The Study On The Wechat Marketing Strategy Of Hotels

With the continuous development of modern science and technology,all kinds of network media arises at the historic moment.In January 2011,Tencent developed an application for phones which can send text and image messages timely and support group voice chat-Wechat.After several years of development,WeChat began in-depth every aspect of people’s life,the number of users of WeChat is growing rapidly and WeChat marketing increasingly caught the attention of the enterprises.In the face of the increasing popularity of this new marketing pattern,hotel managers should seize the opportunity,establish effective WeChat marketing systems.Based on the relevant theories of network marketing and hotel WeChat marketing,this article design questionnaire analyzing the hotel WeChat consumer behavior on the one hand,and select samples of hotels to analyze the present situation of the hotel WeChat marketing on the other hand.Through questionnaires,we in-depth understand the preferences and habits of hotel WeChat consumers.The questionnaire is divided into two parts:personal information and the using habits of public account of hotel WeChat.Personal information includes the following factors:age,gender,level of education,occupation,etc.;the using habits of public account of hotel WeChat includes preference language style of information pushed,the frequency and quantity of information they can accept,the cause of unfollowing public account.We discuss the factors influencing consumers’behavior through the analysis of questionnaire.We choose 90 representative hotel WeChat public accounts as sample and explore the current situation of hotel WeChat marketing from the reading quantity,frequency and quantity of the information pushed,WeChat interaction and online booking.And we also analyze the current problems existing in the process of WeChat marketing in this way.Combining the analysis results of the above two aspects,the author thinks that the hotel operator should start WeChat marketing from the two main directions:one is to strengthen its public account management,Second is to improve the quality of information pushed from the following several aspects:moderate push frequency,appropriate delivery time and amount of a single push conform to consumer requirements,the tweets style that consumer can accept and content to attract the consumer.