控制酒店網(wǎng)絡(luò)營(yíng)銷的評(píng)估方法與范圍有哪些？

控制酒店網(wǎng)絡(luò)營(yíng)銷的評(píng)估方法與范圍有哪些？
    酒店實(shí)施網(wǎng)絡(luò)營(yíng)銷時(shí)，應(yīng)注意進(jìn)行及時(shí)的評(píng)估和控制
（一）對(duì)網(wǎng)絡(luò)營(yíng)銷效果的評(píng)估
1.評(píng)估的范圍
   （1）常規(guī)方面
    網(wǎng)絡(luò)營(yíng)銷適用于本酒店嗎？網(wǎng)絡(luò)營(yíng)銷是否給本酒店帶來(lái)了更大的訪問(wèn)量？
   （2）創(chuàng)造性方面
    透過(guò)網(wǎng)絡(luò)發(fā)送的廣告或電子郵件，這種信息對(duì)我有效嗎？因?yàn)橐粋€(gè)廣告或信息可能對(duì)某些受眾很適用，對(duì)其他人卻根本沒有效果；可能適宜某個(gè)特定的網(wǎng)站，卻不適合其他的網(wǎng)站。因此當(dāng)酒店形象設(shè)計(jì)改變目標(biāo)受眾類型時(shí)，要保持在必要時(shí)改變信息類型的敏感性。
    通過(guò)對(duì)以上兩方面的分析，評(píng)估網(wǎng)絡(luò)營(yíng)銷動(dòng)機(jī)和目標(biāo)是否能夠?qū)崿F(xiàn)。
2.評(píng)估的指標(biāo)
    對(duì)網(wǎng)絡(luò)營(yíng)銷效果的評(píng)估，可以通過(guò)分析以下指標(biāo)的變化而進(jìn)行：總訪問(wèn)量，產(chǎn)生的關(guān)注數(shù)量，轉(zhuǎn)化為注冊(cè)或產(chǎn)品（服務(wù)）銷售的百分比，實(shí)際產(chǎn)品（服務(wù)）銷售狀況或者回復(fù)狀況，預(yù)期的重復(fù)消費(fèi)者數(shù)量。
3.評(píng)估的方法
    根據(jù)酒店的目標(biāo)，確定評(píng)估的方法。如果酒店的目的是要提高網(wǎng)站的訪問(wèn)量，那么久分析點(diǎn)擊量；如果酒店的目標(biāo)是獲得更多的消費(fèi)者，那么久分析電子郵件簽約數(shù)量；如果酒店希望銷售某項(xiàng)產(chǎn)品，則應(yīng)分析廣告或電子郵件帶來(lái)的銷售額。
（二）對(duì)網(wǎng)絡(luò)營(yíng)銷的控制
    根據(jù)評(píng)估的結(jié)果，酒店應(yīng)對(duì)網(wǎng)絡(luò)營(yíng)銷加以控制，以充分發(fā)揮網(wǎng)絡(luò)營(yíng)銷的優(yōu)勢(shì)，及時(shí)識(shí)別存在的問(wèn)題并加以改進(jìn)。
Control assessment of the hotel Internet marketing methods and scope of what?
    Hotels implementation of network marketing should be noted that the timely assessment and control
(A) assess the effect of network marketing
The scope of an assessment
   (A) General aspects
    Applicable to network marketing in the hotel? Network marketing has brought greater access to the hotel?
   (2) creative aspects of
    Through advertising or e-mail sent over the network, this information for me? An advertisement or information may be very suitable for some audiences, others no effect; may be appropriate to a particular site is not suitable for other sites. Therefore, when the hotel to change the type of target audience, to maintain sensitivity to change the type of information when necessary.
    To assess the network marketing motivations and goals can be achieved through the analysis of these two aspects.
(2) assess indicators
    Assessment of the effect of network marketing can be carried out by analyzing the changes of the following indicators: total visits, the attention generated by the number converted to a percentage of the registration or sale of products (services), sales or respond to conditions of actual product (service) is expected to duplication of the number of consumers.
Three assessment methods
    According to the hotel aims to determine the assessment methodology. If the hotel aims to improve the site's traffic, so long analysis of the traffic; if the hotel's goal is to get more consumers, so long analysis of the number of e-mail signing; if the hotel wants to sell a product, you should analyze your or e-mail sales.
(B) the control of network marketing
    According to the assessment results, hotel deal with network marketing to be controlled in order to give full play to the advantages of online marketing, timely recognition of the problems and make improvements.