Open Educational Resources | Pao Yue-kong Library, The Hong Kong Polytechnic University

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Douyin Group Buying Launches a 3-Day 2-Night Hotel Room Booking Marketing Project |GreatCase100

This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Song Guilin, who provided information and insights for this video. This case discusses Douyin, a popular short video platform in China that has launched a 3-day, 2-night hotel room booking marketing project as part of its group buying feature. The marketing strategy involves accurately targeting customers, setting up promotional activities, and strengthening user interaction to boost hotel bookings and improve brand awareness. The outcomes of this project have shown significant improvements in sales performance, expansion of user groups, and enhanced brand recognition for the hotels involved. However, the case also highlights the challenges of intensified market competition and the need for hotels to build trust and improve their data analysis capabilities to optimize their marketing strategies.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝宋桂林為本視頻提供信息和見解。本案例討論了中國流行的短視頻平臺抖音，作為其團購功能的一部分，推出了一個3天2晚的酒店房間預訂營銷專案。行銷策略包括準確定位客戶、設置促銷活動和加強用戶互動，以促進酒店預訂並提高品牌知名度。該專案的成果表明，相關酒店的銷售業績、用戶群體擴大和品牌知名度都有顯著提高。然而，該案例也凸顯了市場競爭加劇的挑戰，以及酒店建立信任和提高數據分析能力以優化行銷策略的必要性。

Subjects:: Hotel, Travel and Tourism
Keywords:: Hotels -- Marketing Hospitality industry -- Marketing
Resource Type:: Others

MOOC

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