Hotel products: overall hotel products.

The whole product concept was first put forward by theodore levitt, a professor at Harvard University, and later developed into a five-level whole product concept by Philip kotler, a professor at Northwestern University. If this concept is applied to the hotel industry, a complete hotel product should be composed of five levels: core product, formal product, expected product, extended product and potential product.

1. Core products

It refers to the benefits or basic utility that consumers get when they buy hotel products. This is the most basic and important part of the hotel's overall product concept. For example, guests stay in hotels, rent rooms to rest and sleep, and buy catering products to satisfy their hunger and thirst.

2. Formal products

It is the form of core product realization, that is, the image of product entity and service. For example, the hotel's architectural features, location, rooms, restaurants, conference rooms, various services and their service quality. The basic utility of hotel products must be realized through some specific forms, and the design of hotel products must be oriented to hotel core products.

3. Expected products

It refers to the expectation of customers when they buy hotel products. For example, clean room and bedding, quiet environment, security, care, respect, excellent service and so on.

Extended product

It refers to all the additional services and benefits that customers get when they buy hotel products. Extended products are the key points for a hotel to distinguish itself from other hotels, form its own characteristics and maintain its competitive advantage. The hotel's business center, entertainment facilities, free parking lot, quality assurance and rooms with broadband interface all belong to this category.

5. Potential products

It refers to all the extensions and evolutions of existing hotel products, which may develop into the potential state of future products, and also refers to personalized services provided for individual customers.

The above five levels of hotel products are independent of each other, with their own characteristics and close ties, and together * * * constitutes the whole content of the whole product. At five levels, ensuring the quality of core products, formal products and expected products is the premise to satisfy customers. Extended products and potential products are the concrete embodiment of product flexibility, and also the added value of products beyond the existing value, which can improve customer satisfaction. The five levels of the hotel's overall products clearly reflect the modern hotel marketing concept of taking guests as the center, which shows that there is no hotel product without the needs of guests, and hotel products are the carrier to meet the needs of guests. (1) It focuses on the realization of hotel guests' interests and the satisfaction of their needs, and guides the formulation and implementation of hotel marketing mix strategies and the whole marketing management activities of the hotel.

(2) Only when the hotel products are optimally combined at five levels can the competitive advantage of the products be formed and the market position of the hotel products be established.

(3) Around the core products, the hotel can differentiate its products on the other four levels, so as to create the hotel's product characteristics.

(4) With the development of modern market economy and the intensification of competition in the hotel market, the extended products and potential products provided by hotels are becoming more and more important in the market competition. Second, the product life cycle strategy of holiday hotels 1. Product life cycle theory Product life cycle refers to the whole process that a product enters the market formally, grows and matures, and is finally eliminated and withdrawn from the market. Product life cycle and product service life are two different concepts. The service life of a product is related to its use value, which is determined by its natural attributes. Refers to the time of wear, aging and damage experienced by products from putting into use to scrapping and losing their use value. The product life cycle is related to the exchange value of goods, which is determined by the change of customer demand.