The hotel industry is the earliest industry opened to the outside world in China, with the booming development of tourism, China's hotel industry will get greater development opportunities. Here is what I have organized for you about the hotel marketing paper for your reference.
About hotel marketing essay sample essay 1: hotel marketing practice teaching mode researchAbstract: Higher vocational education Talent cultivation mode focuses on the practical, open and vocational nature of the teaching process. The combination of work and study should be taken as an important entry point for the reform of higher vocational education talent cultivation mode, and actively implement the learning mode combined with production labor and social practice. This practical teaching curriculum model for the hotel marketing course teaching brings a new opportunity, but also for the hotel management professional practice course to develop new ideas.
Keywords: hotel marketing; practice; teaching mode
Classification number: G718.5 Literature identification code: A
Article No.: 1005-913X(2013)02-0140-01
Hotel marketing is a professional foundation course for hotel management majors, and its main purpose is to make students understand the basics of hotel marketing. Its main purpose is to enable students to understand the basics of hotel marketing, require students to establish a customer-oriented marketing awareness, and be able to conduct hotel market research, market environment analysis, marketing planning, product design, public relations and sales and other job skills. From the previous teaching process, on the one hand, the traditional curriculum model is too dull, can not play the role of training professional hotel marketing personnel; on the other hand, students lack of on-campus practice, the examination method is also based on theoretical assessment, practical teaching can not be well applied in teaching, which directly leads to the poor hands-on ability of students.
The Ministry of Education in the "comprehensively improve the quality of teaching of higher vocational education in a number of opinions" proposed: higher vocational education personnel training model focuses on the teaching process of practical, open and vocational. The combination of work and study should be taken as an important entry point for the reform of higher vocational education personnel training mode, and actively implement the learning mode combined with production labor and social practice. This practical teaching curriculum model for the hotel marketing course teaching has brought new opportunities, but also for the hotel management professional practice course to develop new ideas.
First, the application of practical teaching mode
The hotel marketing course breaks the traditional classroom teaching mode, part of the classroom moved to the campus? The school is a cafe, and the teacher will teach in the practical training place. And students learn while practicing, according to the real marketing process of the cafe product marketing work, learning in a real work situation. Completion? Literacy and Specialization, Knowledge and Concept, Competence and Technology, Training and Certification? Functions in one of the on-campus productive training base construction.
Second, the teaching content and practical training in one
(a) the selection of teaching content
The course team according to the teaching objectives of the course, combined with the students in the hotel's real marketing positions (marketing specialist, marketing clerk and marketing manager) and job responsibilities for the selection of teaching content. In order to shorten the distance between the talent training objectives and the cognitive requirements of the students' employment position groups, the requirements of the vocational qualification standards are also appropriately supplemented to reflect? Learning is work, work is learning? The concept of vocational education.
(B) the design of teaching content
The course team divided the hotel marketing course into theoretical and practical teaching sessions. In the process of course content design will be the most important processes of hotel marketing: commodity market research? Write a research report? Identify the target market? Creating hotel products? Setting the price of hotel products? Establishing sales channels and marketing programs. Integrate with the production tasks of Café de l'Académie. Combine with the production tasks of the café to achieve? Doing learning in one, contextual learning.
(C) Teaching process design
According to the above project content of the practical teaching design, I will select the project four of the practical tasks? Cafe hotel product design as an example of the design of the teaching process, the teaching process through the following links.
Preparation: group students, prepare paper, pens and so on.
First, introduce the course, put forward the task? Design a cafe product. According to the practical tasks completed in the last few classes, we carried out the target market orientation? Teachers and students of the school and the owners of the family area. Design a cafe product based on the above market positioning. Requirements: drinks + fast food food, operable.
Second, the plan. According to the market research information collected in the previous classes to develop a product design plan, students can combine the school lunch peak, or some large festivals, first in full consideration of the specific circumstances of the cafe design.
Third, decision-making. In the above several plans to select the best, the next step in the implementation.
Fourth, implementation. Students get their hands dirty and complete the task. Each group of students, after mastering the task they have been given, will do the actual operation in the cafe to complete the design of the product. (The students had practiced in the cafe in their freshman year, so they have a good basis for operation.) And the live demonstration in the cafe, explaining the nature and characteristics of the product.
Fifth, control. During the students' live demonstration, other groups of students as well as the teacher supervise and control, note down irregularities in the procedures and professional etiquette, and raise them during the assessment.
Sixth, evaluation. Each group carries out intra-group group evaluation and group mutual evaluation according to the performance of the group members. The instructor makes targeted comments, corrections, demonstrations, and re-practices on the students' performance, and finally conducts assessment and grading, which is included in the assessment system of the whole course as a unit test.
