探討酒店官網專案文本之網路行銷策略對訂房之影響－以V渡假酒店為例
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2020
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Abstract
現今每個人都可以使用世界上所有的酒店床位，技術改變我們的預訂行為，導致行銷模式的變化。然而為瞭解觀看酒店官網專案文本的使用者實際轉換訂房的情形，於是將專案訂房資料歸納出7個目標轉換指標，作為專案成效的參考依據。因此研究目的在探討V渡假酒店官網公告之最新消息和優惠專案文本使用的網路行銷策略，與實際訂房之間的影響為何。研究方法，利用關鍵詞擷取工具，進行專案文本的關鍵詞頻分析與整理，探討最新消息和優惠專案文本採行的網路行銷策略類型。並使用檔案分析法分析從2018年7月至2019年6月，V渡假酒店官網專案訂房資料統計，將其彙整成7個訂房的目標轉換指標，並以描述性統計、區別分析和典型相關分析進行後續的資料處理並獲得結論。研究結果發現，最新消息文本以「特殊活動策略」、「聯賣商品定價策略」、「促銷優惠策略」和「線上交易策略」使用最為廣泛；優惠專案文本僅價格構面的「差別定價策略」與最新消息不同，可見V渡假酒店官網專案大致上使用類似的行銷技巧撰寫，而在優惠專案的定價策略則著重會員制，提供特定身分群體有購買優惠。另外，成功轉換的文本通常具備住房專案類型、破千次點閱次數與採用多重策略的特質，其中「非線性定價策略」與「雙關技巧策略」能有效提升成功轉換訂房的機率，並在酒店透過多重組合策略應用的官網專案文本，能實現不同標的之訂房轉換。因此專案文本為其行銷目的採用適當策略能增加轉換為實際訂房的機率。
Technology changed our booking behavior and led to changes in marketing dynamics. The research wanted to understand the booking of the users who read the project text on the official website of the hotel. Therefore, the purpose of this study was to explore the influence between the internet marketing strategies of the hotel official website project text of the V Resort Hotel and reservation. The research used Key Term Extraction to analyze the term frequency of project text. The data were collected through qualitative documentary analysis. After analyzing the statistics of the project reservation and summarized into 7 target conversion indicators from July 2018 to June 2019. The study applied descriptive statistics, discriminant analysis, and canonical correlation analysis to get the conclusion. The major findings of this study were as follows: The project text adopted that "special event strategy", "co-selling product pricing strategy", "promotion preferential strategy" and "online trading strategy" were the most widely. In addition, the successfully converted project text usually had the characteristics of housing project type, over thousands of reviewing times and adopting multiple strategies. Among them, "non-linear pricing strategy" and "pun skill strategy" can effectively improve the probability of successful conversion. Besides, the target conversion indicators of different targets can be achieved through the project text of the official website applied by multiple combination strategies.
Technology changed our booking behavior and led to changes in marketing dynamics. The research wanted to understand the booking of the users who read the project text on the official website of the hotel. Therefore, the purpose of this study was to explore the influence between the internet marketing strategies of the hotel official website project text of the V Resort Hotel and reservation. The research used Key Term Extraction to analyze the term frequency of project text. The data were collected through qualitative documentary analysis. After analyzing the statistics of the project reservation and summarized into 7 target conversion indicators from July 2018 to June 2019. The study applied descriptive statistics, discriminant analysis, and canonical correlation analysis to get the conclusion. The major findings of this study were as follows: The project text adopted that "special event strategy", "co-selling product pricing strategy", "promotion preferential strategy" and "online trading strategy" were the most widely. In addition, the successfully converted project text usually had the characteristics of housing project type, over thousands of reviewing times and adopting multiple strategies. Among them, "non-linear pricing strategy" and "pun skill strategy" can effectively improve the probability of successful conversion. Besides, the target conversion indicators of different targets can be achieved through the project text of the official website applied by multiple combination strategies.
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V渡假酒店, 官網專案文本, 網路行銷策略, 目標轉換, 典型相關分析, V Resort Hotel, Official Website Project Text, Internet Marketing Strategy, Target Conversion, Canonical Correlation Analysis