The rapid development of China's modern hotel industry is one of the most brilliant achievements of China's reform and opening up. Especially in recent years, the tourism industry has seen unprecedented development, while driving the continuous growth of the tourism industry. Here is the paper I have organized for you on hotel marketing for your reference.

Essay on Hotel Marketing Sample Essay 1: Research on Marketing Strategies in Hotel Management

Abstract: Efficient hotel management can achieve the optimal allocation of hotel resources, play a role in reducing costs and increasing revenues, which is the key to hotel business activities. At present, there have been a lot of hotel management and marketing strategy combined with the point model, and have achieved some results in the hotel business activities. This study analyzes the marketing strategy in hotel management, and puts forward some of the current hotel management marketing strategy problems and corresponding countermeasures.

Keywords: hotel management; marketing strategy

Since China's accession to the World Trade Organization, the economy has been developing at a high speed, and the tourism industry has begun to flourish, and in the hospitality industry has also emerged and participated in the market competition. China's market competition with the market economy and the world economy is also in line with the diversification trend. The hotel industry is also facing many challenges in the face of the opportunities of the world economic development, therefore, marketing strategy is particularly important in hotel management. Only by taking the market demand as the guide and systematizing the marketing strategy, the modern hotel can get the advantage in the same industry. Hotel marketing as an important part of modern hotel management, has been the attention of managers,

In the current situation, the hotel marketing strategy has been transformed from price marketing to brand culture marketing. In order to improve their competitiveness, hotel managers began to pilot the service management mechanism, through the establishment of a good hotel brand strategy to enhance the competitiveness of the hotel.

First, the management and marketing of the hotel

1. The necessity of hotel management

Hotel management refers to the background of social development, according to the requirements of the change law of the hotel market economy, follow certain management methods, principles and procedures for the optimal allocation of resources to promote the hotel's activities smoothly and efficiently, and to achieve the management process of the lowest cost to achieve the maximum benefit. The process of management.

With the development of China's economy and the improvement of people's living standards, the tourism industry has gradually developed, corresponding to the rapid development of hotel services. Different types and sizes of hotels have emerged one after another, and the competition between the hotel industry is also increasing. By analyzing the law of economic development of the hotel market, combined with marketing strategy, can realize the hotel in the market competition to stand out. How to do a good job of hotel management to make the hotel in the fierce market competition in the forefront has important significance.

2. Positioning of hotel management marketing

In the concept of service marketing, employees, customers and tangible resources are added to the hotel service system for dynamic management. Hotel service is generally as a service product, through the establishment of a management model, the provision of accommodation as the core of the service, and then additional other services to attract customers. Hotel service marketing is through the characteristics and features of the service product to realize the marketing function.

Hotel service as the intangible assets of the hotel, has a comprehensive connotation. Hotel services should allow customers to enjoy a higher quality of service in the senses, and psychologically improve the satisfaction of the hotel. Hotel service is based on experience economy, positioning the theme on the psychological needs of consumers and creating a special environment for customers to have a sense of dependence on the hotel service. In order to improve the effect of good service, through the communication between the customer and the staff, reflecting the quality of service of the hotel, as well as the service works shown in the corporate image and service equipment and facilities.

Second, the hotel management in the marketing strategy problem analysis

Marketing strategy in the hotel management in the rise of China's time is not long, especially large-scale hotel marketing strategy in the hotel management, and there is no mature domestic training hotel marketing strategy personnel institutions, due to the domestic and foreign hotels target consumer groups there is a big difference between domestic and foreign hotels. Hotel marketing strategy is basically to imitate and learn from foreign well-known hotel marketing approach, copying foreign hotel marketing strategy can not be completely suitable for the domestic hotel market, so that there are many problems exist.

