什么是酒店網(wǎng)絡(luò)營(yíng)銷產(chǎn)生的背景和概念？
    互聯(lián)網(wǎng)是20世紀(jì)最偉大的發(fā)明之一。隨著互聯(lián)網(wǎng)科技和電子商務(wù)的迅猛發(fā)展，人們的工作、生活已離不開網(wǎng)絡(luò)，網(wǎng)上交易和網(wǎng)上購(gòu)物顛覆了傳統(tǒng)的思維和經(jīng)營(yíng)模式。人們借助網(wǎng)絡(luò)不僅提高了工作效率，同時(shí)也提高了生活質(zhì)量。網(wǎng)絡(luò)成為當(dāng)今社會(huì)生活不可或缺的內(nèi)容。
    根據(jù)中國(guó)互聯(lián)網(wǎng)絡(luò)信息中心（CNNIC）公布的統(tǒng)計(jì)數(shù)據(jù)顯示，截至2009年年底，我國(guó)網(wǎng)民規(guī)模已達(dá)到3.84億，與2008年年底相比增長(zhǎng)8600萬(wàn)，年增長(zhǎng)率達(dá)到28.9%，網(wǎng)民數(shù)量進(jìn)一步創(chuàng)造歷史新高。網(wǎng)站數(shù)量達(dá)到323萬(wàn)個(gè)，互聯(lián)網(wǎng)普及率超過世界平均水平。與此同時(shí)，中國(guó)互聯(lián)網(wǎng)網(wǎng)上交流也十分活躍。據(jù)統(tǒng)計(jì)，中國(guó)現(xiàn)在有論壇上百萬(wàn)個(gè)、博客2億多個(gè)，每6個(gè)中國(guó)人就擁有1個(gè)博客，網(wǎng)民每天新發(fā)布的博文超過400萬(wàn)篇。巨大的上網(wǎng)人數(shù)，帶來(lái)了巨大的商機(jī)。
    酒店網(wǎng)絡(luò)營(yíng)銷的產(chǎn)生，是和科學(xué)技術(shù)的發(fā)展、消費(fèi)者價(jià)值觀的變革及酒店建筑等因素分不開的。首先，酒店選擇網(wǎng)絡(luò)營(yíng)銷是科學(xué)技術(shù)發(fā)展的必然。科學(xué)技術(shù)的發(fā)展，尤其是計(jì)算機(jī)技術(shù)和互聯(lián)網(wǎng)技術(shù)的發(fā)展，改變了信息的分配和接收方式，改變了人們的生活、工作和學(xué)習(xí)、合作和交流的環(huán)境。如何借助網(wǎng)絡(luò)更有效地促進(jìn)個(gè)人和組織交易活動(dòng)的實(shí)現(xiàn)，對(duì)于酒店既是機(jī)遇又是挑戰(zhàn)。其次，消費(fèi)者的需求去挑選和購(gòu)買。面對(duì)消費(fèi)者價(jià)值觀的變革，酒店應(yīng)利用網(wǎng)絡(luò)為消費(fèi)者提供各種類型的服務(wù)來(lái)滿足消費(fèi)者的需求。第三，英國(guó)前首相布萊爾曾警告說(shuō)“不能上網(wǎng)的企業(yè)將面臨倒閉的危險(xiǎn)”，為了在酒店業(yè)激烈的市場(chǎng)競(jìng)爭(zhēng)中不被淘汰，個(gè)酒店競(jìng)相借助網(wǎng)絡(luò)平臺(tái)，開展酒店網(wǎng)絡(luò)營(yíng)銷。
酒店網(wǎng)絡(luò)營(yíng)銷的概念
    酒店網(wǎng)絡(luò)營(yíng)銷是酒店電子商務(wù)的主要內(nèi)容，是酒店以互聯(lián)網(wǎng)為基礎(chǔ)，利用數(shù)字化的信息和交互性的網(wǎng)絡(luò)媒體，對(duì)酒店產(chǎn)品和服務(wù)所做的一系列經(jīng)營(yíng)活動(dòng)，以實(shí)現(xiàn)酒店?duì)I銷目標(biāo)的過程。
    1963年，美國(guó)的希爾頓酒店安裝了一臺(tái)IBM的小型計(jì)算機(jī)，用于酒店客房的自動(dòng)化管理，標(biāo)志著現(xiàn)代信息技術(shù)運(yùn)用開始進(jìn)入酒店領(lǐng)域。1965年假日酒店集團(tuán)建立了獨(dú)立的電腦預(yù)訂系統(tǒng)。我國(guó)上和世紀(jì)80年代初，一些酒店開始應(yīng)用計(jì)算機(jī)網(wǎng)絡(luò)技術(shù)進(jìn)行內(nèi)部信息管理和業(yè)務(wù)操作，涉及前廳接待、收銀、問詢、客房預(yù)訂、銷售、餐飲、保安、報(bào)表、門鎖等各個(gè)方面。進(jìn)入20世紀(jì)后，酒店電子商務(wù)以迅猛的速度蓬勃發(fā)展，在歐美國(guó)家，90%以上的酒店都建立了自己的網(wǎng)站；我國(guó)很多酒店業(yè)紛紛上網(wǎng)，通過網(wǎng)絡(luò)尋找自己的客戶、尋找需要的產(chǎn)品，為網(wǎng)絡(luò)營(yíng)銷提供了廣闊的空間。
What is the background and concept of the hotel Internet marketing?
    The Internet is one of the greatest inventions of the 20th century. With the rapid development of Internet technology and e-commerce, people's work life is inseparable from the network, online transactions and online shopping subverts the traditional thinking and business model. People through the network to not only improve the work efficiency, but also improve the quality of life. The Internet has become an indispensable element of social life today.
