标题:
植入式广告在酒店营运方面的应用Application of Product Placement in Hotel Operation
作者:
鲍富元, 刁文文
关键字:
酒店, 植入式广告, 营销策略Hotel; Product Placement; Marketing Strategies
期刊名称:
《Business and Globalization》, Vol.2 No.1, 2014-01-24
摘要:
随着中国酒店业的不断发展，市场竞争日趋激烈，但由于中国的酒店运营模式多是借鉴西方的运营方法，所以酒店之间存在一定的雷同，想要在行业竞争中脱颖而出，就离不开一个好的营销手段。植入式广告作为如今最炙手可热的广告宣传方式，已经被大多数酒店所认可。本文从研究植入式广告的背景入手，分析植入式广告对酒店营运的积极作用，阐释植入式广告在酒店业的应用现状，针对植入式广告在应用中出现的问题，提出改进的意见。With the continuous development of Chinese hotel industry, the competition is more and more serious. Because the hotel operating model is learned from developed countries, the models are similar. There is no way to have the competing advantage for the hotel to stand out without a good marketing tool. Placement has been recognized by the majority of the hotels as the hottest advertising. This paper begins with the background of the product placement, analyzes the positive role of the product placement of the hotel operations, explains the application status of product placement in the hotel industry and puts forward improvement suggestions for the problems in the application.