Hotel industry is the earliest open industry in China. With the vigorous development of tourism, China's hotel industry will get greater development opportunities. The following is my paper on hotel marketing for your reference. Model essay on hotel marketing 1: Research on practical teaching mode of hotel marketing

Abstract: The focus of talent training mode in higher vocational education is practicality, openness and professionalism in the teaching process. We should take the combination of work and study as an important breakthrough point in the reform of talent training mode in higher vocational education, and actively promote the learning mode combined with productive labor and social practice. This practical teaching mode has brought new opportunities for the teaching of hotel marketing course, and also opened up new ideas for the practical course of hotel management specialty.

Keywords: hotel marketing; Practice; Teaching mode

Chinese library classification number: G718.5 document identification code: A

article number: 1115-913X(2113)12-1141-11

Hotel marketing is a professional basic course for hotel management majors. Its main purpose is to make students understand the basic knowledge of hotel marketing and require them to establish a customer-oriented marketing consciousness. From the previous teaching process, on the one hand, the traditional curriculum model is too rigid to train professional hotel marketers; On the other hand, students lack practice in school, and the examination method is mainly based on theoretical assessment. Practice teaching cannot be well applied to teaching, which directly leads to poor students' practical ability.

The Ministry of Education put forward in "Several Opinions on Improving the Teaching Quality of Higher Vocational Education in an All-round Way" that the focus of talent training mode in higher vocational education is practicality, openness and professionalism in the teaching process. We should take the combination of work and study as an important breakthrough point in the reform of talent training mode in higher vocational education, and actively promote the learning mode combined with productive labor and social practice. This practical teaching mode has brought new opportunities for the teaching of hotel marketing course, and also opened up new ideas for the practical course of hotel management specialty.

first, the application of practical teaching mode

the course of hotel marketing broke the traditional classroom teaching mode and moved some classrooms to campus? Youyou Cafe in Xuefu? Teachers are teaching at the training site as instructors of students' marketing skills. During the teaching process, they try to simulate the students' future working process in the hotel marketing department, so that students can train and complete their future tasks in their study. While students practice while learning, they carry out the marketing work of coffee shop products according to the real marketing process, and study in the real working situation. Done? Literacy and specialty, knowledge and concept, ability and technology, training and certification? Construction of productive training base on campus with functions in one.

II. Integration of teaching content and practical training

(I) Selection of teaching content

According to the teaching objectives of this course, the course group selects the teaching content in combination with the students' real marketing positions (marketing specialist, marketing clerk and marketing manager) and job responsibilities in the hotel. In order to shorten the distance between the goal of talent training and the cognitive requirements of students' employment post groups, the requirements of vocational qualification standards have been appropriately supplemented to reflect? Learning is work, and work is learning? The concept of vocational education.

(II) Design of teaching content

The course group divides the course of hotel marketing into theoretical teaching and practical teaching. In the course of course content design, the most important processes of hotel marketing are commodity market research. Write a research report? Find the right target market? Create hotel products? Set the price of hotel products? Establish sales channels and? Youyou Cafe in Xuefu? Combined with the production tasks, do? Integration of learning and doing and situational learning? .

(3) Teaching process design

According to the above project contents, the author will select the practical tasks in Project 4. Take the product design of coffee shop hotel as an example to design the teaching process, which is carried out through the following links.

preparation: divide the students into groups and prepare papers, pens, etc.

first, introduce courses and propose tasks? Design a coffee shop product. According to the practical tasks completed in the last few classes, we have positioned the target market. Teachers and students of the school and owners of their families. Design a coffee shop product according to the above market positioning. Requirements: drinks+fast food, operable.

second, plan. According to the market research information collected in previous classes, students can make a product design plan, which can be combined with the peak period of school lunch or some large festivals, and fully consider the specific circumstances of the coffee shop first.

third, make decisions. Choose the best one from the above plans and carry out the next step.

