我国连锁企业网络营销发展战略探析——以7天优品·北京望京店为例摘要随着时代的变迁，7天优品·北京望京店是我国经济型酒店的一个开端，它的出现，使许多传统的酒店受到了一定的冲击，它以简单、方便、快捷迅速地占领了市场，并通过各种营销策略发展多样化的酒店模式，让消费者得到跟以往不一样的酒店入住环境。在互联网时代，运用网络营销来提升企业的竞争力已成为发展趋势，经济型酒店如何运用网络营销提升竞争力，已经是酒店持续发展的必然选择。鉴于此，本文首先对经济型酒店进行网络营销的必要性进行论述，接着对7天优品·北京望京店的网络营销策略进行分析，并指出7天优品·北京望京店网络营销存在的问题，提出相应的营销对策，希望促进我国经济型酒店的持续发展。关键词：7天优品·北京望京店网络营销微博营销整合营销AnalysisonthedevelopmentstrategyofnetworkmarketingofChinesechainenterprises--Taking7DaysInnasanexampleAbstractWiththechangeofthetimes,7daysYoupinBeijingWangjingstoreisthebeginningofaEconoHotelinChina,itappearsthatmanyofthetraditionalhotelhasacertainimpact,itisasimple,convenientandquicklyoccupiedthemarket,andthroughavarietyofmarketingstrategydevelopmentofdiversifiedHotelmode,sothatconsumersgetnotthesameaswiththepreviousHotelenvironment.IntheInternetera,theuseofnetworkmarketingtoenhancethecompetitivenessofenterpriseshasbecomeatrendofdevelopment,EconoHotelhowtousenetworkmarketingtoenhancecompetitiveness,istheinevitablechoiceforsustainabledevelopmentofthehotel.Inviewofthis,thispaperfirstdiscussesthenecessityofnetworkmarketingontheEconoHotel,thenthenetworkmarketingstrategyanalysisofBeijingWangjing7daysYoupinstore,andpointedoutthatthereare7daysYoupinBeijingWangjingstorenetworkmarketing,putforwardthecorrespondingmarketingstrategy,hopetopromotethesustainabledevelopmentoftheChineseEconoHotel.Keywords:7daysofsuperiorproductsBeijingWangjingstorenetworkmarketingmicro-blogmarketingintegratedmarketing目录引言.........................................................................1一、相关理论概述.............................................................1（一）连锁企业的相关理论..................................................................................................11.连锁企业.......................................................................................................................12.连锁经营模式...............................................................................................................13.连锁经营基本特征.......................................................................................................3（二）经济型酒店的内涵及特点..........................................................................................4（三）网络营销的概念..........................................................................................................4二、7天优品·北京望京店的网络营销策略...............................................................................5（一）7天优品·北京望京店加大在各网站、社区的广告投入..........................................5（二）开展搜索引擎营销......................................................................................................5（三）7天优品·北京望京店与口碑网进行互动营销..........................................................5（四）7天优品·北京望京店与搜狐网举办竞拍活..............................................................6（五）网络整合营销.................................................................................
