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introduce

Hotel marketing is a series of business and sales activities to meet the reasonable requirements of customers and make hotels profitable. The core of marketing is to meet the reasonable requirements of customers, and the ultimate goal is to make profits for hotels.

Hotel marketing is a kind of marketing and an important part of hotel business activities. It begins before the hotel provides products and services, mainly studies the needs of guests and the methods to promote the growth of hotel customers, and is committed to developing the potential of the hotel market and improving the hotel's income. Marketing involves products to meet the needs of guests, which runs through all business activities from hotel circulation to guests, and finally enables the hotel to achieve the predetermined business objectives.

The social basis of marketing is to meet human consumption demand. The hotel should effectively manage the tourists who produce demand, analyze their characteristics, types, quantity and changing trends, and choose the tourism market that the hotel should vigorously develop to carry out marketing activities. There are different types of markets, and there are different levels of marketing around the market. The market is divided into existing market and potential market. In the past, hotels crowded into the existing market for marketing, which increased the intensity of market competition, and the interests of hotels did not increase much, but the needs of customers were not tapped and cultivated, and the opportunity to enhance market competition was lost. The existing new marketing concept should combine the utilization of the existing market with the cultivation of the potential market. While stabilizing and expanding the existing market, we should actively cultivate the demand of potential markets and seek new economic growth points for hotel development, so as to occupy the market beyond competitive strength and realize the common development of new and old markets.

The needs of customers are diverse, and hotels can't all meet them. Therefore, choosing the key target market for marketing can improve the efficiency of marketing strategy, and at the same time, we can see the high risk of the hotel. A single goal will increase this risk, so establishing a multi-objective marketing strategy is a better choice for hotels. In fact, the marketing concept of combining key target market with multi-target market also embodies the essence of the relationship between existing market and potential market. When the potential market has not been fully cultivated, the existing market is the key market of the hotel. The germination of new demand or the exploration of favorable market opportunities in the development of multi-objective markets will create new key markets, which will continue to circulate, forming a virtuous circle of the exploration and cultivation of new demand-the introduction and maturity of new products-the continuous satisfaction of customer needs-and the sustained growth of hotel benefits in hotel marketing.

catalogue

The first part is an overview of hotel marketing projects.

As the first part of the feasibility study report, the general statement should comprehensively describe the main problems and conclusions of each part of the study report, and put forward the final suggestions on whether the project is feasible, so as to provide convenience for the examination and approval of the feasibility study.

I. Overview of Hotel Marketing Projects

(a) the name of the project

(II) Introduction of the project undertaker

(III) Introduction of the undertaking unit of the project feasibility study

(4) Introduction by the competent department of the project

(five) the content, scale and objectives of the project.

(six) the project construction site

Second, the main conclusions of the project feasibility study

In the feasibility study, clear conclusions should be drawn on major issues such as product sales, raw material supply, policy guarantee, technical scheme, total capital and financing, financial benefits, national economic and social benefits of the project, including:

(1) Market prospect of the project products

(2) Supply of raw materials for the project

(c) Project policy assurance.

(d) Project financing

(e) Project organization and safety issues

(VI) Technical support for the project

(vii) Project human security issues

(VIII) Project risk control issues

(9) the conclusion of the financial benefits of the project

(10) social benefit conclusion of the project

(eleven) comprehensive evaluation of project feasibility

Three. Table of main technical and economic indicators

In the general part, the main technical and economic indicators of each part of the research report can be summarized and listed, so that the examination and approval and decision makers can have a comprehensive understanding of the project.

Four. Existing problems and suggestions

Explain the main problems existing in the project proposed in the feasibility study and put forward solutions.

The second part is the background, necessity and feasibility of hotel marketing project construction.

This part should mainly explain the background of project establishment, the necessity of investment, the reasons for investment and the supporting conditions for project development.

First, the hotel marketing project construction background

(A) the national industrial policy encourages the development of hotel marketing.

