Research On Social Media Marketing Strategy Of JY Hotel

Mobile Internet more and more touches every aspect of people’s life,but also subtly changes our consumption habits.Social media represented by We Chat,Tik Tok,Snack Video and other short videos have become the most important traffic entrance of mobile terminals,and more and more hotels begin to use social media marketing.Coupled with the negative impact of COVID-19 on hotel tourism,JY hotel is seeking changes in marketing.how to use social media marketing to open up new customer group market,meet consumer demand,strive for more customer market,so as to improve the overall revenue of the hotel.Taking JY hotel as the research object,this thesis makes an in-depth analysis of the problems existing in social media marketing of JY hotel by using questionnaires combined with the current situation of social media marketing.Through the macro and micro environment of JY hotel analysis and SWOT strategy analysis,clear JY hotel marketing environment.Based on AISAS consumer behavior model,the cycle of consumption starts from attracting attention and arousing interest,to triggering consumers to search and buy,and finally completes through word of mouth sharing.Based on the actual situation,a set of social media marketing strategies suitable for JY hotel should be constructed to solve the actual problems of the hotel,so as to help the hotel find the right marketing methods,improve the interaction between the hotel and customers,enhance customer stickiness,expand the hotel brand value,and thus drive the overall revenue of the hotel.Based on AISAS theoretical model,this thesis helps JY hotel to walk through some marketing difficulties.JY hotel’s social media marketing strategy is not subverting the existing marketing channels,but combining with the existing marketing channels,using social media platform to open up new customer market,so as to improve hotel revenue.Social media marketing in the hotel industry is still in the exploratory stage.I hope this study on social media marketing can provide some reference for peers.