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On hotel marketing strategy under the background of "internet plus" 1 Abstract: With the rapid economic development in China and the information technology revolution represented by "internet plus", Internet marketing has become the development trend of hotel marketing in China. How to deeply understand and apply network marketing and use modern information technology to improve the marketing level of hotels is an important topic in the development of hotel industry in China. This paper takes the marketing strategy of Ibis Hotel as the research object, points out the existing problems of the hotel's network marketing strategy through in-depth analysis and demonstration, and puts forward targeted improvement countermeasures.
Keywords: internet plus; Ibis Hotel; market strategy
With the sustained growth of China's economy and the rapid progress of Internet technology, "internet plus" has become a national strategy in recent years. Using information technology to deeply integrate the Internet with traditional industries and create a new development ecology will become the main direction of China's development and innovation in the future. In this context, the fast-growing hotel industry in China also faces new opportunities and challenges. The popularity of the Internet provides more channels and methods for the management of the hotel industry. The rise of e-commerce based on Internet platform has expanded the industry competition from offline to online, and Internet marketing has become an increasingly important marketing channel. As an important social and economic service industry, the hotel industry has also entered the era of network marketing. Applying the most advanced network technology, expanding marketing channels and strengthening marketing effects have become an important part of the marketing strategies of major brand hotels.
1, Ibis Hotel Overview and Marketing Strategy Analysis
Ibis Hotel Overview 1. 1
Ibis Hotel Chain is a budget hotel owned by Accor Hotels Group of France, and it is the fourth largest hotel chain in the world. Adhering to the concept of providing environmental protection, international quality and cost-effective service for tourists, the hotel has been widely favored by young customers since it entered China in 2004, and has established a good brand image and reputation, and entered a stage of rapid development. At present, Ibis has gradually expanded in the national market, with more than 14 stores in seven cities including Beijing, Shanghai and Tianjin. Ibis hotel is gradually strengthening management, improving the level of operation and construction, improving the capital operation ability, and striving to show stronger competitiveness in the future.
1.2 Current Situation of Marketing Strategy of Ibis Hotel
1.2. 1 Highlight the cost-effective price strategy.
First of all, Ibis Hotel has a unique room pricing strategy, which fully considers the psychological laws of customers. Flexible pricing in different periods and different standard rooms. For example, Ibis hotels generally have special rooms, which are flexibly arranged according to the time period and provide customers with a cost-effective consumption experience through technical arrangements. Secondly, the price of Ibis Hotel is also adjusted according to whether it participates in promotional activities in different regions, and the price is adjusted flexibly, and then pricing and price adjustment information is released through the Internet marketing platform to highlight the cost-effective advantage.
1.2.2 Focus on developing the channel strategy of online sales.
Ibis hotel mainly adopts the combination of online sales and offline sales in marketing channels. Online channels are mainly through Ibis website and third-party service platforms, such as Zhu Hua Hotel Exchange, Ctrip and Qunar.com. These platforms all have their own mobile apps, and Ibis Hotel has opened up new marketing channels with them, which has greatly improved the sales performance of the hotel.
1.2.3 Diversified promotion strategies
Ibis hotel relies on major online marketing platforms for promotion strategy. On the third-party service platform and its APP, Ibis Hotel adopts various promotion methods, and the most common one is giving away hotel coupons. For example, in Ctrip.com, every customer who books and pays the room rate will get an electronic coupon with a certain denomination, generally ranging from 30 yuan to 50 yuan. E-vouchers can be used for most hotel reservations on Ctrip. Secondly, on some group buying websites, Ibis Hotel also issued group buying coupons, so consumers can buy and enjoy the price concessions brought by group buying coupons. In addition, Ibis also pays attention to promotional activities in certain time periods, such as launching discounted rooms in the off-season of tourism.
2. Problems in the marketing strategy of Ibis Hotel
2. 1 The product concept and function are not outstanding enough.
Ibis Hotel, as a foreign brand, has its cultural concept rooted in modern European and American society. In order to stand out from the competition of many domestic budget hotels, it is more important to cultivate consumers' loyalty by using the brand culture concept besides accurately matching the target customer market through unique product design, but this is not prominent enough in hotel product construction. Hotel product information provided by Ibis website, Ctrip, Qunar and other third-party platforms. Com is limited, limited to room basic facilities, prices, room photos, etc. And it is difficult to convey its unique cultural concept to customers. On the other hand, there is a vacancy in the advertising investment of the third-party service platform, which has a negative impact on its product image building and further market expansion.
