Consumer's Acceptance of Banquet Sales Form

With the rapid development of tourism, the hotel industry has new development opportunities. As we all know, catering income is one of the main sources of income for hotels, and banquet marketing is placed in a high position because of its position in catering, and many hotels are gradually setting up their own banquet sales departments to carry out more detailed sales! This paper mainly studies the existing banquet marketing skills and methods, based on the realistic social needs and the height of future development, and actively explores new banquet marketing skills and marketing models that adapt to social development.

1. Definition, background and development of banquet marketing

Banquet refers to a gathering centered on catering, which is characterized by gathering many people through a special activity and using the same menu or buffet for party activities. Philip kotler, the father of marketing, defined marketing in the book Marketing Management: "Marketing is just the right time; At the right place and at the right price; Appropriate information communication and promotion means providing appropriate products and services to appropriate consumers. " From this, we can infer the meaning of banquet marketing and the behavior of banquet sellers to formulate relevant marketing strategies according to the needs of potential consumers and get their own strategies recognized.

According to the statistics of the National Tourism Administration, a total of 2,724 hotels in China have passed the star rating, including 57 five-star hotels, 4-star hotels 157 and 895 three-star hotels. At the same time, due to the improvement of medical and health level, people's life cycle has been prolonged and the world population has increased; The widespread use of computers shortens people's working hours, and the improvement of social productivity greatly increases people's personal income, which makes people have more money and time to hold large-scale parties. Due to the rapid development of the hotel, it is possible to receive such a large banquet.

In addition, why hotels are willing to spend a lot of manpower, material resources and financial resources on banquet marketing mainly depends on the importance of banquets in the whole hotel operation. I will elaborate the importance of banquet in hotel management from the following aspects.

1, the reception scale of the banquet is much larger than that of ordinary catering, which makes the hotel get incomparable benefits in a short time. Banquets are different from ordinary a-la-carte meals. Although it is lower than the average zero-point catering per capita, the overall income of catering is much higher because of the large scale of gas. In this way, the hotel can quickly recover its costs and achieve profitability.

2. The operational risk of banquets is relatively small: banquets are generally sold by mass customization, so that hotels can make appropriate purchases according to the scheduled situation, which can lead to waste and thus save costs.

3. Banquet can better reflect the hotel's quality service: the scheduled consumption of the banquet gives the hotel a longer preparation time, so that the hotel can perfectly complete the various requirements of the guests, and at the same time, it can also predict some possible mistakes and make corresponding emergency measures.

4. The banquet hotel can also get extensive oral publicity: the banquet hotel faces a variety of customers, including different consumption levels, so that the hotel's good service can be publicized at different consumption levels. Increased the potential customers of the hotel.

5. Banquet can drive the sales of other projects: a banquet will not only make guests eat a meal, but also accompany the sales of drinks. At the same time, because the hotel also provides fitness and entertainment facilities, it may also stimulate other consumption of guests, thus driving the sales of other projects.

6. Banquet can improve the management level of hotel managers. Banquet, after all, is a large-scale sale, and there are many service personnel and customers, so there are many unexpected situations that may occur between them, which requires managers to make correct decisions on various unexpected situations in a short time.

To sum up, we can clearly know why the hotel is willing to conduct banquet marketing. Therefore, banquet marketing came into being.

Second, the marketing characteristics of banquet marketing and the task and significance of banquet marketing.

In banquet marketing, the main purpose of any form or mode of marketing planning is to win customers, and whether this kind of planning can achieve the expected benefits depends not only on the competition of peers, but also on the content itself and whether it can meet the market demand.

Therefore, we need to analyze the influencing factors of banquet marketing. First of all, we should know that there are many factors that affect banquet marketing. In addition to uncontrollable factors such as politics, law, macroeconomic environment, population, social culture and market competition, there are also controllable factors, mainly in four aspects: product, price, place and promotion, which is also commonly known as the 4P factor. Banquet marketing must also conform to the characteristics of marketing mix, so we need to analyze the characteristics of banquet marketing from 4P factors.

1. Banquet product marketing

Banquet product marketing refers to the design and development of banquet products by hotels according to the needs of target markets. This requires the hotel to analyze the potential customers of the banquet, thus forming a product strategy that can be widely recognized, and at the same time making adjustments according to the changes in market demand.

2. Banquet price marketing

Banquet price marketing refers to the hotel's pricing objectives, pricing strategies and pricing methods for banquets. This requires hotels not to set prices at will, but to comprehensively consider various factors, such as competition, banquet-related costs, etc., and formulate acceptable prices in the market. Even in the case of general convergence of banquet planning, price competition can be adopted.

3. Positioning marketing of the banquet

The location sale of banquet refers to the location where the banquet is sold. This is a relatively simple question for hotels. Large hotels generally have their own banquet halls. You can