some strategies of hotel off-season marketing.

1. channel innovation to find new sales growth points;

2. The injection of new ideas and mechanisms;

3. Expand business ideas and open up tourist markets;

4. Actively adapt to the market and adjust the positioning;

Positioning customers in off-season marketing market

At present, there are three phenomena in catering cost management, namely, weakening cost consciousness, weakening cost management and softening cost behavior, which leads to the increasingly serious cost out of control and high cost level, which seriously restricts the improvement of enterprise benefits and affects the development of enterprises. The main reason is that enterprises have fallen into a misunderstanding on the three basic issues of "who will manage", "what to manage" and "how to manage", resulting in cognitive deviation and behavioral deviation in management.

what should the hotel industry do to make the off-season not dull?

1. channel innovation, looking for new sales growth points. In the off-season of sales, no matter how hard we try, we can only wring a drop of water from a dry towel. If we want to squeeze more water out, we have to open up innovative channels to open up sources and drain it. When new channels bring new growth to sales, we will not always waste time on that dry towel. So, where should this channel innovation start? Starting from the similarity of consumers' shopping channels, it is also a good way to redesign the circulation channels or explore new consumer groups. Profit in peak season, momentum in off-season, and weak demand in off-season. Therefore, enterprises should put more emphasis on competition orientation and put more energy into observing and analyzing competitors. Relatively speaking, demand-oriented should be emphasized in peak season, and functional innovation that conforms to consumers' needs has more practical significance for "taking profits". Increasing sales volume is the most direct and realistic goal of off-season marketing.

The phrase "sales in peak season, marketing in off season" is widely circulated among marketers, which actually reflects the general lax thinking in off season. Hard work in the peak season and rest in the off-season have become the operating rules of most companies. This book is understandable. But the existence of common sense is also the existence of opportunity. At the same time, the growth of off-season sales will obviously not come from the increase of the market, but from the decrease of opponents. To put it bluntly, it is to steal from opponents when they are lax. This is also the reason why the strategy of "doing well in the off-season" was adopted. Grab the increment in the peak season and grab the decrement in the off-season ",which is the fundamental strategy to increase sales in the off-season-plundering with stronger promotion, wider publicity and lower price than competitors. However, it should be pointed out that the absolute amount of off-season is limited after all, so the amount of troops invested should be measured and the degree of looting should also be measured. Moreover, sales in the off-season are also focused on taking advantage of the situation. In addition, innovation is very important. The essence of marketing is to buy different homogeneous products. Innovation is to create differentiated, differentiated promotions, differentiated market positioning and market selection to complete the growth of off-season sales.

1. timely launch of new products and timely launch of some new products in the off-season can effectively cut the market share of competitors. From the perspective of gaining momentum, it can strengthen the position of corporate brands in consumers' minds. For enterprises with limited marketing budget, limited advertising and appropriate new product launch can achieve good influence. Some enterprises, in line with the principle of "direct proportion between input and output", greatly reduce their expenses in the off-season. Doing so will only make the sales pressure greater and the off-season lighter. Reducing the salary and commission of the staff resulted in the loss of a large number of sales staff, and when the peak season came, they were caught off guard. Therefore, it is necessary to strengthen and develop off-season channels. For example, in this winter, the weather is cold, and the business of all bathhouses is very prosperous. I think the hotel can take advantage of this weather and launch other "bathhouses" activities. In fact, these rooms in the hotel might as well be used as temporary bathhouses instead of wasting resources. Anyway, the hotel has its own boiler. Advertisements can be made to attract customers with better conditions than bathhouses and make full use of this resource. Of course, the housekeeping department and the catering department can launch the activity of sending the room for 2 hours after eating for over 311 hours, because customers will feel that they will get great benefits from eating. It can not only improve the efficiency of hotel catering industry, but also promote housing industry, bring repeat customers and stabilize customers.

in the off-season of market transfer, there are not only time restrictions, but also regional restrictions. That is to say, at the same time, in different regional markets, the off-peak season is different, at least to some extent; For example, in winter, there may be a low season for tourism in these places in the south of China, but I think Harbin may be welcoming the peak season for the ice and snow festival. Starting with hotels, most of them are tourists in the peak season, but also in the off-season, so the customers are very different. At this time, market transfer is very important, especially Xiushui City Hotel, which is not a large well-known hotel. In this off-season, it is also the traditional festival of China people-Spring Festival, so the hotel can grandly launch some activities facing local citizens, such as New Year's Eve. Of course, in other off-seasons, we must also re-analyze the market and analyze the main customers in this period.

ii. injection of new ideas and new mechanisms hotel management should devote themselves to the introduction of new ideas and new mechanisms, so as to fundamentally change the previous working methods, thinking concepts and corporate culture, and gradually form and establish new cultures and modern corporate concepts. By giving full play to the spirit of ownership and professionalism, and relying on the diligence of managers themselves and the exemplary role of taking the lead, employees are encouraged and motivated to be dedicated and happy. Pay attention to strengthen communication, narrow differences, try our best to eliminate factors that do not conform to the modern enterprise concept on the basis of stability, establish healthy atmosphere, eliminate the interference of bad factors, and minimize the impact of negative behavior. These works have greatly improved the management situation, and the hotel has a new look and a new spirit. As the saying goes, "When people are United, Mount Tai moves", with a unified concept and new mechanism, a unified and cooperative team is formed, and the hotel is therefore full of vitality. The more off-season, the more the hotel staff should be single-minded for the sake of the hotel, and the more responsible and uplifting they should be.

3. Expanding business ideas and opening up tourist markets. Hotel management should pay attention to highlighting the advantages of private enterprises in being sensitive to the market, strengthening risk awareness, management innovation, thinking innovation and using incentive mechanisms to mobilize all positive factors. According to the characteristics of off-season sales, the management subdivides the market, adjusts its positioning, broadens the market and cultivates customers. By adopting convenient and effective off-season package, we can make up for the loss caused by the price difference by reducing the cost and improving the housing rate, thus effectively winning the tourists and increasing the room income in the off-season.

4. actively adapting to the market and adjusting the positioning of the hotel catering department can be said to be a very important part of the hotel's profit. In view of the situation of the catering department, hotel leaders, on the one hand, speed up the recruitment of new employees, on the other hand, select outstanding employees to arrange in the management positions of the catering department, thus effectively pushing the catering work to a new stage, not only reducing labor costs, but also mobilizing the enthusiasm of old employees. Pay attention to using new ideas to face the market, strengthen the understanding of the importance of knowledge renewal, actively start the innovative thinking of managers, and adjust the market positioning in time according to market demand.

according to the passenger flow from 1 to 3 months and the distribution of holidays, make a promotion plan. Internally, we strengthened service training, comprehensively improved staff's service cultural awareness and service quality, timely adjusted and updated dishes, attracted and retained a stable customer base, got good market feedback, and effectively promoted hotel catering, thus greatly increasing catering income and exceeding budget tasks. The off-season tourism only affects housing, but not the catering department. Therefore, hotels should seize this specific situation and improve the performance of the catering department to make up for the vacancy in the housekeeping department.