电商平台下酒店营销策略与客户行为分析

Research on Hotel Marketing Strategies and Customer Behavior Analysis under E-Commerce Platforms

摘要: 电商平台环境下酒店营销与客户行为呈现新特征，亟需系统研究二者互动机理。通过构建“平台–策略–行为”三元分析框架，剖析酒店官网直销、OTA渠道拓展、社交媒体传播三类营销策略体系，揭示客户需求触发、信息搜寻、方案评估、预订转化的完整行为链条。研究发现：官网直销强化品牌主导权，OTA合作拓宽流量入口，社交传播构建情感连接；客户行为呈现跨平台搜寻、透明化评估、便捷化转化特征；营销策略引导客户决策路径，行为数据反哺策略优化，二者形成动态闭环。研究为酒店构建全渠道营销体系、提升数字化运营能力提供理论支撑。

Abstract: Hotel marketing and customer behavior exhibit new characteristics in the e-commerce platform environment, necessitating systematic research on their interactive mechanisms. By constructing a “platform-strategy-behavior” triadic analytical framework, this study examines three types of hotel marketing strategy systems: official website direct sales, OTA channel expansion, and social media communication, revealing the complete behavioral chain of customer need triggering, information searching, alternative evaluation, and booking conversion. The research findings indicate that: official website direct sales strengthen brand dominance, OTA cooperation broadens traffic entry points, and social communication builds emotional connections; customer behavior demonstrates characteristics of cross-platform searching, transparent evaluation, and convenient conversion; marketing strategies guide customer decision-making paths while behavioral data feeds back into strategy optimization, forming a dynamic closed loop between the two. This research provides theoretical support for hotels to construct omnichannel marketing systems and enhance digital operational capabilities.