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推动酒店产品优惠活动折扣与让价策略

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-12 11:01:47 查看次数:

推动酒店产品优惠活动折扣与让价策略
    折扣价就是原定价格的基础上少收一定比例的价款,让价是在原价的基础上少收一部分价款,二者实质是一样的。常见的有数量折扣、现金折扣、季节折扣和同业折扣等。
1.数量折扣
    数量折扣有两种形式,一是顾客单笔购买大量的酒店产品,达到一定数额后,酒店会在原价的基础上给予折扣;另一种是顾客在一定时间内累计购买酒店产品达到一定数额后,酒店会给予折扣优惠。大量购买的形式可以是同时租用大量房间,也可是长时间租用房间。酒店给予折扣的形式除了减价,也可以是提供一定数量的免费房或其他免费服务,也可以给客人一些优惠条件,比如发给优惠卡,或是允许客人延长较长时间退房的特殊政策。
    需要注意的是,酒店的定价策略要对所有顾客一视同仁,不能对不同的人采取不同条件的优惠政策。给予顾客享受的折扣和优惠标准不宜太高和太频繁,否则就失去了折扣优惠的吸引力,也会影响酒店经营收入。
2.现金折扣
    现金折扣也称为付款折扣,就是对在约定的付款期内给予付款的顾客比原定价格还低的价格的一种策略。比如,一些酒店在条款中注明“1/10,净价30”,意思是说,如果顾客在于酒店成交后10日内付清款项,则酒店给予10%的现金折扣,同时规定了最迟付款时间是30天。采取现金折扣的买的是为了减少酒店坏账死账的现象,保证酒店资金周转的良好状况。
    在运用现金折扣策略时,要认真研究合理的折扣率和付账时间,同时做好顾客档案的记录工作。
3.季节折扣
    酒店经营有明显的旺季区分,在淡季的时候给予顾客一点折扣和优惠,以吸引客源,保证酒店的基本入住率和营业收入,这样的价格策略就是季节折扣。应注意的是要充分考虑降价的幅度和降价后是不是会带来充分的客源,如降价幅度大,但客源仍不足,酒店的收入还不及降价之前、则降价就没有任何意义。同时在淡季要降价不降质,不能因降价而损坏酒店品牌在社会上的信誉和口碑。
4.同业折扣
    同业折扣是酒店给中间商一定的折扣,促使中间商帮助推动酒店产品销售。

To promote the hotel product promotions, discounts and price of strategies
    The discount is based on the original price less income a certain percentage of the purchase price, the price is the revenue part of the original price on the basis of price, both in real terms is the same. Quantity discounts, cash discounts, seasonal discounts and trade discount.
(1) the quantity discount
    There are two forms of quantity discounts, First customer to buy a lot of single hotel product reaches a certain amount, the hotel will offer discounts based on the original price; another is accumulated within a certain time, the customer to buy hotel products reach a certain amount The hotel will give a discount. Purchased form can occupy a lot of room but for a long time for room hire. In the form of the hotels offer discounts in addition to reduction, but also can provide a certain number of free rooms or other free service, guests also can give some preferential terms, for example, issued a discount card, or allow guests to extend a long time to check out a special policy .
    Should be noted that, the hotel's pricing policy to all customers equally, can not take the preferential policies of the different conditions to different people. Standard to give the customers to enjoy discounts and privileges should not be too high and too frequently, otherwise we lose the attractiveness of the discount, will also affect the hotel operating income.
(2) cash discount
    The cash discount is also known as the payment discount given to customers to pay even lower prices than the original price of a strategy is the agreed payment period. For example, some hotels marked "in terms of 1/10, net 30, meaning that, if the customer is that hotel transaction within 10 days after full payment, the hotel to give a 10% cash discount, and also provides the latest pay paragraph time is 30 days. To buy to take the cash discount is in order to reduce the phenomenon of the hotel bad debts dead account, ensure hotel liquidity in good condition.
    The use of cash discount policy, it is necessary to carefully study a reasonable discount rate and pay time, while doing the recording of the customer file.
3 season discount
    Hotel operators have a significant distinction between the peak season, in the off-season to give the customer a little discount and concessions to attract tourists, hotel occupancy rates and revenue, such a pricing strategy is the season of discounts. It should be noted that to fully consider the price down and prices have gone down full of tourists, such as price cuts, but the source is still less than the hotel's income is less than price cuts, the price before there is no meaning. At the same time in the off-season price cuts do not lower quality, credibility and reputation of the hotel in the community can not be damaged due to lower prices.
4 trade discount
    The trade discount is the hotel to give the brokers a discount, prompting brokers to help promote the hotel product sales.

(版权所有:转载请注明来源于【人和时代·中国】 http://www.rhtimes.com 作者:先锋)


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