1. Market research and analysis

Every hotel has its target market. For example, the sales target of XXX hotel in our city is the government, party and government organs. Only by defining the target can we determine the image of the hotel in the hearts of guests and the public according to the target market. We must distinguish our image and products from other similar hotels, and try to establish a distinctive and unique image in the hearts of guests. For this reason, we should first have a clear market survey report and position the hotel in market analysis. The following is a summary of the market survey:

1. Classification:

Hotels in our city can be classified as follows:

A high-end hotels: XX Hotel, Yingbin Hotel and Pingyuan Hotel

B medium-high-end hotels: Tonghui Holiday Hotel, fairview park Hotel and Tianyun Hotel

C mid-range hotels: Chuanhui Hotel, XX Cotton Hotel and Yong Guang Hotel.

2. Price:

The prices are:

Class A: 6811 yuan for the presidential suite; Luxury suite 2811-3211 yuan; Executive suite 1211-1611 yuan;

junior suite 321-811 yuan; Standard room (two or three people) 271-381 yuan; Restaurant private room 411-from 811 yuan.

class b: luxury suite 1411-2811 yuan; Executive suite 188-811 yuan; Standard room: 138-388 yuan; There is no reserve price or 311-688 yuan in the dining room.

category c: executive suite 168-288 yuan; Standard room 121-138 yuan.

3. Business model:

Class A: The check-in customers of this hotel are mainly government agencies, municipal authorities and some large enterprises and institutions, mostly agreement units and business customers. There are also a small number of business customers and retail investors, and their products are mainly provided for official government visits and corporate reception.

class b: the main customers of this kind of hotel are composed of major enterprises, administrative departments of county and township governments and more individual customers. This kind of hotel has a high grade, the hardware is not inferior to that of class A hotel and the price is more affordable than that of class A.

class c: its customer base is mainly business-oriented individual customers, interspersed with a small number of agreement units, which is economical and practical.

2. Market positioning:

1. Pricing: Our hotel is located in a busy traffic area with convenient transportation and a wide audience. Hardware decoration has also been positioned as a three-star hotel with high grade. Now, aiming at profit, sales volume and competition, it is suggested that the hotel price should be set as (can be revised after discussion):

luxury suite: 2611 yuan; Executive suite: 581 yuan; Standard room 321 yuan; Single room 311 yuan.

there is no reserve price for the consumption of private rooms in restaurants from 311 yuan.

2. Market image: According to the above items, the benefits we provide to our guests, our price and quality, our product categories, etc., it is suggested that the hotel can be positioned as the most convenient, comfortable and economical business tourism hotel.

3. Promotion means:

1. Cooperate with the Head Office to publish advertisements in relevant media (specific time, planning and other matters shall be handled according to the plan of the Head Office).

2. Customize the bus seat cover before the opening day, and contact the passenger transport company to do the replacement work.

3. Contact the taxi company to provide long-term cash rebates for taxi drivers who are sent to our hotel to check in customers. In the specific operation, the driver can be issued with my hotel discount card with its license plate number. If a guest enjoys a discount with this card when registering, he can get a cash commission for the owner, and settle the account at the end of the month or cash it immediately.

4. Contact with various large entertainment venues and make alliances for mutual benefit.

the specific operation is as follows: after reaching an agreement through negotiation, you can enjoy tickets and consumption discounts with my hotel room card to the allied units (depending on the agreements of each unit). You can enjoy a discount when you come to our hotel with the consumption receipt of the alliance unit, and you can enjoy a discount when you eat. The specific discount rate will be determined separately according to different units after the agreement.

5. In view of the ××××× Festival to be held in our city on October 17th, a large number of tourists are expected at that time. You can contact the local travel agency in advance to attract customers for our hotel in the form of commission.

