hotel quickly through a booking system is equivalent to the use of a search engine without advertising in the period ahead. At the same time, it is possible to access the hotel’s independent website for more detailed information and for online bookings. This is undoubtedly the most cost-effective model.

3.2酒店独立网站建设可分阶段进行

3.2 Hotel independent website development could be phased in

在网站建设初期，应以在互联网创建一个宣传“窗口”，重点突出酒店的特色和优势，实现客户和酒店互动目的为主，而不能抱太大的“盈利”希望。那种认为网页一建成就有大量订房，马上收回投资的想法是不切实际的。如在国内主要的门户网站和搜索引擎上建立链接，才能保证点击率和访问人数，实现有效营销。

The idea of creating a “window” on the Internet that focuses on hotel characteristics and advantages, and achieves the purpose of interaction between customers and hotels, rather than holding too much “profit” hopes. It is unrealistic to think that the web page will have a large number of reservations as soon as it is completed and that the investment will be withdrawn immediately. For example, a link on the country’s main portal and search engine will ensure the number of hits and visitors and achieve effective marketing.

3.3进行全方位、多角度的网络营销渠道管理

3.3 Management of all-round and multi-dimensional web marketing channels

酒店网络营销方案范文第7篇

关键词：经济型酒店；网络营销；分析

Keywords: economic hotels; web marketing; analysis

中图分类号：F274　文献标识码：A　文章编号：1672-3198(2009)12-0128-02

Central Chart Classification No. F274 Bibliography ID Code: A Article No. 1672-3198 (2009) 12-0128-02

1　酒店网络预订的市场分析

1 Market analysis of hotel network bookings

1.1　酒店预订行业发展情况

1.1 Developments in the hotel reservation industry

随着网民数量和出游人次的增加，通过网络查询酒店并预订(包括在线预订和电话预订)的人也越来越多。无论是大型连锁酒店还是单体酒店，都在为选择合适的网络分销渠道以吸引网民群体的购买而做出各种各样的努力。

As the number of Internet users and visitors increases, so does the number of visitors and bookings (including online bookings and telephone bookings) via the Internet. Both large chains and single-body hotels are making a variety of efforts to select suitable web distribution channels to attract Internet purchases.

1.2　网络预定用户分析

1.2 Network pre-user analysis

从年龄分布来看。网上旅行预订用户中30岁以上的人最多，占44.7％的比例；其次是25～30岁的用户占29.2％的比例。25岁以上年龄段的人群大多有几年的工作经历，不管是职位还是收入都达到了一定的层次，并且他们是消费的主力人群。

In terms of age, the highest number of booking users are in the 30-year-old age group, 44.7 per cent; the second is in the 25-30-year-old age group, 29.2 per cent.

在学历结构上，网上旅行预订用户中以大学本科学历的人居多，占49.7％的比例；其次是大学专科学历用户占30.9％，大学专科以上用户占80.6％。

In terms of academic structure, the number of booking users of online travel is more than 49.7 per cent of the university academic calendar, followed by 30.9 per cent of university degree users and 80.6 per cent of university college and above.

在地域分布上以华东华北为多，其中尤以华东的上海最多，占32.1％；其次是华北的用户占23.9％。

The geographical distribution is greater in the north-east of China, with the largest number of users in Shanghai, particularly in the east, accounting for 32.1 per cent, followed by 23.9 per cent in the north.

1.3　网上旅行预订用户行为特点

1.3 Behavioural characteristics of booking users of web-based travel

1.3.1　收发电子邮件最多为网上旅行用户进行的网上活动

1.3.1 E-mail e-mail activities for maximum number of web-based travel users

网上旅行预订用户的高收入、高学历、、职业性等特征决定了其网上行为倾向与一般网民有较多不同。有调研结果显示，网上旅行预订用户中在网上收发电子邮件、查看新闻、网络购物、使用网上银行等活动的人数比例都比整体网民至少高出10％。而整体网民中进行下载电影、音乐、网上聊天、玩网络游戏等娱乐活动的人数比例高于网上旅行预订用户。

The high income, high academic qualifications, professional orientation, etc. of booking users on the web vary more than the general Internet population. Research shows that online booking users receive and send e-mails online, view news, online shopping, and use online banking, among others, at least 10% higher than the overall Internet audience.

1.3.2　网上旅行预订用户网上消费水平高

1.3.2 High level of online consumption by booking users of online travel

网上旅行预订用户中经常网上购物的占71.6％，网上消费较多。从调研结果来看，网上旅行预订用户的网上消费支出水平比整体网民要高。

Online booking users account for 71.6 per cent of regular online purchases and consume more online. Research shows that online booking users have higher levels of spending on online consumption than the Internet as a whole.

1.4　目前几种有代表性的酒店网络营销模式

1.4 Several representative hotel network marketing models are in place

目前国内为酒店业提供信息化与网络营销解决方案的众多企业当中，大致有这样几种类型：

There are currently a number of types of enterprises in the country that provide information-based and web-based marketing solutions for the hotel industry:

1.4.1　不需要对酒店现有的管理软件进行更新或提供相应接口

1.4.1 No update or interface of existing hotel management software is required

(1)网络虚拟连锁特许经营的模式。该模式的代表性企业是万万家酒店软件公司，该公司通过免费特许加盟的方式，使所有加盟万万家网络的酒店能够使用其销售网络，向终端顾客提供酒店房间，而每一家酒店的客房资源和销售资源可以实现共享，也可以从任何一家酒店销售中获取相应收益。

(1) A model of virtual chain franchising. The model is representative of 10,000 hotel software companies, which, through a free franchise, enable all 10,000 networked hotels to use their distribution networks to provide hotel rooms to end-users, while the guest room and sales resources of each hotel can be shared or receive a corresponding benefit from the sale of any hotel.

(2)客户端软件营销模式。该模式的代表性企业是上海德比公司，该公司的软件可以使酒店通过连接到客户端软件，实现对酒店自身营销的灵活控制与管理。

(2) Client-end software marketing model. This model is representative of Shanghai Derby, a company whose software enables hotels to achieve flexible control and management of their own marketing by connecting to client software.

(3)网络短信平台模式。该模式的代表性企业是中国订房联盟，运用该联盟平台的酒店可以通过网络短信与平台进行业务相关信息的传送与确认，并与顾客及时进行短信沟通。

(3) The SMS platform model. The representative firm of the SMS platform is the China booking union, which allows hotels using the SMS platform to transmit and confirm business-related information via SMS to the platform and communicate with customers in a timely manner.

(4)电子商务交易平台模式。该模式的代表性企业是北京网连天下的Tinsia平台，华远国旅的旅游电子商务平台，中国旅游网络营销总平台，这些网络营销平台都力图为加盟平台的酒店提供自主营销的管理和各种技术支持。

(4) The E-Commerce trading platform model. The model is representative of the business community, namely, the Tinsia platform in Beijing, the Tourism E-Commerce platform in China, and the China Tourism Network Marketing General Platform, all of which seek to provide autonomous marketing management and various technical support to the Alliance Platform's hotels.

1.4.2　需要对酒店现有管理软件进行更新或提供相应接口

1.4.2 Existing hotel management software needs to be updated or interfaced

(1)IPhotel模式。该模式的代表性企业是北京石基公司，该公司通过为酒店提供基于IPhotel的全面解决方案，使酒店的信息管理系统与网络营销系统实现很好的对接，提升酒店网络营销的效率和管理能力，有效降低内部运营成本、缩短交易等候时间以及帮助酒店达成收益管理的目标。

(1) IPhotel model. The representative firm of the model is Peking Rock, which, by providing a comprehensive IPhotel-based solution for hotels, provides a good interface between hotel information management systems and network marketing systems, improves the efficiency and management capacity of hotel network marketing, effectively reduces internal operating costs, shortens the waiting time for transactions and helps hotels meet the goals of revenue management.

(2)HIMS全面解决方案模式。该模式的代表性企业是北京罗盘公司，该公司通过一种称之为HIMS的酒店网络营销全面解决方案，实现从内容、客户、销售、预订管理、俱乐部、常客积分、收益、集团连锁管理的全部功能。

(2) The HIMS comprehensive solution model. The representative firm of this model is the Beijing Rotcher Company, which fulfils all the functions of content, customer, sales, booking management, club, frequent passenger credits, returns, group chain management through a comprehensive solution for the marketing of the hotel network known as HIMS.

