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1、酒店连锁营销战略方案一:营销定位临安旅游资源丰富,杭徽高速公路开通后,交通更是便捷,临安市委政府正全力打造休闲渡假胜地”,旅游经济前景看好.但临安宾馆行业历经10年的残酷竞争,生存环境已十分恶劣.根据目前已收购酒店(大世界. 天目. 国际)的具体情况,为使旗下各酒店具有较强的竞争力,我们酒店的营销定位是:坚持规范经营.坚持质量第一.逐步提升品牌效应,已拓展江.浙.沪.皖四地标准型旅游团市场为核心,同时抓好本地散客作为补充,推进酒店创新经营,使旗下酒店成为临安同档次酒店的佼佼者.1.坚持规范经营,坚持质量第一,逐步提升品牌效应.随着临安旅游经济的发展,团队市场.会议市场.散客市场日益壮大,一方面
2、,他们对当地住宿情况比较了解,另一方面他们中的回头客比例也高.尤其是我们各酒店都属二星级酒店,更须重视旅游团队和会议市场.因此,我们必须坚持规范经营,坚持质量第一,树立精品意识,逐步提升和扩大北晶酒店连锁的品牌效应,在抓好服务质量的同时,不断提升品牌的知名度和美誉度.“北晶酒店连锁”必须对企业形象作整体设计,塑造鲜明的个性化的企业形象,以适应日益残酷的市场竞争,此外还需及时推出一个宣传平台,将旗下各酒店捆绑推出,形成规模优势品牌效应.结合集团酒店业的战略发展方向,考虑中文为,北晶酒店连锁”,英文为 的网址.在该网址中,架构分为酒店介绍,特色餐饮,旅游服务,网络定房四大内容.其中酒店介绍”的内容
3、为旗下各家酒店的客房,会议.娱乐等功能区的文字图片介绍.”特色餐饮”的内容是旗下酒店的餐饮介绍,重点推荐酒店特色菜肴,临安当地山珍野味.根据季节变化,在网页上更新菜肴图片.”网络定房”是为了适应都市游客的消费习惯,在网上推出自己酒店的预定平台.”旅游服务”的内容为介绍旅游线路,景区组合,导游服务.票务服务等一站式服务项目.该网址应该链接在临安旅游,杭州旅游等相关页面上.该宣传平台建设得成功与否,对于各酒店的宣传将起到十分积极的作用.2.以开拓旅游团队业务为核心,形成二星级的标准旅游团队型接待酒店.随着临安地方经济的快速发展,临安宾馆业市场的对外开放程度将更加提高,很多企业经营者将会全方位的进入
4、临安旅游业.餐饮业.娱乐业.给旗下各酒店带来竞争和挑战.在目前临安的宾馆酒店数量增多,档次提升的情况下,我们酒店必须全力抓好团队这一主要业务市场.随着临安旅游.经济.文化各项事业的进一步发展,会有更多的潜在团队.会议市场被开发,加上临安是一个生态城市,将会成为最重要的市场资源.”北晶旗下各酒店必须抓住时机,重点拓展团队.会议市场,使之成为外界旅行社指定的二星团队接待酒店.二,营销策略1.市场细分“北晶酒店连锁”的消费者可以按购买组织和购买动机进行市场细分(1)按购买组织划分:A.团体市场:这类市场往往以一定数量的顾客组织团队,具有相同的目的,可以是观光旅游,也可以是来参加会议,要求酒店有较大的
5、价格优惠和统一周到的服务.B.散客市场:这类市场的消费者往往是单独的,消费的时间不会很长,但值得注意的是他们的回头率比较高,口碑效应巨大.目前,我们诸酒店的位置都处在市区中心位置,虽然各家设施档次都不高,但依托低价的策略,应该可以形成一个稳定的散客消费群体(2)按购买动机分:C.散客:从其身份上来看,可以是一般的企业销售人员,也可以是公司的经理.老总.这一市场一般具有以下特征:a.在酒店停留时间短.b.选择地理位置较好.出行方便的酒店,c.经常使用宾馆的各项设施.d.对价格敏感度低.e.出行住宿无明显的季节性.f.重视宾馆的服务速度,如快速的入住.离店等.这类顾客又可以分为三类:一.是参加大小
6、型会议的客人.二.是相对不受房价限制的常客.三.是出差费用有规定的商务人士.D.观光客:对于这个市场中心顾客有以下几个特点:a.停留时间相对较长.b.选择位于风景区的宾馆.c.对房价很敏感.d.季节性方位.e.把宾馆当作是消费场所.根据我们酒店的市场定位需要,所要重点关注的是A和D,同时,针对客源的季节性波动,在不同旅游季节中选择一个重点市场,比如春节前后选择会议团体市场,旺季(每年的3月-11月)主攻旅游团队市场,并根据团体与散客情况,通过房价体合,合理分配和控制散客与团队的比例.2.产品策略对于大多数宾客来说,进入酒店不是来消费某一些服务项目,而往往是消费服务的组合.客人往往也会根据自己的
