Effective integration and integrated marketing of hotel marketing

In recent years, the hotel industry in China's tourism continues to rise in the process of operation of the "Golden Age", however, due to the increasing competition and the continuous release of personalized customer demand, the hotel is facing the problem of how to optimize the benefits by integrating marketing in the market environment with limited resources and various opportunities. For this reason, the author puts forward the overall strategic thinking of using Internet to effectively integrate hotel marketing and realize integrated marketing.

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp;

Integration of marketing and communication Unified Hotel external image and positioning

"Modern marketing focuses on the whole process of marketing, its aim is to seize the market and customers for a long time." Integrated Marketing Communications (IMC) is a market-oriented "stereo communication" and "integrated communication", consumers "hear a voice", so that more accurate identification of enterprises and their products, services.

For hotels, integrated marketing communications helps the hotel transform its limited inputs into outputs efficiently. Specifically, the integration of marketing communications can make the hotel in the target customer groups to establish a unified image and unique positioning, once the customer generated demand will be very easy to recall some of the hotel "key words", and then through the search engine to find the hotel and very convenient to contact with the hotel, The hotel can easily win customers and achieve good marketing results through patient and meticulous communication with customers.

Second, the Independent Network marketing integrated distribution channels

Distribution channels to help the hotel to expand sales while retaining some of the source and sales profits, make some hotels in fact for the channel "work", this phenomenon makes more and more hotels hope to use network marketing, access to the hotel resources allocation and profit distribution of the dominant right to achieve the hotel expected income optimization and maximize the goal.

With the hotel network marketing experience continues to enrich, the hotel direct sales platform as the core channel integration and integrated marketing communication will become the focus of the hotel marketing work, so not only can strengthen the control of distribution channels, but also can make the hotel flexible distribution channels for strategic integration, To adapt to the future network applications continue to deepen the hotel marketing work brought about by various changes.

Third, customer experience-oriented in-depth marketing

Customer experience is the overall feeling of the customer before and after the hotel service, beyond the customer value can be measured. The hotel pays more attention to customer experience satisfaction, is the key to retain customers, and customer satisfaction experience will bring their loyalty behavior trend, which to enhance the hotel efficiency, reduce marketing costs greatly help.

Under the network conditions to strengthen customer experience has more ways, such as three-dimensional panoramic display, the establishment of Hotel blog, bbs column, so that customers to their own ideas and feelings through the network fully demonstrated, for the hotel in-depth marketing and improve services to provide the most direct source of information.

Iv. developing market resources with hotel alliances

For hotel group or chain hotels, expanding the hotel chain is an effective way to expand the market resources, and for many single hotels, joined the "Hotel Virtual alliance" to help solve their own market expansion capacity limitations. "Hotel Virtual alliance" can better integrate in different regions of the market resources, to the Alliance platform visibility and integration of marketing capabilities, many single hotels to introduce a broader market space.

Integrated marketing to promote the sustainable development of the hotel

Hotel Marketing On the one hand to integrate resources, on the other hand to focus on the target market, these two tasks only in the network environment can be organically unified. The Internet not only provides effective tools and means for hotel integrated marketing, but also opens up new market space for hotel marketing. Under the network environment, the integrated marketing makes the hotel can concentrate on the resources, attract the potential customers through the integrated marketing communication, use the network to carry on the deep marketing to enhance the customer experience, develop the market resources through the "Hotel Virtual Alliance", establish the differentiated competitive advantage, and promote the sustainable development of the hotel.