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和酒店網絡營銷相關的策略有哪幾個?

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來源:【人和時代·中國】酒店vi設計公司 發布時間:2012-06-29 15:57:17 查看次數:

和酒店網絡營銷相關的策略有哪幾個?
1.產品策略
    在酒店網絡營銷中,客人只能通過酒店的網頁來了解客房、餐飲等就是產品,從而作出預訂決策。因此做好網頁的設計和構建虛擬產品是酒店產品策略的關鍵。
   (1)網頁設計
    前面已介紹了酒店網頁設計的要求。總的來說,無論采取哪種形式的網頁設計,必須要能夠吸引客人。
   (2)虛擬產品
    酒店可以利用網絡技術,構建虛擬產品,幫助客人在購買前能了解產品,并對產品提出自己的要求。例如,酒店在網站上推出虛擬客房,讓客人在預訂前,通過登錄網站進行模擬參觀。網站通過畫面、聲音依次為客人呈現客房全景、窗外景色、家具設備、房頂裝飾、地毯花紋等,并介紹服務項目。如果客人滿意,就可以進行預訂;如果覺得某些方面還不盡如人意,則可把要求提交網站,酒店將根據要求進行調整,并邀客人再次參加,盡可能滿足客人的需求。
2.價格策略
    如前所述,網絡營銷能降低酒店的相關成本,酒店可以給予網上預訂的客人以更優惠的價格。同時,網站應建立房價自動調節系統,按照旅游的淡旺季、市場供需情況、其他酒店的價格變動等情況,進行價格調整,并且定期提供優惠、折扣等,以吸引客人。酒店應該充分利用網絡營銷具有的交互式特點,和客人一起“商議”合理的價格。客人在預定時,可以提交能夠接受的價格范圍,以及所需客房的樓層、朝向等資料,酒店根據這些資料為其確定相應的客房。如果客人需要預訂是一個價格不超過250美元位于四樓的標準間,但酒店只能提供一間位于四樓可價格是260美元的標準間。此時,酒店可以和客人進行協商,讓其做出選擇,并向客人做出承諾,下次入住時可享受更優惠的價格。這樣,客人就可能比較主動地做出購買決策。
3.渠道策略
    酒店網絡營銷的渠道策略,重點是建立會員網絡,為會員提供信息和優惠的產品。酒店可以把入住的客人聯系起來,組成會員網絡。透過網絡平臺,促進會員的聯系和交流,培養客人對酒店的忠誠度。例如在客人離店后,通過E-mail詢問其對酒店客房的意見;在節假日,通過E-mail向會員發送精致的賀卡,在新產品上市前,通過E-mail通知會員,并征求意見。
4.促銷策略
    網站只有大量的訪問者訪問,才有可能提升網上的銷售額,因此酒店網絡營銷的促銷關鍵是對網站的促銷,提高其點擊率和瀏覽率。當前,對網絡的促銷,方法眾多,酒店可以根據具體情況,選擇合適的方法進行促銷。
And Hotel Internet marketing strategy where a few?
(1) product strategy
    In hotel Internet marketing, guests can only through the hotel website to learn about the rooms, catering and other products to make a booking decision. Therefore, a good web page design and build the virtual product is the key of the hotel product strategy.
   (1) web design
    In front of the hotel web design requirements. Overall, No matter what form of web design must be able to attract guests.
   (2) virtual
    The hotel can take advantage of network technology to build virtual product to help customers understand the product before buying, and make their own requests. For example, the hotel on the site launched virtual rooms, allows guests to to simulate visit by logging onto the site before booking. Site followed by the picture and sound rendering panoramic rooms, the scenery outside the window, furniture, equipment, roof decoration, carpet patterns, such as guests, and describes the service project. If the guests are satisfied, you can make a reservation; If you feel that certain aspects are still not satisfactory, can be submitted to the site, the hotel will be adjusted as required, and invited guests to participate again, as far as possible to meet the needs of guests.
(2) pricing strategy
    As mentioned earlier, network marketing can reduce the associated costs of the hotel, hotel online booking guests can give a more favorable price. The same time, the site should be established prices automatically adjust the system in accordance with the peak seasons of tourism, the market supply and demand situation, the changes in the prices of other hotels, etc., price adjustment, and regularly offers, discounts, etc., in order to attract guests. The hotel should make full use of the interactive features of network marketing, and guests to "negotiate" reasonable prices. At time of booking, guests can submit information acceptable to the price range, and required room floor, orientation, and the hotel its the basis of these data to determine the appropriate rooms. If guests need to book a price no more than 250 U.S. dollars in the fourth floor of standard rooms, but the hotel can only provide a fourth floor price is $ 260 standard rooms. At this point, the hotel and guests consultations allowed to make a choice to the guests make a commitment next stay to enjoy a more favorable price. In this way, guests may take the initiative to make a purchase decision.
3 channel strategy
    The hotel network marketing channel strategy, the focus is to establish a membership network, and provides members with information and offers products. Hotel Guests can link up, composed of members of the network. Through the network platform to promote contacts and exchanges of members, to cultivate the loyalty of the guests of the hotel. Asked their opinions on the hotel after guests check, for example, via E-mail; on holidays, fine greeting cards sent to members via E-mail, before the new products to market, via E-mail notice to members and to solicit comments.
(4) promotion strategy
    Site visit only a large number of visitors, will it be possible to increase online sales, so the key to the hotel Internet marketing promotion site promotion, improve click-through rate and hit rate. At present, network marketing, many methods, the hotel can choose the appropriate method depending on the circumstances, in their marketing.

 

(版權所有:轉載請注明來源于【人和時代·中國】 http://www.dhcijm.tw 作者:先鋒)


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