- 期刊
A Study on the Optimization of International Brand Hotels' Marketing Through WeChat Public Account: The Case of Pullman Hotels
摘要
With the widely using of WeChat APP in the public, it has gradually become a medium of marketing. Hotels also have their own WeChat public account to conduct marketing activities. Through the analysis of WeChat marking of Pullman Hotels in China, the author reveals some problems in Pullman Hotels' WeChat marking, such as usually ignoring the compiling standard of brand, making little use of the function of custom menu, using more than one WeChat public account and pushing a series of content with a single form and similar issues. In the meanwhile, for helping the Pullman Hotels to make full use of the WeChat APP, the author puts forward five strategies of WeChat marketing: the first is to write in accordance with the standard copy writing; the second is to make full use of the function of custom menu; the third is that the hotel has the only public WeChat public account; the forth is an innovation of the promotion's content and form; the last is to stabilize the market orientation and characteristics of the hotel.