Marketing planning scheme of theme hotel

Marketing planning scheme of theme hotel (6 general remarks)

In order to ensure the smooth development of things or work, it is often necessary to make a plan in advance, which is a written plan arranged from the aspects of purpose, requirements, methods, methods and progress. What problems should we pay attention to when making a plan? The following is the theme hotel marketing planning scheme (6 general remarks) I compiled for you, hoping to help you.

Theme hotel marketing planning scheme 1. Theme product marketing

Theme products refer to the physical products and intangible services designed and provided by restaurants around the established theme, which can meet people's needs. It includes three levels, namely, the core part (physical products and services), the form part (style, characteristics, quality and reputation) and the extension part (preferential conditions, promotion methods, payment terms, etc.). ). The focus of theme product marketing is to realize the differentiation of theme products, and to sell as many products as possible by improving the original theme products, developing new theme products or extending the value of theme products, so as to obtain higher sales or profits. Therefore, it is very important to realize product differentiation.

The so-called product differentiation means that restaurants design and produce products superior to similar products in terms of function, quality, price, appearance and service mode by virtue of their own management advantages, service advantages and technical advantages. It emphasizes that restaurants must design and provide unique products or services for guests according to the theme and create unique value for guests. The ways to implement product differentiation strategy in theme restaurants include product quality differentiation, product function differentiation, product appearance differentiation, service content differentiation, service process differentiation, service environment differentiation and so on.

2. Theme brand marketing

Theme brand marketing focuses on restaurant brands with theme products as the carrier. It no longer only focuses on product sales, but focuses on the establishment and development of theme brands. The shaping of theme brands is helpful to improve the market control of restaurants and the market penetration of new products. A brand that is deeply rooted in people's hearts not only means regular and continuous purchases, but also means higher profits. From the perspective of competition, theme brand marketing has risen to brand competition, which is a higher level of competition, manifested in the further expansion and maintenance of customer interests. At this stage, the theme restaurant should plan the theme brand image. Brand image planning refers to the phased planning and management of long-term brand development, which can be divided into brand awareness management planning and brand credibility management planning. At the initial stage of brand establishment, theme restaurants should pay attention to brand awareness management planning, that is, in terms of product characteristics, service processes, service forms, service details, clothing selection, activity organization planning, etc., with a distinctive theme brand as the main line, and with the help of the power of mass media, comprehensive advertising and the geographical location closest to the target customers, potential customers can understand and remember their logos and featured products.

For example, the Atlantic theme hotel operated by Sun International Resort Company specially hired 30 experts to meet guests' inquiries about the mysterious Atlantic at any time, and at the same time set up some thrilling and novel entertainment projects, which enabled guests to form a sense of identity with the Atlantic brand in entertainment, thus successfully establishing the Atlantic theme brand. After gaining high popularity, restaurants should turn their energy to the next planning stage, that is, through interpersonal communication means, such as word-of-mouth communication and personnel promotion, so that customers can form a good view or impression on the brand. Therefore, restaurants should be strict with themselves and constantly create a good reputation; We should combine mass media and interpersonal communication to speed up the spread of word of mouth.

Theme hotel marketing plan 2 1. Time:

September 29th-65438+1October 5th.

Two. Activities:

Housekeeping department:

1. During the National Day holiday, the hotel will send you a welcome fruit at the retail price when staying in the VIP building and the administrative building.

2. During the National Day holiday, anyone who stays in any hotel room at the retail price can enjoy a net mulberry for free, and at the same time give the sauna department 10 yuan vouchers, which can be used to offset the cash when enjoying pedicure service in the sauna department.

3. During the National Day holiday, go on road trip guests can enjoy free car wash service (small cars only) when staying in any hotel room, and the price is the retail price.

Food and beverage department:

1. During the National Day holiday, lunch or dinner guests who spend more than 20 yuan (excluding discounts) will get the scratch of China Welfare Lottery. 20 thousand yuan grand prize surprise for you!

2. Book a wedding banquet and enjoy the following activities:

/kloc-Mulberry cleaning service and pedicure are provided free of charge above 0/0 table, limited to two people.

If there are more than 20 tables, a standard hotel room will be given.

For more than 30 tables, a hotel voucher 500 yuan will be presented.

Note: A deposit is required for reservation.

3. During the National Day, you can enjoy the special activity of beer 1 yuan/bottle in the lobby of the food and beverage department.

Theme hotel marketing planning scheme 3 I. Overall goal

Through the planning activities of Christmas and New Year's Day, we can expand the popularity of the hotel, strengthen the emotional connection with business customers, and guide the catering consumption of residents in the surrounding areas, thus achieving certain economic and social benefits.

