基于网站内容的酒店网络营销研究——以xx四家高星级国际品牌酒店为例
摘 要
目前，国内在线旅游预订市场蓬勃发展，酒店管理者希望通过网络营销拓展客源市场。但多数酒店的网站营销能力薄弱，难以满足顾客的需求。如何构建优质的营销型网站，成为众多酒店亟待解决的课题。本文取样大连市四家国际品牌高星级酒店，通过内容分析法构建酒店营销型网站评价因子体系，以网站内容为出发点和落脚点，从顾客需求、市场营销、技术支持三个维度分析酒店网站营销绩效，并提出酒店基于网站内容的网络营销策略。
关键词:酒店 网站内容 网络营销 内容分析法
ABSTRACT
With the prosperity of the online travelling in China nowadays, the operators of hotels hope to expand the tourist market by marketing themselves through the network. Since the underdeveloped marketing capability of most hotel websites has made it difficult to satisfy the requirements of customers, it has become an urgent task to build a marketing website of high quality. The paper aims to establish an evaluation system of hotel on-line marketing ,with four high-star international hotels in Dalian as a sample. Content analysis is used to evaluate the sample websites, as the content of websites to be the core. It has three aspects including customer, marketing and technology. Finally, the marketing strategies of improving the website are provided.
Key words: hotel；the content of websites；on-line marketing；content analysis
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