After the hotel has clarified the positioning principles and launched the marketing strategy, it should also insist on real-time tracking and measurement of the marketing effect, analyze the factors affecting the marketing effect, and quickly eliminate the adverse effects. The following is my recommendation to you related to the hotel marketing paper, I hope you like it!
Hotel marketing related papers a
"Analysis of how to do a good job of conference hotel marketing strategy"
Abstract With the continuous development of our country's economy, the scale of the conference hotel is also expanding, but because of the development of a shorter period of time and so on, there are still many problems in its marketing, such as for the Positioning accurate target market is not grasped, the lack of sufficient publicity and sales efforts, brand awareness and marketing concepts are insufficient, etc. These problems have seriously affected the conference hotel. These problems have seriously affected the development of conference hotels, therefore, to accurately position the conference hotel market objectives, bold innovation, take the network marketing or promotional marketing means to promote the development of conference hotels.
Keywords conference hotel; marketing; strategy
With the continuous improvement of the design of the level of economic development, conference hotels have developed into an important type of attraction of sources of customers, but, compared with other types of hotels, it can be found that the specific marketing process of conference hotels is not very perfect, and there are still a lot of problems. Therefore, the conference hotel marketing strategy to analyze the research, has a very important practical significance.
First, China's conference hotels in the marketing of the main problems
1. The positioning of the market target is not clear
At present, the vast majority of hotels in the marketing field to emphasize their own conference type of hotels, the purpose is obviously to earn profits in the conference market field, but when it comes to the development of the specific concepts are still relatively vague. The reason for this situation, first, because part of the conference type of hotel is just a simple transformation of the previous equipment to undertake a variety of conference activities, so in the hardware and facilities to match the relevant arrangements for internal personnel can not be very clear; Secondly, the market situation is changing rapidly, diversification of demand trend is becoming increasingly obvious, in this case, the conference hotel to choose the direction of specialization or diversification of development direction can not be determined. Select diversified development direction can not be determined, which reflects the emerging conference hotel in the choice of specific types of hotels still need to be further improved, but also need to be further standardized on the details.
2. Lack of sufficient publicity and sales efforts
From the current situation, the conference hotel to the public impact of publicity is very little, and even the lack of general type of publicity, which directly limits the conference hotel in the source of growth. Such as Shanghai and other places in the huge majority of conference hotels do not even have the necessary publicity for the exhibition type of business activities, and its marketing is generally the public consumer groups as the main purpose, while ignoring the requirements of the exhibition business type of customer, in this marketing concept is there is a direct error.
3. Lack of brand marketing concepts and brand awareness
It can be said that the formation of the brand needs a long time of conscious maintenance and operation of the enterprise, in the enterprise to form their own brand, the enterprise also has the most powerful competitiveness in the market competition. At present, the conference hotel in the brand building there is a huge problem, such as the quality of personnel vary, no brand awareness and marketing brand of scientific concepts. In addition, the relevant laws and regulations have not been implemented also caused the conference hotel prevails in the short-term economic behavior, which also caused the emergence of various unfair competition.
Second, do a good job of conference hotel marketing strategy
1. Clear positioning market objectives
In the process of the development of the hotel, in order to obtain long-term development, it is necessary to make a clear positioning of the market objectives. First, a clear positioning of the nature of the hotel to determine whether to do business-type hotels, tourist resort hotels or conference hotels. The choice of the nature of the hotel needs to start from the actual market situation, so to speak, not every hotel can do conference hotel. In the development of conference hotels, innate location advantages should not be ignored. In some tourist cities, because there is no huge number of sources of support, the hotel is not suitable to choose the direction of the development of professional conference hotels, but should be treated as a part of the development of the hotel conference hospitality, to meet market demand, while also avoiding the waste of construction; Secondly, a clear positioning of the hotel products. The hotel should be based on the different requirements of customers, and actively launch political, business-oriented, exhibition and forums and other types of conference services to meet the special requirements of different customers.
2. Take the network marketing
The hotel to take the network marketing approach, that is, the establishment of a clear purpose of the marketing type of website, the hotel to take the specific marketing strategy through the website this form of implementation, to achieve the enhancement of other websites and users with the purpose of the link between the success of the development of the network marketing approach to achieve the increase in hotel revenues. First of all, the design of the website should be done well, first, to achieve easy access to the operation of the user and page aesthetics; secondly, to ensure the implementation of flexible and transparent pricing, in order to eliminate people's doubts about the price of hotel stays. In addition, the prices listed on the network is very easy to be the same industry competition impact, so we need to make timely adjustments to the online price of rooms according to the situation.