fourth, implementation. Students begin to finish the task. After mastering the assigned tasks, each group of students will do the actual operation in the coffee shop and complete the product design. (Students have practiced in cafes in their freshman year, so they have a good operating foundation. ) and conduct a live demonstration in the coffee shop to explain the nature and characteristics of the product.

fifth, control. In the process of students' live demonstration, students in other groups and teachers supervise and control, write down the irregularities in procedures and professional etiquette, and put forward them in the evaluation.

sixth, evaluation. According to the performance of the team members, each group evaluates the team members within the group and evaluates each other. Instruct teachers to comment, correct, demonstrate and practice students' performance, and finally conduct assessment and grading, which will be included in the assessment system of the whole course as a unit test.

Third, the evaluation of teaching effect

First of all, teachers practice teaching in the coffee shop, with students as the main body, so that students have the opportunity and ability to operate. On the one hand, brain analysis can mobilize students' learning enthusiasm, make students change from passive learning state to active learning, and improve students' learning interest; On the other hand, it can also enable teachers to accurately locate the combination of theoretical teaching and practical teaching in the process of participating in social practice, and improve teachers' practical operation ability.

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

thirdly, the assessment method has changed from the original paper assessment to a combination of process assessment and summative 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 marketing of the corresponding products in the coffee shop, and students are driven to complete their professional studies in the form of tasks. Each teaching process takes a specific work process as the object, and carries out market analysis, research, writing research reports, marketing planning, etc. All links are carried out around the real business, and the business is updated with the constant changes of the market. Coffee shop products designed by students' practical courses have become campus? Youyou Cafe in Xuefu? The main product of.

References:

[1] Deng Qingnan. Reflections on the construction of productive training base in hotel management major [J]. Journal of Chengdu College of Electronic Machinery, 2111(1).

[2] Xu Yan. Reflections on the practical teaching mode of marketing major in local universities [J]. Journal of Hubei University of Economics, 2111(7).

[3] Yang Yun. On the construction of practical teaching system of hotel management specialty [J]. Taiyuan City Vocational and Technical Journal, 2112(5). Model essay on hotel marketing II: the role of marketing in hotel management

Abstract: The hotel industry is one of the earliest industries in China. With the vigorous development of tourism, Hotel marketing is a series of business and sales activities to meet the reasonable requirements of customers and make the hotel profitable. The core of marketing is to meet the reasonable requirements of customers, and the ultimate goal is to make the hotel profitable, especially for budget hotels. This paper analyzes the present situation and problems of budget hotels in China, and further puts forward corresponding countermeasures, hoping to have some reference for peer managers and other hotels' marketing.

Keywords: budget hotel; Marketing; Problems; Countermeasures

Foreword

Marketing is a kind of marketing activity of hotels, that is, hotels comprehensively use various scientific marketing methods to sell goods and services to consumers in order to meet the needs of consumers. For hotels, especially budget hotels, marketing is an important part of business activities. By studying the needs of guests, it promotes the growth of hotel customers, develops potential markets, and then enhances the hotel's income.

this paper will take economy hotels as an example to discuss the role of marketing in China's hotel industry, analyze its current situation and problems, and put forward corresponding countermeasures.

1. Analysis of the characteristics of budget hotels in China

(1) Management structure: streamlined and efficient.

budget hotels adhere to the people-oriented management concept, emphasizing? One expert can do many things, and one person can do many jobs? , optimize the allocation of personnel, such as four-star and five-star hotels with deputy directors and six management levels, while budget hotels have 1:1.4, which not only simplifies the organizational structure but also reduces the cost of human resources. This is also an innovation in personnel management of budget hotels: in this labor-intensive industry, the organization is streamlined by reducing manpower, and at the same time, talents are recruited flexibly according to market demand.

(2) business model: cost-saving, cost-effective, suitable for chain operation.