(B) Hotel marketing has a bright future.

Second, the necessity of hotel marketing project construction

(A) to further promote the development of China hotel marketing industry.

(B) to further enhance the technical level of the hotel marketing industry in China.

(3) ...

Third, the feasibility of hotel marketing project construction

(1) Economic feasibility

Policy feasibility

(3) Technical feasibility

(D) the feasibility of the model

(v) Feasibility of organization and human resources.

The third part is the product market analysis of hotel marketing projects.

The important position of market analysis in feasibility study is that the determination of production scale, technology selection, investment estimation and even site selection of any project can only be decided after fully understanding the market demand. Moreover, the results of market analysis can also determine the price and sales revenue of products, and ultimately affect the profitability and feasibility of the project. In the feasibility study report, the current market situation should be studied in detail as the basis for later decision-making.

First, the hotel marketing project product market survey

(A) Hotel Marketing International Market Survey

(B) Hotel marketing domestic market survey

(C) Hotel marketing price survey

(D) Hotel marketing upstream raw material market survey

(V) Investigation on the downstream consumer market of hotel marketing

(VI) Hotel Marketing Market Competition Survey

Second, the hotel marketing market forecast

Market forecast is a continuation of market research in time and space. Based on the information obtained from market research and the conclusion of market information analysis report, it makes quantitative and qualitative judgment and analysis on future market demand and related factors. In the feasibility study, the conclusion of market forecast is the necessary basis for making product plans and determining the project construction scale.

(A) Hotel marketing international market forecast

(B) Hotel marketing domestic market forecast

(C) Hotel marketing price forecast

(D) Hotel marketing upstream raw material market forecast

(E) Hotel Marketing Downstream Consumer Market Forecast

(VI) Overview of the development prospects of hotel marketing projects

The fourth part is the product planning scheme of hotel marketing project.

A, the hotel marketing project product capacity planning scheme

Second, the hotel marketing project product process planning scheme

(1) Selection of process equipment

(2) Process description

(3) Process flow

Three, the hotel marketing project product marketing planning scheme

(A) marketing strategic planning

(B) marketing model

Under the environment of commodity economy, enterprises should formulate qualified sales models according to market conditions, strive to expand market share, stabilize sales prices and improve product competitiveness. Therefore, in the feasibility study, we should study the marketing model.

1. Investor share

2. Enterprise self-promotion

3. National partial acquisition

4. Analysis of dealers and agents.

Promotion strategy

……

The fifth part is the general law of hotel marketing project construction site and civil engineering.

First, the hotel marketing project construction site

(A) the geographical location of the hotel marketing project.

(B) the natural conditions for the construction of hotel marketing projects

(3) Resources of hotel marketing projects.

(D) the economic situation of hotel marketing project construction

(5) The crowd of hotel marketing projects.

Second, the hotel marketing project civil general rules

(1) Project site and factory building construction

1. location

2. Contents of factory construction

3. Factory construction cost

(2) General layout of civil engineering planning

(3) on-site and off-site transportation

1. Off-site traffic volume and mode of transportation

2. On-site traffic volume and mode of transportation

3. Site transportation facilities and equipment

(4) Civil works and supporting works of the project

1. Project area

2. The content of civil engineering and supporting engineering of the project

(five) the project civil engineering and supporting engineering costs

(6) Other auxiliary projects of the project

1. Water supply project

2. Power supply project

3. Heating project

4. Communication engineering

5. Others

The sixth part is the environmental protection, hotel marketing and labor safety scheme of hotel marketing projects.

In engineering construction, we must implement the national regulations and laws on environmental protection, energy saving and occupational safety and health. In the feasibility study stage, we should analyze the short-term and long-term impact of the project on the environment and the factors affecting the health and safety of workers, put forward and evaluate preventive measures, and recommend the best scheme with feasible technology, reasonable layout and less harmful impact on the environment. According to the current regulations of the state, all construction projects that have an impact on the environment must implement the examination and approval system of environmental impact report, and at the same time, in the feasibility study report, there should be a special discussion on environmental protection and labor safety.

