關于酒店網(wǎng)絡營銷有哪些要求？
A酒店與B酒店是南方某市兩家實力相當?shù)母偁帉κ?。在開展網(wǎng)絡營銷時，兩家酒店選擇了不同的模式：A酒店選擇了一家
酒店網(wǎng)絡營銷顧問的公司進行整體的設計開發(fā)和維護；B酒店則購買了一套網(wǎng)站模板，聘請網(wǎng)站開發(fā)人員，自己進行網(wǎng)站制作和網(wǎng)站推廣。
一年之后，A酒店網(wǎng)上預訂成效顯著，而B酒店網(wǎng)站成交冷清，加之管理層覺得網(wǎng)站費用過高，遂關閉網(wǎng)站，退出網(wǎng)絡營銷。同樣是做“網(wǎng)絡營銷”，為何兩家酒店得到的結(jié)果卻如此不同？我們來看看兩家酒店具體是如何實施網(wǎng)絡營銷的：
A酒店
①首先，在分析酒店在市場定位、競爭環(huán)境、目標客戶、銷售渠道等因素的基礎上，制定了網(wǎng)絡營銷的目標和策略，并為網(wǎng)絡營銷制定總體投入產(chǎn)出比率。
②根據(jù)網(wǎng)絡營銷策略，進行網(wǎng)站規(guī)劃、網(wǎng)絡推廣規(guī)劃。
③選用專業(yè)的界面設計師和功能開發(fā)人員制作網(wǎng)站；并挑選合適的推廣方法和推廣關鍵詞。
④在網(wǎng)站建設完成后，對酒店的相關人員，從管理層到操作人員，進行網(wǎng)絡營銷培訓。
⑤定期對網(wǎng)站內(nèi)容進行更新，讓訪問者能夠了解到酒店的最新動態(tài)和最新產(chǎn)品。
⑥確定專人，對訪問者的咨詢等進行及時跟進回復。
⑦組織相關負責人，在行業(yè)網(wǎng)站上注冊會員，發(fā)布酒店產(chǎn)品信息。
⑧收集客戶聯(lián)系方式，對新老客戶進行定期的郵件問候，并發(fā)送新品及促銷信息。
⑨為網(wǎng)站做好搜索引擎優(yōu)化，提高搜索概率，讓搜索核心關鍵詞時自然排名靠前。
⑩根據(jù)網(wǎng)站的訪問量和客戶訪問情況，及時調(diào)整網(wǎng)站內(nèi)容和網(wǎng)站推廣策略。
B酒店
①網(wǎng)站選用的是現(xiàn)成的模板，雖然聘請了網(wǎng)站開發(fā)人員，但是既做程序又做設計，不管是網(wǎng)站設計還是網(wǎng)站功能，都給人很不專業(yè)的感覺。
②網(wǎng)站完成后，內(nèi)容就一直沒有更新過。
③網(wǎng)站推廣所選擇的關鍵詞不準確，客戶難以搜索到企業(yè)網(wǎng)站。
④由于網(wǎng)站沒有做好優(yōu)化，搜索引擎的排名十分靠后。
⑤客戶在網(wǎng)站上的留言一直沒有人回復，偶爾打電話過來咨詢還被前臺認為是騷擾電話給回絕了。
思考與習題
①上述案例中，A酒店的成功與B酒店的失敗，帶給我們什么啟示？
②想一想，網(wǎng)絡營銷的要求有哪些？
③A酒店在網(wǎng)站建設完成后，對酒店工作人員進行了培訓，你認為有必要么？為什么？
④為什么說網(wǎng)站完成后，內(nèi)容就一直沒有更新過是B酒店的失敗原因之一？
What are the requirements on the hotel network marketing?
A Hotel B Hotel is a southern city two strength competitors. In network marketing, the two hotels to select different modes: A Hotel Select a hotel Internet marketing consultant company for development and maintenance of the overall design; B Hotels is to buy a website template, hire website developers, their Website Design and website promotion.
A year later, A hotel online booking effectiveness significantly, B, deserted hotel website transactions, coupled with the management site cost is too high, then shut down the site, quit network marketing. Also do "network marketing" and why the two hotels the results obtained are so different? We look at two hotels, the specific implementation of network marketing:
A Hotel
, First of all, on the basis of the factors in the analysis of hotel market positioning, competitive environment, target customers, sales channels, develop goals and strategies of network marketing and network marketing development of the overall input-output ratio.
② According to the network marketing strategy, web programming, web promotion plan.
The ③ selection of professional interface designers and functionality developers to create Web site; and the selection of suitable ways to promote and promote keywords.
④ In the website construction is completed, the hotel staff, from management to operators, network marketing training.
The ⑤ regularly updated content of the website so that visitors can understand the latest developments and the latest products of the hotel.
⑥ identify a contact person for timely follow-up consultation on the visitor's reply.
⑦ organization responsible person in the industry Web site registered member, released the hotel product information.
⑧ to collect customer contact information, new and old customers to carry out regular e-mail greetings, and send the new product and promotional information.
⑨ natural ranking for the site to do search engine optimization, search probability, so that the search for core keyword.
The ⑩ based on site visits and customer access, and adjust the site content and website promotion strategies.
B hotel
① site selection is a ready-made templates, and hired a Web site developer, but both do the program to do a design, website design or website features, all seem very professional feel.
② site is completed, the content has not been updated.
The ③ website promotion by selected keywords is not accurate, making it difficult to search the corporate website.
④ Because the site does not do optimization, search engine ranking is very rearward.
The ⑤ customers message on the site has been no one replies, occasionally call me to the consultation has also been front harassing phone calls rejected.
Thinking and Problems
(1) above cases, the failure of A, the success of the hotel and B Hotel, brings us what is enlightenment?
② think about it, what are the requirements of network marketing?
③ A hotel in the site construction is completed, the hotel staff training, do you think is necessary? Why?
④ why the site is completed, the content has not been updated is one of the causes of the failure of B Hotel?
