在公务消费受限,宏观经济调整的时代背景下,四星级高档酒店与五星级豪华酒店需要结合自身实际情况,综合考量网络团购营销行为对利润以及由价格反映出的品牌价值的影响,科学合理地确定是否应当长期实施网络团购营销策略。四星级酒店在散客消费升级的背景下可以在有效分割刚需市场与团购市场的基础上通过合理的团购营销手段实现补充客源提高利润的目的,五星级酒店则需要慎重实施,避免团购营销对酒店的品牌价值产生负面影响, In the era of limited corporate spending and macroeconomic adjustment, four-star luxury hotels and five-star luxury hotels need to combine their own actual conditions, considering the impact of online marketing activities on the profit and the brand value reflected by the price, Scientific and reasonable to determine whether the long-term implementation of online marketing strategy group buy. Four-star hotel in FIT consumption upgrade context can be effectively divided market and just buy the market on the basis of a reasonable buy marketing strategy to achieve the purpose of supplementing customers to increase profits, five-star hotel you need to be cautious, to avoid group buy Marketing has a negative impact on the hotel’s brand value,