A Research About Hotel Relationship Marketing Strategy In Internet Context

With the popularization of internet application upgrading gradually, more and more attention from hotels is increasingly transferred from virtual transaction to online transaction. Facing with internet market, consumers need more reliable information to reduce transaction risk, and hotel enterprises take relationship marketing strategies to meet the buyers’demand to achieve their own goals. As an important achievement of relationship marketing strategies, Hotel score is an essential reference standard before consumers shopping online, but also is the digital form of the enterprise reputation, and in a sense, it reflects successfulness of the hotel running. In the internet environment, that how to implement relationship marketing strategies is significant to enrich the theories of relationship marketing, and it also is the guidance of hotel management.WWW.qunar.com is the largest Chinese online travel site in the world, and the hotels in it are the research object. The research accords the basic thinking as follows:relationship marketing�'hotel score�'hotel sales. First of all, the running environment of the hotel industry and relationship marketing theory are summarized; Secondly, the hotel score and the application of the internet technology to marketing process are analyzed; lastly, based on the interviews of hotel enterprises、content analysis and questionnaire method, classification variable strategies of the relationship marketing are preliminarily defined. According to the basic research idea, the research model and hypothesis are developed. After interviewing over900hotels from qunar.com,111effective questionnaires are got at last. With the help of EXCEL2010and SPSS11.70, the research model and hypothesis are tested. The prime results are as follows:Firstly, communication and relationship investment are the classification variable strategies of the relationship marketing. Comparing with the communication, relationship investment is more effective to the hotel score.Secondly, the classification strategies of the communication and relationship investment will conduct the action of the hotel marketing. At the same time, it is also important to keep and increase the hotel score.Thirdly, the hotel score impacts the sale significantly, and high score can promote sales growth.The study is on the relationship marketing strategies affecting the hotel score and the latter impacting the sale. The possible innovation maybe:﹑roposing communication and relationship investment as choice categories of the relationship marketing strategies in the internet context. The questions of the questionnaire can direct the implementation activities.②the sample verifies the significant influence on sale from the hotel score which is an import result of the relationship marketing in the internet context. The relationship marketing in the network environment plays an important role, and the theory is improved by the research.