7、需要来选择服务项目.因此,我们酒店必须考虑产品组合对满足各类顾客需要的有效性.对于酒店营销而言,最重要的产品组合策略莫过于客房与餐饮的产品组合策略.考虑到我们旗下酒店的目标市场主要是团队,酒店内部的娱乐.商务.桑拿等相关配套设施,为团队客人及时提供折扣消费,营造一种家”的感觉,逐步提升酒店的市场美誉度.3.价格策略我们酒店采取的价格策略应以需求为中心的定价策略,充分考虑我们的目标市场.这种定价策略的特点是:根据目标市场的需求不同,制定不同的价格.对于常客.旅游团队.会议团队.酒店应重点关注.可采取常客价.团队价,以期成为稳定的收入采源.大世界和天目目前正在推广68元/间的特价房,目的是为了提升
8、人气,吸引散客客源群体,已经收获了一些成效.对与客源的季节性波动,在不同的季节中必须运用定价策略和确定一个重点市场,比如淡季采用灵活的定价,尽量提高旅游团队的市场份额.旺季力挺旅游团队价,提高营业额.平时通过价格体系,合理分配和控制散客与团队的用房比例,达到酒店利益的最大化4.网络营销策略根据本酒店的市场定位及目标市场的需求特征,制定网络营销策略,建立一支实体营销网络.实体营销网络包括:(1),建立一支业务素质过硬,业务涉及江.浙.沪.皖各周边区域的销售队伍,这不仅包括本酒店的销售人员,也包括临安各景区.旅行社的兼职销售人员,利用他们各省的销售网络为我所用.对于兼职人员的业务提成,参照营销管理
9、制度及考核办法。(2)积极加入携程,E龙各专业网络订房分销机构。现在都市人出游已习惯于通过它们来订房,因此积极加入并配备 旅行网的订房操作,是以后订房工作的一个重要内容。5.促销策略旗下的数家酒店在临安激烈的市场竞争中求生存,求发展,必须加倍重视日常的促销活动,实现在巩固现有客源的同时,房地产E网 积极的向竞争对手渗透,争夺竞争对手的客源。日常促销策略主要是广告宣传,人员推销,营业推广和公共关系等四个方面,其具体策略包括:(1)室外广告(横幅,户外广告牌),电视,报纸及专栏等宣传方式,开展社会公益活动等低成本的方式来提升酒店形象。(2)人员推销, 每月1周时间,业务人员赴江浙沪等主要客源地旅行
10、社促销,巩固,扩大业务网络,提高回头率(3)营业推广,包括客房,餐饮和娱乐的消费折扣券的赠送。(4)公共关系 保持并发展和政府部门,新闻媒介的密切合作关系。如临安新闻中有新闻身边来这一档小栏目,提供新闻的爆料者,我们酒店可提供餐饮,客房的消费折扣券,抵用券。对每一次的促销活动必须有明确的目标和计划方案,对活动的经费进行预算和控制,并评价促销的实际效果。6.营销人员效率管理对于营销人员,要考核以下几项主要指标:(1)每个销售人员每月拜访的客户量(2)每月新增的客户量(3)长期不入住酒店的主要老客户的数量及具体原因从这些具体的指标中,可以发现营销人员拜访客户的次数是否太少,是否增加了足够多的新客户
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27、tgKQcWA3PtGZ7R4I30kA1DkaGtgKQcWA3PtGZ7R4I30kA1DkaGhn3XtKknBYCUDxqA7FHYi2CHhI92tgKQcWA3PtGshLs50cLmTWN60eo8Wgqv7XAv2OHUm32WGeaUwYDIAWGMeR4I30kA1DkaGhn3XtKknBYCUDxqA7FHYi2CHhI92tgKQcWA3PtGZ7R4I30kA1DkaGGeaUwYDIAWGMeR4I30kA1DkaGhn3XtKknBYCUDxqA7FHYi2CHhI92tgKQcWA3PtGZ7R4I30kA1DkaGtgKQcWA3PtGZ7R4I30kA1D
28、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
