A paper on the theme of hotel marketing

All the business activities of the hotel are centered around consumers. In other words, hotels should first conduct a full investigation of the market, and then choose the target market that suits them. The following is a paper on hotel marketing that I recommend to you. I hope you like it!

The first paper on the theme of hotel marketing

Marketing strategy of modern hotels

Abstract: With the development of social economy, the hotel industry is facing unprecedented development opportunities and increasingly fierce market competition. Therefore, it is very important to do a good job in hotel marketing. Based on the analysis of the existing problems in modern hotel marketing, this paper discusses the marketing strategies of modern hotels.

Keywords: hotel, marketing strategy

China Library Classification Number: F406. 1 1 Document Identification Number: A document number.

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.

First, the problems of modern hotel marketing

The management concept of 1 is backward, and the brand competitiveness is not paid enough attention.

Although the hotel industry is one of the earliest investment fields in China, due to technical and institutional reasons, the management concept of hotel enterprises in China is backward and the brand competitiveness is not paid enough attention, which is manifested as follows: First, the hotel brand image is vague. Hotel brand image is the impression of hotel brand in the eyes of consumers, and it is a powerful driving force to urge consumers to buy hotel products. Having a good and clear brand image is the basis of realizing brand competitiveness and the source of attracting consumers quickly and persistently. However, the promotion of hotel brand image to sales in China is limited.

The degree of informatization and networking in the industry is relatively low.

Informatization and networking are the general trends of economic and social development in the world today, and information technology has become an important force affecting human life and economic activities. The application of network has become a revolution in hotel management. Internet marketing? A brand-new concept of hotel management. In this context, the degree of informatization and networking of China's hotel industry is relatively low, resulting in low management efficiency and economic benefits. On the one hand, due to the unsmooth information, many hotels are seriously short of customers, and the vacancy rate of rooms is rising.

3 imbalance between supply and demand leads to vicious competition

On the one hand, China's tourism and hotel industry has entered the buyer's market, and hotels have entered the era of meager profit. A considerable part of hotel marketing management still stays in traditional marketing methods such as teamwork, signing contracts or simple promotion and low-level price reduction. Lack of market analysis and market positioning of their own hotels, or lack of in-depth analysis and inaccurate positioning, make the hotel management strategy vague. On the other hand, the scale of China's tourist hotel industry is increasing at an annual rate of nearly 10%, resulting in the continuous growth of the total supply of China's hotel industry and the unreasonable supply structure, and the average profit of the hotel industry is declining. Moreover, the main focus of hotel management and sales is to understand how competitors compete with their peers in terms of scale, price, service and culture, so as to artificially reduce the tourist market of our hotel.

4 hotel industry marketing awareness is weak

A recent survey on hotel marketing shows that 60% hotels don't know how to formulate the overall marketing strategy of enterprises; 50% hotels don't know how to make sales policies; 70% hotel decision makers don't know how to start when building enterprise marketing network; 55% hotels don't understand marketing management; 40% hotels can't analyze the competition pattern and don't know what kind of competition strategy to adopt; 45% hotel decision makers do not have enough scientific market research knowledge; 35% hotels are vague about their own positioning; 40% hotels are difficult to manage and control prices; 45% hotels can't handle the relationship between long-term strategy and short-term benefit; 40% hotels have difficulties in integrating advertising, public relations and promotion strategies. These data show that the current marketing situation of the hotel industry is still in its infancy.

Second, the marketing strategy of modern hotels

1. Strengthen hotel network marketing.

The Internet has brought a lot of convenience to our life. It allows us to know the first information at the first time, so that communication spans space and forms interaction. At the same time, informatization has also caused a revolution in the hotel industry. Internet marketing? Brand-new management concept has gradually become the most effective, convenient and economical marketing method for hotels, and websites specializing in online booking such as Ctrip and E Long have emerged. Most hotels have their own websites at present. However, the content of most websites still stays in the introduction of hotel facilities, and the online booking function is not strong. The guests of the hotel network mainly come from Ctrip. After all, Ctrip's booking price is low, booking is convenient and optional. The general hotel website booking can't be compared at all.