1. Lack of awareness of branding operations

We are not strangers to branding marketing strategy, each of us can say a lot of well-known brands, clothing in the House of Mission Hills, Old Man's Head, Ferragamo; cars in the Mercedes-Benz, Cadillac, BMW; food in the Master Kong, Mengniu, Want Want, etc., when it comes to speak or hear these brands, we often think of their quality Quality, unique flavor and purchase of peace of mind. Branded marketing strategy of this consumer psychology y rooted in people's hearts, some hotels have gradually begun to take the branded marketing route, such as the Imperial Grand Hotel, Shangri-La Hotel, etc., to high-end people's business meetings, banquets, parties and other services, out of the hotel's own characteristics. So far, certain large star hotels do make like Master Kong, BMW, Mercedes-Benz and other brands like branding effect, in the fierce competition in the hotel market to achieve a clear advantage. However, these branded hotels are a few, most of China's small and medium-sized hotel management or a general lack of awareness of branding operations, the establishment of the hotel's own characteristics of the attention is not enough, but also stays in the simple boutique food and beverage, luxury decoration and high-grade complete recreational facilities and business facilities, such as the promotion of the management of the hardware, and there is no branding of the construction of the software.

2. Hotel PR marketing system is not perfect

One of the main elements of the modern marketing strategy is PR marketing, for example, large hotels PR marketing, through the reasonable development of the market for the hotel's favorable resources, and the effective and comprehensive use of the various favorable resources, so as to achieve the development of large-scale hotel market to maximize the minimum cost, so that the hotel to achieve the highest profit! The marketing means. So far, in addition to some large domestic star hotels, small and medium-sized hotels still do not have perfect marketing in the public relations marketing system, just focus on a single aspect of resource development, there is no mature systematic operation of the resources to achieve effective integrated development and utilization, resulting in a waste of resources favorable to the development of the hotel, most domestic hotel managers attach importance to the public relations with government relations, in order to seek for a favorable policy support for the hotel's own development, almost all of them have to be developed. Their own development of favorable policy support, almost every month there will be hotel staff and the relevant government departments to communicate, and for the hotel's customers but few return visits to communicate.

3. Lack of specialization, standardized marketing strategy

Due to the lack of professional management personnel in China's hotels, and marketing staff education level varies, has been in the borrowing, imitation of foreign large hotels marketing strategy, not to form their own standardized, professional marketing strategy, resulting in the management of domestic hotels is backward, marketing efficiency, and even cause some of the hotels just opened soon after the collapse of the hotel. Caused some of the hotels just shortly after the business closed down and shut down.

4. Hotel advertising, the phenomenon of similarity is serious, the lack of differentiation

The modern hotel marketing strategy is the main media advertising, the use of colorful advertising production, choose to meet their own target groups of communication media to be disseminated, so as to achieve the purpose of promoting the hotel services. However, most of the domestic hotel services are largely the same, the lack of differentiation of publicity, failed to highlight the hotel's own characteristics and advantages.

Third, the use of marketing strategies in hotel management

1. Reasonable advertising strategy

Modern hotels of all types of services provided by the service content is basically the same, in addition to the difference in grade and quality. Hotel services lack of personality, no characteristics, so that consumers lack of freshness and helplessness. In China, the hotel is only divided into five kinds, one-star to five-star hotels. Therefore, the development of a reasonable and distinctive advertising strategy is necessary for the promotion of the hotel.　Reasonable and accurate market positioning. Market positioning refers to the accurate market positioning made by the hotel service for the group of consumers, and distinguishes the consumer group of the hotel service from the general social crowd. Increase the efficiency of advertising can improve the advertising ratings.

Choose the appropriate media. To play the role of advertising, the only way to let consumers see, hear, and let the content of the ads have an impact on their psychology. According to the hotel's market positioning, analyze the life characteristics of the target consumer groups, use the target consumer groups usually contact the most used media for publicity.

Differentiated competition. Modern advertising is largely similar, only the hotel to develop a distinctive market positioning, and highlight the characteristics of the hotel, in order to create a hotel differentiation advantage, so as to attract more target consumers.

2. Scientific public relations strategy

Increase the hotel's traffic, improve customer loyalty, through the scientific public relations strategy to optimize the combination of various types of resources, to develop effective strategies to create a good image of the hotel, improve the hotel in the minds of the consumer groups in the influence and status. The development of scientific public relations strategy to do the following:

Comprehensive and considerate humane service. Different from the traditional hotel services are limited to dining and accommodation, the modern hotel has become a dining, accommodation, banquets, weddings, business negotiations and other sets of different services in one entertainment, business place.

Customer information collection and maintenance. As the hotel business survival and development of the determining factors, the collection and maintenance of customer information is the hotel management must do a good job. In the customer service, we should pay attention to observe the customer's interests and preferences, ask and record the customer's habits, record the contact information, establish a good relationship and timely update and maintain customer information.

