Thesis on hotel marketing

All hotel business activities are centered around consumers. In other words, hotels must first conduct sufficient research on the market, and then choose a target market that suits them. The following is a paper on the theme of hotel marketing that I recommend to you. I hope you like it!

Part 1 of a paper on the theme of hotel marketing

"Marketing Strategies of Modern Hotels" < /p>

Abstract: With the development of social economy, the hotel industry is facing unprecedented development opportunities and increasingly fierce market competition. Therefore, it is crucial to do a good job in hotel marketing. This article discusses the marketing strategies of modern hotels based on the analysis of existing problems in modern hotel marketing.

Keywords: hotel, marketing strategy

CLC classification number: F406.11 Document identification code: A Article number

As a modern hotel operation, market The core role of marketing is an inevitable trend. Of course, hotel marketing must cooperate closely with other departments in the hotel, such as accommodation and front desk, guest rooms, dining and restaurants, conferences and engineering, audio, etc. The marketing department often represents the requirements and needs of customers. Interests, and customers' requirements are sometimes very picky and may affect the work procedures of other business departments. The marketing department should do a good job in coordinating customers and operating departments. The role of marketing is to communicate the supply and demand relationship between the hotel and the customer source in order to achieve the best benefits for the hotel. Therefore, hotel marketing is the core of hotel operation and management.

1. Problems in modern hotel marketing

1. Backward management concepts and insufficient attention to brand competitiveness

Although the hotel industry was the first to open to the outside world in my country, One of the investment fields, however, due to technical and institutional reasons, the management concepts of hotel companies in my country are backward and they do not pay enough attention to brand competitiveness. The manifestations are as follows: First, the hotel brand image is blurred. The hotel brand image is the impression of the hotel brand in the minds of consumers. It is a powerful driving force for consumers to purchase hotel products. Having a good and clear brand image is the basis for achieving brand competitiveness and can quickly and permanently attract consumers. source. However, the role of my country's hotel brand image in promoting sales is limited

2. The degree of informatization and networking in the industry is relatively low

Informatization and networking are With the general trend of economic and social development in today's world, information technology has become an important force affecting human life and economic activities. The application of the Internet has become a revolution in hotel management, forming a new concept of hotel management with "Internet Marketing" as the core. Against this background, the degree of informatization and networking of my country's hotel industry is relatively low, resulting in low management efficiency and low economic benefits. This is mainly reflected in the fact that due to poor information flow, many hotels have a serious shortage of customers and the room vacancy rate is constantly increasing. rise.

3. The imbalance of supply and demand leads to vicious competition.

On the one hand, my country's tourist hotel industry has entered the buyer's market, and hotels have entered the era of meager profits. A considerable part of hotel marketing management still relies on traditional marketing methods such as teamwork, contract signing, simple sales promotion, and low-level price reduction. There is a lack of market analysis and market positioning of its own hotels, or the analysis is not in-depth enough and the positioning is inaccurate, making the hotel's business strategy unclear. On the other hand, the scale of China's tourist hotel industry is increasing at a rate of nearly 10% per year, resulting in continuous growth in the total supply of my country's hotel industry and an unreasonable supply structure, which has caused the average profit of the hotel industry to continue to decline. Moreover, the main focus of hotel management and sales is to understand the opponents and how to compete with their peers in scale, price, service, and culture. Vicious competition will artificially reduce the guest source market of their own hotels.

4 The hotel industry’s marketing awareness is weak

A recent survey on the hotel industry’s marketing status showed that 60% of hotels do not know how to formulate an overall corporate marketing strategy; 50% of hotels do not know how to formulate sales policies; 70% of hotel decision-makers do not know how to start when building a corporate marketing network; 55% of hotels do not understand marketing management; 40% of hotels cannot analyze the competitive landscape and do not know what kind of competitive strategy to adopt ; 45% of hotel decision-makers do not know enough about scientific market research; 35% of hotels have a vague positioning of themselves; 40% of hotels have difficulty managing and controlling prices; 45% of hotels cannot handle the company's long-term strategy and short-term benefits. relationship; 40% of hotels have difficulty integrating and applying advertising, public relations, and promotion strategies. These data illustrate that the current marketing situation in the hotel industry is still in its infancy.

2. Marketing strategies of modern hotels

1. Strengthen hotel online marketing

The Internet has brought a lot of convenience to our lives. It allows us to Know the first information at once, allowing communication to span space and form interactions. At the same time, informatization has also caused a revolution in the hotel industry, forming a new management concept of "online marketing", and has gradually become the most effective, convenient and economical marketing method for hotels, and then Ctrip, Elong and other companies specializing in online marketing have emerged. Booking website.

