酒店微信公众号运营管理及优化策略分析  

Analysis on Operation Management and Optimization Strategy of Hotels' WeChat Public Number

作　　者：陈素平[1] 梅雨晴[1] CHEN Su-ping;MEI Yu-qing(Business School,Xiangtan University,Xiangtan 411105 China)

机构地区：[1]湘潭大学商学院旅游与酒店管理系

出　　处：《广西经济管理干部学院学报》2017年第2期94-101,共8页Journal of GuangXi Cadres College of Economic and Management

基　　金：湖南省教育规划课题"大学生就业软实力培育的研究与实践"(XJK014BGD077)的阶段性成果

摘　　要：微信公众号已经成为酒店进行品牌推广、营销宣传和客户关系管理等方面的重要工具。文章运用定量和内容分析法对5种综合排名靠前的酒店类微信公众号运营情况进行剖析发现,酒店已经摸索出了一套适合自身发展的微信公众号运营体系,主要表现为服务功能全面、信息推送频次稳定、重视用户的需求并能与用户之间进行互动保持用户的活跃度。但是,酒店微信公众号还应在明确用户主体、内容选择、与用户互动、运营小组设置四个方面进行改善,从而使酒店微信公众号的营销和服务功能得到充分发挥。WeChat public number has become the important tool in brand promotion,marketing,and customer relationship management and other aspects of hotel business.Through research the hotel WeChat public number which comprehensive ranking at top five by quantitative analysis and content analysis found that hotel has worked out the WeChat public number operation system which suit for themselves,the service is complete,the frequency of information push is stability,pay attention to the needs of users and interact with users to maintain the user’s activity.But hotel enterprises should improve the operational strategies by clear operational target body,select the content of public number,strengthen interaction with the users and set the operation team,so as to ensure the functions of marketing and service will be fully exploited.

关 键 词：酒店 微信公众号 运营管理 优化策略 

分 类 号：F719[经济管理—产业经济] F724