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和酒店网络营销相关的策略有哪几个?

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-29 14:49:42 查看次数:

和酒店网络营销相关的策略有哪几个?
1.产品策略
    在酒店网络营销中,客人只能通过酒店的网页来了解客房、餐饮等就是产品,从而作出预订决策。因此做好酒店网页设计和构建虚拟产品是酒店产品策略的关键。
   (1)网页设计
    前面已介绍了酒店网页设计的要求。总的来说,无论采取哪种形式的网页设计,必须要能够吸引客人。
   (2)虚拟产品
    酒店可以利用网络技术,构建虚拟产品,帮助客人在购买前能了解产品,并对产品提出自己的要求。例如,酒店在网站上推出虚拟客房,让客人在预订前,通过登录网站进行模拟参观。网站通过画面、声音依次为客人呈现客房全景、窗外景色、家具设备、房顶装饰、地毯花纹等,并介绍服务项目。如果客人满意,就可以进行预订;如果觉得某些方面还不尽如人意,则可把要求提交网站,酒店将根据要求进行调整,并邀客人再次参加,尽可能满足客人的需求。
2.价格策略
    如前所述,网络营销能降低酒店的相关成本,酒店可以给予网上预订的客人以更优惠的价格。同时,网站应建立房价自动调节系统,按照旅游的淡旺季、市场供需情况、其他酒店的价格变动等情况,进行价格调整,并且定期提供优惠、折扣等,以吸引客人。酒店应该充分利用网络营销具有的交互式特点,和客人一起“商议”合理的价格。客人在预定时,可以提交能够接受的价格范围,以及所需客房的楼层、朝向等资料,酒店根据这些资料为其确定相应的客房。如果客人需要预订是一个价格不超过250美元位于四楼的标准间,但酒店只能提供一间位于四楼可价格是260美元的标准间。此时,酒店可以和客人进行协商,让其做出选择,并向客人做出承诺,下次入住时可享受更优惠的价格。这样,客人就可能比较主动地做出购买决策。
3.渠道策略
    酒店网络营销的渠道策略,重点是建立会员网络,为会员提供信息和优惠的产品。酒店可以把入住的客人联系起来,组成会员网络。透过网络平台,促进会员的联系和交流,培养客人对酒店的忠诚度。例如在客人离店后,通过E-mail询问其对酒店客房的意见;在节假日,通过E-mail向会员发送精致的贺卡,在新产品上市前,通过E-mail通知会员,并征求意见。
4.促销策略
    网站只有大量的访问者访问,才有可能提升网上的销售额,因此酒店网络营销的促销关键是对网站的促销,提高其点击率和浏览率。当前,对网络的促销,方法众多,酒店可以根据具体情况,选择合适的方法进行促销。
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.

 

 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.rhtimes.com 作者:先锋)


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