3. Diversified forms of promotion
(1) Email. Hotels can obtain a huge number of customers through a variety of ways EMAIL information, but these hotel mail delivery to the point of the person may not need hotel services, and it is easy to make these potential customers bored. Therefore, hotel staff responsible for email delivery must carefully select all customer information to improve the efficiency of email delivery.
(2) Professional sales network. In general, people who enter the hotel sales website have a clearer booking purpose, in this case, the professional sales network will greatly attract customers to choose.
(3) public **** yellow pages. More well-known portals such as Yahoo, Sohu, etc., to provide the public with a free website query service, in which the customer enters the content they want to query will be fed back to meet the conditions of the retrieval of the content, in this case it is required that the hotel's Web site must have a clearer query to avoid being buried in the many hotel Web site.
Currently, the development of China's conference hotel scale continues to expand, but still in its marketing there are many problems, such as positioning the target market is not clear, the lack of sufficient publicity and sales efforts, brand awareness and marketing concepts are insufficient. These problems have seriously affected the future development of the conference hotel, therefore, accurate positioning of the conference hotel market objectives, bold innovation, take the network marketing or promotional marketing means, is the future development of the conference hotel is the way out.
References:
[1]Cheng Lu Hang. On the formation of the new conference and exhibition center in guangzhou on the impact of guangzhou hotel industry. Journal of Tourism.2010(02)
[2]Liu Min. Australian conference hotel development experience and inspiration. Business Times. 2008(14)
[3]Zhang Zhuoqing. Research on Marketing Characteristics and Strategies of Conference Hotels. Enterprise Reference.2008(08)
[4]Ling Qiang, Shi Changbo. Reflections on Hotel Conference Operation Countermeasures. Business Research.2009(17)
Hotel Marketing Related Papers Part II
"Discussion of the hotel's commonly used marketing methods and techniques"
Abstract The hotel industry, as the first of the three pillars of the tourism industry, is the earliest and one of the highest degree of internationalization of the industry since the reform and opening up to the international standards. At present, in the context of global integration, the hotel industry is increasingly competitive, so the use of marketing in the hotel industry becomes more important. This paper discusses several commonly used hotel marketing methods, with a view to China's hotel industry can be properly utilized to enhance the competitiveness of the hotel business process.
Keywords hotel competition marketing methods techniques
First, the current situation of China's hotels and the competitive pressure they face
In the 1980s, China's hotel market was in short supply, and in the 1990s, supply and demand began to be basically balanced, and in the 21st century, China's hotel market shifted to a buyer's market with an oversupply of hotels, and the hospitality industry is facing fierce market competition. Survey data show that as of the fourth quarter of 2013, among the 12,776 star-rated hotels in the country, in addition to the 881 hotels that were out of business, there were 146 one-star, 2,922 two-star, 5,735 three-star, 2,370 four-star and 722 five-star hotels. With the international brands of high-end hotel chains will be China as a key development area, such as Intercontinental, Wyndham, Marriott, etc. have increased investment in China, the entire hotel market is divided by a variety of price points of various types of hotels. Therefore, how to vigorously develop hotel guests under the existing conditions, to obtain the maximum economic benefits, we need to use the appropriate marketing methods and techniques.
Second, the commonly used hotel marketing methods
1, the overall marketing method
Northwestern University Professor Philip? Kotler first proposed the theory of the overall marketing concept. He believes that the enterprise's marketing activities should include all the important actors that constitute its internal and external environment, including suppliers, distributors, final customers, staff, finance companies, government, allies, competitors, news media and the general public, the core idea is ? Cooperation? is that companies synthesize their separate marketing efforts into a whole to create synergies and speak with one voice to the people you want him to hear.
Holistic marketing is also known as ? Total Marketing? , because it requires all departments of the enterprise as well as all employees *** with the same efforts and close cooperation. To infiltrate the overall marketing concept into the organizational structure, not only marketing staff to have a holistic marketing concept, but also engaged in production, finance, personnel work staff should also have a holistic marketing concept, to expand product sales, increase market share and do our best. The overall marketing awareness advocated by the hotel is to allow each employee to understand that the good or bad of their work is directly related to the hotel's image, reputation and life, everyone to do their own work is to promote the hotel's products, and on this basis, consciously targeting the needs of the customer, marketing the hotel's products and services, through customer satisfaction to achieve the best sales results.
