do it in all directions, starting with the name. Hotel image planning and promotion. It is very important to do sales, so that customers can feel your brand and grade.

through this marketing plan, the hotel is a five-star leisure business hotel with a unique island planning and construction, which has a unique competitive advantage in the industry. Its geographical location, which is at arm's length from the central city, allows guests to leave the hustle and bustle of the city temporarily, and has its unique quietness and privacy; At the same time, through the support and assistance of the local tourism bureau and the government, we will occupy a new commanding height in the local market with the image of a high-end and refined international hotel, and fully understand the "ocean" culture and "Buddhism" culture in the foreign market to attract foreign business guests, tourists, leisure and holiday guests and conference guests to stay and spend money here. We should make the catering distinctive, the guest rooms refined, and the marine service projects developed more thoroughly, so that the whole island is filled with a quiet and elegant and vibrant atmosphere, and the disadvantages of hotels with corresponding deficiencies can also be transformed into competitive strengths.

at the beginning of the hotel's opening, problems such as low image (exposure) rate and inconvenient transportation can become advantages through careful packaging and hard work. The focus of our marketing plan is to make up for the lack of potential and form dislocation competition. The ultimate goal is to publicize the hotel in an all-round way with the activities before and after the opening as the carrier, so as to reach the level that the audience is well known and attract consumers' attention widely, which will help the guests to fill the door after the opening, improve operating efficiency and society.

Chapter II, Planning Contents

Determine the operating scale and functions of the hotel, and highlight the product features: 1. The island of honor

A unique island hotel with a well-known "Radisson" brand, in fact, the conditions for hardware implementation have basically been met. * * * The luxury club of Radisson Holiday Hotel can also become a unique top private club among high-star hotels in Zhoushan. She will attract sharp customers in the surrounding areas with excellent service, perfect atmosphere and high-quality sales, which is a further extension of hotel services. At the same time, it will promote membership system and implement five-star VIP service to realize value enhancement.

Second, the business island

forms an integrated service of business meetings, business tours and business vacations.

The hotel is the first international brand five-star standard hotel in * * *, which not only has five-star facilities and equipment, but also has many years of management experience of Radisson. The "people-oriented" service concept and efficient, innovative and pragmatic management team can not only make the hotel have excellent service quality. Although the venue of the hotel can't compete with "* * *", and the number of rooms is not too large, the hotel's all-sea-view guests and excellent conference facilities will surely attract the high-end conference market in other places, further subdividing the conference market and getting a slice of the conference service and operation.

Third, the island of leisure

We can take advantage of the unique geographical location of the hotel as a selling point, and strive to fundamentally change the consumption concept of the local high-end consumer groups in Zhoushan. Let them know that spending on the island of * * * is the real relaxation and noble honor, and the relative privacy can give full play to the advantages of the island. The phrase "going to the island of * *" will become a popular word in the upper class in this area.

IV. Garden Island

Through the design, construction and maintenance of the island's landscaping, landscape and scenic spots, a beautiful garden-like scenery is formed, and at the same time, the pavilions, rockeries, modeling falls, fish ponds, outdoor acoustics and so on of the landscape are treated in detail, so that flowers are fragrant in the * * * season, flowers are unbeaten every month, and flowers are blooming in the four seasons.

chapter iii, analysis of market situation

1. the old three-star and four-star hotels in urban areas

advantages: high local reputation in Zhoushan, good geographical location, convenient transportation, complete variety of rooms and complete catering and meeting facilities.

Disadvantages: Apart from enjoying a certain reputation in this region, there is no brand in other regions such as Shanghai and Hangzhou, and its facilities and equipment are not well known, but compared with the newly opened surrounding hotels, the service quality is not good except for some hotels, and other hotels are lacking in management and service quality.

2. Newly-opened three-star and four-star hotels in urban areas

Advantages: The facilities and equipment of these newly-opened hotels are relatively new, with good geographical location, convenient transportation, full variety of rooms and ordinary catering and meeting facilities.

Disadvantages: Newly-opened hotels have no brand effect in foreign markets, and are not well-known locally, lacking in hotel management and service quality.

Three-star and four-star hotels in tourist attractions

Advantages: The tourism resources in this area are relatively rich, attracting most tourists and business guests from outside Zhoushan, especially Buddhist culture, which is very attractive to people at all levels in East China.

