酒店微信公众号营销效果评价研究

发布时间：2018-01-15 22:23

本文关键词：酒店微信公众号营销效果评价研究　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,受益于网络环境的日益完善、移动终端设备的不断升级,移动互联网发展迅猛,使用移动网络的用户数量不断增加,从而极大地影响和改变了当前社会的生活形态。微信由于其海量的用户、日益完善的功能,成为当前移动互联网时代重要的平台媒介,微信公众号的营销价值受到社会的普遍认可,酒店行业开展微信公众号营销成为趋势,酒店开展微信公众号营销有利于酒店挖掘潜在客户、加强与消费者的互动、培育客户忠诚度、强化酒店营销管理、提升企业盈利等,但目前我国酒店行业微信公众号营销效果良莠不齐,酒店微信公众号营销效果评价缺乏科学的评价标准,既不利于酒店及时对微信公众号营销效果进行监管,发现营销问题,也不利于酒店行业间的比较,阻碍了酒店行业微信公众号营销效果提升。因此,酒店微信公众号营销效果评价具有充分的研究意义。本文采用文献研究法对网络营销理论、社会化媒体理论研究、酒店微信公众号营销实践进行研究,并运用社会调研法识别出酒店微信公众号营销效果影响因素,在此基础上综合运用社会调研法、层次分析法等统计分析方法构建出酒店微信公众号营销效果评价指标体系和测算公式,并通过案例分析法,选取厦门市3家酒店,运用本文的评价指标体系对其微信公众号营销效果加以分析,发现酒店微信公众号营销存在的问题,最后从酒店微信公众号营销结构体系出发,针对酒店微信公众号营销存在的问题提出提升策略。本文的研究旨在丰富酒店微信公众号营销效果评价的研究,为酒店微信公众号营销效果评价提供科学、实用的评价标准和方法,并通过评价标准的运用发现酒店微信公众号营销存在的问题,进而提出有针对性的提升策略,促进酒店行业微信公众号营销效果的提升。
[Abstract]:In recent years, with the increasing improvement of network environment, the continuous upgrading of mobile terminal equipment, the rapid development of mobile Internet, the number of users using mobile network is increasing. As a result, WeChat has greatly affected and changed the life form of the current society. WeChat has become an important platform medium in the current mobile Internet era because of its massive users and increasingly perfect functions. The marketing value of WeChat public number is generally recognized by the society, the hotel industry to carry out WeChat public number marketing has become a trend, hotel WeChat public number marketing is conducive to the exploration of potential customers. Strengthen the interaction with consumers, cultivate customer loyalty, strengthen hotel marketing management, enhance corporate profits, but the current hotel industry WeChat public number marketing results are mixed. Hotel WeChat Official account marketing effect evaluation lacks of scientific evaluation standard, which is not conducive to timely supervision of hotel WeChat Official account marketing effect, found marketing problems, but also not conducive to the hotel industry comparison. Therefore, the evaluation of hotel WeChat Official account marketing effect has full research significance. This paper uses literature research method to study the theory of online marketing. Social media theory research, hotel WeChat public number marketing practice research, and the use of social research method to identify the hotel WeChat public number marketing effect factors, on the basis of comprehensive use of social research. Analytic hierarchy process and other statistical analysis methods to build the hotel WeChat Official account marketing effectiveness evaluation index system and calculation formula, and through the case analysis, select three hotels in Xiamen. Using the evaluation index system of this paper to analyze the effect of WeChat Official account marketing, find the hotel WeChat Official account marketing problems, and finally from the hotel WeChat Official account marketing structure system. This paper aims to enrich the research on the evaluation of the effect of the hotel WeChat public number marketing, and provide a scientific evaluation of the public number marketing effect of the hotel WeChat public number marketing. Practical evaluation standards and methods, and through the use of evaluation criteria to find the hotel WeChat public number marketing problems, and then put forward targeted promotion strategy. To promote the hotel industry WeChat Official account marketing results.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

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