2　我国经济型酒店的SWOT分析

2 SWOT analysis of economic hotels in our country

2.1　我国经济型酒店的优势

2.1 The advantages of economic hotels in our country

(1)成本优势。目前。四星级饭店一个标准问的建造成本约为70万元，五星级约为85万元，初建成本居高不下；经济型酒店的硬件产品功能配置体现实用性，不需要多余浪费的摆设，节省了初建成本。高星级酒店服务齐全和细致，需要员工人数众多，人工成本较高；经济型酒店由于酒店规模小，配套简单，员工可以一人多岗，从而大大节约了人工成本。

(1) Cost advantages. Presently, the construction cost of a standard four-star hotel is about $700,000, a five-star hotel is about $850,000, and the initial cost of construction is high; the hardware product configuration of an economic hotel is practical and does not need to be wasteful, resulting in savings in initial construction costs. The high-star hotel service is complete and detailed, requiring a large number of staff and higher labour costs; and the economy hotel, owing to its small size and simplicity, allows for a large number of jobs per person, resulting in significant savings in labour costs.

(2)价格优势。相对于高星级酒店，经济型酒店的固定成本以及后期追加成本少，保本点低，同时管理和服务成本也较低，管理和服务费率远远低于高星级酒店的水平，经济型酒店具有价格竞争的优势，我国经济型酒店的价位一般在150～400元之间。我国经济型酒店的消费价格，能够迎合我国一般公务、商务旅客等大众旅游消费者的实际消费需求，具有较强的价格竞争优势。

(ii) Price advantages. The fixed and later incremental costs of economic hotels are lower than those of high-star hotels, while management and service costs are lower, management and service rates are much lower than those of high-star hotels, economic hotels have a competitive advantage, and the prices of economic hotels in our country are generally between $150 and $400. The consumer prices of our economic hotels are able to meet the real consumer demand of our general public, commercial and other tourism consumers, with a strong competitive price advantage.

(3)信息化和网络技术的应用，突出客户关系管理的优势。无论锦江之星还是如家快捷，排名比较靠前的经济型酒店都非常注重运用现代技术手段以吸纳和稳定客源。

(3) The use of information and network technology highlights the advantages of customer relationship management.

2.2　客源供给优势

2.2 Customer supply advantages

(1)观念优势。由于经济型酒店以其价廉、舒适的住宿设施、优质的服务，最大限度满足了中国人讲究实惠的观念。如长住商务型客人在满足工作要求的基础上，不再盲目追求酒店的档次，更注重酒店的实用性，由豪华型酒店转入经济型酒店同样享受周到的优质服务，并可以节约费用。

(1) Conservative advantages. As economic hotels, with their affordable and comfortable accommodation facilities and high-quality services, satisfy the Chinese’s belief that they are mutually beneficial.

(2)我国经济型酒店的劣势。从目前经济型酒店的发展现状看，经济型酒店存在价格竞争混乱，管理专业化水平不高，管理模式单一，没有统一服务标准等问题，以及人们对经济型酒店的认识不足，经济型酒店缺乏知名品牌，国内尚没有形成大规模的经济型酒店连锁企业。

(ii) The disadvantages of economic hotels in our country. In view of the current state of development of economic hotels, there is a high level of price competition, a low level of managerial specialization, a single management model, a lack of uniform service standards, as well as a lack of awareness of economic hotels, a lack of brand names and a lack of large-scale economic hotel chains in the country.

(3)管理专业化水平不高。中国前20年的酒店发展，是一个主要适应国外客源的阶段。业内人士更多关注的是高星级酒店的国际标准和发展动态，无论从理论研究到实践操作，从管理模式到建筑设计，无不将高档星级酒店作为模板，强化着人们的心理定势，而很少有人关注相对于高档酒店的经济型酒店。

The development of hotels in China over the past 20 years has been largely adapted to foreign clients. More attention has been paid to international standards and developments in high-star hotels, from theoretical research to practice, from management models to architectural design.

(4)价格竞争混乱。我国高档酒店增长速度太快，竞争手段主要是削价竞争，使得酒店结构与客源结构的对应规律被打破，这不但降低了酒店业的总体效益，扰乱酒店业的竞争秩序，同时导致了高档酒店相对地剥夺了其他酒店的边际利润。这恐怕也是经济型酒店价格混乱的原因之一。

(4) Price competition is chaotic. Our high-end hotels are growing too fast, mainly by cutting prices, which has led to a breakdown in the correspondence between the hotel structure and the customer structure, which not only reduces the overall efficiency of the hotel industry and disrupts the competitive order of the hotel industry, but has also led to the relative deprivation of marginal profits from other hotels.

(5)认识混乱。一些服务质量不高、卫生条件差、管理不规范的酒店，以为罩上经济型酒店光环，就会财源滚滚，

(v) Understanding confusion. Some hotels with poor quality of services, poor sanitation and unregulated management have the idea that they will be rich and rich in the light of economic hotel rings.

也打出“经济型酒店”旗号，使得人们将经济型酒店同脏、乱、差的旅馆、招待所等同起来。实质上“经济型”酒店是相对于豪华酒店而言的，决不是脏、乱、差的代名词。这些酒店虽然在个别方面具备了经济型酒店的特征。貌似“经济”，实质是鱼目混珠，混淆视听。

In essence, “economic” hotels are for luxury hotels and are by no means dirty, messy, or bad. These hotels, although individually, have the characteristics of economic hotels.

(6)缺乏酒店品牌。品牌知名度低是由于我国酒店管理业发展慢，还没有形成一定辐射范围的中低档酒店品牌。目前相对知名的北京建国客栈、中江之旅，上海锦江之星等，也仅仅在地区有一定的影响力，还谈不上知名品牌的程度。

The low profile of the brand is due to the slow development of the country’s hotel management industry, which has not yet produced a medium- and low-end hotel brand with a certain radiation range. The relatively well-known Beijing inn, the Central River tour, the Shanghai Jinjiang stars, etc., have only some influence in the region and are not known as brands.

2.3　我国经济型酒店的行业机遇

2.3 Industry opportunities in economic hotels in the country

(1)国内市场带来的新机遇。一是政府机构改革。附属单位与政府部门脱钩是改革的既定方向，如此大量的政府招待所将走向市场，为经济型酒店的发展提供了物质条件。二是民营资本的快速进入。酒店业的改组、改制、出售将成为经济型酒店发展的方向，在这个过程中，民营企业会大有可为，将给经济型酒店的发展注入新的活力。三是旅游环境进一步优化。我国政府正在努力调整其接待机制，增加和改善接待设施，建立了计算机网络化预定系统，以及建立了广泛、高效、优质的旅游服务供应网络。

(1) New opportunities for the domestic market. First, government reform. The de-linking of affiliates and government departments is the stated direction of the reform, and such a large number of government guest houses will move to the market, providing material conditions for the development of economic hotels. Second, the rapid entry of private capital.

(2)国际市场带来的新机遇。世界旅游组织调研报告预测，“中国将在2020年成为世界第一旅游接待大国，届时到中国境内旅游的外国客人将超过1.37亿人次。”在未来的20年间，大批国际游客的拥人必将进一步促进中国旅游饭店业的飞速发展。

The World Tourism Organization study predicts that “China will become the world's largest tourist host country in 2020, when more than 137 million foreign visitors will travel to China.” In the next 20 years, a large number of international tourists will certainly contribute to the rapid development of the Chinese tourist hotel industry.

(3)酒店供给结构不合理带来的机遇。我国目前已经建成的酒店在数量结构上呈明显的“两头大，中间小”的不合理状态，即质量好、价格高的高星级酒店和质量次、价格低的社会旅馆数量大，质量与价格较适中的少。这一消费断层，给经济型酒店发展提供了大好机遇。

This is a consumption fault that offers great opportunities for economic hotel development.

(4)我国经济型酒店面临的威胁。

(4) Threats to economic hotels in our country.

①国际品牌纷纷抢占中国。当国内经济型酒店尚处于起步阶段时，外资酒店也看到了经济型酒店市场的商机，纷纷盯上了国内经济型酒店这块大蛋糕。2002年美国纽约美兴国际企业集团在沪设立了第一家“美兴”品牌的经济型酒店。国外中低档型酒店品牌的进入，直接冲击我国国内经济型酒店市场和经营格局。

As domestic economic hotels are still in the early stages, foreign hotels also see business opportunities in the economic hotel market, and are looking at the big cake of the domestic economic hotel. In 2002, the United States’ United States’ global conglomerate in New York City established the first economic hotel brand called “Beauty Hing.” The entry of low- and middle-level hotel brands from abroad is a direct shock to our domestic economic hotel market and business patterns.

