《酒店網路行銷實務》是清華大學出版社於2022年出版的圖書，作者是劉昭暉
基本介紹
- 中文名：酒店網路行銷實務
- 作者：劉昭暉
- 出版社：清華大學出版社
- 出版時間：2022年6月1日
- 定價：55 元
- ISBN：9787302606406
內容簡介,作者簡介,圖書目錄,
內容簡介
本書分為線上電商平台、自建電商平台和網路行銷案例三篇，包括酒店業電商平台運營、民宿電商平台運營、論壇攻略行銷、獨立網站運營、酒店新媒體行銷和酒店業網路行銷案例六個項目。本書以酒店企業如何開展網路行銷為例，為酒店行銷從業者提供網路行銷思路及實操指導，以助酒店業搭上新零售的快車。本書提供擴展閱讀材料，幫助學習者和從業者邊學邊練，配有教學大綱及PPT 課件，方便教學使用。 本書適合作為高等院校酒店管理、旅遊管理、電子商務和市場行銷專業及相關專業的教學用書和參考用書，也適合作為酒店行業從業者開展網路行銷活動做參考或政府、企業的培訓用書。
作者簡介
劉昭暉，滇西套用技術大學管理學院副教授，系主任，數字商務研究院副院長，兼任電子商務協會會員、交通與物流協會會員，多家企業諮詢顧問，帶領團隊為多家企業組建電商團隊並開展電子商務活動。主講《網路行銷》《電子商務》《跨境電子商務》等課程，主持及參與金課、精品課建設4門。主編教材1部，公開發表論文十餘篇，主持及參與課題二十餘項，獲教學成果獎一項，指導學生獲獎三十餘項。
圖書目錄
線上電商平台篇
項目一 酒店業電商平台運營································································································2
一、項目目標 ····················································································································2
二、案例點擊 ····················································································································2
三、實例任務 ····················································································································7
任務1.1 攜程網 ······································································································7
任務1.2 去哪兒網 ································································································23
任務1.3 飛豬 ········································································································29
任務1.4 其他OTA平台·······················································································33
四、小試牛刀 ··················································································································35
五、他山之石 ··················································································································35
項目二 民宿電商平台運營··································································································36
一、項目目標 ··················································································································36
二、案例點擊 ··················································································································36
三、實例任務 ··················································································································37
任務2.1 愛彼迎（Airbnb） ·················································································38
任務2.2 螞蟻短租 ································································································46
任務2.3 途家 ········································································································51
任務2.4 小豬短租 ································································································56
四、小試牛刀 ··················································································································58
五、他山之石 ··················································································································58