First, the hotel marketing project environmental protection scheme

(1) Design basis for environmental protection of the project

(II) Environmental protection measures of the project

(III) Environmental protection assessment of the project

Second, the hotel marketing project resource utilization and energy consumption analysis

(A) the project resource utilization and energy consumption standards

(2) Analysis of project resource utilization and energy consumption

Three. Hotel marketing project hotel marketing plan

(1) Basis for hotel marketing design of the project

(2) Marketing analysis of the project hotel

Fourth, the hotel marketing project fire protection scheme

(A) the project fire design basis

(II) Fire control measures of the project

(3) Fire alarm system

(4) Fire extinguishing system

(5) Fire protection knowledge education

Five, the hotel marketing project labor safety and health plan

(A) the project labor safety design basis

(II) Labor safety protection measures of the project

Part VII Hotel Marketing Project Organization Plan and Personnel Arrangement

In the feasibility study report, according to the project scale, project composition and technological process, the corresponding enterprise organization, the total number of labor capacity and the source of labor force, as well as the corresponding personnel hotel marketing plan are studied and put forward.

First, the hotel marketing project organization plan

(1) organizational form

(2) Work system

Second, the hotel marketing project labor ability and hotel marketing personnel

(1) labor ability

(2) Estimation of total and average annual salary of employees.

(C) Personnel Hotel Marketing and Cost Estimation

The eighth part is the implementation schedule of hotel marketing projects.

The project implementation schedule is also an important part of the feasibility study report. The so-called project implementation period can also be called investment time, which refers to the time from the formal determination of the construction project to the normal production of the project. This period includes project implementation preparation, fund-raising arrangement, survey and design and equipment orders, construction preparation, construction and production preparation, trial operation until completion acceptance and delivery. Some of the investment activities and work links in these stages are interactive and closely related, and some are simultaneous and cross-cutting. Therefore, in the feasibility study stage, it is necessary to make unified planning, comprehensive balance and reasonable and feasible arrangements for all work links in each stage of the project implementation period.

First, the hotel marketing project implementation stage

(A) the establishment of project implementation management institutions

(2) Fund raising arrangements

(iii) Access to and transfer of technology

(4) Survey and design and equipment orders

(5) Construction preparation

(6) Construction and production preparation

(7) Completion acceptance

Second, the hotel marketing project implementation schedule

Third, the hotel marketing project implementation costs

(1) Management fee of the construction unit

(2) Production preparation fee

(3) Hotel marketing expenses of producers

(four) the purchase cost of office and living furniture

(5) Other expenses that should be paid.

The ninth part is the financial evaluation and analysis of hotel marketing projects.

First, the hotel marketing project total investment estimation

Second, the hotel marketing project financing

The investment funds needed for construction projects can be obtained from various channels. In the feasibility study stage of the project, the fund-raising work is to study and implement the source channels and financing methods of funds and select the funds with favorable conditions according to the estimated results of fixed assets investment and liquidity of the construction project. In the feasibility study report, the funds from all sources and channels and their financing methods should be discussed one by one. With necessary calculation forms and accessories. In the feasibility study, the following contents should be explained:

(1) Source of funds

(2) Project financing plan

Third, the hotel marketing project investment plan

investment project

(2) Loan repayment plan

Four. Description of project financial evaluation &; Financial measurement hypothesis

(a) calculation basis and related instructions

(2) Basic setting of project calculation

Five, the hotel marketing project total cost estimation

direct expenses

(2) Wages and welfare expenses

(iii) Depreciation and amortization

(4) Wages and welfare expenses

(5) Repair cost

(6) Financial expenses

(7) Other expenses.

(8) Financial expenses

(9) Total costs and expenses

Six, sales revenue, sales tax and surcharge and value-added tax estimation

(1) Sales revenue

(2) Sales tax and surcharges

(3) value-added tax

(4) Estimation of sales revenue, sales tax and surcharges and value-added tax.