②政府一些部门的行政干预。经济型酒店在国内酒店业发展中处于这样一个特殊的地位，由于中低档酒店的经济型酒店绝大多数是国有体制，小到日常经营、大到产权转移，很容易受到行政力量的干预，这对经济型酒店的健康发展可能会产生极大的负面影响。

Economic hotels are in such a special position in the development of the domestic hotel industry as economic hotels, which are mostly State-owned, run from day-to-day to property transfer, are vulnerable to executive intervention, which can have a significant negative impact on the healthy development of economic hotels.

3　网络环境下的市场策略

3. Market strategies in a network environment

3.1　采用订房系统+酒店网站的二元营销模式

3.1 Adoption of the binary marketing model of the booking system plus the hotel website

网络订房系统作为现阶段无投入、见效快的方式，应与酒店网站营销相结合，作为营销的有效补充。一方面，客户能通过订房系统很快找到酒店，等于在前期不用花费广告就实现了搜索引擎的功能。同时，又能登录酒店独立网站进一步了解更详细的信息，实现网络预订。这无疑是最经济最高效的模式。

On the one hand, the ability of a customer to find a hotel quickly through a booking system is equivalent to the use of a search engine without advertising in the period ahead. At the same time, it is possible to access the hotel’s independent website for more detailed information and for online bookings. This is undoubtedly the most cost-effective model.

3.2　酒店独立网站建设可分阶段进行

3.2 Hotel independent website development can be phased

在网站建设初期，应以在互联网创建一个宣传“窗口”，重点突出酒店的特色和优势，实现客户和酒店互动目的为主，而不能抱太大的“盈利”希望。那种认为网页一建成就有大量订房，马上收回投资的想法是不切实际的。如在国内主要的门户网站和搜索引擎上建立链接，才能保证点击率和访问人数，实现有效营销。

The idea of creating a “window” on the Internet that focuses on hotel characteristics and advantages, and achieves the purpose of interaction between customers and hotels, rather than holding too much “profit” hopes. It is unrealistic to think that the web page will have a large number of reservations as soon as it is completed and that the investment will be withdrawn immediately. For example, a link on the country’s main portal and search engine will ensure the number of hits and visitors and achieve effective marketing.

3.3　进行全方位、多角度的网络营销渠道管理

3.3 Full-scale, multi-dimensional management of network marketing channels

酒店网络营销方案范文第8篇

关键词:经济型酒店;网络营销;分析

Keywords: economic hotels; web marketing; analysis

1 酒店网络预订的市场分析

1 Market analysis of hotel network bookings

1.1 酒店预订行业发展情况

1.1 Developments in the hotel reservation industry

随着网民数量和出游人次的增加,通过网络查询酒店并预订(包括在线预订和电话预订)的人也越来越多。无论是大型连锁酒店还是单体酒店,都在为选择合适的网络分销渠道以吸引网民群体的购买而做出各种各样的努力。

As the number of Internet users and visitors increases, so does the number of visitors and bookings (including online bookings and telephone bookings) via the Internet. Both large chains and single-body hotels are making a variety of efforts to select suitable web distribution channels to attract Internet purchases.

1.2 网络预定用户分析

1.2 Network pre-user analysis

从年龄分布来看。网上旅行预订用户中30岁以上的人最多,占44.7%的比例;其次是25~30岁的用户占29.2%的比例。25岁以上年龄段的人群大多有几年的工作经历,不管是职位还是收入都达到了一定的层次,并且他们是消费的主力人群。

In terms of age distribution, the highest number of booking users are in the 30-year-old age group, 44.7 per cent; the second is in the 25-30-year-old age group, 29.2 per cent.

在学历结构上,网上旅行预订用户中以大学本科学历的人居多,占49.7%的比例;其次是大学专科学历用户占30.9%,大学专科以上用户占80.6%。

In terms of academic structure, the number of booking users of online travel is more than 49.7 per cent of the university academic calendar, followed by 30.9 per cent of university degree users and 80.6 per cent of university college and above.

在地域分布上以华东华北为多,其中尤以华东的上海最多,占32.1%;其次是华北的用户占23.9%。

The geographical distribution is greater in the north-east of China, with the largest number of users in Shanghai, particularly in the east, accounting for 32.1 per cent, followed by 23.9 per cent in the north.

1.3 网上旅行预订用户行为特点

1.3 Behavioural characteristics of booking users of web-based travel

1.3.1 收发电子邮件最多为网上旅行用户进行的网上活动

1.3.1 E-mail e-mail activities for maximum number of web-based travel users

网上旅行预订用户的高收入、高学历、、职业性等特征决定了其网上行为倾向与一般网民有较多不同。有调研结果显示,网上旅行预订用户中在网上收发电子邮件、查看新闻、网络购物、使用网上银行等活动的人数比例都比整体网民至少高出10%。而整体网民中进行下载电影、音乐、网上聊天、玩网络游戏等娱乐活动的人数比例高于网上旅行预订用户。

The high income, high academic qualifications, professional orientation, etc. of booking users on the web vary more than the general Internet population. Research shows that online booking users receive and send e-mails online, view news, online shopping, and use online banking, among others, at least 10% higher than the overall Internet audience.

1.3.2 网上旅行预订用户网上消费水平高

1.3.2 High level of online consumption by booking users of online travel

网上旅行预订用户中经常网上购物的占71.6%,网上消费较多。从调研结果来看,网上旅行预订用户的网上消费支出水平比整体网民要高。

Online booking users account for 71.6 per cent of regular online purchases and consume more online. Research shows that online booking users have higher levels of spending on online consumption than the Internet as a whole.

1.4 目前几种有代表性的酒店网络营销模式

1.4 Several representative hotel network marketing models are in place

目前国内为酒店业提供信息化与网络营销解决方案的众多企业当中,大致有这样几种类型:

There are currently a number of types of enterprises in the country that provide information-based and web-based marketing solutions for the hotel industry:

1.4.1 不需要对酒店现有的管理软件进行更新或提供相应接口

1.4.1 No update or interface of existing hotel management software is required

(1)网络虚拟连锁特许经营的模式。该模式的代表性企业是万万家酒店软件公司,该公司通过免费特许加盟的方式,使所有加盟万万家网络的酒店能够使用其销售网络,向终端顾客提供酒店房间,而每一家酒店的客房资源和销售资源可以实现共享,也可以从任何一家酒店销售中获取相应收益。

(1) A model of virtual chain franchising. The model is representative of 10,000 hotel software companies, which, through a free franchise, enable all 10,000 networked hotels to use their distribution networks to provide hotel rooms to end-users, while the guest room and sales resources of each hotel can be shared or receive a corresponding benefit from the sale of any hotel.

(2)客户端软件营销模式。该模式的代表性企业是上海德比公司,该公司的软件可以使酒店通过连接到客户端软件,实现对酒店自身营销的灵活控制与管理。

(2) Client-end software marketing model. This model is representative of Shanghai Derby, a company whose software enables hotels to achieve flexible control and management of their own marketing by connecting to client software.

(3)网络短信平台模式。该模式的代表性企业是中国订房联盟,运用该联盟平台的酒店可以通过网络短信与平台进行业务相关信息的传送与确认,并与顾客及时进行短信沟通。

(3) The SMS platform model. The representative firm of the SMS platform is the China booking union, which allows hotels using the SMS platform to transmit and confirm business-related information via SMS to the platform and communicate with customers in a timely manner.

(4)电子商务交易平台模式。该模式的代表性企业是北京网连天下的Tinsia平台,华远国旅的旅游电子商务平台,中国旅游网络营销总平台,这些网络营销平台都力图为加盟平台的酒店提供自主营销的管理和各种技术支持。

(4) The E-Commerce trading platform model. The model is representative of the business community, namely, the Tinsia platform in Beijing, the Tourism E-Commerce platform in China, and the China Tourism Network Marketing General Platform, all of which seek to provide autonomous marketing management and various technical support to the Alliance Platform's hotels.

