Thesis proposal report on hotel marketing

The rapid development of my country’s modern hotel industry is one of the most brilliant achievements of my country’s reform and opening up. Especially in recent years, the tourism industry has achieved unprecedented development, which has also driven the continued growth of the tourism industry. Below are the hotel marketing papers I compiled for your reference. Hotel Marketing Paper Example 1: Research on Marketing Strategies in Hotel Management

Abstract: Efficient hotel management can optimize the allocation of hotel resources, reduce costs and increase profits, and is a key part of hotel business activities. key. At present, there are many examples of the integration of hotel management and marketing strategies, and they have achieved some results in hotel operations. This study makes several analyzes on the marketing strategies in hotel management, and proposes some existing problems and corresponding countermeasures in the current hotel management marketing strategies.

Keywords: hotel management; marketing strategy

Since China joined the World Trade Organization, its economy has developed rapidly, and its tourism industry has also begun to flourish. The hotel industry has also emerged, and Participated in market competition. As China's market economy integrates with the world economy, China's market competition is also developing towards a diversified trend. The hotel industry is also facing many challenges when facing the opportunities of world economic development. Therefore, marketing strategies are particularly important in hotel management. Only by being guided by market demand and systematically formulating marketing strategies can modern hotels gain advantages in the same industry. As an important part of modern hotel management, hotel marketing has attracted the attention of managers.

Under the current situation, hotel marketing strategies have been transformed from price marketing to brand culture marketing. In order to improve their own competitiveness, hotel managers began to experiment with service management mechanisms and enhance hotel competitiveness by establishing a good hotel brand strategy.

1. Hotel management and marketing

1. Necessity of hotel management

Hotel management refers to the change of hotel market economy in the context of social development. According to the requirements, certain management methods, principles and procedures are followed to optimize the allocation of various resources, promote the smooth and efficient conduct of various hotel activities, and achieve a management process that achieves maximum benefits at the lowest cost.

With the development of our country's economy and the improvement of people's living standards, the tourism industry has gradually developed, and the corresponding hotel services have also developed rapidly. Hotels of different types and sizes have emerged one after another, and competition among the hotel industry has become increasingly fierce. By analyzing the economic development laws of the hotel market and combining it with marketing strategies, hotels can stand out in the market competition. How to do a good job in hotel management is of great significance to keep the hotel at the forefront in the fierce market competition.

2. Positioning of hotel management marketing

In the concept of service marketing, employees, customers and tangible resources are all added to the hotel service system for dynamic management. Hotel services are generally regarded as a service product. By establishing a management model, accommodation is provided as the core of the service, and other services are added to attract customers. Hotel service marketing realizes the marketing function through the characteristics and characteristics of service products.

As an intangible asset of the hotel, hotel service has comprehensive connotation. Hotel services should allow customers to enjoy higher service quality in their senses and improve their psychological satisfaction with the hotel. Hotel services are based on the experience economy, positioning the theme on the psychological needs of consumers, and creating a special environment to make customers feel dependent on hotel services. In order to improve the effect of good service, the hotel's service quality is reflected through communication between customers and employees, as well as the corporate image and service equipment and facilities displayed in the service project.

2. Analysis of marketing strategy issues in hotel management

The rise of marketing strategy in hotel management has not been long in our country, especially in large hotels. The rise in management, and there are no mature institutions in China that train hotel marketing strategy talents. Since the target consumer groups of domestic and foreign hotels are very different, domestic hotel marketing strategies are basically imitating and learning from well-known foreign hotels. Marketing methods that copy the marketing strategies of foreign hotels cannot be completely suitable for the domestic hotel market, so there are many problems.

