Tag: Big Data

Online Marketing Channels Big Data Information Analysis

Online Marketing Channels in the era when big data information analysis has gradually become the mainstream. The fast-developing network marketing channels will also usher in a new stage of development. After understanding the current situation of China’s network marketing channels, summarize their types, characteristics, and the choice of enterprises. Combined with the analysis of the development trend of network marketing channels under the background of the Internet era. And based on the analysis of big data information, proposed the optimization of network marketing channels.

Here are the articles to explain, Online marketing channels under Big data information Analysis

As the second largest Internet market after the United States, my country’s huge group of netizens has spawned a huge network of online consumer groups and online marketing space. Based on the Internet, network marketing channels came into being, and made up for the deficiencies of traditional marketing channels. After the development of big data has risen to the national strategic level. Related fields will also usher in new development opportunities. Under the background of big data. Through the effective use of information analysis, my country’s network marketing channels will also usher in a new stage of development.

Research on the status quo of online marketing channels in my country

Based on having the functions of traditional marketing channels, network marketing channels refer to the provision of available products and services through the Internet, and the use of computers or other available information technology means to complete transaction activities in the target market.

Types of Online Marketing Channels

The channel types can subdivide according to different division basis and can divide into the following three types.

(1) Direct marketing channels (Internet direct sales).

A network channel that delivers directly from the producer to the final consumer in one step via the Internet. Traditional intermediaries have stood transformed into intermediaries that provide services. Such as professional distribution companies that provide freight transportation and distribution services.

(2) Indirect marketing.

A channel for information communication between buyers and sellers through network intermediaries or platforms. Intermediaries integrate Internet technology, with a higher degree of specialization and economies of scale. And transaction efficiency is higher than that of online direct sales. For example, by relying on the Internet, online stores can quickly expand the scope of the target market at a low cost and find a larger customer group.

(3) Dual channels.

It is easier to achieve “market penetration” under the buyer’s market conditions by using the two channels of online direct sales and indirect sales at the same time. Which is the best choice for online marketing channels for production enterprises.

Characteristics of Online Marketing Channels

A network marketing channel is a way for enterprises to communicate with consumers through the Internet, which has obvious characteristics. The development of network marketing channels reduces many unnecessary links in the sales process. Which is beneficial to both buyers and sellers and makes communication between producers and consumers more convenient. In general, network marketing channels have the following characteristics.

(1) The channel is short.

The length of the channel between a product or service from the manufacturer to the consumer. And the complexity of the intermediate links is proportional to the markup rate and hidden cost of the product. In the two-way direct transaction between consumers and manufacturers Under this situation, the network direct sales channel came into being. The Internet for distribution has replaced the traditional roundabout mode. The short channel shortens the length of the transaction chain, reduces transaction costs, and improves efficiency.

(2) The relationship is single.

The management of network marketing channels can be simplified to the management of the network on a single level. Traditional marketing channels involve multi-level and all-round management. But with the help of the Internet, companies can skip some links in the value chain, mainly by bypassing retailers. In the context of the Internet, the virtual nature of the network has replaced the advantages obtained by traditional marketing intermediaries for geographical reasons. The efficient information transmission brought by the network optimizes many links in the marketing channel and finally simplifies it into a single relationship.

(3) Modern logistics and distribution system.

The distribution of socialized commodities must complete by relying on a modern logistics and distribution system to reach consumers in the shortest time. With the help of the most widely used logistics distribution mode – “third-party logistics”, the logistics activities of most enterprises are complete.

The choice of corporate network marketing channels

Based on its actual development status and the conditions and factors. The enterprise comprehensively considers the development goals. Then refers to the customer’s situation and the current market trend. Considering the three aspects of the enterprise, the market, the customer, and selecting the best marketing channel for the enterprise. Generally, the goal is to meet users, that is, in a huge and virtual network marketing environment. Let customers feel that this is what they need, and carry out network marketing in a targeted and planned way.

Online Marketing Channels in the Big Data Environment

The in-depth study of big data has gradually diversified its application scenarios. The application of big data information analysis to the study of network marketing channels needs to be further studied. The revolution brought by big data is changing people’s work, life, and way of thinking day by day. Big data information analysis is bound to have an impact on the research on network marketing channels.

The steady development of network marketing channels

By strengthening the construction of network infrastructure, the coverage ratio of big data can increase. The steady development of network marketing channels can achieve. Also, The dissemination speed of network marketing information can effectively improve. And social groups can understand the main content of the information the first time. And for the relevant preferential policies, moderate consumption, to expand the influence. Whether it is a business in the information or a consumer in the process of receiving the information. They can respond quickly. Therefore, focusing on investment in the construction of network infrastructure can effectively promote the normal operation of network marketing channels.

