(I) Overview and Mission of the Hotel
(II) Market Analysis
(III) Competitive Analysis
(IV) Analysis of the Hotel's Strengths, Weaknesses, and Opportunities, and Threats
(V) Marketing Objectives
(VI) Marketing Strategy of the Hotel
(VII) Marketing Budget
(viii) Implementation and control of the marketing plan
(I) Overview and mission of the hotel
Dahua Hotel is located at No. 918 West Yan'an Road, between the city center and Hongqiao Development Zone, with convenient transportation, suitable for business and urban tourism activities. The Yan'an Road elevated Jiangsu Road entrance and exit is next to the hotel, which brings convenient transportation conditions to the hotel.
The hotel is a 10-story building. The total number of guest rooms is 96, including 88 standard rooms and 8 suites; one multi-functional conference hall with a seating capacity of 80; one à la carte restaurant; and one coffee house.
The hardware of the hotel is configured according to three-star standards. The interior decorative arrangement of the hotel is designed by the famous American designer, Jochi. The decoration of the guest rooms is very characteristic: the roof is boldly decorated with blue circles, echoing with the carpet of white patterns between dark blue, giving a sense of tranquility; all the furniture is brown, and the bed is hung with watercolor paintings of Chinese characteristics. All rooms are equipped with a refrigerator, two telephones, a color TV, and E-MAIL socket.
The main services provided by the hotel are:
24-hour room service
. Wake-up call service
. Washing and ironing clothes
. Business center service hours: 6:00 to 24:00
Booking air tickets, hailing cabs for you
. Zero hour restaurant opening hours: 7:00 to 22:00
Coffee house opening hours: 7:00 to 24:00
The hotel started to operate to the public in 1978. Due to the influence of the hotel's architectural structure and the repeated changes in the target market, the hotel has not yet established a clear market image or a stable source of purchasing customers since its opening.
In 1998, the hotel was restructured into the Jinjiang International Management Company Education and Training Center Experimental Hotel, and at the same time, the hotel was closed for one year to carry out a comprehensive renovation and transformation. After the restructuring of the hotel in addition to the completion of business targets, but also to take up the company's middle management training apprenticeship. To achieve the goal of restructuring, the hotel's management style must be in line with the company's management model, the level of service must be able to reflect the company's standards, and these "must", but also for the hotel to win customers, to complete the business indicators provide opportunities and conditions.
The hotel reopened in 1999, giving customers a new image.
(II) Market Analysis
1. China's Hotel Market
Oversupply: in recent years, there has been a continuous increase in the number of hotel projects under construction; the market for the real estate industry is in the doldrums, with a number of offices and apartments shifting to the hotel business; the upgrading of social hotels; all of which has caused the number of hotels to
increase at a far greater rate than the growth in the number of customers. The following table shows national statistics for the last three years.
Year Growth of foreign travelers Growth of hotel rooms
1994 5.2% 5%
1995 6.2% 19.6%
1996 10.2% 22.6%
Obviously insufficient domestic and foreign demand: affected by the financial turmoil in Southeast Asia, the number of people who traveled in these areas decreased, and some governments even took measures to restrict national outbound travel; 97% of the countries in the region had no outbound travelers. take measures to restrict national outbound travel; since the second half of 1997, the Russian source market has grown faster, but the areas affected by the Russian market are mainly parts of North China and Northeast China, and the increase in numbers is also driven by border tours, often linked to shopping; the number of European and American guests traveling to China is growing, but the magnitude of the growth is hardly optimistic. Domestic tourism is affected by the macroeconomic situation, the lack of development of three-funded enterprises, and residents' consumption shifted to housing and other factors, the demand for hotels is also affected.
2. Shanghai Hotel Market
By the impact of the Southeast Asian economic crisis, the city's three-star hotels in 1998, the average room occupancy rate of 50%, the average room rate is 350 yuan. 1999 Asia-Pacific Economic Cooperation Conference will be held in the city, and then may attract some Chinese and foreign tourists, but the chances of these guests to stay in three-star hotels is very small. The number of inbound guests in 1999 is expected to be the same as this year.
The domestic demand market is a market with potential. Motivated by the government's policy of boosting domestic demand, it is expected that domestic residents' demand for tourism will grow considerably in 1999, and the number of people coming to Shanghai for sightseeing and shopping will increase. A sizable number of them will stay in two- and three-star hotels.
Some domestic small and medium-sized enterprises have also begun to look for relatively economical hotels to hold promotional meetings and company conferences. They need hotels that are well-equipped, clean and inexpensive.
