Research On Hotel Precision Marketing Strategy Based On Big Data

As the economy and the rapid development of modern information technology,large data gradually changed the way businesses operate.The wide application of big data analytics,make enterprises from production to sales there have been great changes in each part.More and more enterprises focus on the important role of big data in the enterprise marketing,precision marketing operations based on large data.Also,the great development to drive the development and progress of China's hotel industry,at the same time also brought unprecedented management pressure to hotel: occupancy decline,decline in customer loyalty,and word-of-mouth problems gradually emerge.In order to better meet the challenges of the external,seize the development opportunity,the hotel industry use big data to carry out the accurate marketing is imminent.Beijing JD hotel earlier in China in the present study to create economic hotel chain type,finally to the same problem in development.For this reason,this article first to the related literature and research results,and the need to study the content of the article was defined,and through the analysis of the JD hotel resources were analyzed,and problems to find the hotel marketing management,and from the JD from two aspects of theory and practice to explore Beijing hotel precision marketing strategy based on large data,this article through to the macro environment of hotel operations and management environment analysis,it is concluded that the project shall adopt the accurate marketing strategy based on big data,and puts forward the implementing the strategy for the hotel on the implementation of specific strategies and measures.