JY酒店社交媒体营销策略研究
Research on Social Media Marketing Strategy of JY Hotel
Abstract
Mobile Internet more and more touches every aspect of people's life, but also subtly
changes our consumption habits. Social media represented by WeChat, Tik Tok, Snack Video
and other short videos have become the most important traffic entrance of mobile terminals,
and more and more hotels begin to use social media marketing. Coupled with the negative
impact of COVID-19 on hotel tourism, JY hotel is seeking changes in marketing. how to use
social media marketing to open up new customer group market, meet consumer demand, strive
for more customer market, so as to improve the overall revenue of the hotel.
Taking JY hotel as the research object, this thesis makes an in-depth analysis of the
problems existing in social media marketing of JY hotel by using questionnaires combined with
the current situation of social media marketing. Through the macro and micro environment of
JY hotel analysis and SWOT strategy analysis, clear JY hotel marketing environment. Based
on AISAS consumer behavior model, the cycle of consumption starts from attracting attention
and arousing interest, to triggering consumers to search and buy, and finally completes through
word of mouth sharing. Based on the actual situation, a set of social media marketing strategies
suitable for JY hotel should be constructed to solve the actual problems of the hotel, so as to
help the hotel find the right marketing methods, improve the interaction between the hotel and
customers, enhance customer stickiness, expand the hotel brand value, and thus drive the overall
revenue of the hotel.
Based on AISAS theoretical model, this thesis helps JY hotel to walk through some
marketing difficulties. JY hotel's social media marketing strategy is not subverting the existing
marketing channels, but combining with the existing marketing channels, using social media
platform to open up new customer market, so as to improve hotel revenue. Social media
marketing in the hotel industry is still in the exploratory stage. I hope this study on social media
marketing can provide some reference for peers.
Key Words: Hotel; Marketing; Social media marketing; AISAS model
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大连理工大学专业学位硕士学位论文
目录
摘 要.............................................................................................................................I
Abstract ..............................................................................................................................II
1 绪论.............................................................................................................................. 1
1.1 研究背景和目的............................................................................................... 1
1.1.1 研究背景.................................................................................................. 1
1.1.2 研究目的.................................................................................................. 2
1.2 研究意义........................................................................................................... 2
1.3 文献综述........................................................................................................... 3
1.3.1 国内研究现状........................................................................................ 3
1.3.2 国外研究现状........................................................................................ 3
1.4 研究内容与方法............................................................................................... 4
1.4.1 研究内容................................................................................................ 4
1.4.2 研究方法................................................................................................ 4
1.4.3 基本思路与框架.................................................................................... 5
2 相关理论概述.............................................................................................................. 7
2.1 社交媒体营销理论........................................................................................... 7
2.1.1 社交媒体营销概念................................................................................ 7
2.1.2 社交媒体营销与传统营销对比............................................................ 8
2.1.3 社交媒体营销的优势............................................................................ 8
2.2 社交媒体营销的 AISAS模式 ......................................................................... 9
2.2.1 传统 AIDMA模型 ................................................................................ 9
2.2.2 从 AIDMA到 AISAS模型................................................................. 10
2.2.3 社交媒体营销 AISAS模型 ................................................................ 11
2.3 营销理论及分析模型概述............................................................................. 12
2.3.1 4P理论................................................................................................. 12
2.3.2 3C分析法 ............................................................................................ 13
2.3.3 STP市场细分...................................................................................... 13
3 JY酒店社交媒体营销现状分析 .............................................................................. 15
3.1 JY酒店基本情况与营销现状 ....................................................................... 15
3.1.1 JY酒店的简介 .................................................................................... 15
3.1.2 JY酒店运营现状 ................................................................................ 16
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JY酒店社交媒体营销策略研究
3.1.3 JY酒店营销渠道 ................................................................................ 17
3.1.4 JY酒店社交媒体营销现状概述 ........................................................ 18
3.2 JY酒店社交媒体营销现状调查分析 ........................................................... 19
3.2.1 问卷调查内容设计.............................................................................. 19
3.2.2 问卷调查信息统计.............................................................................. 20
3.2.3 问卷调查结果分析.............................................................................. 24
3.3 JY酒店社交媒体营销存在的问题 ............................................................... 25
3.3.1 推广渠道单一吸引力差...................................................................... 25
3.3.2 内容无法激发兴趣.............................................................................. 26
3.3.3 传播力弱搜索量小.............................................................................. 28
3.3.4 购买体验差转化率低.......................................................................... 28
3.3.5 线上主动分享行为少.......................................................................... 28
4 JY酒店社交媒体营销环境分析 .............................................................................. 30
4.1 JY酒店宏观环境分析 ................................................................................... 30
4.1.1 政治与法律环境分析.......................................................................... 30
4.1.2 经济环境分析...................................................................................... 31
4.1.3 社会环境分析...................................................................................... 31
4.1.4 技术环境分析...................................................................................... 32
4.2 JY酒店微观环境分析 ...............................................................