The Gillded Truffle hotel e-marketing report--report代写范文

51Due论文代写平台report代写范文:“The Gillded Truffle hotel e-marketing report”，这篇论文主要描述的是松露酒店是一间凭借附近著名景点泰恩河大桥而出名的酒店，当然了松露酒店的出名不仅仅是来自地理上的优势，更主要的是因为该酒店的创办者。松露酒店为了更上时代发展的步伐，决定退出全新的电子营销计划，通过电子营销来塑造酒店在全球范围的品牌形象。

The Gillded Truffle Hotel (short GT) is a brand new hotel developed in city of new caste-up-Tyhe, close to the famous Tyne Bridge; it will open for business in the summer of 2008. The hotel is owned privately by a consortium of local business people and celebrities-including an ex-England footballer and a husband and wife who both famous for their acting careers. The group has no other hotels in portfolio.

What is more, The Gillded Truffle will be classed as five stars-the only hotel in new castle to achieve this award, its pricing policy will reflect this status.

情况。

Introduction  引言

Recently, the hotel e-marketing is not perfect, this report mainly propose an online marketing strategy to improve it, In order to make management get e-marketing advise, this paper will focus on the hotel e-marketing strategy, throughout the Group Depending on the quality of corporate life, the whole key is improving the quality of management, in addition to continuing to broaden the stock of external channels, so it is very important to improve the e-marketing in order to create the first hotel industry's global brand, a world-renowned trade Group.

1. Executive Summary  执行摘要

I want to establish a website (GT E-marketing), becauseit is very important to improve the e-marketing in order to create the first hotel industry's global brand, a world-renowned trade Group for GT.

I want to see the hotel service online, after the foundation of the website; it will be divided into some areas: Education, sales, and so on. We will provide good equipments and facilities.

We will employ assistants of good experience of playing and communicating with e-marketing. We will also invite highly qualified staff to operate the website.

By the detailed and careful market research and preparation, the GT hotel will cover attract a lot of guest and offer the good service and reasonable price to satisfy the consumers’ requirement.

The hotel service website will definitely attract more consumers on net. The project will bring increase in revenue and profit by 30% and 40% respectively in the first and second year.

2. Designing website  网站设计

1.1Optimizing web site

Site structure optimization: structural optimization, e-commerce operating environment optimization;

Optimizing web pages: page layout, page design optimization;

Navigation design: ease of navigation, words of navigation optimization; Finishing links: dealing with the site's internal and external links;

Designing labels: labels design optimization (V. Iyengar, K. Apte, and T. Zhang, 2000)

Recommendation

3. Web Design style  网站设计风格

Accordancewith Hostels for this popular element of all: luxurious, comfortable, natural, fashion, personality, simplicity, Home top of the hostels should demonstrate the latest services, with a lively and humor mobile text, the main color of the entire page: yellow, blue, green, etc which mainly give people a warm, fresh, harmonious and simple feeling.

Columns

Home (2) Hotel Service Agent (3) interactive games (4) Style Laboratory (5) exchange platform (6) online directory Manual (7) Site Index (8) Searching (9) customer service (10 ) online Contact (11) Hotel knowledge FAQ

Column Recommendation:

First, Home page

Home page of the website is very important. Good Home production will attract many potential customers. In the home page of this site, it does not only need the picture displaying, but also a number of concessions news and announcements.

Home page should be atmospheric, colorful, which would make more users excited and retaining users and continue to visit the website.

Second, The hostels activity

According to the column, we can be found the latest messages, making it fresh, and the operator must timely updates to the content of the column. Because rich content make people not fell dull, and could arouse people's consensus. In order To the good performance on the Internet, the content and information must be constantly updated. Hotel activities are an attraction. So the hotel must do well enough on this point.

Third, the hotel manager and technical staff

In this column, there is not only the name of manager; internet users would also see a simple form. This can be done publicity for the company from another angle. Moreover, the introduction of figures is also innovated.

Fourth, The introduction of facility and service

There should be main introduction of hotel’s facility and service. Such as, the boutique hotel will have 30 luxurious rooms, half of them suites, in addition, it will have a restaurant (with top class chef) bar, indoor swimming pool and health sap-all of which will all be open to non-residents. There are also conference facilities for up to 100 people, an underground car park offers free secure parking for guests

Fifth, information exchange

There should be a simple bulletin board which can not be too simple to better communication.

Replying should be diversified, not only with the message by EMAIL, but also could be easily seen by people who visit this site. For that, they could see this information wanted, so that they we could retain a number of potential customers.

Sixth, Contact

Here setting up some telephone numbers and addresses, such as, QQ, MSN, and EMAIL.

Methods of payment: there is not only have bank accounts, they should have a online paying and other methods of payment. Businesses should keep pace with the development of the Internet. And the bank account should also include a variety of banking numbers.

Seventh, friendship Links

The role of friendship is to attract some users to click on the web site, increasing the traffic will bring more potential customers.

