单体酒店在“80后”市场中的网络营销策略

doi:10.3863/j.issn.1674-5094.2011.06.016

西南石油大学学报(社会科学版) ›› 2011, Vol. 13 ›› Issue (6): 81-84.DOI: 10.3863/j.issn.1674-5094.2011.06.016

单体酒店在“80后”市场中的网络营销策略

李艳平蒲湘玲

四川师范大学历史文化与旅游学院，四川成都 610068

收稿日期:1900-01-01 修回日期:1900-01-01 出版日期:2011-11-20

ONLINE MARKETING STRATEGIES OF SINGLE HOTEL AIMING AT THE 1980S GENERATION

LI Yan-ping PU Xiang-ling

College of Historical Culture and Tourism，Sichuan Normal University，Chengdu 610068，China

Received:1900-01-01 Revised:1900-01-01 Online:2011-11-20

摘要/Abstract

摘要： “80后”消费群体将逐渐成为我国酒店市场的潜在力量，酒店及其产品必须经过重重考验才能最终被他们所接受。通过对“80后”消费特征的认识，针对单体酒店在网络营销中存在的网络营销观念和意识比较淡薄和落后、网络营销能力有限、网站设计技术落后、网络安全受质疑等问题，提出：我国单体酒店应准确定位目标市场，设计个性产品；建立有效的在线直销系统；开展网络互动、体验营销以及通过“众包”加强酒店网络营销队伍建设和市场营销力度。

关键词: 单体酒店, “80后”, 网络营销策略, 直销, 在线直销系统

Abstract: The consumer group of the 1980s generation will gradually become the potential of the hotel market，and the hotels and their products must undergo numerous tests before they are accepted by the 1980s generation who has their own consumption characteristics.Single hotels have problems in their marketing via the Internet.There is still room for improvement in their concept and awareness of and their capacity for online marketing，and their web design and Internet security.The author brings forward that single hotels should first relocate their target market and provide personalized products.An effective online direct marketing system should be established so as to promote internet interaction and experiential marketing.Emphasis should also put on the construction of online marketing team through crowdsourcing.

Key words: single hotel, the 1980s generation, online marketing strategy, direct marketing, online direct marketing system

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