Hotel marketing strategy planning book
The overall guiding ideology of planning annual work is to establish, improve and standardize the internal management mechanism of the planning department, strengthen the construction of team culture, provide planning ideas for completing the annual work objectives set by the company, and realize the leap-forward development of the company. I. Objectives
1. In this year, catering promotion should be innovative and efficient through the integration of various media forms, gradually occupy the first brand of xx catering, promote the brand of xx catering, and promote and stabilize the brand of xx catering for ten years.
2. The annual plan strives to do marketing with the least expansion cost.
3. Prepare powerful sales tools for the company, ensure that the marketing channels and image have strong xx catering characteristics, improve the corporate identity of all employees, and assist stores to gradually complete the annual sales task of 20xx.
4. According to the different seasons and festivals, provide a set of promotion plans from the beginning of the year to the end of the year, and distinguish the promotion efforts according to the importance people attach to festivals in xx area. See "Summary of Holidays in 20xx" and "Planning Cases of Various Holidays" for details.
Second, recommend the types of promotional activities corresponding to festivals.
1. Publicity of important festivals at home and abroad: including New Year's Day, Spring Festival, Lantern Festival, Valentine's Day, Women's Day, Mother's Day, Labor Day, Children's Day, Dragon Boat Festival, Xie Shi Banquet, Double Ninth Festival and Christmas. , with comprehensive promotion, such as the Lantern Festival, the launch of solve riddles on the lanterns and prize-winning activities. (In fact, it is suggested to launch a series of activities selectively according to the needs of xx catering).
2.xx anniversary promotion: It is recommended to carry out comprehensive promotion, and the promotion efforts should be relatively strong. All kinds of publicity must be in place, such as using LED electronic screens, banners, text messages, DM, building video advertisements, car advertisements and other comprehensive media publicity means.
3. Regular promotion: it can be made temporarily according to the needs of other catering departments, mainly for seasonal menu update and new product launch of catering. For example, in the off-season, large-scale lottery activities, American food tasting activities, and quarterly points exchange activities were launched.
4. Competitive promotion, mainly aimed at the promotion of competitors' catering, mainly focusing on introducing quality services, special prices and buying gifts.
5. The formulation of promotion plan should be innovative, but it should not be divorced from reality and grandstanding. It should be adapted to local conditions, easy to operate and evaluated later. The specific plan should be made one month in advance.
6, combined with "xx catering VIP members" and "integral members" as well as business alliances and group buying websites for promotional activities, and constantly attract new members.
Third, publicity and public welfare activities plan
1. Publicity includes thematic publicity activities (such as Spring Festival greetings, consumer days, consumer sit-ins, etc.). ) and regular publicity (intermittent media advertising). Such as advertisements and off-season image advertisements).
2. Public welfare activities. Including theme public welfare activities (such as double ninth festival, tree planting, etc.). ) and regular public welfare activities (such as helping students and helping the poor, etc.). ), there are at least 1 large-scale public welfare activities a year, and the cost is about 1 10,000 yuan.
3. Strengthen cooperation with the media and carry out various forms of activities and cooperation.
Fourthly, advertising space rental and DM internal publication investment promotion.
1, aiming at xx catering branches, form in-store advertising space for rent. (mainly used in business alliances)
2. Every quarter, internal DM newspapers and advertisements are invested.
Fifth, strengthen the corporate culture rendering of catering.
1. Standardize the contents and hanging of various obvious signs.
2, increase enterprise introduction and all kinds of suggestive text propaganda.
3. Make a text introduction to the festival theme promotion activities.
4. Every issue of DM magazine introduces life tips. (such as common sense of car use, common sense of car maintenance, seasonal diet recipes and taboos, common sense of fire control, recipes, etc.). )
Chapter II Hotel Marketing Strategic Planning
1. Establish hotel marketing, public relations and communication network. One of the key tasks this year is to establish a perfect customer file, classify the customers according to the key customers who sign the bill, the customers they receive and the customers with development potential, and record the customer's unit, contact person's name, address, annual consumption amount and discounts given to the unit in detail, so as to establish and maintain business contacts with important customers such as government agencies, enterprises and institutions, businessmen, celebrities and entrepreneurs. In order to consolidate old customers and develop new customers, we will not only pay regular and irregular sales visits to customers, but also send our blessings to customers through telephone, SMS and other platforms at the end of the year or on major holidays and customers' birthdays. This year, we plan to hold a large-scale customer appreciation liaison meeting at an appropriate time to strengthen emotional communication with customers and listen to their opinions.
Second, blaze new trails and establish a flexible incentive marketing mechanism. Open up the market and win customers
This year, the marketing department will cooperate with the overall new marketing system of the hotel, re-formulate and improve the sales task plan and performance appraisal management implementation rules of the marketing department in ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××
Emphasize team spirit, combine the salary distribution of department managers and marketing representatives with the overall tasks of the whole department, emphasize mutual cooperation and help, and build a harmonious and positive work team.
Third, warm reception and thoughtful service.
Reception groups, conferences and customers should follow the whole process, provide "all-weather" service, pay attention to service image and appearance, be warm and thoughtful, and provide special and targeted services for all kinds of guests to meet their spiritual and material needs to the maximum extent. Make questionnaires for conference activities, solicit customers' opinions, understand customers' needs, and adjust marketing plans in time.
Fourth, do a good job in market research and promotion planning.
Often organize relevant department personnel to collect and understand the information of tourism, hotels, hotels and their corresponding industries, grasp the trend of their operation and reception services, and provide comprehensive, true and timely information for the general manager's office of hotels, so as to make marketing decisions and flexible promotion plans.
Verbs (abbreviation of verb) cooperate closely and coordinate actively.
Work closely with other departments of the hotel, actively contact and cooperate with other departments of the hotel according to the needs of guests, give full play to the overall marketing vitality of the hotel and create benefits.
Strengthen the relationship with relevant publicity media and other units, make full use of various advertising forms to recommend hotels, publicize hotels, strive to improve the visibility of hotels, and strive for the support and cooperation of these public units for hotel work.
Under the correct leadership of hotel leaders, the marketing department will strive to complete the annual sales task, blaze new trails and make joint efforts to create a new image and new realm of the marketing department.