中国酒店网络团购营销模式研究

发布时间：2018-04-23 02:30

本文选题：酒店网络团购 + 营销模式　；参考：《广州大学》2013年硕士论文

【摘要】：2011年1月,去哪儿网成功开辟了酒店网络板块,正式拉开了酒店网络团购这一新的营销模式在中国的发展序幕。随后,各大代理网站及团购网站纷纷开辟酒店网络团购板块,进军这一空间。由于市场需求巨大,酒店网络团购迅速成为消费者购买酒店产品的一个重要路径,参与的酒店和消费者数量日渐增长。然后,在一派繁荣景象的背后,中国酒店网络团购营销模式也存在着诸多突出问题,发现并解决这些问题,是其获得可持续发展的关键。本文共分六章：第一章绪论,主要介绍研究的背景、目的、意义、内容及方法；第二章概念界定与研究综述,在系统回顾和梳理国内外学者相关研究成果的基础上,界定了网络营销、酒店网络营销、网络团购和酒店网络团购等重要概念；第三章原理阐述,借助网络营销的理论基础——4C理论,阐释了网络销售渠道的发展历程和分类、酒店网络团购的特点及其在酒店运营中所起的作用；第四章资料获取与梳理,主要交代笔者对酒店从业人员和团购网站工作人员进行深度访谈、对消费者开展问卷调查的过程,以及从中所获取的资料及其梳理结果；第五章发展分析,阐述了中国酒店网络团购营销模式的发展历程,开展了对酒店网络团购的SWTO分析,并通过对第四章所获资料的深入剖析,揭示了中国酒店网络团购营销模式目前存在的6个突出问题,有针对性地提出了今后的5条发展构想；第六章,结论、收获与不足,得出本文研究结论,总结研究收获,指出研究中的不足。本文研究建立在理论与实际有机结合的基础之上,所提出的酒店网络团购营销模式发展策略对今后国内网站开展酒店网络团购和酒店参与酒店网络团购都将起到积极的作用,对酒店行业的良性运营有一定的实用价值,同时亦有助于酒店网络团购营销模式的规范和优化,从而促进这一新型酒店营销模式在中国的健康、持续发展。
[Abstract]:In January 2011, the hotel network section was successfully opened up, which officially opened the prelude of the new marketing model of hotel network group purchase in China. Subsequently, each major agency website and group purchase website one after another open up hotel network group purchase plate, enter this one space. Because of the huge market demand, the hotel network group purchase has become an important way for consumers to buy hotel products, and the number of hotels and consumers is increasing day by day. Then, behind the prosperous scene, there are many outstanding problems in the marketing mode of Chinese hotel network group purchase. Finding and solving these problems is the key to its sustainable development. This paper is divided into six chapters: the first chapter introduces the background, purpose, significance, content and methods of the research, the second chapter defines the concept and summarizes the research, on the basis of reviewing and combing the related research results of domestic and foreign scholars. This paper defines the important concepts of network marketing, hotel network marketing, network group purchase and hotel network group purchase, and explains the development course and classification of network sales channel with the help of 4C theory, the theoretical foundation of network marketing. The characteristics of hotel network group purchase and its role in the hotel operation; chapter IV data acquisition and combing, mainly explain the author of the hotel practitioners and group purchase website staff in-depth interviews, the process of conducting a questionnaire survey on consumers, The fifth chapter analyzes the development of China hotel network group purchase marketing model, and carries out the SWTO analysis of hotel network group purchase. Through the in-depth analysis of the data obtained in Chapter 4, this paper reveals the six outstanding problems existing in the marketing mode of China Hotel Network Group purchase at present, and puts forward five development ideas for the future. Chapter VI, conclusion, harvest and deficiency, Draw the conclusion of this study, summarize the research harvest, point out the deficiencies in the research. Based on the combination of theory and practice, this paper puts forward the development strategy of hotel network group purchase marketing model, which will play a positive role in developing hotel network group purchase and hotel participating in hotel network group purchase in the future. It has certain practical value to the benign operation of hotel industry, and also helps to standardize and optimize the hotel network group purchase marketing mode, thus promoting the healthy and sustainable development of this new hotel marketing mode in China.
【学位授予单位】：广州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719;F724.6

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