The paper "How Social Midea Impact on Hospitality Industry in China Market" is an excellent example of a research proposal on marketing. The hospitality industry, particularly hotels, uses a number of social media platforms like Facebook, YouTube, LinkedIn, and Twitter to market its services and products. Social media, through a vast array of its technologies, enable this industry to monitor perspectives and facilitate online functionality through data and other tools to either develop or further enhance the quality and reach of its services with an aim to drive customer satisfaction. Social media as a potent marketing tool helps engage customers in a dialogue and recognize their expectations. Whereas previously hospitality industry was able to interact with its customers during the period in which services were provided, now social media has made it possible to do the same during, before and even after the customers avail hospitality services.
The use of social media in the hospitality industry is gradually getting viral and the technology is not only new but also offers an unmatched advantage on account of being affordable with a reach that is unimaginable. Lanz, Fischhof, & Lee (2010) have stated that platforms like YouTube, Twitter, Facebook, and LinkedIn provide exceptional access to guests.
They do not only enable the industry to be in direct touch with the customers and seek direct feedback in a matter of a few minutes but also increases brand awareness of the products available. Better the understanding of the hospitality industry of social media, greater are the chances of staying afloat in a highly competitive scenario. Hotels are the main stakeholders in the hospitality industry and the correct mix of marketing forms the main aspect of its growth and success. As on date, social media is considered to be a 'new marketing kid in town' which, if used appropriately, can provide niche entry points in this competitive world’ s marketplace.
It is imperative for managers working in the hospitality industry to continuously look for tools that appeal to new customers and retain old ones (Schneider, 2009). In today's marketplace that is driven by ‘ virtual world networks’ , social media plays an important role. Laudon and Traver (2007) have remarked that groups of individuals or businesses that have a profile created for them either to communicate with each other or promote themselves give rise to social networks. Social media in China provides interesting statistics.
Nearly 30 percent of social media users are in the age group of 26 to 20 years, a target considered as ideal for advertisers. On a whole nearly as many as 91 percent of the Chinese population using the internet has social accounts; a figure that is around 22 percent more than that of the United States.
China's top 10 social media sites are inhabited by an estimated 3.2 billion individual accounts with nearly 507 million people active on social media (Millward, 2013).