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Marketing planning model ... Dahua hotel marketing planning

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Marketing plan book catalogue

(1) Overview and tasks of the hotel

(2) Market analysis

(3) Competition analysis

(4) Analyze the strengths, weaknesses, opportunities and threats of the hotel.

(5) Marketing objectives

(6) Hotel marketing strategy

(VII) Marketing budget

(eight) the implementation and control of the marketing plan

(1) Overview and tasks of the hotel

Dahua Hotel is located at No.918 Yan 'an West Road, between the city center and Hongqiao Development Zone, with convenient transportation and suitable for business and urban tourism activities. Yan 'an Road Elevated Jiangsu Road entrance and exit is next to the hotel, which brings convenient traffic conditions to the hotel.

Hotel building height 10 floor. There are 96 rooms, including 88 standard rooms and 8 suites. Multifunctional conference hall, which can accommodate 80 seats; Zero restaurant1; Cafe 1.

Hotel hardware is configured according to three-star standard. The interior decoration of the hotel was designed by Qiao Qi, a famous American designer. The decoration in the room is very distinctive: the roof is boldly decorated with blue edges, which echoes the white carpet in the dark blue room, giving people a sense of tranquility; All the furniture is brown, and watercolors with China characteristics are hung on the bedside. All rooms are equipped with a refrigerator, two telephones, an information color TV and an email socket.

The main services provided by the hotel for guests are:

24 hours room service

. wake-up service

. Washing clothes and ironing clothes

. Business center service hours: 6 am to 24 pm.

Book a plane ticket for you and call a taxi.

. The restaurant is open from 7 to 22.

The coffee shop is open from 7 o'clock to 24 o'clock.

The hotel opened on 1978. Due to the influence of hotel building structure and changeable target market, the hotel has not yet established a clear market image and has no stable customers.

From 65438 to 0998, the hotel was transformed into an experimental hotel of Jinjiang International Management Company's Education and Training Center. It took a year to close down and completely transform the hotel. After the restructuring, the hotel should not only complete the business indicators, but also undertake the training and internship tasks of the company's middle managers. In order to achieve the goal after the reform, the hotel management model must conform to the company's management model, and the service level must reflect the company's standards. These "necessities" also provide opportunities and conditions for hotels to win customers and achieve business goals.

1999 The reopened hotel gives customers a brand-new image.

(2) Market analysis

1. China Hotel Market

Supply exceeds demand: in recent years, hotel projects under construction have continued to increase; The real estate market is depressed, and some office buildings and apartments turn to hotel management; Social hotel upgrade; All this makes the number of hotels

The growth rate far exceeds the growth rate of tourists. The following table is the national statistical data in recent three years.

Annual growth rate of overseas tourists and hotel rooms

1994 5.2% 5%

1995 6.2% 19.6%

1996 10.2% 22.6%

O The demand at home and abroad is obviously insufficient: due to the impact of the Southeast Asian financial turmoil, the number of tourists in these areas has decreased, and some governments have even taken measures to restrict nationals from traveling abroad; Since the second half of 1997, the Russian tourism market has grown rapidly, but the areas affected by the Russian market are mainly parts of North China and Northeast China, and the increase in quantity is also driven by border tourism, which is often associated with shopping. There are more and more European and American tourists visiting China, but the growth rate is not optimistic. Domestic tourism is affected by the macroeconomic situation, the weak development of foreign-funded enterprises, the shift of residents' consumption to housing and other factors, and the demand for hotels is also affected.

2. Shanghai Hotel Market

Affected by the economic crisis in Southeast Asia, the average room occupancy rate of 65438-0998 three-star hotels in the city is 50%, and the average room price is 350 yuan. 1999 the APEC meeting will be held in this city, which may attract some Chinese and foreign tourists, but these guests have little chance to stay in a three-star hotel. It is estimated that the number of inbound guests in 1999 will be the same as this year.

The domestic demand market is a potential market. Encouraged by the government's policy of stimulating domestic demand, it is predicted that the tourism demand of domestic residents will increase substantially in 1999, and the number of people who come to Shanghai for tourism and shopping will increase. A considerable number of them will stay in two or three-star hotels.

