The Study Of Group-buying Marketing Model Of Hotel In China

In January2011, Qunaier successfully opened the hotel network function, and officially be the first hotel online group-buying website also bring this new marketing model into Chinese Market. Subsequently, almost all the online agencies and group-buying websites started to wildly use this function as a new hotel buying channel. Due to the huge market demand, the hotel group-buying growth very quickly and became an important booking channel for the customers who book and choose hotels, especially when the number of hotels and consumers are increasing day by day. However, behind the scenes during the boom, Chinese hotel group-buying purchase network marketing model has many outstanding problems, to find and solve these problems, is the key to keep this development.This paper is divided into six chapters. The first chapter is introduction, mainly introduce the research background, purpose, significance, content and method. Chapter ii is the definition and research review, review and combing the domestic and foreign scholars’ in the system which on the basis of relevant research results to define the network marketing, network marketing, network group-buying, hotel network group purchase and other important concepts. Chapter iii is the principle and the aid of the theoretical basis of network marketing-4C theories, illustrates the development of network marketing channels and classification, the characteristics of the hotel network group buying and its role in the hotel operation. Chapter iv is the data acquisition and summaries, mainly showing the author for hotel employees in-depth interviews, for consumers to carry out the process of questionnaire survey, and the data obtained, combing the result and analysis. Chapter v describes the development of Chinese hotel group purchase network marketing model, conducted in the hotel’s network group-buying by SWTO analysis, and based on information obtained in the fourth chapter analyses and reveals the Chinese hotel group-buying purchase network marketing mode the existing six prominent problems, puts forward the future five development ideas. Chapter vi is the conclusion, harvest and deficiency, this paper research conclusion, summarizes the research results, points out deficiencies in the study.In this paper which based on the organic combination of theory with practice, the propose of developing hotel group-buying purchase network marketing model strategy for the future domestic group-buying website in hotel network and participate in hotel online team-buying will play a positive role, benign operation of the hotel industry has certain practical value, at the same time also help hotel network group-buying purchase specification and optimize the marketing mode, so to promote the new marketing mode of the hotel’s healthy and sustainable development in China.