浅析自媒体时代微博营销对星级酒店的影响
目录
一、绪论 - 1 -
（一）引言 - 1 -
（二）研究背景 - 1 -
（三）文献综述 - 1 -
二、酒店营销新革命——微博营销 - 3 -
（一）酒店微博营销的相关理论 - 3 -
（二）酒店微博营销策略 - 4 -
三、微博营销对星级酒店的影响 - 5 -
（一）酒店微博营销的SWOT分析 - 5 -
（二）酒店微博营销的影响因素 - 6 -
（三）微博营销对星级酒店品牌宣传的影响 - 7 -
四、星级酒店微博营销对策与建议——以上海静安香格里拉酒店为例 - 7 -
（一）微博头像辨识度高，主题清晰明了 - 8 -
（二）酒店设定的微博标签利于搜索 - 8 -
（三）精美的酒店产品，拟人化的互动交流 - 8 -
（四）发布的内容好玩有趣，配图精美，针对性强 - 9 -
（五）关注时尚主流，借助热门话题和媒体名人来提升酒店的知名度 - 9 -
（六）注意发布微博的时间和数量，提高关注率 - 10 -
（七）举行适当的促销活动，提供给粉丝更多的体验机会 - 10 -
五、不足与展望 - 10 -
（一）研究不足 - 10 -
（二）研究展望 - 11 -
参考文献 - 12 -
致 谢 - 13 -
Abstract
In the network media technology developed today, peoples consumption idea has changed greatly, consumption patterns have also diversified development trend of the hotel industry, the traditional marketing methods and concepts have been keep pace with the times, can not meet the large-scale expa
*好棒文|www.hbsrm.com +Q: %3^5`1^9`1^6^0`7^2#
consumption patterns have also diversified development trend of the hotel industry, the traditional marketing methods and concepts have been keep pace with the times, can not meet the large-scale expansion of the hotels needs, information dissemination and acceptance is restricted but, micro-blog marketing pattern is to improve the marketing disadvantages. Therefore, micro-blog will be able to make the hotel marketing in Chinas rapid development of the market.
In recent years, with the popularity of mobile phone, and focus on user experience and exchange of information of the mobile phone client (QQ, WeChat, micro-blog, APP, etc.) are widely used in social software, the self media marketing mode of vigorous development, enrich the star hotel industry marketing mode. In early 2011 it has become a huge number of micro-blog users of social media network, according to the analysis of relevant data, micro-blog users across all ages and from all walks of life, including young people, mostly people and upper income, which is convenient for the hotel to find the target group and the potential consumers from micro-blog. Users are not only ordinary agencyWill the public, there are many popular stars, major fashion magazines, journalists, and the signing of the media V. In this context, star hotel gradually began to accept and adopt the micro-blog marketing, but how to make good use of micro-blog star hotel marketing brings opportunities, improving the hotel occupancy rate and brand influence, this is a star hotel should pay attention to. This paper from the research background, analyzing the status of research and innovation at home and abroad, introduces the related theory of marketing micro-blog Hotel, as well as the most important basic concepts in the micro-blog marketing marketing fans, and through the SWOT analysis of the micro-blog Business HotelMake a simple analysis of the development of sales, and take Shanghai
一、绪论 - 1 -
（一）引言 - 1 -
（二）研究背景 - 1 -
（三）文献综述 - 1 -
二、酒店营销新革命——微博营销 - 3 -
（一）酒店微博营销的相关理论 - 3 -
（二）酒店微博营销策略 - 4 -
三、微博营销对星级酒店的影响 - 5 -
（一）酒店微博营销的SWOT分析 - 5 -
（二）酒店微博营销的影响因素 - 6 -
（三）微博营销对星级酒店品牌宣传的影响 - 7 -
四、星级酒店微博营销对策与建议——以上海静安香格里拉酒店为例 - 7 -
（一）微博头像辨识度高，主题清晰明了 - 8 -
（二）酒店设定的微博标签利于搜索 - 8 -
（三）精美的酒店产品，拟人化的互动交流 - 8 -
（四）发布的内容好玩有趣，配图精美，针对性强 - 9 -
（五）关注时尚主流，借助热门话题和媒体名人来提升酒店的知名度 - 9 -
（六）注意发布微博的时间和数量，提高关注率 - 10 -
（七）举行适当的促销活动，提供给粉丝更多的体验机会 - 10 -
五、不足与展望 - 10 -
（一）研究不足 - 10 -
（二）研究展望 - 11 -
参考文献 - 12 -
致 谢 - 13 -
Abstract
In the network media technology developed today, peoples consumption idea has changed greatly, consumption patterns have also diversified development trend of the hotel industry, the traditional marketing methods and concepts have been keep pace with the times, can not meet the large-scale expa
*好棒文|www.hbsrm.com +Q: %3^5`1^9`1^6^0`7^2#
consumption patterns have also diversified development trend of the hotel industry, the traditional marketing methods and concepts have been keep pace with the times, can not meet the large-scale expansion of the hotels needs, information dissemination and acceptance is restricted but, micro-blog marketing pattern is to improve the marketing disadvantages. Therefore, micro-blog will be able to make the hotel marketing in Chinas rapid development of the market.
In recent years, with the popularity of mobile phone, and focus on user experience and exchange of information of the mobile phone client (QQ, WeChat, micro-blog, APP, etc.) are widely used in social software, the self media marketing mode of vigorous development, enrich the star hotel industry marketing mode. In early 2011 it has become a huge number of micro-blog users of social media network, according to the analysis of relevant data, micro-blog users across all ages and from all walks of life, including young people, mostly people and upper income, which is convenient for the hotel to find the target group and the potential consumers from micro-blog. Users are not only ordinary agencyWill the public, there are many popular stars, major fashion magazines, journalists, and the signing of the media V. In this context, star hotel gradually began to accept and adopt the micro-blog marketing, but how to make good use of micro-blog star hotel marketing brings opportunities, improving the hotel occupancy rate and brand influence, this is a star hotel should pay attention to. This paper from the research background, analyzing the status of research and innovation at home and abroad, introduces the related theory of marketing micro-blog Hotel, as well as the most important basic concepts in the micro-blog marketing marketing fans, and through the SWOT analysis of the micro-blog Business HotelMake a simple analysis of the development of sales, and take Shanghai
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