Improve the utilization efficiency of the network

The office mode of the enterprise network has become an important part of the operation and development process of today’s enterprises. Also, The rich network information resources and the fast use of the network can bring a large number of customer resources to the enterprise and promote the enterprise in the process of development. In China, it is increasingly inseparable from network information. Therefore, enterprises should pay attention to the construction of the network operating system, and actively improve the utilization rate of the network according to their development direction and customer needs, to realize the centralized management of the enterprise network and the innovative development and construction of the network information system. Relying on big data, select effective and timely information for precise application and adapt to the times.

Develop a complete network integrity system

Building a complete network integrity system can say to be an important guarantee for the effective development of network marketing channel business. Because it is different from traditional marketing channels and does not have a series of guarantees, how to perform identity verification to complete safe and reliable transactions requires the establishment of a special network identity information network, the development of a complete network integrity system, and the use of big data to conduct the verification of Enterprises and consumers make objective and true integrity evaluations.

With the continuous development of the market economy, the improvement of living standards, and the improvement of people’s consumption concept, various merchants and enterprises are urged to actively expand their marketing channels, thereby attracting more customer groups. The expansion of network marketing channels has become a focus for enterprises, but how to better establish network marketing channels is inseparable from the analysis and support of big data information, which will also bring economic and social benefits to the industry.

Optimization of online marketing channels based on big data information analysis

Under the Internet environment, there is a lot of room for reform in network marketing channels, the overall function of the channel is continuously deepened, and the development of the overall commercial and trade circulation industry is driven by online business activities. Based on the analysis of big data information, think about the optimization method of network marketing channels in the Internet environment, and also realize the expansion of marketing channels, the development of consumer markets, and the improvement of marketing efficiency.

Diversified Marketing Channels

(1) Optimize the level of marketing channels.

When enterprises conduct online business activities, they use electronic means and combine online. And offline marketing channels to make up for the shortcomings of traditional marketing channels and improve the shortcomings. To achieve the diversification of marketing channels, the first step is to optimize the level of channels. Also, Direct online direct sales or indirect channels through multi-level distributors, no matter how many levels of channels. How to choose and arrange is the most reasonable, not the higher the level of the channel marketing effect is the best. Enterprises should first consider the characteristics of the product Based on the company’s conditions. Combined with the analysis of market information such as product supply and demand. We can find the optimal level of marketing channels based on experiments.

(2) Improve the quality of channel members.

Due to the complexity and concealment of the Internet environment. Even if the information of buyers and sellers achieves a certain symmetry, network marketing still has certain risks. Therefore, the optimization of network marketing channels is inseparable from the optimization of channel members. To better complete network business marketing activities. It is necessary to improve the quality of channel members and select members that are in line with channel construction and marketing goals.

Optimize the operation of marketing channels

Optimizing the operation of marketing channels must proceed from the purpose, that is, how to optimally achieve the goal of network marketing, ensure the construction quality of network marketing channels, and enable the smooth delivery of products through e-commerce activities. It can be specifically analyzed for the following three operational purposes.

(1) Accurate customer analysis.

Under the background of big data, enterprises can use certain tools or means to accurately grasp the needs of customers and understand the situation of customers to improve the effectiveness of communication. After having clear and accurate customer information, such as customers’ past transactions, psychological preferences, and needs After grasping its consumption value, conduct targeted information dissemination.

(2) Precise market positioning.

First, accurately subdivide the market according to the relevant big data information resources obtained. Select the appropriate and optimal target market through reasonable data analysis. To ensure effective market positioning and competitive advantage, and then carry out marketing activities. In the era of big data, technical means enable enterprises to make market assessments based on their development strategic goals. Combined with mining consumer database information before operations and then making choices.

(3) Precise product launch.

After choosing a suitable market and conducting consumer surveys. How successfully delivering the corresponding products to the customers in need requires precise product delivery. With the help of the consumer information database provided by big data. It is screened from the overall sample, and the customers are classified from various factors. Such as occupation, age, income, etc., and the products are customized according to the needs of customers, and product innovation is carried out. This process is somewhat similar to cluster analysis in data analysis, dividing the huge consumer group into several categories with significant characteristics according to various criteria, selecting personalized products for these categories of consumer groups, and practicing personalized products and Service is the concept of customization.

Based on the basic analysis of the above operation objectives. Also, The operation of the organizational structure of the marketing channel can optimize. From the top to the bottom, some manufacturers and producers are responsible for the production of products, and the middlemen or networks act as network media. The marketing platform is organically combined to achieve various divisions of labor and coordinated operation processes for sales. Therefore, from the corporate culture, team, system, and other aspects to carry out research. And constantly improve the network marketing channels.

Strengthen the management of marketing channels

The optimization of network marketing channels is inseparable from strengthening the management of marketing channels, which is the key point of optimization, how to achieve the rational allocation of marketing resources through management, to achieve the goal of improving marketing quality and efficiency.

(1) Strengthen the constraints of the channel management mechanism.

