Research On The Marketing Channel Optimization Of W Chain Hotel Under The Internet Environment

With the rapid development of modern network technology,people's demand for mobile Internet is increasing.Mobile Internet has become an indispensable part of people's daily life.This indicates that the market prospect and development potential of the Internet economy is huge.For the traditional service industry of hotels,keeping pace with the development of science and technology and firmly following this trend,we will be able to take the dominant position in the increasingly fierce market competition.Taking W hotel chain as an example,according to the current situation of opportunities and challenges facing the hotel industry in Internet plus under the background of coexistence,this paper deeply analyzes the W hotel chain marketing channel present situation and the existing problems.From the "Internet plus" point of view,put forward the corresponding optimization of marketing channel of W hotel chain,the main design of the overall framework and ideas,including the online channel strategy and channel optimization offline optimization strategy.Online channels mainly emphasize the optimization of official website,precision marketing and push,channel price consistency,dynamic pricing and new development channels.Offline channels mainly optimize reservation services,integrate resources development and cross-border marketing.Under the general framework and train of thought of optimizing marketing channel,we should guide the two line optimization projects under line and online to enhance the scope and validity of marketing and improve hotel profits and popularity.Finally,according to the online and offline plan,organize the hotel related departments and personnel to implement the landing,and then after a period of grinding and testing.According to the optimization of projects and objectives,we make statistical analysis based on the optimized results,and evaluate and discuss the current optimization plan,and draw some suggestions for improvement,so as to provide some references for the hotel managers to optimize the management of hotel marketing channels at this stage.