The purpose and requirements of teaching in this chapter

Marketing activities are the bridge between hotels and markets, and the success or failure of marketing activities directly affects the success or failure of hotel management. This chapter focuses on the basic characteristics and operational points of hotel marketing activities, among which the marketing mix strategy is the most.

New marketing concept and its operation skills.

case analysis

Jinli Shunde Hotel was founded on 1863. In the stormy course of 138, the style of British classical architecture and the characteristics of European medieval pastoral architecture are still preserved.

As the "No.1 Store in China" and a national key cultural relic protection unit, Lishunde Hotel, combining with its own characteristics, digs and utilizes its unique and rich historical and cultural heritage to find a new breakthrough. Referring to the old photos and relics preserved in 1930s, the hotel redecorated the Thames multifunctional banquet hall adjacent to Jiefang Road, and opened six unique single rooms to meet the different needs of guests.

Mao Zedong, Liu Shaoqi, Zhou Enlai, Zhu De and other party and state leaders attended the banquet menu of "The First Banquet of the Founding of the People's Republic of China" on June 1 949+1October1day. According to the arrangement of the original menu, the "First Banquet for the Founding of the People's Republic of China" was presented with traditional cooking skills and novel shapes. It provides an excellent opportunity for people from all walks of life to enjoy the taste, dignity and specifications of the state banquet. At the same time, a series of precious shark's fin, abalone and other fine products, homesickness banquet for returned overseas Chinese, and family packages for happy reunion have been launched, which have added highlights to the prosperity of China's holiday economy.

Simple and heavy cultural charm, luxurious and beautiful modern style and warm hotel service make Lishunde Hotel a traditional and modern place for dining, business, meeting and leisure.

I. Overview of Hotel Marketing Activities

The hotel industry in China developed with the pace of opening to the outside world, and it was the first industry to accept foreign advanced management experience and technology. However, through the investigation of the overall situation of the hotel industry, it is found that the management of many small and medium-sized hotels is still in the primary stage of copying and imitating, lacking the flexibility and innovation consciousness of management, and the operating results are not in the best state. It can be said that today's hotel industry is in a stage that needs to be studied and discussed most, and its operation will be further promoted. Marketing is the part that hotels need to strengthen at present.

1, the significance of hotel marketing

To some extent, marketing means that hotels provide certain benefits to their selected guests.

Hotel marketing activities are a series of planned and organized activities carried out by hotel operators in order to improve customer satisfaction and achieve hotel business objectives on the basis of customer satisfaction.

2. Characteristics and marketing strategies of hotel marketing activities.

1) The intangibility of hotel products makes the hotel's marketing activities bring corresponding fragility.

2) The non-storability of hotel products makes hotel marketing activities more arduous.

To this end, the hotel has carried out some marketing activities, such as adopting the method of selling on time and in quantity; Adopt time-sharing pricing method; Adopt different units of measurement; Increase the service mode of the hotel;

3) The non-transportability of hotel products makes the marketing activities lose some flexibility.

4) The restriction of mass production and sales of hotel products reduces the opportunity of scale effect in hotel marketing activities.

5) The randomness of hotel product consumption makes marketing activities must focus on stimulating guests' consumption desire.

3, the task of hotel marketing activities

Its task is to understand the needs and desires of guests through careful investigation and study of the market, and on this basis, design marketable hotel products to meet the needs of guests.

Hotels should combine their own advantages in marketing and choose vacancies in the market:

1) Business vacancy

2) Age vacancy

3) Gender vacancy

4) Time vacancy

5) Vacancy of living habits

6) Geographical vacancy

7) Interest vacancy

Second, the hotel marketing mix strategy

1, product strategy

1) meaning

Hotel products refer to the sum of all material products and service products provided by hotel enterprises to guests. It is an organic combination of tangible products and intangible products, and in this combination, intangible service is always the main body of hotel products. Tangible products are the support of intangible products.

Its characteristics are: comprehensive; Non-storability; Heterogeneity; Aftereffect;

2) Product mix

Hotels can combine products from four aspects: breadth, length, depth and density.

(1) breadth of product portfolio

The number of product lines owned by a hotel refers to the number of classified products operated by the hotel, such as room service, catering service and entertainment service.

