數位 & 分銷經理字及分道理

Manage Direct Digital Channels 
管理直销渠道

Implement and monitor strategies to drive online traffic to your hotel via direct digital Channels.
实施并监控策略以通过直销渠道为酒店带来流量。

• IHG.com, IHG App- HCM Performance Audit & Refresh. Review on a regular basis hotel’s  description, pictures, and video to improve SEO performance and make sure hotel is sell at its best.
  IHG 网站及 App。 HCM 内容平台的表现审计和内容刷新。定期审阅酒店在HCM 内容平台的 介绍、图片、以及视频等信息，以确保最大化自然搜索相关性及预定流内的转化。
• IHG’s M&E WeChat Mini Program – Ensure Content is updated
  IHG 会议微信小程序 – 确保相关内容始终为最新的。
• IHG’s Corporate Travel Mini Program – Increase its awareness among hotel associates Working together with Sales team, to ensure. relevant clients are using this tool for best scalability. Ensuring the best content accuracy based on hotel's actual status
  IHG尚悦会微信小程序–提升尚悦会小程序在酒店相关部门的认知度。确保相关客户及销售人员最大化使用此工具。确保信息的完整和准确。
• IHG’s WeChat Mall: 
  IHG 微信商城:
  • Offer Submission- Work closely with Hotels’ related functions (e.g. Revenue management & R&B) to set up hotel individual package. 
    产品提交 – 与收益管理、餐饮等相关部门通力合作设计产品确保竞争力和并符合酒店定价体系。
  • Product on & Off shelf
    产品上架与下架。
  • Booking Management / Redemption 
    订单管理、核销管理。
  • Owned Traffic Operation (WeChat groups); 
    私域流量(酒店粉丝群等)运营
  • Performance Review
    业绩分析与回顾。
• Follow the IHG GC yearly Campaign Calendar (including loyalty Brand & destination) across the year.
  遵循IHG支持中心年度的营销日历 （包括会员相关、品牌相关、及目的地相关）。
• Participate ‘Ignite’ performance MKT program, and work with Support Center Performance marketing team & subregional commercial teams to optimize keywords selection.
  参与 ‘Ignite’ 数字营销项目，定期与支持中心的商务及营销团队共同优化酒店相关关键词。
• Liaise with Regional Marketing department and sister hotels for implementation of co-operative online campaigns.
  与区域营销团队和兄弟酒店通力合作，提升跨酒店线上营销。

Manage 3rd Party Digital Channels
管理第三方渠道

Implement and monitor strategies to drive online traffic to your hotel via 3rd Party Digital Channels.
实施并监控策略以通过第三方渠道为酒店带来流量。

Work with connected OTAs (Ctrip, Meituan, Fliggy, Booking.com, Agoda, Expedia) to focus on, although may to different extend based on hotels’ business mix, including but not limited to:
基于酒店的实际也位于组成，与包括携程、美团、飞猪、Booking.com、Agoda,、Expedia等渠道紧密合作。包括打但不限于以下工作：

• Hold Regular Business Reviews with Channels’ marketing managers, with a focus on the quality score of each channel, and drive action plans enhancing the score. 
  与渠道的市场经理进行定期的市场回顾，特别关注酒店在不同渠道的质量评分，并通过对应的行动提升分值。
• Regular Content update via HCM or OTAs’ extranet to ensure all information are updated and content are attractive for our audiences. 
  定期对HCM 或者OTA后台内容进行审核，确保内容更新并对受众具有吸引力。
• Review Management. Regularly Implement a cross team review management process, from encouraging reviews to online review feedbacks.
  内容评分管理，定期进行跨团队的内容讨论，发现评论中体现的跨不同部门的问题并加以整改提升。
• Rate Parity Optimizations. Ensuring rate parity guild lines from Support Center is strictly followed.
  价格一致性。确保支持中心所确认的价格一致性政策得以贯彻。
• Connectivity – regularly check the connectivity with hotels, and ensure connected content & rates are smoothly pushed. 
  直连。定期确认酒店的直连准确性，将直连中出现的问题与支持中心相关团队进行沟通与协调。

Livestream and Rich Content Media Platforms (Douyin, Red, etc.,) Content Curation & ‘KOX’ management:
直播、内容平台(抖音及小红书等)， 及‘KOX’合作

• Clearly convey hotel’s unique selling points, across product verticals to vendors or KOXs;
  对平台、KOX 及供应商准确传递酒店不同品类产品的卖点。
• Own product development, with cooperation with hotel revenue, & Ops functions. 
  与相关部门，如收益管理、运营等部门协同，负责产品生成。
• Own best conversion path for content’s landing, considering not just one time GMV, but also hotel’s overarching strategy across various channels.
  设计酒店跨渠道的转化漏斗设计，不仅限于一次性收益，同时也注重长期的跨平台的效应。
• Curate content, together with vendors or KOXs, including but not limited to articles, livestreams, or short videos etc., toward the product conversation paths as designed. 
  与KOX及供应商协调内容生产，包括但不限于文章、直播、短视频等，与上述转化漏斗设计相协同。
• Point of Interest (POI) Channels (Dianping etc.,) Content Curation, F&B related Offers uploading. Review Management. 
  本地生活渠道（如点评）的内容生成、餐饮相关产品的上传。线上评价管理。

Insights & Data Analysis 
商务洞察与数据分析

• Provide monthly and quarterly performance reports, projections, and reviews on all key performance metrics.
  每月及每季度提供跨渠道的 数据分析、下一周期预测以及对关键数据进行生意回顾。
• Regular Competitor research to ensure we hold the competitive edge vs hotels’ comp set
  定期的竞品分析以确保在竞争群中保持竞争优势。
• Introduce industry best practices, standards, and innovation. Identifies and capitalizes on Opportunities
  引入最佳实践，标准以及创新。识别并利用新机遇。