Chapter IV Hotel Target Market Strategy

Composition of target market decision-making-market segmentation, target market selection and market positioning

First of all, the function and principle of holiday hotel market segmentation.

I. Overview of Hotel Market Segmentation

(A) the concept

1, market segmentation (market segmentation)

According to different factors such as buyers' needs and desires, buying attitudes and buying behavior characteristics, a market is divided into several different groups of buyers.

In essence, it classifies different customers according to the similarities and differences of demand characteristics, which is very close to the objective facts.

The basis of market segmentation

Differences in consumer demand

Homogeneity of consumer demand

limited resources

Three basic preference patterns

Homogeneous preference-preference is consistent and relatively concentrated in the center. Take indiscriminate marketing to win all customer groups as much as possible.

Decentralized preference types-preferences vary greatly and are scattered throughout the space. Adopting centralized marketing, the first brand to enter is located in the center, catering to the largest number of customers to the greatest extent. The second brand is located near or far from the first brand, forming a distinctive feature.

Cluster preference-the preference of several groups appears, which objectively forms different market segments. Adopt differentiated marketing

(2) Function

1. It is beneficial for enterprises to explore and develop new market opportunities.

2. It is beneficial for enterprises to make rational use of various resources to March into the target market.

3. Conducive to the formulation of applicable distribution strategies.

4. Marketing strategy conducive to adjusting the market.

Three. principle

1, testability principle

2, the principle of profitability

3. Accessibility principle

Section 2 Basis and Methods

I. Population segmentation

Age and life cycle stage

(2) Gender

Second, psychological subdivision.

Third, geographical subdivision.

Third, the target market selection and market positioning of holiday hotels.

First, the choice of hotel target market

Hotel target marketing strategy

(1) indifferent marketing

Regard the market as a homogeneous target market and meet the needs of as many consumers as possible with a single product marketing combination.

Advantages: mass production and sales can reduce costs.

Disadvantages: it can not effectively meet the diverse needs of consumers and is not suitable for most products.

Reason: product concept; The demand difference is very small, so there is no need to subdivide.

The application of tourism enterprises and hotels requires that products have unique monopoly advantages and demand exceeds supply.

Eg: Great Wall, Three Gorges tourism products, early Three Gorges cruise ships (hotels).

(2) Differentiated marketing

Provide services for several market segments, provide different products and implement different marketing mix strategies.

Advantages: it can meet the needs of consumers in different market segments and improve competitiveness.

Disadvantages: high marketing cost.

(3) Centralized marketing

Concentrate your own resources in one or several market segments and implement specialized production and marketing. It is required to occupy a large market share in a few smaller markets and is suitable for small enterprises with weak resources.

Advantages: saving marketing expenses and meeting the needs of these consumers well.

Disadvantages: There are risks.

Second, marketing positioning

(A) Target market selection and hotel market positioning

Positioning in marketing-determining the business portfolio or customer portfolio of the enterprise;

Target market positioning-shaping the position or image of products in a certain market segment, also known as product positioning or competitive positioning.

The basic principle of product positioning-a product can provide and show its value to consumers in many ways.

(B) the hotel market positioning method

1, positioning according to product characteristics.

2. Positioning according to the relationship between price and quality.

3. Positioning according to the purpose of the product.

4. Positioning according to product users.

5. Positioning according to product category.

6. Positioning with the help of competitors