Second, the planning content

(1) Christmas and New Year's Day activities

1. Date of golden egg smashing: 2xx65438+1October1-2xx65438+1October 10.

Time: noon 12: 00 to 13: 00, and evening 18: 00 to 2 1: 00. Venue: south lobby of the hotel.

Form:

(1) Entertainment activities promote room catering.

(2) New Year's Day publicity arrangements

Television, radio, newspapers, leaflets, short messages, LED publicity in the city.

1. Media: Zhangjiakou Daily, Zhangjiakou Evening News, United Information, Zhangjiakou Radio Station, leaflets, text messages, etc.

2. Publicity methods: event introduction, program tidbits, news follow-up interviews, event special reports, event record reports, graphic reports at the venue, etc.

3. Publicity time: 2xx65438+February 26th-2xx65438+10/0.

4. Publicity frequency:

(1) Newspaper: announcement of Zhangjiakou Daily and introduction of various activities. The announcements, news reports and photos of Zhangjiakou Evening News were published five times. (Follow-up) "Joint Information" tidbits and news reports for three times, striving for a front page promotion.

(2) Zhangjiakou Radio Station: With the theme of "Christmas masquerade", it launched a program to promote Zhangjiakou International Hotel, five times a day, 20 seconds each time.

(3) Beiqi. com, Zhangjiakou International Hotel website and WeChat platform broadcast relevant news, introduce the overall situation and cooperate with more than five publicity pictures.

(4) Introduce the activity in the form of news announcement. From February 26th, 65438 to February 26th, 2xxx, conduct interval publicity during the advertising time every day, track the preparation of the activity 1-2 times, and make special reports after the live recording of the activity.

(5) Print 5000 leaflets and distribute them throughout the city.

(6) Mass SMS promotion for high-end customers.

(7) Making city LED advertisements and rolling advertisements 1 month.

Theme: Celebrate New Year's Day, smash golden eggs and win the grand prize with joy.

Activity time: within 2xxx, 65438+1October/-within 2xxx, 65438+1October 10: noon 12: 00 to 13: 00.

Activities: from 2xxx at 65438+ 10/0, noon 1 2: 00 to 2xxx at 2 1: 00, 65438+ 10/0/0, 2 XXX at 0: 00. During the event, guests staying in the room for more than two nights can get lucky golden egg cards at the cashier. With the lucky golden egg card, you can get the staff's lucky hammer in the golden egg forest in the lobby, choose your favorite golden egg and smash it hard. Suddenly, golden flowers were everywhere, and luck came instantly, bringing holiday blessings and condolences to the guests who came to the hotel for consumption. The guests came to the shopping center with the dropped prize cards to collect the printed prizes.

Details of website layout and prizes are attached:

Awards and prizes:

Grand Prize 2 (Prize Standard Room 2 480 yuan Experience Volume)

1 (standard room 1 480 yuan Experience Volume) 4 first prizes.

8 second prizes (2 coupons for hotel barbecue buffet)

30 third prizes (65438+ 0 barbecue buffet coupons in the prize hotel)

Lucky Award Hotel Small Business Gift (a 28 yuan voucher or a plush doll baked by the hotel)

Theme Hotel Marketing Plan 4 I. Purpose of the event:

In order to thank new and old customers for their strong support to our hotel, we will use the favorable business opportunities on New Year's Day and New Year's Day to give back to new and old customers and stimulate them to continue spending, so as to realize the steady growth of our hotel's turnover and finally achieve better profit objectives.

Second, the activity time:

2xxx years 1 month 1 day

Three. Location:

Chinese and western restaurants and guest rooms

Fourth, the theme slogan:

Know 2xxx, know Regent.

Verb (short for verb) activity:

(1) western food:

1. All customers who spend in western food on New Year's Day will be given an Olympic commemorative card (made by themselves).

2. Customers who spend all day in 300 yuan on New Year's Day will be given a breakfast coupon for western food.

3. Customers who spend all of 600 yuan at one time on New Year's Day will get a coupon (with this coupon, they can enjoy a 60% discount on the retail price).

(2) Chinese food:

1. All customers who consume Chinese food on New Year's Day will get an Olympic commemorative card.

2. Customers who spend in the Chinese food hall on the first day of New Year's Day can get a western-style breakfast coupon when they spend all of 500 yuan at one time.

3. When the one-time consumption reaches 100 yuan, a cash coupon with a face value of 1000 yuan will be given to the private room (this cash coupon can be consumed in any business area of the hotel).

4. On New Year's Day, you will get a VIP card if you spend X yuan at one time.

5. On New Year's Day, if you spend 3000 yuan on Chinese food at one time, you will be sent to a standard room for one night.

6. One-time consumption of Chinese food on New Year's Day 1x yuan will give you a ticket for 2xxx years (see the price list of Olympic tickets, attached, to be determined).