The complexity of the network makes the management of channels difficult, and the concealment often brings hidden dangers. The construction of multi-channel and virtualized management systems, such as identity verification systems and network integrity systems, makes online transactions more secure and more restrictive. , which not only protects the rights and interests of consumers, but also makes the operation of enterprises more smoothly, conducts business activities under the supervision of network laws, obeys the guidance of marketing objectives, and improves marketing efficiency.

(2) Implement a good channel circulation strategy.

As an important part of the entire marketing system. It plays an important role in reducing corporate costs and improving corporate competitiveness. It is the key to marketing channel planning. An effective channel circulation strategy will affect price strategies, product strategies, promotion strategies, etc. To have a positive impact is an important means for an enterprise to successfully open up the market, and achieve sales and business goals.

The purpose of a good channel distribution strategy is to build the value of the corporate brand into a lasting customer relationship. Including consumer groups’ dependence on corporate products and the strengthening of cooperative relationships. With the support of big data information, enterprises use rich data resources and analysis technology to monitor business activities on the entire marketing channel. So that the entire marketing process of the enterprise is under control. To achieve scientific management of marketing and data mining. Combined with a modern management system to achieve scientific management.

Online Marketing Channels Big Data Information Analysis; Photo by Campaign Creators on Unsplash.

September 13, 2022
Relationship between Big Data and Smart Hotel Management
A brief analysis of the correlation or relationship between big data and smart hotel management. In recent years, with the vigorous development of our country’s science and technology economy. All walks of life in social life have made rapid development and progress, as has the hotel management industry. Under the fast-paced development trend, we are constantly exploring innovative development models and methods. In the past two years, our society has gradually entered the era of big data.

Here are the articles to explain, A brief analysis of the Correlation or Relationship between Big Data and Smart Hotel Management!

Hotel management has also grasped the development trend of the era of big data. Optimized and adjusted the management model, and introduced intelligent management models. And methods to help hotels collect and organize data and information of staying customers more conveniently and quickly. Which has greatly improved the work efficiency of hotel management. Not only that, but it also greatly reduces the expenditure of labor and capital costs. Of course, there are also a series of problems to solve. This article will make a brief analysis of this point for reference.

Keywords:
- Big data;
- Smart hotel management;
- Analysis and discussion
- Big Data and Smart Hotel Management
The intelligent management of hotels can provide a great convenience for their collation of data and information. And the collation technology of data and information will also be more convenient in the context of the era of big data. In recent years, the introduction of data information technology in hotels has not only received the key attention of the hotel industry. But also received widespread attention from relevant experts and technical personnel from all walks of life.

This is because the transformation of intelligent hotel management will have a positive impact on the lives and work of the majority of people. Relevant management personnel should invest more energy and capital costs in this work to promote the progress and development of the entire industry.

Big Data and Smart Hotel Management

Related concept elaboration

The so-called big data is through the collection and collation of many aspects of data and information, integrated into a huge database, this database contains the various data and information required in the work process. And can extract these data and information to assist in the subsequent work process. Under normal circumstances, the data information in this data and information base is dynamic with real-time changes.

The collection and collation of data and information is a continuous working state. Which can continuously collect customer information during the hotel’s work process, organize and summarize it, and store it in the data and information base. This work is very dependent on computer information technology and Internet technology. And it requires the relevant management personnel of the hotel to have a certain introduction of computer information technology equipment and Internet technology equipment to provide technical support for the work.

Smart Hotel Management

The concept of a smart hotel is not only intelligent. And automated management of the integration of data and information. But also the ability to provide customers with comprehensive digital information services through the network virtual platform. And the entire management system stands deeply optimized and improved through the introduction of network digital information technology. So that the management of the entire hotel can be as highly automated as possible.

Such improvements can greatly improve the work efficiency and work quality level of hotel management. And provide a great convenience for unified management changes. At the same time, a management system with a high level of automation can reduce unnecessary investment and waste of labor and capital costs, develop intended customer groups in a more targeted manner, and bring greater economic benefits to the hotel industry.

At the same time, it can also facilitate the realization of the multifaceted needs of the people for hotel occupancy. In addition, the innovation and optimization of smart hotels can also make more personalized reforms. Personalized hotels can improve the internal check-in content of the hotel for customers in need. And provide personalized hotel services based on standardized services. This has given hotel culture unprecedented development opportunities.

The current situation of big data application in smart hotel management

Opportunities for smart hotel management brought about by big data

The use of information technology has prompted tourists to change the traditional way of finding a room at a location and making a reservation by phone. And began to choose to use the website or various related apps to order hotels online. This online ordering method allows you to see the style of the hotel and make purchases online. Which is convenient and fast. Save time and improve efficiency.

There are also more and more people, whether they are eating out, buying air tickets or train tickets. They are also happy to use various related software to meet the various needs of daily life. Ordering hotels and other products online have also become a development trend. By collating the data obtained by consumers ordering hotels. It is possible to effectively analyze consumer consumption preferences and predict subsequent consumption.

