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Jiujiang Chai Town Hotel Marketing Plan

Foreword

With the socialist reform, state-owned enterprises are gradually moving towards marketization, and the survival of the fittest will be eliminated in the fierce competition. Only by winning in the competition will there be further development. As a state-owned hotel, Chai Zhen Hotel is also facing the challenge of the market. Only by facing the market and responding in time will there be a more brilliant tomorrow. IV>

In today's increasingly standardized hotels, customers are tired of the same room furnishings, the same menu, the same entertainment activities ... the same standardization all over the world. How can we provide high-quality and distinctive services to customers and satisfy them to the greatest extent? How to make customers choose a hotel that suits them, so that hotels and customers can have good communication before the "first intimate contact". Make the demand curve of Chaizhen Hotel rise, which is the goal of this plan.

contents

1: market analysis .............................. (2)

1. market background analysis. Customer analysis ........................................... (3)

4. Market segmentation ............................. Strategic conception ........................................... (7)

2. Specific strategy ................................................................................................................ Promotion plan ................................................................ (1)

Third: advertising implementation plan ......................................................................................... Advertising action plan ....................................................... (12)

Fourth: advertising effect prediction and evaluation ............................................................................................... )

1. Market analysis

1. Market background analysis

Jiujiang is a tourist city and the center of political, economic and cultural activities in northern Jiangxi, with a relatively large floating population, with tourists taking the main position. Most tourists come to Lushan Mountain. In choosing accommodation, tourists consider hotels in Lushan Town in advance for the convenience of travel. However, due to the high price and the shortage of hotels, some people turn to stay in Jiujiang City. Because of the development of some scenic spots in Jiujiang city, major travel agencies gradually take Jiujiang city as a transit point for tourist routes, thus gradually concentrating tourists on urban accommodation.

with the economic development of Jiujiang, political, economic and cultural activities are becoming more and more frequent, and the demand for hotels is gradually increasing.

The major hotels in Jiujiang are mainly in the three-star level, and they are increasingly standardized, which can no longer meet the unique needs of consumers, so it is completely arbitrary for customers to choose which hotel to consume. And with the development of the market, three-star hotels are gradually saturated. Four-star hotels (Yuanzhou Hotel, Xinhua Hotel, etc.) have been established one after another, and the competition among hotels will become more and more fierce by subdividing senior consumers from the market.

2. SWOT analysis of Chaizhen Hotel

Through the SWOT diagnosis of Chaizhen Hotel, we can clearly understand the advantages and disadvantages, marketing opportunities and threats of Chaizhen Hotel, so as to give full play to the advantages of the hotel, continuously improve the shortcomings of the hotel and lay the foundation for practical advertising strategies in the future.

Advantages: Chaizhen Hotel is located at No.111, Gantang South Road, Jiujiang City, with convenient transportation, and it is located in the downtown area, making it convenient for customers to go shopping. As far as the hotel itself is concerned, it is also a three-star design and construction, independent building, luxurious decoration, complete equipment and complete functions, which has a certain competitive advantage among the same hotels. Chaizhen Hotel is also a subordinate unit of the Finance Bureau, with some regular customers.

People in this government office know Chai Town Hotel better.

Disadvantages: The road to Chaizhen Hotel is relatively small, and people are crowded. The hotel does not have its own parking lot, and there are fewer taxis passing by, which brings inconvenience to customers. Since its establishment, Chaizhen Hotel has mainly focused on internal publicity, without paying attention to external publicity, lacking visibility and reputation. In a long period of time, the old customers kept withdrawing, and there were no new customers to supplement them, which made the occupancy rate of Chaizhen Hotel decrease gradually. Hotel waiters are not very professional and standardized, so they can't give customers affinity. Moreover, the hotel facilities and equipment have not been updated in time, which can not meet the needs of middle and high-end business customers. Due to the long-term separation from the market and the imperfect management and innovation mechanism of hotels, it is difficult to adjust the strategy in time in the face of the ever-changing competitive means of competitors.

Opportunity: With the rapid development of economy, political, economic and cultural activities are becoming more and more ordinary. The living standard is gradually improving, and the tourism industry is developing faster and faster. Jiujiang, as a tourist city, is bound to increase its floating population. The convenient traffic in Jiujiang has obviously promoted the economic exchanges between the region and its surrounding areas, and business travel has increased by a large margin. At the same time, the obvious improvement of long-distance traffic has greatly stimulated cross-regional sightseeing and brought vigorous business opportunities for the hotel consumer market.

