【作者】 丁洁；

【导师】 王宝恒；

【作者基本信息】 厦门大学 ， 旅游与酒店管理（MTA）（专业学位）， 2017， 硕士

【副题名】以精品酒店为例

【摘要】 互联网技术的革新以及移动终端的普及催生了社交媒体,而以微博、微信、论坛等代表的社交媒体开创了市场营销的全新时代。随着消费者对酒店产品需求的日益多元化,以提供个性化、体验性服务的精品酒店发展势头良好,已成为我国酒店业发展新的风向标,而利用社交媒体营销方式来提高知名度和美誉度,并促使消费者产生购买意愿和行为,无疑也是精品酒店经营过程中常用的营销方式。从精品酒店角度分析,有必要基于社交媒体营销方式来分析消费者购买行为的影响因素及机制,从而为精品酒店更好地借助社交媒体开展营销提供借鉴。基于此,本文立足社交媒体营销的情境,综合运用定量与定性相结合的研究方法,在阐述精品酒店、社交媒体及社交媒体营销内涵及特征的基础上,剖析了基于社交媒体营销的消费者购买行为的特征和影响因素,在此基础上借鉴社交媒体营销以及消费者购买行为基础理论,引入消费者感知因素构建了社交媒体营销方式对精品酒店消费者购买行为的影响模型,并通过描述性统计分析、相关分析以及回归分析对假设作了验证,表明活动营销、植入性广告、网络口碑、体验营销、网络互动等社交媒体营销方式均能对消费者感知因素以及购买行为产生显著影响,从而提出了精品酒店更好地借助社交媒体开展营销的策略。更多还原

【Abstract】 Internet technology innovation and the popularity of mobile terminals spawned social media,and microblogging,WeChat,forums and other representatives of the social media to create a new era of marketing.With the increasing demand for hotel products,to provide personalized,experiential service boutique hotel development momentum is good,has become China’s hotel industry to develop a new benchmark,and the use of social media marketing to improve the visibility and reputation,And to encourage consumers to buy the wishes and behavior,is undoubtedly the boutique hotel business process commonly used in marketing.From the perspective of boutique hotel,it is necessary to analyze the influencing factors and mechanism of consumer buying behavior based on social media marketing,so as to provide reference for boutique hotel to make better use of social media.Based on the situation of social media marketing,this paper analyzes the connotation and characteristics of boutique hotel,social media and social media marketing based on the combination of quantitative and qualitative research,and analyzes the consumer purchase based on social media marketing The characteristics of the behavior and the influencing factors,on the basis of the social media marketing and the basic theory of consumer buying behavior,the introduction of consumer perception factors to build a social media marketing approach to the impact of boutique hotel consumers purchase behavior model,and through descriptive statistics Analysis,correlation analysis and regression analysis of the hypothesis,indicating that the activities of marketing,implant advertising,IWOM,experiential marketing,network interaction and other social media marketing methods can be consumer perception factors and purchase behavior have a significant impact,thus Put forward the boutique hotel to better use social media to carry out marketing strategy.更多还原