2. Strengthen hotel personality marketing

Now people's consumption concepts and needs are constantly changing, and consumers have changed from unified consumption and standard consumption to personalized consumption. Therefore, on the basis of satisfying customers' sexual needs, hotels should actively provide differentiated services to customers according to their individual characteristics and special needs, so as to make customers feel proud and satisfied, leave a deep impression, win customers' loyalty and become repeat customers. In the final analysis, the personalized needs of guests are a feeling of being respected and satisfied, such as calling guests by their first names when registering; Guests arrive in the guest room and see their favorite food and magazines; When guests leave the hotel, the hotel will send a special message to greet them. Personalized service is not how much discount the hotel gives to the guests, but to understand the needs of the guests and provide them in time, so that the guests feel that they have enjoyed it? Services specially provided for me? . In order to provide personalized service, hotels need to do a good job, not only to establish a perfect customer database, fully understand the guests' occupancy habits, but also to pay attention to the new needs of guests and create new surprises for them.

3. Strengthen the hotel's internal marketing

Form a good competitive incentive mechanism within the enterprise, mobilize the enthusiasm and initiative of all employees, so that each employee can actively serve the guests, observe the situation of the guests at any time, communicate with the guests naturally and harmoniously, and improve appropriately. For example, when the guests check in, the receptionist loses no time to introduce the local tourist attractions and places of interest to the guests, and arrange the activities of the guests as much as possible in order to prolong their stay; The bellboy can take advantage of the opportunity to carry the luggage for the guests and deliver it to the room, introduce the various service facilities of the hotel according to the guests' hobbies, and promote the hotel products. Restaurant waiters actively and enthusiastically help guests choose foods that suit their tastes, recommend restaurant specialties, and let the promotion activities go on unconsciously. In this way, the hotel will form a strong internal sales force.

4. Strengthen hotel low-carbon marketing

Hotel cancellation? Six pieces? Although controversial, there is no doubt about the arrival of the low-carbon era. China Hotel Association established the National Hotel Association as early as 200 1. Green hotel? Standard, put forward the basic conditions and management requirements of green hotels. Specifically, using the green concept, we should do a good job in green hotels from eight aspects: green sales, water conservation, energy management, environmental protection, garbage management, green rooms, green catering and green management. But in the true sense of low-carbon marketing, hotels should not only do the above eight aspects well, but more importantly, guide customers to make low-carbon consumption, so as to fully implement low-carbon services.

Three. abstract

With the enhancement of China's comprehensive strength and the development of tourism, internationally renowned hotel groups have set foot in the China market, and the development of domestic hotel industry is getting faster and faster. How to strengthen the marketing strategy of hotels in China, how to attract tourists and enhance the competitiveness of hotels is the primary problem that every hotel is actively considering, and marketing strategy is the top priority of hotel strategy. Tourist hotels must arm themselves with scientific and advanced hotel marketing in order to promote the rapid development of China's hotel industry towards a healthy and orderly track.

References:

[1] Sun Zhen. On Modern Hotel Marketing [J]. Industry and Technology Forum, 20 10(03).

Sydney. Study on Marketing Strategy of Business Hotels [J]. China Commerce and Trade, 20 1 1(05).

The theme of the second paper is hotel marketing.

Market Strategy Analysis of Economy Hotel

As a budget hotel, Zhihuijia hotel chain is gradually opening up Xinyang market to learn more about how customers get commodity information, their consumption habits and their follow-up evaluation. In order to save costs, improve occupancy rate and brand awareness, and adjust business strategies in time according to their own status quo.

Keywords market segmentation; Marketing strategy; Zhihuijia chain

Wisdom Hotel Chain is gradually exploring Xinyang market. As a budget hotel different from traditional hotels, Zhihuijia hotel chain has its own unique competitive advantages: geographical advantages: it is located at the intersection of Xinyang transportation (railway station and bus station), Shang Chao (Wal-Mart, Tianrun Plaza) and finance (ICBC and Agricultural Bank); High product recognition: stylish and personalized room design (warm small apartment) and high comfort (tatami); Cost-effective ratio: segment the market and lock in the core customer base. As a new intellectual painter, he is always tested by the market.