Third, the teaching effect evaluation
First, the teacher in the coffee shop for in-class practical teaching, to the students as the main body, so that students have the opportunity and ability to do hands-on. Hands-on analysis on the one hand can mobilize students' learning enthusiasm, make students from passive learning state into active learning, improve students' learning interest; on the other hand, it can also allow teachers to participate in the process of social practice to accurately locate the combination of theoretical and practical teaching, and enhance the teachers' ability to operate in practice.
Secondly, hotel marketing is derived from practice, and applied to practice, therefore, students' marketing ability is not taught but trained. Through the practical teaching in the cafe, the hard work of marketing and the complexity of product design are perceived in advance, adapting to the future hotel work environment, so that they can become successful hotel marketers.
Third, the assessment method from the original paper-based assessment, transformed into a combination of process and summative assessment. Students' work tasks are scored by peers, teachers and consumers*** alike.
Fourth, the practical projects accepted by the students are closely related to the production and marketing of the corresponding products of the Café, and the students are driven to complete their professional learning in the form of tasks. Each teaching process to a specific work process as the object, market analysis, research, writing research reports, marketing planning, etc., all links are centered around the real business, business with the market constantly changing and updated. The cafe products designed through the students' practical courses become the campus? Café Yoyogi is the main product of the campus. The main products.
References:
[1] Deng Qingnan. Hotel management professional on-campus productive training base construction thinking [J]. Journal of Chengdu Electronic Machinery Higher Specialized School, 2011(1).
[2] Xu Yan. Thinking about the Practice Teaching Mode of Marketing in Local Colleges and Universities [J]. Journal of Hubei University of Economics, 2010(7).
[3] Yang Fang. The construction of practice teaching system of hotel management [J]. Journal of Taiyuan City Vocational Technology, 2012(5).
About Hotel Marketing Essay Sample 2: The Role of Marketing in Hotel OperationAbstract: The hotel industry is one of the earliest industries opened to the outside world in China, and with the booming development of the tourism industry, China's hotel industry will be given greater opportunities for development. Hotel hotel marketing is in order to meet the reasonable requirements of customers, in order to make the hotel profitable and a series of business, sales activities, the core of marketing is to meet the reasonable requirements of the guests, the ultimate goal is to make profits for the hotel, especially the economic hotel. This paper analyzes the status quo and problems of China's economy hotels and further proposes corresponding countermeasures, hoping to peer managers and other hotels have a certain reference and reference role in marketing.
Keywords: economy hotels; marketing; problems; countermeasures
Foreword
Marketing is a kind of market operation activities of the hotel, that is, the hotel from the satisfaction of consumer demand, the comprehensive use of a variety of scientific market operation means, the overall sale of goods and services to consumers. For hotels, especially budget hotels, marketing is an important part of business activities, it is through the study of the needs of guests to promote the growth of the hotel source, the development of potential markets, and thus enhance the hotel's revenue.
This article will take the economic hotel as an example to explore the role of marketing in China's hotel industry, and analyze its current situation and problems, and put forward corresponding countermeasures.
I. Analysis of the characteristics of China's economy hotels
(a) Management structure: streamlined and efficient.
Economic hotels pursue a people-oriented management concept, emphasizing ? A multi-specialty, one person, many posts? This is also an innovation in personnel management of budget hotels: that is, in this labor resource-intensive industry by downsizing manpower for institutional streamlining, and at the same time, according to the market demand flexibility to talent recruitment.
(ii) business model: cost savings, cost-effective, applicable to chain operations.
The so-called high-quality low-cost refers to: in the hotel industry in the development of mature countries, the economy hotel is just less investment standards and facilities supporting it, in the necessary projects and basic services, it should be the same level of high-grade hotels, the basic quality of management services can not be reduced. Economy hotel room prices are not high, but clean, comfortable, safe, affordable, with preferential rates and quality service as the biggest selling point. Generally take the form of chain management, franchising and other forms of brand extension, the chain stores between the unified brand image, unified service standards, unified material distribution, unified marketing.
Second, China's economic hotel in the marketing of the problem analysis
(a) incomplete market segmentation.
Due to the late start, many hotels are not fine enough to divide the target market, resulting in market overlap. According to foreign development experience, economic hotels have three types of grades: limited service hotels, economic hotels and cheap hotels. Limited service hotels belong to the upscale level, economic hotels belong to the middle class, and cheap hotels belong to the lowest class. The price difference between these three levels of hotels is very large, the gap between the hardware facilities is also very large, limited service hotel room hardware facilities are no less than four or five star hotels, while some cheap hotel room facilities are relatively simple. But in the current Chinese market has not yet appeared very clear division of product levels.
(ii) the lack of professional marketing talent.
