酒店产品在线口碑营销研究综述

随着创新2.0时代的到来,"互联网+"成为社会经济发展的新形态,越来越多的传统产业借助互联网进行整合营销。"互联网+酒店"已经成为酒店营销的不二选择。同时,伴随着移动互联时代的到来,消费者可以通过手机随时随地获取信息,发表个人评论,极大地提高了口碑信息传播的速度和广度。在线口碑营销作为酒店行业一大主要的营销方式,它对提高酒店在客户心中的品牌形象进而产生预订起到很大的影响。本文将从在线口碑营销概念、在线口碑营销的优点、在线口碑营销策略几个方面来研究酒店产品如何做好在线口碑营销。     

手机营销：ON THE GO

手机营销对酒店来说并不是新鲜词。事实上，基于手机与电子邮件（二者同为文本信息营销工具）的比较，海外酒店已经开始重新评价其在客户关系管理实践中的得失，并力图与技术前沿同步（On The Go），谋求新的改进以最大化商业机会。手机营销，也在与时俱进。     

浅析新媒体环境下经济型酒店的营销策略

当下科技进步,新媒体进入到人们视野中,各行业尝试借助新媒体的优势与力量来促进自身的发展,新媒体本质上是计算机技术不断进步与时代结合的产物,是用全新的形式来实现媒体传播,如手机媒体、互联网等。经济型酒店是国内新兴行业,在国内近年来发展非常迅速,尤其是随着区域经济不断交融发展,出差以及外出务工的人员增多,经济型酒店受到诸多人的认同。本文对当下经济型酒店的普遍营销现状展开分析,并结合新媒体的优势提出营销策略的建议,希望可以有助于经济型酒店的进一步发展。     

品牌营销在酒店管理中的应用研究——以嘉兴华美达酒店为例

近年来,国内经济持续稳定发展,旅游业发展迎来黄金时期,酒店行业也迅猛发展,与此同时酒店行业的竞争也不断加剧,由于品牌营销对酒店管理的影响巨大,所以本文选取嘉兴市华美达酒店为例,具体分析品牌营销在酒店管理的应用,发掘品牌营销对酒店在激烈的市场竞争中的作用。本文主要分析了品牌营销与酒店管理的发展背景,品牌营销对于酒店管理的意义所在,并且分析了国内外研究学者对于品牌营销在酒店管理中应用的研究现状分析。品牌营销的相关理论基础,主要界定了品牌、品牌营销的概念,以及与酒店品牌营销相关的系列理论,为后文研究奠定理论基础。     

酒店行业微信营销策略研究

文章对酒店行业微信营销现状进行分析,发现酒店行业在微信营销中可能遇到微信营销问题,并提出了加强微信平台建设、完善微信营销体系、完成O2O闭环、注重客户关系管理、扩大微信传播受众的覆盖域及优化消息推送的内容和频率等对策建议,实现酒店的运营目标。     

“互联网+”背景下的酒店营销策略探析

"互联网+"即利用互联网平台与信息通信技术,把互联网和各行各业结合起来在新领域创造一种新生态。互联网+对酒店行业的渗透主要体现在行业整体链条的营销环节,本文分析互联网+背景下酒店营销的移动化、个性化、融合化、综合化、社交化等变化趋势,阐述酒店营销思维的创新,并提出产品设计创新、销售渠道创新、价格策略创新、促销策略创新等酒店营销策略。     

星级酒店管理中酒店营销存在的问题和应对策略

酒店营销对星级酒店的管理工作有重要的影响。在我国加入世界贸易组织后,我国的酒店行业面临的竞争压力更大。所以我国的星级酒店应该树立品牌形象,提高企业的竞争力。很多星级酒店与本地的特色相结合,并且利用国外技术,打造星级酒店的特色,但是酒店行业大部分企业都还存在一些问题。本文针对我国星级酒店管理中酒店营销存在的问题和应对的策略进行分析。     

浅谈现代营销服务理念在酒店经营中的应用

随着对外开放的深入和开放程度的增加,酒店业在我国迅速崛起,并快速开在全国各地,同时在对外的所有行业中,酒店业是第一个向国外优秀的企业学习经验和技术的行业。然而从这个行业的整体情况来看,我们发现了很多酒店还是停留在模仿别的模式上,并没有结合本土优势,取长补短,尤其是在酒店管理上,酒店管理者鲜有创新思维,这样在照搬的形势下也不会取得良好的效果。本文主要从营销服务这块运用现代营销服务理念探讨在酒店经营中的应用及酒店现行的公关营销状态及个性营销。     

