Papers on hotel marketing

The hotel industry is the first industry in my country to open to the outside world. With the vigorous development of tourism, my country's hotel industry will get greater development opportunities. Below are the hotel marketing papers I compiled for your reference. Sample paper on hotel marketing 1: Research on practical teaching model of hotel marketing

Abstract: The focus of the talent training model of higher vocational education is the practicality, openness and professionalism of the teaching process. The integration of work and study should be regarded as an important entry point for the reform of the talent training model of higher vocational education, and a learning model that is integrated with productive labor and social practice should be actively promoted. This practical teaching course model brings new opportunities to the teaching of hotel marketing courses, and also opens up new ideas for practical courses in hotel management majors.

Keywords: hotel marketing; practice; teaching model

CLC classification number: G718.5 Document identification code: A

Article number: 1005- 913X(2013)02-0140-01

Hotel marketing is a professional basic course for hotel management majors. Its main purpose is to enable students to understand the basic knowledge of hotel marketing and require students to establish a customer-oriented Marketing awareness and ability to conduct hotel market research, market environment analysis, marketing planning, product design, public relations and sales and other job skills. Judging from the past teaching process, on the one hand, the traditional course model is too rigid and cannot play the role of cultivating professional hotel marketing personnel; on the other hand, students lack on-campus practice, and the examination method is mainly theoretical assessment, and practical teaching cannot It is well used in teaching, which directly leads to students' poor practical ability.

The Ministry of Education proposed in "Several Opinions on Comprehensively Improving the Teaching Quality of Higher Vocational Education" that the focus of the talent training model of higher vocational education is the practicality, openness and professionalism of the teaching process. The integration of work and study should be regarded as an important entry point for the reform of the talent training model of higher vocational education, and learning models that are combined with productive labor and social practice should be actively promoted. This practical teaching course model brings new opportunities to the teaching of hotel marketing courses, and also opens up new ideas for practical courses in hotel management majors.

1. Application of practical teaching model

The hotel marketing course breaks the traditional classroom teaching model and moves part of the class to the campus? Xuefu Youyou Cafe?, where teachers The training site serves as a marketing skills instructor for students while teaching. During the teaching process, the students' future work process in the hotel marketing department is simulated as much as possible, so that students can complete future work tasks while learning. Students learn and practice at the same time, marketing coffee shop products according to the real marketing process, and learning in real work situations. Complete the construction of an on-campus productive training base that integrates the functions of literacy and professionalism, knowledge and concepts, abilities and technology, training and certification.

2. Integration of teaching content and practical training

(1) Selection of teaching content

Based on the teaching objectives of this course, the course team combines the students’ experience in the hotel Select the teaching content based on the real marketing positions (marketing specialist, marketing department clerk and marketing manager) and job responsibilities. In order to shorten the distance between the talent training objectives and the cognitive requirements of students' job groups, professional qualification standard requirements are also appropriately supplemented, reflecting the vocational education concept of "learning is work, work is learning".

(2) Design of teaching content

The course team divides hotel marketing courses into theoretical teaching links and practical teaching links. In the course content design process, the most important processes of hotel marketing are included: product market research? Writing research reports? Identifying target markets? Creating hotel products? Formulating hotel product prices? Establishing sales channels and? Xuefu Youyou Cafe? Combining production tasks to achieve "integration of doing and learning, situational learning".

(3) Teaching process design

Based on the above project content, the author will select the practical task of Project 4 - Coffee Shop Hotel Product Design as an example to carry out the teaching process. The design and teaching process are carried out through the following links.

Preparation: Divide students into groups and prepare paper, pens, etc.

First, introduce the course and propose tasks? Design a coffee shop product. Based on the practical tasks completed in the previous few classes, we positioned the target market: teachers, students and family owners of the school. Design a coffee shop product based on the above market positioning. Requirements: Drinks + fast food, operable.

Second, plan. Develop a product design plan based on the market research information collected in the previous classes. Students can design based on the peak lunch period of the school or some large festivals, taking into full consideration the specific circumstances of the coffee shop.

Third, decision-making. Choose the best one among the above plans and carry out the next step of implementation.

Fourth, implementation. Students get their hands dirty and complete the task.

After each group of students mastered the assigned tasks, they performed actual operations in the coffee shop and completed product design. (Students practiced in a coffee shop during their freshman year, so they have a good operational foundation.) They also conducted on-site demonstrations in the coffee shop to explain product properties and features.

Fifth, control. During the students' on-site demonstrations, students from other groups and teachers supervise and control, write down irregularities in procedures and professional etiquette, and raise them during evaluation.

Sixth, evaluation. Each group conducts intra-group member evaluation and group peer evaluation based on the performance of the group members. Instruct teachers to conduct targeted comments, corrections, demonstrations, and re-practices on students' performance, and finally conduct assessment and scoring, which are included as unit tests into the assessment system of the entire course.