In smart hotels, combined with the use of big data, through the collation of consumers’ booking needs and preferences. As well as the evaluation of hotels and other services, it is possible to analyze consumers’ needs for hotels in-depth. And then better improve hotel management. So that consumers’ satisfaction with the hotel stands generally improved, and the hotel can continue to be profitable.

The degree of application of smart hotels is low

Compared with traditional hotels, smart hotels have only appeared for a short time. And there are many problems in many aspects. Among them, when using the smart hotel management system, the advantages of big data DO not fully utilize. Which is a problem that most hotels have. Many hotels only rely on big data for sales and business reports and annual profit budgets. And do not pay attention to the research and development of big data.

This approach makes the use of big data impossible to play a real role at all, resulting in a great waste of resources. In the process of use, according to the regional characteristics of our country, the degree of use of big data from inland to coastal is showing an increasing trend. The use of big data in hotels in large cities in some developed areas is relatively good, and the use of big data in some underdeveloped areas is relatively poor.

The understanding of big data in hotel management is not comprehensive enough

The comprehensive application of smart hotels to modern information technology and computer Internet technology can create unprecedented opportunities for the development of the hotel industry, but there are still a large number of hotel companies in our country, and the management model used is still the traditional manual management in the past.

The arrival of the new era is too fast, leading to a large number of traditional hotel managers failing to make timely adjustments and optimize management, and the lack of new management concepts will inevitably hinder the efficiency and effectiveness of their hotels in the process of operation. Many hotels have imaginary problems. The customer’s data and information base is very large but has no practical connotation.

Many of the customer’s relevant data and information cannot stand rationally used in the follow-up work. If the validity of the customer information does not guarantee. The follow-up work cannot carry out normally. Just treat these data and information as the performance calculation at the time of check-in, maximizing the benefits will affect the long-term stable development of the hotel.

Data analysis

Based on my previous experience in the implementation of smart hotels. It can conclude that the vast majority of hotels will have major or minor problems in the collation of customer data and information. Even the use of smart and modern data information management technology by hotels is only to calculate performance. And customer occupancy rates are very common, and the related service-based management work has not stood implemented.

The data and information only stay in the business statements, and it is difficult to make further analysis and development. Which seriously wastes the data and information collected and organized by the hotel’s intelligent management. In this way, the original economic benefits will stand seriously hindered and the predetermined goals cannot achieve. However, many relevant management personnel of the hotel stands also limited to the collation of hotel profit and loss data. And the productivity-driven ability of modern data information technology cannot stand fully utilized.

The hotel’s basic service facilities are not comprehensive enough

For the majority of the people, the hotel industry is not only as simple as solving the problem of occupancy, especially in the context of the era of accelerating urbanization in recent years, the pursuit of a happy life by the majority of the people has gradually become higher, and the quality of life required is also rapidly improving. The services that hotels need to provide should closely follow the development trend of the times and transform the service content from simple check-in to all kinds of daily life content.

Providing quality sleep is not only a basic requirement but also includes high-quality catering services and services for malleable entertainment facilities. Only by establishing these developmental service facilities comprehensively can long-term. And stable development achieves, and the development of the hotel will not become a problem that managers worry about. Looking at hotel services across the country, there are still many hotels with incomplete service facilities. And they even stay at the level of traditional hotel services in the past.

Other things;

In addition to being able to provide customers with simple check-in services, even catering services cannot match. Although there will be some differences like hotels of different levels and levels, in the future development direction of hotels, only the core concepts that are innovative enough and keep pace with the times can stand for a long time. The current goal of establishing a smart hotel can also combine with these malleable development projects.

Computer information technology and Internet technology can not only apply to the collection. And collation of customer information but also to provide convenience in other services. For example, fast Internet can help customers always have an Internet experience. As an auxiliary experience in the process of experiencing hotel services. If the hotel’s malleable services can be more personalized. These technologies can also apply to corresponding services. So that customers can experience modern services in the hotel.

Although the development of these aspects requires the hotel to invest a certain amount of capital costs in the early construction stage, the intelligent management of the hotel will be able to help managers achieve higher economic benefits from many aspects of the long-term development path, including not only the capital cost investment of manpower and material resources but also the stable maintenance of customers and the new customers attracted by personalized service.

Big data Smart Hotel Management Response Strategy

Collection and collation of data and information

Smart hotels are based on the multi-faceted improvement and optimization management reform of data information technology, so the collection and collation of data and information will become the basic requirement in this reform. Relevant management personnel can meet relevant needs through the introduction of modern information technology equipment and the recruitment and training of professional and technical personnel.

In this way, it can provide basic conditions for the reform of smart hotels. Of course, in the process of continuous application of modern information technology, relevant management personnel should also pay attention to the upgrading of technical equipment, and should not stay on the initial introduction of equipment styles. In addition, regular training should carry out for the management of professionals. And technical personnel to ensure work efficiency and work quality in the daily work process.