In the catering market, last year's successors of social restaurants have embodied some of these characteristics: facilities and equipment are up to the level of star-rated hotels, attention is paid to the creation of an environment and atmosphere, and consumers, whether they are dining on their own or inviting guests to banquets, are made to feel that these venues are decent, while the price is very attractive. These are the main demand characteristics of domestic customers.
(C) Competitive analysis
1. Competitive object
There are many ways to determine the object of competition, here mainly within a certain range of the same star level, provide products similar to the hotel as the basis for determining the object of competition.
The two- and three-star hotels in the area consisting of west of Huashan Road, east of West Zhongshan Road, south of North Zhongshan Road and north of Hengshan Road. In this area, Jing'an Temple is a concentrated area of hotels, but both the regional atmosphere and the grade of the hotel, most of them are above the renovated and remodeled Dahua. We visited nearly ten hotels in this area as customers. Considering the customer market, facilities and equipment of the hotels, we chose four hotels, A, B, C and D, as the competition for Dahua Hotel. 300 80.3 290 65
2 200.8 30 180 43. 280 35.4 210. 50.1
3 300 50.5 210.6 72 310.2 84.2 268 56.6
4 300.8 49.6 234 63.2 293.2 83 297 67.9
5 320 64 265.6 70.2 353 97.5 340 72.1
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3. Comparison of facilities and equipment of competing hotels (see table)
Item Hotel A Hotel B Hotel C Hotel D Dahua
Room Facilities Complete (new) Complete (old) Complete (new) Complete (older) Complete (new)
Room Service Standard Room (suite) 367 397 25 166 96
Business Center Yes Equipment New Yes Older Yes Yes Yes Yes Equipment New
Banquet Hall (Multi-function) 400 (seating) 50 cents for 4 rooms 250 (seating) 60 cents for 4 rooms
Catering Zero Point Restaurant (seats) 300 300 80 300 300 (contracted) 150
Conference Hall (seats) 200 10×20 30 150 Hall 200 Drum 30 Meeting 80 Teaching 300
Gym Yes Yes Yes
Sauna Yes (contracted)
Health Entertainment Dance Hall Yes (fully modern, contracted) Yes (contracted) Yes (contracted) Yes (contracted) Yes (contracted)
Conference Hall (seats) 200 10×20 30 150 Hall 200 Drum 30 Meeting 80 Teaching 300
Gym Yes Yes Yes
Sauna Yes (contracted)
Wellness Recreation )
KTV room Yes (contracted) 4 rooms (capacity 50 people) Yes (contracted) Yes
Chess and cards room Yes Yes Yes Yes Yes Yes Yes Yes
Other Parking Lot Yes Yes Yes Yes Yes Yes Yes Yes Yes
4. Competitive hotels' main source of market
Hotel A: mainly for domestic guests, business, conference and tourism guests.
Hotel B: mainly for inbound guests, business, conference and tourism guests.
Hotel C: Chinese and foreign academics, conference guests, business guests.
Hotel D: internal guests mainly, business, conference guests.
{D) Analysis of Hotel Advantages, Disadvantages and Opportunities and Threats
1. Analysis of Hotel Advantages and Disadvantages
(1) Advantages:
o The hotel has a better geographic location, which is in the middle of the World Trade Center and the Shanghai Exhibition Center, and there are entrances and exits of Yan'an Road Elevated in the vicinity; and there are more apartments and offices in the vicinity of the hotel.
o Hotel is converted into an experimental hotel of education and training center of Jinjiang International Management Company (JIMC), which will represent the standard of Jinjiang in terms of management and service for the target market, as she is the cradle of the future middle management of JIMC; as an experimental hotel, it enjoys the tax benefits and the price is relatively attractive; as an experimental hotel, it can make use of the advantage of the company's chef and the opportunity of international exchanges, to Frequently hold catering demonstrations to enrich the catering products and attract customers.
o The facilities and equipment of guest rooms, business center and conference are new, complete and advanced, which are in the leading position among competitors. Especially the conference facilities and equipment, also in the city in the same star hotel in a leading position.
O Relying on the reputation of Jinjiang Group Hotel Management, it has the brand advantage.
oHave a longer operating history than its competitors, with some long-chartered old customers.
o Has established a better relationship with the local district government in its long history of operation.
o There is a strong faculty of hotel industry trainers who can provide advice on hotel business management, which is conducive to the development of new products.
O The hotel's imitation cuisine is famous in Shanghai.
O Hotel has a long architectural history and is a municipal-level protected building.
