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酒店的网络营销职能有哪些呢?

jiudiandewangluoyingxiaozhinengyounaxiene


来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-25 11:22:59 查看次数:

酒店的网络营销职能有哪些呢?
1.网络品牌
    网络营销的重要任务之一是在互联网上建立并推广酒店的品牌,网络 营销为酒店利用互联网建立品牌形象提供了有利的条件,无论是知名酒店还是一般酒店都可以适合自己的方式展现品牌形象。知名酒店的旗下品牌可以在网上得以延伸和拓展,一般酒店则可以通过互联网快速树立品牌形象,并 提升酒店整体形象。网络品牌设计建立是以酒店网站建立设为基础,通过一系列的推广措施,使公众认知酒店并接受酒店的品牌。
2.网站推广
    一定的访问量是网站成功的基础,在互联网上推广网址,让客人熟知网址,是网络营销最基本的职能之一,是网络营销的基础工作。尤其对于一般酒店,由于经营资源的限制,发布新闻、投放广告、开展大规模促销活动等宣传机会比较少,因此通过互联网进行网站推广的意义显得更为重要。
3.信息发布
    网站是一种信息载体,通过网站发布信息是网络营销的基本职能之一。网络为酒店是发布信息创造了优越的条件,不仅可以将信息发布在酒店网站上,还可以利用各种网络营销工具和网络服务商的信息发布渠道向更大的范围传播信息。酒店网络营销的一个基本任务就是通过各种网络手段,将酒店营销信息以高效的手段向目标用户、合作伙伴、公众等群体传递。
4.销售促进
    网络营销的基本目的是为最终增加销售提供支持,各种网络营销方法大都直接或间接具有促进销售的效果,但促进销售并不限于促进网上销售,事实上,网络营销对于促进网下销售同样很有价值。
5.网上销售
    一个具有网上交易功能的酒店网站本身就是一个网上交易场所,网上销售是酒店销售渠道在网上的延伸,网上销售渠道建设也不限于网站本身,还包括建立在专业电子商务及与其他电子商务网站不同形式的合作等。
6.客人服务
    互联网提供了更加方便的在线客人服务手段,从形式是最简单的FAQ(常见问题解答),到邮件列表,以及BBS、MSN、聊天室等各种即时信息服务等。在线客人服务具有成本低、效率高的优点,在提高客人服务水平方面具有重要作用,也直接影响到网络营销的效果,因此在线客人服务成为网络营销的基本组成内容。
7.客户关系
    建立良好的客户关系是酒店创造和保持竞争优势的重要策略。网络营销为建立客人的关系、提高客人满意度和客人忠诚度提供了更为有效的手段,通过网站的交互性,客户参与等方式在开展客人服务的同时,也增进了客户关系。
8.网上调研
    酒店通过在线调查表或者电子邮件等方式,可以完成网上市场调研。网上调研具有调查周期短、低成本的特点,网上调研不仅为制定网络营销策略提供支持,也是整个市场研究活动的辅助手段之一,合理利用网上调研手段对于酒店营销工作具有重要价值。
    网络营销的职能是通过各种网络营销方法来实现的,网络营销的各个职能之间并非相互独立的,同一个职能可能需要多种网络营销方法的共同作用,而同一种网络营销方法也可能适用于多个网络营销职能。
What are the hotel's Internet marketing functions?
A. Network brand
    One important task of network marketing on the Internet and to promote the brand of hotel, network marketing, provide favorable conditions for the hotel to use the Internet to build brand image, whether it is well-known hotel or hotel can be a suitable way to show brand image. Well-known hotel brands in the online able to extend and expand the general hotel through the Internet, you can quickly establish a brand image and enhance the overall image of the hotel. Network brand building is the hotel websites Make the basis of public awareness through a series of promotional measures, Hotels and accept the hotel brand.
(2) Website Promotion
    Access the website of the foundation of success, to promote the web site on the Internet, allowing guests to the well-known Web site, network marketing, one of the most basic function is the basis of network marketing. Especially for the average hotel, due to the limitations of management resources, news, advertising, and large-scale promotional activities, less promotional opportunities through the Internet site to promote the significance of the more important.
(3) information dissemination
    The site is an information carrier, through the website information is one of the basic functions of network marketing. Network for the hotel to release information to create favorable conditions not only information on the hotel website can also use various network marketing tools and network service providers, information dissemination channels to disseminate information to a larger scale. A basic task of the hotel Internet marketing is by means of a variety of network, the hotel marketing information in an efficient means to target users, partners, public and other groups to pass.
(4) sales promotion
    Network marketing, the basic aim is to ultimately increase sales, provide support to the various Internet marketing methods mostly to promote the sale of the effect, directly or indirectly, to promote sales are not limited to the promotion of online sales, network marketing to promote offline sales the same valuable.
5 online sales
    A website with online transaction capabilities hotel itself is an online trading sites, online marketing is the online extension of the hotel sales channels, online sales channels is not limited to the site itself, including the establishment of professional e-commerce and other e-commerce website forms of cooperation.
6 guests
    The Internet provides a more convenient on-line guest service means, from the form is the most simple FAQ (Frequently Asked Questions) to mailing list, BBS, MSN, chat rooms and other instant messaging services. The online guest service has the advantages of low cost, high efficiency, has an important role in improving the level of guest service, a direct impact on the effect of network marketing, online guest services as the basic building blocks of the content of network marketing.
7 Customer Relationship
    To establish a good customer relationship is an important strategy for hotels to create and maintain competitive advantage. The network provides a more effective means of marketing to establish the relationship of the guests, increase guest satisfaction and guest loyalty, interactive, customer participation through the site while conducting guest services, but also enhance customer relations.
8 online research
    Hotel through an online survey or e-mail, you can complete the online market research. Online research survey cycle is short, low cost, online research not only provides support for the development of network marketing strategy, but also one of the auxiliary means of market research activities, rational use of online research tool of great value for hotel marketing.
    The functions of network marketing, network marketing through various Internet marketing methods to achieve various functions are not mutually independent, the same functions may need a variety of online marketing methods together with a network marketing approach may be applicable in the functions of multiple network 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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