Hotel room reservation

In a modern society with the rapid development of smartphones. Hotel check-in reservations can make through cooperation with some online booking apps. So that the majority of people can book hotel check-in in real-time through their smartphone terminals. You can book the check-in time and number of people according to your own needs. And you can also select room types and related supporting facilities and services online. In this way, the hotel’s occupancy rate and room booking efficiency can greatly improve.

Introduce a large number of management talents with big data thinking

With the development of the times, more and more people have been able to correctly recognize the importance of big data and apply big data to the development of the industry. The main purpose of big data is not to master complex and huge information, its purpose is to be able to process the data more professionally. And this process requires the introduction of a large number of management talents who understand big data and have big data thinking. Only by stockpiling more relevant talents can we better develop big data.

Therefore, to better develop smart hotels, it is necessary to introduce relevant talents. Hotels can establish cooperative relations with universities, hotels provide positions, and universities provide relevant big data talents for hotels to achieve a win-win situation. In addition, hotels can also recruit in society, and by increasing wages and benefits, they can encourage more talents to work in hotels on big data.

In the recruitment of talents, development engineers for big data applications should also introduce. Smart hotels have their development engineers, which can make the processing and utilization of data play a greater role. At the same time, it can ensure that when there is a problem with the system. It can effectively resolve in the shortest possible time to avoid economic losses due to data.

Reasonable integration of smart hotel management methods and big data

The capacity of big data is huge, there are many kinds, and the processing speed is very fast. However, in terms of smart hotel applications, there is still a need for certain integration with big data. In terms of the use of big data and smart hotels, it still takes a long time to run to be able to maximize its role. To promote the efficient integration of big data and smart hotels, hotel staff and professionals must guide, and the strong integration of the two can reduce hotel operating costs while highlighting the advantages of big data. In addition, unnecessary procedures in hotels should reduce, which can promote faster check-in in hotels.

Standardize the use of big data

Only by more standardized application of big data can the standardization and scale-up of smart hotels promote. If smart hotels want to develop better, they must give some correct guidance. So that smart tourism, smart cities, and smart hotels can develop together, and relevant data systems can establish. In terms of hotel information collection, more ways of storing data content should also adopt.

And according to the needs of users, the continuous mining of information carry out. But in the process of using big data, it is important to pay attention to the user’s privacy must guarantee. Although the application technology of big data is relatively critical, it should take the lead in development compared with other industries, and continue to reform and improve in development.

Optimize hotel information system

If a hotel wants to become a smart hotel, can better adapt to the times, and meet the development of customers. It is necessary to establish and improve the development of hotel information systems. In this process, hotels should fully rely on online travel platforms and learn from their experience. And advantages to creating a relatively independent information collection platform. So that customer information can stand better organized, thereby building a customer information database.

This is a process that requires long-term work, and the expected economic benefits will not achieve in a short period. Therefore, to plan for future economic benefits, smart hotels must also insist on doing it. The entire information system should be open and cannot close. If it closes, it will lose the importance of its existence. As far as the current situation is concerned, the hotel’s information collection system is still relatively sound. But it lacks an industry information-sharing mechanism.

In this way, it will lead to errors in the statistics of the data, so the role of big data cannot reflect. Which is extremely detrimental to the development of smart hotels. Therefore, to solve this problem, an information-sharing mechanism should form between smart hotels to achieve a win-win situation.

In the hotel customer check-in phase

When customers come to the hotel to check-in, it is an extremely important job for them to choose and book the hotel. Customers who come to a smart hotel for the first time, understand the hotel in the hotel, which is the first step for them to come hotel. In the process of customers’ understanding of the hotel, the most important thing is to conduct a scientific. And reasonable analysis of the types of customer check-in stages based on big data. And based on the analysis results, the professional level of smart hotels should improve. In the context of current information technology, more and more customers are booking hotels online.

When customers book and consume the hotel online, it is also a stage of maintaining the external image of the smart hotel. It is the various facilities of the hotel, as well as the brand effect and other influencing factors, that will encourage consumers to stay in the hotel. Therefore, to attract more consumers to stay in smart hotels, smart hotels must improve their overall service level. Various methods should also use to make customers become members of the hotel and attract customers to stay again.

For example

According to information analysis, customers who choose economical housing account for a large proportion of all customers. It can see that a smart hotel is a consumer group formed mainly by mass consumption. Therefore, smart hotels should increase their efforts to build this type of room in terms of management and configuration to meet more customer needs. In addition, to enable smart hotels to develop better, relevant infrastructure should also establish and improve. The infrastructure should have the characteristics of comfort and safety. For example, many customers will bring children to stay with them, so the hotel can prepare some toys for children to play with and some family suites and other services.