Threat: With the establishment of some high-end hotels, high-consumption business customers and associations are gradually losing. If Chaizhen Hotel wants to improve its operating efficiency, it must open up new tourist markets on the basis of stabilizing a part of Chinese tourists.

under the fierce market competition, some hotels began to lower the group price, the individual price of some rooms and various promotions. Most of these hotels have just been established in recent years, and their facilities and equipment are higher than our hotel's, which is quite attractive to some regulars of our hotel, and their management and competition means will enter a higher level. If our hotel doesn't make full and meticulous preparations in all aspects in time, it will be difficult to save the situation in the near future under the attack of many parties.

3. Customer analysis

According to the nature of customers, people who choose to stay in hotels can be divided into three categories: 1. Tourists; 2. Business customers and conference groups; 3. individual customers.

tourists are the group with the largest number of people staying in hotels in Jiujiang, and they are a large-scale source of tourists in hotels, and they mainly make group reservations. But it is not easy for tourists from all over the country to unify services.

General needs of business customers and conference groups

When choosing a hotel, the first consideration is geographical location and transportation, and the attitude towards the price range of the hotel mainly depends on the approval of the boss. Now, the price of hotels is not a very important factor for this group, but efficient and fast service. What they value is the reputation and image of the hotel. What you need is a hotel that matches your identity. Chaizhen Hotel is a medium-sized hotel, so it is mainly middle-level when choosing target customers.

FIT can make up for the low occupancy rate of hotels mainly in the off-season, as a secondary advertising group.

4. Market segmentation

In order to achieve good economic effects, hotels must carry out market segmentation. Market segmentation can enable enterprises to be targeted in marketing strategies and have an overall grasp in advertising planning.

The sale of group rooms is of special significance to hotels, because it is the largest customer group in hotels. However, group guests are usually organized by travel agencies and choose hotels to stay. Guests may not know about hotels. Therefore, customers' first contact with Chaizhen Hotel may make them become individual guests in the future, which will bring opportunities for the hotel to establish repeated business. If we make a market segmentation for group guests, position them and make special marketing plans, it will be the main business of Chaizhen Hotel. And further analyze the team price, service implementation and tourist market of competitive hotels. The main ways are as follows: 1. By choosing suitable travel agencies, enter into group sales agreements to transport customers to hotels; 2. Send hotel publicity materials to every travel agency that hopes to bring target customers to the restaurant and ask them to provide customers; 3. Visit travel agencies or invite them to visit hotels at an appropriate time; 4. Combine hotels, travel agencies and tourist attractions as a whole to attract customers. 5. Improve the service for tourist groups and enjoy different discounts according to the size of the group.

Business customers and conference groups mainly choose high-star business hotels that match their identities, and the competition in the business guest market is fierce. To win this competition, it is mainly to communicate with various institutions, to make full use of the advantages of the subordinate institutions of the Finance Bureau as a means of publicity, and to increase publicity in government departments. For business customers, the image and reputation of the hotel are established mainly by increasing facilities and improving services, so that business guests can feel fast, comfortable and natural in Chaizhen Hotel. Can bring special services to business customers and conference teams that other hotels can't give.

second: advertising strategy

1. strategic conception

with the continuous development of hotels, the competition of homogeneous hotels is becoming more and more fierce, and Chai Town Hotel, as a medium-level hotel, is also facing fierce competition. For customers, the more hotels of the same type, the greater the choice, and in the case of little difference in facilities and services, popularity and credibility will become the decisive factors in customers' choice. If Chai Zhen Hotel can increase publicity and adjust its strategy in time, Chai Zhen Hotel will be in an invincible position. The establishment of popularity and credibility needs many efforts, and advertising is a powerful means to improve popularity.

what kind of advertising form to choose depends on the target group, market size and competitive strength of Chaizhen Hotel.

