關(guān)于酒店網(wǎng)絡(luò )營(yíng)銷(xiāo)有哪些要求？
A酒店與B酒店是南方某市兩家實(shí)力相當的競爭對手。在開(kāi)展網(wǎng)絡(luò )營(yíng)銷(xiāo)時(shí)，兩家酒店選擇了不同的模式：A酒店選擇了一家
酒店網(wǎng)絡(luò )營(yíng)銷(xiāo)顧問(wèn)的公司進(jìn)行整體的設計開(kāi)發(fā)和維護；B酒店則購買(mǎi)了一套網(wǎng)站模板，聘請網(wǎng)站開(kāi)發(fā)人員，自己進(jìn)行網(wǎng)站制作和網(wǎng)站推廣。
一年之后，A酒店網(wǎng)上預訂成效顯著(zhù)，而B(niǎo)酒店網(wǎng)站成交冷清，加之管理層覺(jué)得網(wǎng)站費用過(guò)高，遂關(guān)閉網(wǎng)站，退出網(wǎng)絡(luò )營(yíng)銷(xiāo)。同樣是做“網(wǎng)絡(luò )營(yíng)銷(xiāo)”，為何兩家酒店得到的結果卻如此不同？我們來(lái)看看兩家酒店具體是如何實(shí)施網(wǎng)絡(luò )營(yíng)銷(xiāo)的：
A酒店
①首先，在分析酒店在市場(chǎng)定位、競爭環(huán)境、目標客戶(hù)、銷(xiāo)售渠道等因素的基礎上，制定了網(wǎng)絡(luò )營(yíng)銷(xiāo)的目標和策略，并為網(wǎng)絡(luò )營(yíng)銷(xiāo)制定總體投入產(chǎn)出比率。
②根據網(wǎng)絡(luò )營(yíng)銷(xiāo)策略，進(jìn)行網(wǎng)站規劃、網(wǎng)絡(luò )推廣規劃。
③選用專(zhuān)業(yè)的界面設計師和功能開(kāi)發(fā)人員制作網(wǎng)站；并挑選合適的推廣方法和推廣關(guān)鍵詞。
④在網(wǎng)站建設完成后，對酒店的相關(guān)人員，從管理層到操作人員，進(jìn)行網(wǎng)絡(luò )營(yíng)銷(xiāo)培訓。
⑤定期對網(wǎng)站內容進(jìn)行更新，讓訪(fǎng)問(wèn)者能夠了解到酒店的最新動(dòng)態(tài)和最新產(chǎn)品。
⑥確定專(zhuān)人，對訪(fǎng)問(wèn)者的咨詢(xún)等進(jìn)行及時(shí)跟進(jìn)回復。
⑦組織相關(guān)負責人，在行業(yè)網(wǎng)站上注冊會(huì )員，發(fā)布酒店產(chǎn)品信息。
⑧收集客戶(hù)聯(lián)系方式，對新老客戶(hù)進(jìn)行定期的郵件問(wèn)候，并發(fā)送新品及促銷(xiāo)信息。
⑨為網(wǎng)站做好搜索引擎優(yōu)化，提高搜索概率，讓搜索核心關(guān)鍵詞時(shí)自然排名靠前。
⑩根據網(wǎng)站的訪(fǎng)問(wèn)量和客戶(hù)訪(fǎng)問(wèn)情況，及時(shí)調整網(wǎng)站內容和網(wǎng)站推廣策略。
B酒店
①網(wǎng)站選用的是現成的模板，雖然聘請了網(wǎng)站開(kāi)發(fā)人員，但是既做程序又做設計，不管是網(wǎng)站設計還是網(wǎng)站功能，都給人很不專(zhuān)業(yè)的感覺(jué)。
②網(wǎng)站完成后，內容就一直沒(méi)有更新過(guò)。
③網(wǎng)站推廣所選擇的關(guān)鍵詞不準確，客戶(hù)難以搜索到企業(yè)網(wǎng)站。
④由于網(wǎng)站沒(méi)有做好優(yōu)化，搜索引擎的排名十分靠后。
⑤客戶(hù)在網(wǎng)站上的留言一直沒(méi)有人回復，偶爾打電話(huà)過(guò)來(lái)咨詢(xún)還被前臺認為是騷擾電話(huà)給回絕了。
思考與習題
①上述案例中，A酒店的成功與B酒店的失敗，帶給我們什么啟示？
②想一想，網(wǎng)絡(luò )營(yíng)銷(xiāo)的要求有哪些？
③A酒店在網(wǎng)站建設完成后，對酒店工作人員進(jìn)行了培訓，你認為有必要么？為什么？
④為什么說(shuō)網(wǎng)站完成后，內容就一直沒(méi)有更新過(guò)是B酒店的失敗原因之一？
What are the requirements on the hotel network marketing?
A Hotel B Hotel is a southern city two strength competitors. In network marketing, the two hotels to select different modes: A Hotel Select a hotel Internet marketing consultant company for development and maintenance of the overall design; B Hotels is to buy a website template, hire website developers, their Website Design and website promotion.
A year later, A hotel online booking effectiveness significantly, B, deserted hotel website transactions, coupled with the management site cost is too high, then shut down the site, quit network marketing. Also do "network marketing" and why the two hotels the results obtained are so different? We look at two hotels, the specific implementation of network marketing:
A Hotel
, First of all, on the basis of the factors in the analysis of hotel market positioning, competitive environment, target customers, sales channels, develop goals and strategies of network marketing and network marketing development of the overall input-output ratio.
② According to the network marketing strategy, web programming, web promotion plan.
The ③ selection of professional interface designers and functionality developers to create Web site; and the selection of suitable ways to promote and promote keywords.
④ In the website construction is completed, the hotel staff, from management to operators, network marketing training.
The ⑤ regularly updated content of the website so that visitors can understand the latest developments and the latest products of the hotel.
⑥ identify a contact person for timely follow-up consultation on the visitor's reply.
⑦ organization responsible person in the industry Web site registered member, released the hotel product information.
⑧ to collect customer contact information, new and old customers to carry out regular e-mail greetings, and send the new product and promotional information.
⑨ natural ranking for the site to do search engine optimization, search probability, so that the search for core keyword.
The ⑩ based on site visits and customer access, and adjust the site content and website promotion strategies.
B hotel
① site selection is a ready-made templates, and hired a Web site developer, but both do the program to do a design, website design or website features, all seem very professional feel.
② site is completed, the content has not been updated.
The ③ website promotion by selected keywords is not accurate, making it difficult to search the corporate website.
④ Because the site does not do optimization, search engine ranking is very rearward.
The ⑤ customers message on the site has been no one replies, occasionally call me to the consultation has also been front harassing phone calls rejected.
Thinking and Problems
(1) above cases, the failure of A, the success of the hotel and B Hotel, brings us what is enlightenment?
② think about it, what are the requirements of network marketing?
③ A hotel in the site construction is completed, the hotel staff training, do you think is necessary? Why?
④ why the site is completed, the content has not been updated is one of the causes of the failure of B Hotel?
