摘要
抖音对于优化消费体验、提高顾客满意度、促进酒店营销推广具有重要意义。其中,存在的风险为网络舆论,酒店难以单方面平息评论者的质疑声,极易对自身形象造成负面影响。论文以三亚康年酒店的抖音营销为例,挖掘用户在项目活动、产品服务、活跃时间、界面主题等方面的偏好,并结合其他APP对规划营销策略的相关资料进行研究,提出酒店在营销推广方面可以采取内容推送、双向互动、精彩瞬间、亲身体验的模式,对应进行“主题吸粉、立体服务、技术引导、再中心化”的抖音运营管理。
Tik Tok is of great significance to optimize consumption experience,improve customer satisfaction and promote hotel marketing.Among them,the risk is the internet public opinion.It is difficult for hotels to appease the critics'doubts unilaterally,which is easy to cause negative impact on their images.This paper takes the Tik Tok marketing of Sanya Conifer Resort as an example,explores the preferences of users in project activities,products and services,active time,interface theme,etc.,and studies the relevant information of planning marketing strategies in combination with other apps.The paper puts forward that the hotels can adopt the mode of content push,two-way interaction,wonderful moment and personal experience in marketing promotion,and carry out the"theme attracts fans,three-dimensional service,technical guidance and recentralization"of Tik Tok operation management.
作者
廖金灿
曾金华
袁婕妤
陈信任
唐瑞瑶
LIAO Jin-can;ZENG Jin-hua;YUAN Jie-yu(Hunan Normal University,Changsha 410081,China)
出处
《中小企业管理与科技》
2019年第35期137-139,共3页
Management & Technology of SME
基金
湖南师范大学本科生创新创业计划项目(项目批准号:2019081)
关键词
抖音
酒店
营销案例
分析
总结建议
Tik Tok
hotels
marketing case
analysis
summary and suggestion