Chaizhen Hotel is mainly a foreign-related hotel designed and built according to the three-star standard. The hotel is luxuriously decorated, well-equipped and fully functional. It can provide "all-round" service all the time, and can provide customers with all the best care and meticulous service. The service of Chaizhen Hotel is professional, standardized and upscale, which enables customers to truly enjoy three-star service and a safe, fast, comfortable and natural lifestyle in the hotel and enjoy the warmth of home. What I feel is a brand-new ideal place.

2. Specific strategy

Advertising strategy with the main content of improving the visibility of Chaizhen Hotel, establishing corporate image and promoting the enterprise. Improve customers' first acquaintance and memory through various advertising methods, so as to make customers have a good impression and recognition of Chaizhen Hotel. Indirectly increase the occupancy rate of hotels.

the basic principle is to launch an all-round advertising campaign around two slogans in a strategic sense, fully reflecting the new thinking, new packaging, high taste and atmosphere of Chaizhen Hotel, so as to move people with emotion and seize people's wisdom with reason. Its two slogans are:

1. "Give you a three-star home"

2. "Fast, comfortable and natural business places are unique here"

3. Advertising media strategy

Based on the advertising expenses that Chai Zhen Hotel can accept, the best advertising effect can be achieved with the least media expenses. Based on the characteristics and comparative analysis of advertising media, combined with the advertising objectives and actual situation, we choose some reasonable media to optimize the combination, so as to realize the transmission of hotel advertising messages, deepen customers' cognition of the hotel, and improve and expand the visibility and reputation of the hotel.

Based on the comprehensive analysis of the major media in Jiujiang, when choosing media, we mainly focus on

print media, combining outdoor media, radio, internet and news as one advertising media strategy.

outdoor media is not limited by time and space, and can transmit information at any time, so it has strong timeliness. However, it can only be used as the carrier of hotel name or slogan propaganda, but it can't promote sales, and the media cost is relatively high. As a small hotel, advertising is not suitable for choosing outdoor media, so when choosing outdoor media, only light boxes and neon lights are taken into account as a reminder to customers in Chaizhen Hotel.

broadcast media has the characteristics of fast propagation speed, wide propagation range, high coverage rate, and can be played all day, making it easy to listen. In the production process, the image of the hotel can be shaped by language and music, which can make the audience feel true, cordial and eager to come to the hotel for consumption. Moreover, the production of radio advertisements is simple and the cost is low. So I chose to play it in different time periods of Jiujiang Radio and Jiujiang Traffic Music Station.

online advertising is mainly to satisfy the tourists' search for the information of major hotels in Jiujiang and the middlemen's (travel agencies') understanding and feedback on the information of Chaizhen hotels. It saves both parties' expenses in the process of collecting information, which is a very good interactive media. Mainly through the establishment of their own websites and promotion in various travel agencies.

news mainly focuses on soft advertisements, which are published in Jiujiang Daily and Xunyang Evening News. The use of soft advertising can increase the credibility of customers' hotel information and the arrival rate of hotel information. It has incomparable publicity effect with simple newspaper advertisements. Ask the news editor to write the truth about the hotel.

The print media are mainly newspapers, magazines, hotel brochures, publicity banners, monthly hotel price lists and promotional materials.

The print media is the most traditional media, with wide spread, fast speed, wide reach of customers and strong readability. Be able to correctly convey the advertising information of the hotel to customers.

through the concrete analysis of the above media, different media have their own characteristics and shortcomings. In order to make up for the defects, the media should be reasonably matched and learn from each other's strengths, so as to select the above media for optimal combination.

4. Promotion plan

Plan 1:

Every family is happy to be the top student in the college entrance examination

The annual college entrance examination, which is of great concern to the society, will begin on June 6, and parents are always watching and looking forward to its arrival, expecting their children to win the college entrance examination. However, with the advent of knowledge economy, parents regard their children's academic development as the achievement of lifelong struggle, and the college entrance examination is the most critical threshold in the process of academic development. Therefore, parents will do their best to provide the best conditions for their children.

According to the survey, with the improvement of living standards in recent years, during the college entrance examination, many parents live in hotels together to take care of their children, so that their children can have a good rest, review and get good grades in a comfortable environment. This has brought new business opportunities to major hotels. By playing it by ear, we chose to launch the slogan of Chaizhen Hotel before the college entrance examination and carry out general publicity.

1. sponsor six disabled students and provide them with special cars, meals and accommodation during the college entrance examination.