When customers stay in a hotel, their comfort should take into account. Smart hotels should also pay special attention to customer safety. In addition to ensuring that there are no security risks in infrastructure and security facilities, they should also ensure the security of customers’ personal information. Possible problems such as customer security information leakage can analyze based on big data. And an information early warning mechanism can establish and improved. The relevant information of customer information shall not disclose. And the security of customer information can guarantee as much as possible.

Summary

All in all, in the new era of modernization, hotel management should also keep up with the development trend of the times, introduce popular science and technology including computer information technology and Internet technology, realize the optimization and adjustment of the hotel management system, and improve the service quality of the entire hotel industry according to the requirements of the people for the quality of life, and promote the long-term and stable development of the hotel industry.

Correlation or Relationship between Big Data and Smart Hotel Management; Photo by Christian Lambert on Unsplash.
August 12, 2022
Smart Hotel Management under Big Data Exploration
A Brief Analysis of Smart Hotel Management under Era of Big Data Exploration and practice. With the rapid development of science and technology. The Era of big data technology has penetrated various industries in our country and has become an important production factor. In this context, hotels of various themes and also styles are emerging in an endless stream. Therefore, how to build their advantages to attract customers to stay in the fierce competition in the market has become the focus of current hotel management. The advent of the era of big data has opened up a new way of thinking for hotel management. And also smart hotel management model has emerged.

Here are the articles to explain, A Brief Analysis of Smart Hotel Management under Era of Big Data Exploration and Practice!

Based on this, this article is based on the current situation of the application of big data technology in smart hotels. Discusses smart hotel management in the context of the era of big data. And also proposes a coping strategy for the application of big data to the implementation of smart hotel management. To conform to the development requirements of the times. And meet the changing needs of the market, hotel types and hotel types have become more and more diversified.

With the increasingly mature development of big data technology, its integration and penetration with various fields of society is deepening day by day. In terms of hotel management, under the organic combination of big data technology and hotel management, the hotel management model has undergone tremendous changes, and smart hotels have emerged. The improvement and optimization of the smart hotel management model are more in line with the requirements of people to check the location of the hotel, hotel services, and book hotel rooms online.

It can greatly simplify the hotel check-in process, and it is conducive to promoting the development of modern hotel management and promoting hotel marketing and industry environment optimization. The “Notice on the Issuance of Publicity Themes and Slogans for the 2014 China Tourism Theme Year” issued by the National Tourism Administration is the first time to promote the transformation and upgrading of traditional hotel management models to smart hotels. It can see in the development of the contemporary hotel industry. The application of intelligent hotel management models is already the general trend.

Overview of big data technology and smart hotel management

(1) Big data technology

Big data technology is an advanced technology that has emerged in the process of the continuous in-depth development of Internet technology and information technology. It is a collection of data based on computers and other equipment to obtain, analyze, process, transmit, and manage data. Compared with traditional data processing technology, big data technology has significant advantages of large data capacity, strong receptivity, fast information transmission, high application value, and utility, and its overall functional utility is far superior to traditional data software.

Based on this, big data technology can further realize rapid processing. And the application of big data traffic when promoting the construction of smart hotel management. To use this as an important opportunity, tool, and also a way to promote the transformation and development of the industry.

(2) Smart Hotel Management

Based on digitization and networking technology, realizing the Informationization of hotel management and services is the core content of the smart hotel management model. The smart hotel management model is a new type of hotel management model that has emerged in the context of the Internet era to further meet the needs of the market and social development. It has formed a severe impact on the traditional hotel industry and also poses a new challenge to the hotel management profession.

The purpose of smart hotel management is to meet the individual needs of customers. At the same time, smart hotel management also has outstanding service principles such as pertinence, comfort, and flexibility. In the actual operation of smart hotels, exclusive service plans exist formulated for customers based on big data information. Customers can also choose the location of guest rooms facing the street, close to the exit, or the center according to their preferences to meet their individual needs.

However, because the individual needs of customers are very different, therefore. While ensuring the individual needs of the hotel. It should also conform to the principle of integrity in the construction of the smart hotel to ensure the overall function and nature of the hotel. In summary, the smart hotel management model combines the principle of integrity with the principles of room comfort and flexibility, and “removes the dross and takes the essence” of the hotel’s potential information, functions, nature, and connotations, so that the hotel has both humanistic care and high practicality, both high-end style and personalized characteristics.

Analysis of Smart hotel management structure

The process of intelligent management mainly involves six structural levels, namely smart hotel management, smart hotel management theory, dynamic smart hotel management, resource layer, ability layer, and the functional layer. The various structures exist closely integrated and support each other. The specific interaction form stands shown in the smart hotel management structure.

Analysis of smart hotel management functions

The building infrastructure and service management system are the main components of the current smart hotel management function. The security system and the smart hotel management platform system functions are used as an example for analysis. In the actual operation and also the management of smart hotels. A very strict security system has been built based on smart business philosophy and big data technology. Through the smart hotel management platform, the security system can be adjusted and upgraded.