Some small and medium-sized enterprises in China have also begun to look for relatively economical hotels to hold promotion meetings and company meetings. They need well-equipped, clean and cheap hotels.

In the catering market, the success of social restaurants last year reflected some characteristics: facilities and equipment reached the level of star-rated hotels, and attention was paid to the creation of environmental atmosphere. Whether consumers eat by themselves or entertain guests, these places make them feel decent and the prices are very attractive. These are the main demand characteristics of domestic customers.

(3) Competition analysis

1. Competitors

There are many ways to determine competitors. Here, hotels with the same star rating and similar products are mainly used as the basis for determining competitors.

Two or three-star hotels in Huashan West Road, Zhongshan West Road East, Zhongshan North Road South and Hengshan North Road North. In this area, Jing 'an Temple is a concentrated area of hotels, but both the regional atmosphere and the hotel grade are mostly above Dahua after the transformation. We visited nearly ten hotels in this area as customers. Considering the tourism market and hotel facilities, we chose four hotels, A, B, C and D, as competitors of Dahua Hotel.

2. Room occupancy rate and average room price of competing hotels from June 1998 to June 10 (see the table below).

Unit: RMB

Hotel A Hotel B Hotel C Hotel D Hotel

Average monthly housing rental rate% average housing rental rate% average housing rental rate% average housing rental rate%

I 280 50 200 70 300 80.3 290 65

2 200.8 30 180 43.280 35.4 2 10.50. 1

3 300 50.5 2 10.6 72 3 10.2 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)

Xiangmu Hotel A Hotel B Hotel C Hotel D Dahua

Guest room facilities are complete (new) complete (old) complete (new) complete (old) complete (new)

Standard Room (Suite) 367 397 25 166 96

The business center has new equipment, old equipment and new equipment.

Ballroom (multi-function) 400 (seat) 50 points and four rooms 250 (seat) 60 points and four rooms.

Dining zero restaurant (seat) 300 300 80 300 (contract) 150

Conference Hall (Block) 200 10×20 30 150 Conference Hall 200 "30" Meeting 80 Teaching 300

Is there one in the gym

Sauna bath (contracted)

There are (complete, modern and simple), (simple) and (simple) health and entertainment dance halls.

There are (signed) 4 KTV private rooms (50 people).

There is something in the chess room.

Are there any other parking lots?

4. Competing for the main tourist market of the hotel

Hotel A: Mainly for domestic guests, business, conference and tourists.

Hotel B: Mainly for domestic guests, business, conferences and tourists.

Hotel C: Chinese and foreign scholars, conference guests and business guests.

Hotel D: Mainly domestic guests, business and conference guests.

(4) Analysis of the strengths, weaknesses, opportunities and threats of the hotel.

1. hotel advantages and disadvantages analysis

(1) Advantages:

O The hotel has a good geographical location, between the World Trade Center and the Shanghai Exhibition Center, and there are entrances and exits near the elevated Yan 'an Road; There are many apartments and office buildings around the hotel.

O Hotel transformed into Jinjiang International Management Company Education and Training Center Experimental Hotel. For the target market, its management and service level will represent the level of Jinjiang, because it is the cradle of future middle managers of Jinjiang International Management Company. As an experimental hotel, it enjoys tax incentives and the price is relatively attractive; As an experimental hotel, we can make use of the advantages of the company's chefs and the opportunities of international exchange to hold frequent catering exhibitions, enrich catering products and attract customers.

O Rooms, business centers and conference facilities are all new, complete and advanced, and they are in a leading position among competitors. In particular, conference facilities and equipment are also in a leading position in the same star hotels in the city.

O Relying on the reputation of hotel management of Jinjiang Group, it has brand advantages.

O has a longer business history than competitors and has some long-term customers.

O In the long-term operation, we have established a good relationship with the local government.

O A's strong team of hotel industry training teachers can provide suggestions for hotel management and help develop new products.

The imitation meal of o hotel is very famous in Shanghai.

O Hotel has a long history and is a municipal protected building.

(2) Disadvantages:

O Hotel has not established a good market image and stable customers since it opened from 65438 to 0978.

O guest room facilities can meet the requirements of business guests, but entertainment facilities are not complete.

O the number of rooms is small, and it is impossible to receive multiple meetings at the same time.

