Explanation of hotel brand positioning terms

Hotel brand positioning includes the basis and strategy of hotel brand positioning.

(1) Basis of hotel brand positioning

① psychological foundation. Simply put, brand positioning is to establish an image, the purpose is to determine the unique and valuable position of products and brands in the hearts of target customers. In a sense, brand positioning is actually a concept based on psychological process. Consumers have asymmetric information in the purchase process, so the decision to buy or not to buy a product depends largely on the accumulation of knowledge about the product. The main basis for consumers to choose a brand lies in the satisfaction that the brand can bring to vent their personality, and in the continuous and in-depth influence of the brand image on them. Brand positioning is an important link in shaping a successful brand image, and it is one of the important means to gain the recognition and choice of target customers.

For hotels, it is very necessary to establish a clear image for products in the minds of consumers, that is, brand positioning. Especially in the buyer's market, when the competition of hotel products is fierce, brand positioning is an important factor affecting the success of enterprises. Hotels should be good at analyzing the psychological characteristics of consumers' demand for hotel products, and achieve the goal of shaping hotel image and winning development through rational, perceptual or perceptual brand positioning.

② The basis of market segmentation. Brand positioning is not blind, but aimed at the target market, and its premise is market segmentation. Through market segmentation, hotels can find market opportunities, so that hotel design can create unique products or brand personality.

(2) Brand positioning strategy

① Psychological catering. The purpose of psychological catering is to match the psychological orientation of the brand with the functions and interests of the corresponding products. Consumer recognition and * * * are the key to product sales. Positioning needs to grasp consumers' psychology, grasp consumers' purchasing motives, stimulate consumers' emotions, and seize the opportunity to conduct market research. For example, Park Hyatt Hotel, regardless of appearance or service, makes customers feel different, as if they are at home, invited by noble families and luxurious.

To successfully position the hotel market, we must grasp the following points.

A. Be sure to grasp the main points, don't tell all the advantages of the product (based on the real advantages of the product), but tell the difference.

B.it should arouse the voice of consumers. Positioning should be targeted, aiming at the concerns of target customers and their appreciation level, causing the target consumers to scream.

C. positioning must be something that consumers can feel personally. If consumers can't evaluate the quality, positioning will lose its meaning.

② Investigate the brand environment. The purpose of investigating brand environment is to coordinate brand positioning with hotel resources. Limited by the factors of product usefulness, brand positioning must consider the characteristics of the product itself, highlight the characteristics of the product, make it match the needs of consumers, and thus shape a personalized brand.