(2) the length of the product portfolio

Refers to the number of different services included in the hotel's classified products, such as KYV box, billiards room, disco, bowling alley, sauna center, tennis court, gym and other services.

(3) Depth

Refers to how many different varieties can be provided in each different service project. For example, those MTV works can be provided in KTV boxes, without tea service and supper service.

(4) Density

Refers to the correlation degree of products of each product line in terms of use function, production conditions, sales channels or other aspects. For example, from the perspective of production conditions, the correlation between room products and catering products is very low, but from the perspective of sales channels, the two are related.

3) Development of new products

Not all new products are new products. They refer to products that are significantly different from the old products in terms of technology, function, structure, specifications, objects and services, and are products associated with new technologies, new ideas, new trends, new demands and new designs. There are three categories:

One is a brand-new product; The second category is to improve new products; The third category is the imitation of new products.

2. Price strategy

Price is the monetary expression of the value of hotel products, and it is also the only factor that generates income in the hotel marketing mix.

Analysis of factors affecting price.

There are mainly cost, market factors, marketing objectives, policy factors, hotel products, inflation and other factors.

2) Pricing strategy

Mainly includes:

(1) new product price strategy

Including skimming pricing method, penetration pricing method and satisfaction pricing method.

(2) Psychological pricing strategy

Including mantissa pricing strategy, integer pricing strategy

(3) Discount pricing strategy

Such as quantity discount, time discount, season discount, cash discount, function discount and effective overall discount.

3. Marketing channel strategy

Refers to the route experienced by guests from entering the hotel with consumption motives to finally consuming hotel products and the sum of all corresponding activities. Under the condition of market economy, the market capacity is very large and wide, and most hotel products must rely on certain sales routes to deliver products to guests.

1) category

Including direct and indirect marketing channels.

2) Choose a strategy

(1) product factors

Some products with high quality and high price are often bought repeatedly by a few wealthy buyers, so direct sales channels should be adopted. On the contrary, for popular products, we should use wide and long marketing channels.

(2) the hotel's own factors

(3) marketing target factors

(4) The development trend of marketing channels: joint marketing.

Brand marketing is a very effective marketing method. With the increasing diversification and personalization of consumer consumption, the role of brands is becoming more and more important. The establishment of hotel brand can trigger customers' consumption preference, establish customers' friendly feelings, and enhance consumers' sense of identity and loyalty to the brand, thus achieving marketing purposes. Hotel brands let customers know and distinguish themselves from other hotels through the name, logo and logo of the hotel. The establishment of hotel brand is based on service quality. Hotel accommodation is an intangible product with service as its main content. It cannot be touched or consumed, and it relies heavily on consumers' prior perception of its quality. The quality embodied by the brand is the key factor that affects consumers' pre-purchase perception and purchase decision. The quality of hotel brand is mainly conveyed to customers through the appearance characteristics of the hotel, which is embodied in the aspects of price, the appearance of service personnel, the appearance of buildings and so on, which can obviously produce the first impression on customers. These aspects of image enhancement and distinctive appearance are particularly important for building a well-known brand of the hotel. However, the formation of well-known hotel brands does not happen overnight, but depends on the long-term scientific management and unremitting marketing efforts of hotels. Brand marketing itself is the process of creating famous brands. The purpose of brand marketing is to constantly improve the brand and form a famous brand. At present, the importance of famous brands has been recognized by more and more hotels. Hotels can use well-known brands to extend their products and penetrate the market.

(5) Establish network marketing channels.

With the wide application of information technology in the hotel industry, network marketing has become the most effective, economical and convenient marketing method for hotels with its unimaginable development speed.

