基于团购3.0模式的我国经济型酒店网络团购营销研究.doc

摘要:近年来随着我国经济的不断发展，人民生活水平的不断提高，经济型酒店如雨后春笋般在中国的各大中型城市蓬勃发展。随着互联网的高速发展，人们对于网络的依赖程度不断加重，经济型酒店借助网络的信息化平台开展酒店营销已经成为普遍现象。以前传统营销方式已远远不能满足经济型酒店营销的需求。由于网络营销突破时空性限制、数字化信息优势、信息沟通及时性等特殊优势，已成为经济型酒店寻求提升核心竞争优势的有效手段之一。网络营销是经济型酒店拓展企业销售渠道最关键、最敏感的一环。随着消费者网络购物意识增强,酒店网络营销借鉴新媒体手段,尤其是网络团购和SNS社交网站来拓宽企业销售渠道是必然趋势。

　　本文主要从经济型酒店的发展现状入手，通过结合经济型酒店当前的网络团购的发展情况，得出基于团购3.0模式的我国经济型酒店网络团购营销策略，预测团购3.0模式在我国经济型酒店未来发展方向。

关键词：经济型酒店 团购3.0 市场营销 营销策略

ABSTRACT:With the continuous development of our country's economy in recent years, the continuous improvement of people's living standard, economy hotels have sprung up in various large and medium-sized cities in China is booming. With the rapid development of Internet, people rely for network degree deepening, budget hotels use network information platform to carry out the hotel marketing has become a common phenomenon. Before the traditional marketing way has far cannot satisfy the needs of the economy hotel marketing. Due to the network marketing breakthrough time and space constraints, digital information timeliness, information communication, and other special advantages, has become the economy hotel one of the effective means to improve the core competitive advantage. Network marketing is the most critical economy hotel development enterprise sales channels, the most sensitive part. As consumer online shopping consciousness enhancement, the hotel network marketing reference new media means, especially the network group buying and SNS social networking sites is inevitable trend to broaden sales channels

This article mainly obtains from the economy hotel development present situation, by combining with the development of economy hotel's current network group buying situation, concluded that based on group buying 3.0 mode of our country economy hotel group purchase network marketing strategy, predict groupon 3.0 mode in our country economy hotel development direction in the future.

Keywords: economy hotel；groupon3.0；marketing management；marketing strategy

　　　由于市场需求的变化，消费者消费习惯的改变，高档酒店的盈利模式也在发生改变，经济型酒店由于其自身的特点受到越来越多人的追捧，成为酒店业的亮点，越来越多的经济型酒店如雨后春笋般崛起。许多投资者也纷纷加入到这一行列，想要分的一块“蛋糕”例如把原先的饭店经过装修后改装成为环境清幽，风格简捷，舒适干净，价格合理的经济型酒店。由于越来越多的投资者的加入，相

信经济型酒店在未来几年的发展将会更加迅速，逐渐成为住宿市场的主流。经济型酒店能否更好的体现其经济价值，应该如何发展经济型酒店，这都是迫切需要考虑和研究的问题，因此我对经济型酒店网络发展现状进行分析，找出经济型酒店的网络发展之路。