酒店云端营销案例研究

传统酒店行业发展至今,同质竞争问题凸显,发展呈现瓶颈态势。中央八项规定之下,星级酒店的传统营销模式逐步被市场淘汰,加上互联网的崛起,现今大环境背景之下,酒店营销老的一套方式已经完全跟不上时代。新时期下,酒店通过用户分享、数据和营销能力可有效提高酒店运营效率,即通过云端营销手段经营酒店。文本分析东呈酒店云端营销案例,探讨中国星级酒店的营销出路。     

酒店行业中水平营销的应用

目前,酒店管理中水平营销策略还存在一些问题需要解决,本文对酒店水平营销策略存在的问题及对策进行了研究,旨在解决酒店管理营销策略存在的问题,促进酒店管理的发展与进步,最终促进酒店行业的发展。     

移动电子商务互动营销模式应用研究

移动电子商务互动营销是指企业以移动终端设备为载体,依托移动通信网络,并结合传统互联网开展的互动营销活动,具有即时、直接、互动、个性化以及分众、定向、精准的特征和信息类别丰富、成本低廉、可以给受众更好的体验等优势,可以做到在需要的时间、需要的地点传递消费者需要的内容。移动电子商务互动营销的主要模式有移动二维码、短信网址、移动商圈、移动搜索及无线网站等,目前已在教育培训、旅游、农业、金融投资及出版发行行业得到广泛应用。     

Mobile Marketing: A Synthesis and Prognosis

Mobile marketing refers to the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. We present the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. We identify and discuss four key issues: drivers of mobile device/service adoption, the influence of mobile marketing on customer decision-making, formulation of a mobile marketing strategy, and mobile marketing in the global context. We outline research directions related to these issues and conclude by delineating the managerial implications of mobile marketing insights.     

Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues

Mobile marketing, which involves two- or multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to the mobile medium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer's environment through anytime, anywhere mobile devices. We propose a conceptual framework that comprises three key entities: the consumer, the mobile, and the retailer. The framework addresses key related issues such as mobile consumer activities, mobile consumer segments, mobile adoption enablers and inhibitors, key mobile properties, key retailer mobile marketing activities and competition. We also address successful retailer mobile marketing strategies, identify the customer-related and organizational challenges on this topic, and outline future research scenarios and avenues related to these issues.     

Mobile marketing: A literature review on its value for consumers and retailers

The article describes the existing knowledge of how mobile marketing can increase the value for consumers and retailers. Mobile device shopping, and consumers' use of mobile devices while shopping is shown to be both an extension of consumers' shopping behaviours developed on Internet-connected desktop and laptop computers (PC), and potentially new behaviours based on a mobile devices' uniquely integrated features such as camera, scanners and GPS. The article focuses on how mobile marketing creates value for consumers and retailers, enabling more precise research and development of managerial concepts and tools while providing both managers and academics with increased understanding of mobile marketing and its value outcomes for retailers.     

Planning and implementing effective mobile marketing programs

Mobile marketing is an ever increasingly important component of a firm's overall promotional strategy. The importance of this medium can be seen through time spent on mobile media, number of searches, and direct and indirect mobile-generated sales. Despite its increased importance, the effectiveness of mobile marketing needs to be improved based on such metrics as bounce rates, add-to-cart rates, shopping cart abandonment, and average order size. Strategies to increase the effectiveness of mobile marketing are discussed. Firms need to capitalize on the three major strategic advantages of mobile marketing: (1) the fact that mobile marketing devices are always on, always connected, and always with the consumer; (2) the ability to generate location-sensitive offers; and (3) the ability to send relevant personalized messages and offers. Firms also need to develop and implement an effective mobile marketing strategy through a series of activities. These include understanding and reacting to the complexity of mobile marketing, designing sites based on ease of use versus ‘bells and whistles,’ increasing opt-in rates, using effective customer engagement strategies, and developing effective mobile coupons. Criteria to evaluate the effectiveness of mobile marketing are discussed.     

