Hotel Innovation Marketing Research Based On Mobile Customer Behavior Analysis

With the quick and rapid development of mobile Internet technology, mobile terminals have become one of the important keys of the mobile Internet development. All walks of life will take mobile terminals as new marketing battlefield. Hotel industry is certainly a member of them with no exception.In order to take advantage in the fierce market competition, a better and efficient marketing strategy is necessary. Of course it needs enterprise have a firm grasp of consumer demand, consumer bias or characteristics.The theme of this paper is research of hotel innovation marketing based on the analysis of consumer behavior of mobile intelligent terminals.From the perspective of consumer behavior of mobile intelligent terminals, this paper studies the behavior of Chinese consumers in the mobile Internet era.then gives classification analysis, sum up the characteristics of consumer consumption and consumer intention by means of designing and collecting questionnaires and combining with previous literature and reports.According to the questionnaire data got, I have five characteristics (mobile reservation frequency, mobile booking platform, booking time in advance.booking consumption, booking motivation) of mobile customer booking behaviors to analysis. And I got the conclusion that mobile customer have a mature mobile booking behavior. They have a favor of booking hotel on big online travel agencies mostly in 24 hours, most of them choose comfort hotel with business travel and tourism reservation.Hope that a few suggestions for reference to the Chinese hotel marketing innovation and development can be provided.