1.4.2 需要对酒店现有管理软件进行更新或提供相应接口

1.4.2 Existing hotel management software needs to be updated or interfaced

(1)IPhotel模式。该模式的代表性企业是北京石基公司,该公司通过为酒店提供基于IPhotel的全面解决方案,使酒店的信息管理系统与网络营销系统实现很好的对接,提升酒店网络营销的效率和管理能力,有效降低内部运营成本、缩短交易等候时间以及帮助酒店达成收益管理的目标。

(1) IPhotel model. The representative firm of the model is Peking Rock, which, by providing a comprehensive IPhotel-based solution for hotels, provides a good interface between hotel information management systems and network marketing systems, improves the efficiency and management capacity of hotel network marketing, effectively reduces internal operating costs, shortens the waiting time for transactions and helps hotels meet the goals of revenue management.

(2)HIMS全面解决方案模式。该模式的代表性企业是北京罗盘公司,该公司通过一种称之为HIMS的酒店网络营销全面解决方案,实现从内容、客户、销售、预订管理、俱乐部、常客积分、收益、集团连锁管理的全部功能。

(2) The HIMS comprehensive solution model. The representative firm of this model is the Beijing Rotcher Company, which fulfils all the functions of content, customer, sales, booking management, club, frequent passenger credits, returns, group chain management through a comprehensive solution for the marketing of the hotel network known as HIMS.

2 我国经济型酒店的SWOT分析

2 SWOT analysis of economic hotels in our country

2.1 我国经济型酒店的优势

2.1 The advantages of economic hotels in our country

(1)成本优势。目前。四星级饭店一个标准问的建造成本约为70万元,五星级约为85万元,初建成本居高不下;经济型酒店的硬件产品功能配置体现实用性,不需要多余浪费的摆设,节省了初建成本。高星级酒店服务齐全和细致,需要员工人数众多,人工成本较高;经济型酒店由于酒店规模小,配套简单,员工可以一人多岗,从而大大节约了人工成本。

(1) Cost advantages. Presently, the construction cost of a standard four-star hotel is about $700,000, a five-star hotel is about $850,000, and the initial cost of construction is high; the hardware product configuration of an economic hotel is practical and does not need to be wasteful, resulting in savings in initial construction costs. The high-star hotel service is complete and detailed, requiring a large number of staff and higher labour costs; and the economy hotel, owing to its small size and simplicity, allows for a large number of jobs per person, resulting in significant savings in labour costs.

(2)价格优势。相对于高星级酒店,经济型酒店的固定成本以及后期追加成本少,保本点低,同时管理和服务成本也较低,管理和服务费率远远低于高星级酒店的水平,经济型酒店具有价格竞争的优势,我国经济型酒店的价位一般在150~400元之间。我国经济型酒店的消费价格,能够迎合我国一般公务、商务旅客等大众旅游消费者的实际消费需求,具有较强的价格竞争优势。

(ii) Price advantages compared to high-star hotels. The fixed costs of economic hotels and their subsequent additions are low, their location is low, management and service costs are low, management and service rates are well below those of high-star hotels, economic hotels have a competitive price advantage, and the prices of economic hotels in our country are generally between $150 and $400. The consumer prices of our economic hotels match the real consumer demand of our general public tourism consumers, such as business tourists, and have a more competitive price advantage.

(3)信息化和网络技术的应用,突出客户关系管理的优势。无论锦江之星还是如家快捷,排名比较靠前的经济型酒店都非常注重运用现代技术手段以吸纳和稳定客源。

(3) The use of information and network technology highlights the advantages of customer relationship management.

2.2 客源供给优势

2.2 Customer supply advantages

(1)观念优势。由于经济型酒店以其价廉、舒适的住宿设施、优质的服务,最大限度满足了中国人讲究实惠的观念。如长住商务型客人在满足工作要求的基础上,不再盲目追求酒店的档次,更注重酒店的实用性,由豪华型酒店转入经济型酒店同样享受周到的优质服务,并可以节约费用。

(1) Conservative advantages. As economic hotels, with their affordable and comfortable accommodation facilities and high-quality services, satisfy the Chinese’s belief that they are mutually beneficial.

(2)我国经济型酒店的劣势。从目前经济型酒店的发展现状看,经济型酒店存在价格竞争混乱,管理专业化水平不高,管理模式单一,没有统一服务标准等问题,以及人们对经济型酒店的认识不足,经济型酒店缺乏知名品牌,国内尚没有形成大规模的经济型酒店连锁企业。

(ii) The disadvantages of economic hotels in our country. In view of the current state of development of economic hotels, there is a high level of price competition, a low level of managerial specialization, a single management model, a lack of uniform service standards, as well as a lack of awareness of economic hotels, a lack of brand names and a lack of large-scale economic hotel chains in the country.

(3)管理专业化水平不高。中国前20年的酒店发展,是一个主要适应国外客源的阶段。业内人士更多 关注的是高星级酒店的国际标准和发展动态,无论从理论研究到实践操作,从管理模式到建筑设计,无不将高档星级酒店作为模板,强化着人们的心理定势,而很少有人关注相对于高档酒店的经济型酒店(4)价格竞争混乱。我国高档酒店增长速度太快,竞争手段主要是削价竞争,使得酒店结构与客源结构的对应规律被打破,这不但降低了酒店业的总体效益,扰乱酒店业的竞争秩序,同时导致了高档酒店相对地剥夺了其他酒店的边际利润。这恐怕也是经济型酒店价格混乱的原因之一。

The development of hotels in China over the previous 20 years has been largely adapted to foreign clients. More attention has been paid to the international standards and developments in high-star hotels, from theoretical research to practical work, from management models to architectural design, and the use of high-end hotels as templates to reinforce psychological stereotypes, while few have been concerned about competition for economic-type hotels (4). The rapid growth of our high-end hotels, mainly through competition, has led to a breakdown in the correspondence between hotel and passenger-source structures, which has not only reduced the overall efficiency of the hotel industry, disrupting the competitive order of the hotel industry, but has also led to the relative deprivation of marginal profits from other hotels.

(5)认识混乱。一些服务质量不高、卫生条件差、管理不规范的酒店,以为罩上经济型酒店光环,就会财源滚滚,也打出“经济型酒店”旗号,使得人们将经济型酒店同脏、乱、差的旅馆、招待所等同起来。实质上“经济型”酒店是相对于豪华酒店而言的,决不是脏、乱、差的代名词。这些酒店虽然在个别方面具备了经济型酒店的特征。貌似“经济”,实质是鱼目混珠,混淆视听。

(v) Disappointment. Some hotels with poor quality of services, poor sanitation, and unregulated management are thought to be well-connected with economic hotel rings, and “economic hotels” are branded as “economic hotels” that allow people to equate them with dirty, messy, bad hotels and guest houses. In essence, “economic” hotels are not a dirty, messy, poor alias for luxury hotels. These hotels, although individually, have the characteristics of economic hotels.

(6)缺乏酒店品牌。品牌知名度低是由于我国酒店管理业发展慢,还没有形成一定辐射范围的中低档酒店品牌。目前相对知名的北京建国客栈、中江之旅,上海锦江之星等,也仅仅在地区有一定的影响力,还谈不上知名品牌的程度。

The low profile of the brand is due to the slow development of the country’s hotel management industry, which has not yet produced a medium- and low-end hotel brand with a certain radiation range. The relatively well-known Beijing inn, the Central River tour, the Shanghai Jinjiang stars, etc., have only some influence in the region and are not known as brands.

2.3 我国经济型酒店的行业机遇

2.3 Industry opportunities in economic hotels in the country

(1)国内市场带来的新机遇。一是政府机构改革。附属单位与政府部门脱钩是改革的既定方向,如此大量的政府招待所将走向市场,为经济型酒店的发展提供了物质条件。二是民营资本的快速进入。酒店业的改组、改制、出售将成为经济型酒店发展的方向,在这个过程中,民营企业会大有可为,将给经济型酒店的发展注入新的活力。三是旅游环境进一步优化。我国政府正在努力调整其接待机制,增加和改善接待设施,建立了计算机网络化预定系统,以及建立了广泛、高效、优质的旅游服务供应网络。

(1) New opportunities for the domestic market. First, government reform. The de-linking of affiliates and government departments is the stated direction of the reform, and such a large number of government guest houses will move to the market, providing material conditions for the development of economic hotels. Second, the rapid entry of private capital.