2.2 In the same type of hotels, the price competitiveness is not obvious.
Ibis pursues the strategy of reasonable price and further subdivides it at the level of reasonable price, which shows that Ibis has made accurate research on the target customer market. However, compared with 7-day, Home Inns and Pudding hotels, this pricing strategy does not show sufficient competitive advantage. Generally, the implementation of price strategy should consider three factors: cost, competitors and customers. Cost is the basis of price setting, competitors are the important basis for price adjustment, and customers are the ultimate support for price realization. Although the current price strategy of Ibis Hotel has been refined and flexible, compared with other hotels, it still does not show enough competitiveness.
2.3 network marketing channel construction is not enough
2.3. 1 is not perfect in search engine construction.
In the internet age, it is an important marketing strategy to establish the address link of the merchant's own website on the search engine. If the content related to the enterprise can be ranked in the front of the search results, or there are positive keyword tips in the search box, it will have a very positive significance for attracting customers to understand in depth and expanding the visibility of the hotel. At present, although Ibis has invested in search links, due to the inherent disadvantages of foreign brands in the domestic market, the current investment is far from enough to effectively put Ibis' good cultural concept and brand image in the minds of China consumers.
2.3.2 Mobile Internet marketing channel construction is not perfect.
Mobile Internet is a network system with smart phone as the main carrier, which integrates portability, personalization and various applications. In terms of mobile Internet marketing, Ibis Hotel is still in a relatively backward state. At present, it mainly relies on the promotion of Zhu Hua hotel communication APP, and lacks the construction of mobile phone application. Although the hotel has opened the official WeChat public platform, the maintenance work is not in place, which leads to the low frequency of publishing hotel news and preferential information on the public platform, which can not effectively play the advantages of social networks and effectively use the mobile Internet for marketing activities.
2.4 the promotion is not strong enough, and the form needs to be innovated.
Although Ibis Hotel has adopted a diversified online promotion method closely integrated with its platform, overall, the profit margin of the hotel's current pricing strategy is not high, and the changeable price space is not large enough. Therefore, its promotion is far from enough compared with competitors. In addition, the online channel of Ibis Hotel relies too much on the third-party platform, and the promotion form needs to be innovated. At present, the passive promotion activities carried out by hotels account for most of all the promotion activities, and the promotion effect is not ideal depending on the organization of third-party service platforms such as China Hotel Exchange, Ctrip and E Long.
3. Countermeasures to improve the marketing strategy of Ibis Hotel.
3. 1 Highlight the concept and characteristics of products in Internet marketing.
Ibis Hotel should closely combine the development characteristics of the Internet and effectively convey the cultural concept and characteristics of the hotel. Hotels can start from two aspects. First, the construction of offline hotel rooms and the improvement of hotel services, offline product entities are the basis of online publicity. The rooms of Ibis Hotel should reflect the differentiation and characteristics of Ibis. The second is the richness and details of online publicity. In the publicity channels such as websites, third-party platforms, mobile device apps, etc., it is necessary to enrich the introduction of products, and through more detailed picture display, the concepts and characteristics of products can be more effectively conveyed.
3.2 Adopt a competitive price strategy
Ibis hotel should consider the influence of many factors and comprehensively use the following three pricing strategies to improve the price competitiveness of the hotel: first, cost pricing, which is a shrinking pricing strategy, mainly based on the cost of room construction and operation; The second is market pricing, which is based on the general price of hotels of the same type in the market. Market pricing is the pricing strategy adopted by most hotels at present, which mainly considers the factors of competitors and belongs to a passive pricing strategy. Thirdly, demand pricing is an active pricing strategy based on brand positioning, which successfully combines the psychological needs of target customers with the brand positioning of products, and sets prices that meet customers' expectations for hotel grades and service experience. Ibis hotel can refer to the prices of domestic influential brands, highlight the differentiated competitive advantage, and have richer and more distinctive services at the same price; The same service level, the price is lower. Through product construction, brand building, relying on a good brand image, increase customer loyalty, and finally meet the requirements of demand pricing.
