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酒店经营过程中酒店产品价格实行与酒店产品非价格竞争策略

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-13 13:31:27 查看次数:

酒店经营过程中酒店产品价格实行与酒店产品非价格竞争策略
    酒店在制定产品价格后,应该在经营过程中坚持有效的实行。价格实行主要要做好销售客房时的限制房价和对团队房价的限制。
1.限制房价
    如果酒店预测未来一段时间内,将会出现较高的客房入住率,则会限制用低房价或优惠房价出租客房,具体的做法可以使前台决不打折扣,只接待住一天的客人等。
2.团队房价限制
    团队在平时是客房出租率的有效保证,但团队房价比普通房价低很多,如果在客房供不应求的情况下,仍接受大量的团队客人,占用客房资源,酒店就不能接待普通散客以获得更高的客房收入。所以酒店销售人员要充分预测未来时间内的客流情况,平衡好团队客人和普通客人的接待,尽量最大限度地利用现有客房资源,获得最高的收入。
酒店业的非价格竞争策略
    价格竞争并非是酒店间竞争的唯一手段,也不是最好的竞争手段,价格竞争往往会使酒店行业陷入恶性循环的不良竞争漩涡中。通常采取的价格竞争手段有:
1.开发差异性产品
    酒店市场营销上,客人的需求是多样化的,差异性策略就是做到人无我有,人有我优,满足客人在其他酒店得不到满足的需求,从而获得顾客的认可,提高自己的市场竞争力。
2.服务个性化
    每个客人的个性都是不同的,如果能针对不同个性的客人,提供最适合他们的服务,顾客必然对酒店产生忠诚感。
3.品牌
    品牌对酒店来说是一笔宝贵的资源,尤其对于服务产品,因为客人在消费之前是不能客观看到产品质量的好坏,只有听从他人的意见,即酒店在社会公众中的口碑。创口碑即创品牌,客人在选择酒店产品时,良好品牌设计的吸引力比任何宣传任何降价措施都强有力。
4.促销宣传
    促销能向顾客传递商品信息,对于酒店这样不可移动的产品,积极有效的对外宣传措施对促进产品销售是有很大帮助的。同时与旅行社、航空公司、会议会展组织等机构保持良好的关系,也是拓宽酒店产品销售渠道的有利条件。

Hotel prices in the hotel business process to implement the strategy of non-price competition and hotel products
    Hotels in the development of product prices, should adhere to the effective implementation of the course of business. The price of the implementation of restrictions on prices and sales rooms, mainly to do the restrictions on team prices.
(1) limit prices
    If the hotel is forecast the next period of time, there will be a higher room occupancy rate of rental rooms will limit the use of low prices or discount prices, specific practices can make the front desk never be discounted, only reception guests to live one day.
2 team Rate Limitations
    Team usually is an effective guarantee of the room occupancy rate, but the team prices much lower than the average prices, the case of room shortage still accept a lot of team guests, taking up room resources, the hotel will not be able to receive ordinary individual to obtain higher room revenue. Hotel sales staff to fully predict the future time, the passenger traffic, the reception of guests and guests of the balance team, try to maximize use of existing rooms resources, the highest income.
Non-price competition strategy for the hotel industry
    Price competition is not the only means of competition among hotel, nor is it the best means of competition, price competition is often the hotel industry will fall into the vicious cycle of adverse competitive whirlpool. Usually taken by means of price competition:
(1) the development of differentiated products
    Hotel market, the needs of the guests a variety of differences in strategy is to be no one I have, I have excellent people to meet the needs of guests in other hotels can not be met to gain customer recognition, improve their market competitiveness.
2 personalized
    The personality of each guest is different for the different personalities of the guests, to provide the most suitable for their service, the customer is bound to the hotel a sense of loyalty.
3 brand
    Brand hotel is a valuable resource, especially for services and products, as guests before consumption is not objectively see the product quality is good or bad, only to listen to the views of others, that is the hotel's reputation in the public. Chong reputation brand, guests choose the hotel product, good brand appeal is stronger than any promotion of any price cuts.
4 promotional
    Promotional goods to the customer information for the hotel so that non-mobile products, a positive and effective outreach measures is of great help to promote product sales. At the same time maintain good relations with travel agents, airlines, conference and exhibition organization bodies, but also to broaden the favorable conditions of the hotel product sales channels.

(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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