Brand planning scheme of FHD hotel.

Do it in all directions, starting with the name. Hotel image planning and promotion. It is very important to do sales, so that customers can feel your brand and grade.

Through this marketing plan, this five-star leisure business hotel with unique island planning and construction will play a unique competitive advantage in the industry. Its geographical location, which is at arm's length from the central city, allows guests to temporarily leave the hustle and bustle of the city and has its unique quiet and privacy; At the same time, with the support and help of the local tourism bureau and the government, we will occupy a new commanding height in the local market with the image of a high-end and exquisite international hotel, fully understand the "ocean" culture and "Buddhism" culture in foreign markets, and attract foreign business guests, tourists, leisure and holiday guests and conference guests to stay and spend here. We should make the catering distinctive, the guest rooms exquisite, and the marine service projects more thoroughly developed, so that the whole island is filled with a quiet, elegant and vibrant atmosphere, and the disadvantages of the corresponding inadequate hotels can also be transformed into competitive advantages.

At the beginning of the hotel's opening, problems such as low image exposure and inconvenient transportation can all be turned into advantages through careful packaging and efforts. The focus of our marketing planning is to make up for the lack of potential and form dislocation competition. The ultimate goal is to publicize the hotel in an all-round way based on the activities before and after the opening, so as to reach the level familiar to the audience and attract the attention of consumers. This will be a good situation for guests to fill the door, improve operating efficiency and climb the peak of social benefits after the opening.

Chapter two, planning content.

Determine the scale and function of the hotel and highlight the product features: 1. Island of honor.

The unique island hotel and the well-known "Radisson" brand, in fact, the conditions for hardware implementation have basically been met. * * * The luxury club of Radisson Holiday Inn can also become the unique top private club among the high-star hotels in Zhoushan. She will attract Sharp customers in the surrounding areas with high-quality service, perfect atmosphere and high-quality sales, which is a further extension of hotel services. At the same time, the membership system will be promoted and five-star VIP service will be implemented to enhance the value.

Second, the island of commerce.

Form an integrated service for business meetings, business tourism and business vacations.

The hotel is the first international brand five-star standard hotel in * * *. Not only has five-star facilities and equipment, but also Radisson has many years of management experience. "People-oriented" service concept and efficient, innovative and pragmatic management team can not only impress Zhoushan consumers with excellent service quality, but also attract guests from Ningbo, Hangzhou, Taizhou, Shanghai, Jiangsu and other places with brand effect, because the guests in these large and medium-sized cities are interested in it. Although the venue of the hotel is not as good as that of "* * *", and the number of rooms is not too much, the hotel's panoramic guests and excellent conference facilities will certainly attract high-end conference markets from other places, further subdivide the conference market, and get a slice of the conference service and operation.

Third, leisure island.

We can use the unique geographical location of the hotel as a selling point, and strive to fundamentally change the consumption concept of Zhoushan local high-end consumer groups. Let them know that spending on the island of * * is the real relaxation and dignity, and relative privacy can give full play to the advantages of the island. The phrase "going to * * Island" will become the buzzword and mantra of the upper class in this area.

Fourth, the island of gardens.

Through the design, construction and maintenance of the island's landscaping, landscapes and scenic spots, a garden-like beauty is formed. At the same time, the pavilions, rockeries, waterfalls, fish ponds and outdoor acoustics of the landscape are carefully treated, so that the flowers are fragrant in the * * * season, and the four seasons are lush and full of flowers, making it an excellent paradise for guests to walk and relax.

Chapter three, analysis of market situation.

One is the old three-star and four-star hotels in the urban area.

Advantages: It is well-known in Zhoushan, with good geographical location, convenient transportation, complete guest rooms and complete catering and conference facilities.

Disadvantages: In addition to enjoying a certain popularity in the local area, there are no brands in other areas such as Shanghai and Hangzhou, and the facilities and equipment have been renovated, but there is still a gap compared with the newly opened surrounding hotels. In terms of service quality, except for a few hotels, other hotels are deficient in management and service quality.

2. Newly opened three-star and four-star hotels in urban areas.

Advantages: These newly-opened hotel facilities and equipment are relatively new, with good geographical location, convenient transportation, complete types of rooms, and ordinary catering and conference facilities.

Disadvantages: Newly-opened hotels have no brand effect in foreign markets, are not well-known locally, and lack hotel management and service quality.