3.3 Improve the construction of online marketing channels
3.3. 1 Optimize search engines, rationally use the rules of current cooperative search engines, and improve the ranking of websites and important cooperative websites by increasing investment and technical design. Ibis hotel can choose to establish cooperative relations with search engine operators with high level and standardized operation in the industry, which can not only promote top brands and websites, but also establish keyword search and register keywords, such as Ibis, International Quality and Environmental Protection Hotel. It can also register words related to activities according to the recent marketing promotion plan, and effectively enhance Ibis' Internet through keyword strategy.
3.3.2 Establish and improve mobile Internet marketing channels. At present, social networks such as WeChat and Weibo are increasingly influential among hotel customers. Ibis Hotel should improve the construction of WeChat platform, make it an important marketing platform and highlight the core advantages of the hotel. The public platform should be operated by special personnel, update push information in time, establish customer information feedback channels, strengthen user experience and strengthen interaction. Ibis can also try to develop its own brand-specific APP. It is a higher-level marketing platform, which is conducive to the timely push of information, the construction of brand image and the promotion of popularity. Mobile Internet marketing is an important choice for hotels.
3.4 Increase the promotion efforts and enrich the promotion forms.
The product promotion of Ibis Hotel should be combined with the promotion of price and channel. We can strengthen price reduction and promotion. First, it can enrich the forms of price reduction. In addition to the hotel vouchers, coupons and group purchase vouchers mentioned above, you can also add mature forms such as point system and membership discount. At present, the latter two forms are not displayed on the website or on the third-party service platform. We can strengthen the use of these two forms after building a perfect website and establishing an independent Ibis hotel APP. Through the use of points, membership and other forms that are closely integrated with the brand and easy to cultivate brand loyalty, we will build a long-term mechanism to enhance sales promotion and expand the coverage and publicity effect of sales promotion.
4. Conclusion
For the hotel industry, the use of online marketing is a great development and progress. Under the background of "internet plus", hoteliers can accurately grasp customers' needs, expand marketing coverage and enrich marketing methods and strategies. Network marketing is increasingly becoming the mainstream marketing model. The hotel industry in China should actively explore and upgrade the network marketing strategy, and provide help for enterprises to achieve longer-term development.
References:
[1] Yu Chunling. Comparative analysis of hotel management modes at home and abroad [D]. Changchun: Jilin University, 2005.
[2] Feng Yingjian. Foundation and practice of network marketing [M]. Beijing. Tsinghua University Publishing House, 2002.
[3] money, business. Network marketing [M]. Beijing: Higher Education Press, 2000.
[4] Yan Jin. On 20 14 China hotel industry development trend and management countermeasures [J]. Journal of Shanxi Institute of Finance and Taxation, 20 13, (6): 62-64.
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[6] Tang Chao, Zhao Na. Study on the Development and Strategy of Star Hotels in China [J]. Manager, 20 13, (15).
Research on Hotel Marketing Strategy under the Background of "internet plus" (Ⅱ): Market Analysis
The customers of this hotel are mainly government agencies and institutions, but some of them are private consumption, which requires the hotel to take into account the interests of private consumers on the basis of improving the grade, because they are word-of-mouth propagandists.
Second, the marketing plan
1. The catering department has launched a special buffet of xx, with the price ranging from RMB X to RMB X per person (excluding drinks), which can be accompanied with fruit juice. The price of drinks can be changed flexibly according to the actual situation of the hotel (but according to the cost and profit).
2. During the xx Festival, the entertainment department can enjoy a 30% discount on private rooms when spending in entertainment KTV with valid certificates (ID card, driver's license) on the birthday of xx (the time is set to xx, xx, XX).
3. If the suffix of the same mobile phone number is xx, you can enjoy a 30% discount in the hotel KTV consumption private room with valid documents, and the accommodation can also be given a discount according to the hotel agreement price.
4. The activity period is set on X-X day of the lunar calendar.
Three. Programme of activities
1. Print some leaflets, with the activity plan as the main content.
2. Make a spray painting in the lobby to increase visual publicity, or try mobile phone publicity. The public audience is mainly the old customers and agreement units of the hotel, which mainly introduces the latest activities of the hotel.
3. Restaurants and entertainment places in each business place can give fruit bowls or homemade moon cakes according to the number and number of customers.
4. All business departments should take the initiative to introduce Mid-Autumn Festival activities to customers. Let customers know that it may be lucky to spend money in hotels in the Mid-Autumn Festival next year.
5. The hall is properly arranged, not luxurious, as long as it reflects the feeling of xx Festival and puts some elegant music to increase the festive atmosphere.
