I摘 要近年来，在互联网迅速普及的过程中，中国酒店业获得了快速发展，酒店营销也已不再拘泥于传统营销方式，而是逐渐向网络营销发展。如家酒店作为我国经济型酒店的领头羊，一定程度上引导了我国经济型酒店的发展。本文以如家酒店为例，借助 SWOT 分析工具结合经济型酒店的理论特点从不同角度对如家酒店的网络营销进行分析，发现其存在对于新颖的营销方法使用较低、大数据利用率较低以及负面口碑处理不科学等问题。针对其存在的问题，借鉴国内外酒店的经验，并结合如家酒店的实际情况提出合理化建议：一是应利用大数据利用率优化客户关系提高品牌价值；二是合理改善口碑，增强客户信任感；三是尝试新颖的网络营销策略，更好的宣传品牌。通过对如家酒店网络营销提出合理化建议，力求如家能够更好的制定网络营销策略，能更好的创新发展，更大限度的创造出自己品牌优势，同时希望能为我国经济型酒店提供一些借鉴意义。关键词：经济型酒店；如家酒店；网络营销AbstractIn recent years, in the process of rapid popularity of the Internet, China's hotel industry has achieved rapid development, and hotel marketing is no longer confined IIto traditional marketing methods, but gradually developed towards online marketing. As a leader in China's economy hotels, Home Inns has guided the development of China's economy hotels to a certain extent. This article takes Home Inns as an example, analyzes the online marketing of Home Inns from different perspectives with the help of SWOT analysis tools combined with the theoretical characteristics of economic hotels, and finds that their use of novel marketing methods is low, big data utilization is low and negative Word of mouth deals with unscientific issues. In light of its existing problems, draw on the experience of domestic and foreign hotels, and make reasonable suggestions based on the actual situation of Home Inns: First, the utilization of big data should be used to optimize customer relationships to improve brand value; second, to imp...
