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酒店产品营销的成功于否在于季度营销渠道的概念和类型

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-18 11:02:03 查看次数:

酒店产品营销的成功于否在于季度营销渠道的概念和类型
1.酒店营销渠道的概念
    酒店营销渠道,也称为酒店分销渠道,它是指酒店服务产品消费者产生消费动机开始,进入酒店之后,到最终消费酒店服务产品的整个过程中所经历的各个环节以及相应的一切活动的总和。简单说就是指将酒店服务产品销售给最终消费者(个体、公司或机构单位)的各个环节的总和。在现在的市场经济条件下,有广阔的市场容量,大部分的酒店服务产品必须依靠一定的营销渠道,才能将其费产品销售到顾客一方。它是营销组合(Promotion Mix)中的重要组合部分,同时它既是酒店服务产品商品化的必经之路,也是连接上海酒店VI设计和酒店服务产品和宾客的中间渠道。其作用在于能使酒店服务产品更有效、更方便、更快捷地让顾客购买到,而不同的营销渠道,也决定着酒店营销活动的成功于否。
2.酒店营销渠道的类型
    酒店营销渠道中,根据到达最终酒店产品消费者所经历的环节,可分两种主要模式:直接营销渠道与间接营销渠道。
   (1)直接营销渠道
    又称零层次渠道,指酒店不经过人和一个中间商,由酒店将服务产品直接销售给最终消费者,亦即顾客直接向酒店购买产品。酒店企业通常情况下有三种直接营销渠道模式供大家参考。
    ①酒店——最终消费者(营销点为酒店现场)。指酒店直接向前来且有入住需求的顾客销售酒店服务产品,这是酒店的传统营销方式。
    ②酒店——最终消费者(营销点为客源地、顾客单位或家里)。指有入住需求的顾客通过电话、传真、电脑网络等各种途径向酒店预订其产品的模式。信息技术的不断进步使其被广泛应用于各个行业,电脑普及的程度日益加深,今年来对于酒店来说,最重要的营销渠道就是网络。酒店应利用好这一科技的优势,做好本酒店网站建设(网页设计、预订信息更新、回复确认等方面)工作,以提高酒店产品的营销质量和效率。
    ③酒店——自建销售点——最终消费者(营销点为销售点现场)。指酒店在其经营范围或区域内自行设立营销点(如机场、港口等),直接向顾客销售。酒店集团成员之间相互代理预订,共享客源等也属于这一模式。
   (2)间接销售渠道
    随着旅游市场日益国际化,直接销售渠道的效果愈显下降,这一模式已难以更有效地吸引市场细分化的顾客,为了缓解这一严峻的压力,很多酒店意识到可以借助代理商、批发商、零售商等销售机构开展营销活动。这种需要中间商参与产品的经销、代理或其他形式的销售将酒店服务产品销售到最终消费者一方的有效途径便称为间接销售渠道。
    根据中间商介入的个数不同,间接营销渠道有不同的模式,酒店通常有三种间接营销渠道可供选择。
    ①单层渠道。
    其一,酒店以旅游代理商——最终消费者。酒店将其产品以较低的价格出售给代理商,由代理商组织客源。
    其二,酒店——其他营销渠道(如航空公司或邮轮公司)——最终消费者。酒店将其产品的销售由航空公司等机构代理销售,将酒店产品转移到顾客手中。
    ②两层渠道。
    其一,酒店——旅游经销商——旅游代理商——最终消费者。酒店以较为低廉(低于门市价)的价格销售给经销商(如旅行社),旅游经销商再将其产品批量销售或预订给旅游代理商,代理商则将产品销售给最终消费者。
    其二,酒店——其他营销渠道(如航空公司或邮轮公司)——旅游代理商——最终消费者。酒店以较为低廉(低于门市价)的价格销售给其他一些酒店营销渠道(如航空公司或邮轮公司),再有这些机构将其产品批量销售或预订给旅游代理商,代理商则将产品销售给最终消费者。
    ③三层渠道。酒店——旅游批发商——旅游经销商——旅游代理商——最终消费者。酒店将其他产品大批量以较低廉的价格批发给旅游批发商,再由批发商与经销商在价格谈判基础上销售给旅游代理商,最后由代理商将其产品批量销售或预订给最终消费者。