Three-star and four-star hotels in tourist attractions

Advantages: The tourism resources here are rich, attracting most tourists and business guests outside Zhoushan, especially Buddhist culture, which is very attractive to people at all levels in East China.

Disadvantages: Due to the restrictions of government policies, meetings are not allowed in scenic spots, especially in * * * scenic spots, which are mainly tourists and worshippers, so their tourist source structure is relatively limited, single, seasonal and off-season.

Chapter four, market source structure segmentation.

According to the hotel's unique geographical location and the analysis of the local (Zhoushan) market and the surrounding (Ningbo, Shaoxing, Hangzhou, Taizhou, Shanghai and Jiangsu) markets, combined with the fact that the hotel is the top-grade international five-star hotel, we can make full use of the hotel's advantages: top-grade room facilities, special catering, excellent conference facilities and rich entertainment and leisure facilities, and we can position the hotel as the top-grade boutique five-star conference and holiday hotel in East China.

The tourist source structure can be divided into:

1) Small and medium-sized high-end conference groups in East China;

2) National high-end tourism and holiday groups;

3) Zhoushan high-end personal business tourists;

4) the cutting-edge consumer groups in the upper class in this region;

5) High-level meetings of local enterprises;

6) High-level meetings of local government organs and high-standard reception arrangements.

Chapter five, promotion methods.

First, the pre-opening promotion method

1, online promotion

1) Hotel reservation:

Ctrip. Com, e dragon. Com and Zhoushan reservation. The above three appointments are all commissions, and there is no need to pay for the first delivery.

So-hotel: This website is the first interactive online hotel direct selling platform in China. It is a hotel direct selling platform, which provides direct transactions between hotels and customers. It breaks the traditional hotel reservation mode and is the most direct consumption reservation platform between hotels and customers. This reservation network does not charge commission, but charges an annual fee, which is divided into yuan/year according to the size of the hotel and the types of services provided.

2) Tourism intermediary network:

Tongcheng. Com, the largest travel agency network in China, mainly includes travel agencies all over the country. The hotel can let travel agencies all over the country know about our hotel conveniently and quickly through this platform (the cost is about RMB /4 years).

2. Exhibition promotion

1) 4.14.15: Shanghai 2007 Spring Urban-Rural Interactive Tourism Consultation Exhibition.

Booth fee:

Meal and travel expenses: arranged by the Municipal Tourism Bureau, and the specific expenses will be notified separately. Three people from our hotel will attend.

2) April 20th-April 22nd: China (Suzhou) Domestic Tourism Fair.

Booth fee: arranged by the Municipal Tourism Bureau, free of charge.

Meal and travel expenses: arranged by the Municipal Tourism Bureau, and the specific expenses will be notified separately. Three people from our hotel will attend.

3. Media (advertising) promotion

1) Determine the image advertising language and positioning advertising language: (1) Advertising language should provide customers with the market positioning information of the hotel. Advertising language should not only be concise and catchy, but also give people a kind of spiritual pleasure and enjoyment, so as to make the guests have affinity for the hotel, shorten the distance between the guests and the hotel, and also enhance the loyalty of the guests to the hotel.

2) Magazine publishing

(1) Magazine-This magazine was founded by the Consumer Council of * * * City, and is mainly distributed to governments, departments and service industries at all levels in * * * City. All public windows such as stations, airports and docks are free for guests to read.

One page inside is RMB yuan. After negotiation, our hotel only needs RMB yuan as the down payment, and the rest RMB yuan will be used as the consumption amount of magazines in our hotel after the hotel opens, and the hotel does not need to pay cash. In addition, the magazine agency needs to give the magazine 150 to the hotel and let them put it in our hotel rooms and business outlets for hotel guests to read for free.

② Magazine-This magazine is sponsored by the Municipal Bureau of Radio, Film and Television. It is a combination of pure advertising and travel notes. At present, the magazine has the highest circulation and the widest distribution channels among the existing essays of * * * *, and its distribution direction is for various organs, enterprises and institutions and various leisure and entertainment places. Publication fee: tentative annual quotation.