According to the statistics of the American Travel Industry Association, the tourism sales on the Internet in197 was $820 million, and about 6 million Americans made reservations online. It is predicted that by 2002, the travel booking on the Internet will increase by about 10 times. Hotel online sales system is a revolutionary hotel marketing innovation. Its advantages are that it can effectively display the image and service of the hotel, establish a good interactive relationship with customers, efficiently manage the sales process, significantly reduce the sales cost, and improve the economic benefits and management level. Hotel online marketing window can be designed into two systems: external connection and internal connection. External connection refers to the connection between the hotel marketing homepage and other hotel websites, travel websites, other websites in the hotel area and search engine websites. Internal connection refers to the layout and opening form of hotel marketing information content on the home page. The external connection of online hotel marketing information system directly affects the number of opportunities for Internet users to contact and visit hotel websites. We should seriously solve the relationship between the hotel marketing homepage and other hotel websites, travel websites, regional websites where the hotel is located and search engine websites. The internal relationship of hotel marketing information is related to the rationality of marketing information content layout, that is, whether it conforms to people's viewing habits and whether it is convenient for tourists to obtain relevant information. Internet surfers always hope to get the most valuable information through the simplest way. Therefore, we should try our best to make the content structure of online marketing information highlight the characteristics of hotel management. Hotels can arrange the order and composition of content according to their own different situations. For example, hotels featuring conferences should put the relevant content on the top of the fold or the first hypertext link, and try to put the main information in the center of the screen. If there are few information sections, they can be arranged directly into a list, and visitors can get information by scrolling. If there are a large number of information blocks, in order to facilitate visitors to seek the information they need, it should be realized through hypertext connection, but the depth of the connection should not exceed three levels. Too many checkpoints will make tourists lose patience. At present, most web pages have symbol patterns and clearly defined buttons to "navigate". It would be better if every page can be equipped with buttons to let visitors return to the home page immediately. For the detailed marketing information such as catering price, service time, room type, area and price, you can try to express it in tabular form, because it is more organized and clear than simply using words.

4. Promotion strategy

Promotion and promotion strategy.

Promotion means that the hotel transmits the information about the enterprise or product to the target consumers through various ways of publicity, attraction and persuasion, so that they can understand and bind the rich utility of the product, guide them to buy and achieve the purpose of expanding sales.

2) Content

First, select the promotion target.

Second, choose the promotion target.

Third, choose the promotion design scheme.

Fourth, choose information communication channels.

Fifth, establish a promotion budget;

Sixth, determine the promotion combination model.

Seventh, measure the promotion effect.

Eighth, analyze the restrictive factors of promotion activities.

Ninth, strengthen the management and coordination of the whole promotion process.

Third, the latest marketing concepts and skills of the hotel

1, green marketing

Green marketing, also known as eco-marketing or environmental marketing, means that enterprises seek the unity of consumers' interests, enterprises' interests, social interests and eco-environmental interests in marketing activities, which should not only fully meet the needs of consumers, realize the profit targets of enterprises, but also pay full attention to the natural ecological balance. The planning and implementation of product creativity, design and production, pricing and promotion should be based on the premise of protecting the ecological environment, and strive to reduce or avoid environmental pollution, protect and save natural resources, safeguard the long-term interests of human society, and realize the sustainable development of economy and market. All kinds of green products are popular all over the world in the international market, and all kinds of signs show that taking the road of sustainable development has become an irreversible international trend. As an important part of the tertiary industry, driven by the global green tide, environmental awareness in hotel management has gradually become the knowledge of practitioners and consumers. Establishing "green hotel" and taking the road of sustainable development have become the inevitable choice for the development of hotel industry in 2 1 century. As one of the core contents of "green management", green marketing is also produced under the impetus of environmental protection and developed under the impetus of green consumption.

Building a green hotel is not a burden, but a challenge and opportunity. Her combination with the trend of the times, such as the application of high technology, vigorously developing human resources and striving to build a learning organization, will surely cause and promote new changes in the hotel industry in China. Ivan Lasky Mi Zu Ki Mo, who is in charge of this business in American Hotel Valuation Service Company, believes that the attitude of customers to the environmental impact of hotel operation, the change of customers' purchasing behavior and government legislation will establish the important position of hotel greening in future hotel management.

1) Reasons for building a green hotel.

First, save costs.

Environmental problems are directly related to hotel operating costs, and proper management can reduce hotel expenses in this regard. The collection, transportation and dumping costs of all kinds of wastes discharged by hotels are rising, and the relevant penalties of the government are also increasing, so hotels need to bear more and more cost pressure. Hotels can save a lot of money by recycling these wastes according to different characteristics, refilling them under the blue sky, and using some small packages of guest supplies or employee supplies. Energy is one of the main components of hotel operating costs, and the lighting, heating, ventilation and air conditioning of hotels are inseparable from energy. Undoubtedly, there is still great potential to strengthen energy management and save energy and reduce consumption.

