常州市高星级酒店网络团购营销调查研究

网络团购是起源于美国Group-on公司的一种新的商业模式,它是SNS平台和电子商务的结合体.常州市开展团购营销酒店集中在市区;四星、五星以及准五星酒店从不同战略出发均推出了网络团购产品;在团购产品类别方面,消费者和酒店在团购产品选择上有较大区别;不同团购平台的平均每期成交量也迥然不同;不同产品类别的在线天数从5天到45天不等.酒店网络团购营销根据酒店战略发展需求制定团购目标;根据市场需求推出产品;根据产品选择团购平台;调整团购营销策略,同时要做好团购客户管理.

On Online Group-on Marketing Strategy of High-Grade Hotels in Changzhou

Group-on,a business mode which was originated in the United States,is a combination between SNS platform and electronic business.Group-on marketing held by hotel industry in Changzhou mainly operates in downtown areas.All 4-star,5-star and pre-5-star hotels launch various products by employing different strategies.Moreover,there exist some differences between consumers and hotels with regards to the selection of Group-on products.So,when developing the Group-on marketing,the hotels should set goals according to hotel strategies,launch corresponding products based on market need,select Group-on marketing platform in terms of products’ categories,adjust the group-on marketing strategy,and build a long-term customer relationship.