Hotel Marketing Related Papers Part I
How to do well the marketing strategy of conference hotel.
With the continuous development of China's economy, the scale of conference hotels is also expanding, but due to the short development time, there are still many problems in its marketing, such as inaccurate grasp of the accurate target market, insufficient publicity and sales, insufficient brand awareness and marketing concept. These problems have seriously affected the development of conference hotels. Therefore, it is necessary to accurately locate the market objectives of conference hotels, make bold innovations, and adopt marketing methods such as online marketing or promotion to promote the development of conference hotels.
Keywords conference hotel; Marketing; tactics
With the development of design economy, conference hotels have become an important type to attract tourists. However, compared with other types of hotels, we can find that the specific marketing process of conference hotels is not perfect and there are still many problems. Therefore, it is of great practical significance to analyze and study the marketing strategy of conference hotels.
First, the main problems in the marketing of conference hotels in China
1. The market target positioning is not clear.
At present, most hotels emphasize that they are conference hotels in the marketing field, and their purpose is obviously to make profits in the conference market field, but the specific development concept is still vague. The reasons for this situation are as follows: firstly, some hotels of conference types only undertake various conference activities after simply transforming the previous equipment, so they are not very clear about the matching of hardware facilities and the arrangement of internal personnel; Second, the market situation is changing rapidly, and the trend of demand diversification is becoming more and more obvious. In this case, it is uncertain whether the conference hotel chooses the professional development direction or the diversified development direction, which reflects that the new conference hotel needs to further improve and standardize the details when choosing the specific hotel type.
2. Lack of sufficient publicity and sales.
Judging from the current situation, conference hotels have little publicity or even lack of general publicity, which directly limits the growth of conference hotels in terms of tourists. For example, the vast majority of conference hotels in Shanghai and other places do not even carry out the necessary publicity of convention and exhibition business activities, and their marketing generally focuses on mass consumers and ignores the requirements of convention and exhibition business customers. This marketing concept is directly wrong.
3. Lack of brand marketing concept and brand awareness
It can be said that the formation of the brand needs the long-term conscious maintenance and operation of the enterprise. When enterprises form all their own brands, they will have the strongest competitiveness in the market competition. At present, there are some problems in the brand construction of conference hotels, such as uneven quality of personnel, lack of brand awareness and scientific brand marketing concept. In addition, the non-implementation of relevant laws and regulations has also caused short-term economic behaviors prevalent in conference hotels, which in turn has led to the emergence of various unfair competitions.
Second, do a good job in the marketing strategy of conference hotels.
1. Clearly position the market target.
In the process of hotel development, if we want to achieve long-term development, we must clearly locate the market target. Firstly, the nature of the hotel is defined, and it is decided whether it is a business hotel, a tourist resort hotel or a conference hotel. The choice of hotel nature needs to proceed from the actual market situation. It can be said that not every hotel can be a conference hotel. In the development of conference hotels, the innate location advantage can not be ignored. In some tourist cities, due to the lack of huge tourists as support, hotels are not suitable for choosing the development direction of professional conference hotels, but should take conference reception as a part of hotel development to meet market demand and avoid construction waste; The second is to define the positioning of hotel products. According to the different requirements of customers, hotels should actively provide political, business, exhibition and forum services to meet the special requirements of different customers.
2. Take the way of network marketing.
The hotel adopts the way of network marketing, that is, establishing a website with clear marketing type, and implementing the specific marketing strategy adopted by the hotel through the form of website, so as to strengthen the contact with other websites and users, thus successfully opening up the network marketing channels and realizing the increase of hotel income. First of all, we should do a good job in website design. First of all, we should make the login user easy to operate and the page beautiful. The second is to ensure the implementation of flexible and transparent pricing to eliminate people's doubts about the hotel occupancy price. In addition, the price of online hanging is vulnerable to the impact of competition in the same industry, and it is necessary to adjust the online room price in time according to the situation.
3. Diversified forms of promotion
(1) email. Hotels can obtain a large amount of customer mail information in various ways, but the mail delivery directors of these hotels may not need hotel services, which will easily annoy these potential customers. Therefore, the hotel staff responsible for mail delivery must carefully select all customer information to improve the efficiency of mail delivery.