(2)国际市场带来的新机遇。世界旅游组织调研报告预测,“中国将在2020年成为世界第一旅游接待大国,届时到中国境内旅游的外国客人将超过1.37亿人次。”在未来的20年间,大批国际游客的拥人必将进一步促进中国旅游饭店业的飞速发展。

The World Tourism Organization study predicts that “China will become the world's largest tourist host country in 2020, when more than 137 million foreign visitors will travel to China.” In the next 20 years, a large number of international tourists will certainly contribute to the rapid development of the Chinese tourist hotel industry.

(3)酒店供给结构不合理带来的机遇。我国目前已经建成的酒店在数量结构上呈明显的“两头大,中间小”的不合理状态,即质量好、价格高的高星级酒店和质量次、价格低的社会旅馆数量大,质量与价格较适中的少。这一消费断层,给经济型酒店发展提供了大好机遇。

This is a consumption fault that offers great opportunities for economic hotel development.

(4)我国经济型酒店面临的威胁。

(4) Threats to economic hotels in our country.

①国际品牌纷纷抢占中国。当国内经济型酒店尚处于起步阶段时,外资酒店也看到了经济型酒店市场的商机,纷纷盯上了国内经济型酒店这块大蛋糕。2002年美国纽约美兴国际企业集团在沪设立了第一家“美兴”品牌的经济型酒店。国外中低档型酒店品牌的进入,直接冲击我国国内经济型酒店市场和经营格局。

As domestic economic hotels are still in the early stages, foreign hotels also see business opportunities in the economic hotel market, and are looking at the big cake of the domestic economic hotel. In 2002, the United States’ United States’ global conglomerate in New York City established the first economic hotel brand called “Beauty Hing.” The entry of low- and middle-level hotel brands from abroad is a direct shock to our domestic economic hotel market and business patterns.

②政府一些部门的行政干预。经济型酒店在国内酒店业发展中处于这样一个特殊的地位,由于中低档酒店的经济型酒店绝大多数是国有体制,小到日常经营、大到产权转移,很容易受到行政力量的干预,这对经济型酒店的健康发展可能会产生极大的负面影响。

Economic hotels are in such a special position in the development of the domestic hotel industry as economic hotels, which are mostly State-owned, run from day-to-day to property transfer, are vulnerable to executive intervention, which can have a significant negative impact on the healthy development of economic hotels.

3 网络环境下的市场策略

3. Market strategies in a network environment

3.1 采用订房系统+酒店网站的二元营销模式

3.1 Adoption of the binary marketing model of the booking system plus the hotel website

网络订房系统作为现阶段无投入、见效快的方式,应与酒店网站营销相结合,作为营销的有效补充。一方面,客户能通过订房系统很快找到酒店,等于在前期不用花费广告就实现了搜索引擎的功能。同时,又能登录酒店独立网站进一步了解更详细的信息,实现网络预订。这无疑是最经济最高效的模式。

On the one hand, the ability of a customer to find a hotel quickly through a booking system is equivalent to the use of a search engine without advertising in the period ahead. At the same time, it is possible to access the hotel’s independent website for more detailed information and for online bookings. This is undoubtedly the most cost-effective model.

3.2 酒店独立网站建设可分阶段进行

3.2 Hotel independent website development can be phased

在网站建设初期,应以在互联网创建一个宣传“窗口”,重点突出酒店的特色和优势,实现客户和酒店互动目的为主,而不能抱太大的“盈利”希望。那种认为网页一建成就有大量订房,马上收回投资的想法是不切实际的。如在国内主要的门户网站和搜索引擎上建立链接,才能保证点击率和访问人数,实现有效营销。

The idea of creating a “window” on the Internet that focuses on hotel characteristics and advantages, and achieves the purpose of interaction between customers and hotels, rather than holding too much “profit” hopes. It is unrealistic to think that the web page will have a large number of reservations as soon as it is completed and that the investment will be withdrawn immediately. For example, a link on the country’s main portal and search engine will ensure the number of hits and visitors and achieve effective marketing.

? 3.3 进行全方位、多角度的网络营销渠道管理

3.3 Management of all-round and multi-dimensional web marketing channels

酒店网络营销方案范文第9篇

关键词：星级酒店；电子商务；网络营销；手机预订；SNS

Keywords: Star-class hotels; e-commerce; web marketing; cellular booking; NS

引言：

Introduction:

网络作为覆盖范围广泛、影响程度深入一种的传播方式，是能够第一时间将有效信息传递给需求对象的工具之一，同时满足客户根据市场需求及时调整市场营销活动。网络营销不仅仅只是简单地产品讯息，还具备共享一切在线营销资源的功能。在旅游电子商务中，SNS的营销已经成为互联网的热点，可以推广旅游电子商务企业和个人需要推广品牌，提升知名度，聚集人气，SNS社交服务网站的大量用户，SNS网络分布广的优势可以使旅游电子商务获得了大量的流量和人气。

As a means of dissemination with a wide range of coverage and impact, networks are one of the tools by which effective information can be delivered to demand audiences at the first possible time, while meeting the needs of customers to adapt marketing activities in a timely manner. Web marketing is not only a simple product message; it also has the function of sharing all online marketing resources. In tourism e-commerce, SNS marketing has become a hot spot on the Internet, promoting the need for branding of tourism e-business enterprises and individuals, raising visibility, bringing people together, and a large number of users of SNS social services sites.

一、探究星级酒店实行互联网营销的意义

I. Exploring the meaning of Internet marketing in star hotels

（一）保持成本优势

(i) Maintenance of cost advantages

互联网具有宣传覆盖率广，时间灵活，价格也相对电视广告宣传低的特性。相对于传统的广告、报纸、促销等商业模式，以网络作为信息载体和交流渠道的方式成为降低商家销售成本的有利途径。顾客可以在新媒体环境下快速浏览酒店概况，酒店借由展示平台浓缩独树一帜的亮点赢得消费者的关注，海量信息的低成本高速传递，打开了星级酒店网络营销飞速发展的格局，解决了以往不能参考对比、不能双向互动的时空局限。为消费者提供更加便捷自由的选择空间。

In contrast to traditional commercial models, such as advertising, newspapers, and marketing, the Internet is a useful way to reduce the cost of commercial sales by using the Internet as an information carrier and a channel of communication. Customers can quickly browse hotel profiles in a new media environment, with hotels gaining consumer attention by displaying the bright spots of a platform that concentrates unique trees, low-cost high-speed transmission of large amounts of information, opening up a pattern of fast-growing marketing of star-level hotel networks, resolving the time and space limitations of previously incomparisons and two-way interactions.

（二）拓展顾客渠道

(ii) Expanding customer access

为满足更多普通消费者体验星级酒店带来的服务，携程、去哪儿网等在线中间商与四星、五星酒店广泛开展合作，结合自身战略优势在传统的网页上推出了酒店团购板块，市场效果显著。经由这种推广模式，酒店认知度得到平稳提升，吸引了众多来自国内外加盟商与合作伙伴。为了吸引更多的潜在客源，酒店必须策划提高同主要门户类网站和本土具有一定规模咨询类网站合作，另一方面酒店应该借助网络与忠实顾客搭建固定而长久的联络关系，及时把握不同顾客的动态需求和想法。最后，酒店可以为大客户建立资料库，帮助其关注酒店最新的服务项目和优惠政策。

To meet the needs of more ordinary consumers to experience the services offered by star-sized hotels, online intermediaries, such as couriers, where to go, have worked extensively with Four Stars and Five Stars Hotels, which, in combination with their strategic advantages, have introduced hotel shopping plates on traditional web sites, with significant market effects. This model of outreach has led to a steady increase in hotel awareness, attracting a large number of domestic and international partners. To attract more potential customers, hotels must plan to increase collaboration with major portals and local-scale advisory sites, while hotels should use networks to establish fixed and long-term contacts with loyal customers to capture the dynamic needs and ideas of different customers in a timely manner.

