to do a good job in marketing, hotels should do a good job in the following eight aspects.

first, lay a good foundation for management

The foundation of hotel management can be summarized as "one center" and "two basic points".

1. "One Center" operated by the hotel The center of the hotel operation is the market and the target customers. Hotels must pay attention to the market, be market-oriented, and work around the market. Taking the market as the center of a hotel is to follow the market rules, do a good job in market research and understand the market demand. We should not rely on subjective speculation to operate, but adjust our business strategy in time with market changes and carry out hotel business activities with a purpose.

2. There is always competition in the "two basic points" market economy operated by hotels, and sometimes the competition is very cruel. In order to win in the fierce competition, hotels must first practice their internal strength and manage and coordinate all aspects of the work within the enterprise, so as to enhance their operational strength and remain invincible in the unpredictable market. To do this, we must make great efforts in cultivating and bringing up high-quality staff and establishing correct business philosophy. These are two basic points of hotel management. The production and consumption of hotel services occur at the same time, and the contact between guests and employees who provide services is multi-faceted and extensive. Without first-class employees, there will be no first-class service; Without satisfied employees, there will be no satisfied guests. Employees are the most valuable wealth and resources of the hotel. Cultivating and bringing up a staff with good quality, rich knowledge, skilled skills, standardized etiquette, honest business ethics and enthusiastic working attitude is the most fundamental work of hotel management. Hotel is a traditional service industry, and the service should be customer-oriented, so that customers can feel at home and satisfied everywhere when they come to the hotel. To do this, we must fully implement the business philosophy of "guests first" in the hotel, establish the working concept of "making customers satisfied as the first responsibility", consider and serve customers in all directions, and lay a good business foundation from ideological construction.

second, the management should have innovative thinking. The more developed the society and the more subdivided the market, the more specialized the hotel management should be.

In recent years, the phenomenon that hotel products in China are identical, identical and unique has become more and more prominent, which has led to intensified competition among hotels, leading to rising costs and declining benefits. The diversification of consumer demand requires that hotel products must also be diversified. Hotel hardware should not blindly compare luxury, style, size and completeness, but try to design different styles, tastes, atmosphere and cultural characteristics based on limited investment. Hotel software should also be "new" (personalized, characteristic and visualized) on the basis of "old" (standardization, standardization and programming). Hotels will be ruthlessly eliminated by the market if they don't carry out this kind of innovation and transformation work. Hotel innovation should be carried out according to customers' requirements, fully solicit customers' opinions and listen to various reflections. For old customers, we should actively seek improvement opinions and improve our work in time, so that old customers can constantly feel new services and new changes and enhance their loyalty to products. For new customers, we should strengthen the publicity of the hotel's functional characteristics and highlight the differences from other hotels. To retain customers, products must have changes, innovations and breakthroughs. If hotels want to show distinctive differences, the easiest breakthrough is culture. The regional characteristics of culture are particularly obvious. Most of the guests staying in are from different places, and the higher the star rating, the farther the distance between the guests and the hotel is, and the greater the cultural differences. Hotels can highlight the local characteristics in building shape, interior decoration, clothing of service personnel, service form, food culture, background music and entertainment activities, so as to attract customers to choose their own hotel consumption. The hotel provides life service, and the general psychology of guests is always innovative, different and changeable, and they are often willing to accept various cultures in different places. If you blindly cater to the original lifestyle of the guests in the service, you may not be able to achieve the ideal effect. Because the guests come from all directions, the stylized model can't adapt to all the guests, and sometimes the guests may think that this kind of catering is a poor service. Of course, innovative services can't be imposed on others. We should provide guests with a variety of choices, respect their choices and provide personalized services.

third, do a good job in hotel internal marketing

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 of saving marketing costs.

first of all, internal promotion is aimed at the guests who have already checked in or the old customers, and stabilizing the existing customers means stabilizing the existing market share.

Secondly, internal promotion does not need full-time staff, which is easier and more convenient than external promotion. 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.

thirdly, internal promotion does not require special funds. Unlike advertising, public relations, etc., it needs special funds, but at the same time, it loses no time to sell 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 promotion can be launched anytime and anywhere during the service process, which is very convenient. 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 the guests, and they will be willing to accept the inducement of internal promotion, increase consumption and spend again. In addition, establishing and perfecting a set of incentive internal promotion mechanism is the institutional guarantee for doing internal promotion well and establishing the marketing consciousness of all employees.

