Research On Hotel Service Marketing Strategy Based On Online Evaluation

The appearance of the Internet era has brought shocks and opportunities for the development of the hotel industry.On the one hand,people's living standards have improved and their requirements of physical enjoyment continue to increase.Upon the open and transparent Internet,the threshold for high-end hotels has been leveled up,and some of them that are poorly managed and unclearly positioned in the market are slowly being eliminated from the market.High-end hotels are also in danger of bankruptcy.On the other hand,the Internet has brought the relationship between hotels and consumers closer,providing opportunities for increasing hotel loyalty.The hotel industry is a happy industry because the hotel is a part of travel and can bring wonderful experiences to consumers from all over the world.At the same time,the hotel industry is also a painful industry,because profit is always a huge problem for hotel managers.The capital flow also means a lot of costs.In the Internet era,the development of the hotel industry is coexisting with pressure and opportunity.In order to make better use of Internet resources,with the hotel's online evaluation,this paper studies the influence of online evaluation on various factors in the hotel sales chain and combines it with hotel service marketing.Based on various researches at home and abroad,this article combs the related theories of online evaluation and service marketing.On the relevant theoretical aspects of online evaluation,I elaborated on the concepts of online evaluation and online consumers,and clarified the dual attributes of online consumers who have both online reviewers and readers,and focused on the online evaluation in different situations.The effects of the dissemination and its own multi-faceted content features provide a theoretical basis for the elaboration of online reviews on the various aspects of service marketing.At the same time,I studied the information provided by Chinese Hotel Associations and other institutions,and found out that consumers are more willing to participate in online evaluations in terms of factors such as seeking self-participation,enhancing self-worth,and helping others.The impact of online evaluation on consumers is great.In relation to the theoretical aspects of service marketing,I introduced related marketing theories and combined with the reality of the Internet,pointed out that in the new era the hotel industry should convert old marketing,carry out more specific and innovative service marketing to achieve breakthroughs in both product and service aspects.Combining with the actual operation status of GH Grand Hotel and the analysis of relevant service marketing factors such as brand image,customer distribution,and consumer experience,I discovered that there are loopholes in GH Grand Hotel's online service marketing,such as not paying enough attention to the content of online evaluation of customers,can't deal with consumers' "negative prejudice" and can't use the Internet to achieve online communication well.In order to promote the GH Grand Hotel to achieve service marketing goals based on online evaluation,I started with the hotel industry as a whole,and put forward four ideas.For example,forming a “hotel + online evaluation” thinking mode and promoting the value of hotels through an online platform,and analyzed the relevant elements and some restrictive factors of online marketing to carry out service marketing.I recommended the GH Grand Hotel to include seven marketing measures such as online optimization information,positive responses and incentives,value reviews,timely remedy of negative reviews,and emphasis on consumer privacy and promotion.And according to the actual situation of the GH Grand Hotel,the research was provided to the Group's OTA platform to develop network service marketing,then gradually formed its own service system,and finally achieved to establish its own loyalty membership system in order to ensure the GH The hotel's new service marketing strategy can be successfully implemented.In conclusion,this study puts forward the idea of using online evaluation to carry out hotel marketing in accordance with the current situation of the times.According to the current operation and marketing of GH Grand Hotel,it constructs specific service marketing strategies for the above ideas and provides safeguard measures to encourage GH Grand Hotel to establish itself.The direct sales system has certain practical significance as well.