1. Lack of awareness of branding operations

We are no strangers to branding marketing strategies. Each of us can name many well-known brands. Among the clothing brands, there are Heilan House, Laotou and Ferragamo; cars include Mercedes-Benz, Cadillac, and BMW; foods include Master Kong, Mengniu, Want Want, etc. When talking about or hearing about these brands, we often think of their high quality, unique flavor, and the quality of the products they purchase. rest assured. The consumer psychology of brand marketing strategy is deeply rooted in the hearts of the people. Some hotels have gradually begun to adopt brand marketing routes, such as the Imperial Grand Hotel, Shangri-La Hotel, etc., which mainly serve business meetings, banquets, parties and other services for high-end people. , out of the hotel's own characteristics. So far, some large-scale star-rated hotels have indeed achieved the same branding effect as Master Kong, BMW, Mercedes-Benz and other brands, and have gained obvious advantages in the fierce competition in the hotel market. However, these branded hotels are in the minority. Most of China's small and medium-sized hotel management still generally lack the awareness of brand operation and do not pay enough attention to establishing the hotel's own characteristics. They still only stay in simple fine dining, luxurious decoration and high-end facilities. There is no promotion and management of hardware aspects such as entertainment facilities and business facilities, and there is no construction of brand software.

2. The hotel public relations and marketing system is imperfect

One of the main contents of modern marketing strategies is public relations marketing. For example, the public relations marketing of large hotels uses various measures that are beneficial to the hotel. Reasonable development of the resource market and effective comprehensive utilization of various favorable resources, so as to maximize the development of the large hotel market, minimize costs, and enable hotels to obtain the highest profit marketing means. So far, except for some large-scale star-rated hotels in China, small and medium-sized hotels still do not have a complete public relations marketing system in marketing. They only focus on the development of a single resource in a certain aspect without mature systematic operation and the use of various resources. Without effective comprehensive development and utilization, it leads to a waste of resources beneficial to hotel development. Most domestic hotel managers attach great importance to public relations with the government. In order to seek policy support that is beneficial to the development of the hotel itself, almost every month there are hotel staff and Communicate with relevant government departments, but rarely conduct return visits and communication with hotel customers.

3. Lack of professional and standardized marketing strategies

Due to the lack of professional management talents in hotels in my country and the different education levels of marketing personnel, they have been learning from and imitating large-scale foreign hotels. The hotel's marketing strategy has not formed its own standardized and professional marketing strategy, which has led to backward management methods and low marketing efficiency of domestic hotels, and even caused some hotels to close down soon after opening.

4. Hotel advertising is very similar and lacks differentiation

The main strategy of modern hotel marketing is media advertising, using rich and colorful advertising production to choose communication that suits its own target groups The media will disseminate it to achieve the purpose of promoting hotel services. However, the service items of most domestic hotels are generally the same, and their promotion lacks differentiation and fails to highlight the hotel's own characteristics and advantages.

3. The application of marketing strategies in hotel management

1. Reasonable advertising strategies

In addition to the level and quality of the services provided by modern hotels, Apart from the differences, the service contents are basically the same. Hotel services lack personality and characteristics, which makes consumers lack of freshness and helplessness.

In China, there are only five types of hotels, from one-star to five-star hotels. Therefore, it is necessary to formulate reasonable and distinctive advertising strategies for hotel promotion. Reasonable and accurate market positioning. Market positioning refers to the accurate market positioning of hotel services for consumer groups, and distinguishes the consumer groups of hotel services from the broad social population. Increasing the efficiency of advertising can improve advertising ratings.

Choose appropriate media. To play the role of advertising, consumers can only see and hear it, and let the advertising content have an impact on their psychology. According to the hotel's market positioning, analyze the life characteristics of the target consumer group, and use the media that the target consumer group has the most contact with for publicity.

Differentiated competition. Modern advertising is generally similar. Only hotels can formulate distinctive market positioning and highlight the hotel's characteristics to create the hotel's differentiated advantages, so as to attract more target consumers.

2. Scientific public relations strategy

To increase the hotel’s passenger flow and improve customer loyalty, optimize and combine various resources through scientific public relations strategies and formulate effective strategies. Create a good hotel image and improve the hotel's influence and status in the minds of consumer groups. To formulate a scientific public relations strategy, the following points must be achieved:

Comprehensive and considerate humanized services. Unlike traditional hotel services in the past, which were limited to dining and accommodation, modern hotels have become entertainment and business venues that integrate different services such as dining, accommodation, banquets, weddings, and business negotiations.

Customer information collection and maintenance. As a decisive factor in the survival and development of hotel operations, the collection and maintenance of customer information is a must-do job in hotel management. When serving customers, we must pay attention to observing customers' interests and preferences, inquire about and record customers' living habits in detail, record contact information, establish good relationships, and promptly update and maintain customer information.

