酒店业竞争日趋激烈,酒市场营销方式也日趋多样。本文在此基础上分析酒店微博营销的现状、作用等,并着重分析了酒店微博营销策略,以期发挥微博营销在酒店经营和管理中的作用。一、酒店微博营销的现状据统计,我国五星级饭店共有660家,过去3年全国星级酒店数量整体年均增长率为6%,而五星级酒店数量的年均增长率超过15%。酒店行业的蓬勃发展态势就意味着市场竞争日益激烈。微博作为一个进行信息即时共享、传播及获取的平台和社交的网络媒体形式,其影响力不断扩大。截至2011年6月30日,开通新浪微博帐户的中国酒店企业数量为1871家,其中国际品牌酒店为243家,粉丝数量超过1000的有183家。二、微博在酒店营销中的作用(一)宾客关系管理的新方式 The competition in the hotel industry is getting fiercer and the marketing methods of wine are becoming more diversified. Based on this, this article analyzes the current situation and function of hotel microblogging marketing, and focuses on the analysis of hotel microblog marketing strategy, in order to play the role of microblog marketing in hotel management and operation. First, the status quo of the hotel microblogging marketing According to statistics, China’s five-star hotels a total of 660, the past three years the national average number of star-rated hotels an average annual growth rate of 6%, while the number of five-star hotels an average annual growth rate of more than 15 %. The thriving hotel industry means that the market is increasingly competitive. As a form of online media for instant sharing, dissemination and acquisition of information and social networking media, weibo has become increasingly influential. As of June 30, 2011, the number of Chinese hotel companies opening Sina Weibo account was 1871, of which 243 were international brand hotels and 183 were over 1000 fans. Second, the role of microblogging in the hotel marketing (A) a new way of managing guest relations