3) Outdoor advertising (partially quoted)

① An advertising signboard with an area of 120- 150 m2 shall be erected at Baifeng Wharf or Yadanshan Wharf respectively. The total price is about. * * Wharf is for business tourists coming in and out of * *, and * * Wharf is for guests coming and going from * * and * * counties and Shanghai in the future)

② Choose a "three-sided flip" advertising space in the urban area, with an area of about 120- 150 square meters and a price of about 10000 yuan; This kind of advertising form has never appeared in * * *, and it is more tasteful than traditional advertising billboards.

(3) The film and television media on the ferry.

(4) * * Direction signs from the pier to the hotel (* * *, near Keyuan Center of Huancheng South Road, along Dong Gang Road, the intersection of Huancheng East Road and * * * Road, from * * * Road to the vicinity of the hotel pier, the hotel pier and other places, six signs are set to guide guests into the hotel).

⑤ Design and advertising packaging of hotel wharf.

⑥ Advertising design of hotel traffic (advertising posters of cars and yachts can be made according to the requirements of VI).

4) Local news organizations

Advertise in different forms through local influential advertising media before opening and one month after opening;

(1) Cooperate with the brand column of TV station or participate in the advertisement of exclusive on-demand TV series; The form and price must be negotiated with the media (TV, as a high-end media, is consistent with the positioning of the hotel, and the columns must choose brand columns with high ratings and good reputation).

(2) Publish a series of advertisements and award-winning columns about hotels in a well-known local newspaper.

③ * * * * Art Radio: The broadcast time is 7: 30 am-8: 30 am-5: 00 pm, and the price is RMB per month (* * * Art Radio is mainly listened to by car owners during commuting hours).

④ Play a 30-second hotel advertisement on * * * "Voice of Traffic". The reason is the spread rate and popularity of the voice of traffic in the whole province, as well as the media broadcast that car owners especially like.

⑤ One week before the opening of the business, in an ingenious way, continuously publish progressive related suspense advertisements in the local daily newspaper to announce the opening ceremony;

⑥ Create news hotspots (project features, typical good deeds in preparation, social welfare activities, significance of opening to the city, etc.). ), and actively provide news clues for legal free advertising.

4, personnel promotion

1) one and a half months before opening, design and print advertising leaflets (5,000 copies), and organize marketing department and other personnel to visit and mail the enterprise.

2) Before the opening, the marketing staff will sign preferential consumption agreements with the target customers by telephone, fax, door-to-door visit and other means to promote our hotel membership card.

3) Make the envelope of the hotel so that the marketing department can mail the hotel brochure to the target customers before opening for use after opening.

4) Make a small souvenir with the hotel logo, which will be given by the marketing staff when the big customers visit before the opening, and can also be used in future marketing activities.

Two. Opening ceremony (specific plan shall be formulated separately)

It is an excellent opportunity for marketing activities to hold a grand and warm opening ceremony on the island to create momentum for the hotel's operation and expand its local popularity and reputation, so that the opening ceremony is not only a symbol of opening, but also a carrier of publicity and marketing.

We will rely on the government's great attention and support for the development of this project, focusing on the development of tourism, especially the development of the southern islands of * *. * * * As a real development project of the southern island of Zhoushan, Radisson Holiday Hotel has epoch-making significance, publicity value and demonstration role for Zhoushan's economic prosperity and tourism construction. Local government officials and local media can be invited to attend the opening ceremony, because this is not an ordinary enterprise behavior, but involves the government's policy decision-making, which has high political significance. After the celebration ceremony, please invite the participants to visit the hotel's operating facilities, taste banquet dishes and experience banquet services, so as to further strengthen the participants' personal experience of hotel products and achieve the purpose of cultivating potential customers and voluntary marketers.

Three. Schedule of opening ceremony activities

1. One month before the opening, design the ceremony flow and list, list the ceremony supplies of various departments and purchase them (advertising companies and VI design companies can operate together).

2. Send a ceremony invitation letter one week before the ceremony;

3, three days before the opening, began to decorate the environment and greening, layout;

4. Procedures and schedule of the opening ceremony

1) At 8: 00 a.m. on May 28th, a huge red curtain with the words "Opening Ceremony of Radisson Holiday Inn Phoenix Island" written in gold was hung outside the hotel pier. After the installation and debugging of audio equipment, a big red carpet was laid on the ground.

2) Set up a ceremony registration office in the lobby at 9: 00, including signature books, pens, brushes, corsage, guest ID cards, information kits, thank-you souvenirs, etc.

