From what aspects are the sales data of competitive hotels analyzed?

Competition is one of the important factors in the hotel business environment. With the development of the hotel industry, the competition in the hotel industry is becoming increasingly fierce and the competitive situation is becoming increasingly severe. Different competitive situations will have different effects on hotel marketing. In the hotel business activities, every hotel operator should constantly analyze the number and scale of competitors, the supply of competitors, and the means of competition. , so as to obtain an effective competitive strategy and gain an advantage in the competition.

Marketing personnel in the competition analysis, the general steps are as follows. First, determine the main competitors of the hotel.

In the process of competitive analysis, we must first make clear who are our current and potential competitors. Only in this way can the hotel's competitive analysis be targeted and the competitive strategy formulated be effective. There are many ways to determine hotel competitors, which can be determined according to the star rating or grade of the target market or hotel. The so-called competitors refer to those hotels with similar geographical location, similar products and services in content and grade, and facing the same tourist market. Second, analyze the competitive situation.

Analysis and comparison of hotel competition can start from two aspects. First of all, we can understand the advantages and disadvantages of competitors in facilities and services by analyzing the product and service portfolio of their hotels. The competitive advantages and disadvantages of a hotel can be reflected in its location, facilities, service, price, atmosphere, parking space, architectural style and surrounding environment. Secondly. Analyze and understand the marketing activities and sales of their respective hotels. Only by carefully analyzing the above situation can marketers know what marketing activities hotels and competitors have carried out and the effects of various activities, so as to grasp the competitive situation. Third, determine the competitive advantages and disadvantages of this hotel.

From the above analysis of competition, marketers can easily analyze the advantages and disadvantages of our hotel in the competition, and then know ourselves and ourselves. Fourth, determine the hotel competition countermeasures

The ultimate goal of hotel competition analysis is to plan the effective competitive countermeasures and competitive position of hotels through analysis. Usually, hotels competing in the same target market are in different competitive positions due to different marketing purposes, resources and strength, and hotels have to adopt different competitive strategies due to different competitive positions.

In hotel competition, there are usually four hotels with different competitive positions, which are market leaders, market challengers, market followers and market niches. These four competitive positions can be aimed not only at a hotel, but also at a certain business project of the hotel, such as catering and guest rooms. The products of the same hotel may be in different competitive positions and adopt different strategies according to different situations. 1. Market leaders and strategies

Market leader refers to the hotel that occupies a leading position in the market competition of related products, and is usually recognized by peers. To maintain its competitive advantage. In order to maintain its dominant position, three measures are usually taken: first. Expand market demand, including building new rooms, opening up new uses of products, increasing customers' use of products and other specific measures; Second, maintain market share, make unremitting efforts in product innovation and improve service level, and at the same time seize the weaknesses of opponents and take the initiative to attack; Third, in order to seize the market, market leaders strive to improve the market share level by adjusting the hotel marketing mix strategy. 2. Market Challengers and Their Strategies

Hotels in a subordinate position are market challengers, in order to seize the dominant position of the market. The strategic goal of challengers is usually to increase market share. They use various offensive strategies to attack market leaders or people with their own strength. Usually, challengers should design a set of strategy combinations and a set of overall strategies to improve their market position. However, not all the second-place hotels can act as challengers. Don't attack the market leader rashly and act as a follower when you are not fully sure. 3. Market followers and their strategies

Hotels that are satisfied with the secondary position of the market, in the state of * * *, that is, market followers, pursue as much income as possible. Different from the market challenger, it does not attack the leader, but follows the leader and consciously maintains the situation at * * *. Followers' common strategies include close follow-up, long follow-up and selective follow-up. 4. Niche market and its strategy

In the hotel industry, hotels that pay attention to a small number of markets and gain the greatest benefits through professional management in these small markets, that is, hotels that survive and develop in the cracks of large enterprises, are market niches. This favorable market position is called "niche" in western marketing. The so-called market niche is to choose the most favorable position and get the greatest benefit in this position. In fact, this market positioning is meaningful not only for small enterprises, but also for smaller departments in some big hotels. They often try to find one or more safe and favorable market positions. Generally speaking, an enterprise with sufficient market potential and purchasing power, the ability of sustainable growth, no attraction to its main competitors, and the ability to occupy and rely on its own reputation against its main competitors can be regarded as the most favorable market position. Read more related knowledge and return to the list of hotel management knowledge columns.