    The end of 2009, according to statistics released by China Internet Network Information Center (CNNIC), China's netizens had reached 384 million, compared with the end of 2008, an increase of 86 million, an annual growth rate of 28.9 percent, the number of Internet users to further create history a new high. The number of sites reached 3.23 million, Internet penetration rate above the world average. At the same time, the Chinese Internet and online communication is also very active. According to statistics, China now has one million forum, blog more than 200 million every six people on a blog, Bowen more than four million Internet users every day new release. The huge number of Internet users, bringing huge business opportunities.
    Inseparable from the generation of hotel Internet marketing and the development of science and technology, changes in consumer values ??and hotel construction factors. First of all, the Hotel Select Network marketing is the inevitable development of science and technology. Development of science and technology, especially computer technology and the development of Internet technology has changed the distribution of information and receive change people's lives, work and learning, cooperation and exchange environment. How to use the network to more effectively promote the realization of individuals and organizations trading activities for the hotel is both an opportunity and a challenge. Secondly, selection and purchase of consumer demand. The face of change in consumer values, the hotel should make use of the network to provide consumers with various types of services to meet consumer demand. Third, former British Prime Minister Tony Blair warned that "can not access the Internet enterprises will face the risk of failure", in order to not be eliminated in the fierce market competition, the hotel industry, hotels competing network platform to develop Internet marketing.
The concept of hotel Internet marketing
    Hotel Internet marketing is the main content of the hotel e-commerce, Hotel Internet, using digital information and interactive online media, hotel products and services made to a range of business activities, to achieve the goals in the process of marketing a hotel.
    In 1963, Hilton Hotel, the United States to install an IBM small computers for the automated management of the hotel marks the modern IT use has begun to enter the hospitality sector. In 1965, the Holiday Inn Group has established an independent computer reservation system. Our country and century in the early 1980s, some hotels began to apply computer network technology to conduct an internal information management and business operations involving the vestibule, reception, cashier, inquiries, room booking, sales, catering, security, reports, door locks etc. The 20th century, the hotel e-commerce to flourish at a rapid pace in Europe and the United States, more than 90 percent of hotels have set up their own website; a lot of the hotel industry in China have Internet access, through the network to find their own customers to find products. provided a broad space for the network marketing.