O A la carte restaurant has no banquet hall and few seats.

O the lack of commercial outlets around the hotel is not convenient for tourists to shop. It will also affect

Door-to-door service in restaurants. .

O the hotel has a high proportion of old employees. They have good service consciousness and skills, but their foreign language conversation ability is poor and their awareness of accepting new products is not strong.

2. Hotel opportunities and threats analysis

(1) Opportunity:

O The cooperative training between the training center and Hotel College Lausanne, Switzerland will bring many academic exchange opportunities, thus enhancing the image of the hotel;

O There are no restaurants with great market influence around the hotel at present, but there are potential market demands such as wedding banquets, family banquets, business banquets and even takeout;

O Make use of the good relationship with the district government, further strengthen cooperation, and strive to become the first choice hotel for government affairs activities of the district government;

O There is no coffee shop with a good atmosphere around the hotel, but such a place is needed for business talks and friends' leisure.

O There are many scientific research and medical institutions around, which need exchange places with strong academic atmosphere and excellent price;

O Affected by the economic crisis in Southeast Asia, business guests in these areas began to look for business hotels with relatively low prices.

(2) threat:

O Competitors have more stable customers and flexible management methods. For example, Hotel C is supported by Shanghai Book Academic Association, and various academic conferences bring many guests to the hotel.

O Competing hotels have sufficient sources of funds and low debts.

O New competitors are constantly emerging, such as the new building under construction in Xingguo Hotel and the Paradise Hotel at the Jiangsu intersection of Huashan Road, which will be opened soon.

(5) Marketing objectives

1. Target market

According to the above analysis, the target market of the hotel is mainly domestic senior business guests and people from teaching, medical and scientific research circles, taking into account some small academic conferences, business meetings and overseas travel teams.

O Business guests: There are three-star business hotels in this area, but because of its hardware advantages and price advantages, it can attract senior business guests from state-owned enterprises, Chinese employees of joint ventures and other business guests.

O People in teaching, medical treatment and scientific research: The hotel is an experiment in the training center of Jinjiang International Management Company.

The hotel itself has a good academic atmosphere, high product quality and favorable price, which is very caring for them.

O Meeting guests: The hotel has complete meeting facilities, which are suitable for small and medium-sized business meetings, company boards and academic meetings.

O overseas travel team: hotels can attract some overseas travel teams when they need to supplement the shortage of tourists.

2. Sales target

In view of this year's market analysis, domestic guests will be the main target market, and the corresponding average house price will drop. At the same time, due to the renovation and restructuring of the hotel, the new market image has not yet been established, and it is suggested that the sales target should be based on capital preservation. According to the cost of the hotel, the revenue target of the guest room is about 7 million yuan.

(6) the combination of hotel marketing factors

1. product strategy

(1) Improve the quality of catering and create distinctive products: catering plays an increasingly important role in hotel management, and it has been recognized that catering drives the sales of other hotel products, and hotels are precisely the weakness in this respect. We should make full use of the advantages of the training center and hold regular exhibitions of famous chefs' skills at home and abroad; Explore the original "imitation food" and introduce green foods such as Wowotou and millet porridge; Exquisite business packages, conference packages and family packages; Semi-finished products, Chinese and western takeout.

(2) Pay attention to product mix: The purpose of product mix is to enhance the attractiveness of products and increase sales. Reasonably plan the combination of catering products, rooms and entertainment. And the combination of hotel products and surrounding entertainment facilities, make full use of surrounding resources. The specific ideas are as follows:

O product portfolio 1: business portfolio

Hotel rooms are mainly designed according to the needs of business guests. The room is spacious and has an email interface. In addition to enjoying all the facilities of similar three-star hotels, the hotel has also prepared a "VOD" system for business guests, which can accurately and timely transmit sound and image information, conduct remote business negotiations and broadcast remote meetings. According to the market positioning, domestic mid-range business guests are the main target customers of the hotel.

In order to show the hotel's warm welcome to the target business guests, the hotel will provide free business packages in addition to two breakfasts every night. When a business guest pays in 380 yuan RMB for one night, it will be very worthwhile.

