在互联网迅速发展的今天，借助网络了解产品信息并完成购买已经成为当代 消费者的常用方法。S度假酒店在制定营销策略时，其面临的外部环境与过 去有 了很大不同，线上+线下营销成为S度假酒店发展的必然选择。网络营销的兴盛 必然引起企业经营管理的创新发展，当前学界与业界对度假酒店网络营销所做的 研究并未形成 完善的理论体系。基于网络营销对度假酒店发展具有的重要意义， 本文结合S度假酒店的实际情况就其网络营销策略做了探讨，以进一步完善度假 酒店网络营销研究成果，期望能 将其用于指导度假酒店网络营销的实践。 本文选择将S度假酒店作为具体研究对象，通过查阅相关文献，在网络营销 理论的指导下，首先分析S度假酒店网络营销的现状，并指出S 度假酒店存在 网络营销观念落后、网络营销渠道单一、不注重网络方面的客户管理等问题。然 后本文采用PEST方法探讨了S度假酒店所处的外部宏观环境，针对其所处的微 观环 境则选择使用波特五力分析法，以及运用SWOT方法对酒店的优势与劣势， 机会与威胁进行分析。在战略匹配的基础上，明确了S度假酒店未来发展的方向。 最后总结归纳了度假酒 店网络营销过程中存在的问题，按照客户需求、根据外部 机遇、结合度假酒店行业特征制定了建设策略、品牌策略、渠道策略、推广策略 等几个方面的策略建议。 关键词：度假 酒店；网络营销；营销策略 II RESEARCHONTHENETWORKMARKETINGSTRATEGYOFSRESORT HOTELINGUANGXI ABSTRACT Nowadays,withtherapiddevelopmentofInternet,ithasbecomeacommon methodforconsumerstounderstandproductinformationandcompletepurchaseby meansofInternet.WhenSResortHotelmakesitsmarketingstrategy,itsexternal environmentisquitedifferentfromthepast.Online+Offlinemarketingbecomesthe inevitablechoiceforSResortHotel.Theprosperityofnetworkmarketingwill inevitablyleadtotheinnovationanddevelopmentofenterprisemanagement.At present,theacademicandindustryresearchonthenetworkmarketingofresorthotel hasnotformedaperfecttheoreticalsystem.Basedontheimportanceofnetwork marketingtothedevelopmentofResortHotel,thispaperdiscussesthenetwork marketingstrategyofSResortHotelinthelightofitsactualsituation,inorderto furtherimprovetheresearchresultsofthenetworkmarketingofresorthotel,anduse itasaguidetopractice. ThispaperchoosesSResortHotelastheconcreteresearchobject,andcollects andsortsouttheliteratureachievementsrelatedtotheResortHotel'snetwork marketing,andanalyzesthepresentsituationofSResortHotel'snetworkmarketing basedonthenetworkmarketingtheory,andpointsoutthatSResortHotelhassome problemssuchasbackwardconceptofnetworkmarketing,singlenetworkmarketing channelandnotpayingattentiontonetworkcustomermanagement.Then,thispaper adoptsPESTmethodtoanalyzetheexternalmacroenvironmentofTheSResort Hotel,MichaelPorter'sFiveForcesModelanalysismethodtoanalyzethemicro environment,andSWOTmethodtoanalyzethestrengthsandweaknesses, opportunitiesandthreatsofthehotel.Onthebasisofstrategymatching,thispaper pointsoutthestrategicdirectionofTheSResortHotel.Attheendofthepaper, III aimingattheproblemsexistinginthenetworkmarketingofTheSResortHotel, combinedwiththeneedsofcustomersandtheopportunitiesoftheexternal environment,thepaperputsforwardseveralaspectsofnetworkmarketing strategy,suchasplatformconstructionstrategy,brandstrategy,channelstrategy, promotionstrategy. KEYWORDS：ResortHotel;NetworkMarketing;MarketingStrategy IV 目 录 摘要.........................................................................................................................................I ABSTRACT...................................................................................................................................II 第一章绪 论...............................................................................................................................1 1.1研究的背景和意 义......................................................................................................1 1.1.1研究背 景...........................................................................................................1 1.1.2研究意 义...........................................................................................................1 1.2国内外研究现 状..........................................................................................................2 1.2.1国外研究现 状...................................................................................................2 1.2.2国内研究现 状...................................................................................................3 1.2.3研究评 述...........................................................................................................4 1.3相关概念及理论基 础..................................................................................................5 1.3.1度假酒 店...........................................................................................................5 1.3.2网络营 销...........................................................................................................5 1.3.34P理 论..............................................................................................................6 1.3.4PEST分析模 型..................................................................................................6 1.3.5波特五力模型理 论...........................................................................................6 1.3.6SWOT分析 法......................................................................................................6 1.3.7STP理 论............................................................................................................6 1.4研究内容与方 法..........................................................................................................7 1.4.1研究内 容...........................................................................................................7 1.4.2研究方 法...........................................................................................................7 第二章S度假酒店网络营销现状及存在的问 题...................................................................9 2.1S度假酒店基本概 况...................................................................................................9 2.2S度假酒店网络营销现 状...........................................................................................9 2.2.1产品策 略...........................................................................................................9 2.2.2定价策 略.........................................................................................................12 V 2.2.3渠道策 略.........................................................................................................13 2.2.4促销策 略.........................................................................................................15 2.3S度假酒店网络营销存在的问 题.............................................................................15 2.4S度假酒店开展网络营销的必要性和可行 性.........................................................16 2.4.1S度假酒店开展网络营销的必要 性..............................................................16 2.4.2S度假酒店开展网络营销的可行 性..............................................................17 第三章S度假酒店网络营销环境分 析.................................................................................18 3.1S度假酒店宏观环境分 析.........................................................................................18 3.1.1政法因 素.........................................................................................................18 3.1.2经济因 素.........................................................................................................19 3.1.3社会文化因 素.................................................................................................21 3.1.4技术因 素.........................................................................................................22 3.2S度假酒店微观环境分 析.........................................................................................23 3.2.1竞争对手分 析.........................................