(3) Guest room:

1. Every guest who stays in the room on New Year's Day will receive an Olympic commemorative card.

2. Individuals staying in guest rooms on New Year's Day will be given a 20% discount on the retail price, and fruit baskets and breakfast coupons will be presented.

3. If you open 8 rooms at one time on the night of New Year's Day, you will get a ticket for 2xxx years.

Advertising methods of intransitive verb activities;

1, advertisement:

(1) There are three POP billboards: one in the lobby, one in front of Chinese food and one in front of western food. Mark a piece of cloth and put it in front of the hotel. The content is: meet 2xxx, meet xx!

(2) Design and make 1000 color leaflets (specific content samples are attached).

(3) Design and make breakfast coupons for western food (western food comes with breakfast coupons).

(4) Design and make house vouchers.

(5) Design and manufacture cash coupons.

2, word-of-mouth publicity: sales

Departments and business departments, mainly sales departments, supplemented by various business departments.

3. SMS promotion: The sales department and the managers of the sales departments send the information of this activity to customers by SMS, so as to promote and attract customers' consumption.

Seven, site layout:

1, around the hotel:

(1) In the green plant area directly opposite the gate, make a 2xxx countdown.

(2) Red lanterns are hung at the entrance and west door of the hotel to set off the festive atmosphere.

(3) Decorate "Happy New Year's Day" directly opposite the hotel gate.

2. Hall:

(1) There are three X-shaped booths in the lobby of the hotel (2xxx Expo schedule, one for the whole journey). )

(2) Decorate "2xxx Expo Haibao" and related ornaments on the basis of the original Christmas house.

Eight. Division of responsibilities and completion time:

1, Chief Commander: Chief X.

2. General Executive and General Coordination: Vice President X.

3. Layout (completed on February 28th, 65438, 2xxx): cooperation between marketing department and various departments.

4. Planning and publicity (completed before10.30,165438,2xxx): The marketing department is responsible for the design and production of all kinds of advertisements and tickets.

6. Procurement (completed before 65438+February 1 2xxx): The finance department is responsible for the procurement of related items for this event, and the artists will follow up.

Note: Expo tickets need to be followed up by the Finance Department to ensure that the tickets can be delivered to the guests smoothly on the same day.

IX. Purchase Order:

1, part of Haibao;

2. Some World Expo souvenirs;

3. Multiple Expo tickets (need to be booked in advance);

4. Three X-shaped booths;

5, cloth label;

6. Color flyers

X. cost budget:

1, around Haibao 650 yuan;

2. Some Expo souvenirs are about 1 1,000 yuan;

3. Some Expo tickets cost about 3,000 yuan;

4. Three "X" booths are about 180 yuan;

5. Deploy a treaty 70 yuan;

6. Color flyers around 550 yuan.

Total: 5450 yuan

Theme Hotel Marketing Scheme 5 Activity Time:

65438+1 October12 pm1(for comments) Activity theme: "Celebrate 2xxx New Year's Day, love me X"

Activity purpose:

In order to celebrate 2xxx New Year's Day, strengthen the communication between hotel employees and enhance the cohesion of the hotel. Holiday Inn Lido Office decided to hold a New Year's Day get-together on 1 October1Sunday evening at 2 1 with the theme of "Celebrate 2xxx New Year's Day, love me X" to provide a broad stage for our holiday hotel employees to display their talents. I also hope that through this party, everyone can do a better job together and do a better job for our "home". Make the following arrangements for the planning and preparation of the party: (Note: all departments of the hotel are required to make programs)

Program list:

(1), the host's opening remarks: First of all, thank you for coming. New Year's Day is the beginning of a new year. I wish you all the best in the new year. I hope everyone will have a good time at the New Year's Eve party. Leaders and colleagues: Good evening! Time flies, the glorious 20 15 year is about to pass, and 20 16 year is full of hopes and challenges. The employees of our Holiday Inn gather here to celebrate the coming New Year's Day!

(2) Introducing the guests present: Speech by the leaders of Holiday Inn (soliciting opinions)

(3) Program sequence at the beginning of the program: for example:

1, solo "xx" Performer: xx Prop: A microphone

2, solo "xx" performer: xx props: small microphone.

3. "xx" performer: XX

4. Drumming and passing balloons

Props: drum music, 6 balloons, program notes.

5. Solo xx Performer: xx

6. Table tennis run

Props: 12 wastebasket, 6 balloons, 120 balloons, 6 quiz questions.

7. Action simulation props: schoolbag and 8 stools.

8. Song relay props: six songs

9. lucky draw

Props: lottery box, two decks of playing cards, 3-4 stools.

