伴随着信息技术的不断发展和后疫情时代的双重影响，营销的数字化转型已经成为了酒店行业的必经之路。同时，社交媒体已经全方面的占据了消费者的日常生活，并在不知不觉中改变着人们的行为习惯和购物方式。以微信、抖音、小红书为代表的社交媒体，已经成为移动设备最重要的流量密码，越来越多的酒店开始运用社交媒体营销提高整体的收益。PH酒店是位于北京CBD的国际奢华品牌酒店，疫情发生后，客源市场发生了明显的改变。PH酒店需要探索新客群的消费心理，挖掘他们的实际需求，并结合对消费者感知价值产生积极作用的营销方式，以满足消费者需求，争取到更多的市场份额，从而提升酒店整体收益。

本文以PH酒店为研究对象，首先通过外部环境、内部资源以及竞争对手情况的分析，明确PH酒店的营销环境和STP三要素，再通过整理其社交媒体营销现状和相关部门负责人的访谈，全面剖析了本文研究对象的实际情况。然后基于消费者行为理论模型，以问卷调查的方式探索外部刺激因素（即社交媒体营销方式）和感知价值（感知使用、感知信任和感知风险）对消费者购买行为的影响，其中外部的刺激因素由行业内专家的访谈提取而来，分别是植入型广告、活动营销、口碑营销与在线互动。随后通过数据分析得出互动营销和口碑营销对社交媒体上的消费者的影响最大，在营销活动中，用户的互动性越高，口碑越好，对消费者的感知使用和感知信任就越强，感知风险也越低。同时还要关注不同的消费群体（比如不同年龄层和不同社交媒体平台用户）对营销方式的感知差异。

最后根据数字营销4R理论的四个维度（即用户画像识别、数字化覆盖与到达、持续的用户关系和交易与回报），与调研结果和酒店实际情况相结合，分析了PH酒店的社交媒体营销问题和原因，并提出了针对PH酒店社交媒体营销的优化建议：对社交媒体用户画像进行大数据分析，深挖用户需求来优化产品；通过内容营销提高广告的质量和多元的形式；掌握各平台的差异化功能和社群营销曾强互动性和口碑分享。

Under the dual impact of continuous development of information technology and the post-pandemic era, hotel industry should accelerate its digital transformation of marketing. Social media has fully occupied consumers’ daily life in all aspects and has subtly changed people’s behavior and shopping habits, represented by WeChat, TikTok and Red book, which has become the main entrance of mobile device traffic. More and more hotels are using social media marketing to enhancing the overall revenue. PH Hotel, an international luxury brand hotel located in Beijing CBD, has seen a significant change in its guest source market after the outbreak of pandemic. PH hotel need to explore the consumer psychology of new guest segments, explore their intrinsic needs, and incorporate marketing approaches that have a positive effect on consumers' perceived value, in order to meet consumer demand and gain more market share, thereby increasing overall hotel revenue.

Taking PH Hotel as the research object, this paper firstly clarifies the marketing environment and STP of PH Hotel by analyzing the external environment, internal resources and competitors' survey, and then the actual situation of the research subject of this paper is comprehensively profiled by compiling its social media marketing status and interviews with relevant department heads. Next, based on the theoretical model of consumers’ behavior, the influence of external stimuli (i.e. social media marketing methods) and perceived value (perceived use, perceived trust and perceived risk) on consumers' purchasing behavior was explored by means of questionnaires, where the external stimuli were extracted from interviews with experts in the industry, namely implantable advertising, pricing marketing, word-of-mouth marketing and online interaction. The data analysis then concluded that interactive marketing and word-of-mouth marketing have the greatest impact on consumers from social media. In marketing campaigns, the higher user interaction and the better reputation contribute to stronger perceived use, perceived trust, and lower perceived risk. Attention should also be paid to the differences in perception of marketing approaches by different consumer groups (e.g., different age groups and different social media platform users).

Finally, based on the four dimensions of the 4R theory of digital marketing (Recognize; Reach; Relationship and Return), combined with the research results and the actual situation of the hotel, the problems and reasons of social media marketing of PH hotel are summarized, and the optimization suggestions for social media marketing of PH hotel are proposed: big data analysis of social media user profiles, optimizing products by digging user needs; improving the quality and diversified tactics of advertising through content marketing; mastering the differentiated features of each social media platform and using community marketing to enhance interactivity and word-of-mouth shares.