Hotel marketing thesis

Hotel industry is the earliest open industry in China. With the vigorous development of tourism, the hotel industry in China will get greater development opportunities. The following is my thesis on hotel marketing for your reference.

Model essay on hotel marketing 1: Research on practical teaching mode of hotel marketing Abstract: The focus of talent training mode in higher vocational education is practicality, openness and professionalism in the teaching process. We should take the combination of work and study as an important breakthrough in the reform of talent training mode in higher vocational education, and actively promote the learning mode of combining productive labor with social practice. This practical teaching mode brings new opportunities for the teaching of hotel marketing course, and also opens up new ideas for the practical course of hotel management specialty.

Keywords: hotel marketing; Practice; model of instruction

China Library Classification Number: G7 18.5 Document Identification Number: A.

Article number:1005-913x (2013) 02-0140-01.

Hotel marketing is a professional basic course for hotel management majors. Its main purpose is to make students understand the basic knowledge of hotel marketing, and to require students to establish a customer-oriented marketing consciousness, and to have job skills such as hotel market research, market environment analysis, marketing planning, product design and public relations sales. From the previous teaching process, on the one hand, the traditional curriculum model is too rigid to train professional hotel marketers; On the other hand, students lack practice in school, and the examination method is mainly theoretical examination. Practice teaching can not be well applied to teaching, which directly leads to students' poor practical ability.

The Ministry of Education put forward in "Several Opinions on Improving the Teaching Quality of Higher Vocational Education in an All-round Way" that the focus of the talent training mode of higher vocational education is the practicality, openness and professionalism of the teaching process. We should take the combination of work and study as an important breakthrough in the reform of talent training mode in higher vocational education, and actively promote the learning mode of combining productive labor with social practice. This practical teaching mode brings new opportunities for the teaching of hotel marketing course, and also opens up new ideas for the practical course of hotel management specialty.

First, the application of practical teaching mode

Hotel marketing breaks the traditional classroom teaching mode and moves some classrooms to campus? The leisurely cafe of the university? Teachers teach at the training site as instructors of students' marketing skills. In the teaching process, they try to simulate the future work process of students in the hotel marketing department, so that students can exercise and complete future tasks in their studies. Students practice while learning, carry out the marketing work of coffee shop products according to the real marketing process, and learn in the real working situation. Is it finished? Literacy and expertise, knowledge and ideas, ability and technology, training and certification? Construction of multi-functional productive training base on campus.

Second, the integration of teaching content and practical training.

(A) the choice of teaching content

According to the teaching objectives of this course, the course group chooses the teaching content according to the students' real marketing positions (marketing specialist, marketing clerk, marketing manager) and job responsibilities in the hotel. In order to shorten the distance between the goal of talent training and the cognitive requirements of students' employment groups, the requirements of vocational qualification standards are appropriately supplemented to reflect? Learning is work, and work is learning? The concept of vocational education.

(B) the design of teaching content

The course group divides the hotel marketing course into theoretical teaching and practical teaching. In the course of course content design, the most important process of hotel marketing is commodity market research. Write a research report? Find the right target market? Create hotel products? Set the price of hotel products? Establish sales channels and? The leisurely cafe of the university? What to do in combination with production tasks? Integration of learning and doing and situational learning? .

(C) Teaching process design

According to the contents of the above projects, the author will design practical teaching and choose the practical tasks in the fourth project. Taking the product design of coffee shop and hotel as an example, the teaching process is designed through the following links.

Preparation: Divide the students into groups and prepare papers, pens, etc.

First, introduce the course and put forward the task? Design a coffee shop product. According to the actual tasks completed in the last few classes, we have positioned the target market. Teachers and students of the school and the owners of their families. Design a coffee shop product according to the above market positioning. Requirements: drinks+fast food, with strong operability.

Second, plan. Students can make a product design plan according to the market research information collected in previous classes, and fully consider the specific situation of coffee shops in combination with the school lunch peak or some large festivals.

Third, make decisions. Choose the best one from the above plan and proceed to the next step.

Fourth, implementation. The students began to finish the task. After mastering the assigned tasks, each group of students will do the actual operation in the coffee shop and complete the product design. (My classmates all worked as interns in cafes in their freshman year, so they have a good operating foundation. ) and conduct a live demonstration in the coffee shop to explain the nature and characteristics of the product.

Fifth, control. In the process of students' live demonstration, students and teachers in other groups supervise and control, write down the irregularities in procedures and professional etiquette, and put forward them in the evaluation.

Sixth, evaluation. Each group evaluates the members of the group according to their performance and evaluates each other. Instruct teachers to comment, correct, demonstrate and practice students' performance, and finally make assessment scores, which will be included in the assessment system of the whole course as unit tests.

