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Abstract
The digital marketing environment is formed because of the popularity of network infrastructure, the enhancement of connecting bandwidth, wireless network, the dense coverage of mobile signal base stations, the decrease of connecting charge, and the increase of mobile phone users and network users. Enterprises attempt to grasp the opportunities for such new marketing media. Nevertheless, digital marketing cannot unchangeably transplant the marketing experiences of traditional mass media because of the numerous varieties and different properties, with which the users would change the behaviors under digital environments. Such factors, on the other hand, connect and affect each other that it might yield the twice results with half efforts by understanding the idea of digital marketing, mastering the characteristics of digital marketing media, and realizing the key success factors in digital marketing to develop the strategies of digital marketing media combination.
The department supervisors and employees in Fleur De Chine at Sun Moon Lake are investigated in this study. Total 120 copies of questionnaires are distributed, and 77 valid copies are retrieved, with the retrieval rate 64?. The research results show the hierarchical weight ranking of the assessment indicators as 1. Interesting Title, 2. Low Technical Requirements, 3. Customer Privacy, 4. I nstant Information, 5. Personalized Characteristics, 6. Exclusive Interoperability, 7. Entertaining, 8. Clear and Simple, 9. Omnidirectional Options, 10. Cross-industry Cooperation, 11. Marketing Integration, 12. Request for Response, and 13. Customer Exclusive Notes.
Key words: service industry, digital marketing, key success factor, development strategy
Research Background and Motivation
The development of the Internet has networks become an essential element in the life. Life information or interpersonal information could be propagated through networks, which therefore become an important channel for the public collecting information and are gradually developing more diverse application services. The progress of the Internet makes new changes for business models and marketing in hotel service industry. With the trend of applying electronic systems and the fiercely competitive environments in hotel service industry, enterprises need to master customer demands and behaviors in time. The Internet provides a favorable transaction and communication channel, which allows the communication between the enterprise and customers through the interactivity of the Internet so that the provided products and services better conform to personal demands and enhance the message...