Hotel should be associated with a number of hotel websites Links and should ensure that links is success; the best is success rateof links to 100%.

Eighth, the classification of the left

Recommendation: Product categories display with words it is convenient to search in GOOGLE. Used to display the picture, and it is impossible to search if picture displaying.

Ninth, Establish SITE

1) Maintaining the website

2) Purchasing Business Express software

3) Purchasing of GM Web site

4) Purchasing of real names and keywords rankings in 3721

5) Buying Baidu bidding

Tenth, The technical support

Platform: ASP + SQLServer

In word, Overall site characteristics can be summarized as "concise, lively and rich in content, and powerful."

4. The analysis of the e-marketing models  网络营销模式的分析

There are two business models to be worth considering in GT e-marketing

Firstly, there is new model-New e-marketing model is founded on four main pillars. A. The products and services a firm offers, representing a substantial value to the customer, and for which he is willing to pay. B. The infrastructure and the network of partners that is necessary in order to create value and to maintain a good customer relationship. C. The relationship capital the firm creates and maintains with the customer, in order to satisfy him and to generate sustainable revenues. And last, but not least, D. the financial aspects, which are transversal andcan be found throughout the three former components, such as cost and revenue structures (Weill, P., Vitale, N.R, 2001)

Second, there is a B2B model whose goal is to increase leads over time, as long as more leads result in more sales.

Increasing GT web Visitor Counts – More traffic means more opportunities for leads

Optimize around these and identify the most effective marketing channels. To do this, breakdown leads metrics by marketing channels and campaigns. Compare this information to target market (geographic, demographics, etc.) and optimize around the top performing creative and channels.

Increasing Conversion – GT already have the visitors, now GT need to help them take the next step. The easiest place to start is with fallout and path analysis. Begin by running a fallout report related to the path users are expected to follow (N. Abe and K. Nakamura, 1999). Then, analyze exit pages and run it .Previous Page Flow analysis from these. So it may get answer, does something need to be fixed? Are there patterns? Design with A/B testing.

And Optimize navigation

Qualified Traffic – Although the leads numbers singly do not measure the leads quality, another angle is to understand the propensity of visitors to convert to leads, or the quality of visitors. This is a sub level of quality and should be optimized to, increase conversions, decrease cost per lead and improve lead quality.

Marketing channel information and breakdown campaign by leads. This will point to GT marketing efforts which produce the highest number of leads. Now compare these campaigns to geographies and demographics. Optimize marketing efforts around top performing elements and look for patterns. Visitors will access GT site in phases. The first may be a discovery phase where they hit a few pages while stumble across your site, if interest grows, the visitors may return to perform some form of research to GT. It is during that information gathering phase where these conversions are critical, and that is the conversion phase which the Lead Conversion Ratio targets.

Barriers – This is all about design, navigation, and trust. Where should the visitors seem to stop in the leads conversion process? Starting with path flow analysis, then run fallout reports to understand where these visitors are dropping out. Visitors may be not following the predicted flow. Next step is looking at the paths visitors are taking. About the predicted path and the possible barriers, running custom link reports or Click Map to understand how visitors may be using links and menus. Try some controlled A/B tests to measure and optimize navigation, trust elements and design (form security, etc.).

Incentives – What motivates these visitors to advance through a conversion step ? GT can be a compelling incentive. These low or free cost incentives provide enough value to visitors to make them want to provide you with their information and grab their interest. Measure other incentives and the success of GT and compare successful offers with those that are less successful. Optimize GT incentives around the top performing results (.R. Kothari and C. Jain, 2003)

Qualified Traffic – the visitors with a purpose are more likely to convert. It is possible to create interest for new visitors to GT, but it is more effective and far easier, to convert visitors who came to GT site with intentions and understanding to learn more or even purchase. To analyze conversion ratio trends. Then compare these to channels and campaign performance which drive the most leads. Optimize budgets and creative around the marketing efforts and the top performing channels.

In word, to be competitive today, GT really need a robust Web analytics tool to help GT manage their programs. At a minimum, GT needs a program that allows GT to:

Collecting campaign IDs and Defining campaign variables, including them in the URL of GT marketing pieces.

Classifying campaign IDs, page names, and track and other values into categories by campaign report

Utilizing proprietary tools (such as Omniture SAINT) to campaign metrics and customize attributes

Tracking revenue and effectiveness across all channels and campaigns—including conversion processes and the path from online lead generation to offline relationship building

Tracking by specific variables, such as the geography

Importing and analyzing external metrics

Building customized dashboards to allow GT to readily determine overall efficiency of campaign and evaluate KPI performance at a glance.

5. Promoting the website  网站推广

Include GT URL on Stationery, Literature and Cards.This is a no-brainer traditional promoting way that is sometimes overlooked. Make sure that all reprints of cards, brochures, stationery, and literature contain GT web URL. And see that GT printer gets the URL syntax correct. In print, I recommend leaving off the portion (.Mowery, Ed, 1999).