 The success of the hotel product marketing in is whether the concepts and types of quarterly marketing channels
The concept of a hotel marketing channels
    Hotel marketing channels, also known as hotel distribution channels, it is that the hotel services products to consumers beginning of the consumer motivation, experience the whole process to the final consumption of hotel products into the hotel after all aspects of all activities and the corresponding combined. It simply refers to the hotel service products sold to final consumers (individuals, companies or establishments), the sum of all aspects. Now under market economy conditions, the broad market capacity, most of the hotel services must rely on a certain scare off channels, fee products sold to the customer side. It is part of the marketing mix (Promotion Mix) in combination, while it is the only way of hotel service product commercialization, but also to connect the channels of the middle of hotel service and guests. Its role is to make hotel service product more effective, more convenient and faster for customers to buy, different marketing channels, but also determines the success of the hotel marketing activities in whether.
The type of hotel marketing channels
    Hotel marketing channels, according to the link to reach the final hotel product consumer experience can be divided into two main modes: direct marketing channels and indirect marketing channels.
   (1) direct marketing channels
    Also known as zero-level channels, the hotel without a broker and, by the hotel service products sold directly to final consumers, ie the customer to purchase products directly to the hotel. Hotel businesses often have three direct marketing channel model for your reference.
    ① hotel - the ultimate consumer (marketing point for the hotel site). Means the hotel directly to come forward and demand customer sales Check hotel service product, which is the hotel's traditional marketing methods.
    ② Hotel - the ultimate consumer (marketing point for the source to the customer unit or at home). Refers to the occupancy needs of customers by phone, fax, computer networking, a variety of ways such as the mode of its products to the hotel reservations. Information technology continues to progress so that is widely used in various industries, deepening the extent of the widespread use of computers for the hotel this year, the most important marketing channel network. The hotel should be used to the advantages of this technology and do the hotel's website (web design, booking information update, back to confirm, etc.) to improve the quality and efficiency of hotel marketing.
    (3) Hotel - built point of sale - the site of the ultimate consumer (marketing point for point of sale). Set up a marketing point of referring to the hotels within the scope of their business or region (such as airports, ports, etc.), direct sales to customers. Between the agent booking hotel group members shared source, also fall into this pattern.
   (2) indirect sales channels
    With the tourism market is increasingly international, the effect of the direct sales channels, more show to decline, this model has been difficult to more effectively attract the customers of the market segmentation in order to alleviate the severe pressure, aware of the many hotels can make use of agents, wholesale , retailers and other sales organizations to carry out marketing activities. This need the middlemen involved in product distribution, agency, or other forms of sales to the hotel service product sales to final consumers an effective way to party, known as indirect sales channels.
    Indirect marketing channels have different modes, depending on the number of middlemen involved, the hotel usually has three kinds of indirect marketing channels to choose from.
    ① single channel.
    First, hotels, travel agents - the ultimate consumer. The hotel will sell their products at lower prices to the agents, organized by the agency source.
    Second, the hotel - other marketing channels (eg, airline or cruise line) - the ultimate consumers. The hotel will be the sale of its products sold by the airlines and other agencies to the hotel product to the customer.
    ② a two-tier channel.
    First, the hotel - travel distributors - travel agents - the ultimate consumers. The hotel is relatively cheap (less than store price) the price of sales to distributors such as travel agencies, travel distributors and then their products sold in bulk or reservations to travel agents, agents will sell to the ultimate consumer.
    Second, the hotel - other marketing channels (eg, airline or cruise company) - travel agents - the ultimate consumer. Hotel is relatively cheap (less than the store price) the price of sales to some other hotel marketing channels (such as airline or cruise line), then these institutions of its products sold in bulk or reservations to travel agents, the agents will be product sales to final consumers.
    ③ three-tier channel. Hotels - travel wholesaler - Travel dealers - travel agents - the ultimate consumer. Hotel will be other products in large quantities at lower prices wholesale to travel wholesalers, on the basis of price negotiation by wholesalers and distributors to sell to travel agents, by agents of its products sold in bulk or reservations to the final consumer .


 

(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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