In addition, the smart hotel management function has also realized the construction of the EPR system (Enterprise Resource Planning) and the CRM system (customer relationship management system). Which can not only use EPR to realize the management of hotel fixed assets and human resources. But also use CRM to realize customer complaints, customer satisfaction surveys, and the establishment and management of customer personal information files. The EPR system and CRM system realize the unified and intelligent supervision of all hotel resources.

(3) The generation and application significance of big data

With the rapid development of Internet technology, the use of mobile devices has become more and more extensive. And various application software has become more and more diversified. Therefore, users will browse information between different software based on mobile devices before traveling. And these browsing traces are big data. Through big data analysis and collation, you can understand the individual needs of users. The generation of big data has certain application significance. Which is conducive to smart hotels distinguishing between new and old customers.
1. First of all, it is conducive for hotels to formulate exclusive service plans for new customers. Hotels can understand customer preferences based on user big data. Analyze customer actual needs based on customer messages on online platforms, and preset guest check-in plans. And then provide personalized services for first-time customers;
2. Secondly, it is conducive to hotels to provide old customers with services that are in real demand. After customers stay in the hotel, a series of consumption information will generate. This data information is convenient for hotels to analyze customer consumption trends and consumer preferences, and provide customers with targeted special check-in services and rooms.
(4) Application of big data technology in smart hotels

The first is face recognition technology. The application and promotion effectiveness of this technology in the hospitality industry are shown. Smart front desk service terminals can accelerate the development of hotel self-service, Intelligence, and informationization. The smart front desk service terminal can instantly reduce the time for booking and check-in. You only need to follow the prompts to process it quickly, without staying. And automatically issue and recycle room cards, and automatically print bills and vouchers. Which is very easy and convenient.

Under this status quo, hotel managers do not need to focus on a single job position. And can provide services in different positions according to customer needs. Which can not only effectively improve the comprehensive ability of staff. But also stimulate their enthusiasm for work and maintain a good working attitude. To realize all aspects of smart hotel independent services. The second is intelligent parking technology. As the number of cars in our country continues to rise. The number of private cars has increased in a straight line. And cars have become the main tool for people to travel.

In this context

The optimization and upgrading of the overall service methods of hotel parking lots have become an inevitable trend. Smart hotels need to take into account customer parking needs and create smart parking services. With the deepening of the development of smart hotels, smart parking services have gradually become popular.

Among them, the application of 5G communication technology and artificial intelligence technology in parking management has formed a network cloud platform system. Which is currently the main intelligent parking service method of smart hotels. Compared with traditional parking services in the past, the practical use of the network cloud platform system can make it easier for car owners to understand parking information in real-time and improve parking efficiency through AI and video technology, while also facilitating parking management.

The smart hotel adopts the Deli Cloud platform, and its intelligent parking system architecture is intranet → parking lot entrance equipment (smart card access control machine, vacancy display screen, cloud parking access control machine, barrier gate) → exit (display screen, smart reader and reader) → parking lot exit equipment (smart card access control machine, cloud parking access control machine, barrier gate)； Intranet → 5G broadband → Deli Cloud Platform → Smart Hotel Management Computer.

For example

The intelligent parking system adopted by Xiamen Haicang Gulangwan Hotel in parking lot management has greatly improved the efficiency of parking lot management. The third is Artificial Intelligence (Artificial Intelligence, AI) technology. With the continuous and in-depth development of artificial intelligence technology. The application of smart hotels in artificial intelligence has become more prominent. Artificial intelligence is a modern science and technology for information calculation, retrieval, and reasoning.

The application of artificial intelligence needs to be based on existing databases to meet the different needs of smart hotels with the support of huge databases of data and information. Artificial intelligence can learn and imitate human thinking. To solve problems based on the logical pattern of human thinking. At this stage, artificial intelligence mainly adopts analytical, human-inspired, and humanized intelligent technologies. The construction of smart hotels in artificial intelligence can further improve the service quality of hotels.

Analysis of the current situation of big data application in smart hotel management

(1) Insufficient ideological awareness of smart hotel management

The smart hotel management model started slowly, and the lack of excellent experience that can be learned in the industry has caused some hotel managers to only explore and move forward on their own, resulting in insufficient ideological awareness of smart hotel management. This is manifested in hotel managers having low ideological awareness. Which makes it difficult to verify the validity of customer information resources. And related information obtains from big data, resulting in smart hotels having a huge database. But there is less actual and effective information content.

(2) Lack of scientific planning in the construction of smart hotels

With the rapid development of the tourism industry, hotels also have broad prospects for development under the good development trend of the tourism industry. Which has prompted the emergence of various types of hotels in an endless stream. In the fierce market competition, how to ensure the healthy and sustainable development of hotels is particularly important. Smart hotels are a new business management model that came into being in a new era.