(2) Professional sales network. In general, people who enter the hotel sales website have a clear reservation purpose. In this case, a professional sales network will greatly attract customers to choose.
(3) Public Yellow Pages. Well-known portals such as Yahoo and Sohu provide free website inquiry services for the public. After the customer inputs the content to be queried, the qualified retrieval content will be fed back. In this case, the hotel website must have a clear query to avoid being buried in many hotel websites.
At present, the development scale of conference hotels in China is expanding, but there are still many problems in their marketing, such as unclear target market positioning, insufficient publicity and sales, and insufficient brand awareness and marketing concept. These problems have seriously affected the future development of conference hotels. Therefore, it is the way out for the future development of conference hotels to accurately locate their market objectives, make bold innovations and adopt marketing methods such as online marketing or promotion.
References:
[1] Lu Chenghang. The influence of the formation of Guangzhou new convention and exhibition center on Guangzhou hotel industry. Journal of Tourism.2010 (02)
[2] Liu Min. Experience and enlightenment of conference hotel development in Australia. Business times. 2008 ( 14)
[3] Zhang Zhuoqing. Research on marketing characteristics and strategies of conference hotels. Enterprise Reference. 2008 (08)
[4] Ling Qiang, Shi. Thoughts on the countermeasures of hotel conference management. Business studies. 2009( 17)
Hotel Marketing Related Papers Part II
Talking about the Marketing Methods and Skills Commonly Used in Hotels
As the first of the three pillar industries of tourism, the hotel industry is one of the industries with the earliest start and the highest degree of internationalization since the reform and opening up. At present, under the background of globalization, the competition in the hotel industry is intensifying day by day, and the application of marketing in the hotel industry is even more important. This paper discusses several common hotel marketing methods, hoping that the hotel industry in China can use them properly in the process of hotel management to enhance its competitiveness.
Keywords hotel competitive marketing methods and skills
First of all, the present situation and competitive pressure of China hotels.
In 1980s, the hotel market in China was in short supply. In the 1990s, supply and demand began to basically balance. In the 20th century, the hotel market in China turned to a buyer's market with oversupply, and the hotel industry faced fierce market competition. According to the survey data, as of the fourth quarter, among the 2012,776 star-rated hotels in China, there were 146 one-star, 2,922 two-star, 5,735 three-star, 2,370 four-star and 722 five-star hotels, except 88/kloc-0 closed down hotels. High-end hotel chains of international brands list China as a key development area, such as Intercontinental, Windham and Marriott. With the increase of their investment in China, the whole hotel market is divided up by hotels of various prices and types. Therefore, how to vigorously develop hotel customers and obtain the greatest economic benefits under the existing conditions requires us to use appropriate marketing methods and skills.
Second, the common hotel marketing methods
1, overall marketing mode
Philip, a professor at Northwestern University? Kotler first put forward the theory of holistic marketing concept. He believes that the marketing activities of an enterprise should include all the important actors that constitute its internal and external environment, including suppliers, distributors, end customers, employees, financial companies, governments, allies, competitors, news media and the public. What is the core idea? Cooperation? . That is, an enterprise integrates independent marketing work into a whole, produces synergistic effect, speaks with one voice and tells it to the person you want him to listen to.
Is overall marketing also called? Full marketing? Because it needs the Qi Xin cooperation and close cooperation of all departments and employees of the enterprise. In order to infiltrate the overall marketing concept into the organizational structure, not only marketers but also those engaged in production, finance and personnel work should have the overall marketing concept, and make every effort to expand product sales and increase market share. The overall marketing consciousness advocated by the hotel is to let every employee know that the quality of their work is directly related to the image, reputation and life of the hotel. Everyone should do their job well to promote hotel products, and on this basis, consciously promote hotel products and services according to customer needs, so as to achieve the best sales effect through customer satisfaction.
2. Opportunity marketing method
(1) The significance of opportunity marketing. The so-called opportunity marketing is to find all kinds of marketing activities that can bring great significance to enterprise marketing activities and are consistent with enterprise marketing purposes. Enterprises should seize the favorable short-term opportunities in the external market environment and carry out marketing activities conducive to product development, thus creating extraordinary marketing strategies. Opportunity marketing is more extensive than event marketing. Opportunity can be an event, a festival, a hot topic, a market change and so on.
