The marketing staff of the hotel marketing department make an annual summary.

Summary refers to the written materials that summarize and summarize the experience or situation in a certain stage of work, study or thought. It can help us sum up our previous thoughts and carry forward our achievements, so we need to go back and summarize and write a summary. So how do we write a summary? The following is my annual summary of the marketing workers in the hotel marketing department. Welcome to reading. I hope you will like it.

Write a summary that a year has passed. Looking back on the various plans in the summary of 2008, I feel a lot! The summary is as follows:

(1) Summary of the overall market environment this year: 1. Changes in industry market capacity.

This year, the Sunshine Coast Resort, Shuiwu Villa Group and Wolong Mountain Villa were newly opened in the Tangxun Lake area. This has strengthened the overall reception capacity of the whole Tangxun Lake area, and also strengthened the competition among them.

2. Brand concentration and competitive situation!

The trend of peripheral meetings in urban areas is taking shape. The larger areas are Huangpi ××× Tianchi, Xiaogan Guanyin Island, Caidian Resort, Dunkou Seaside City, Ezhou Phoenix Villa, Jiangxia Tangxun Lake and Xianning Tang Chi Hot Spring. Among them, the brand advantage of Jiangxia area is concentrated between Hotan Club and Meng Tian Lake. Being in the center has a unique geographical advantage, which should be carried forward and strengthened in the future, such as adding roadside advertisements for Macao villas in front of the hotel. At the same time, pay attention to the disadvantages of noisy environment of roadside hotels in sales, and adjust sales strategies at any time.

3. Changes in competitive market share rankings.

From the fourth place in the market competition share in 2008 (ranked as Mengtianhu, Hotan, Tangsunhu Villa and Hotel) to the third place. The overall popularity has also increased significantly compared with the previous year. At the same time, the number of fixed customers has increased to multiple;

4. Changes and characteristics of channel mode

In 2000, sales were dominated by a single subject with a single sales model. This year, we have established multiple sales models, including business classification, overall direct sales, distribution by travel agencies and conference companies, and unified online sales.

⒌ Changes and characteristics of wharf types

Hotel sales in 2008 are horizontal, that is, marketing and sales are completed together, and there is no difference between marketing and sales! Open. This year, we separated the two tasks conceptually and began to cultivate the market: this year, we established effective customer files, including enterprises and institutions, special banquet customers and distribution units. This year's sales terminal has formed a funnel shape (that is, the market has a wide range of customers and centralized sales services), and it has developed into a dual-track system of social sales.

6. Changes in consumer demand

Just providing guests with housing services, catering services and entertainment services can no longer meet the needs of the conference market. This year, we began to demand a change in consumer demand. We divide team customers into general business teams and special tourism teams. Develop the surrounding tourist routes in a targeted manner.

Sales performance of major competitors in the market this year.

The phrase "know yourself and know yourself, and fight every battle" has taught us a lot. It is also our main work this year to find the excellent marketing model of benchmarking enterprises and tap the gap and deficiency between ourselves and benchmarking enterprises. In the whole year's sales work, Mengtianhu's chain information management, social network sales with great affinity, multiple sales of Tangsunhu villa and in-depth customer management in Hotan are all worth learning and learning from.

(II) Department Work Summary of this year 1. Department construction

In the first half of the year, the department was fully staffed and the market system was complete. In the second half of the year, there were insufficient personnel and the market system failed.

4. Department personnel training.

Name of existing personnel in marketing department. After half a year of polishing, they have basically mastered the marketing operation. However, business skills and professionalism are still needed.

Strengthen. Due to the shortage of manpower, heavy tasks and insufficient professional skills training.

3. Cooperation with other departments

It is best to cooperate with other departments of the hotel and strengthen teamwork.

(3) The work plan for the new year is "strategic planning, decisive battle for thousands of miles". I think it is necessary to emphasize that it is necessary to plan and deploy the overall marketing work of the hotel in the new year systematically and comprehensively. However, we also need to understand that the annual marketing plan is not a marketing plan, but a strategic thinking based on annual analysis and summary. A detailed marketing plan needs to be broken down into quarters or months, and only in this way can it be of practical significance.

1. Target orientation

The formulation of marketing objectives is the key to marketing work in the coming year. In the marketing work plan for the new year, the first thing to do is to draw up the overall sales target, expense target, profit target, channel development target, terminal construction target and staffing target for the whole year, including: sales target of 10,000 years, expense target of 10,000 years, channel development target of 10,000 years, terminal construction target of individual year and staffing target.

4. Product planning

According to the analysis of consumer demand, the new product development plan and product improvement plan include: expanding the categories of hotel products, changing the unpopular main products into subsidiary products (for example, changing the ambassador package into four rooms to provide consumption for team meetings and strengthen daily sales), matching ethnic cultural villages with hotels, matching staff clubs with hotels, and matching tourist routes with hotels.

3. Brand promotion

The marketing image promotion scheme includes: the conference of "University Logistics Hotel Sales Summit Forum" and the brand promotion scheme of "Famous Festival and Famous Pill" in Tangxun Lake.

4. Team support

In order to ensure the smooth and efficient marketing work in the coming year, hotels need to strengthen key workflow and key systems through hard training, so as to better develop customers and retain customers!