（三）加强信息交流

(iii) Enhanced exchange of information

酒店行业最大的特点是顾客群零散、难以采取针对性的信息传递。为消除顾客在浏览酒店信息的过程中产生的疑虑，酒店需要运用网络营销，顾客只需打开酒店宣传主页，即可与酒店进行全天候的信息交流与评价，极大地提高了客户服务的效率与满意度；酒店通过整合顾客的反馈数据，不断掌握更准确的市场需求信息和调整营销策略，在激烈的竞争中拔得头筹。

The greatest feature of the hotel industry is the fragmentation of the customer base, which makes it difficult to provide targeted information. In order to dispel the concerns of customers in accessing hotel information, hotels need to use web-based marketing, and customers simply have to open their hotel home pages to exchange information and evaluate them around the clock, which greatly improves the efficiency and satisfaction of their clients’ services; by integrating feedback data from customers, hotels are constantly gaining access to more accurate market demand information and adjusting marketing strategies, leading to intense competition.

二、星级酒店网络营销的策略

II. Strategy for marketing the network of star hotels

（一）采用手机网络营销开拓更多的目标客源市场

(i) Increased use of mobile network marketing for target client markets

如今，手机的功能越来越多，人们更是机不离手。高星级酒店在手机网络营销方面先行一步，可开拓更多的目标客源市场。如spg俱乐部计划最新推出了手机客户端，这种营销方式不止更新颖，也为消费者提供了方便。

High-star hotels take a step ahead in the marketing of mobile phones, opening up more target-source markets. For example, the Spg Club has recently launched a mobile phone client, a marketing method that is not only up-to-date, but also convenient for consumers.

图2-1 spg俱乐部计划手机端app营销

Diagram 2-1 spg club plans mobile end-of-line app marketing

（二）完善酒店网站，加强自身网络营销

(ii) Improvement of the hotel website and enhancement of its own online marketing

为目标群体展示亲情式政策

Showing filiation policies for target groups

顾客的满意度来源于获取价值的程度，酒店可以根据网络识别顾客消费次数，以机动的价格调节机制给予顾客一定的让利折扣，让顾客最大程度的感受到差异化的成就感；为培养顾客对于酒店的忠诚度，针对每一位网络成功预订的客人，都有机会餐券或者水果拼盘等小奖励，以此来凸显酒店亲情式的关怀与热情的服务。从客户的角度出发，在线购买产品的流程设计尽可能简单、一目了然，在线支付的程序尽可能安全、快捷，到店办理入住手续尽可能精准、直接。最大程度向顾客展示亲情式的贴心服务。

Customer satisfaction is based on the degree of value obtained. Hotels can identify customers’ consumption on the basis of the network, give customers a discount on a mobile price-regulating mechanism to maximize their sense of differentiated achievement; in order to develop customer loyalty to the hotel, each successful customer of the network has the opportunity to receive a small reward, such as a meal voucher or a fruit mix, to highlight the hospitality and enthusiasm of the hotel. From a customer’s point of view, the online process for purchasing products is designed as simple and straightforward as possible, and the online payment process is as safe and expeditious as possible, and the store’s entry procedures are as accurate and direct as possible.

为星级酒店定制创新式网站

Customize innovative websites for star hotels

星级酒店的创新式网站的创新点首先彰显在关键词、关键信息的检索内容。避免出现顾客在谷歌中反复翻页查找酒店主页的情况发生；其次网站页面的布局要大气，突出特色，链接信息根据时间或重要性进行排序，强调酒店的品牌影响力，将“宾客留言”和“投诉意见”导航窗口的效果放大，并定期将顾客满意度调查结果公示。此外酒店制作优秀员工的卡通头像萌图，顾客执行下一步骤时，该员工即化身为为顾客提供语音介绍服务的交流者，屏幕随着员工的介绍依次为顾客展示酒店全景、房间介绍、房间装饰、餐厅介绍。如果顾客对所“进入”的房型满意的话，直接点击预订即可成功购买。

The innovations of the innovative website of Star Hotels begin by highlighting the search for keywords and key information. Avoiding the occurrence of customers turning their pages through Google to search for the home page of the hotel, the layout of the next site page is to be aired, features highlighted, links sorted according to time or importance, the branding influence of the hotel highlighted, the effect of the guest messages and the "complaints" navigation window was magnified, and the results of customer satisfaction surveys were regularly publicized.

（三）为消费顾客提供差异化服务

(iii) Differential services for consumer customers

网络营销充当起专业的后台服务组织，绑定了客户与酒店个性互动的密切关系。酒店可以在门户官网当中构建等同于一号店美食街区一样的网络商铺，利用图片、360图像、录像等多媒体技术以及虚拟技术对酒店餐厅中最受好评的美食进行展示和销售，保障顾客即使无法到店入住同样能够品尝到酒店的独特佳肴。让顾客只通过网页查阅便身临其境地作出一次个性的选择。

Network marketing acts as a professional back-office organization that binds clients to personal interactions with hotels. Hotels can build a web shop in the Portal Officer’s network that is equivalent to a restaurant’s restaurant block, using multimedia technologies such as pictures, 360 images, videos, and virtual technology to showcase and sell the best-valued foods in hotel restaurants to ensure that customers can taste the unique beauty of the hotel even if they are unable to enter the shop.

基于年龄层、入住原因等差异，不同的入住顾客对房型的要求是不尽相同的，在面向差异化客户的过程中，酒店在进行网页设计时，可以针对已有的客户资料档案设计出几种差异化较大的页面风格，为每一种类型的顾客提供不同的推广内容。并通过建立数据库，在节假日等特点时期为客人送去温馨、真诚的祝福，这种方式既拉近了与顾客之间的距离，又巩固了一定数量的忠实顾客。使顾客未到店之前就深刻感染到酒店独特定制的差异化服务。

On the basis of differences in age, reason for residence, etc., the housing requirements of the various clients are not identical. In the design of the web pages for differentiated customers, hotels can design several more varied page styles for existing customer profiles, offering different outreach content for each type of customer.

（四）注重营销人才培养，形成优质的口碑效应

(iv) Focus on marketing talent development to create a high-quality reputational effect

时下网络营销逐渐成为独树一帜的营销手段扛起酒店行业营销模式的大旗。

Internet marketing has gradually become a unique marketing tool to carry the banner of the hotel industry's marketing model.

做好网络营销最关键的环节即挖掘一支善于创新、团结努力的网络营销人才。星级酒店首先应该选拔出几位既精通酒店管理专业知识又具备领先网络营销实干经验的项目领导型人才。酒店定期走访高校，开展宣讲会及星级酒店招聘会，帮助高校共同培养网络营销人才的同时，注重调动在校学生们营销思维的创新，力求将越来越多市场钟情的的网络营销人才纳入星级酒店麾下。另外，酒店要把更多精力放在培养工作人员的网络营销意识，多聆听入住者的评价和网络上消费群体的意见，向有特殊需要帮助的客户进行单独拜访，与客人像亲人一样沟通交流，为酒店获取大量的网络客源提供先行条件。

In addition, the hotel should focus more on creating a sense of network marketing among its staff, listening to the evaluation and consumption groups on the network, making individual visits to clients with special needs, communicating with guests like relatives, and providing first-hand access to a large number of Internet visitors.

桂林旅游高等专科学校科研基金重点项目（编号：2013ZD02）

Focus project of the Guilin Institute of Higher Studies in Tourism (No. 2013ZD02)

广西教育厅项目（编号：TB2014481）

Guangxi Education Office project (No. TB 2014481)

酒店网络营销方案范文第10篇

1.1酒店预订行业发展情况

1.1 Developments in the hotel reservation industry

随着网民数量和出游人次的增加，通过网络查询酒店并预订(包括在线预订和电话预订)的人也越来越多。无论是大型连锁酒店还是单体酒店，都在为选择合适的网络分销渠道以吸引网民群体的购买而做出各种各样的努力。

As the number of Internet users and visitors increases, so does the number of visitors and bookings (including online bookings and telephone bookings) via the Internet. Both large chains and single-body hotels are making a variety of efforts to select suitable web distribution channels to attract Internet purchases.

1.2网络预定用户分析

1.2 Network pre-user analysis

从年龄分布来看。网上旅行预订用户中30岁以上的人最多，占44.7％的比例；其次是25～30岁的用户占29.2％的比例。25岁以上年龄段的人群大多有几年的工作经历，不管是职位还是收入都达到了一定的层次，并且他们是消费的主力人群。

In terms of age, the highest number of booking users are in the 30-year-old age group, 44.7 per cent; the second is in the 25-30-year-old age group, 29.2 per cent.