Customer visits. In order to more directly and comprehensively understand and grasp the habits and psychology of consumers, more effectively summarize and summarize the consumer's consumption psychology, the development of potential customers, the need for each household to visit. The development of the hotel training, service customer groups of the corresponding program, and according to the program design to launch the hotel's new product portfolio.

3. Hotel branding

The road to the hotel brand management strategy requires the development of the hotel's own characteristics, and other hotels to differentiate themselves from the competition.

Precise brand culture. Brand culture refers to the hotel culture contained in the hotel brand, including the hotel's quality service and social honor and other spiritual enjoyment. Hotel image with positioning and iconic symbols, in order to a strong brand culture into it, will allow target consumers to accurately and y remember it.

Set up a brand of marketing ideas. Realize the hotel branding business, it is necessary to let the staff to establish the brand marketing ideas, understand the positioning of the hotel image, and with their own actions to maintain the hotel image. Deliver a good image to the target consumer groups, combined with the hotel's representative rhetoric and iconic symbols, to build the hotel brand in the consumer groups.

Strengthen quality management. To realize the branding of the hotel, we need to strengthen the management of the quality of the hotel's various services, improve the content and quality of services, so as to establish a successful brand image. The quality management of the hotel should ensure the reliability, controllability, effectiveness and acceptability of the consumer group, to create a safe, friendly and clean service environment for consumers, and to improve the quality and image of the hotel brand with polite, warm and comfortable services.

Reasonable hotel marketing strategy and quality management as the development of modern hotels essential two, one without the other, effective hotel management and efficient and reasonable marketing strategy in order to realize the prosperity of the hotel; reasonable marketing strategy to be combined with reasonable management measures in order to achieve the reasonable allocation of facilities and staff.

References:

[1] Wang Qiuyu. Some understanding of China's high-star hotel corporate culture construction [J]. Modern Business, 2010(03)

[2]Liao Xuelian. Research on brand community relationship marketing strategy based on loyalty[J]. China Business, 2010(04)

[3]Zhang Yuben, Zhang Wei. DNA of boutique hotel architecture[J]. New Building, 2011(03):20-24.

Hotel Marketing Essay Sample 2: Research on Reform of Higher Vocational Hotel Marketing Curriculum

Abstract:

The goal of higher education to cultivate intermediate and advanced skilled personnel requires higher vocational colleges and universities to carry out curriculum reform. Taking the higher vocational hotel marketing course as an example, with the ability-based goal, from the curriculum, teaching content selection, teaching methods and design of the course related to the analysis and discussion.

Keywords:

Competency-based; Hotel Marketing; Curriculum Reform

Classification Number:

G4

Literature Identifier: A

Article Number: 16723198(2014)23007602

0 Introduction

Higher vocational education is an important part of China's education. Education is an important part of the cause of education, and the development of today's era has put forward higher requirements for the cultivation of talents in higher vocational education. Difficulty in employment of senior graduates and diversified career development of senior students require higher vocational colleges and universities to put more emphasis on accurate objectives and precise positioning in talent cultivation. Undoubtedly, curriculum reform is an effective way to improve the comprehensive quality of students. Curriculum reform is a change in the way of learning and teaching, changing the tendency of the curriculum to focus too much on the transmission of knowledge, emphasizing the formation of a positive and active learning attitude, so that the process of acquiring knowledge and skills becomes the process of learning to learn and forming correct values. It is to change the traditional learning style of ? passivity, dependence, uniformity, virtualization, identity? and to move towards the modern learning style of? initiative, independence, uniqueness, experiential and problematic. In short, teachers should be the main body of curriculum reform, the designers, implementers and monitors of the reform. So what do teachers need to do in curriculum reform? How to do it? And why? This paper will take the hotel marketing course as an example to analyze and discuss.

1 based on the competency-based view of the curriculum

Competency-based education CBE theory has a profound social, economic and other factors, as well as a wide range of psychological and pedagogical theoretical basis. The theory emphasizes the operability of learning objectives, attaches importance to the opinions of the profession, and advocates the personalization of learning, which plays a positive role in reforming our traditional teaching mode, improving the effectiveness of teaching, and exploring the development of new curricula. According to Tan Migration and Qian Jingfang, general competence, cluster occupational competence and job occupational competence constitute comprehensive occupational competence. They can migrate with each other and *** with each other to constitute a complex quality structure, which contains both general qualities and abilities needed for personality development from long-term consideration and vocational abilities pointing to near-term occupational mobility, and through different combinations they can accomplish various tasks, including intellectual and operational ones.

