Internet marketing campaign for railway hotel
Liu, Min (2012)
Liu, Min
Satakunnan ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012121719824
https://urn.fi/URN:NBN:fi:amk-2012121719824
Tiivistelmä
The purpose of this thesis was to recognize the significant influence of Internet application in the marketing area and explore the specific processes when planning a successful marketing campaign for medium-sized company, also to create a new Internet marketing campaign to improve the target company‟s brand recognition and its communications with customers.
The theoretical part of the thesis was composed of Internet marketing development elements including definition, role and strategy. It also introduced the fundamental processes when creating a marketing campaign.
The relevant data were gathered through face to face interviews with the managers of the case company. The questions were related to the marketing situation and goal of the case company. Additionally, a self-designed questionnaire was chosen to evaluate the customers‟ online activity and experience on the hotel‟s online service.
Internet marketing plays a vital role in managing the company‟s brand image and customer relationship in various business fields. Selecting the right Internet media channel to promote marketing is a big challenge for achieving business goals. An attempt was made to create an effective Internet marketing campaign integrating three different new media channels to improve the brand visibility and customer relationships of the case company. The proposal was based on the exploration of the company‟s situation and local market analysis. As a result of the study, a plan was implemented from two stages. The first stage of the campaign used a mixture of social media and email, and the second stage applied the online service platforms.
The theoretical part of the thesis was composed of Internet marketing development elements including definition, role and strategy. It also introduced the fundamental processes when creating a marketing campaign.
The relevant data were gathered through face to face interviews with the managers of the case company. The questions were related to the marketing situation and goal of the case company. Additionally, a self-designed questionnaire was chosen to evaluate the customers‟ online activity and experience on the hotel‟s online service.
Internet marketing plays a vital role in managing the company‟s brand image and customer relationship in various business fields. Selecting the right Internet media channel to promote marketing is a big challenge for achieving business goals. An attempt was made to create an effective Internet marketing campaign integrating three different new media channels to improve the brand visibility and customer relationships of the case company. The proposal was based on the exploration of the company‟s situation and local market analysis. As a result of the study, a plan was implemented from two stages. The first stage of the campaign used a mixture of social media and email, and the second stage applied the online service platforms.