(2) Weaknesses:
O Hotel has not yet established a better market image or a stable source of purchasing customers since it opened for business in 1978.
o The guest room facilities can meet the requirements of business guests, but the entertainment facilities are not complete.
oThe number of guest rooms is small, and it cannot host several meetings at the same time.
o Only the Zero Restaurant but not the banquet hall, and few dining seats.
O The lack of commercial outlets around the hotel is inconvenient for shopping for tourist guests. It also affects the
restaurant's upcountry guest business. The
O The restaurant has a high proportion of old employees who have good service consciousness and service skills, but poor foreign language conversation skills and low awareness of accepting new products.
2. Hotel Opportunity, Threat Analysis
(1) Opportunity:
o The training center is cooperating with Lausanne Hotel School in Switzerland for training, which will bring many academic exchange opportunities. It will also enhance the image of the hotel;
o There is no restaurant with big market influence around the hotel, and there is potential market demand for wedding banquets, family banquets, business banquets, and even takeaways;
o Utilizing the good relationship with the district government, we will further strengthen the cooperation, and strive to be the first choice of the hotel for the district government's governmental activities;
o There is no café with a good atmosphere around the hotel yet, while Business negotiation, meeting friends and leisure and need such a place;
o surrounding a large number of scientific research, medical institutions, they need to have a strong academic atmosphere, the price of the exchange of places;
o by the Southeast Asian economic crisis, the impact of the business guests in these areas began to look for a relatively low-priced business hotel.
(2) Threats:
o Competitors have a more stable source of customers, and flexible means of operation. For example, Hotel C has the Shanghai Book Academic Association's reliance on a variety of academic conferences for the hotel to bring a lot of guests.
o Competitive hotels have sufficient sources of capital and lower debts.
oNew competitors are constantly appearing, such as Xingguo Hotel's new building under construction and the soon-to-be-opened Paradise Hotel at the Jiangsu intersection of Huashan Road.
(V) Marketing Objectives
1. Target Market
According to the above analysis, the target market of the hotel is mainly the domestic high-level business guests and people from teaching, medical and scientific research circles, taking into account some small academic conferences, business meetings and overseas tour groups.
oBusiness guests: there is a surplus of three-star business hotels in the region, but due to the hotel's hardware and price advantages, it can attract senior business guests of state-owned enterprises, Chinese employees of joint ventures and other business guests.
oTeaching, medical and scientific researchers: the hotel is the experimental
hotel of the training center of Jinjiang International Management Company, which itself has a better academic atmosphere, and the products are of high quality at a favorable price, which has a kindly feeling for them.
o Conference guests: the hotel conference facilities are complete, adapted to small and medium-sized business meetings, company board meetings, academic conferences.
o Overseas tour groups: the hotel can attract some overseas tour groups when it needs to supplement the insufficient source of guests.
2. Sales target
Given the analysis of this year's market, domestic guests will be the main target market, and accordingly the average room rate will drop. At the same time, because the hotel has been refurbished and restructured, the new market image has not yet been established, so it is recommended that the sales target is to maintain the main cost. Based on the hotel's various costs and expenses, the revenue target for rooms is about 7 million yuan.
(F) hotel marketing factors combination
1. product strategy
(1) improve the quality of food and beverage, the creation of specialty products: catering in the hotel business in the role of more and more important, food and beverage to drive the hotel's sales of other products has become a role of **** knowledge, and the hotel in this regard is exactly the weak point. Should make full use of the advantages of the training center, regularly held at home and abroad to show the skills of chefs; explore the original "imitation food dishes", such as the launch of the nest, millet congee and other green food; elaborate business packages, conference packages, family packages; semi-finished products, Chinese and Western point of takeaway.
(2) Emphasis on product mix: the purpose of product mix is to enhance the attractiveness of the product, increase sales. Reasonable plan for the combination of food and beverage products and guest rooms, entertainment, etc., as well as the combination of hotel products and surrounding recreational facilities, making full use of the surrounding resources. Specifically envisioned are:
o Product mix I: business combination
The hotel rooms are mainly designed according to the needs of business guests, the rooms are spacious, with E-mail interface. Guests can enjoy all the facilities of three-star similar hotels in addition to the hotel also prepared for business guests "VOD \'' system, the system can accurately and timely transmission of sound, image information, can be remote business negotiations, broadcast teleconferences and so on. According to the market positioning, the domestic mid-range business guests are the hotel's main target customers.
In order to show the hotel's warm welcome to the target business guests, for every room night stayed in the hotel, the hotel will provide a business package free of charge in addition to the double breakfast package. When business guests pay RMB380 for a room night, they will feel that it is well worth it.
