I beg for a hotel marketing strategy analysis report

The development wave of the new economy, the approach of "joining the WTO" and the acceleration of the development process of the western region have brought China's hotel industry into a new development period: it has ushered in excellent development opportunities, and at the same time faced Huge challenge. Tourism is a pillar industry. Its position in economic construction is becoming increasingly obvious and it plays an increasingly important role. The rapid development of the tourism industry depends on the coordinated development of the three pillars of the tourism industry (airlines, travel agencies, and hotel industry), of which the hotel industry is the foundation and key.

The hotel industry integrates many functions such as accommodation, food, transportation, tourism, shopping, entertainment, commerce, and information. It is a home away from home for tourists and a place for social and official activities for business and conference participants. The prosperity and management level of the hotel industry directly mark the development trend and level of the tourism industry.

1. Analysis of the current marketing situation of the hotel industry

At present, the marketing of many small and medium-sized hotels is still in the primary stage of blind operation of imitation and loose management of experience, which makes the hotel The operating results were very low and the company was struggling. It is urgent to improve the management level and marketing capabilities of hotel employees, especially senior managers. According to the results of a recent survey on the current marketing status of the hotel industry:

*60% of hotels do not know how to formulate an overall corporate marketing strategy

*50% of hotels do not know how to formulate sales strategies Policy

*70% of hotel managers don’t know how to start when building a corporate marketing network

*55% of hotels don’t understand marketing management

*40% of hotels face competition The pattern cannot be analyzed, and I don’t know what competitive strategy to adopt

*45% of hotel managers do not know enough about scientific market research

*35% of hotels have vague positioning

* 40% of hotels find it difficult to manage and control prices

*45% of hotels cannot properly handle the relationship between corporate long-term strategy and short-term benefits

*40% of hotels are integrating the application of advertising and public relations , There are difficulties in promotional strategies.

Today's hotel industry is in an era when it lacks marketing and needs marketing the most. It is necessary to conduct in-depth and detailed research

and discuss the marketing strategies of the hotel industry under the new situation.

2. Discussion on marketing strategies in the hotel industry

(1) "Implementing three concerns" strategy - the core essence of marketing

1. Focus on customers - That is to fully implement the business purpose of "guest first", the hotel must be customer-centric at all times and regard meeting customer needs as the first task.

2. Pay attention to employees - the core content of the hotel's marketing concept is "guests first, employees first". Without first-class staff, there is no first-class service. Without satisfied employees, there will be no satisfied customers. Employees are the hotel's valuable wealth and resources. Operators should treat them well so that they have good qualities, rich knowledge, skilled skills, standardized manners and etiquette, loyal moral cultivation and enthusiastic work attitude.

3. Pay attention to the market - hotel marketing emphasizes being market-centered and market-oriented. Under the conditions of market economy, enterprise operations must abide by the principle of "determining production according to sales, determining production according to demand, combining production and marketing, and being marketable". "Determining production based on sales" means identifying the market and market conditions, and operating whatever sells well. We must keep up with trends and fashions, and we must constantly introduce new products. "Determining production based on demand" emphasizes being demand-oriented, being good at predicting and grasping the development trends of customers' consumption needs, being foresighted and prepared, and having the ability to adapt to flexible operations. To be market-centered means to follow the laws of the market, not to take things for granted and "behind closed doors", but to adjust business strategies purposefully in line with the dynamic changes in the market. The market economy is a cruel economy, with competition happening all the time and everywhere. Instead of escaping competition or passively competing, we should actively participate in competition. To win in the fiercely competitive market, we must first develop our internal strength and deepen the reform of all aspects within the enterprise. Only then can we enhance our operating strength and survive in the unpredictable environment. Navigate the market with ease.