6. There is an "81/21 rule" in hotel sales, that is, 81% of the turnover comes from repeated purchases or consumption by 21% of loyal customers, while the other 21% comes from those 81% of free customers. Therefore, we should vigorously develop the loyal customer base, that is, implement the membership system and issue VIP cards:

1) Anyone who spends more than RMB ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× Enjoy the preferential price of the agreement when spending in our alliance entertainment places;

2) Anyone who deposits more than RMB ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× In addition to enjoying the same preferential conditions as VIP guests, members can also enjoy monthly discounts, discounts, dishes and fashion gifts for members.

7. Partners: For the partners who directly contact our hotel on behalf of all units, we can use such means as issuing more invoices (subject to tax deduction), giving fashion gifts or providing reasonable rebates as required to catch repeat customers.

8. You can enjoy a 51% discount when staying in this hotel, and you can get a 21% discount on dining or a dish when you are introduced within ten days or one month after opening.

9. List the top 11 guest rooms and restaurants every month, and give gifts, reasonable rebates or full free coupons for hotel rooms. Gifts and coupons can be about% of their consumption amount, and full consumption can be about% of their consumption amount. If you don't have a VIP card, you can give it away for free and enjoy preferential treatment in future consumption.

11, launch a variety of combination products to increase customer spending and seize market opportunities:

Once the guests check in, they will be given a plate of seasonal fruits and a flower for free;

1) Senior business combination: For senior officials or business people who stay in the hotel suite for more than two days (48 hours), they can enjoy:

a. Free use of recreational facilities such as the ballroom in the hotel;

B. Send guests to the leisure or surrounding tourist attractions of the Alliance Entertainment Unit for free;

C. If the stay period is extended, the rent will be reduced (15% discount can be given on the basis of the stay price);

D. the checkout time can be appropriately extended, and no additional rent will be charged.

2) Meeting combination:

If customers use the conference hall, they can enjoy the following benefits:

a. Free tea;

B. Set up the meeting room free of charge;

C. Free use of conference equipment such as slide projector;

D. During the meeting, the working meals can be put on the market at a package price of one person, ranging from RMB ××-××× (depending on the requirements of the guests);

e. 4.5% discount for accommodation and 9.5% discount for meals.

3) Wedding combination products:

A. Luxury Cantonese banquet (XXX-XXX yuan);

B. Decorate the wedding banquet hall with flowers and double happiness banners;

C. Play Chinese and Western wedding songs (as required by the guests);

D. Free wedding invitations (printed with the words of congratulations from Hualin Hotel);

e. provide wedding ceremonies;

F. Wedding bridal chamber is provided free of charge. Flowers, seasonal fruits and champagne are provided in the room, and free American breakfast (bread, milk and fried eggs) is delivered to the room the next day;

g. create a wedding atmosphere according to specific requirements.

note: the minimum number of tables for the above items is 21.

4) Family accommodation combination:

a. Give away a fashionable children's toy for free;

B. Add a crib free of charge after asking for accommodation;

C. highchairs will be served during the meal.

5) Product mix for special events:

Training, travel, competitions, funerals, etc. can be freely combined with reference to the above products.

Fourth, make a behavior schedule according to seasonal changes:

(temporarily vacant)

Fifth, team building:

With the increasingly fierce market competition, a high-performance marketing team has become an indispensable part of every hotel, which is the key to successfully developing and maintaining the market. Team building is the organization of human resources and the effective use of resources, because the sum of individual contributions in team cooperation is always greater than the sum of individual work, so we should develop a marketing team composed of XXX people on the basis of all-staff marketing. Set up a marketing manager, marketing supervisor and marketing representative. Its main goal is to efficiently complete the contents of the above plans and make them run smoothly, and do a good job in market development and team reception.

VI. Personal suggestions:

1. Advise the staff to be in place as soon as possible and actively and enthusiastically participate in the early operation of the hotel;

2, ...

3, ...

VII. Conclusion:

The first draft of this plan was drafted on September × 2114 and completed on September 9. Due to the limited depth and breadth of market analysis, coupled with the rush of time, many contents in the plan have yet to be scrutinized. Please read it carefully and put forward valuable opinions.