Research On Optimization Of Network Marketing Channel Of H Economy Hotel

With the rapid development of "Internet+" and online booking travel market,more and more consumers choose to book hotels through online channels.H-based hotel network marketing channels have been built for a long time.In the early stage of development,they relied on OTA and group buying websites.Such platforms have expanded the online market.After several years of explosive development,these third-party platform websites continue to compress the profits of H hotels.The conflict between direct channels and indirect channels of H hotel networks has increased;The economic development has led to changes in the structure of consumer groups,and consumer demand is constantly escalating.In order to solve the conflict between direct network marketing channels and indirect network marketing channels,improve the current situation of market expansion and vicious competition in the early stage,accurately serve consumers' needs and optimize consumer experience,the online marketing channels of H economy hotels need to be optimized.This paper starts with the behavior preference of consumers to choose the booking channel,and takes the online booking channel as the core.When consumers book economic hotels through internet,we shall take influence factors as consideration.Exploring the influence factors of choosing channels,I designed the questionnaire,and went to H hotel to collect results.The results of the exploratory factor analysis,contains extraction of security,ease of use,operability,personalization,interaction,value-added services,user interface seven common factors.When booking channels,these seven dimensions are more important than others,and the contribution rates of each factor are ranked,and the safety factor has the largest variance contribution rate.According to the contribution of the seven factors in the questionnaire results,this paper proposes relevant optimization suggestions for the online marketing channels of H economy hotels.