Customer return visit. In order to more directly and comprehensively understand and grasp consumers' habits and psychology, more effectively summarize and summarize consumers' consumption psychology, and develop potential customers, it is necessary to conduct return visits to each household. Develop corresponding plans for the hotel to cultivate and serve its customer base, and launch new product portfolios for the hotel based on the plan design.

3. Hotel brand management

The hotel brand management strategy requires the development of the hotel's own characteristics and differentiated competition with other hotels.

Accurate brand culture. Brand culture refers to the hotel culture included in the hotel brand, including the hotel's high-quality service and social honor and other spiritual enjoyment. The hotel image has a positioning and iconic symbols, and when it is integrated with a strong brand culture, the target consumers will remember it accurately and deeply.

Establish brand marketing ideas. To realize hotel brand management, employees must establish brand marketing ideas, understand the hotel's image positioning, and use their own actions to maintain the hotel's image. Convey a good image to the target consumer groups, combine the hotel's representative words and iconic symbols, and build a hotel brand among the consumer groups.

Strengthen quality management. To achieve hotel brand management, it is necessary to strengthen the management of hotel service quality and improve the content and quality of services, thereby establishing a successful brand image. The hotel's quality management should ensure reliability, controllability, effectiveness and acceptability of consumer groups, create a safe, friendly and clean service environment for consumers, and enhance the hotel brand with polite, warm and comfortable service methods quality and image.

Reasonable hotel marketing strategies and quality management are two indispensable items for the development of modern hotels. Both are indispensable. The combination of effective hotel management and efficient and reasonable marketing strategies can achieve the prosperity and development of hotels; A reasonable marketing strategy must be combined with reasonable management measures to achieve a reasonable allocation of facilities and staff.

References:

[1] Wang Qiuyu. Some understandings of the corporate culture construction of high-star hotels in my country [J]. Modern Business, 2010(03)

[2] Liao Xuelian. Research on brand community relationship marketing strategy based on loyalty [J]. China Business, 2010(04)

[3] Zhang Yuben, Zhang Wei. The design of boutique hotel architecture DNA[J]. Xinzhu, 2011(03): 20-24. Hotel Marketing Paper Sample 2: Research on the Reform of Hotel Marketing Curriculum in Higher Vocational Colleges

Abstract:

High School The goal of vocational education in cultivating intermediate and advanced skilled talents requires higher vocational colleges to carry out curriculum reform. Taking the hotel marketing course in higher vocational colleges as an example, with competency as the goal, the course is analyzed and discussed from aspects such as curriculum setting, teaching content selection, teaching methods and design.

Keywords:

Competency-based; hotel marketing; curriculum reform

CLC classification number:

G4

Document identification code: A

Article number: 16723198(2014)23007602

0 Introduction

Higher vocational education is an important part of my country’s education , The development of the current era has put forward higher requirements for the talent training of higher vocational education. The employment difficulties of higher vocational graduates and the diversified career development of higher vocational students require higher vocational colleges to place more emphasis on accurate goals and precise positioning when cultivating talents. Undoubtedly, curriculum reform is an effective way to improve students' comprehensive quality. Curriculum reform is a change in learning methods and teaching methods. It changes the tendency of courses to focus too much on knowledge transfer and emphasizes the formation of a proactive learning attitude, making the process of acquiring knowledge and skills a process of learning to learn and forming correct values. It is to change the "passivity, dependence, unity, virtuality, and identity" of traditional learning methods to the "initiative, independence, uniqueness, experience, and problem-based nature" of modern learning methods. In short, teachers should be the main body of curriculum reform and the designers, implementers and monitors of the reform. So during curriculum reform, what exactly do teachers need to do? How to do it? And why they should do it? This article will take the hotel marketing course as an example to conduct relevant analysis and discussion.

1 Curriculum concept based on competency-based education

The emergence of the CBE theory of competency-based education has profound social, economic and other factors, as well as extensive psychological and educational aspects. Theoretical basis. This theory emphasizes the operability of learning objectives, values ??the opinions of the industry, and advocates the personalization of learning. It plays a positive role in reforming the traditional teaching model, improving the effectiveness of teaching, and exploring new curriculum development. Tan Immigration and Qian Jingfang believe that general ability, cluster professional ability and position professional ability constitute comprehensive professional ability. They can migrate to each other and together form a complex quality structure, which includes not only the general qualities and abilities required for long-term personality development, but also the professional abilities that point to short-term career mobility. Through different Combinations can accomplish a variety of tasks, both intellectual and operational.