Seven. Profit and loss estimation and profit distribution

Eight. Estimation of cash flow

(A) the project investment cash flow estimation

(2) Estimation of cash flow of project funds

The tenth part is the uncertainty analysis of hotel marketing project.

When evaluating construction projects, most of the data used come from forecasts and estimates. Due to the limited data and information, the actual situation in the future may be different, which will bring risks to the project investment decision. In order to avoid or reduce the risk as much as possible, it is necessary to analyze the influence of uncertain factors on the economic evaluation index of the project to determine the reliability of the project, which is uncertainty analysis.

Uncertainty analysis can be divided into break-even analysis, sensitivity analysis and probability analysis according to different analysis contents and emphases. In the feasibility study, break-even analysis, sensitivity distribution and probability analysis are generally needed according to the project situation.

Breakeven analysis

(2) Sensitivity analysis

The eleventh part is the evaluation of financial, economic and social benefits of hotel marketing projects.

After the technical route of the construction project is determined, it is necessary to evaluate the financial and economic benefits of different schemes, judge whether the project is economically feasible, and compare and select the schemes. The evaluation conclusion of this part is one of the main bases for the selection of the proposed scheme and an important basis for the investment decision of the construction project. This part gives a general description of the main contents of financial, economic and social benefit evaluation in the feasibility study report.

I. Financial assessment

Financial evaluation is to examine the financial situation such as profitability, solvency and foreign exchange balance after the completion of the project, so as to judge the financial feasibility of the construction project. Financial evaluation mostly adopts the combination of static analysis and dynamic analysis, and takes the dynamic method as the main method. Compare the financial evaluation index with the corresponding benchmark parameters-financial benchmark rate of return, industry average payback period, average investment profit rate and investment profit and tax rate to judge whether the project is financially feasible.

(A) the financial net present value

Financial net present value refers to the sum of the present value at the beginning of construction (the beginning of the first year of the project calculation period) calculated according to the set standard discount rate (benchmark rate of return). Financial net present value is the main dynamic evaluation index to examine the profitability of the project during the calculation period.

If the financial net present value of the project is equal to or greater than zero, it shows that the profitability of the project has reached or exceeded the required profitability level, and the project is financially feasible.

(b) Financial internal rate of return (FIRR)

Financial internal rate of return refers to the discount rate that the sum of the present value of financial net cash flows in each year is equal to zero, even if the financial net present value of the project is equal to zero.

The financial internal rate of return is a dynamic index reflecting the actual rate of return of the project, and the bigger the index, the better.

Generally speaking, the project is feasible when the financial internal rate of return is greater than or equal to the benchmark rate of return.

(III) Investment payback period Pt

Depending on whether the time value of funds is considered, the payback period can be divided into static payback period and dynamic payback period. Take the dynamic payback period as an example:

(1) calculation formula

The calculation of dynamic payback period of investment is based on the cash flow statement of the project in practical application, and is calculated according to the following approximate formula:

Pt = (years with positive present value of accumulated net cash flow-1)+ absolute value of present value of accumulated net cash flow in the previous year/positive present value of net cash flow in the current year.

(2) Evaluation criteria

1) when PT ≤ PC (benchmark investment payback period), it shows that the project (or scheme) can recover its investment within the required time, which is feasible;

2) When PT > PC, the project (or scheme) is not feasible and should be rejected.

(4) Return on investment of the project investment

The return on investment of the project refers to the annual profit before interest and tax in normal years after the project reaches the design capacity or the ratio of the annual average earnings before interest and tax (EBIT) to the total investment (TI) during the operation period. The total investment rate of return is higher than the reference rate of return in the same industry, indicating that the profitability expressed by the total investment rate meets the requirements.

When the ROI≥ is greater than or equal to the average investment profit rate (or benchmark investment profit rate) of the department (industry), the project can be considered to be financially acceptable.