Disadvantages: Due to the restriction of government policies, it is not allowed to hold meetings casually in scenic spots, especially in * * * scenic spots, where guests are mainly tourists and worshippers, so its tourist source structure is relatively limited, single and seasonal, and the off-peak season is very obvious.

chapter iv, market source structure segmentation

according to the unique geographical location of the hotel and the analysis of the source structure of the local (Zhoushan) market and the surrounding markets (Ningbo, Shaoxing, Hangzhou, Taizhou, Shanghai and Jiangsu), combined with the fact that the hotel is the top brand international five-star hotel in the region, and give full play to the advantages of the hotel: high-end room facilities, special catering, excellent conference facilities and rich entertainment and leisure.

the tourist source structure can be divided into:

1) small and medium-sized high-end conference groups in East China;

2) National high-end tourism and holiday groups;

3) High-end individual business travelers coming to Zhoushan;

4) the cutting-edge consumer groups of the upper class in this region;

5) High-level meetings of local enterprises;

6) High-level meetings of local government organs and high-standard reception arrangements.

Chapter V, Promotion Methods

1. Promotion methods before opening

1. Online promotion

1) Hotel reservation networks:

Ctrip.com, eDragon.com and Zhoushan Reservation Network. The above three reservation networks are all based on commission, and there is no need to pay for the initial launch.

so-hotel (hotel direct sales network): This website is the first interactive online hotel direct sales platform in China. It is a hotel direct sales platform that provides direct transactions between hotels and customers. It breaks the traditional hotel reservation mode and is the most direct consumption reservation platform between hotels and customers. This reservation network does not draw commission, but charges an annual fee, which is divided into yuan/year according to the hotel scale and the types of services provided.

2) Travel agency network:

Tongcheng. com, the largest travel agency network in China, is mainly composed of travel agencies from all over the country. Through this platform, the hotel can let travel agents across the country know about our hotel (charge about RMB /4 years)

2, exhibition promotion < P > 1) 4.14-4.15: Shanghai 2117 Spring Urban-Rural Interactive Large-scale Tourism Consultation Exhibition < P > Booth fee: < P > Meal travel fee: uniformly arranged by the Municipal Tourism Bureau, and the specific fees will be notified. 3 people from our hotel will attend

2) April 21-April 22: China (Suzhou) Domestic Tourism Fair

Booth fee: arranged by the Municipal Tourism Bureau, free meal travel fee: uniformly arranged by the Municipal Tourism Bureau, and 3 people from our hotel will attend

3. Media (advertising) promotion

1). Advertising language should not only be concise and catchy, but also give people a kind of spiritual pleasure and enjoyment, thus making the guests have affinity for the hotel, shortening the distance between the guests and the hotel, and will also enhance the loyalty of the guests to the hotel.

2) Magazine

① Magazine-This magazine was founded by the Consumer Council of * * * City, and it is mainly placed in all levels of governments, departments and service industries in * * * City, as well as public windows such as stations, airports and docks, etc. for free reading.

publication fee: one page yuan is published in the inner page. After negotiation, our hotel only needs to pay RMB yuan as the down payment, and the other RMB yuan will be used as the consumption amount of the magazine in our hotel after the opening of the hotel, and the hotel does not need to pay another cash. In addition, the magazine agency needs to present 151 magazines to the hotel, so that they can be placed in our hotel rooms and business outlets for hotel guests to read for free.

② magazine —— This magazine is sponsored by the Municipal Bureau of Radio, Film and Television. It is a combination of pure advertisements and travel notes. At present, the magazine has the highest circulation and the widest distribution channels among the existing miscellaneous books in * * *, and its distribution direction is for various organs, enterprises, institutions and leisure and entertainment places. Publication fee: the temporary quotation is every year.

3) Outdoor advertisements (some of which are quoted)

① An advertising sign is erected at Baifeng Wharf or Yadanshan Wharf, each with an area of 1.21-1.51 square meters. The total price is about. * * Wharf is for business tourists who come in and out of * *, and * * Wharf is for guests who come and go from * *, * * counties and Shanghai in the future)

② Choose a "three-sided" advertising space in the urban area, with an area of about 1.21-1.51 square meters and a price of about 11,111 yuan; (This advertising form has not appeared in * * *, and its taste is higher than that of traditional advertising billboards).

③ film and television media on the steamboat.

④ *** signboards along the direction from the pier to the hotel (* * *, near the Keyuan Center of Huancheng South Road, along Gangdong Road, the intersection of Huancheng East Road and * * * Road, and from * * * Road to the vicinity of the hotel pier, the hotel pier and other places, six signboards are set up all the way to guide guests into the hotel).

⑤ the design and advertising package of the hotel pier.

⑥ advertising design of hotel transportation (advertising posters for cars and yachts can be made according to the requirements of VI).