3) At 9: 20, all kinds of domestic and foreign journalists are in place, and the hotel office presents press releases to media reporters;

4) At 9: 30, the general manager leads the department manager to meet the guests on both sides in the lobby door;

5) At 9: 50, the participants of the ceremony will enter the venue (front row leaders, city leaders, leaders of industry authorities, chairman of the board of directors, foreign guests);

6) 10:00, the host (general manager) announced the opening ceremony, announced the main leaders and guests attending the ceremony, announced the ceremony procedures and played the national anthem (to be drafted);

7) 10:02, speech by the chairman of the hotel (the office prepares the speech one week in advance for review);

8) 10: 10, congratulations from the leaders of the industry authorities;

9) 10: 15, the city leaders left a message;

10) 10: 20, the city leaders unveiled, played marches, set off firecrackers, and conditionally released homing pigeons;

1 1) 10: 30, at the end of the ceremony, the marketing representative invited the guests to visit the main business facilities of the hotel;

12) 1 1: 30, the opening banquet (Summer Palace Multifunctional Hall) will be held, presided over by the general manager, and the chairman will make a toast. The general manager announced the banquet, and the general manager led the department manager to toast the tables to express his gratitude;

13) 13: 00, at the end of the banquet, the general manager led the management staff to bid farewell to the guests in the lobby and dock;

14) 13: 30, the ceremony was over, and the venue was cleared to welcome the real start of the business.

Fourth, the promotion plan after opening.

There is no shortcut to open up the market, and "bitterness" is the most fundamental premise. Therefore, "sweeping the building" is one of the homework that marketers must do. Because accurate market positioning, reasonable market segmentation, appropriate housing price policy and good cooperation reputation will gradually be available. At the same time, information output (promotion) is also the key to sales. Hotel sales can't put a lot of media advertisements like daily necessities. It is enough to do proper advertising before and after the opening of the hotel, so personnel publicity is the most important means, followed by cooperating with some media to plan some very influential activities with special significance to local consumer groups, so as to improve the visibility and reputation of the hotel in this area.

(1) Promotion of high-end conference visitors

The high-end conference market is the ultimate market positioning of the hotel, and it is also a local market that can improve the comprehensive income of the hotel, so the main market positioning of our sales team in the future is the high-end conference market.

1, promotion target and market segmentation:

1)*** The functional departments of the municipal and district governments.

2)*** medium and large enterprises and finance, energy and communication industries.

3) Investment by major foreign enterprises * * *

4) Local business intermediary companies

5)*** Major chambers of commerce and industry associations.

6) The sales age of adults is about 25-50 years old, with economic strength, frequent business trips, need to hold meetings, need to invite high-end customers, be interested in island culture, be persistent in Buddhist culture, have business contacts with the head office and need to take vacations. These will be our future tourist markets, and at the same time, these demand audiences need to be screened by price levers and eventually become our customers.

2. Establish a complete agency system.

Organize customer meetings inside and outside the city. Plan some meetings of business economics, academic seminars, training sessions and institutions regularly. Well-planned conference service facilities provide high-quality full-service conferences.

(2) Individual customers

The development of individual market is a relatively stable market for our hotel rooms to pursue high profits. In the development of the individual market, due to the geographical location of the hotel, the focus is on the * * * market, followed by business, holiday and leisure individuals from other places. Since we are not a business hotel on land or in a central city, the purpose of guests' spending on the island is very clear. Therefore, we must design products that meet the consumption of these guests in order to win their hearts and eventually become our loyal guests. The marketing department should take care of 20% old customers with 80% care, because they can create 80% performance for the hotel and use 20% energy to further develop 80% new markets, because they can only bring 20% business performance for the hotel under the current situation.

1. Strengthen contact with local enterprises and institutions in * * * *, stabilize major customers and vigorously develop new customers. Customers in the local market should visit one by one and sign preferential agreements (after a period of operation, preferential agreements can be divided into two types according to customers' spending power).

2. For individual customers, rooms and catering are bundled, and customers can enjoy different degrees of discounts on catering and entertainment at the same time in hotel listings.

3, according to the needs of different guests, design a variety of packages (package price), including rooms, catering, entertainment as one.

4. Open up online booking, strengthen online promotion, expand online booking center booking, and achieve the effect of online publicity.

5. Focus on developing members of Radisson Holiday Inn Royal Club.

(3) Catering market promotion

1. Focus on high-end catering, make your own specialty dishes, create your own trump card dishes, establish the loudest service reputation in the region with high-standard service quality, and finally build the most distinctive catering brand in the region.