Third, the evaluation of teaching effect.

First of all, teachers practice teaching in the coffee shop, taking students as the main body, so that students have the opportunity and ability to operate. On the one hand, brain analysis can mobilize students' learning enthusiasm, make students change from passive learning state to active learning, and improve students' learning interest; On the other hand, it can also enable teachers to accurately locate the combination of theoretical teaching and practical teaching in the process of participating in social practice, and improve teachers' practical operation ability.

Secondly, hotel marketing originates from practice and is applied to practice. Therefore, students' marketing ability is not taught, but cultivated. Through the practical teaching in the coffee shop, we can perceive the hardships of marketing work and the complexity of product design in advance, adapt to the future hotel working environment, and let them become successful hotel marketers.

Third, the assessment method has changed from the original paper assessment to a combination of process and summative assessment. Students' work tasks are graded by classmates, teachers and consumers.

Fourthly, the practical projects accepted by students are closely combined with the production and marketing of corresponding products in coffee shops, which drives students to complete their professional study in the form of tasks. Each teaching process takes the specific work process as the object, and carries out market analysis, research, writing research reports, marketing planning, etc. All the links are centered on real business, and the business is updated with the constant changes of the market. The coffee shop products designed by students' practical courses have become campuses? The leisurely cafe of the university? The main products of.

References:

[1] Deng Qingnan. Reflections on the construction of productive training base for hotel management specialty [J]. Journal of Chengdu Institute of Electronic Machinery, 20 1 1( 1).

[2] Yan Xu. Reflections on the practical teaching mode of marketing specialty in local universities [J]. Journal of Hubei University of Economics, 20 10(7).

[3] Yang Yun. On the Construction of Practice Teaching System for Hotel Management Specialty [J]. Journal of Taiyuan City Vocational and Technical College, 20 12(5).

Model essay on hotel marketing: the role of marketing in hotel management Abstract: Hotel industry is one of the earliest industries in China. With the vigorous development of tourism, the hotel industry in China will get greater development opportunities. 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 hotels profitable, especially for budget hotels. This paper analyzes the present situation and existing problems of budget hotels in China, and further puts forward corresponding countermeasures, hoping to have some reference for peer managers and other hotels' marketing.

Keywords: budget hotel; Marketing; Problems; Countermeasures

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Marketing is a kind of market operation activity of the hotel, that is, the hotel comprehensively uses various scientific market operation means to sell goods and services to consumers to meet their needs. For hotels, especially budget hotels, marketing is an important part of business activities. By studying the needs of guests, we can promote the growth of hotel customers, develop potential markets, and then improve the hotel's income.

This paper will take economy hotels as an example to discuss the role of marketing in China's hotel industry, analyze its present situation and existing problems, and put forward corresponding countermeasures.

First, the characteristics of budget hotels in China

(1) Management structure: streamlined and efficient.

Economy hotel pursues the people-oriented management concept, emphasizing? An expert can do many things, and a person can do a lot of work? For example, four-star and five-star hotels have deputy positions and six management levels, while budget hotels have 1:0.4, which not only simplifies the organizational structure but also reduces the cost of human resources. This is also an innovation of personnel management in budget hotels: in this labor-intensive industry, the organization is streamlined by reducing manpower, and at the same time, talents are recruited flexibly according to market demand.

(B) Business model: cost-saving, cost-effective, suitable for chain operation.

The so-called high quality and low price means that in countries with mature hotel industry, budget hotels have few investment standards and supporting facilities. In terms of essential items and basic services, it should be consistent with the level of high-end hotels, and its basic management service quality cannot be reduced. The price of budget hotel is not high, but it is clean, comfortable, safe and affordable, with preferential price and excellent service as the biggest selling point. Generally, chain operation, joining and other forms are adopted to realize brand extension, and chain stores have unified brand image, unified service standards, unified material distribution and unified market promotion.

Second, the analysis of the problems existing in the marketing of China's budget hotels

(a) Incomplete market segmentation.

Due to the late start, many hotels do not divide the target market carefully enough, resulting in overlapping markets. According to foreign development experience, there are three types of budget hotels: limited service hotels, budget hotels and low-cost hotels. Limited service hotels are high-end, budget hotels are mid-range, and low-cost hotels are the lowest. The prices of these three levels of hotels vary greatly, and the gap in hardware facilities is also great. The guest room hardware facilities of limited service hotels are no less than those of four or five-star hotels, while the guest room facilities of some low-cost hotels are relatively simple. However, there is no clear product grade in China market at present.

(2) Lack of professional marketing talents.

