On the application of hotel target market model

Hotel marketing is a very modern, theoretical and systematic science, at the same time, it is flexible, complex and diverse.

First, the concept of modern hotel marketing

1, sales and marketing

Marketing is not business sales, it has such a function: it is responsible for understanding and investigating the reasonable needs of customers.

And design, combine and create suitable hotel products to meet the needs of this market. Simply put, 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.

2. The role of marketing in hotel management

With the development of China's hotel industry and the integration with the international market, the awareness of hotel marketing has been developed in China's hotel industry, and successful marketing is an effective guarantee for hotels to remain invincible in the fierce market competition.

As a modern hotel management, the core role of marketing is inevitable. Of course, hotel marketing must closely cooperate with other departments of the hotel, such as accommodation and reception desk, guest room, catering and restaurant, conference and engineering, acoustics and so on. The marketing department often represents customers' requirements and interests, and customers' requirements are sometimes very critical, which may affect the working procedures of political parties in other business departments. The marketing department should coordinate with customers and business departments. The function of marketing is to communicate the supply and demand relationship between the hotel and the tourist market in order to achieve the best benefit of the hotel. Therefore, hotel marketing is the core of hotel management.

Second, the characteristics of modern hotel marketing

Hotel products are a combination of tangible facilities and intangible services. They are not intangible products simply expressed in material form. The marketing of some characteristic hotel products here is comprehensive, intangible, volatile and timely.

1, comprehensive

1) In addition to accommodation and food, customers also need food, shopping, entertainment and letters.

Comprehensive needs such as information exchange and business activities (combined marketing).

2) Modern hotel marketing is closely related to the employees of all departments in the hotel. As long as one employee's service makes the guests dissatisfied, it will result in 100- 1=0 (total marketing).

2. Invisible

1) service is the main product of the hotel, and all the products of the hotel are sold together with the service, which is not good for the hotel products.

Quality evaluation depends on customers' subjective feelings about service-oriented hotel products. (In-store marketing, service marketing)

2) After the hotel products are purchased by customers, they only have the right to use in a certain time and space, but cannot be possessed.

Have them.

Step 3 be timely

That is, the non-storability of hotel products.

4. Volatility

1) Tourism consists of eating, living, traveling, wishing and shopping.

2) Seasonal fluctuation, that is, what we call season and peak season.

3) Influenced by political, economic, social and natural factors.

Therefore, according to its characteristics, hotel marketing effectively organizes the marketing of the corresponding market in order to pursue the highest efficiency.

Third, the innovation of hotel marketing

In the 2 1 century, the comprehensive effects of economic globalization and competition internationalization make innovation the basis for the survival and development of enterprises. Modern hotel industry is facing an unprecedented business environment. Facing this complicated and changeable business environment, hotel marketing must be innovated, including the innovation of marketing concepts, products, products and models.

1, hotel marketing concept innovation

Marketing concept is the basis of marketing decision-making and marketing planning, and it is the compass on which the hotel industry depends for its survival and development.

The marketing of modern hotels should be oriented to the needs of customers, and all products should meet the needs of the market. In the environment where the seller's market is transformed into the buyer's market, changing the inherent marketing concept of the hotel is the premise and guarantee for the hotel to be invincible in the fierce market competition.

The current marketing concepts include big marketing, dynamic marketing, development marketing, global marketing and win-win cooperation marketing.

2. Hotel product innovation

In order to win in the increasingly fierce market competition, hotels must occupy the market with excellent products and services (but they must cater to the needs of customers). Therefore, the hotel must pursue product innovation, that is, to achieve people without me, people with me are superior, and people are superior to me. The innovation ability of hotel products not only reflects the hotel's ability level in the market competition.

3. Innovation of hotel marketing model.

1) integrated marketing: it is a marketing theory and method that systematically combines various marketing tools and means, and makes real-time dynamic modification according to the environment, so that both parties can realize value-added in interaction.

His "4C" Theory

A, hotels should produce products that specific consumers need, not sell products that they can manufacture.

B, when pricing, don't first calculate the cost and profit of the enterprise, first consider all the costs that consumers are willing to pay.

C, try to create sales channels to buy products quickly and conveniently. '

D, to emphasize communication with customers, downplay the mandatory promotion.

2) Relationship marketing: it is a process of interaction between hotels and consumers, suppliers, competitors, government agencies and social organizations.

A. Two-way communication: refers to the mutual communication between the hotel and customers, suppliers and competitors.

B. One-to-one marketing: It refers to understanding the different needs of each customer, distinguishing the differences of each customer and carrying out targeted marketing through two-way communication.

C. Cooperation: The purpose of relationship marketing is to eliminate mutual support, cooperation and cooperation between hotels and customers for their own goals and interests, and to establish cooperative relations.

D, mutual benefit

3) Service marketing: refers to a marketing method that emphasizes the role of service and service personnel in marketing.

A. Service differentiation strategy (personalized marketing): In the fierce market competition, if there is no service differentiation, hotels will not be able to break away from the low-level price competition mode. The strategy of service differentiation is to develop different service products and different images from the same industry, such as the check-in procedures of shuttle buses, the cultural atmosphere and image reference materials in the hotel lobby, and the application of marketing in the hotel graduation thesis.