4) Local news organizations

advertise in different forms through local influential advertising media one month before and one month after the opening of the business:

① Cooperate with brand columns of TV stations or participate in advertising by exclusively ordering TV series; The form and price must be negotiable with the media (TV, as a high-end media, is consistent with the hotel's positioning, and the columns must choose brand columns with high ratings and good reputation).

(2) Publish a series of advertisements and a prize-winning column about hotels in the well-known local newspaper 《》.

③ * * * Literature and Art Radio Station: The broadcast time is between 7: 31 am and 8: 31 am and 5: 11 pm, and the price is RMB per month (* * * Literature and Art Station is mainly listened to by car owners during commuting hours)

④ Broadcast the hotel for 31 seconds on * * *' s "Voice of Traffic". The reason is the spread rate and popularity of the voice of traffic in the whole province, as well as the media broadcast that car owners especially like.

⑤ A week before the opening, the local daily newspaper published progressive related suspense advertisements in an ingenious way, and announced the opening on the opening ceremony day;

⑥ create news hotspots (project characteristics, typical good deeds in preparation, social welfare activities, the significance of opening to the city, etc.), actively provide news clues, and strive for legal free advertising.

4. Personnel promotion

1) One and a half months before the opening of the business, design and print advertising leaflets (5,111 copies), and organize the marketing department and other personnel to visit and mail the enterprises.

2) Before the opening of the business, the marketing staff will sign a preferential consumption agreement with the target customers by telephone, fax and door-to-door visit, and promote the membership card of our hotel.

3) Make the envelope of the hotel so that the marketing department can mail the hotel brochure to the target customers before opening, and use it after opening.

4) Make small souvenirs with the hotel logo, which will be presented to big customers by the marketing staff when they visit before the opening of the business, and can also be used in future marketing activities.

second, the opening ceremony (the specific plan shall be worked out separately)

it is an excellent opportunity for marketing activities to hold a grand and enthusiastic opening ceremony on this island to create momentum for hotel operation and expand the local visibility and reputation of the hotel, thus making the opening ceremony not only a symbol of opening, but also a carrier of publicity and marketing.

we will rely on the government's great attention and support for the development of this project, focusing on the development of tourism in * *, especially the development of the southern islands in * *. * * * As a real development project of Zhoushan's southern islands, Radisson Holiday Hotel has epoch-making significance, publicity value and exemplary role in Zhoushan's economic prosperity and tourism construction. It can properly invite local government heads and local media to attend the opening ceremony, because this is not an ordinary corporate behavior, but involves the government's policy decision-making orientation, which has high political significance. After the celebration ceremony, please invite the participants to visit the hotel's operating facilities, taste the banquet dishes and experience the banquet service, so as to further strengthen the participants' personal experience of the hotel products and achieve the purpose of cultivating potential customers and voluntary marketers.

3. Schedule of opening ceremony activities

1. One month before the opening ceremony, design the ceremony procedures and list, list the ceremony supplies of all departments and purchase them (advertising companies and VI design companies can operate together * * *).

2. Send the invitation to the ceremony one week before the ceremony;

3. Three days before the opening of the business, the environment and greening layout will be started, and the lights will be decorated.

4. Opening Ceremony Procedure and Time Schedule

1) At 8: 11 am on May 28th, a huge red curtain was hung outside the gate of the hotel pier, with the golden words "Opening Ceremony of Radisson Holiday Hotel Phoenix Island", the audio equipment was installed and debugged, and a big red carpet was laid on the ground.

2) At 9: 11, a ceremony registration office will be set up in the lobby, with signature books, pens, brushes, corsage, guest ID cards, information kits, souvenirs to thank guests, etc.

3) at 9: 21, all kinds of internal and external journalists are in place, and the hotel office presents the press release to the media reporters;

4) at 9: 31, the general manager leads the department manager to greet the guests on both sides inside the lobby door;

5) At 9: 51, participants in the ceremony will enter the venue (leading figures, municipal leaders, leaders of industry authorities, chairman of the board and foreign guests in the front row);

6) At 11: 11, the host (general manager) announced the opening ceremony, announced the main leaders and guests attending the ceremony, announced the ceremony procedures, and played the national anthem (to be drafted again);

7) at 11: 12, the chairman of the hotel delivered a speech (the office prepared a speech one week in advance for review);

8) at 11: 11, the leaders of the competent departments of the industry gave a speech;

9) at 11: 15, the city leaders gave a speech;

11) at p>11) 11：21, the city leaders unveiled the store sign, played a March, set off firecrackers, and if conditions permit, put homing pigeons;

11) at p>11) 11：31, after the ceremony, the representative of the marketing department invited the guests to visit the main business facilities of the hotel; <