Second, adapt to social requirements.

With the improvement of national environmental protection legislation and the improvement of public attention, hotels must take measures to adapt to the changes in this environment. Hotel managers should tailor a set of plans and systems to create green hotels for their hotels, which should not only suit their own actual situation, but also conform to national policies and regulations.

Third, win a competitive advantage.

Green hotels are undoubtedly in an advantageous position in the future competition. Besides low cost, she will be welcomed by more and more customers. According to a survey by the American Tourist Association, about 43 million people in the United States alone call themselves "eco-tourists". The data shows that they prefer to spend 8.5% more than before and use the products and services provided by eco-friendly tourism production suppliers. Therefore, by building green hotels and communicating with the public in time, hotels can win a competitive advantage in the growing eco-tourist market.

2) Measures

(1) Do a good job in the concept of hotel employees at all levels.

(2) Establish and improve relevant systems.

(3) Establish the corresponding organizational system

(4) Do a good job in "green training"

(5) Strengthen waste treatment and control.

Such as reduction; Reuse; Substitution; Recycling.

The purpose of hotel waste management is to reduce the quantity and toxicity of discharged waste. Hotels should take various measures to reduce, reuse and recycle paper, plastics, cups, metals, wood, organic wastes and some toxic substances according to the 3R principle. Waste management mainly follows the following principles.

First, reuse and disposable use. For things that can be reused in hotels, try to use reusable materials. For example, if guests rearrange their rooms in the bathroom, the hotel can collect them separately, send them to the factory for cleaning and disinfection, and then refill them and reuse them. This will undoubtedly reduce waste emissions, reduce non-degradable waste and reduce costs.

Second, the use of chemicals. Many chemical products not only have side effects on people when used. Such as food additives, will also cause pollution to the environment after discharge, such as phosphorus-containing washing powder. Hotels can use natural renewable materials or improved chemical products instead.

Third, extend the service life of products. Hotels should strengthen the management of various facilities and equipment, and do not replace those that can be maintained and renovated. Even if substitution is needed, we should consider using those eliminated substances for other purposes. For example, all kinds of porcelain tableware. Either it will be used by other departments of the hotel, or it will be rewarded to employees or donated to institutions in need.

Fourth, try to recycle. The recycling of various items in hotels requires the participation of employees and customers. Without the active participation of employees, the recycling and treatment of waste is impossible.

water resources protection

Water-saving facilities and strategies are not only the basis of effective water resources protection plan, but also the most widely used in hotel industry because of their quick effect. Many devices can reduce the output of faucets and showers. But these water-saving devices must be coordinated with other protection strategies to be effective. For example, use a broom instead of water when cleaning the corridor; In the guest room, you can also place some suggestions and other materials to remind guests to save water.

energy management

Since the first energy crisis in 1970s, energy conservation has also become a concern of hotel managers in western countries. In the daily operation and management of hotels, many technologies can achieve the purpose of energy saving in the daily behavior of employees, without additional capital investment, such as controlling the temperature, turning off the lights that don't need lighting for the time being and reporting them in time, so there is no waste of energy. Hotels can also encourage guests to participate in energy conservation by distributing special brochures in their rooms. For example, remind guests to turn up the temperature when they sleep, and the hotel can also provide a switch to adjust the temperature to remind guests to adjust their most suitable temperature. In this way, even if the energy consumption of the hotel is reduced, the guests can be satisfied.

2. Internal marketing

Hotel internal marketing is the promotion of all hotel staff, the continuation and extension of hotel marketing, and the best form to save marketing costs.

(1) Internal promotion is aimed at guests or old customers who have already checked in, and stabilizing existing customers means stabilizing existing market share.

(2) Internal promotion does not require full-time staff, which is easier and more convenient than external promotion activities.

From the general manager to the waiter, from the front desk to the background, everyone can participate, and the hotel staff are all 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.