(5) Profit rate and tax rate of project investment

Project investment profit and tax rate refers to the ratio of total annual profit or average annual profit to sales tax and surcharge in normal production year after the project reaches the designed production capacity, and the calculation formula is:

Investment profit and tax rate = annual total profit and tax or annual average total profit and tax/total investment × 100%.

When the investment profit and tax rate is higher than the average investment profit and tax rate of the department (industry) (or the benchmark investment profit and tax rate), the project can be considered financially.

(VI) Net interest rate on project capital (ROE)

The net profit rate of project capital refers to the ratio of the annual net profit in normal years or the average net profit (NP) in operation period to the project capital (EC) after the project reaches the design capacity.

The net profit rate of the project capital is higher than the reference value of the net profit rate of the same industry, which shows that the profitability expressed by the net profit rate of the project capital meets the requirements.

(7) Summary table of project measurement core indicators

Second, the national economic evaluation

National economic evaluation is the core part of project economic evaluation and an important basis for decision-making departments to consider project selection. Cost-benefit analysis method is used to evaluate the national economy of construction projects, and the parameters such as shadow price, shadow exchange rate, shadow wage and social discount rate are used to calculate the net contribution of the project to the national economy and evaluate the economic rationality of the project. The national economic evaluation adopts the analysis of national economic profitability and foreign exchange effect, and takes the economic internal rate of return (EIRR) as the main evaluation index. According to the specific characteristics and actual needs of the project, the economic net present value (ENPV) index can also be calculated. For projects involving the export of products or the substitution of imports for foreign exchange savings, the economic net present value (ENPV), economic exchange cost or economic exchange savings cost should be calculated.

Third, the social benefits and social impact analysis

In the feasibility study, in addition to calculating and analyzing the above indicators, we should also analyze the social benefits and social impacts of the project, that is, describe the benefits that cannot be quantified qualitatively.

The twelfth part is the risk analysis and risk prevention and control of hotel marketing projects.

First, the construction risk analysis and prevention and control measures

Second, legal and policy risks and prevention and control measures

Third, market risks and prevention and control measures

Fourth, financing risks and prevention and control measures

Verb (abbreviation of verb) Other related risks and prevention and control measures

The thirteenth part is the conclusion and suggestion of the feasibility study of hotel marketing project.

I. Conclusions and recommendations

According to the research and analysis results in the previous chapters, the project is comprehensively evaluated from the aspects of technology and economy, the construction scheme is summarized, and conclusive opinions and suggestions are put forward. The main contents are:

1. Concluding comments on the construction conditions, product scheme, technology, economic benefits, social benefits and environmental impact of the proposed scheme.

2. Explain the main comparison schemes.

3. Put forward solutions and suggestions for the main unsolved problems in the feasibility study.

4. Explain the main problems corresponding to the modification, and put forward suggestions for modification.

5. For infeasible projects, put forward infeasible main problems and treatment opinions.

6, the conclusion of the main controversial issues in the feasibility study

Second, the attachment.

All documents that fall within the scope of the feasibility study of the project but are published separately from the study report shall be listed as annexes to the feasibility study report, and the listed annexes shall indicate the name, date and number.

1. Project Proposal (Preliminary Feasibility Report)

Step 2 establish a project

3. Site selection report

4. Resource exploration report

5. Letter of intent for loan

6. Environmental impact report

7. Feasibility study report of single or supporting projects that need to be studied separately.

8. The required market forecast report

9. Investigation report on imported technology projects

10. Name type of foreign investment introduction agreement document

1 1. Description of other major comparison schemes.

12. Others

Three. attached drawing

1. Topographic or location map of the plant site (with contour lines)

2. General layout (with elevation)

3. Flowchart

4. Schematic diagram of main workshop layout scheme

5. Others

China Project Feasibility Research Center related research results "Hotel Project Energy Conservation Assessment Report"

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