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摘 要
旅游业是中国社会主义市场经济中至关重要的一部分，而其中酒店业扮演着关键的角色。中国的酒店业根据硬件设施和软件服务标准的不同，分为高、中、低档酒店等多种类别。近年来，越来越多的商务人士和旅游者选择入住中档酒店，使其成为酒店业中备受欢迎的类型之一。同时，随着互联网技术的发展，越来越多的消费者开始通过网络渠道进行酒店预订，这也推动了酒店网上预订市场的快速扩大。。
本文探讨张家口W酒店在网络营销方面的问题，并提出渠道优化建议，以解决自身渠道不足、三方代理体验不佳和酒店冲突等问题。通过SWOT分析和网络数据调查相结合，为酒店提供切实可行的建议和解决方案。本文提出的建议主要从用户体验和创新服务两个角度出发，以期为W酒店在网络营销渠道方面提供有效的解决方案。
关键词：中档酒店；网络营销渠道；渠道优化
ABSTRACT
The tourism industry is one of the important components of China’s socialist market economy development, and the hotel industry is the most crucial component of the tourism industry. The hotel industry in China has multiple categories, which can be classified according to different hardware facility construction and software service standards, including high-end, medium, and low-end hotels. In recent years, mid range hotels have become increasingly popular and favored by various groups such as business people and tourists. At the same time, the online hotel booking market is also rapidly expanding, and more and more consumers are choosing to book hotels through online channels.
This article aims to explore the problems faced by W Hotel in Zhangjiakou in terms of online marketing channels. Using a combination of SWOT analysis and online data survey, this article proposes some channel optimization suggestions for W Hotel to address issues such as insufficient channels, poor experience of third-party agency channels, and hotel conflicts. The suggestions proposed in this article mainly focus on user experience and innovative services, in order to provide effective solutions for W Hotel in terms of online marketing channel
Keywords: Mid-range hotel; Network marketing channel; Channel optimization
目□□录
□□1.1□研究背景
□□1.2□研究意义
□□□□1.3.1□相关概念
□□□□1.3.2□相关理论
□□□□1.3.3□SWOT分析法
□□□□2.2.1□官方网站
□□□□2.2.2□OTA平台
□□□□2.2.3□社交媒体
□□□□2.2.4□搜索引擎
□□□□2.3.1□优势分析
□□□□2.3.2□劣势分析
□□□□2.3.3□机会分析
□□□□2.3.4□威胁分析
□□□□4.1.1□合理选择在线渠道
□□□□4.1.2□加强平台信息管理
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