Research On The Assessment Of Hotel Wechat Public Accounts Marketing Effectiveness

In recent years,benefiting from the network environment and the mobile terminal equipment upgrade,the rapid development of mobile Internet,the number of mobile Internet users is increasing greatly,which affect and change the current social life forms a lot.Because of its massive users and functions,WeChat becomes the important media platform for the mobile Internet era,WeChat public marketing value is generally recognized by the society,more and more hotels carry out the WeChat public accounts marketing which has become a trend.Using the WeChat public accounts marketing can help hotels get more potential customers,strengthen the interaction with consumers,cultivate customers' loyalty,strengthen the hotel marketing management,enhance hotels profitability,but at present,the effectiveness of the hotel Wechat public accounts marketing is uneven in China.Because of the lack of scientific assessment standards,the hotels cannot carry out timely supervision of hotel Wechat public accounts marketing and find out the problems of Wechat public marketing,also the comparison of the Wechat public marketing effectiveness between the hotels is not available,which hampers the promotion of WeChat public accounts marketing.Therefore,the research on the hotel WeChat public accounts marketing effectiveness assessment has a full significance.The research starts with the study on network marketing theory,social media theory and the the hotel WeChat public accounts marketing practice,then adopts the literature research method and the social survey method to identify the affective factors of the hotel WeChat public accounts marketing effectiveness,then uses the social survey method and statistical analysis method to construct the assessment index system and calculation formula of WeChat public accounts marketing effectiveness,then use the index system and calculation formula to evaluate the WeChat public accounts marketing effectiveness of 3 hotels in Xiamen city,finding out the marketing problems,finally basing on the hotel WeChat public accounts marketing structure system,the research gives the marketing promotion strategy.This research aims to enrich the research on the hotel WeChat public accounts marketing effectiveness assessment,and provide the scientific and practical evaluation standards and methods for the hotels,and use the evaluation standards and methods to find out the problems of hotel WeChat public accounts marketing,and then put forward the scientific strategies to promote the hotel WeChat public accounts marketing.