Fourth, take the opportunity to carry out business promotion activities

Business promotion is a series of encouraging sales measures taken by the hotel in order to urge the target customers to speed up their purchase decisions and increase the purchase quantity. Hotels often change the way of product sales through certain activities to achieve the purpose of promotion and publicity. This changed sales form is suitable for short-term special sales promotion in a specific period or task, with the purpose of strongly stimulating market demand in a short period of time and quickly achieving sales results. The forms of hotel business promotion include various celebrations, holiday promotions, theme sales, cultural performances, food festivals, recreational projects, celebrity lectures and exhibitions. Through this kind of activity, the hotel has gained benefits, displayed its image and expanded its influence. For example, in recent years, Zhengzhou Zhongzhou-Holiday Hotel has held a variety of holiday gatherings every Christmas and Mid-Autumn Festival, and has taken the opportunity to launch holiday rooms and catering products, which has produced a sensational effect every time, becoming the focus of news, causing a good market response and achieving rich economic benefits. On important days, hotels seize the opportunity to hold various sales activities with high cultural taste, strong artistic atmosphere, unique and novel contents and lively and healthy forms, which can not only directly increase hotel income, but also expand hotel visibility and establish a good market image of the hotel.

5. Scientific use of publicity means. Hotels can't wait for customers to come to their doors, but they also need publicity, but the choice of publicity media must be carefully considered.

in today's information age, the media are diversified, and the audiences and radiation ranges targeted by different media are different. Television, radio, newspapers, magazines, business letters, promotional materials, outdoor advertisements, mobile traffic advertisements and many other media and publicity channels often make hotels difficult to choose and at a loss. Through the investigation, it is not difficult to find that although some hotels often appear in some media advertisements, the real effect is not ideal. The reason is that the target customers of the hotel are generally scattered, while the audience of the media is relatively concentrated, which is like fishing with a net on the water with sparse fish in Huguang, which is laborious and laborious. For the publicity covering the whole market, the hotel should publicize itself by making news, such as trying to attract celebrities and politicians to stay in the hotel, and holding activities with great social repercussions, and make frequent appearances in the media to expand the influence of the hotel with the help of news propaganda. Or according to the mainstream customers of the hotel entering the city gate, such as setting up outdoor advertisements at airports, stations and docks, and distributing letters, souvenirs and promotional materials to old and potential customers for door-to-door promotion, we can get better results.

VI. Brand marketing strategy Brand is an important intangible asset of the hotel, which has great economic value.

brand marketing is a very effective marketing method. With the increasing diversification and individualization of consumers' consumption, the function of brand is becoming more and more important. The establishment of hotel brand can trigger customers' consumption preferences, 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 their names, logos and logos. 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' perception of its quality beforehand. 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 price, the appearance of service personnel, the appearance of buildings and other aspects that can obviously produce the first impression on customers. These aspects of image enhancement and characteristic appearance are particularly important for building a well-known brand of the hotel. However, the formation of well-known hotel brands is not achieved 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 continuously 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 famous brands to extend their products and penetrate the market.

VII. Establishing 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 means for hotels with its unimaginable development speed.

According to the statistics of the American Travel Industry Association, the tourism sales on the Internet in 1997 was 821 million US dollars, and about 6 million Americans made reservations online. It is predicted that by 2112, the amount of travel reservations on the Internet will increase by about 11 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. The 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 the hotel site. It is necessary to carefully solve the relationship between the hotel marketing homepage and other hotel websites, tourism websites, websites in the area where the hotel is located and search engine websites. The internal connection of hotel marketing information is related to the rationality of the content layout of marketing information, that is, it conforms to people's viewing habits and the convenience for visitors 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 sequence and composition of contents according to their different situations. For example, hotels featuring conferences should put relevant contents on the above 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 in a list, and visitors can get information by scrolling. If there are a large number of information sections, in order to facilitate visitors to seek the information they need, they should be realized through hypertext connection, but the depth of the connection should not exceed three levels. Too many levels will make visitors lose patience. At present, most web pages have symbolic patterns and clearly defined buttons to "navigate". It would be better if every page can be equipped with buttons to make visitors return to the home page immediately. For informative marketing information with many items, such as catering characteristic price, service time, room type, area and price, it can be expressed in tabular form as far as possible, because it is more organized and clear than simply using words.

8. Pay attention to hotel relationship marketing. Relationship marketing is a marketing aimed at key 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. 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 the 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, and all the services meet the requirements of these customers, such as the orientation and internal layout of the rooms, timely connecting long-distance calls and providing business support, and the bedding and toiletries also meet their personalized requirements. Many customers have this potential requirement to establish friendly relations with the hotel. They hope to get personalized service from the hotel for a long time, and hope that the service staff will be familiar with them, care about them and take the initiative to contact them to provide them with high-quality services. Most customers are willing to establish friendly relations with the hotel and express their views on the hotel work. Once the hotel has identified and selected the target of relationship marketing, it should take the initiative to contact them. 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. The initiative of hotels in relationship marketing is very important. If customers contact the hotel on their own initiative every time, they don't think they have any special relationship with the hotel, and relationship marketing can't achieve the ideal effect.

customers' loyalty to the hotel is rewarded. Rewarding frequent customers is a form of return, which is 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 price concessions, 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, and benefiting from the same operation. The reward plan is not effective 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 adopt similar measures, the effect 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 to really get results.