Experience has proved that economic hotels are more suitable for chain management. However, the domestic hotel school training system is almost all centered around the operation and management of single hotel to start, so there is a chain of hotel management knowledge and skills of the talent is extremely lack of. State-owned hotel operator selection mechanism is not perfect so that the economic hotel professional managers lack of soil, there are very few both proficient chain management and master hotel management talent, in addition, China's previous hotel personnel is in accordance with the service standards and characteristics of high-star hotel training out, can not adapt to the economic hotel one person multi-posts, a full-time all-powerful skills requirements.
(C) the lack of marketing tools, sales booking network is incomplete.
Compared with foreign brands, domestic economic hotel brands lack of marketing awareness and means. Many economic hotels have low visibility, brand image building is not successful. Due to the limitations of funds, operator quality and other conditions, more hotels are in the self-finding stage. Most of the hotels still do not pay attention to market differentiation and the development of specialty products, still face the market with mass market products. In addition, in addition to Jinjiang Star, Mao Jia Express and a few other hotel chains to build an independent sales booking network and call center, many other hotels rely mainly on professional booking centers and travel agencies to sell rooms. Even if there is a reservation network, its technology and efficiency is not high.
Third, China's economic hotel marketing strategy analysis
(a) change the marketing concept, innovative marketing model.
1. Internal marketing, full participation.
The internal marketing of the hotel is the hotel's internal full promotion, which is the continuation and extension of the hotel marketing, is the best form of saving marketing costs. On the one hand, the internal promotion is oriented to the guests who have already stayed or old customers to promote, to stabilize the existing customers is to stabilize the existing market share. On the other hand, internal promotion does not require specialized staff, which is easier and more convenient than external promotion. From the general manager to the waiter, from the front desk to the backstage, everyone can participate in the hotel is a volunteer salesman. As long as the enthusiasm of all employees, initiative mobilized, and then properly master some of the methods and techniques, the hotel will form a strong internal sales force.
2. Relationship marketing, moving customers.
The purpose of hotel relationship marketing is to improve the loyalty of regular customers, consolidate market share. Hotel relationship marketing commonly used means are: frequent flyer discounts, fast check-in and check-out, record frequent flyer previous information to provide personalized service. A personalized service experience leaves a lasting impression on the guest. The hotel regularly contact with selected customers to understand their views and suggestions on service work, which will make them think that the hotel is a member of their own network of relationships, there is a sense of closeness, in their need to the hotel consumption will be subconsciously preferred to the hotel.
(ii) A reasonable mix of hotel marketing strategies.
Professor McCarthy, an American marketing scientist, summarized the marketing elements into four categories: one is the product (product), the second is the price (price ), the third is the distribution (place ), the fourth is the promotion ((promotion), the main study of how to expand the market. Because these four elements of the first letter of the English word are P, it is referred to as 4P.
1. Product strategy.
The rapid expansion of economy hotels in China, homogenized competition is very serious, market segmentation is an inevitable trend. Product differentiation as the driving force of the franchised development of economy hotels can avoid the vicious price competition brought about by homogenization, and the potential needs of different consumers into real demand, thus forming a fine-tuned professional market, making the economy hotel product form more rich, market competition standardized and orderly. Although the economic hotel provides limited services, but this does not mean that its products are simple or simple, economic hotels need to refine the target market, to determine their own hotel's target customers are business travelers or tourists, etc., for their own main target customer groups, analyze their psychology, carefully study their consumption needs, to provide the most suitable products and services.
2. Pricing strategy.
Economy hotels can not simply emphasize the profitability and ignore the market and competitive situation, but also the pursuit of market share and fall into the price war. Pricing strategy is one of the important marketing strategy for budget hotels, the hotel needs to be based on cost, according to the season for each market segment to develop a flexible, different levels of prices, in order to ultimately achieve the marketing objectives.
3. Marketing channel strategy.
The Internet is a good information platform, which accelerates the communication and exchange between people, the hotel through the Internet to promote corporate image, faster, clearer, more comprehensive, interactive, so that the hotel services become tangible. The use of multimedia technology can be the hotel facilities and equipment, the internal environment decoration, and a variety of special services, are on the Internet very dynamic performance. Guests can understand the hotel faster, without leaving home, you can get visual, visualization of services at home.
References:
[1]He Yongqi. Zhang Chuanzhong. Marketing [M]. Northeast Finance and Economics University Press, 2003, 278-283.
[2]Huang Liuying. New concept of hotel marketing: differentiated marketing. Business Economics and Management [J], 2007, (1).
[3]Shi Tonghe. Trial analysis of economic hotels to reduce costs [J]. Shenyang: Liaoning People's Publishing House, 1982(5).
[4]Zhou Li. Introduction to the development opportunities and business model of economic hotels[J]. Science and Education Wenhui, 2008(12).
[5]Zhang Weihong. Competitive Strategy of Economy Hotels-Taking Maojia Hotel Chain as an Example[J]. Mall Modernization, 2008(9):12.
[6]Zhang Hui. Competitive Strategy Selection of Economy Hotels[J]. Business modernization, 2005(1).