Analysis On The Marketing Strategy Of Micro - Budget Of Economy Hotel Based On Mobile Internet

With the rapid development of Internet technology, the emergence of smart phones make people’s lives more and more mobile and intelligent in twenty-first Century. Nowadays, the mobile Internet is rapidly rising. The WeChat APP launched by Tencent Inc is the product of the mobile Internet era. With the continuous upgrading of WeChat functions, more and more enterprises expand their own marketing channels, they use WeChat, which is a new media model, to promote their own corporate culture and their own business products to consumers, etc.. WeChat marketing is so quickly into the vision of the enterprise managers, and so as to marketing managers of Econo Hotel. There are three reasons, the first is that the Wechat provides a powerful group of potential customers; the second is that WeChat platform is a direct bridge of communication for users and hotels; the last is that WeChat platform is a window for hotels to advertise their brand image.This paper takes WeChat public platform of Econo Hotel as the research object, and analyses WeChat marketing of the Econo Hotel deeply. First, the author selected four representative WeChat platform of the Econo Hotel——Pod Inn、Home Inn、7 Days Inn and Huazhu Hotel, and then analyzed the messages from July 1, 2015 to December 31, 2015, based on the analysis, the author summaried the rules of pushing the messages of four Econo Hotel Wechat public platform(including the frequency of pushing message, the numbers of messages per time, and the types of messages), the number of messages reading, as well as the users’ reading preferences and so on. Through the analysis, the author concluded the present situation of the Econo Hotel WeChat marketing based on Wechat search and observation, including interface features of the hotel Wechat public platform, the situation of pushing messages and the situation of interaction between users and hotels: the interface functions mainly include the hotel booking, the introduction of hotel products and the information of hotel preferential activity; the types of messages are about the games of hotel carrying out, the offline activities of hotels, promotion with other enterprises, the information of hotel preferential activity, the introduction of hotel products, and the news of hotel; the forms of pushing messages are combination of picture and text; the forms of interaction mainly have micro community, commentary of messages and service consulting. At the same time, the author try to understand the Wechat users’ behavior through the questionnaire, and do a briefly discussion on the research results.Through the analysis of the operation of the WeChat public platform, the author discussed and summarized five marketing models of the Econo Hotel WeChat public platform: the first one is the 020 marketing mode with "sweep the two-dimensional code"; the second one is precision marketing model with the use of artificial customer service and information pushing; the third one is word of mouth marketing mode with the use of information pushing and friend circle; the forth one is interactive marketing model with the use of information pushing and interactive area; the last one is service marketing model with the use of LBS and micro-booking. According to the analysis of the present situation and the patterns of the Econo Hotel WeChat marketing and the analysis of the behavior habit of WeChat users, the author puts forward the strategy of the Econo Hotel WeChat marketing: the first is to form a professional WeChat operations team; the second is that the guide of pushing messages should be the users needs; the third is a combination of multi marketing channels, such as offline activities, Webo and official website of hotel; the forth is to highlight their own features of WeChat marketing; the last is to fully interact with existing users, so that to attract new users.