Hotel marketing mix strategy is to analyze all kinds of marketing factors that the hotel can control, optimize the combination and comprehensive application based on the principle of fostering strengths and avoiding weaknesses, so that all kinds of factors can be coordinated and play an overall role, and finally achieve marketing goals.

I. Product strategy

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

(B) Hotel product mix design. The breadth of product portfolio; The length of the product portfolio; Depth of product portfolio; Density of product mix.

(3) New product innovation. Hotel new products refer to brand-new products that are different or completely different from the existing products on the market. It can be roughly divided into five types: brand-new products; New product line; Supplement to existing products; Improvement and update of existing products; The product runs at a reduced level.

Second, the price strategy

Price is the monetary expression of the value of hotel products, the letter of introduction for hotels to enter the market, and the only factor that generates income in the hotel marketing mix.

(A) analysis of factors affecting the price. The price in the market will be limited by the following factors: cost, market factors, marketing objectives, policy factors, hotel products and inflation.

(2) Pricing strategy. Hotel enterprises usually adopt several pricing strategies: new product pricing strategy and psychological pricing strategy; Discount pricing strategy.

Third, the marketing channel strategy

Marketing channel refers to the route and the sum of all activities in the process of goods moving from production to consumption, also known as distribution channel.

(1) Types of hotel sales channels. It can be roughly divided into two categories: direct sales channels, also known as zero-level channels; Indirect marketing channels.

(2) Factors to be considered when choosing marketing channels. Market characteristics; Features of products and services; The conditions of the hotel itself; The strength of the hotel.

(3) Hotel sales channel management. Select channel members; Evaluation of middlemen; Encourage channel members and establish the overall marketing awareness of marketing channels.

Fourth, promotion strategy.

(1) Promotion strategy. Promotion means that the hotel transmits the information of enterprises or products to consumers through various ways of publicity, attraction and persuasion. The promotion strategy is to scientifically select and configure the promotion objects, so as to make them have low input and high output.

(B) Analysis of the content of the promotion strategy. Select the promotion object; Select the promotion target; Select the promotion scheme; Choose information communication channels; Common promotion methods.

2,

It depends on communication skills. If you don't have the room type reserved by the guest, and you want to upgrade to a better room (such as a general hotel and suite), then the guest will have no problem, but if all the rooms are gone, you have to convince the guest to stay in another hotel. Generally, you should know some hotel colleagues in the hotel industry, right? Drive the client to the hotel.

3,

Discount price strategy refers to some behaviors that sellers reward or encourage buyers, such as hotel deposit in advance, early payment, off-season purchase, etc. , reduce the basic price of its products, and give buyers a certain percentage of price concessions. Specific measures include: quantity discount, cash discount, function discount and seasonal discount. This is also a common price strategy in the online market.

China Hotel Reservation Network adopts the promotion method of discount card. Consumers can participate in this hotel reservation system through the Internet. After registration, all hotels in this system can enjoy 4-6 discount.

4,

The "popular management" of hotel restaurants refers to providing high-quality restaurant products, good environment and corresponding services for the public with popular raw materials, superb cooking skills and low prices, relying on the advantages of the hotel's own software and hardware, thus making the hotel a service model for the vast majority of consumers in society. That is, the hotel takes the general public as the target market and provides them with restaurant varieties and corresponding services at acceptable prices. The price mentioned here does not mean that the absolute price is infinitely low, but that the price is lower than its product quality level and service standard.

Restaurant Marketing Strategy —— Common Popular Management Method

(A) restaurant marketing strategy-the establishment of a popular food plaza, to promote the trend of food culture.

(B) restaurant marketing strategy-pay attention to the family banquet market

In expanding the consumption demand of self-funded catering business projects, various wedding banquets and birthday banquets account for a large proportion.

(C) restaurant marketing strategy-expand the scale of operation,

The scale operation of catering enterprises is an effective way to increase market share quickly and effectively. In order to operate on a large scale and ensure quality, we must implement low-cost commodity sales (purchasing raw materials and selling food), specialization of cooking skills, standardization of operating procedures, standardization of customer service and rapid capital turnover, which can accelerate capital turnover and improve efficiency.

(D) restaurant marketing strategy-the pursuit of green restaurants to become fashionable

5,

Understanding value pricing method, also known as perceived value pricing method, is based on consumers' feelings and understanding of commodity value. Comparing the buyer's value judgment with the seller's cost, we should pay more attention to the former when pricing. Because consumers always compare similar goods when buying goods, and choose goods that can meet their own consumption needs and meet their own payment standards. Consumers' different understanding of commodity value will form different price boundaries. This limit is the price at which consumers would rather pay for goods than lose the opportunity to buy them. If the price is just set within this limit, consumers will buy it smoothly.

6,

1) short-term marketing, 2) internal marketing and 3) overall marketing.

7,

The so-called "off-market pricing method", also known as high price method, is to set the price of products at a higher level, and recover the investment as soon as possible in the early stage of the product life cycle before competitors develop similar products, so as to obtain considerable profits. Then, with the passage of time, gradually reduce the price, so that new products enter the flexible market. Generally speaking, for brand-new products, products protected by patents, products with low elasticity of demand and price, popular products, products with uncertain future market situation, etc. , you can use skimming pricing strategy.

8,

1), the restaurant environment "selling" the restaurant environment is to create an atmosphere and artistic conception suitable for the business scope and mode as far as possible, and choose different environments according to different decorations, layouts, lights, colors of furniture and exhibits, people and music in the restaurant. The management of specialty dishes should have a distinctive environment, and the manufacturing environment should be coordinated with the characteristics.

2) Hygiene and cleanliness of restaurants "selling" hygiene and cleanliness are the basic requirements of restaurants and the basic elements for customers to choose restaurants, lock their targets and turn around. The interior of the restaurant requires clean appearance, bright signs, clear words, clean ground and no broken lights. Hygiene and cleanliness of bathrooms are often neglected by managers. Spraying perfume in the bathroom is one of the means to create fresh fragrance. Cleaning should be carried out in two batches, and guests should be greeted in a refreshing and comfortable environment before meals. Clean the floor, bathroom, tables and chairs after closing time. Never clean up when guests are eating.

3) The service level of the waiter. The waiter should pay attention to his gfd, use polite expressions and entertain guests with a smile. It is of great significance for customers to take the initiative to greet guests. Waiters should be familiar with the raw materials, cooking methods and tastes of dishes, especially some dishes with allusions. Do "three lightness" in service, walk lightly, speak lightly and act lightly.

9,

Market opportunity, also known as internal and external market and marketing environment, is a process to find out which explicit or implicit needs exist in the market that have not been met or not fully met through marketing theory, so that enterprises can find the best point of internal and external combination according to their own actual situation, thus organizing and allocating resources, effectively providing corresponding products or services, and realizing the marketing purpose of enterprises.