自媒体手段在星级酒店营销的应用与优化研究——以厦门华尔道夫酒店为例
Research on Application and Optimization of Self-Media Means in Star-Rated Hotel Marketing—Taking the Waldorf Astoria Xiamen as an Example

社会的高速发展，让企业都不得不朝自媒体方向发展。网络用户的数量急剧增长，更多便捷且具有个性化的需求被大众所追求。企业为了打造自身形象，吸引更多客源，获取利益，借助自媒体社交平台创造更多的营销方式。多数的酒店运用微信、OTA平台、抖音、企业官方网站等来宣传自己企业的形象，扩大声誉、知名度。通过自媒体在厦门华尔道夫酒店营销中的应用研究调查，发现存在的问题，改善酒店的自媒体营销质量，提升酒店在市场中的竞争力，促进酒店自媒体市场发展与进步。
The rapid development of society has forced enterprises to develop in the direction of self-media. The number of Internet users has increased dramatically, and more convenient and personalized needs are being pursued by the public. In order to build their own image, attract more customers, and obtain benefits, enterprises create more marketing methods with the help of self-media social platforms. Most hotels use WeChat, OTA platforms, TikTok, official websites, etc. to promote their corporate image and expand their reputation and popularity. Through this research and investigation on the application of self-media in the marketing of Waldorf Astoria Xiamen Hotel, the existing problems are found to improve the quality of the hotel’s self-media marketing, enhance the competitiveness of the hotel in the market, and promote the development and progress of the hotel self-media market.