Four. moving target
The purpose of xx Festival activities is to promote hotels while increasing income, and to form consumption awareness in advance for xx Festival publicity. Let more consumers know about the hotel, and finally find our quality customers through activities.
On the Hotel Marketing Strategy under the Background of "internet plus" Chapter III The first problem of hotel management today is the hotel demand. Hotel marketing can also be said to be a management science that studies market demand. Its task is to manage the demand of the tourism market. In order to better achieve the hotel's business objectives. So what is the market today?
(A) the negative demand situation and distorted marketing. Negative demand means that guests don't like or dislike a hotel and deliberately avoid buying the products of the hotel. For example, two guests in a hotel were murdered in the store, and for a long time, the guests were reluctant to go to this hotel for consumption. Another example: the former HSBC Hotel, which was destroyed by an electrical fire, is now renamed Hart Business Hotel. After reopening, there are still few guests, and it is said that it will close again. This kind of negative demand is really too bad. In this case, the hotel manager should analyze the reasons why the guests don't like it. Improve the quality of service and reshape the hotel image with powerful promotion means. At this time, the marketing task of the hotel is reverse marketing. Turn people's resistance. Turn negative demand (no demand) into positive demand.
(b) there is no need to sum up and stimulate marketing. The absence of demand means that the market is indifferent and uninterested in hotel products. For example, a newly-built hotel has few customers because the guests don't know about it. In this case, the hotel must try to make consumers interested in it. Stimulating demand turns no demand into stimulating marketing when there is demand. For example, some big hotels use 50% discount before opening to attract consumers and stimulate their understanding.
(3) Potential demand and development and marketing. Potential demand: refers to the customer's inability to meet the existing production or service in the market. Or hidden needs. For example, some wage earners yearn for and fear high-end hotels. In view of this situation, hotels should understand this market demand and develop appropriate products and services to meet this demand. For example, "Five-star Great Wall Hotel in Beijing" launched the development and marketing strategy for the working class nationwide for the first time. Five (55555) buffet services were launched. Let the working class enjoy it once in a five-star hotel without spending a few dollars. The "Five Five-Year Plan" refers to: adult 50 yuan, one vote, 50 kinds of dishes, 50% off drinks and 50% off five-star service for children. Great Wall Hotel's martial arts service was very popular after it was launched.
Declining demand and restorative marketing. If any hotel keeps the dishes and tastes unchanged for a long time, there will inevitably be a situation of large demand (fewer patrons). For example, people are no longer willing to eat Cantonese food, and you still sell Cantonese food mainly. Who wants to eat it? Therefore, if restaurants want to restore their previous market share, they must constantly innovate their products and services.
. For example, a hotel in Beijing offers a Christmas dinner every year. Because the interest of guests has faded this year, customers have decreased year by year. Later, some hotel executives proposed to develop new sales hotspots. Valentine's Day packages and Valentine's Day gifts will be launched on February 14. Innovative products such as couples' parties are advertised in newspapers. As a result, the turnover greatly exceeded the Christmas dinner. Marketing is used well, not afraid of the decline in hotel demand.
(E) irregular demand, synchronous marketing. The off-season of the hotel is obvious, and the demand of guests is irregular, with the peak in April, May and September 10. 65438+February 65438+1October is the off-season (off-season), and hotel managers must make adjustments by means of flexible prices. The relationship between supply and demand implements a marketing plan that is synchronized with the irregular off-season. (For example, off-season prices and peak season prices are implemented; Stay in winter and eat in summer)
(6) Transitional demand and compressed marketing. In the season of many guests. There is often a phenomenon that the hotel reception level is not high and it is too busy. In this case, the hotel's ultra-negative operation will greatly reduce the service quality, so it is necessary to raise the price. Reduce demand by means of reducing sales promotion, etc. or continuously make customers reduce demand.
(7) Unhealthy demand. For example, some guests prefer ladies and gentlemen, and services such as gambling and drug abuse. Hotels must not provide services to meet this unhealthy demand. Be sure to use boycott marketing in time to boycott (boycott needs to clear the hotel, pay attention to the normal environment and atmosphere of our hotel.
(8) Fully demand and maintain marketing. Some repeat customers are satisfied with our hotel. We use maintenance marketing to make customers like our membership card more. Preferential meals, gifts, etc. To their liking.
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