The so-called high quality and low cost means that in countries with mature hotel industry, budget hotels only have few investment standards and supporting facilities. In terms of necessary items and basic services, they should be the same as high-end hotels, and the quality of their basic management services cannot be reduced. The price of budget hotels is not high, but they are clean, comfortable, safe and affordable, with preferential prices and excellent service as the biggest selling point. Generally, chain operation, franchise and other forms are adopted to achieve brand extension, and the chain stores have unified brand image, unified service standards, unified material distribution and unified market promotion.

second, the analysis of the problems existing in the marketing of budget hotels in China

(a) the market segmentation is incomplete.

due to the late start, many hotels do not divide the target market carefully enough, which leads to market overlap. According to the development experience of foreign countries, there are three types of budget hotels: limited service hotels, budget hotels and low-cost hotels. Limited service hotels belong to high grade, economy hotels belong to middle grade, and low-cost hotels belong to the lowest grade. The prices of these three levels of hotels are very different, and the gap of hardware facilities is also very big. The guest room hardware facilities of limited service hotels are no less than those of four or five-star hotels, while the guest room facilities of some low-cost hotels are relatively simple. However, at present, there is no clear product hierarchy in China market.

(2) lack of professional marketing talents.

Experience has proved that budget hotels are more suitable for chain operation. However, the training system of domestic hotel schools is almost all around the operation and management of single hotels. Therefore, talents with knowledge and skills of hotel chain management are extremely scarce. The selection mechanism of state-owned hotel operators is not perfect, which makes the professional managers of economic hotels lack the soil to produce, and there are few talents who are proficient in chain operation and hotel management. In addition, the hotel talents in China in the past were trained according to the service norms and characteristics of high-star hotels, which can not meet the skill requirements of one person with multiple posts and one job.

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

compared with foreign brands, domestic budget hotel brands lack the awareness and means of marketing. Many budget hotels are not well-known and their brand image construction is unsuccessful. Due to the limitation of funds, the quality of operators and other conditions, more hotels are in the stage of self-exploration. Most hotels still do not pay attention to market differentiation and the development of characteristic products, and still face the vast market with popular products. In addition, except for a few hotels such as Jinjiang Inn and Maojia Express, which have built independent sales reservation networks and telephone centers, many other hotels mainly rely on professional reservation centers and travel agencies to sell rooms. Even if there is a predetermined network, its technology and efficiency are not high.

third, the analysis of the marketing strategy of China's budget hotels

(a) change the marketing concept and innovate the marketing model.

1. Internal marketing, full participation.

hotel internal marketing is the promotion of all employees in the hotel, which is the continuation and extension of hotel marketing and the best form to save marketing costs. On the one hand, internal promotion is a promotion for guests or old customers who have already stayed, and stabilizing existing customers means stabilizing existing market share. On the other hand, internal promotion does not need full-time staff, which is easy and convenient compared with external promotion activities. From the general manager to the waiter, from the front desk to the background, everyone can participate, and all the hotel staff are voluntary salesmen. As long as the enthusiasm and initiative of all staff are mobilized and some methods and skills are properly mastered, the hotel will form a strong internal sales force.

2. Relationship marketing, moving customers.

the purpose of hotel relationship marketing is to improve the loyalty of frequent customers and consolidate market share. The common means in hotel relationship marketing are: frequent visitor discount, quick check-in and check-out, recording the past information of frequent visitors and providing personalized hotel service. A personalized service experience will leave a deep impression on the guests. The hotel regularly contacts the selected customers to find out their opinions and suggestions on the service work, which will make them think that the hotel is a member of their own network and feel close, and they will subconsciously choose the hotel when they need to spend money at the hotel.

(2) make a reasonable combination of hotel marketing strategies.

Professor McCarthy, an American marketing scientist, classifies marketing elements into four categories: one is product, the other is place, the third is distribution, and the fourth is promotion, which mainly studies how to expand the market. Because the first letters of these four elements are all p, they are called 4P for short.

1. product strategy.

Economy hotels are expanding rapidly in China, and the homogenization competition is very serious. Market segmentation is an inevitable trend. The exclusive development of economical hotels driven by product differentiation can avoid vicious price competition brought by homogenization and transform the potential needs of different consumers.