在学历结构上，网上旅行预订用户中以大学本科学历的人居多，占49.7％的比例；其次是大学专科学历用户占30.9％，大学专科以上用户占80.6％。

In terms of academic structure, the number of booking users of online travel is more than 49.7 per cent of the university academic calendar, followed by 30.9 per cent of university degree users and 80.6 per cent of university college and above.

在地域分布上以华东华北为多，其中尤以华东的上海最多，占32.1％；其次是华北的用户占23.9％。

The geographical distribution is greater in the north-east of China, with the largest number of users in Shanghai, particularly in the east, accounting for 32.1 per cent, followed by 23.9 per cent in the north.

1.3网上旅行预订用户行为特点

1.3 Behavioural characteristics of booking users of web-based travel

1.3.1收发电子邮件最多为网上旅行用户进行的网上活动

1.3.1 E-mail e-mail e-mail activities for maximum number of web-based travel users

网上旅行预订用户的高收入、高学历、、职业性等特征决定了其网上行为倾向与一般网民有较多不同。有调研结果显示，网上旅行预订用户中在网上收发电子邮件、查看新闻、网络购物、使用网上银行等活动的人数比例都比整体网民至少高出10％。而整体网民中进行下载电影、音乐、网上聊天、玩网络游戏等娱乐活动的人数比例高于网上旅行预订用户。

The high income, high academic qualifications, professional orientation, etc. of booking users on the web vary more than the general Internet population. Research shows that online booking users receive and send e-mails online, view news, online shopping, and use online banking, among others, at least 10% higher than the overall Internet audience.

1.3.2网上旅行预订用户网上消费水平高

1.3.2 High levels of online consumption by booking users of online travel

网上旅行预订用户中经常网上购物的占71.6％，网上消费较多。从调研结果来看，网上旅行预订用户的网上消费支出水平比整体网民要高。

Online booking users account for 71.6 per cent of regular online purchases and consume more online. Research shows that online booking users have higher levels of spending on online consumption than the Internet as a whole.

1.4目前几种有代表性的酒店网络营销模式

1.4 Several representative hotel network marketing models are in place

目前国内为酒店业提供信息化与网络营销解决方案的众多企业当中，大致有这样几种类型：

There are currently a number of types of enterprises in the country that provide information-based and web-based marketing solutions for the hotel industry:

1.4.1不需要对酒店现有的管理软件进行更新或提供相应接口

1.4.1 There is no need to update or provide interfaces to existing hotel management software

(1)网络虚拟连锁特许经营的模式。该模式的代表性企业是万万家酒店软件公司，该公司通过免费特许加盟的方式，使所有加盟万万家网络的酒店能够使用其销售网络，向终端顾客提供酒店房间，而每一家酒店的客房资源和销售资源可以实现共享，也可以从任何一家酒店销售中获取相应收益。

(1) A model of virtual chain franchising. The model is representative of 10,000 hotel software companies, which, through a free franchise, enable all 10,000 networked hotels to use their distribution networks to provide hotel rooms to end-users, while the guest room and sales resources of each hotel can be shared or receive a corresponding benefit from the sale of any hotel.

(2)客户端软件营销模式。该模式的代表性企业是上海德比公司，该公司的软件可以使酒店通过连接到客户端软件，实现对酒店自身营销的灵活控制与管理。

(2) Client-end software marketing model. This model is representative of Shanghai Derby, a company whose software enables hotels to achieve flexible control and management of their own marketing by connecting to client software.

(3)网络短信平台模式。该模式的代表性企业是中国订房联盟，运用该联盟平台的酒店可以通过网络短信与平台进行业务相关信息的传送与确认，并与顾客及时进行短信沟通。

(3) The SMS platform model. The representative firm of the SMS platform is the China booking union, which allows hotels using the SMS platform to transmit and confirm business-related information via SMS to the platform and communicate with customers in a timely manner.

(4)电子商务交易平台模式。该模式的代表性企业是北京网连天下的Tinsia平台，华远国旅的旅游电子商务平台，中国旅游网络营销总平台，这些网络营销平台都力图为加盟平台的酒店提供自主营销的管理和各种技术支持。

(4) The E-Commerce trading platform model. The model is representative of the business community, namely, the Tinsia platform in Beijing, the Tourism E-Commerce platform in China, and the China Tourism Network Marketing General Platform, all of which seek to provide autonomous marketing management and various technical support to the Alliance Platform's hotels.

1.4.2需要对酒店现有管理软件进行更新或提供相应接口

1.4.2 Existing hotel management software needs to be updated or interfaced

(1)IPhotel模式。该模式的代表性企业是北京石基公司，该公司通过为酒店提供基于IPhotel的全面解决方案，使酒店的信息管理系统与网络营销系统实现很好的对接，提升酒店网络营销的效率和管理能力，有效降低内部运营成本、缩短交易等候时间以及帮助酒店达成收益管理的目标。

(1) IPhotel model. The representative firm of the model is Peking Rock, which, by providing a comprehensive IPhotel-based solution for hotels, provides a good interface between hotel information management systems and network marketing systems, improves the efficiency and management capacity of hotel network marketing, effectively reduces internal operating costs, shortens the waiting time for transactions and helps hotels meet the goals of revenue management.

(2)HIMS全面解决方案模式。该模式的代表性企业是北京罗盘公司，该公司通过一种称之为HIMS的酒店网络营销全面解决方案，实现从内容、客户、销售、预订管理、俱乐部、常客积分、收益、集团连锁管理的全部功能。

(2) The HIMS comprehensive solution model. The representative firm of this model is the Beijing Rotcher Company, which fulfils all the functions of content, customer, sales, booking management, club, frequent passenger credits, returns, group chain management through a comprehensive solution for the marketing of the hotel network known as HIMS.

2我国经济型酒店的SWOT分析

2 SWOT analysis of economic hotels in our country

2.1我国经济型酒店的优势

2.1 Strengths of economic hotels in the country

(1)成本优势。目前。四星级饭店一个标准问的建造成本约为70万元，五星级约为85万元，初建成本居高不下；经济型酒店的硬件产品功能配置体现实用性，不需要多余浪费的摆设，节省了初建成本。高星级酒店服务齐全和细致，需要员工人数众多，人工成本较高；经济型酒店由于酒店规模小，配套简单，员工可以一人多岗，从而大大节约了人工成本。

(1) Cost advantages. Presently, the construction cost of a standard four-star hotel is about $700,000, a five-star hotel is about $850,000, and the initial cost of construction is high; the hardware product configuration of an economic hotel is practical and does not need to be wasteful, resulting in savings in initial construction costs. The high-star hotel service is complete and detailed, requiring a large number of staff and higher labour costs; and the economy hotel, owing to its small size and simplicity, allows for a large number of jobs per person, resulting in significant savings in labour costs.

(2)价格优势。相对于高星级酒店，经济型酒店的固定成本以及后期追加成本少，保本点低，同时管理和服务成本也较低，管理和服务费率远远低于高星级酒店的水平，经济型酒店具有价格竞争的优势，我国经济型酒店的价位一般在150～400元之间。我国经济型酒店的消费价格，能够迎合我国一般公务、商务旅客等大众旅游消费者的实际消费需求，具有较强的价格竞争优势。

(ii) Price advantages. The fixed and later incremental costs of economic hotels are lower than those of high-star hotels, while management and service costs are lower, management and service rates are much lower than those of high-star hotels, economic hotels have a competitive advantage, and the prices of economic hotels in our country are generally between $150 and $400. The consumer prices of our economic hotels are able to meet the real consumer demand of our general public, commercial and other tourism consumers, with a strong competitive price advantage.

(3)信息化和网络技术的应用，突出客户关系管理的优势。无论锦江之星还是如家快捷，排名比较靠前的经济型酒店都非常注重运用现代技术手段以吸纳和稳定客源。

(3) The use of information and network technology highlights the advantages of customer relationship management.

2.2客源供给优势

2.2 Customer supply advantage

(1)观念优势。由于经济型酒店以其价廉、舒适的住宿设施、优质的服务，最大限度满足了中国人讲究实惠的观念。如长住商务型客人在满足工作要求的基础上，不再盲目追求酒店的档次，更注重酒店的实用性，由豪华型酒店转入经济型酒店同样享受周到的优质服务，并可以节约费用。

(1) Conservative advantages. As economic hotels, with their affordable and comfortable accommodation facilities and high-quality services, satisfy the Chinese’s belief that they are mutually beneficial.