3. Evaluation of Teaching Effects

First of all, teachers conduct in-class practical teaching in the coffee shop, with students as the main body, so that students have the opportunity and ability to do hands-on operations. On the one hand, brain analysis can mobilize students' enthusiasm for learning, transform students from passive learning to active learning, and improve students' interest in learning; on the other hand, it can also allow teachers to accurately position theoretical teaching and practical teaching in the process of participating in social practice. The combination point to improve teachers’ practical ability.

Secondly, hotel marketing comes from practice and is applied in practice. Therefore, students’ marketing ability is not taught but trained. Through practical teaching in the coffee shop, they can perceive the hardship of marketing work and the complexity of product design in advance, adapt to the future hotel working environment, and enable them to become successful hotel marketers.

Third, the assessment method has been transformed from the original paper assessment to a combination of process and final assessment. Students' work tasks are graded by classmates, teachers and consumers.

Fourth, the practical projects accepted by students are closely combined with the production and promotion of corresponding products in the coffee shop, and are driven by tasks to complete professional learning. Each teaching process targets a specific work process, including market analysis, research, writing research reports, marketing planning, etc. All links are carried out around real business, and the business is updated as the market continues to change. The coffee shop products designed through students' practical courses have become the flagship products of the campus and university leisure cafe.

References:

[1] Deng Qingnan. Thoughts on the construction of on-campus productive training base for hotel management major [J]. Journal of Chengdu Electronic Mechanical College, 2011(1) .

[2] Xu Yan. Thoughts on the practical teaching model of marketing major in local universities [J]. Journal of Hubei University of Economics, 2010(7).

[3] Yang Fang .A brief discussion on the construction of the practical teaching system of hotel management major [J]. Journal of Taiyuan Urban Vocational and Technical Journal, 2012(5). Sample Paper 2 on Hotel Marketing: The Role of Marketing in Hotel Management

Abstract : The hotel industry is one of the earliest industries opened to the outside world in my country. With the vigorous development of tourism, my country's hotel industry will get greater development opportunities. Hotel marketing is a series of operations and sales activities carried out in order to meet the reasonable requirements of customers and make the hotel profitable. The core of marketing is to meet the reasonable requirements of guests. The ultimate goal is to make profits for the hotel, especially budget hotels. This article analyzes the current situation and problems of my country's economy hotels and further proposes corresponding countermeasures, hoping to provide some reference and reference for the marketing of peer managers and other hotels.

Keywords: budget hotels; marketing; problems; countermeasures

Introduction

Marketing is a marketing activity of the hotel, that is, the hotel starts from satisfying Starting from the needs of consumers, we comprehensively use various scientific market management methods to sell goods and services to consumers as a whole. For hotels, especially budget hotels, marketing is an important part of business activities. It studies the needs of guests to promote the growth of the hotel's customer base, develop potential markets, and thereby increase the hotel's revenue.

This article will take a budget hotel as an example to discuss the role of marketing in my country's hotel industry, analyze its current situation and problems, and propose corresponding countermeasures.

1. Analysis of the characteristics of my country’s budget hotels

(1) Management structure: streamlined and efficient.

Budget hotels pursue a people-oriented management philosophy, emphasizing "one specialist with multiple abilities, one person with multiple positions", and optimize the allocation of personnel. For example, four-star and five-star hotels have deputy positions, and the management level has 6, while the budget hotel is 1:0.4, which not only simplifies the organizational structure but also reduces human resource costs. This is also an innovation in personnel management for budget hotels: in this labor resource-intensive industry, the organization is streamlined by reducing manpower, while at the same time recruiting talents flexibly according to market demand.

(2) Business model: cost-saving, cost-effective, suitable for chain operations.

The so-called high quality and low cost refers to: In countries with mature hotel industry, budget hotels only have low investment standards and facilities. In terms of necessary items and basic services, they should be on par with high-end hotels. is consistent, and the quality of its basic management services cannot be reduced. The price of a budget hotel is not high, but it is clean, comfortable, safe and affordable. Its biggest selling points are preferential room rates and high-quality services. Brand extension is generally achieved in the form of chain operations, franchising, etc., and each chain store has a unified brand image, unified service standards, unified material distribution, and unified marketing promotion.

2. Analysis of problems existing in the marketing of my country’s budget hotels

(1) Market segmentation is incomplete.

Due to their late start, many hotels did not segment their target markets carefully enough, resulting in overlapping markets. According to foreign development experience, there are three types of budget hotels: limited service hotels, budget hotels and budget hotels. Limited service hotels are in the upper category, budget hotels are in the mid-range, and budget hotels are in the lowest category. The prices of these three levels of hotels vary greatly, as do the hardware facilities. The room facilities of limited-service hotels are no less than those of four- and five-star hotels, while the room facilities of some cheap hotels are relatively simple. However, there is no very clear division of product levels in the current Chinese market.

(2) Lack of professional marketing talents.

