网络环境下的酒店关系营销策略研究

发布时间：2019-05-12 11:30

【摘要】：随着网络应用大众化的逐渐升级,越来越多的酒店将注意力由现实交易转移到了以网络为平台的虚拟交易。面临网络虚拟市场,消费者需要更为可靠的信息来降低交易风险,酒店企业采取的关系营销策略满足了买方的需求也实现了自身目标。酒店评分作为酒店企业实施关系营销策略极其重要的成果,是消费者在网购前的重要参考标准,也是企业信誉的数字化形式,对企业经营成功与否具有特殊的意义。在网络环境下如何实施关系营销策略,对于丰富关系营销理论和指导酒店企业经营实践具有重要意义。本研究以全球最大的中文在线旅行网站去哪儿网中的酒店为研究对象,确定了酒店的关系营销策略→酒店评分→酒店销售量的根本研究思路。在具体研究中,首先对酒店业经营环境的变化和关系营销理论作了总结,然后对酒店评分和酒店利用网络技术的营销历程进行了分析整理,通过对酒店企业的访谈,并采用内容分析及问卷预调研的方法,确定了关系营销策略及其分类变量策略的初步集合。最后依据根本研究思路,构建研究模型和提出假设。本研究对去哪儿网900多家酒店企业作调研,最终获得111家企业的有效问卷数据。经过EXCEL2010和SPSS11.70工具对数据的处理分析,检验了模型和假设。主要结果如下：第一、网络环境下的酒店关系营销策略选择范畴为沟通策略和关系投资策略。相较于沟通,关系投资更加有效,更能影响关系营销效果—酒店评分。第二、沟通和关系投资的分类变量为单向沟通、形象投资、服务投资和专用投资。这些分类变量的测量题项作为酒店关系营销策略的具体实践活动,可以作为酒店维持和提升评分过程中的系统性指导理论。第三、酒店评分对销售量有显著的影响,高评分能够促进销量的增长。将关系营销策略分类变量作为自变量,研究其对酒店评分的影响,进而探讨酒店评分对销量的作用,本研究可能存在的创新有：①提出网络环境下的酒店关系营销策略的选择范畴为沟通和关系投资,分类策略为单向沟通、服务投资、形象投资和专用投资。据此设计出的问卷中的测量题项作为具体的策略实施活动,确定了网络环境下的酒店关系营销策略的整体集合,使关系营销策略在网络环境下更具有实践指导意义。②以中文酒店评论最多的去哪儿网中的酒店企业为样本,验证了酒店评分对销售量的显著影响,酒店评分作为实施关系营销策略的最重要成果之一,反映了关系营销在网络环境下的重要作用,进一步完善了关系营销理论在网络环境下的研究。
[Abstract]:With the gradual upgrading of the popularization of network applications, more and more hotels have shifted their attention from real transactions to virtual transactions based on the network. Facing the network virtual market, consumers need more reliable information to reduce the transaction risk. The relationship marketing strategy adopted by hotel enterprises meets the needs of buyers and achieves their own goals. Hotel scoring, as an extremely important achievement in the implementation of relationship marketing strategy in hotel enterprises, is an important reference standard for consumers before online shopping, and is also a digital form of enterprise reputation, which is of special significance to the success of enterprise management. How to implement relationship marketing strategy in the network environment is of great significance to enrich the theory of relationship marketing and guide the management practice of hotel enterprises. In this study, the hotel in which the world's largest Chinese online travel website went to the hotel was taken as the research object, and the fundamental research idea of hotel relationship marketing strategy / hotel rating hotel sales volume was determined. In the concrete research, first of all, the change of hotel business environment and the theory of relationship marketing are summarized, then the hotel score and the marketing process of hotel using network technology are analyzed and sorted out, and through the interview with hotel enterprises, By using the methods of content analysis and questionnaire pre-investigation, the preliminary set of relationship marketing strategy and its classified variable strategy is determined. Finally, according to the fundamental research ideas, the research model is constructed and the hypothesis is put forward. In this study, more than 900 hotel enterprises were investigated, and the valid questionnaire data of 111 enterprises were obtained. Through the analysis of data processing by EXCEL2010 and SPSS11.70 tools, the model and hypothesis are tested. The main results are as follows: first, the choice of hotel relationship marketing strategy in the network environment is communication strategy and relationship investment strategy. Compared with communication, relationship investment is more effective and can affect the effect of relationship marketing-hotel score. Second, the classified variables of communication and relationship investment are one-way communication, image investment, service investment and special investment. As a specific practical activity of hotel relationship marketing strategy, the measurement items of these classified variables can be used as a systematic guiding theory in the process of hotel maintenance and promotion. Third, the hotel score has a significant impact on sales, high scores can promote the growth of sales. Taking the classification variable of relationship marketing strategy as independent variable, this paper studies its influence on hotel score, and then discusses the effect of hotel score on sales volume. The possible innovations in this study are as follows: 1) the choice categories of hotel relationship marketing strategy in the network environment are communication and relationship investment, and the classification strategies are one-way communication, service investment, image investment and special investment. As a specific strategy implementation activity, the measurement items in the questionnaire are designed to determine the overall set of hotel relationship marketing strategies under the network environment. It makes the relationship marketing strategy have more practical guiding significance in the network environment. 2 taking the hotel enterprises in which the Chinese hotels have the most comments as a sample, this paper verifies the significant influence of the hotel score on the sales volume. Hotel scoring, as one of the most important achievements in the implementation of relationship marketing strategy, reflects the important role of relationship marketing in the network environment, and further perfects the research of relationship marketing theory in the network environment.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719

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