Research On HKH Hotel Innovative Marketing Platform

The Internet has penetrated into all areas of our lives,and it will enable people to access information from all sides,making work and life faster and more convenient.As far as the hotel industry is concerned,with the improvement of national income level and living standards,China’s tourism and accommodation industry has also ushered in the opportunity of its prosperous development.However,in the "Internet" era,many hotels did not seize the opportunity of this transformation and upgrading in the first time,and development has entered a bottleneck period.On the one hand,because domestic hotels,especially hotels under four stars,are generally outdated in marketing concepts,they are also tied to conservative marketing methods,mainly relying on their own marketing teams to conduct marketing through interpersonal channels,in marketing management.Lack of creativity and competitiveness.On the other hand,because many domestic hotel management has not caught up with Internet marketing thinking,they have to rely on third-party network distribution channels to build a bridge between customers and hotels through the OTA(Online Travel Agency)network marketing platform.This has changed the hotel’s traditional sales model,making online and online reservations,enabling hotels to communicate with customers efficiently and conveniently,and quickly reach a deal to achieve the ultimate goal of marketing.At the same time as the rapid development of the OTA,the contradiction between the hotel and the OTA has gradually intensified.The specific performance of most hotels can not be separated from OTA independent marketing,making OTA channels replace the hotel’s independent marketing channels,occupying a dominant position in marketing.At present,in the domestic hotel marketing channel,OTA’s bargaining power is getting stronger and stronger,not only asking the hotel to provide its lowest price,but also charging the hotel commission,which makes the hotel overwhelmed.From this point of view,the domestic traditional hotel industry has faced enormous challenges from the management of its own marketing channels and strategies.In addition,the growth of the OTA industry continues to deepen the contradiction between the two,making the hotel difficult to develop in the context of the Internet era.How to use information technology to innovate hotel marketing model to enhance its competitiveness;how to effectively avoid the risks brought by OTA distribution channels,and find ways to use the Internet cross-marketing platform communication tools(such as We Chat)at the lowest cost to help hotels rationally use marketing strategies to OTA The customer source is transformed into its own direct sales customer,and creating its own network marketing model is an urgent problem to be solved in the traditional hotel industry.This paper analyzes the defects of traditional hotel industry’s own marketing management,analyzes the growth advantages and problems of OTA through 4C and 4P marketing theories,and then combs out the contradictions between the hotel industry and the OTA industry.This leads to the internal and external factors and necessity of the HKH marketing platform.The article will combine the research results of domestic and international marketing management,through the Internet innovation marketing theory,OTA marketing model theory,customer relationship management theory,customer loyalty management and other theoretical analysis,combining SWOT theory to explain the strategy feasibility of HKH marketing platform.By visiting the accommodation industry associations,collecting hotel development status data;visiting the HKH marketing platform and its online hotels,obtaining internal survey data,using the case study method,HKH marketing platform hotel under the extensive data collation and comparison of HKH marketing platform Innovative marketing model to conduct research,analyze how this marketing model can effectively transform the OTA customer source into a direct sales customer,provide reference for the hotel to establish a new network marketing model,and explore the strong competition of OTA for the marketing innovation management of the hotel industry.The article will further elaborate on the current problems and weaknesses of HKH,a new hotel direct selling model,and analyze how HKH can continue to innovate and develop in order to survive in the future.Finally,based on the theory and case studies,it provides development countermeasures for HKH,which helps this marketing platform to enhance its vitality and gain a place in the era of Internet marketing.