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酒店的营销增减效率通过酒店中间商的地位与作用

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-20 14:34:02 查看次数:

酒店的营销增减效率通过酒店中间商的地位与作用
    对酒店而言,能直接销售给最终消费宾客,单位利润相对较高,而且对营销渠道能进行最直接而有效的监管,这种传统的选择当然是不错的。随着市场的不断发展和成熟,实际上,众多酒店的销售有赖于中间商的运作,毕竟酒店产品最终消费者(包括显示和潜在的)数量庞大而且分散很广,酒店假如只靠直接渠道而消耗大量人力、物力、财力,却效果却未必达到很好,因为生产领域到消费领域的转移过程中,起到了桥梁的连接作用。由于中间商的存在,不仅大大简化了营销手续,节约了营销费用,还扩大了营销范围,因此提高了营销效率。酒店中间商的作用主要体现在以下六个方面:
   (1)提高酒店产品流通效率
    通过一个酒店中间商的介入,减少了交易的次数,使得产品流通的效率大大提高。这样,中间商的介入帮助减少了许多工作量。销售者和购买者的数量越多,酒店中间商介入所减少的交易次数及节约的社会总劳动就越多。这是酒店中间商最大的贡献。
   (2)节省销售总费用
    通过中间商,能减少酒店与最终消费者之间的节洽次数,尤其是减少了跨地区的接洽,节约了时间和人力,降低交易费用,提高了经济效益。假设酒店有三个销售员分别负责欧洲、韩国以及内等三个目标市场,如果近靠直接销售的话,那单就国际差旅费、交际费来说,在各地预售点的开设、运营得用就已非常庞大。如果通过一家具有实力的旅行社中介,对于酒店来说,只需要中人力、物力与其搞好关系,并提供酒店VI设计高品质的产品与服务即可获得一部分稳定的客源。
   (3)调节生产与消费之间的矛盾
    酒店中间商起着社会生产的“蓄水池”作用。一方面,酒店中间商的存在客源缓和供需之间在时间、地点和商品数量、种类等方面的矛盾;另一方面,酒店中间商的存在能为生产者和消费者带来方便。对消费者而言,酒店中间商充当了他们的采购代理,酒店中间商可以在合适的时间和地点提供所需要的产品、灵活的付款方式和条件以及周到的售后服务;而对于生产者或贸易企业来说,酒店中间商的存在使酒店的销路有了保证,降低了流通成本。

Hotel marketing increase or decrease in the efficiency of the status and role of the hotel brokers
    
The hotel can be sold directly to final consumption of guests, the unit profit is relatively high, and marketing channels, the most direct and effective monitoring, the traditional choice of course is good. As the market continues to evolve and mature, in fact, a number of hotel sales depends on the operation of the middlemen, after all, the ultimate consumer of the hotel product (including display and potentially) a huge number and a wide dispersion, if the hotel direct channels alone consume a lot of manpower, material and financial resources, but the results may not achieve very good, because the transfer process of the production areas to consumption areas, play the role of a bridge connection. Due to the presence of middlemen, not only greatly simplifies the marketing procedures, saving the costs of marketing, has also expanded the scope of the marketing, thereby increasing the efficiency of marketing. The role of middlemen the hotel is mainly reflected in the following six areas:
   
(1) improve the efficiency of the hotel product circulation
    
Through the intervention of a hotel brokers, reduced the number of transactions, greatly improving the efficiency of product circulation. In this way, the middleman's intervention to help reduce the number of workload. The more the number of sellers and buyers, the hotel brokers involved in the reduction in the number of transactions and the total social labor saving more. This is the greatest contribution of the hotel brokers.
   
(2) the total cost savings in sales
    
Through intermediaries, to reduce the section between the hotel and the final consumer contact number of times, in particular, is to reduce the trans-regional contact, saving time and manpower, lower transaction costs, and improve economic efficiency. Assume that the hotel has three salespeople were responsible for the three target markets such as Europe, Korea and rely on direct sales nearly single international travel expenses, entertainment expenses, set up around the pre-sale point, operators use statistics already is very large. Strength through a travel agency intermediary for the hotel, just need the manpower, material and a good relationship with, and provide high quality products and services can be obtained as part of a stable source.
   
(3) regulation of the contradictions between production and consumption
    
Hotel brokers play a role of "reservoir" of social production. On the one hand, the hotel brokers exist source to ease the contradiction between supply and demand in respect of time, place and commodities number of types; the other hand, the existence of the hotel brokers for producers and consumers convenience. For consumers, the hotel brokers to act as their purchasing agent, hotel brokers can provide the required product at the right time and place, flexible payment options and conditions, as well as attentive service; For producers or trade enterprises, the existence of the hotel brokers hotel sales has been secured, reducing the distribution cost.

(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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