2, opportunity marketing method
(1) the meaning of opportunity marketing. The so-called opportunity marketing is to seek those who can bring important significance to the enterprise's marketing activities, and the enterprise marketing purposes coincide with a variety of opportunities for marketing activities. Enterprises should seize the favorable short-term timing in the external market environment, to carry out marketing activities conducive to the development of the product, so as to create extraordinary results of the marketing strategy. Opportunity marketing is broader than event marketing, the opportunity can be an event, a festival, a hot topic, a market change and so on.
(2) the use of opportunity marketing in the hotel. One is to look for marketing opportunities that already exist. That is, from the people ignored or discarded but still unmet market demand to find suitable marketing opportunities. For example, from the hotel market supply and demand gap in the search for marketing opportunities, from the hotel market segmentation in the search for marketing opportunities, from the hotel product and service defects in the search for marketing opportunities and from the hotel competitor's weaknesses in the search for marketing opportunities. Marriott is an outstanding representative of the search for marketing opportunities that already exist. The Marriott brand is present in almost every segment of the hotel market, with different prices and service segments on the one hand, but maintaining the same quality and accessibility on the other, and being the leader in their respective segments. In some ways, Marriott is like the hospitality industry's ? P&G? , always working hard to build and extend new sub-brands as long as there are market opportunities, which reflects Marriott's corporate culture - doing its best to discover the needs of its target customers and then doing its best to fulfill them. As soon as an existing brand can't support those businesses, Marriott will immediately build a new brand out.
Second, create new marketing opportunities. The most important thing to create new marketing opportunities is to be able to make agile response to the changes in the marketing environment, be good at finding opportunities from many ordinary things, and be good at utilizing all kinds of conditions for marketing, developing new products and meeting new customer needs. For example, from the hotel market development trend in the creation of marketing opportunities, from the current social trends in the creation of marketing opportunities, with a variety of social practices to create marketing opportunities and the use of hotel marketing tools to create marketing opportunities. The world is not lack of opportunity, just lack of opportunity to find the eyes. For hotel managers, we must look for all possible opportunities to win the hotel's way of life.
3, cultural marketing method
Cultural marketing is a comprehensive concept, simply put, the use of a variety of cultural forces for marketing activities. Specifically refers to the enterprise consciously through the discovery, screening, cultivation or creation of a certain core values to achieve business objectives of a marketing method. That is, in the hotel marketing activities to take the initiative to corporate cultural penetration, improve the cultural content of the hotel to create a distinctive cultural atmosphere, culture as a medium of communication with customers and the public, to build a new interest **** the same body relationship. Hotel culture marketing includes both shallow conception, design, modeling, decoration, packaging, trademarks, style, and contains the value of marketing activities, aesthetic judgment and moral judgment.
Creating a theme hotel is a cultural marketing approach, for the hotel itself, the theme of the construction is a must for us to deal with competition. Many hotels across the country are building theme culture hotel, the theme culture into the entire hotel hardware and software construction, from the hotel's internal and external environmental layout, the overall shape of the house, interior decoration, interior painting and calligraphy decoration, guest room furniture and lamps, staff clothing and supplies, food and beverage culture, the hotel a variety of recreational projects, and other aspects of the *** with the embodiment of the essence of the hotel's culture, and will always be throughout the entire hotel's Service programs and the overall atmosphere. Make a bed, a window, a scene, a poem, a painting, a meal, a drink and other multi-functional services, each of the subtleties, can be seen in the hotel's specific cultural symbols, can let customers feel the connotation of the hotel's culture and soul. For example, Qingcheng Mountain Hesiang Villa, is a Taoist culture as the theme of the theme of cultural hotels, Taoist culture is the most influential regional culture of Qingcheng Mountain, Dujiangyan, is the world cultural heritage, is the Sichuan and even China's cultural card, Hesiang Villa choose Taoist culture as a road to development, the formation of the Villa operation in the timing, geographical location, and people and the three aspects of the organic combination of good results.