2 Reform Ideas

One of the basic principles of the CBE ideological system is to meet the employment needs of enterprises, and the starting point is the cultivation of professional abilities. The hotel marketing course is a professional basic course for the hotel management major. It has the characteristics of strong practical application and high internal correlation of knowledge content.

Through the systematic study of hotel marketing knowledge, students can establish a correct, customer-centered hotel marketing concept, become familiar with the basic process of hotel marketing activities, master practical hotel marketing means and methods, and have the ability to formulate hotel marketing plans. Ability, and the ability to combine hotel market research and analysis methods with industry applications to lay the necessary foundation for hotel product and service development and adjustment, market research, promotion, and communication. At the same time, it has the ability to collect hotel information and identify hotel market opportunities. , and team spirit.

Figure 1 Curriculum setting ideas

3 Curriculum reform practice

3.1 Curriculum setting

The hotel marketing course is the first choice for hotels in higher vocational colleges. The basic and core courses of the management major are positioned based on the analysis of hotel job requirements and learning needs, with an emphasis on practicality. It aims to cultivate compound application-oriented talents who have certain hotel marketing knowledge and skills and can engage in hotel marketing department and other related work. This course in our college is offered in the fifth semester of student enrollment, with 72 class hours. In the first and second semesters, students learn courses such as "Front Office and Room Service Management", "Catering Service and Management", and "Bar Management", as well as a five-month corporate professional internship practice in the third semester. After studying "Hotel Financial Management" and "Hotel Human Resources Management" in the fourth semester, I have accumulated a certain theoretical and practical foundation and laid a solid foundation for successful teaching.

　3.2 Course design concept

The design closely focuses on the core competencies of the course. While theoretical teaching is supplemented with a large number of practical cases and skill operations, it provides students with more Internship training opportunities are used to strengthen students' practical abilities, cultivate students' scientific market awareness and good professional accomplishment, and lay a solid foundation for students to move into hotels and other related tourism enterprises in the future. In the course implementation process, we strive to focus on professional ability training, connect theory with practice, organize teachers and students to participate in the planning and implementation of industry enterprise marketing activities, and carry out competency-based curriculum development and design.

3.3 Teaching content

The design of the course teaching content is formulated based on in-depth industry front-line research by teachers and corporate industry experts. The entire course fully considers talent cultivation from the perspective of employment, takes the market demand as the starting point, and integrates and designs teaching content. It is both based on necessity and emphasizes sufficiency. The entire course content is summarized into 7 parts. The specific content is shown in Figure 2 below.

Figure 2 Overview of course content

3.3.1 Occupational requirements for hotel marketing positions

Based on the systematic analysis of hotel marketing work, the course content is selected to reflect the hotel enterprise The "comprehensive marketing" concept not only highlights the work characteristics of marketing positions, but also takes into account the cultivation of marketing concepts for employees in ordinary positions, integrates them into project content, and designs supporting learning tasks. The entire project content closely focuses on the professional requirements of marketing positions.

　3.3.2 Career Development

When designing the teaching content of this course, we not only pay attention to the professional requirements of marketing positions, but also take into account the career development of students, providing students with career improvement and Sustainable development has laid a theoretical foundation. The course content not only includes operational content such as market research and product sales for hotel marketers, but also includes marketing thinking concepts, marketing management, brand promotion, marketing decision-making, etc., providing a higher knowledge platform for students' career improvement. .

　3.3.3 Curriculum Integration

The curriculum system of the hotel management major is a curriculum system that reflects the working process of hotel professional positions and focuses on ability training. It is based on the work of the main functional positions of the hotel. It is developed based on tasks and work processes. Therefore, this course integrates the marketing knowledge required for various relevant positions in hotel companies into its content system, making it a comprehensive hotel job practice course that fully meets students' marketing skills. Comprehensive needs for training, marketing thinking cultivation and marketing capability improvement.

3.4 Project-based teaching method