(5) Integrated media promotion strategy-an effective means of marketing

(6) Corporate brand image strategy-the life of marketing

Corporate brand image It is a trump card for enterprises in market competition. Image shaping and image management have become one of the important strategies of modern marketing and the lifeblood of marketing. Corporate brand image building and image management involve a wide range of aspects. Including hotel exterior architectural design, interior decoration layout, decorative embellishments; advertising signs, graphic logos, product names; colors, lighting, and voice-activated art; store flags, store emblems, store names, store songs, and store clothing design; also includes corporate business purposes , corporate management concepts, corporate culture, corporate spirit, corporate rules and regulations and codes of conduct, etc. All of this is a huge systematic project, that is, enterprise "CIS" planning. "CIS" (Corporate Image Identification System) is composed of three major systems: "MIS" (Idea Identification System), "VIS" (Visual Identification System) and "BIS" (Behavior Identification System). These include tangible and intangible, sound and silent, dynamic and static, material and spiritual. While scientifically implementing the "CIS" strategy, the hotel should highly condense the corporate image, clarify the corporate positioning, make full use of all available image resources inside and outside the hotel, and deliver it in the fastest, most direct and most distinctive way. Leave an unforgettable impression on consumers. However, the creation of a hotel's image cannot be accomplished in a day or by one person. It requires long-term accumulation, continuous revision, improvement, joint maintenance and scientific management. It also requires the participation and concerted efforts of all employees. All employees should cherish and cherish the corporate brand image as much as they cherish their own lives.

(7) Social functional relationships - the necessary guarantee for marketing

Enterprises exist in the market. The market not only includes the enterprise itself, consumers and peers, but also suppliers and middlemen. business, the public, the media and various functional departments and institutions of society. Therefore, if an enterprise wants to survive and develop, it must first coordinate all aspects of the relationship, study and analyze industry policies and trends, coordinate and harmonize community relations, adapt to the market, and survive the fittest. Our country's legal system is not sound enough, and the law enforcement behavior of many functional departments (such as industry and commerce, taxation, price, public security, epidemic prevention, fire protection, environmental protection, etc.) is not standardized enough, resulting in a very uneasy living environment for enterprises, and enterprises are subject to administrative intervention and There is too much interference from functional departments, and the company is suffering. Of course, enterprises themselves should first abide by laws and regulations, standardize their business behavior, and operate legally. At the same time, government departments should impose fewer administrative instructions on enterprises, and social functional departments should be more truly official, interfere less with enterprises, put an end to power-seeking behaviors and management, blocking, and oppression behaviors, and have more understanding, help, and Only with care can the living environment of enterprises be greatly improved. Only by being involved in society can an enterprise repay society. Only by properly handling various social functional relationships can an enterprise have the necessary guarantee for successful marketing.

(8) Online joint channel strategy - an inevitable trend in marketing

With the widespread application of modern science and technology in the hotel industry, online marketing has become a hotel industry with its unimaginable development speed. An important means of marketing, and it is the most effective, economical and convenient marketing means. Last year, the world's four major international hotel groups: Accor, Ford, Hilton, and Sternwood jointly established an online joint venture. This is the first in the Asia-Pacific region after many hotel network companies in Europe. It will definitely promote the Asia-Pacific region. The rapid development of the hotel industry. At present, the online "hotel platform" is also playing an active role. It is headquartered in Hong Kong and is a revolutionary hotel sales management system. Its advantages are: 1. It can significantly reduce sales costs. 2. Can effectively manage the sales process. 3. It can establish a good reputation of the hotel. 4. It can improve the hotel’s revenue management level. This set off a sales revolution in the hotel industry, posing severe challenges to the traditional hotel sales methods, forcing some small and medium-sized hotel companies to catch up with the development of the times as soon as possible, improve the scientific and technological content of operation and management, and use advanced Arm yourself with network technology and enter the ranks of modern enterprise operations as soon as possible.

With the acceleration of world economic integration and corporate globalization, foreign hotel management groups, relying on their strong financial strength, huge sales network system and scientific management advantages, have posed a greater threat to our hotel industry and have already posed a great threat to our hotel industry. Launched an attack on talent plunder and information resource monopoly. If we do not speed up our online joint operation and online sales strategies, we will not be competitors of these "aircraft carrier" hotel groups, and our market will be carved up and eaten by them bit by bit. Hotel marketers need to have a sense of crisis and mission, work hard for the prosperity of the industry, and avoid internal friction caused by disorderly competition and blind price cutting. Colleagues must be loyal partners in joint operations, learn to win-win or win-win, and turn life-and-death competition into collaborative development competition. This is the development path of the hotel industry under the new situation and is also the general trend.

The eight major marketing strategies in the hotel industry discussed above are all non-price competition strategies. Their purpose is to avoid the misunderstanding of single-price competition, open up ideas, and broaden horizons. The hotel industry should apply a variety of marketing strategies in an all-round and multi-angle manner in order to enhance competitiveness and improve operating capabilities and management levels. The hotel industry needs the whole society to work together to create a harmonious and orderly operating environment, thereby accelerating the leap-forward development of the hotel industry. Colleagues in the hotel industry should shoulder the historical responsibility, seize opportunities, work hard, and make the hotel industry move towards a healthier development path