Experience has proved that budget hotels are more suitable for chain operation. However, the training system of domestic hotel schools is almost all around the operation and management of single hotels. Therefore, talents with knowledge and skills of hotel chain operation are extremely scarce. The selection mechanism of state-owned hotel operators is not perfect, which makes the professional managers of budget hotels lack the soil to produce, and few talents are proficient in chain operation and hotel management. In addition, in the past, hotel talents in China were trained according to the service standards and characteristics of high-star hotels, which could not meet the skill requirements of one person with multiple posts.

(3) Lack of marketing means and imperfect sales reservation network.

Compared with foreign brands, domestic budget hotel brands lack the awareness and means of marketing. Many budget hotels are not well-known and their brand image building is unsuccessful. Due to the limitation of funds and the quality of operators, more hotels are in the stage of self-exploration. Most hotels still don't pay attention to market differentiation and the development of characteristic products, and still face the vast market with popular products. In addition, except for a few hotels such as Jinjiang Inn and Maojia Express, which have built independent sales reservation networks and telephone centers, many other hotels mainly rely on professional reservation centers and travel agencies for room sales. Even if there is a predetermined network, its technology and efficiency are not high.

Third, the marketing strategy analysis of China budget hotels.

(A) change the marketing concept, innovative marketing model.

1. Internal marketing, full participation.

Hotel internal marketing is the promotion of all hotel staff, the continuation and extension of hotel marketing, and the best form to save marketing costs. On the one hand, internal promotion is the promotion of guests or old customers who have already checked in, and stabilizing existing customers means stabilizing existing market share. On the other hand, internal promotion does not need full-time staff, which is easier and more convenient than external promotion activities. From the general manager to the waiter, from the front desk to the background, everyone can participate, and the hotel staff are all voluntary salesmen. As long as the enthusiasm and initiative of all staff are mobilized and some methods and skills are properly mastered, the hotel will form a strong internal sales force.

2. Relationship marketing, moving customers.

The purpose of hotel relationship marketing is to improve the loyalty of frequent customers and consolidate market share. The common means in hotel relationship marketing are: frequent guest discount, quick check-in/check-out, recording the past information of frequent guests and providing personalized hotel services. Personalized service experience will leave a deep impression on guests. The hotel regularly contacts the selected customers to understand their opinions and suggestions on the service work, which will make them think that the hotel is a member of their own network, feel close, and need to subconsciously choose a hotel when they spend money in the hotel.

(B) a reasonable combination of hotel marketing strategies.

Professor McCarthy, an American marketing scientist, divides marketing elements into four categories: product, price, place and promotion, and mainly studies how to expand the market. Because the initials of these four elements are all p, they are called 4P for short.

1. product strategy.

Economy hotels are expanding rapidly in China, and the homogenization competition is very serious. Market segmentation is an inevitable trend. The exclusive development of economy hotels driven by product differentiation can avoid vicious price competition brought by homogenization, turn the potential needs of different consumers into real needs, thus forming a detailed professional market, making the product forms of economy hotels richer and the market competition standardized and orderly. Although the services provided by budget hotels are limited, it does not mean that their products are simple or rough. Budget hotels need to refine the target market, determine whether their target customers are business guests or tourists, analyze their psychology, carefully study their consumption needs and provide them with the most suitable products and services.

2. Pricing strategy.

Economy hotels can neither simply emphasize profitability and ignore the market and competitive situation, nor fall into a price war in pursuit of market share. Price strategy is one of the important marketing strategies of budget hotels. On the basis of cost, hotels need to set flexible prices at different levels for each market segment according to the season, so as to finally achieve marketing goals.

3. Marketing channel strategy.

Network is a good information platform, which accelerates the communication and exchange between people. Hotels promote corporate image through the Internet, which is faster, clearer, more comprehensive and more interactive, and makes hotel services tangible. Using multimedia technology, hotel facilities, indoor environment decoration and various special services can be dynamically displayed on the Internet. Guests can get to know the hotel more quickly and get intuitive and visual service at home without leaving home.

References:

[1] He Yongqi. Zhang Chuanzhong. Marketing [M]. Dongbei University of Finance and Economics Press, 2003, 278-283.

[2] Huang Zhu. New concept of hotel marketing: differentiated marketing. Journal of Business Economics [J], 2007, (1).

[3] Shi Tonghe. On the Ways to Reduce the Cost of Economy Hotels [J]. Shenyang: Liaoning People's Publishing House, 1982(5).

[4] Li Zhou. On the Development Opportunities and Business Models of Economy Hotels [J]. Cultural Exchange of Science and Education, 2008( 12).

[5] Zhang. Competitive Strategies of Economy Hotels —— Taking Maojia Hotel Chain as an Example [J]. Modernization of Shopping Centers, 2008 (9): 12.

[6] Zhang hui Choice of competitive strategy for budget hotels [J]. Commercial Modernization, 2005( 1).