【摘要】：隨著網(wǎng)絡(luò)應(yīng)用大眾化的逐漸升級(jí),越來越多的酒店將注意力由現(xiàn)實(shí)交易轉(zhuǎn)移到了以網(wǎng)絡(luò)為平臺(tái)的虛擬交易。面臨網(wǎng)絡(luò)虛擬市場(chǎng),消費(fèi)者需要更為可靠的信息來降低交易風(fēng)險(xiǎn),酒店企業(yè)采取的關(guān)系營銷策略滿足了買方的需求也實(shí)現(xiàn)了自身目標(biāo)。酒店評(píng)分作為酒店企業(yè)實(shí)施關(guān)系營銷策略極其重要的成果,是消費(fèi)者在網(wǎng)購前的重要參考標(biāo)準(zhǔn),也是企業(yè)信譽(yù)的數(shù)字化形式,對(duì)企業(yè)經(jīng)營成功與否具有特殊的意義。在網(wǎng)絡(luò)環(huán)境下如何實(shí)施關(guān)系營銷策略,對(duì)于豐富關(guān)系營銷理論和指導(dǎo)酒店企業(yè)經(jīng)營實(shí)踐具有重要意義。 本研究以全球最大的中文在線旅行網(wǎng)站去哪兒網(wǎng)中的酒店為研究對(duì)象,確定了酒店的關(guān)系營銷策略→酒店評(píng)分→酒店銷售量的根本研究思路。在具體研究中,首先對(duì)酒店業(yè)經(jīng)營環(huán)境的變化和關(guān)系營銷理論作了總結(jié),然后對(duì)酒店評(píng)分和酒店利用網(wǎng)絡(luò)技術(shù)的營銷歷程進(jìn)行了分析整理,通過對(duì)酒店企業(yè)的訪談,并采用內(nèi)容分析及問卷預(yù)調(diào)研的方法,確定了關(guān)系營銷策略及其分類變量策略的初步集合。最后依據(jù)根本研究思路,構(gòu)建研究模型和提出假設(shè)。本研究對(duì)去哪兒網(wǎng)900多家酒店企業(yè)作調(diào)研,最終獲得111家企業(yè)的有效問卷數(shù)據(jù)。經(jīng)過EXCEL2010和SPSS11.70工具對(duì)數(shù)據(jù)的處理分析,檢驗(yàn)了模型和假設(shè)。主要結(jié)果如下： 第一、網(wǎng)絡(luò)環(huán)境下的酒店關(guān)系營銷策略選擇范疇為溝通策略和關(guān)系投資策略。相較于溝通,關(guān)系投資更加有效,更能影響關(guān)系營銷效果—酒店評(píng)分。 第二、溝通和關(guān)系投資的分類變量為單向溝通、形象投資、服務(wù)投資和專用投資。這些分類變量的測(cè)量題項(xiàng)作為酒店關(guān)系營銷策略的具體實(shí)踐活動(dòng),可以作為酒店維持和提升評(píng)分過程中的系統(tǒng)性指導(dǎo)理論。 第三、酒店評(píng)分對(duì)銷售量有顯著的影響,高評(píng)分能夠促進(jìn)銷量的增長。 將關(guān)系營銷策略分類變量作為自變量,研究其對(duì)酒店評(píng)分的影響,進(jìn)而探討酒店評(píng)分對(duì)銷量的作用,本研究可能存在的創(chuàng)新有：①提出網(wǎng)絡(luò)環(huán)境下的酒店關(guān)系營銷策略的選擇范疇為溝通和關(guān)系投資,分類策略為單向溝通、服務(wù)投資、形象投資和專用投資。據(jù)此設(shè)計(jì)出的問卷中的測(cè)量題項(xiàng)作為具體的策略實(shí)施活動(dòng),確定了網(wǎng)絡(luò)環(huán)境下的酒店關(guān)系營銷策略的整體集合,使關(guān)系營銷策略在網(wǎng)絡(luò)環(huán)境下更具有實(shí)踐指導(dǎo)意義。②以中文酒店評(píng)論最多的去哪兒網(wǎng)中的酒店企業(yè)為樣本,驗(yàn)證了酒店評(píng)分對(duì)銷售量的顯著影響,酒店評(píng)分作為實(shí)施關(guān)系營銷策略的最重要成果之一,反映了關(guān)系營銷在網(wǎng)絡(luò)環(huán)境下的重要作用,進(jìn)一步完善了關(guān)系營銷理論在網(wǎng)絡(luò)環(huán)境下的研究。
[Abstract]:With the gradual upgrading of the popularization of network applications, more and more hotels have shifted their attention from real transactions to virtual transactions based on the network. Facing the network virtual market, consumers need more reliable information to reduce the transaction risk. The relationship marketing strategy adopted by hotel enterprises meets the needs of buyers and achieves their own goals. Hotel scoring, as an extremely important achievement in the implementation of relationship marketing strategy in hotel enterprises, is an important reference standard for consumers before online shopping, and is also a digital form of enterprise reputation, which is of special significance to the success of enterprise management. How to implement relationship marketing strategy in the network environment is of great significance to enrich the theory of relationship marketing and guide the management practice of hotel enterprises. In this study, the hotel in which the world's largest Chinese online travel website went to the hotel was taken as the research object, and the fundamental research idea of hotel relationship marketing strategy / hotel rating hotel sales volume was determined. In the concrete research, first of all, the change of hotel business environment and the theory of relationship marketing are summarized, then the hotel score and the marketing process of hotel using network technology are analyzed and sorted out, and through the interview with hotel enterprises, By using the methods of content analysis and questionnaire pre-investigation, the preliminary set of relationship marketing strategy and its classified variable strategy is determined. Finally, according to the fundamental research ideas, the research model is constructed and the hypothesis is put forward. In this study, more than 900 hotel enterprises were investigated, and the valid questionnaire data of 111 enterprises were obtained. Through the analysis of data processing by EXCEL2010 and SPSS11.70 tools, the model and hypothesis are tested. The main results are as follows: first, the choice of hotel relationship marketing strategy in the network environment is communication strategy and relationship investment strategy. Compared with communication, relationship investment is more effective and can affect the effect of relationship marketing-hotel score. Second, the classified variables of communication and relationship investment are one-way communication, image investment, service investment and special investment. As a specific practical activity of hotel relationship marketing strategy, the measurement items of these classified variables can be used as a systematic guiding theory in the process of hotel maintenance and promotion. Third, the hotel score has a significant impact on sales, high scores can promote the growth of sales. Taking the classification variable of relationship marketing strategy as independent variable, this paper studies its influence on hotel score, and then discusses the effect of hotel score on sales volume. The possible innovations in this study are as follows: 1) the choice categories of hotel relationship marketing strategy in the network environment are communication and relationship investment, and the classification strategies are one-way communication, service investment, image investment and special investment. As a specific strategy implementation activity, the measurement items in the questionnaire are designed to determine the overall set of hotel relationship marketing strategies under the network environment. It makes the relationship marketing strategy have more practical guiding significance in the network environment. 2 taking the hotel enterprises in which the Chinese hotels have the most comments as a sample, this paper verifies the significant influence of the hotel score on the sales volume. Hotel scoring, as one of the most important achievements in the implementation of relationship marketing strategy, reflects the important role of relationship marketing in the network environment, and further perfects the research of relationship marketing theory in the network environment.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F719

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