2. Introduce different specialties regularly to keep the loyalty of old customers.

3. According to festivals, launch corresponding reunion banquets, birthday banquets, wedding banquets, and related holiday banquets, especially to increase the promotion of corporate New Year's Eve.

4. Carry out sales activities with prizes, such as birthday banquets, wedding banquets, giving away rooms, or giving away small gifts and flowers for free, and sending songs in newspapers, magazines, TV stations and radio stations.

Food and beverage prices should be set with a peaceful mind, especially high-end drinks and seafood. Don't cheat as a means, but take a "long-term" approach, so as to have a competitive advantage in price, especially for dishes with obvious cost performance. Pricing should not be too expensive, basically the same as or slightly lower than competitors such as "Xinqiao", in order to win the good reputation of customers.

Promote leisure and entertainment.

1. Focus on promoting the leisure and entertainment service facilities and projects of the hotel. If the guests stay on the island for one more day, we can generate additional economic benefits. This central idea cannot be shaken.

2, efforts to promote outdoor fishing services, fishing, crab cages, shrimp fishing projects to the extreme. At the same time, it is considered to carry out fishing activities at sea, organize overseas in-depth tour groups, combine fishing, catering, KTV, sightseeing, tourism and other projects, give full play to the resources of yachts and yacht clubs in China, and form a unique and powerful competition system.

3. Vigorously promote water entertainment projects, such as seaside barbecue, seawater swimming pool, water bumper boat, water bike, kite flying, outdoor cocktail party, garden wedding banquet and other activities to increase the hotel's interest in entertainment projects.

4. Promote services such as SPA, KTV, chess and cards, tennis and golf practice, and recommend the only and most luxurious SPA in Zhoushan to high-level customers. At the same time, we will sell and develop SPA and golf products, recommend essential oil, clubs, clothing, leather goods and nursing products to guests, gradually form a luxury consumer group, push the main and auxiliary products to the market, and increase operating income.

(D) the establishment of consumption chain

1, external publicity and promotion

1) All-round cooperation with local news media, in addition to normal cooperation in advertisements and columns, should also seize the opportunity to plan and hype some temporary and open news reports and propaganda to improve the visibility and reputation of the hotel.

2) Personnel promotion, trade fair promotion, letter promotion, and publicity through travel agencies, emails and other media. Establish a publicity network through the above methods and other methods to attract guests.

2. Establish an internal publicity network

Establish hotel internet. At present, the hotel has applied for both domestic and international domain names, and is further stepping up the implementation of website construction. Guests can visit the hotel's service introduction, book the hotel, and learn about the latest developments, promotions, recruitment and so on. Through our website. At the same time, rich, novel and vivid web pages will give them a good psychological feeling, help guests pay more attention to and understand the details of the hotel, and help them complete their consumption business.

3. Promote the domestic consumption chain

Through the internal cross-publicity network, introduce the methods of attracting guests by internal business departments, make discount cards and complete the composition of internal consumption chain.

(e) increase the rate of return.

Through sales promotion, attracting guests, retaining guests and improving the return rate are the key points. Only by retaining guests and satisfying them can we improve the return rate (of course, on the premise of accurate price positioning) and increase the stock. Only by accumulation can we increase the stock and ensure a relatively stable high room opening rate. In addition to hardware facilities, there are also software (including services, quality of catering products, and high-standard services of other business departments) to retain guests. At the same time, we can take some ways of giving away and offering discounts-we can implement a "consumption point card": if you spend a certain amount, you can enjoy giving away a room, or you can enjoy preferential discounts with this card. After a certain number of houses are reached, you can apply for a VIP gold and silver card, with which you can give away entertainment consumption.

(6) Increase revenue and reduce expenditure, and strengthen management.

1. Formulate the management system of the marketing department, and strengthen communication with employees while managing people with the system.

2. Formulate ordering procedures and auditing procedures for teams and individual travelers, publicize the agency prices of travel, cars and tickets, and plug sales loopholes.

3. Strengthen the training of sales staff to improve the quality and business level of employees.

4. Establish departmental levels, create posts and personnel quotas, and reduce sales costs.

5, target assessment, formulate internal and external incentive mechanism, mobilize the enthusiasm of all employees.