(2) The application of opportunity marketing in hotels. One is to find the existing marketing opportunities. That is, to find a suitable marketing opportunities from the neglected or discarded but unsatisfied market demand. For example, look for marketing opportunities from the gap between supply and demand in the hotel market, marketing opportunities from the hotel market segmentation, marketing opportunities from the defects of hotel products and services, and marketing opportunities from the weaknesses of hotel competitors. Marriott is an outstanding representative of marketing opportunities looking for the existing market. In almost every market segment of the hotel, there are Marriott brands. On the one hand, they have different prices and segmented services, on the other hand, they maintain the same quality and affinity, and they are leaders in their respective market segments. To some extent, Marriott is like the hotel industry? P&G？ As long as there are market opportunities, we will always strive to establish and extend new sub-brands, which also reflects the corporate culture of Marriott Group-try our best to find the needs of target customers and then try our best to meet them. Once the existing brands cannot support these businesses, Marriott will immediately build a new brand.
The second is to create a new marketing opportunities. To create a new marketing opportunities, the most important thing is to be able to make an agile response to the changes in the marketing environment, be good at finding opportunities from many ordinary things, and be good at using various conditions for marketing, developing new products and meeting the needs of new customers. For example, marketing opportunities is created from the development trend of hotel market, marketing opportunities is created from the current social trend, marketing opportunities is created by various social practices, and marketing opportunities is created by hotel marketing. There is no shortage of opportunities in this world, but the eyes that find them. For hotel managers, it is necessary to look for all possible opportunities to win the hotel's survival.
3. Cultural marketing law
Cultural marketing is a comprehensive concept, which is simply a marketing activity using various cultural forces. Specifically, it refers to a marketing method in which enterprises consciously discover, identify, cultivate or create some core value to achieve their business goals. That is, actively infiltrate corporate culture in hotel marketing activities, improve the connotation of hotel culture, create a distinctive cultural atmosphere, communicate with customers and the public through culture, and build a brand-new interest relationship. Hotel cultural marketing not only includes superficial conception, design, modeling, decoration, packaging, trademark and style, but also includes value evaluation, aesthetic evaluation and moral evaluation of marketing activities.
Creating theme hotels is a way of cultural marketing. For the hotel itself, theme construction is the only way for us to cope with the competition. Many hotels in China are building theme culture hotels, integrating theme culture into the software and hardware construction of the whole hotel, which embodies the essence of hotel culture from the aspects of hotel internal and external environment layout, overall house modeling, interior decoration, interior painting and calligraphy decoration, room furniture and lamps, employees' clothing supplies, catering culture, hotel entertainment projects and so on, and runs through the service items and overall atmosphere of the whole hotel. In the multi-functional services such as one bed, one shop, one window, one scene, one poem, one painting, one meal and one drink, every detail can see the specific cultural symbols of the hotel, so that customers can feel the connotation and soul of the hotel culture. For example, Hexiang Mountain Villa in Qingcheng Mountain is a theme cultural hotel with Taoist culture as its theme. Taoist culture is the most influential regional culture of Qingcheng Mountain in Dujiangyan, a world cultural heritage, and a cultural card of Sichuan and even China. Hexiang Mountain Villa has chosen Taoist culture as the road of development, which has formed an organic combination in three aspects: weather, geographical location, human harmony and mountain villa management, and has received good results.