At present, most hotels have their own websites. However, the content of most websites is still limited to the introduction of hotel equipment and facilities, and their online booking functions are not strong. The guests on the hotel network mainly come from Ctrip. After all, Ctrip's reservations The price is low, booking is convenient, and the options are strong. General hotel website bookings are simply incomparable.

2. Strengthen hotel personalized marketing

Today, people’s consumption concepts and consumption needs are constantly changing, and consumers have shifted from the original unified consumption and standard consumption to personalized consumption. Therefore, in addition to meeting the individual needs of customers, hotels must also proactively provide differentiated services to customers based on their personality characteristics and special needs, so that customers can have a sense of pride and satisfaction, thereby retaining Make a lasting impression, win their loyalty and become repeat customers. In the final analysis, the guest's personalized needs are a feeling of being respected and satisfied. For example, when the guest registers, the guest is called by his name; when the guest arrives in the room, he sees his favorite food and magazines; when the guest leaves the hotel, the hotel sends a special message SMS greetings. Personalized service does not lie in how many discounts the hotel gives to guests, but in knowing the guests' needs and providing them at the right time, so that the guests feel that they are enjoying "services specially provided for me". To provide personalized services, hotels need to do a good job. They must not only establish a complete customer database and fully understand guests' check-in habits, but also pay attention to guests' new needs and create new surprises for guests.

3. Strengthen marketing within the hotel

Form a good competitive incentive mechanism within the company, mobilize the enthusiasm and initiative of all employees, and enable each employee to proactively serve guests , pay attention to the guests' situation at all times, communicate with the guests naturally and harmoniously, and carry out promotions appropriately. For example, when guests check in, the front desk receptionist seizes the opportunity to introduce local tourist spots and historical sites to the guests, and arranges the guest's activities as much as possible in order to extend the guest's stay; the bellman can use the help of the guest to carry the luggage and send the guest to the room. Taking the opportunity to introduce the hotel's various service facilities and promote hotel products to guests based on their hobbies; restaurant waiters proactively and enthusiastically help guests select foods that suit their tastes and recommend restaurant special dishes, so that the promotion activities are carried out unconsciously . In this way, the hotel will form a strong internal promotion force.

4. Strengthen hotel low-carbon marketing

Hotel cancellation? Six small things? Although highly controversial, the arrival of the low-carbon era is unquestionable. The China Hotel Association formulated the national "green hotel" standards as early as 2001, proposing the basic conditions for green hotels and green hotel management requirements. Specifically, it is to use green concepts to build a green hotel from eight aspects: green sales, water conservation, energy management, environmental protection, waste management, green guest rooms, green catering, and green management. However, in the true sense of low-carbon marketing, in addition to doing the above eight aspects well, it is more important for hotels to guide customers to engage in low-carbon consumption, so that low-carbon services can be fully implemented.

3. Summary

With the enhancement of my country’s comprehensive strength and the development of tourism, internationally renowned hotel groups have set foot in the Chinese market, and the domestic hotel industry is developing faster and faster. How to strengthen the marketing strategy of hotels in my country, how to attract customers and improve hotel competitiveness are the primary issues that every hotel is actively considering, and marketing strategy is the top priority of hotel strategy. Tourist hotels must arm themselves with scientific and advanced hotel marketing, thereby promoting the rapid development of my country's hotel industry on a healthy and orderly track.

References:

[1]Sun Zhen. Discussion on Modern Hotel Marketing Issues[J]. Industry and Technology Forum, 2010(03).

[ 21] Li Xue. Research on Marketing Strategies of Business Hotels [J]. China Business, 2011(05).

The second paper on the theme of hotel marketing

"Economy Hotels "Market Strategy Analysis"

Abstract: As an economical hotel, Zhihuajia Hotel Chain is currently gradually exploring its Xinyang market, and has a detailed understanding of the ways customers obtain product information, customers' consumption habits, and customers' follow-up Evaluation and other content, thereby achieving operational cost savings, increasing occupancy rates and brand awareness, and adjusting business strategies in a timely manner based on its current situation.