Mobile advertising to Digital Natives: preferences on content,style, personalization,and functionality

Digital advertising is the fastest growing form of marketing. Within digital, mobile is the fastest growing medium. Mobile advertising occurs on any mobile device, such as smartphones and tablets. The upcoming generation of Digital Natives is especially prone to viewing mobile advertising. Digital Natives have grown up with digital communications; they use their smartphones to connect with the world and make purchases. Mobile advertising and Digital Natives are both new to the marketplace and, thus, research is scarce on both. This paper investigates the preferences of Digital Natives regarding mobile advertising. Several preferences were found and recommendations are provided.     

Asymmetries in the Effects of Drivers of Brand Loyalty Between Early and Late Adopters and Across Technology Generations

Mobile marketing activities are growing at a rapid pace. The success of mobile marketing hinges on consumers' adoption of mobile devices. However, consumers' mobile device adoption is not well understood at the brand (e.g., Apple, Nokia, Samsung) level. We propose a conceptual framework linking mobile device brand loyalty (repurchase intention) to its drivers including perceived value, brand satisfaction, brand attachment and trust, and develop hypotheses about the moderating roles of adopter type and mobile technology generation in some of these linkages. We test these hypotheses using structural equation modeling on a unique cross-sectional dataset of attitudes toward mobile phone brands spanning two technology generations, 2.5G and 3G. The results reveal important asymmetries between adopter types and between technology generations: early adopters of mobile devices emphasize perceived value, whereas late adopters rely on brand satisfaction in developing brand loyalty; and consumers depend more on trust and less on perceived value in developing loyalty for the new generation than for the existing generation. We outline how brand managers of mobile devices should adapt their marketing strategies to different adopter types and technology generations.     

Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria

Mobile marketing provides an innovative channel for transmitting advertising messages to customers via mobile devices. The growth of mobile advertising in recent years requires that researchers and practitioners understand consumer perceptions of this form of advertising. The purpose of this paper is to investigate factors influencing the perception of mobile advertising in different cultures. Based on samples from Austria and Japan, we empirically examine relevant m-advertising effects. The results suggest that infotainment and credibility are key factors predicting advertising value among Austrians and the Japanese. However, our findings show that Japanese customers are more irritated by mobile advertising than are Austrian respondents.     

Mobile diaries – Benchmark against metered measurements: An empirical investigation

Researchers seeking to study the relationships between consumers' communications, attitudes, and behaviors could benefit from monitoring consumers over time, across multiple locations and channels, and in a way that reflects consumers' subjective perceptions. Diaries on smartphones (mobile diaries) can be used as a research tool for such purposes. A mobile diary is a self-report instrument whereby people use their mobile handset to repeatedly report experiences of interest. Mobile diaries are increasingly used in psychology, geography, medicine, and commercial marketing. Yet they have rarely been used for quantitative marketing research, and were not benchmarked against best-practice metrics in marketing.In this study, we aim to set the ground for using mobile diaries in quantitative marketing research. We first lay out the theoretical infrastructure for the usage of mobile diaries, and describe possible respondent reporting concerns, including concerns related to non-reporting, reporting over time, and concerns stemming from individual-level heterogeneity.We demonstrate the potential of mobile diaries, as well as the importance of the various concerns, using a benchmark test case in the context of primetime TV viewing. Our benchmark uses a sample of respondents with both mobile diary viewing reports and Nielsen People Meter (NPM) records. Our analysis reveals that averaging across all conditions, 47.4%–64.7% of the NPM records are reported by the diary. The major sources for mismatch are random time periods without alarms, short viewings, and periodic reporting inactivity (pulsing). Concerns such as a decrease in reporting rates over time (e.g., fatigue), smartphone ownership, and demographic variation across individuals have relatively small effects on reporting likelihood. Analyzing the cases in which diary reports do not have a matching NPM record, we find many of them can be attributed to out-of-home viewing and viewing on non-metered devices. This finding demonstrates how mobile diaries can complement metered measurements. Overall, aggregate diary-based ratings have a 0.90 correlation with NPM ratings.We discuss implications for designing and using mobile diary studies in marketing.     

3G时代手机广告的可行性与必要性分析

本文在对国内外手机广告发展现状描述基础上,从技术、资金和政策层面分析3G时代手机广告的可行性;从企业营销和广告经济两个角度论述3G时代手机广告的必要性。同时指出,随着3G时代的到来,手机广告将迎来更加光明的发展前景。