AI技術驅動的數位化行銷5C新範式─基於酒店行業的多案例研究

Abstract

本研究以中國酒店行業為研究物件，深入探討了在全球數位化趨勢下的酒店數位化行銷，以及人工智慧技術在酒店數位化行銷中所扮演的重要角色，並在此基礎上提出5C行銷新範式。 首先，本文梳理了行銷理論的發展脈絡，並回顧了數位化行銷和人工智慧技術在行銷領域的應用等相關文獻，指出酒店行業行銷理論相對於實踐的滯後性。接著，通過PEST分析和波特五力分析，從戰略角度討論了數位化行銷在酒店行業管理實踐中的重要性。研究進一步通過問卷調查發現，由於新技術的驅動，傳統的4P或4C理論在指導數位化行銷方面存在局限，基於此通過理論演繹提出了5C行銷組合新範式，並展開多案例研究對該理論進行了檢驗。 研究發現，5C新範式相較於4C理論，原有的四個行銷要素受人工智慧技術的驅動，在內涵上更加豐富，更加貼合數位化行銷的需要，特別是新增的內容創新要素，是提升數位化行銷核心競爭力的關鍵。本文最終得出以下結論：（1）酒店行業處於數位化行銷轉型的關鍵階段。（2）人工智慧技術在酒店數位化行銷中起著極重要作用。（3）5C新範式為酒店數位化行銷提供了有效的指導。 本文在理論上強調了行銷理論創新的重要性，明確了5C行銷新範式對於提高酒店數位化行銷效率方面的指導意義和實踐價值。

This study focuses on the hotel industry in China, exploring digital marketing in hotels under the global trend of digitization and the critical role of artificial intelligence (AI) technology, leading to the proposal of a new 5C marketing paradigm. Initially, the paper traces the development of marketing theories and reviews the application of digital marketing and AI technology in the marketing field, highlighting a lag in the hotel industry''s marketing theory relative to practice. Following this, the study discusses the strategic importance of digital marketing in hotel management through PEST analysis and Porter''s Five Forces analysis. Further investigation through surveys reveals that traditional 4P or 4C theories are limited in guiding digital marketing in the age of new technology, leading to the theoretical derivation and proposal of the new 5C marketing mix. This paradigm is then tested with multiple case studies. The research finds that the 5C paradigm, in comparison to the 4C theory, enriches the original marketing elements with AI technology, making it more relevant to digital marketing needs, especially with the addition of content innovation, key to enhancing core competitiveness in digital marketing. The study concludes that (1) the hotel industry is at a critical stage in the digital marketing transformation; (2) AI technology plays a vital role in digital marketing in hotels; and (3) the new 5C paradigm provides effective guidance for digital marketing in the hotel industry. The paper emphasizes the importance of innovation in marketing theory, clarifying the guidance and practical value of the new 5C marketing paradigm in enhancing the efficiency of digital marketing in the hotel industry.