(2)我国经济型酒店的劣势。从目前经济型酒店的发展现状看，经济型酒店存在价格竞争混乱，管理专业化水平不高，管理模式单一，没有统一服务标准等问题，以及人们对经济型酒店的认识不足，经济型酒店缺乏知名品牌，国内尚没有形成大规模的经济型酒店连锁企业。

(ii) The disadvantages of economic hotels in our country. In view of the current state of development of economic hotels, there is a high level of price competition, a low level of managerial specialization, a single management model, a lack of uniform service standards, as well as a lack of awareness of economic hotels, a lack of brand names and a lack of large-scale economic hotel chains in the country.

(3)管理专业化水平不高。中国前20年的酒店发展，是一个主要适应国外客源的阶段。业内人士更多关注的是高星级酒店的国际标准和发展动态，无论从理论研究到实践操作，从管理模式到建筑设计，无不将高档星级酒店作为模板，强化着人们的心理定势，而很少有人关注相对于高档酒店的经济型酒店。

The development of hotels in China over the past 20 years has been largely adapted to foreign clients. More attention has been paid to international standards and developments in high-star hotels, from theoretical research to practice, from management models to architectural design.

(4)价格竞争混乱。我国高档酒店增长速度太快，竞争手段主要是削价竞争，使得酒店结构与客源结构的对应规律被打破，这不但降低了酒店业的总体效益，扰乱酒店业的竞争秩序，同时导致了高档酒店相对地剥夺了其他酒店的边际利润。这恐怕也是经济型酒店价格混乱的原因之一。

(4) Price competition is chaotic. Our high-end hotels are growing too fast, mainly by cutting prices, which has led to a breakdown in the correspondence between the hotel structure and the customer structure, which not only reduces the overall efficiency of the hotel industry and disrupts the competitive order of the hotel industry, but has also led to the relative deprivation of marginal profits from other hotels.

(5)认识混乱。一些服务质量不高、卫生条件差、管理不规范的酒店，以为罩上经济型酒店光环，就会财源滚滚，也打出“经济型酒店”旗号，使得人们将经济型酒店同脏、乱、差的旅馆、招待所等同起来。实质上“经济型”酒店是相对于豪华酒店而言的，决不是脏、乱、差的代名词。这些酒店虽然在个别方面具备了经济型酒店的特征。貌似“经济”，实质是鱼目混珠，混淆视听。

(v) Disappointment. Some hotels with poor quality of services, poor sanitation, and unregulated management are thought to be well-connected with economic hotel rings, and “economic hotels” are branded as “economic hotels” that allow people to equate them with dirty, messy, bad hotels and guest houses. In essence, “economic” hotels are not a dirty, messy, poor alias for luxury hotels. These hotels, although individually, have the characteristics of economic hotels.

(6)缺乏酒店品牌。品牌知名度低是由于我国酒店管理业发展慢，还没有形成一定辐射范围的中低档酒店品牌。目前相对知名的北京建国客栈、中江之旅，上海锦江之星等，也仅仅在地区有一定的影响力，还谈不上知名品牌的程度。

The low profile of the brand is due to the slow development of the country’s hotel management industry, which has not yet produced a medium- and low-end hotel brand with a certain radiation range. The relatively well-known Beijing inn, the Central River tour, the Shanghai Jinjiang stars, etc., have only some influence in the region and are not known as brands.

2.3我国经济型酒店的行业机遇

2.3 Industry opportunities in economic hotels in the country

(1)国内市场带来的新机遇。一是政府机构改革。附属单位与政府部门脱钩是改革的既定方向，如此大量的政府招待所将走向市场，为经济型酒店的发展提供了物质条件。二是民营资本的快速进入。酒店业的改组、改制、出售将成为经济型酒店发展的方向，在这个过程中，民营企业会大有可为，将给经济型酒店的发展注入新的活力。三是旅游环境进一步优化。我国政府正在努力调整其接待机制，增加和改善接待设施，建立了计算机网络化预定系统，以及建立了广泛、高效、优质的旅游服务供应网络。

(1) New opportunities for the domestic market. First, government reform. The de-linking of affiliates and government departments is the stated direction of the reform, and such a large number of government guest houses will move to the market, providing material conditions for the development of economic hotels. Second, the rapid entry of private capital.

(2)国际市场带来的新机遇。世界旅游组织调研报告预测，“中国将在2020年成为世界第一旅游接待大国，届时到中国境内旅游的外国客人将超过1.37亿人次。”在未来的20年间，大批国际游客的拥人必将进一步促进中国旅游饭店业的飞速发展。

The World Tourism Organization study predicts that “China will become the world's largest tourist host country in 2020, when more than 137 million foreign visitors will travel to China.” In the next 20 years, a large number of international tourists will certainly contribute to the rapid development of the Chinese tourist hotel industry.

(3)酒店供给结构不合理带来的机遇。我国目前已经建成的酒店在数量结构上呈明显的“两头大，中间小”的不合理状态，即质量好、价格高的高星级酒店和质量次、价格低的社会旅馆数量大，质量与价格较适中的少。这一消费断层，给经济型酒店发展提供了大好机遇。

This is a consumption fault that offers great opportunities for economic hotel development.

(4)我国经济型酒店面临的威胁。

(4) Threats to economic hotels in our country.

①国际品牌纷纷抢占中国。当国内经济型酒店尚处于起步阶段时，外资酒店也看到了经济型酒店市场的商机，纷纷盯上了国内经济型酒店这块大蛋糕。2002年美国纽约美兴国际企业集团在沪设立了第一家“美兴”品牌的经济型酒店。国外中低档型酒店品牌的进入，直接冲击我国国内经济型酒店市场和经营格局。

As domestic economic hotels are still in the early stages, foreign hotels also see business opportunities in the economic hotel market, and are looking at the big cake of the domestic economic hotel. In 2002, the United States’ United States’ global conglomerate in New York City established the first economic hotel brand called “Beauty Hing.” The entry of low- and middle-level hotel brands from abroad is a direct shock to our domestic economic hotel market and business patterns.

②政府一些部门的行政干预。经济型酒店在国内酒店业发展中处于这样一个特殊的地位，由于中低档酒店的经济型酒店绝大多数是国有体制，小到日常经营、大到产权转移，很容易受到行政力量的干预，这对经济型酒店的健康发展可能会产生极大的负面影响。

Economic hotels are in such a special position in the development of the domestic hotel industry as economic hotels, which are mostly State-owned, run from day-to-day to property transfer, are vulnerable to executive intervention, which can have a significant negative impact on the healthy development of economic hotels.

3网络环境下的市场策略

Market strategies in a network environment

3.1采用订房系统+酒店网站的二元营销模式

3.1 Adoption of the binary marketing model of the booking system plus the hotel website

网络订房系统作为现阶段无投入、见效快的方式，应与酒店网站营销相结合，作为营销的有效补充。一方面，客户能通过订房系统很快找到酒店，等于在前期不用花费广告就实现了搜索引擎的功能。同时，又能登录酒店独立网站进一步了解更详细的信息，实现网络预订。这无疑是最经济最高效的模式。

On the one hand, the ability of a customer to find a hotel quickly through a booking system is equivalent to the use of a search engine without advertising in the period ahead. At the same time, it is possible to access the hotel’s independent website for more detailed information and for online bookings. This is undoubtedly the most cost-effective model.

3.2酒店独立网站建设可分阶段进行

3.2 Hotel independent website development could be phased in

在网站建设初期，应以在互联网创建一个宣传“窗口”，重点突出酒店的特色和优势，实现客户和酒店互动目的为主，而不能抱太大的“盈利”希望。那种认为网页一建成就有大量订房，马上收回投资的想法是不切实际的。如在国内主要的门户网站和搜索引擎上建立链接，才能保证点击率和访问人数，实现有效营销。

The idea of creating a “window” on the Internet that focuses on hotel characteristics and advantages, and achieves the purpose of interaction between customers and hotels, rather than holding too much “profit” hopes. It is unrealistic to think that the web page will have a large number of reservations as soon as it is completed and that the investment will be withdrawn immediately. For example, a link on the country’s main portal and search engine will ensure the number of hits and visitors and achieve effective marketing.

3.3进行全方位、多角度的网络营销渠道管理

3.3 Management of all-round and multi-dimensional web marketing channels