PORTFOLIO II: CONFERENCE PORTFOLIO
The hotel, as a model hotel of Lausanne I Jinjiang cooperative training, has technologically advanced and reasonably configured conference and teaching facilities suitable for small and medium-sized academic conferences and business meetings. The support of "VOD\'' system further makes the meeting planners make their choice without hesitation.
The scale of the hotel and the service concept of the hotel determines that the conference guests will become the VIPs that the whole hotel will pay attention to during the whole conference.
If during the conference, the use of the hotel's 30 room nights of rooms (RMB300 per room night), you can use all the conference facilities and services free of charge, or the hotel preferential provision of conference meals for 30 people (per person standard 30 yuan).
Product portfolio III: wedding banquet portfolio
The hotel's differential advantage in this regard is not obvious. The main market is the middle and low-grade wedding banquets (around RMBl000 per table).
Consumption of seven tables (RMBl000 yuan per table), free of charge to provide a room night standard room wedding room, free videography services, and can choose. a, a complimentary wedding VCD film; b, a complimentary nutritious breakfast two.
Consumption of 7 tables (each table RMBl500 yuan), free of charge to provide a room night suite wedding room, the rest of the same as above.
o portfolio four: weekend package
Three days a week, Friday, Saturday and Sunday, enjoy this package.
To adapt to the object is mainly to come to Shanghai shopping tour of the family, need to be advertised in the two provinces of Jiangsu, Zhejiang or Shanghai ports of entry.
Product advantages: Yan'an Road elevated Jiangsu intersection down to the hotel, there is a parking lot, spacious rooms can be free extra beds.
Package price content: RMB300 a room night, including breakfast, free parking, OK room free order three songs, lunch, dinner and coffee shop consumption are 30% off.
(3) Do not miss any possible holiday, and constantly introduce new products.
(4) to create a relaxed, cozy atmosphere: "atmosphere" plays an important role in the composition of the elements of the hotel product. Atmosphere is the service attitude, service technology, the image of the waiter, the hotel's architectural decoration, facilities and equipment layout, color, background music and other factors, reflecting a cultural taste. Some of the hotel hardware disadvantages can be compensated by a good atmosphere, which does not require investment of too much money. Can be achieved through: the establishment and strict implementation of a scientific and efficient management system, the construction of the hotel culture to form a unified value, improve the aesthetic cultivation of waiters and business skills, pay attention to the layout of the facilities and equipment of the art of aesthetic effect and other methods.
2. Price strategy
The hotel's original fixed assets have been depreciated, now only to invest in the renovation of 10 million yuan
calculated,.... Which is used for guest room renovation is 8 million yuan.
o According to the capital preservation point pricing method:
Formula: capital preservation average room rate = (fixed cost + variable cost) capital preservation point sales volume
One year of fixed costs:
Salary and benefits 2300140) + (80050)12 = 4344000
Depreciation 800000010% = 80000 (depreciated in accordance with the 10 years depreciation)
Insurance, taxes, etc. slightly
Total fixed costs = 4344000 + 800000 = 5144000
Annual variable costs: let every room night rental variable cost of 35 yuan
Annual average occupancy rate of 50%, the number of rooms 100
Total variable costs = 10050% ×36535
=638750
Capital preservation average room rate = (5144000+638750)10050%365
=316.9 It is suggested that the standard room has a door price of $480 ($60), and a minimum selling price of $288 (60% off). This price is both cost effective and competitive with competing hotels.
oAccording to this pricing, the average room rate for the year can be $300, and if the average occupancy rate is 65%, the room revenue is $7,117,500, which achieves capital preservation.
3. sales channel strategy
Based on the hotel's small number of rooms, it is appropriate to use direct sales and a sales channel in two forms, with the former as the main.
o direct sales: hotel sales staff directly with the target customer contact, establish a relationship, the formation of a more stable source of customers.
o first-class sales: choose one or two travel agencies, providing small foreign groups; and scientific and technological, educational institutions to establish relationships, requesting the provision of conference guests.
oEstablish a computerized booking system, enter into a contract with the relevant domestic travel booking network to accept computerized bookings.
4. Promotional strategies (1) advertising planning
Establishment of the hotel's image: the use of the restructuring of the opportunity, combined with the company's brand, the launch of the "Jinjiang a Lausanne cooperation training model hotel, so that you can get the value of enjoyment" of the hotel's image.
City scene: bustling, busy
Hotel atmosphere: relaxed, cozy