Experience has proven that budget hotels are more suitable for chain operations. However, the training system of domestic hotel schools almost always revolves around the operation and management of independent hotels. Therefore, there is an extremely shortage of talents with chain hotel management knowledge and skills. The imperfect selection mechanism for state-owned hotel operators lacks the soil for the emergence of professional managers of budget hotels. There are few talents who are proficient in both chain operations and hotel management. In addition, China's hotel talents in the past were based on the services of high-star hotels. Those trained with standards and characteristics cannot adapt to the skill requirements of a budget hotel where one person has multiple positions and one job is all-round.

(3) Lack of marketing tools and incomplete sales reservation network.

Compared with foreign brands, domestic budget hotel brands lack marketing awareness and means. Many budget hotels have low visibility and fail to build their brand image successfully. Due to various constraints such as funds and operator quality, more hotels are in the stage of self-exploration. Most hotels still do not pay attention to market differentiation and the development of specialty products, and still use popular products to face the broad market. In addition, except for a few hotel chains such as Jinjiang Inn and Maojia Express, which have established independent sales reservation networks and call centers, many other hotels mainly rely on professional reservation centers and travel agencies to sell rooms. Even if there is a reservation network, its technology and efficiency are not high.

3. Analysis of marketing strategies of my country’s budget hotels

(1) Change marketing concepts and innovate marketing models.

1. Internal marketing, all employees participate.

Internal hotel marketing is all-staff promotion within the hotel. This is the continuation and extension of hotel marketing and the best way to save marketing costs. On the one hand, internal promotions are promotions for guests who have already stayed or old customers. To stabilize existing customers is to stabilize the existing market share. On the other hand, internal promotions do not require full-time personnel and are easier and more convenient than external promotions. From the general manager to the waiters, from the front desk to the back office, everyone can participate, and all hotel staff are voluntary salesmen. As long as the enthusiasm and initiative of all employees are mobilized and some methods and techniques are properly mastered, the hotel will form a strong internal sales force.

2. Relationship marketing, touching customers.

The purpose of hotel relationship marketing is to increase the loyalty of regular guests and consolidate market share. Commonly used methods in hotel relationship marketing include: frequent guest discounts, quick registration and checkout, and recording the past information of frequent guests to provide personalized hotel services. An experience with personalized service leaves a lasting impression on your guests. The hotel regularly contacts selected customers to understand their opinions and suggestions on service work. This will make them think that the hotel is a member of their network and have a sense of intimacy. They will subconsciously choose this hotel when they need to spend money in the hotel. .

(2) Carry out a reasonable combination of hotel marketing strategies.

American marketing scientist Professor McCarthy classified marketing elements into four categories: first, product, second, price, third, distribution (place), and fourth, promotion (( promotion), mainly studies how to expand the market. Because the first letter of these four elements is P, it is referred to as 4P.

Economic hotel. With rapid expansion in China, homogeneous competition is very serious, and market segmentation is an inevitable trend. The specialized development of economic hotels driven by product differentiation can avoid the vicious price competition caused by homogeneity and integrate different consumers. The potential demand is transformed into actual demand, thereby forming a detailed professional market, making the economic hotel product form more abundant, and the market competition is standardized and orderly.

Although budget hotels provide limited services, this does not mean that their products are simple or crude. Budget hotels need to refine their target markets and determine whether their hotel's target customers are business travelers or tourists. Aim at your main target customer groups, analyze their psychology, carefully study their consumer needs, and provide them with the most suitable products and services.

2. Pricing strategy.

Budget hotels cannot simply emphasize profit creation and ignore the market and competitive situation, nor can they fall into a price war in pursuit of market share. Price strategy is one of the important marketing strategies for budget hotels. Hotels need to set flexible and different prices for various market segments based on cost and seasonally to ultimately achieve marketing goals.

3. Marketing channel strategy.

The Internet is a good information platform. It speeds up the communication between people. The hotel promotes its corporate image through the Internet, which is faster, clearer, comprehensive and interactive, making hotel services more efficient and interactive. Be tangible. Multimedia technology can be used to dynamically display hotel facilities and equipment, internal environment decoration, and various special services on the Internet. Guests can learn about the hotel faster and get visual and intuitive services at home without leaving home.

References:

[1] He Yongqi. Zhang Chuanzhong. Marketing [M]. Northeastern University Press of Finance and Economics, 2003, 278-283.

[2] Huang Liuying. New concept of hotel marketing: differentiated marketing. Business Economics and Management [J], 2007, (1).

[3] Shi Tonghe. Analysis of ways for economic hotels to reduce costs [J]. Shenyang: Liaoning People's Publishing House, 1982(5).

[4] Zhou Li. A brief discussion on the development opportunities and business models of budget hotels [J]. Science and Education Wenhui, 2008(12).

[5] Zhang Weihong. Competitive strategy of budget hotels - taking Maojia Hotel chain as an example [J]. Shopping Mall Modernization, 2008 (9): 12.

[6] Zhang Hui. Selection of competitive strategies for budget hotels [J]. Business Modernization, 2005(1).