酒店微信营销策略研究

发布时间：2018-03-04 12:07

本文选题：酒店　切入点：微信　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着现代科学技术的不断发展,各种网络媒体顺势登上时代舞台,2011年1月,微信面世,它可以免费及时发送文字和图片、支持多人实时语音聊天,在历经短短几年的发展后,微信已深入到社会生活的各个领域。伴随着微信用户数量的不断增多,微信营销日益受到企业关注。面对这一日渐普及的新型营销模式,酒店经营者应该抓住商机,建立行之有效的微信营销体系。本文是在对网络营销和酒店微信营销相关理论梳理的基础上,一方面发放调查问卷,对酒店微信消费者行为习惯进行调查;另一方面,选取一定数量的酒店公众账号作为样本,对酒店微信营销现状进行探讨。问卷问题及答案的设定是基于前期对酒店微信用户和酒店经营者的访谈,通过发放调查问卷,深入了解酒店微信消费者的消费喜好及行为习惯;样本酒店公众账号的选取是遵循尽量涵盖各种酒店类型的原则,通过对样本酒店微信公众账号的分析,归纳出目前酒店微信营销过程中存在的问题,探讨目前酒店微信营销现状。调查问卷有两个部分组成:个人信息和消费者的微信公众账号使用习惯。个人信息部分包括:年龄、性别、受教育程度、职业和月收入水平;消费者的酒店微信公众号使用习惯部分包括:消费者喜欢的信息推送语言风格、能够接受的信息推送频率及数量、取消关注公众号的原因、是否会分享自己的消费体验、对感兴趣的产品是否会在线下单、出于哪种原因取消关注、喜欢使用微信的时间段及通过何种方式关注酒店微信公众账号等。对样本酒店公众账号的分析是从搜索界面状况,信息推送频率、数量,信息阅读量,微信互动情况及在线预订现状等多个角度进行的。将用户基本信息与微信公众账号使用习惯调查结果进行分析后,笔者又尝试性地将两者交叉分析,总结不同用户群体对应的消费习惯,为酒店经营者制定微信营销策略时提供一定的借鉴,也将是本文的一个创新点。将以上分析结果相结合,笔者认为酒店经营者主要应从两个方向着手进行微信营销,一是加强自身营销平台建设,具体策略为:加强公众号管理力度、提高自身服务质量、拓宽公众号宣传渠道、主动定位潜在客户、充分发挥微信预定与支付功能及重视用户互动体验;二是营销策略以客户需求为导向,应从以下几个方面着手:适度的推送频率、适宜的推送时间、符合用户需求的单次推量、用户能接受的推文风格、能吸引用户的推文内容及个性化的营销策略。
[Abstract]:With the continuous development of modern science and technology, all kinds of network media have stepped onto the stage of the times. In January 2011, WeChat was released. It can send free text and pictures in time to support real-time voice chat of many people. After a few short years of development, WeChat has gone deep into every field of social life. With the increasing number of WeChat users, WeChat marketing is attracting more and more attention from enterprises. In the face of this increasingly popular new marketing model, hotel operators should seize the business opportunities. On the basis of combing the related theories of network marketing and hotel WeChat marketing, on the one hand, the questionnaire is issued to investigate the behavior habits of hotel WeChat consumers; on the other hand, Selected a certain number of hotel public accounts as a sample to explore the status of hotel WeChat marketing. The questionnaire questions and answers are based on the previous interviews with hotel WeChat users and hotel operators through the distribution of questionnaires. Deeply understand the consumer preferences and behavior habits of the hotel WeChat consumers. The selection of sample hotel public accounts follows the principle of covering as many hotel types as possible, and through the analysis of the sample hotel WeChat public accounts, This paper sums up the problems existing in the process of hotel WeChat marketing and discusses the present situation of hotel WeChat marketing. The questionnaire consists of two parts: personal information and the usage habits of consumers' WeChat public accounts. Gender, education level, occupation and monthly income level; the usage habits of Official account in the hotel WeChat include: the language style that consumers like to push information, the frequency and quantity of information push that can be accepted, The reason for cancelling the focus on Official account, whether it will share its own consumption experience, whether the products of interest will be placed online, and for what reason, Like to use WeChat time and how to pay attention to the hotel WeChat public account, etc. The analysis of the sample hotel public account is from the search interface status, information push frequency, quantity, information reading, etc. After analyzing the basic information of users and the results of the survey on the usage habits of WeChat public accounts, the author tries to cross the two aspects. Summing up the corresponding consumption habits of different user groups, providing some reference for hotel operators to formulate WeChat marketing strategy, will also be an innovative point of this paper. The author thinks that the hotel operators should start from two directions to carry out WeChat marketing, one is to strengthen the construction of their own marketing platform, the specific strategies are: to strengthen Official account's management, to improve their own service quality, and to broaden the publicity channels of Official account. Actively locate potential customers, give full play to WeChat's function of booking and payment and attach importance to the interactive experience of users; second, marketing strategy is customer-demand-oriented and should start from the following aspects: moderate push frequency, appropriate push time, The single push according to the user's demand, the user can accept the tweet style, can attract the user's tweet content and the individualized marketing strategy.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F719.2

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