4, service marketing method
Service marketing is to meet customer demand as the goal, the use of basic principles of marketing, market segmentation and positioning, to determine the target customer groups, through the provision of optimal service to customers to improve customer satisfaction, create loyal customers and enhance the competitiveness of the enterprise, so as to achieve sustained growth in corporate profits marketing activities. In the past, under the traditional marketing approach, the customer purchased a product or service, which means the completion of a transaction, although sometimes it also has a product after-sales service, but mainly to solve the product after-sales maintenance functions. But from the service marketing point of view to understand, the customer bought a product or service, means the beginning of the sales work, but never the end, the enterprise is concerned not only about the success of the product or service sold, and pay more attention to is the consumer in the enjoyment of the process of the services provided by the enterprise's feelings, which includes pre-sales service, sales service and after-sales service. Hotel is a service industry, to provide customers with the best quality service, to provide customers with personalized service is its winning formula. Paris Hilton Hotel once happened such a story: a lady from the United States in the hotel booked a luxury suite, just arrived at the hotel went out. Careful hotel manager found that the lady whether she was wearing clothes, hand carrying a purse or head wearing a hairpin are big red. As soon as the lady left the room, he ordered the room service staff to redecorate the entire room. When the lady came back, she found that the suite she was staying in had been changed into a big red color from the carpet, tapestry to the lampshade, bedspread and even the sofa and curtains, which was exactly the same color as what she was wearing. The lady was so pleased that she immediately wrote a check for $10,000? tip?
At present, the consumer experience of hotel consumers is becoming richer and richer, pay more attention to personalized consumption, consumer awareness of self-protection of rights and interests has also been enhanced, they are from a single pursuit of material satisfaction, gradually moving towards the pursuit of a comprehensive satisfaction of the material and spiritual life, the hotel industry has entered an era of customer choice and picky. In the face of new customer demand, new macro and micro market environment, China's hotel industry is bound to set off a new wave of service revolution. Service marketing meets the needs of social development and consumption improvement, is an important means of competition in the hotel industry, and plays an important role in hotel operation and development. Therefore, the implementation of service marketing, cultivate more repeat customers, and even the formation of loyal customers, is the inevitable trend of the development of the hotel industry.
5, relationship marketing method
Relationship marketing applies to the tertiary industry, for the hotel industry, relationship marketing is a very important marketing method. The core of relationship marketing is to establish good customer relations, so that customers remain highly loyal to a company or a brand. According to the theory of relationship marketing, the most important thing to establish a harmonious guest-host relationship is to build a relationship of mutual trust and mutual loyalty between the enterprise and the customers. It emphasizes that on the one hand, it is necessary to strive for customers and create markets, and on the other hand, it is more important to maintain and consolidate the existing relationship, because according to the ? The two-eight principle? , 80% of the profits of the enterprise is provided by 20% of the loyal customers, and the development of a new customer cost is to maintain an old customer cost eight times.
Such as many hotels now have customer information database, customer relationship management system, membership card system, customer clubs, important customers to set up a special relationship manager, etc., these are the embodiment of relationship marketing. Computer networking will be the hotel, agents and customers linked together, the hotel can use the computer to establish a digital nervous system, through the database to save customer information, the collection of customer demand for information on the distribution of the tentacles of the hotel in every possible contact with the customer's place, and will be deposited in the customer database, in order to the customer for direct mail, telemarketing, and other return visit activities. Such as the InterContinental Hotels Group's Premium Club, Hilton's Honored Guest Club, Hyatt Gold Passport, Shangri-La's VIP Gold Ring and so on.
6, green marketing method
Green marketing is the concept of environmental protection, ecological balance and sustainable development is integrated into the marketing process of the enterprise, the enterprise in the development of marketing activities strategy, the consumer demand, business interests and environmental protection of the three organic combination. The company's marketing strategy is to combine the needs of consumers, the interests of the company and the protection of the environment. Green Hotel Is the most direct embodiment of the green marketing law in the hotel. Taking the road of sustainable development has become an inevitable trend for the development of the hotel industry in the 21st century.In 2006, the National Tourism Administration launched the Green Tourism Hotel Standard, which is another development on the basis of the star-rated hotel rating standard launched in 1987. Its essence is to provide customers with environmentally friendly, high-quality products on the one hand, and to save energy, reduce emissions and prevent environmental pollution in the process of hotel operation on the other. The development of green products is the most important manifestation of the hotel industry in the implementation of green marketing process.
III. Conclusion
The hotel can only improve its competitiveness by constantly updating its marketing concepts in the process of operation, and using a variety of marketing strategies in an all-round and multi-touch way. Whether it is traditional marketing methods or modern marketing techniques, only combined with the hotel's own characteristics, the appropriate choice, in order to achieve better results.
References
[1]2014 China Hotel Industry Status Quo Research Analysis and Market Outlook Forecast Report [R]. China Industry Report Network, 2014.
[2]Analysis of several commonly used marketing methods [J]. Paper Information, 2011(2).
[3]Shi Hanying: overall marketing concept and strategy to win [J]. Business Manager, 1994(12).
[4]An Mao Cheng: Theme hotel cultural marketing [EB/OL].
[5]Jinhua: hotel marketing methods and means [J]. Science and technology information, 2007(14).