4. Service marketing law
Service marketing is a marketing activity that aims at meeting customers' needs, uses the basic principles of marketing, subdivides and locates the market, determines the target customer group, improves customer satisfaction, creates loyal customers and enhances the competitiveness of enterprises by providing customers with the best service, so as to realize the sustained growth of enterprise profits. In the past, under the traditional marketing method, a customer bought a certain product or service, which meant the completion of a transaction. Although there is sometimes after-sales service, it mainly solves the function of after-sales maintenance of products. However, from the perspective of service marketing, customers buying a product or service means the beginning of sales work, not the end. What enterprises care about is not only the successful sales of products or services, but the feelings of consumers in the process of enjoying the services provided by enterprises, including pre-sales services, in-sales services and after-sales services. Hotel is a service industry, and providing customers with the best service and personalized service is its magic weapon to win. There was a story at the Hilton Hotel in Paris: an American woman booked a luxury suite at the hotel and went out as soon as she arrived at the hotel. The careful hotel manager found that the lady's clothes, wallet and hairpin were all red. As soon as the lady went out, he ordered the room attendant to rearrange the whole room. When the lady came back, she found that the apartment she lived in, from carpets and tapestries to lampshades, bedspreads and even sofas and curtains, had been changed into big red, exactly the same color as she wore. The lady was so happy that she immediately wrote a check and paid $65,438+0,000? Tip? .
At present, hotel consumers' consumption experience is getting richer and richer, and they pay more attention to personalized consumption, and their awareness of self-protection is also increasing. They gradually pursue the satisfaction of material life from a single pursuit, and the hotel industry has entered an era of customer choice and picky. Facing the new customer demand and the new macro and micro market environment, China hotel industry will surely set off a new round of service revolution. Service marketing meets the needs of social development and consumption promotion. It is an important means of hotel competition and plays an important role in hotel management and development. Therefore, it is an inevitable trend for the hotel industry to implement service marketing, cultivate more repeat customers and even form loyal customers.
5. Relationship marketing methods
Relationship marketing is suitable for the tertiary industry and is a very important marketing method for the hotel industry. The core of relationship marketing is to establish a good customer relationship so that customers can maintain a high degree of loyalty to a certain enterprise or brand. Relationship marketing theory holds that the most important thing to establish a harmonious relationship between the guest and the host is to establish a relationship of mutual trust and loyalty between enterprises and customers. On the one hand, it emphasizes winning customers and creating markets, on the other hand, it is more important to maintain and consolidate existing relationships, because according to? 28 principle? 80% of corporate profits are provided by 20% of loyal customers, and the cost of developing a new customer is 8 times that of maintaining an old customer.
For example, many hotels now have customer data databases, customer relationship management systems, membership card systems, customer clubs, and special relationship managers for important customers, all of which are the embodiment of relationship marketing. Computer networking links hotels, agents and customers. Hotels can use computers to establish a digital nervous system, store customer information through the database, distribute the tentacles of collecting customer demand information to every possible place in the hotel, and store these information in the customer database for direct mail, telephone marketing and other return visits to customers. For example, the priority club of InterContinental Hotels Group, Hilton's Honorary Guest Club, Hyatt Gold Passport, Shangri-La VIP Gold Ring, etc.
6. Green marketing methods
Green marketing is to integrate the concepts of environmental protection, ecological balance and sustainable development into the marketing process of enterprises. When making marketing strategies, enterprises organically combine consumer demand, enterprise interests and environmental protection. Create? Green hotel? It is the most direct embodiment of green marketing in hotels. Taking the road of sustainable development has become the inevitable trend of hotel industry development in 2 1 century. In 2006, the National Tourism Administration launched the standard of green tourist hotels, which is another development on the basis of the evaluation standard of star-rated hotels launched by 1987. On the one hand, its essence is to provide customers with high-quality products that meet the requirements of environmental protection, on the other hand, it is to save energy and reduce emissions in the process of hotel operation and prevent environmental pollution. Developing green products is the most important embodiment in the process of implementing green marketing in hotel industry.
Third, the conclusion
Only by constantly updating marketing concepts and using various marketing strategies in an all-round and multi-faceted way can hotels improve their competitiveness. Whether it is traditional marketing methods or modern marketing skills, only by combining the characteristics of the hotel itself and choosing it properly can we achieve better results.
refer to
[1]20 14 China hotel industry status analysis and market prospect forecast report [R]. China Industry Report Network, 20 14.
[2] Analysis of several common marketing methods [J]. Paper information, 20 1 1(2).
[3] Stone: Win with the overall marketing concept and strategy [J]. Manager, 1994( 12).
[4] Ann Mao Cheng: Theme Hotel Cultural Marketing [EB/OL].
[5] Jinhua: Talking about the methods and means of hotel marketing [J]. Science and Technology Information, 2007( 14).