Portfolio 2: Meeting Portfolio

As a Lausanne-Jinjiang cooperation training demonstration hotel, the hotel is advanced in technology and equipped with reasonable conference and teaching facilities, which is suitable for small and medium-sized academic conferences and business meetings. With the support of "VOD" system, conference planners will not hesitate to make a choice.

The scale of the hotel and the service concept of the hotel determine that the conference guests will become distinguished guests of the whole hotel during the whole conference.

During the conference, if you use 30 rooms in the hotel for one night (each room is RMB 300 yuan), you can use all conference facilities and services free of charge, or the hotel can provide conference meals for 30 people at a discount (30 yuan per person).

Product portfolio 3: Wedding portfolio

The differentiation advantage of hotels in this respect is not obvious. The main market is middle and low-grade wedding banquets (about RMB 0/000 per table/kloc).

If you spend more than 7 tables (RMB 1000 yuan per table), you can choose from a standard room for the night and a wedding room for free. A. Give a wedding VCD; B, give two nutritious breakfasts.

For spending more than 7 tables (each table 1500 yuan RMB), one room, one night suite and one wedding room are provided free of charge, and the rest are the same as above.

O Portfolio 4: Weekend Package Price

Enjoy this package price every Friday, Saturday and Sunday.

The target audience is mainly families who come to Shanghai for shopping and sightseeing, and they need to advertise in Jiangsu, Zhejiang or the entry point of Shanghai.

Product advantages: Yan 'an Road elevated Jiangsu intersection is the hotel, with parking lot, spacious rooms and free extra beds.

Package content: RMB for one night in 300 yuan, including breakfast, free parking and OK room, and 30% discount for lunch, dinner and coffee shop.

(3) Don't miss any possible festivals and constantly introduce new products.

(4) Create a relaxed and warm atmosphere: "Atmosphere" plays an important role in the elements of hotel products. Atmosphere is a combination of service attitude, service technology, waiter image, hotel building decoration, facilities and equipment layout, color, background music and other factors, which embodies a cultural taste. Some hardware disadvantages of the hotel can be made up by a good atmosphere without too much investment. It can be achieved by establishing and strictly implementing scientific and efficient management system, building hotel culture to form unified values, improving waiters' aesthetic cultivation and professional ability, and paying attention to the artistic aesthetic effect of facilities and equipment layout.

2. Price strategy

Most of the original fixed assets of the hotel have been depreciated, and now only100,000 yuan is invested.

Yes, of which 8 million is used for room decoration.

O According to the breakeven point pricing method:

Formula: Average house price at breakeven = (fixed cost+variable cost) breakeven sales.

One-year fixed cost:

Salary and benefits 2300140)+(80050)12 = 4344000.

The depreciation expense is 8000000 10% = 80000 (depreciated by 10 year).

Insurance, taxes, etc.

Total fixed cost =4344000+800000=5 144000.

One-year variable cost: Assume that 35 yuan is the variable cost of each rented room.

The annual average occupancy rate is 50%, and the number of rooms 100.

Then the total variable cost = 10050% × 36535.

=638750

Average house price at capital preservation = (5144000+638750)10050% 365.

= 3 16.9 suggested retail price of standard room is 480 yuan (USD 60), and the lowest price is 288 yuan (40% discount). This price can not only break the capital, but also be similar to the price of competitive hotels, so it is competitive.

O According to this pricing, the average annual house price can reach 300 yuan. If the average occupancy rate is 65%, the room income is 7 1 17500 yuan, which realizes the capital preservation.

3. Sales channel strategy

According to the characteristics of few hotel rooms, direct sales and first-class sales channels should be adopted, with the former as the main form.

O direct sales: the sales staff of the hotel directly contact with the target customers, establish relationships and form relatively stable customers.

O first-class sales: choose one or two travel agencies to provide small foreign teams; Establish relationships with scientific, technical and educational institutions and invite guests to meetings.

O Establish a computer reservation system, sign contracts with relevant domestic travel reservation networks, and accept computer reservations.

4. Promotion strategy (1) advertising planning

Establish the hotel image: Take the opportunity of reorganization and combine the company brand to launch the hotel image of "Jinjiang-Lausanne cooperation training demonstration hotel, so that you can enjoy great value".

Urban scene: bustling and lively

Hotel atmosphere: relaxed and warm.