How to grasp the marketing management of conference hotels

The product features of conference hotels have both hotel product features and conference features. The combination of the two has the comprehensive features of the product. A complete conference reception usually involves the impact of the conference schedule on the conference reception process. The variability, variability and regularity of the conference reception process will require the products provided by conference hotels to be diverse, timely and sufficient. adaptability. The products mentioned here are not only dishes, guest rooms, venue, fitness and entertainment, etc., but also services, security, venue equipment maintenance, A/V system services, etiquette, transmission of conference information, etc.

Product sales management also includes management during market design and planning. Should we look for agents and intermediary companies, that is, the exhibition departments established by a large number of existing exhibition companies and travel agencies, or should we do it ourselves? These depend on the capabilities of the hotel's marketing department. If there is a middleman, the profit will be thinner. Of course, it is impossible to do everything yourself.

Product management also includes product combination, product integration, and combination changes. Of course, this combination change must follow the needs of customers. Because the operating costs of conference hotels are extremely high, they are very afraid of leaving their products empty. Due to its non-storability, hotels often experience operational instability, and sometimes they are full or empty. The marketing director should be an operational expert who can connect customers in a timely manner, appropriately replenish the team and scattered individual customers, try his best to reduce the vacancies of the business premises, and sell the hotel's products. For product price management, we must first formulate a product price standard manual. The manual must reflect the current selling prices of various venues, equipment, services, and commodities, including quantity, area, space size, brand, etc. With product standard prices, firstly, the seriousness of the price system is maintained, and secondly, flexible scales can be grasped during the implementation process.

Product price management should also fully consider the relationship between individual retail and bulk sales discounts; consider how the packaged sales of product combinations can blur the price of a single item; consider the points advantage of old customers and moderate discounts. Grasp; consider how to formulate win-win plans, implement reward policies, etc.

In short, price management must have standards, a promotion mechanism, and a reward policy. Price management and correct authorization are important factors to improve the efficiency of marketing management. The authorization form can implement a step-by-step approval system according to the administrative management level.

Price management has a parallel management mechanism, which is revenue management.

First, revenue management places emphasis on contract text, on-site visas, and authorization basis. These three aspects are important starting points for revenue management. Revenue management positions are generally dispatched by the finance department and are not managed by the marketing department. If the textual terms in the contract are involved, they should be supervised by the corporate legal department to avoid unnecessary legal disputes.

Second, the contract text must be witnessed and signed by at least an authorized director-level manager. It is very important to establish a payment process for large-scale conferences and exhibitions. For example, establishing a separate account with Bank of China, establishing payment progress ratios, activating payment methods, etc., so that both parties have a regulatory mechanism and can trust and rest assured. Special attention should be paid here to the issue of payment collection for overseas conferences. 1. Employees of the marketing department should set up separate business models for conference managers and conference sales based on the characteristics and needs of the conference market. The conference manager should carry out business negotiations, plan conference affairs, and implement projects under authorization, and issue task notices after approval. Large-scale meetings must hold coordination meetings among various departments to communicate instructions smoothly and make each department clear about its responsibilities. From the day the meeting preparers arrive, the meeting manager should contact and track the progress of the meeting throughout the entire process. If there are any changes, he should help the customer solve the problem on the spot. At the end of the meeting, various bills should be collected in a timely manner, the expenses should be checked, whether there are any differences with the contract, and whether there are any missing signatures, and accompany the person in charge of the conference affairs team to the credit department to settle the bill and pay.

2. During the progress of the conference project, business other than the venue will occur. Therefore, the conference manager must be familiar with business knowledge and solutions such as guest rooms, catering, A/V equipment, customs clearance, logistics, and warehousing. Contact information for problems. In the division of marketing work, at least one person in this department can solve problems in external liaison. 3. Comprehensive advantages, mutual cooperation, division of labor by category, and clear responsibilities. Fine division of labor is a characteristic of hotel management. Why should we divide labor carefully? This is a requirement for the modern hotel industry to enter the era of refined management, and it is also a concrete measure to further implement responsibilities. In marketing management, if it is only considered to be the management of the marketing department, it is a simple management awareness.

Marketing management is the operation of large armies and the attack of small armies. Regardless of the business department or the management department, it involves a coordination problem.

4. Network management. E-commerce started late in our country. The image publicity of conference hotels on the Internet is more important than that of business hotels. The publicity and planning of conference hotels must pay attention to their ability to host conferences and their history of hosting conferences.

5. The online booking system must communicate with suppliers or conference organizers. This is the best way to achieve rapid communication. Online booking must be combined with manual tracking. The marketing model of a conference hotel is different from that of a business hotel. Customers have absolute hope for a successful conference, which depends on whether the conference process is smooth and whether the reception level and business capabilities of the conference hotel are strong. Once the conference is successfully held, it will not only make a unit, a city, and a country more prosperous, but the marginal impact and aftermath of the conference will also last for a long time.

This rare social effect will enable conference hotels to bring better and even huge brand effects and advertising effects. The results must be carefully maintained and maintained.

Therefore, in order to consolidate and develop marketing results, the author believes that the following methods may be seriously considered: enhanced management during the end of the meeting; timely improvement and timely feedback of customers' opinions during the meeting; post-meeting Follow up and listen to opinions; contact the time of the next meeting; souvenirs from the hotel; contact in stages, keep return visits, and make repeat customers, etc.