ABSTRACT
With people’s living standard and people’s awareness of the network gradually increasing, business travelers and tourists acquiring information and online booking room through the network platform have become a trend. At the same time, the Chinese hotel industry also day after day takes seriously to develop the network marketing, expands enterprises' marketing channels. In this large market environment, many network operators build the network direct marketing platform about hotel industry. However, the hotel direct marketing third-party network platform’s development is still in early days, its business model is to be studied.
Based on the theories of hotel network marketing research, this thesis uses SWOT method to analyse hotel direct marketing third-party network platform’s competition and market prospects. Meanwhile ,on the base of business model research, this thesis uses “3-4-8” business model analysis method to analyse the hotel direct marketing third-party network platform’s current situation, and puts forward the corresponding optimization proposals, paves the way for hotel direct marketing third-party network platform, truly achieves the hotel industry, network operators, consumers all winning.
KEYWORDS: hotel direct network marketing
third-party network platform business model
