酒店的網絡營銷職能有哪些呢？
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來源：【人和時代?中國】vi標志設計公司 發布時間：2012-06-25 11:22:59 查看次數：
酒店的網絡營銷職能有哪些呢？
1.網絡品牌
網絡營銷的重要任務之一是在互聯網上建立并推廣酒店的品牌，網絡 營銷為酒店利用互聯網建立品牌形象提供了有利的條件，無論是知名酒店還是一般酒店都可以適合自己的方式展現品牌形象。知名酒店的旗下品牌可以在網上得以延伸和拓展，一般酒店則可以通過互聯網快速樹立品牌形象，并 提升酒店整體形象。網絡品牌設計建立是以酒店網站建立設為基礎，通過一系列的推廣措施，使公眾認知酒店并接受酒店的品牌。
2.網站推廣
一定的訪問量是網站成功的基礎，在互聯網上推廣網址，讓客人熟知網址，是網絡營銷最基本的職能之一，是網絡營銷的基礎工作。尤其對于一般酒店，由于經營資源的限制，發布新聞、投放廣告、開展大規模促銷活動等宣傳機會比較少，因此通過互聯網進行網站推廣的意義顯得更為重要。
3.信息發布
網站是一種信息載體，通過網站發布信息是網絡營銷的基本職能之一。網絡為酒店是發布信息創造了優越的條件，不僅可以將信息發布在酒店網站上，還可以利用各種網絡營銷工具和網絡服務商的信息發布渠道向更大的范圍傳播信息。酒店網絡營銷的一個基本任務就是通過各種網絡手段，將酒店營銷信息以高效的手段向目標用戶、合作伙伴、公眾等群體傳遞。
4.銷售促進
網絡營銷的基本目的是為最終增加銷售提供支持，各種網絡營銷方法大都直接或間接具有促進銷售的效果，但促進銷售并不限于促進網上銷售，事實上，網絡營銷對于促進網下銷售同樣很有價值。
5.網上銷售
一個具有網上交易功能的酒店網站本身就是一個網上交易場所，網上銷售是酒店銷售渠道在網上的延伸，網上銷售渠道建設也不限于網站本身，還包括建立在專業電子商務及與其他電子商務網站不同形式的合作等。
6.客人服務
互聯網提供了更加方便的在線客人服務手段，從形式是最簡單的FAQ（常見問題解答），到郵件列表，以及BBS、MSN、聊天室等各種即時信息服務等。在線客人服務具有成本低、效率高的優點，在提高客人服務水平方面具有重要作用，也直接影響到網絡營銷的效果，因此在線客人服務成為網絡營銷的基本組成內容。
7.客戶關系
建立良好的客戶關系是酒店創造和保持競爭優勢的重要策略。網絡營銷為建立客人的關系、提高客人滿意度和客人忠誠度提供了更為有效的手段，通過網站的交互性，客戶參與等方式在開展客人服務的同時，也增進了客戶關系。
8.網上調研
酒店通過在線調查表或者電子郵件等方式，可以完成網上市場調研。網上調研具有調查周期短、低成本的特點，網上調研不僅為制定網絡營銷策略提供支持，也是整個市場研究活動的輔助手段之一，合理利用網上調研手段對于酒店營銷工作具有重要價值。
網絡營銷的職能是通過各種網絡營銷方法來實現的，網絡營銷的各個職能之間并非相互獨立的，同一個職能可能需要多種網絡營銷方法的共同作用，而同一種網絡營銷方法也可能適用于多個網絡營銷職能。
What are the hotel's Internet marketing functions?
A. Network brand
One important task of network marketing on the Internet and to promote the brand of hotel, network marketing, provide favorable conditions for the hotel to use the Internet to build brand image, whether it is well-known hotel or hotel can be a suitable way to show brand image. Well-known hotel brands in the online able to extend and expand the general hotel through the Internet, you can quickly establish a brand image and enhance the overall image of the hotel. Network brand building is the hotel websites Make the basis of public awareness through a series of promotional measures, Hotels and accept the hotel brand.
(2) Website Promotion
Access the website of the foundation of success, to promote the web site on the Internet, allowing guests to the well-known Web site, network marketing, one of the most basic function is the basis of network marketing. Especially for the average hotel, due to the limitations of management resources, news, advertising, and large-scale promotional activities, less promotional opportunities through the Internet site to promote the significance of the more important.
(3) information dissemination
The site is an information carrier, through the website information is one of the basic functions of network marketing. Network for the hotel to release information to create favorable conditions not only information on the hotel website can also use various network marketing tools and network service providers, information dissemination channels to disseminate information to a larger scale. A basic task of the hotel Internet marketing is by means of a variety of network, the hotel marketing information in an efficient means to target users, partners, public and other groups to pass.
(4) sales promotion
Network marketing, the basic aim is to ultimately increase sales, provide support to the various Internet marketing methods mostly to promote the sale of the effect, directly or indirectly, to promote sales are not limited to the promotion of online sales, network marketing to promote offline sales the same valuable.
5 online sales
A website with online transaction capabilities hotel itself is an online trading sites, online marketing is the online extension of the hotel sales channels, online sales channels is not limited to the site itself, including the establishment of professional e-commerce and other e-commerce website forms of cooperation.
6 guests
The Internet provides a more convenient on-line guest service means, from the form is the most simple FAQ (Frequently Asked Questions) to mailing list, BBS, MSN, chat rooms and other instant messaging services. The online guest service has the advantages of low cost, high efficiency, has an important role in improving the level of guest service, a direct impact on the effect of network marketing, online guest services as the basic building blocks of the content of network marketing.
7 Customer Relationship
To establish a good customer relationship is an important strategy for hotels to create and maintain competitive advantage. The network provides a more effective means of marketing to establish the relationship of the guests, increase guest satisfaction and guest loyalty, interactive, customer participation through the site while conducting guest services, but also enhance customer relations.
8 online research
Hotel through an online survey or e-mail, you can complete the online market research. Online research survey cycle is short, low cost, online research not only provides support for the development of network marketing strategy, but also one of the auxiliary means of market research activities, rational use of online research tool of great value for hotel marketing.
The functions of network marketing, network marketing through various Internet marketing methods to achieve various functions are not mutually independent, the same functions may need a variety of online marketing methods together with a network marketing approach may be applicable in the functions of multiple network marketing.
（版權所有：轉載請注明來源于【人和時代?中國】 http://www.cctvjt.com 作者：先鋒）
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