Keywords market segmentation; marketing strategy; Zhihuajia chain

Zhihuijia hotel chain is currently gradually opening up its Xinyang market as an economical hotel that is different from traditional hotels Hotels and Zhihuijia hotel chain have their own unique competitive advantages: geographical location advantage: located at the intersection of Xinyang City’s transportation (train station, bus station), supermarkets (Wal-Mart, Tianrun Plaza), and finance (ICBC, Agricultural Bank of China) zone; high product recognition: the guest rooms are stylish and individual in design (warm and small), with high comfort (tatami mats); high cost performance: segment the market and lock in the core customer base. As a new intellectual painter, he is always subject to the test of the market.

However, everything has two sides: a superior geographical location can certainly bring convenient transportation to customers, but the high cost of land and related expenses such as shop rent will inevitably lead to a substantial increase in hotel operating costs.

These practical problems are constantly training the growth of the young Zhihui family! Researching the consumer behavior of the Zhihui hotel chain is conducive to maintaining communication with customers and the market, obtaining real-time, fresh first-hand information, and strengthening the enterprise. marketing and decision-making capabilities. Only when management, operations and other personnel make reasonable decisions can enterprises save costs, increase occupancy rates, and brand awareness. Therefore, studying the consumer behavior of Zhihuajia Hotel will play a good role in the development and growth of Zhihuijia Hotel. Promotional role!

1. Consumer market segmentation

(1) Scattered tourists

The demand of this kind of customer is to be able to use the guest room as a part of their journey It is a transit station where customers can continue their journey after relaxing their body and mind to a certain extent. Since this type of travelers come from all over the world and will not stay for a long time, their consumption is highly random in their choice of accommodation and varies in age. Characteristics of fixedity and long consumption cycle, but if consumers identify with the merchant's brand, their consumption behavior will be loyal, that is to say, they will continue to consume this type of product until the product is no longer available To meet their emerging consumer needs.

(2) Business travelers

Due to business, they often travel to and from various places. Once they choose a stop on their business journey, their ability to continue consumption will be enhanced. , they have high loyalty.

(3) Young lovers

This type of customers can be clearly distinguished from their age levels, which means that the customers are obviously younger. However, this type of customers can be subdivided in terms of gender, location, and income:

1. Young male customers from the city with a fixed income. This type of customer has a stable income and has a large choice of products. They are full of love and convey their love to each other, and will take rational actions when making purchases. Through the analysis of the consumption behavior of this type of customers, we can clearly understand their consumption needs: after establishing brand recognition, young male customers from the city with fixed income are willing to consume different room types at different price points. Compared with the former, the consumption cycle of customers who are on the road will be much shorter, and the consumption behavior is long-lasting and stable.

2. Young female customers from cities with fixed incomes. This type of customer also has a stable income. Compared with male customers, this type of female customers are more likely to make purchases from a perceptual perspective: while they pay attention to room hygiene, facilities, and service quality, they also focus more on choices. Beautifully decorated, novel and warm room type. Interestingly, when the above two types of customers appear at the same time, the purchasing and consumption behavior of male customers will be greatly affected by female customers. For example, when facing our promotions, male customers are generally not affected by price factors. They will focus more on the quality of the product and whether the service is complete. They will join this promotion because they want to try new products. middle. Female consumers will consider the suitability of the room, and they will consider whether to join the promotion after completing the consumption behavior.

3. Young men and women from cities with irregular or no income. Due to the limitations of economic income of this type of customers, room prices will be particularly obvious for their consumption behavior. That is to say, they are more sensitive to price. While satisfying their own needs as much as possible, they will give priority to price factors. This type of customer has similarities with on-the-go customers, such as a longer consumption cycle. However, if they establish recognition of our brand, they will choose lower-priced rooms and continue to consume steadily. This kind of consumption will change with their age, income growth and changes in consumption needs.

(4) Migrant Workers

This type of customer is similar to the former and is sensitive to price. They tend to seek high-quality and low-priced rooms. They do not meet the above conditions to join. , then most of them will choose another place to live. The consumption demand and purchasing power of migrant workers are not as good as those of other customers. Their consumption characteristics are random and the consumption cycle is very long.

In the online sales part, consumers are roughly divided into customers from online sales platforms and customers from group buying platforms. Customers from these platforms have the following characteristics: young people account for a large proportion, customers are keen on pursuing new things, and are more price sensitive. This type of customer is about to enter work or has just started working, has a certain income, and is Before establishing recognition of the product brand, their consumption behavior is blind and random. After establishing loyalty to the product, their consumption behavior is characterized by a short consumption cycle and a keenness to consume relatively fixed products. Characteristics of strong ability to continue consumption.

