摘要
摘要
随着科技的发展，对于各个行业的影响很大，所以传统的营销手段已经无
法满足当前的经营需求。特别是酒店行业，为了能够保障自身的发展，也开始
发展网络营销。此次主要针对天津 H酒店进行研究，以此了解该酒店的网络营
销现状。在此次的研究之中，利用文献综述法、访谈法等方法进行论述，基于
网络营销理论以及结合 4P营销理论进行研究。此次的研究目的是能够探寻天津
H酒店的网络营销情况。此次的研究内容主要包含 7部分内容，具体内容如下所
述：
第一章是绪论，论述研究背景、意义、国内外研究现状等内容。第二章是
相关理论概述，主要概述的是网络营销、4P营销理论、OTA等理论内容，通过
此部分的论述和总结，为此次的研究奠定理论基础。第三章是天津 H酒店营销
环境进行分析，针对宏观、微观环境进行论述，并结合了 PEST等方法。第四章
是阐述天津 H酒店的营销现状，介绍酒店的基本情况，论述该酒店的市场定位，
以及网络营销的基本现状。第五章是针对天津 H酒店网络营销问题进行论述，
首先总结分析了此次的问卷调查情况，探寻该酒店产品、价格、定价以及渠道
方面的问题。第六章提出天津 H酒店网络营销解决对策。针对前一章的问题提
出相应的解决意见，产品方面，完善服务、丰富产品种类；价格方面，房价制
定多样化、完善会议厅优惠策略；渠道方面，丰富网络营销渠道、及时更新酒
店账号讯息；促销方面，创新促销模式，完善会员促销方案。第七章是总结与
展望，针对全文进行总结，并且展望未来。通过研究发现天津 H酒店需要与时
俱进，不断完善自己的网络营销渠道，通过利用先进的 OTA、O2O等模式，为
酒店的发展提供新的途径。
关键词：天津 H酒店；网络营销；关系营销；品牌塑造；大数据
I

Abstract
Abstract
With the development of science and technology, it has a great impact on various
industries, so traditional marketing methods can no longer meet the current business
needs. In particular, the hotel industry, in order to ensure their own development, also
began to develop network marketing. This study focuses on TIANJIN H hotel, in
order to understand the current situation of the hotel's network marketing. In this
study, literature review method, interview method and other methods are used to
discuss, based on network marketing theory and combined with 4P marketing theory.
The purpose of this study is to explore the network marketing situation of H Hotel in
Tianjin. This research mainly includes 7 parts, the specific contents are as follows:
The first chapter is the introduction, which discusses the research background,
significance and research status at home and abroad. The second chapter is an
overview of relevant theories, which mainly summarizes network marketing, 4P
marketing theory, OTA and other theoretical contents. Through the discussion and
summary of this part, it lays a theoretical foundation for this research. The third
chapter analyzes the marketing environment of H Hotel in Tianjin, discusses the
macro and micro environment, and combines PEST and other methods. The fourth
chapter describes the marketing status of TIANJIN H Hotel, introduces the basic
situation of the hotel, discusses the market positioning of the hotel, and the basic
status of network marketing. The fifth chapter discusses the network marketing
problems of H Hotel in Tianjin. Firstly, it summarizes and analyzes the questionnaire
survey and explores the problems in product, price, pricing and channel of the hotel.
The sixth chapter puts forward the solutions of tianjin H hotel network marketing. Put
forward corresponding solutions to the problems in the previous chapter. In terms of
products, improve services and enrich product categories; In terms of price, the house
price should be diversified and the preferential strategy of the conference hall should
be improved. Channel, rich network marketing channels, timely update the hotel
account information; Promotion, innovation promotion mode, improve the member
promotion plan. The seventh chapter is the summary and outlook, which summarizes
II

Abstract
the whole paper and looks into the future.Through the research, it is found that H
Hotel tianjin needs to keep pace with The Times, constantly improve its network
marketing channels, and provide new ways for the development of the hotel by using
advanced OTA, O2O and other modes.
Key words: H Hotel Tianjin; Network marketing; Relationship marketing;
Word-of-mouth shaping; Big data
III
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