However, everything has two sides: the superior geographical location can certainly bring convenience to customers, but the related expenses such as store rent will inevitably lead to a large increase in hotel operating costs and so on. These practical problems are experiencing the growth of young smart families all the time! Studying the consumer behavior of Zhihuijia hotel chain is conducive to maintaining communication with customers and the market, obtaining real-time and fresh first-hand information, and improving the marketing and decision-making ability of enterprises. Only when managers and operators make reasonable decisions can they save costs and improve occupancy rate and brand awareness. Therefore, studying the consumption behavior of Zhihuijia Hotel will play a very good role in promoting the development of Zhihuijia Hotel!

First, consumer market segmentation.

(A) scattered tourists

The demand of such customers is to be able to use the guest room as a transit point on their journey. After relaxing, customers will continue on their journey. Because this kind of tourists come from all over the world, they will not stay for a long time, and their consumption has the characteristics of randomness in choosing to stay, uncertainty in age and long consumption cycle. However, if consumers agree with the brand of the business, then their consumption behavior will be loyal, that is, they will continue to consume this kind of goods until this kind of goods.

(2) Business travelers

For business reasons, they often travel from place to place. Once they decide the foothold of their business, their sustainable consumption ability will be enhanced and their loyalty will be high.

(3) Young lovers

This kind of customers can be clearly distinguished from the age level, that is to say, the characteristics of younger customers are obvious. However, such customers can be broken down by gender, location and income:

1. Young male customers with fixed income from the city. This kind of customers have stable income and many choices of goods. They are full of love and convey their love to each other, and they will take rational actions when buying. Through the analysis of this kind of customers' consumption behavior, we can clearly understand their consumption needs: young male customers with fixed income from cities are willing to spend different rooms at different prices after establishing brand identity, and the consumption cycle will be much shorter than that of customers on the road before, and their consumption behavior has the characteristics of persistence and stability.

2. Young female customers with fixed income from cities. Such customers also have stable income. Compared with male customers, this kind of female customers will be more likely to purchase from the emotional point of view: they pay attention to room hygiene, facilities and service quality, and at the same time pay more attention to choosing beautifully decorated, novel and warm room types. Interestingly, when the above two kinds of customers appear at the same time, the buying and consuming behavior of male customers will be greatly influenced by female customers. For example, in the face of our promotional activities, male customers are generally not affected by price factors, they will pay more attention to product quality, service and so on, and they will join this promotional activity because they try new products. Female consumers will consider the applicability of the room and whether to join the promotion after completing the consumption behavior.

3. Young men and women from cities with unstable or no income. This kind of customers are limited by economic income, and the impact of house prices on their consumption behavior will be particularly obvious. In other words, they are more sensitive to price, and will give priority to the price factor while meeting their own needs as much as possible. This kind of customers are similar to those in tourism customers, such as long consumption cycle. However, if they establish a recognition of our brand, they will choose a lower-priced room type and continue to stabilize consumption, which means that a kind of consumption will change with their age, income growth and changes in consumer demand.

(4) Migrant workers

This kind of customers are similar to the former and are more sensitive to price. They often look for cheap rooms. If the above conditions are not met, most of them will choose another place to live. The consumption demand and purchasing power of migrant workers are not as good as those of other customers mentioned above, with random consumption characteristics and long consumption cycle.

In the online sales part, consumers are roughly divided into online sales platform customers and group buying platform customers. The customers of these platforms have the following characteristics: young people account for a large proportion, customers are keen to pursue new things and are price-sensitive. This kind of customer is about to enter the work or just work, and has a certain income. Before establishing the awareness of commodity brands, their consumption behavior is blind and random. After establishing the loyalty to commodities, its consumption behavior has the characteristics of short consumption cycle, keen to consume more fixed commodities and strong sustainable consumption ability.

Second, the actual market situation of Zhihuijia Chain

(A) ways for customers to obtain commodity information

Combined with daily sales work, a targeted questionnaire can be made. According to a recent questionnaire survey, the ways for customers to obtain our commodity information can be roughly divided into the following categories.

