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酒店营销过程中选择何种营销方式?酒店营销渠道的选择与调整

jiudianyingxiaoguochengzhongxuanzehezhongyingxiaofangshi?jiudianyingxiaoqudaodexuanzeyudiaozheng


来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-24 10:21:36 查看次数:

酒店营销过程中选择何种营销方式?酒店营销渠道的选择与调整
    酒店在营销过程中选择何种营销方式,以直接营销还是以间接营销为主,如何确定营销渠道的长度和宽度,涉及营销渠道选择的问题。
1.销售渠道的选择与调整需考虑的因素
   (1)营销对象因素。营销对象的人数、分布情况、购买习惯等都会影响酒店企业的营销渠道的选择。若酒店的营销对象数量大且分布广,酒店宜采用宽长的营销渠道,反之则直接营销较适合。
   (2)产品因素。产品因素主要指产品的质量和性质。质高价优的产品由于往往被少数富有的购买者重复购买,因此宜采用直接营销渠道或窄短的营销渠道。相反,大众化的产品由于购买对象众多,分布较广,宜采用宽长的营销渠道。对于新产品,由于尚欠知名度,采用间接渠道销售往往需花费较多“口舌”,不如采用直接营销渠道。
   (3)酒店自身因素。北京酒店VI设计的经济实力、营销管理能力等都是应该考虑的因素,若是实力雄厚的酒店,则完成客运自己组建销售队伍,或是用较高的佣金来组织更多、更好的中间商队伍。若酒店的营销管理能力较强,也客运利用自己熟练的营销队伍来打开市场。反之,营销必须以中间商为渠道。
2.酒店的销售渠道选择与调整销售渠道策略
    酒店的销售渠道选择与调整一般有五种策略:
   (1)独家营销策略。指酒店在一定的市场区域内择优选择一家中间商作为营销渠道。采用这一策略,有助于酒店控制中间商,监督其改进服务态度,但相应地影响了顾客购买的方便性。
   (2)广泛营销策略。指对中间商不作选择,数量越多越好。该策略的有点是为顾客创造了购买方便,缺点是酒店控制管理营销渠道的难度会加大。
   (3)短渠道营销策略。指酒店选择涉及中间商较少的营销渠道。
   (4)长渠道营销策略。指酒店选择涉及中间商较多的营销渠道。运用这一策略时,要考虑效率原则(便于顾客购买)、经济原则(营销渠道能带来总够的营业收入和利润)和客源原则(考虑客源的基本特点)。
   (5)选择性营销策略。指酒店在一定的市场区域范围内挑选几家中间商作为营销渠道,这是一个较广泛的适用性策略。

Choice of marketing hotel marketing process? Hotel marketing channel selection and adjustment
    The choice of hotels in the marketing process marketing, direct marketing and indirect marketing, how to determine the length and width of the marketing channels involving the question of choice of marketing channels.
(1) sales channel selection and adjustment factors to be considered
   (1) factors of marketing object. The number of objects of marketing, distribution, purchase habits, etc. will affect the hotel business marketing channel choice. The number of hotel marketing object is large and widely distributed, the hotel should be wide and long marketing channels, and vice versa direct marketing is more suitable.
   (2) factors. Product factors refer to the quality and nature of the product. Excellent high quality products due to the small number of wealthy buyers often repeat purchase, should adopt the direct marketing channel or narrow short marketing channels. On the contrary, popular product due to the large purchase of objects, wide distribution, should adopt the width and length of marketing channels. For new products, outstanding popularity, the use of indirect channel sales often takes more "tongue", it is better to use direct marketing channels.
   (3) Hotel factors. Beijing hotel the economic strength of the VI design, marketing and management capabilities are factors to be considered, if the strength of the hotel, complete passenger build their own sales force, or a higher commission to organize more and better middlemen team. If the hotel's marketing ability, also the passenger to use their skilled marketing team to open up the market. On the contrary, the marketing must be the middleman for the channel.
Hotel sales channels to select and adjust the sales channel strategy
    Hotel sales channel selection and adjustment in general there are five strategies:
   (1) exclusive marketing strategy. Refers to choose the best hotels in the market area of ??a middleman as a marketing channel. To adopt this strategy, help the hotel to control brokers, supervision and improve service attitude, but the corresponding impact on the ease of purchase by the customer.
   (2) an extensive marketing strategy. The brokers do not choose the number the better. The strategy is a little bit for customers to create easy to buy, the drawback is the difficulty of the hotels control and management of marketing channels will increase.
   (3) short-channel marketing strategy. Referring to the hotels involving middlemen less marketing channels.
   (4) long-channel marketing strategy. Referring to the hotels to choose to involve brokers more marketing channels. The use of this strategy, we must consider the principle of efficiency (ease of customers to buy) economic principles (marketing channels to bring the total enough revenues and profits) and the source principle (taking into account the basic characteristics of the source).
   (5) selective marketing strategy. Selected hotels in the market area within a few middlemen as a marketing channel, which is a broader applicability of strategy.

(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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