(3) No special funds are needed for internal promotion.

Unlike advertising, public relations and so on. It needs special funds, but at the same time it loses no time to sell it to customers properly, just by changing more flexible methods, language skills and forms. This is the lowest cost and the fastest way to promote sales. In addition, internal promotion is not subject to any restrictions, and it is very convenient to initiate promotion anytime and anywhere during the service process. Therefore, internal promotion is a very effective marketing. It is an extension of external promotion. The guarantee of internal promotion is the quality of service. Only high-quality service will satisfy guests, and they will be willing to accept the induction of internal promotion, increase consumption and spend again. In addition, establishing and perfecting an incentive internal promotion mechanism is the institutional guarantee for doing internal promotion well and establishing the marketing awareness of all employees.

3. Customer satisfaction marketing

The growth of hotel enterprise benefits is consistent with the satisfaction of guests. Therefore, hotels should provide customers with satisfactory products and services to the market.

It mainly includes: functional requirements, formal requirements, price requirements and expansion requirements.

4. Relationship marketing

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 guest discount, quick check-in/check-out, recording the past information of frequent guests and providing personalized hotel services. Personalized service experience will leave a deep impression on guests.

In the relationship marketing of hotels, it is extremely important to collect information related to guests. In order to provide them with personalized service, the hotel collects personal data of some guests through various information channels to accurately understand their consumption hobbies. When they stay in the hotel next time, they don't need to register. The service staff will address them appropriately and guide the guests to check in directly. All services meet the requirements of these customers, such as the orientation and internal layout of the room, timely connecting long-distance calls and providing business support, and bedding and toiletries also meet their personalized requirements. Many customers have this potential need to establish friendly relations with hotels. They hope to get the personalized service of the hotel for a long time, and hope that the service personnel will be familiar with them, care about them, take the initiative to contact them and provide them with quality services. Most customers are willing to establish friendly relations with the hotel and express their opinions on the hotel work. Once the hotel has determined and selected the goal of relationship marketing, it should take the initiative to contact them. The hotel regularly contacts the selected customers to understand their opinions and suggestions on the service work, which will make them think that the hotel is a member of their own network, feel close, and need to subconsciously choose a hotel when they spend money in the hotel. The initiative of hotels in relationship marketing is very important. If every time customers contact the hotel actively and think that they have no special relationship with the hotel, relationship marketing will not achieve the ideal effect.

Customer loyalty to the hotel will be rewarded. Rewarding frequent customers is a form of return and the lowest level of relationship marketing. At present, many hotels in China have launched "reward programs" to reward frequent customers in the form of free accommodation and preferential prices, hoping to cultivate loyal customers. Rewards can take many forms, such as adopting a reward plan jointly formulated with airlines, clubs, travel agencies and other hotels, which will benefit from the same operation. The incentive plan is not valid for all customers. For senior business guests, they pay more attention to the hotel's service facilities, service attitude and service quality. In addition, the reward plan is easy to be imitated by competitors. When competitors take similar measures, the impact of incentive plan on customer loyalty will be greatly reduced. Therefore, the reward plan can exchange some customer loyalty, but it can't really create loyal customers. While developing relationship marketing, hotels should make more efforts in service quality and management mode in order to achieve real results.

Relationship marketing level:

First, the purchase is related to the type.

Second, social relations.

Third, loyalty.

summary

This chapter focuses on the basic characteristics, operation points, marketing mix strategies, latest marketing concepts and operation skills of hotel marketing activities.

Thinking and practice

1. Which of the following statements is true about marketing?

Marketing work should be centered on the needs of buyers.

B, marketing work should be based on the needs of tourism service enterprises.

C, marketing work should be based on the needs of the marketing department.

D, none of the above statements are correct

2. The main manifestations of promotion orientation are as follows

Vigorously promote the products produced by enterprises.

B, consumer demand is created by enterprises.

C, produce products that customers need.

D, the starting point is to meet the needs of customers.

Win through promotion and advertising

Thinking and practice

Analyze the problem:

A hotel entertainment place attracts many guests, but besides the basic tickets for entertainment, the sales of drinks are very small. If you are the manager of this place, how will you promote drinks to increase entertainment income?