2. The actual market situation of Zhihuijia chain

(1) The ways for customers to obtain product information

Combined with daily sales work, we can have targeted According to a recent questionnaire survey, it can be seen that the ways for customers to obtain our product information can be roughly divided into the following types

1. Word of mouth among friends (proportion : 26%)

2. Accidental street discovery (39%)

3. Conditional search when shopping online (10%)

p>

4. Decisions made after comprehensively searching and comparing a variety of products (25%)

Through the above data, we can clearly see that individual customers are among our customers. The proportion is still large, and online sales account for a smaller proportion. How to convert as many individual customers as possible into members with strong ability to continue consumption and enhance our own brand awareness has become an important proposition.

(2) How customers consume our products

Our guest rooms are equipped with basic facilities such as disposable consumables for customers to use. Analysis from the usage of basic facilities can To feel customers' recognition of our guest room facilities and hygiene, it can be seen from the above questionnaire: 75% of customers think that it is necessary for guest rooms to be equipped with disposable consumables, and 13% of customers think that the provision of disposable consumables is in line with It's not too important. In addition, 12% of customers will choose to bring their own daily necessities according to their own needs. When analyzing the causes of towel contamination and damage reports, we can see that up to 59% of towels are contaminated and damaged due to customers throwing them on the ground and cleaning their shoes! So we have to think deeply about this. : Why do customers use our towels in this way? Some people may say that this is related to the low quality of customers! If so, it would be too subjective. Low quality will certainly lead to poor use of our towels, but if we put aside subjective inferences and analyze them, we will feel how ridiculous our words are. Speaking of this, it is related to another important content. Why do customers consume our products in this way? You will know one or two by looking at their follow-up reviews. (3) How are customers’ subsequent evaluations of us?

From the customer evaluations of our stores on a group buying platform in the past six months, we can see that: the proportion of positive reviews is 87%, and the proportion of neutral reviews is . 7%, and negative reviews account for 6%. After searching and classifying many keywords evaluated by customers, it can be seen that the first keyword is "good hygiene", accounting for 11%, followed by "good environment" (proportion (10%), "The room is good" (accounting for 7.3%), "Good location, good" and "Good service" both account for 6.4% of the overall consumer evaluation number, followed by "Good facilities" ?, ?Convenient transportation?, ?High cost performance?, etc., the proportions of the above three are: 5.04%, 4.1%, 4.12% respectively. The above data is quite confusing at first glance, but the frequency of keyword usage in customer reviews can reflect the customer's consumption psychology. Based on the recent domestic media exposure to a well-known domestic hotel chain brand, it can be seen that customers are very concerned about the hygienic condition of the guest rooms. From this point of view, it is not so much the low quality of customers that leads to the poor use of our linens. Customers have common concerns about the hygiene of domestic guest rooms.

3. Strategic adjustment of Zhihuijia chain

(1) Current situation

According to the current situation of Zhihuijia chain, consumers are pursuing cost-effective products At the same time, we also pay attention to room hygiene, space, design, facilities, location, sound insulation, humanistic environment, etc. When the above conditions are not met, consumers' subsequent evaluations will deter more new customers. Therefore, customers' subsequent evaluations are very important and have great reference value.

(2) Adjustment of business strategy

According to the current situation, while pursuing the external cost-effectiveness of the room, we should also consider the customer's stay experience and focus on maintaining a friendly and good relationship with the customer. Communication, and timely discovery and processing of problems in daily work, so as to achieve early prevention, early detection, early response and easy handling of problems. Only in this way can we consider the actual needs of customers from the perspective of their consumption and continuously meet their reasonable needs.

(3) Looking to the future

Although the current Zhihuijia chain is in the initial stage of development of Xinyang business, we believe that through the hard work and wisdom of our Zhihui family, we will surely achieve success. We will use our hands full of wisdom to create homes that belong to customers and employees, we will wait and see!

References

[1] Fu Guoqun. Consumer Behavior [M]. Wuhan University Press , 2014, 5.

[2] (U.S.) Michael R. Solomon, Lu Taihong, Yang Xiaoyan. Consumer Behavior [M]. China Renmin University Press, 2014, 7.

[3] Lu Taihong. Consumer Behavior - Chinese Consumer Perspective. Higher Education Press, 2012, 6

[4] "Consumer Behavior - Chinese Consumer Perspective" [M ].Lu Taihong. Higher Education Press 2013, 8.