What are the new ideas of modern hotel marketing management?

In the increasingly competitive modern society, the hotel industry, as one of the pillar enterprises in the tertiary industry, is facing enormous challenges. Shanghai, an international metropolis that is developing rapidly, is at the forefront of competition. In 1998, another luxurious hotel, Nanxinya Hotel, was opened. Through the preparation and management of the hotel, and during the two-year operation and management, the author applied modern marketing concepts to practical work, which benefited a lot and deeply realized its important role in modern hotel management.

First of all, it is market positioning. The hotel is located in a prime location in the city center, but there are many famous hotels around it, such as Hailun Hotel, International Hotel and Peace Hotel. Market positioning plays a decisive role in winning the market among many competitors. To set a good position, it is necessary to carry out market segmentation. The main reason of hotel market segmentation is to effectively use all kinds of hotel marketing expenses and resources. After our market segmentation, we have a correct understanding of the market, so we have formulated a flexible and diverse price system suitable for Nanxinya Hotel.

Secondly, it introduces competitive strategy and fixed-point surpassing marketing concept. In the past, the traditional marketing concept was consumer-centered, but it ignored the marketing strategies and behaviors of competitors. Today, the essence of marketing is not only to meet human needs and desires, but also the conflict between enterprises. Therefore, modern marketing should establish a marketing strategy that considers both customers' needs and competitors. Under its guidance, we should observe and analyze competitors' so-called "knowing each other and fighting a hundred battles", and then formulate and implement a series of winning marketing measures, and finally win. In order to compete for the market effectively, we adopt the latest concept of fixed-point transcendence. The so-called fixed-point transcendence concept is a brand-new strategic marketing method adopted by many well-known enterprises today to effectively compete with competitors for the market. We compare ourselves with our competitors, regard the leader among them as our development goal, and transplant its advanced experience into our daily management through investigation. We have visited a number of five-star hotels in Shanghai, and through learning, we have strengthened the refinement of working procedures, operating procedures, incentive sales, etc. in various departments, and conducted quality inspection supervision. At the same time, we also inspected hotels of the same level in the surrounding areas, and made use of our own strengths in catering. First, we launched a large-scale seafood city in Shanghai, and held the "Three Million Catering Delivery" activity linked by the whole group company, so that people from all walks of life could have an objective understanding of the hotel through catering promotion. In this way, guest rooms are driven by catering, forming a business situation of "Qi Fei with two wings" for guest rooms and catering. Preliminary practice has proved that the marketing concept of fixed-point transcendence plays an important role in modern hotel marketing.

thirdly, customer satisfaction (CS) strategy and service marketing: CS(CUSTOMERSATIS? FACTOIN) is a relatively new concept in marketing. It is a business strategy first put forward by Japanese enterprises, which means customer satisfaction strategy. Its purpose is to urge enterprises to explore effective business ways. Improve the management mode, take corresponding management measures according to the development trend of personalized demand, establish a good corporate image in customer satisfaction, enhance competitiveness, and make marketing successful. As far as hotels are concerned, to make service an effective marketing strategy, it is necessary to satisfy customers. Customer satisfaction not only increases turnover, but also turns customers into potential business advertisers because of their good reputation, saving a lot of promotional expenses.

CS strategy is realized by means of service marketing. With the development of market economy, the competition among hotels will become increasingly fierce, and customers' needs will become increasingly diversified, which will inevitably lead to the complexity of product structure and usage, and customers' "perceived risk" (doubts before buying) of products will continue to increase. The best way to eliminate customers' "perceived risk" and improve customer satisfaction is for hotels to provide them with a series of services other than the physical form of products. Service marketing is not only the continuation of product concept, but also the means to realize CS strategy. Therefore, the content and form of service marketing should adapt to the requirements of CS strategy, which requires hotels to take corresponding measures in the pre-sale, in-sale and after-sale of products, as well as in the investment period, growth period, maturity period and decline period of product life cycle, and take the quality of service marketing as the center and implement all-round and whole-process control. Specifically, the brand-new concept of service marketing quality usually has the following four aspects:

1. Win a customer's heart. This is the basic point of the new concept of service quality, which requires customers to have no worries when consuming service products, mainly including no unsafe concerns in implementation, no financial risks, and no worries and worries for customers during and after service.

2. pursue no defects. The so-called ZERODEFECT does not necessarily mean that the defect is absolutely zero. Instead, it takes zero as the ultimate goal to set the current goal, so as to strive to achieve it, and further revise the goal in the process of achieving the goal. In this way, defect-free does not refer to technology but a management philosophy. The improvement and guarantee of service quality is an eternal goal. Therefore, hotels should not waste time inferring what level they can reach, and the goal of quality work is always 1% perfect.

3. the quality of the trinity is improved. This is the basic content of the new service concept. This idea is to confirm that strengthening service quality runs through the whole process of hotel marketing. In fact, many hotels don't realize that there are three types of service quality assurance: one is preventive, such as long-term demand information survey, competitor and customer evaluation, etc. The second is monitoring, such as product quality inspection and service arrangement; Third, it is compensatory, such as redesigning products and hotel image. The traditional practice emphasizes compensatory service, while the new concept advocates that preventive, monitoring and compensatory services go hand in hand, thus forming a virtuous circle of service quality assurance system.

4. Service quality is the responsibility of all staff in the hotel. The new concept holds that service permeates the whole process of hotel production and operation, and it is necessary to make the hotel full of hotel culture that satisfies customers and realize standardized and large-scale service quality management.

As we are a new hotel and managed by Xinghualou Group, we are short of experienced professional hotel management talents. Therefore, we recruited a group of cadres with management experience in four-and five-star hotels for the society, enriched our middle and senior management and strengthened management. In addition, we still lack our own network, which is why CS strategy is particularly important to us. In order to establish the reputation of the hotel in the society, we have held "Smile Service Month" activities; Issue a "guest opinion inquiry form"; Play the role of assistant manager notebook in the lobby. In practice, we have gradually gained a new understanding of modern marketing, and the hotel's operating status has been steadily rising. Through continuous efforts, we have put forward creating demand and innovative marketing.

The focus of the marketing strategy of hotel enterprises lies not only in mastering non-product tactics such as pricing, distribution and promotion, but also in making it a giant and predicting customers' unseen needs. Seek the long-term development of hotel enterprises through technology accumulation and creation. Of course, creating demand is not a subjective assumption, but on the basis of grasping the changing trend of consumer demand, it unifies the laws of nature and economy.

the realization of creating demand is mainly carried out through innovative marketing. The development of modern science and the improvement of consumption level. The change of hotel market environment and the intensification of competition promote the continuous derivation and combination of product-based marketing elements. Creative marketing has become the internal driving force for hotels to adapt to derivative combinations and seek survival and development. The so-called innovative marketing is a creative activity in which hotel enterprises act on their business activities with new behaviors that are qualitatively superior to the existing ones in order to receive the predetermined goals. Innovation mainly refers to product innovation, market innovation, technological innovation, service innovation and management innovation, which involve the main aspects and processes of hotel production, operation and management activities. The linkage effect of these five innovations forms a huge overall potential, which is a powerful driving force for hotel enterprises to reduce and avoid risks and seek smooth development.

as a result of establishing modern marketing consciousness and applying it in practice, the business performance is booming, and it has found a market and gained a firm foothold in the competition. At the same time, we are constantly optimizing our market. Therefore, whether it is a modern hotel or an enterprise, we must master the modern marketing concept from top to bottom, proceed from reality, guide practice through theory, make hotel management scientific and modern, and form our own characteristics.