1. Word of mouth among friends (proportion: 26%)

2. Accidental street discovery (39%)

3. Conditional search during online shopping (10%)

4. Decisions made after comprehensive search and comparison of various products (accounting for 25%)

From the above data, we can clearly see that the proportion of individual customers is still relatively large, and the proportion of online sales is relatively small. How to turn individual customers into members with strong sustainable consumption ability as much as possible and enhance our own brand awareness has become an important proposition.

(b) How do customers consume our products?

Our guest rooms are equipped with basic facilities, such as disposable consumables for customers. By analyzing the use of basic facilities, we can feel the customer's recognition of our guest room facilities and hygiene. It can be seen from the above questionnaire that 75% of customers think it is necessary to equip rooms with disposable consumables, 13% think it is not important to equip rooms with disposable consumables, and 12% will choose to bring their own daily necessities according to their own needs. When analyzing the causes of towel pollution and loss reporting, we can see that up to 59% of towel pollution and loss reporting are actually due to customers throwing them on the ground to clean their shoes! Then we should think deeply about this question: Why do customers use our towels like this? Some people may say that this is related to the low quality of customers! If you say so, it's too subjective and arbitrary. Of course, poor quality will make our towels not easy to use, but if we put aside subjective inference to analyze, we will feel how ridiculous our words are. Speaking of which, it is related to another important content. Why do customers consume our products like this? Look at their follow-up evaluation and you will know a thing or two. (3) What is the customer's follow-up evaluation of us?

Through the customer evaluation of our store in a group buying platform for nearly half a year, we can see that the proportion of favorable comments is 87%, the proportion of moderate comments is 7%, and the proportion of bad comments is 6%. By searching and classifying many keywords of customer evaluation, we can see that the first keyword is? Good hygiene? , accounting for 1 1%, followed by? Nice environment? (the ratio is 10%),? Nice room, huh (7.3%), good location, good? And then what? Good service? They all accounted for 6.4% of the total consumer evaluation, followed by? Nice facilities? 、? Convenient transportation? 、? Cost-effective? By analogy, the proportions of the above three are: 5.04%, 4. 1%, 4. 12% respectively. The above data is confusing at first glance, but the usage frequency of keywords in customer evaluation can reflect the consumer psychology of customers. According to the recent exposure of a well-known hotel chain brand in China by domestic media, customers are very concerned about the sanitary condition of guest rooms. From this point of view, it is not so much the poor quality of customers that leads to the poor use of linen as the general concern of customers about the sanitary condition of domestic rooms.

Third, the strategic adjustment of the intelligent painter chain.

(1) current situation

Judging from the current situation of Zhihuijia chain, consumers pay attention to room hygiene, space, design, facilities, location, sound insulation, human environment and so on while pursuing high cost performance. When the above conditions are not met, the follow-up evaluation of consumers will deter more new customers, so the follow-up evaluation of customers is very important and valuable.

(B) business strategy adjustment

According to the present situation, while pursuing the cost-effective ratio outside the room, we should put ourselves in the customer's living experience, pay attention to maintaining friendly and good communication with customers, find and deal with problems in daily work in time, and achieve early prevention, early detection, early reply and early treatment. Only in this way can we consider the actual needs of customers from the perspective of customer consumption and continuously meet the reasonable needs of customers.

(3) Looking to the future

Although Zhihua Home Chain is in the initial stage of Xinyang's career development, we believe that through the hard work and wisdom of our Zhihua family, we will definitely create a home belonging to our customers and employees with our smart hands. We will wait and see!

refer to

[1] Fu Guoqun. Consumer behavior [M]. Wuhan University Press, 2014,5.

[2] (America) Michael? r？ Solomon, Lu Taihong, Yang Xiaoyan. Consumer behavior [M]. Renmin University of China Press, 2014,7.

[3] Lu Taihong. A perspective of consumers' consumption behavior in China. Higher Education Press, 2012,6.

[4] "Consumer behavior-China consumer perspective" [M]. Lu Taihong. Higher education press 2013,8.