本文選題：酒店　切入點：微信　出處：《浙江工商大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著現(xiàn)代科學(xué)技術(shù)的不斷發(fā)展,各種網(wǎng)絡(luò)媒體順勢登上時代舞臺,2011年1月,微信面世,它可以免費及時發(fā)送文字和圖片、支持多人實時語音聊天,在歷經(jīng)短短幾年的發(fā)展后,微信已深入到社會生活的各個領(lǐng)域。伴隨著微信用戶數(shù)量的不斷增多,微信營銷日益受到企業(yè)關(guān)注。面對這一日漸普及的新型營銷模式,酒店經(jīng)營者應(yīng)該抓住商機,建立行之有效的微信營銷體系。本文是在對網(wǎng)絡(luò)營銷和酒店微信營銷相關(guān)理論梳理的基礎(chǔ)上,一方面發(fā)放調(diào)查問卷,對酒店微信消費者行為習(xí)慣進行調(diào)查;另一方面,選取一定數(shù)量的酒店公眾賬號作為樣本,對酒店微信營銷現(xiàn)狀進行探討。問卷問題及答案的設(shè)定是基于前期對酒店微信用戶和酒店經(jīng)營者的訪談,通過發(fā)放調(diào)查問卷,深入了解酒店微信消費者的消費喜好及行為習(xí)慣;樣本酒店公眾賬號的選取是遵循盡量涵蓋各種酒店類型的原則,通過對樣本酒店微信公眾賬號的分析,歸納出目前酒店微信營銷過程中存在的問題,探討目前酒店微信營銷現(xiàn)狀。調(diào)查問卷有兩個部分組成:個人信息和消費者的微信公眾賬號使用習(xí)慣。個人信息部分包括:年齡、性別、受教育程度、職業(yè)和月收入水平;消費者的酒店微信公眾號使用習(xí)慣部分包括:消費者喜歡的信息推送語言風(fēng)格、能夠接受的信息推送頻率及數(shù)量、取消關(guān)注公眾號的原因、是否會分享自己的消費體驗、對感興趣的產(chǎn)品是否會在線下單、出于哪種原因取消關(guān)注、喜歡使用微信的時間段及通過何種方式關(guān)注酒店微信公眾賬號等。對樣本酒店公眾賬號的分析是從搜索界面狀況,信息推送頻率、數(shù)量,信息閱讀量,微信互動情況及在線預(yù)訂現(xiàn)狀等多個角度進行的。將用戶基本信息與微信公眾賬號使用習(xí)慣調(diào)查結(jié)果進行分析后,筆者又嘗試性地將兩者交叉分析,總結(jié)不同用戶群體對應(yīng)的消費習(xí)慣,為酒店經(jīng)營者制定微信營銷策略時提供一定的借鑒,也將是本文的一個創(chuàng)新點。將以上分析結(jié)果相結(jié)合,筆者認為酒店經(jīng)營者主要應(yīng)從兩個方向著手進行微信營銷,一是加強自身營銷平臺建設(shè),具體策略為:加強公眾號管理力度、提高自身服務(wù)質(zhì)量、拓寬公眾號宣傳渠道、主動定位潛在客戶、充分發(fā)揮微信預(yù)定與支付功能及重視用戶互動體驗;二是營銷策略以客戶需求為導(dǎo)向,應(yīng)從以下幾個方面著手:適度的推送頻率、適宜的推送時間、符合用戶需求的單次推量、用戶能接受的推文風(fēng)格、能吸引用戶的推文內(nèi)容及個性化的營銷策略。
[Abstract]:With the continuous development of modern science and technology, all kinds of network media have stepped onto the stage of the times. In January 2011, WeChat was released. It can send free text and pictures in time to support real-time voice chat of many people. After a few short years of development, WeChat has gone deep into every field of social life. With the increasing number of WeChat users, WeChat marketing is attracting more and more attention from enterprises. In the face of this increasingly popular new marketing model, hotel operators should seize the business opportunities. On the basis of combing the related theories of network marketing and hotel WeChat marketing, on the one hand, the questionnaire is issued to investigate the behavior habits of hotel WeChat consumers; on the other hand, Selected a certain number of hotel public accounts as a sample to explore the status of hotel WeChat marketing. The questionnaire questions and answers are based on the previous interviews with hotel WeChat users and hotel operators through the distribution of questionnaires. Deeply understand the consumer preferences and behavior habits of the hotel WeChat consumers. The selection of sample hotel public accounts follows the principle of covering as many hotel types as possible, and through the analysis of the sample hotel WeChat public accounts, This paper sums up the problems existing in the process of hotel WeChat marketing and discusses the present situation of hotel WeChat marketing. The questionnaire consists of two parts: personal information and the usage habits of consumers' WeChat public accounts. Gender, education level, occupation and monthly income level; the usage habits of Official account in the hotel WeChat include: the language style that consumers like to push information, the frequency and quantity of information push that can be accepted, The reason for cancelling the focus on Official account, whether it will share its own consumption experience, whether the products of interest will be placed online, and for what reason, Like to use WeChat time and how to pay attention to the hotel WeChat public account, etc. The analysis of the sample hotel public account is from the search interface status, information push frequency, quantity, information reading, etc. After analyzing the basic information of users and the results of the survey on the usage habits of WeChat public accounts, the author tries to cross the two aspects. Summing up the corresponding consumption habits of different user groups, providing some reference for hotel operators to formulate WeChat marketing strategy, will also be an innovative point of this paper. The author thinks that the hotel operators should start from two directions to carry out WeChat marketing, one is to strengthen the construction of their own marketing platform, the specific strategies are: to strengthen Official account's management, to improve their own service quality, and to broaden the publicity channels of Official account. Actively locate potential customers, give full play to WeChat's function of booking and payment and attach importance to the interactive experience of users; second, marketing strategy is customer-demand-oriented and should start from the following aspects: moderate push frequency, appropriate push time, The single push according to the user's demand, the user can accept the tweet style, can attract the user's tweet content and the individualized marketing strategy.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274;F719.2

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