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本文拟根据饭店营销基本理论,结合我国饭店网络营销的实践,对新时期饭店如何开展网络营销的有关问题进行探讨。网络营销是以互联网络为基础,利用数字化的信息和网络媒体的交互性来辅助营销目标实现的新型的市场营销方式。饭店产品具有地域性、无形性、标准可衡量性、不可转移性、不可贮存性等特征,而网络营销则具有跨地域性、广泛性、互动性和个性化等特点,所以特别适宜于饭店产品的营销。
Based on the basic theory of hotel marketing, combined with the practice of hotel marketing in our country, this paper discusses how to carry out online marketing in the new era. Internet marketing is based on the Internet, the use of digital information and interactive online media to help achieve the goal of marketing a new marketing approach. Hotel products have the characteristics of regionality, intangibility, standard measurability, non-transferability, non-storable, and so on. However, Internet marketing is characterized by inter-regional, extensive, interactivity and personalization, and is therefore particularly suitable for hotel products Marketing.