Write a Page Title.Write a descriptive title for each page of 6 to 8 words. And Remove as many filler words from the title, such as "and," "the," etc. This GT page title will appear hyperlinked on the search engines when GT home page is found. Entice searchers to click on the title of GT home page by making it a bit provocative. Place this at the top of the webpage between thetags, in this format:Web Marketing Checklist (It also shows on the blue bar at the top of GT web browser.) Plan to use some descriptive keywords such as GT hotel along with GT on GT home page. If GT specialize in that's what people will be searching for and silver bullets, don't just use GT hotel name "GT hotel." use "Silver and Platinum Bullets – GT hotel." The words the investors are most likely to search on should appear first in the title (name "keyword prominence"). Remember, this GT title is nearly GT ‘S entire identity on the search engines. The more investors see that interests them in the red hyperlinked words on the search engine, the more likely the investors are to click on the link (S. Dhar and K. Rossi, 2002).

Write a Keyword META Tag and Description. The description should be two describing the content of the webpage or a sentence, using key phrases and the main keywords on this page. If GT web includes keywords that aren't used on the webpage, so it could hurt itself. Place the Description Meta tag at the top of the webpage, between thetags, in this format: Some search engines include this description below GT hyperlinked title. .GT web maximum number of characters should be about 255; just be aware that so are visible on Google or only the first 60 , though more may be indexed.

Make Sure GT web Keywords Are in the First Paragraph of GT web Body Text. Search engines expect that GT first paragraph will contain the important keywords for the document -- where most investors write an introduction to the content of the page. Don’t want to just artificially stuff keywords here, however. More is not better. Google might expect a keyword density in the entire body text area of maybe 1.5% to 2% for a word that should rank high, so don't overdo it (J. Coggins and A. Senauer, 2000). Other places GT might consider including keywords would be in perhaps COMMENT tags and ALT tags , though few search engines give these more if any weight.

Develop Several Pages Focused on Particular Keywords. Search Engine Optimization specialists no longer recommend using gateway pages or external doorway, since nearly duplicate GT web pages might get you penalized. Rather, develop several web pages on GT site, each of which is focused on a different key phrase or keyword. For example, instead of listing all GT services on a single webpage, and try to develop a separate webpage for each. Since they contain targeted rather than general content these pages will rank higher for their keywords. Can’t fully optimize all the web pages in GT site, but these focused-content web pages you'll want to spend lots of time to improve their rank.

Submit GT Webpage URL to Search Engines. Next, submit GT web homepage URL to the important the Web search engines that robotically index the Web. Look for a link on the search engine for "Add GT web URL." In some country, the most used search engines are: Google, MSN, AOL Search, Yahoo, and Ask. Some of these feed search content to portal sites and the other main search engines. For other areas GT we’ll want to submit to regional search engines, it’s a cost of money to pay someone to submit GT site to hundreds of search engines. Avoid registering with Free for All pages and other link farms (D. J. C. Mackay, 1992). Because they don't work well, bring GT web lots of spam e-mails, and could cause GT web to be penalized by the search engines. If GT page is already indexed by a search engine, you don't re-submit it unless you've made significant changes; the search engine spider will revisit it soon anyway and come back

6. Setting up the Information department  信息部的设立

Setting up the Information department:

Primary Responsibilities of information department:

Service of weekly, quarterly reports and monthly to support the tracking of business initiatives.

Perform Ad hoc analysis to monitor performance of marketing customer behavior, initiatives, and product opportunities.

Functions related to Database maintenance and oversee processes, including relevant documentation and schedules.

Query database to develop segmented guest lists to be used for outbound email and other marketing initiatives.

Interface with internal systems groups, vendors to ensure timely and accurate data transmissions and external data providers in order to maintain data integrity.

Development of new procedures for the purpose of determining feasibility of future proposals and monitoring upcoming marketing initiatives.

Analysis to other corporate groups and provide relevant reporting (i.e. Sales Organization, Finance, Management, etc.)

The staff of the information department

Technical Skills Required:

Advanced in Excel and Microsoft Access ; SQL a plus Experience with database design, linkage of database tables,and the creation and data import or export capabilities Understanding of client-server interactions Working knowledge of intra and internet Experience with Web Analytic software and applications a plus Work Experience Required:

4 Years experience in all aspects of database administration.Experience with developing and maintaining relationships and database tables .Minimum 3years experience in an e-business marketing environment Education:

College degree required Ba or BS in Management or Marketing Information Systems preferred .Additional training within Computer or Science fields desirable the Database Marketing.

51Due原创版权郑重声明：原创范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。

51due为留学生提供最好的服务，想获取更多report代写范文，亲们可以进入主页 www.51due.com  为留学生提供report代写服务，了解详情可以咨询我们的客服QQ:800020041哟。-xz