They have a high competitive advantage among many types of hotels. But at this stage, there is still unreasonable planning in the construction of smart hotels. For example, in the early stage of hotel construction, there was no design and planning for big data. Artificial intelligence technology, hardware, and software result in a disadvantage in the market competition. In the process of passively implementing the transformation of hardware and software in the later stage. It is often necessary to invest more time and cost, which puts the operation in trouble.

As another example, some hotels have not conducted research on the market and customer needs in the construction of smart hotels, or lack understanding of artificial intelligence technology and big data technology. They blindly invest a lot of capital in the construction of applications and purchase hardware facilities. In the operation, it exists found that the application software or hardware provided does not meet customer needs, resulting in a waste of funds, facilities, and information resources. Which will affect the future operation and market development of the hotel.

(3) There are shortcomings in the integration of big data and smart hotels

At present, some hotel managers believe that big data is only an external form of expression in the Internet era in the process of building smart hotels. They believe that the smart hotel model is high-end and intelligent, completely ignoring the personalized characteristics of smart hotels. And also lacks the use of big data to tap into the hidden customer needs of cognition. Which has led to significant shortcomings in the integration of big data and smart hotels.

Strategies and ideas for the application of big data technology in smart hotel management

(1) Do a good job in intelligent services and improve the management efficiency of smart hotels

During the epidemic prevention and control period. To deepen the awareness of prevention and control and avoid unnecessary close contact. The practical effectiveness of the smart hotel management model has become more and more prominent. Hotels can realize online +offline services based on the smart management model.
1. First, they implement online reservation and order receiving services and set up online customer services to process customer orders.
2. Second, hotels improve the management efficiency of smart hotels through the development of online intelligent software platforms. Guests can browse hotel reviews based on the online intelligent software platform, consult room types, room prices, and other information, and filter different hotels in various regions;
3. Third, guests can also self-check-in, select rooms, self-checkout, and print bills;
4. Fourth, smart hotels should have intelligent control systems that can intelligently control all networked terminals in the guest rooms;
5. Fifth, smart hotels should also set up intelligent monitoring systems to ensure For the personal safety of guests. The intelligent monitoring system can conduct real-time supervision of some security risks in the hotel and has an intelligent fire control system;
6. Sixth, the hotel should also set up fully automated public service equipment in subsequent development and construction. Such as an intelligent elevator system, intelligent navigation system, intelligent visual intercom system, intelligent parking lot management system, etc.
(2) Strengthen cooperation between hotels and online platforms to improve overall service quality

Through effective cooperation between the hotel and the online platform, one is to enable the hotel to collect a large amount of customer information based on the online platform to understand the actual needs of customers; the other is that customers can directly complete independent check-in, check-out and other behaviors on the online platform, saving customers time and improving check-in efficiency. The third is that after the customer checks out, he can leave the check-in experience and evaluation on the online platform.

So that the hotel can grasp customer feedback, and then optimize the smart hotel service function and service system. To be able to provide customers with quality service, thereby enhancing the hotel’s image. In addition, compared with the traditional hotel service model, which relies entirely on its facilities to carry out services. Smart hotels based on big data technology can understand the actual needs and preferences of customers. While using external resources to provide customers with personalized services.

For example, cooperation with other service parties, to provide customers with pick-up, tour guides, food delivery, and other services, can effectively enhance the customer experience.

(3) Strengthen the application of intelligence and provide ideas for hotel optimization management

In the future development of smart hotels. It should optimize and improve from the three levels of design, management, and interaction based on the advantages of big data.

First of all, design changes to mine customer preferences based on big data technology. To meet the individual needs of customers and provide them with personalized package services.

The second is management change. At present, smart hotel management should support by modern technology to realize the management of hotel human resources, fixed asset resources, and guest room resources, to be able to effectively schedule and control resources, and improve the quality of hotel management and the effectiveness of smart management, and effectively guarantee the economic benefits of the hotel. It should also provide hardware facilities and services such as smart elevators, smart parking lots, and smart restaurants to further promote the intelligent development of hotels.

Finally, there is the interaction change. The current interaction method is the interaction between the hotel and the customer. The interaction method is too single. In the future development of smart hotels, the interaction method should promote in a diversified direction to realize multi-point interaction between hotels, customers, hotel suppliers, and also third-party service providers. Thereby extending service functions and meeting customers’ “one-stop” service needs. In addition, local tourism administrative departments should also pay more attention to and support the development of smart hotels. To effectively form a pattern of collaborative development of smart cities, smart tourism, and smart hotels.

Conclusion

In summary, in the context of the Internet era, big data technology has become a key technology for the rapid development of various industries in society. The organic combination of big data technology and hotel management has accelerated the transformation and upgrading of traditional hotel management models, improved the service level of smart hotels, and promoted smart hotels to become a unique business management model in the context of the Internet era, laying the foundation for the high-quality development of China’s tourism industry.

A Brief Analysis of Smart Hotel Management under Era of Big Data Exploration and Practice; Photo by Adriana Saraceanu on Unsplash.
August 12, 2022