2 Reform Ideas

One of the basic principles of the CBE ideological system is to meet the needs of employing enterprises, and the starting point is the cultivation of vocational ability. Hotel marketing course is a professional foundation course for hotel management majors, featuring strong practical application and high intrinsic relevance of knowledge content. Through the systematic study of hotel marketing knowledge, make students set up a correct, customer-centered hotel marketing concept, familiar with the basic process of hotel marketing activities, master the practical hotel marketing tools and methods, with hotel marketing program development capabilities, and can be combined with the hotel market research and analysis methods and industry applications for the hotel product and service development and adjustment, market research, as well as Promotion, communication work to lay the necessary foundation, at the same time, has the hotel information collection ability, hotel market opportunity identification ability, and teamwork spirit.

Figure 1: Curriculum idea

3 Curriculum reform practice

3.1 Curriculum

Hotel marketing course is the basic and core course of hotel management in higher vocational colleges and universities, and its positioning is based on the analysis of the needs of hotel jobs and learning needs, with a focus on practicality. It aims to cultivate composite and applied talents who master certain hotel marketing knowledge and skills and can engage in hotel marketing department and other related work. This course is offered in the fifth semester of students' enrollment in our college, with 72 class hours. Students in the first and second semester through the study of "front office and room service management", "food and beverage service and management", "bar management" and other courses, as well as the third semester of the five-month enterprise professional internship practice based on the fourth semester of the study of "hotel financial management", "hotel human resources management" after a certain amount of theoretical and practical foundation accumulation, to lay a solid foundation for the success of teaching.

3.2 Course Design Concept

The design is tightly focused on the core competence of the course, supplemented by a large number of practical cases and skill operations while teaching theories, strengthening the exercise of students' practical ability by providing students with more internship opportunities to cultivate students' scientific market awareness and good vocational cultivation, and laying a solid foundation for the students to go to hotels and other related tourism enterprises in the future. Solid foundation for students to go to hotels and other related tourism enterprises in the future. In the process of course implementation, trying to take the vocational ability training as the core, through the theory and practice, organizing teachers and students to participate in the planning and implementation of marketing activities of industry enterprises and other content, based on the ability-based curriculum development and design.

3.3 Teaching content

The design of the teaching content of the course is based on the in-depth research of the teachers in the industry on the basis of discussions with experts in the industry. The whole course fully from the perspective of employment to consider the training of talents, to the market demand as a starting point for the integration and design of teaching content, both based on the necessary, but also emphasize the enough to use the entire course content profile into seven parts. The specific content is shown in Figure 2 below.

Figure 2 Overview of the course content

3.3.1 Occupational Requirements for Hotel Marketing Positions

On the basis of a systematic analysis of the hotel marketing work, the content of the course is selected to reflect the hotel enterprise's? Comprehensive marketing? concept, highlighting the characteristics of marketing jobs, while taking into account the marketing concept of ordinary job staff training, and its integration into the project content, the design of supporting learning tasks, the entire project content closely around the occupational requirements of marketing jobs.

3.3.2 Career Development

This course pays attention to the vocational requirements of marketing positions in the design of the teaching content, and also takes into account the career development of students, laying a theoretical foundation for the career advancement and sustainable development of students. The content of the course not only includes hotel marketing personnel for market research, product sales and other operational content, but also includes the concept of marketing thinking and marketing management, brand promotion, marketing decision-making and other content, to provide a higher knowledge platform for students to enhance their careers.

3.3.3 Curriculum Integration

The curriculum system of the hotel management major is to reflect the work process of hotel occupational positions and focus on the ability to cultivate the curriculum system, relying on the hotel's main functional positions of the work tasks and workflow to carry out the development of the course, so the course will be integrated into the marketing knowledge of the hotel enterprise positions required in its content system, so as to become a comprehensive hotel job practice course, the course will be integrated into a comprehensive hotel job practice course, and will provide students with a more advanced knowledge platform. Comprehensive hotel job practice course, comprehensive to meet the students marketing skills training, marketing thinking training and marketing ability to improve the comprehensive needs.

3.4 Project-based Teaching Methods