Note: the first stage: party activities mainly based on fun games;

Activity content:

5-6 fun games that are simple, interesting, competitive and with strong audience participation (such as beating drums and passing balloons, simulating actions, running with the ball 100 seconds, etc.). ), including 3-4 popular small programs (such as break dancing, guitar playing and singing, songs, etc. ) interspersed, and the first, second and third prizes were drawn every half hour during the activity. Every student who takes part in the competition will get corresponding prizes according to his competitive achievements. Scene layout:

1. In order to improve the participation and competitiveness of the game, the scene will be divided into six groups according to the position of tables and chairs.

2. At the party, there are service personnel carrying trays to add fruits, drinks and snacks to everyone.

Game items:

Drums and balloons. Six times, the specific number is decided by the host according to the number and atmosphere present at that time. The scene begins with passionate drum music (you can consider using background stage drum music), and balloons are passed by hand in the audience. When the music stops suddenly, whoever is blown up by balloons or balloons must perform a small program on the stage. If the balloon falls into the stadium to form a dead ball during the process, the last person who touches the balloon also needs to perform the procedure (the host must pay close attention here, otherwise it may be unclear). Finally, these six people performed the program alone.

Props: drum music, 6 balloons, program notes.

Prize budget: people who perform programs get prizes (towels, toothpaste, toothbrush, soap, shampoo);

Budget: Balloon (RMB) food (sugar, sunflower, peanuts), prize (RMB) banner (RMB) and other budgets are around 350 to 400.

Note: (The above activity planning scheme may be incomplete or incomplete in some places, depending on the actual situation of the hotel. ) "celebrate 20 10 new year's day, love me x" new year's day party!

A. VIPs participating in the event take a group photo with the painter.

B, xx hotel style (employees, bosses, social activities, such as leaders' visits, enlarged donation receipts, honors, etc. )

Photos and certificates of important people interviewed (the interviewer agrees to do so)

Back cover: Like the back cover, add the print numbers of the contact tools such as address, telephone number, website address, email address and QQ: all participants must have them. Other conditions can be determined.

News dissemination of the event: after the event, you can entrust a news unit to report on the topic of xx Hotel paying attention to cultural construction.

Theme Hotel Marketing Planning Scheme 6 Theme Cultural Marketing

Theme culture is a deep-seated thing to guide consumers' buying behavior, which consciously or unconsciously affects people's consumption behavior and content in restaurants. The theme culture takes the theme product as the carrier, and is expressed by means of manners, systems, behavior patterns, consumption procedures, cultural atmosphere formed by colors and sounds. As a higher-level theme marketing method, the focus of theme culture marketing is no longer a specific product or brand, but the culture contained in the theme. Its fundamental purpose is to satisfy people's inner desires and needs through well-designed theme products and appropriate theme promotion activities on the basis of understanding the influence of a certain culture on customers' consumption behavior, so that customers and restaurant operators can achieve a spiritual harmony, and customers can obtain not only a material benefit, but also a cultural exchange and spiritual pleasure in the consumption process.

The core problem of theme culture marketing is how restaurants can achieve cultural harmony with customers, so as to enter the hearts of customers, which is actually a question of cultural affinity. Restaurants can improve cultural affinity in the following three ways:

(A) dig deep into the cultural connotation of the theme

The theme itself is a culture. If you choose a theme, you choose to run a text.

Change. The implementation of cultural marketing strategy requires that this culture should be reflected not only in the product itself, but also in the whole process of restaurant value chain. Therefore, on the basis of product differentiation, restaurants should pay attention to the cultivation of deeper cultural connotations, explore culture scientifically and artistically, and make efforts in market research and prediction, market positioning, product development, pricing, channel selection, promotion and service provision.

In every process, we actively carry out cultural infiltration, improve cultural content, and establish a brand-new interest relationship among restaurants, customers and the public with culture as the medium.

(2) Theme brand culture.

On the basis of successfully shaping the theme brand, restaurants must also be good at borrowing the power of culture.

Through publicity, such as enthusiastic about public welfare undertakings, issuing public service advertisements, actively participating in environmental and ecological protection, developing green products, advocating green services and other measures, we can establish a good social image, gain public trust with the cultural appeal and affinity of noble culture, and then gain recognition.

(3) internal marketing culture innovation

Culture depends on the service activities of restaurant staff to extradite and spread. In this sense, employees are one of the important carriers of theme culture. Therefore, restaurants can only provide reliable backing for effectively exploring the external market if they do a good job in serving internal employees, use cultural power to influence and influence employees, and establish the cultural marketing awareness of all employees. Theme restaurants are the product of the times. As a new catering business format, theme restaurant will be further developed in the future. Bright theme features and strong cultural connotation will be the eternal pursuit of theme restaurants. Theme restaurants should rationally use the marketing strategies of theme products, theme brands and theme culture to create living conditions and development advantages.

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