基于海南酒店行业网络营销效能评价指标研究

发布时间：2018-02-10 17:21

本文关键词： 网络营销酒店业营销策略　出处：《海南大学》2012年硕士论文　论文类型：学位论文

【摘要】：网络营销因为互联网产业的发展成为一个不可小觑的新型营销形式。现如今,无论是单体酒店还是快捷宾馆,集团酒店还是国际连锁酒店,要想在在激烈的市场竞争中脱颖而出,网络营销策略是其必须凭借的手段之一。酒店行业如果有效的运用网络营销效能评价,酒店所制订的网络营销策略,才可能在如今飞速增长、纷繁复杂的经济环境下为酒店的经营和长期的发展带来积极影响。论文写作中参阅了市场营销和管理学的相关理论,搜集了大量海南酒店行业的信息,在分析海南酒店行业经营现状的基础上,介绍了海南酒店行业的网络营销效能。为了在激烈的市场中占有一席之地,树立海南旅游的王牌效应,在结合理论铺垫和前期分析的基础上,提出了海南酒店行业目前实施网络营销存在的问题。同时,论文还提出了改进措施,以便更好的服务于海南酒店行业的发展。根据我们的了解,海南酒店行业的网络营销目前处于起步阶段,我们要认识到网络营销给海南酒店业注入了新的活力。充分发挥网络营销的有利条件,并依靠海南当地的旅游业基础,让海南的旅游业在网络的世界里同样蓬勃发展。
[Abstract]:Internet marketing has become a new form of marketing because of the development of the Internet industry. Nowadays, whether it is a single hotel or a fast hotel, a group hotel or an international hotel chain, In order to stand out in the fierce market competition, network marketing strategy is one of the means it must rely on. Only now can the rapid growth, complex economic environment for the hotel management and long-term development has a positive impact. In this paper, we refer to the theories of marketing and management, collect a lot of information about Hainan hotel industry, and analyze the present situation of Hainan hotel industry. This paper introduces the network marketing efficiency of Hainan hotel industry. In order to have a place in the fierce market and set up the trump card effect of Hainan tourism, the paper combines the theory and the preliminary analysis. At the same time, the paper puts forward the improvement measures to better serve the development of Hainan hotel industry. According to our understanding, the network marketing of Hainan hotel industry is in its infancy at present. We should realize that network marketing has injected new vitality into Hainan hotel industry and give full play to the favorable conditions of network marketing. Relying on Hainan's local tourism base, Hainan's tourism industry is also thriving in the online world.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F724.6;F274

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