Marketing Strategy Study Of Networking Word Of Mouth For Hotel

With the popularization of the Internet technology and rapid development of oursociety in recent years, the amount of people surfing on the internet is increasing andmore and more people choose to do shopping or order service via the internet. Theyprefer searching the net about what they need and sharing their shopping experience onthe internet. Hence networking word of mouth (NWOM)-releasing the information ofproduct or service, is gradually showing an important role to make the right purchasedecision in helping customers. Scholars at home and abroad are paying more and moreattention on NWOM, but in the field of hospitality industry, the researches of effects onnetworking marketing, impact mechanism, marketing strategies are relatively deficient.On the basis of summarizing literature, the study selected Chongqing XJ hotel’sInternet word of mouth marketing as the research object, firstly, through combing theliterature at home and abroad, summarizes the existing research results on the Internetword of mouth; then elaborated the current that enterprise can choose internetword-of-mouth marketers industry model mainly the consulting company to provideconsulting services, Internet word of mouth marketing agencies to implement Internetword of mouth marketing activities, network media to build word-of-mouth platformthree, starting with current situation of XJ hotel network marketing from the main hoteland consumer, and the existing problems were analyzed; then according to the hotel’starget customers and marketing purposes, the hotel network marketing can includeshopping website sales and customer service, forum the release of the soft, blog, usingsocial media such as micro-blog these three categories of marketing, finally on the basisof the above constructs including Internet word of mouth shape, introduction,propagation and maintenance of a series of perfect XJ hotel network marketing strategy,and we puts forward some matters that needing attention XJ hotel to implement itsInternet word of mouth marketing strategy for the marketing strategy system, for thehotel network port Provide effective practical monument marketing strategy.