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一家酒店会选择怎么样的规模和营销渠道模式?酒店营销渠道模式的选择

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-25 10:31:09 查看次数:

一家酒店会选择怎么样的规模和营销渠道模式?酒店营销渠道模式的选择
    一家酒店选择什么样的营销渠道模式,,以直接营销为主,还是以通过中间商销售为主,这是酒店面临的一个选择。如采用中间商,还需要确定一个渠道长度与宽度的问题,短渠道主要是利用旅游代理商和旅游经销商的一层渠道,为长渠道则需涉及旅游批发商;宽口径的渠道是在同一层次只精选几个得力的中间商,建立密切联系,以求在某目标市场中取得较大市场份额,同时也能加强对渠道的控制。究竟如何选择,还需综合考虑以下几方面因素:
   (1)市场特点
    旅游市场的容量、购买频率的高低、各细分市场的地理分布、人口分布以及不同市场对不同营销方式的反应如何等等,这些市场的特点五一不影响着酒店渠道模式的选择。如果目标市场规模非常大,为方便顾客预订,使用较多的中间商即宽渠道可以达到更大市场覆盖面。如果订单常常来自小批量预订,则需较长的营销渠道,而大批量的团体预订和会议预订则往往通过一个中间商,或由主办单位直接与酒店接洽订房,渠道很短。如果某酒店的主要客人集中于某些特定地区,就应考虑直接在该地设立酒店自己的办事处,进行零渠道直接销售。而相反,如果酒店的顾客分散在世界各地,则需较多的旅游中间商代理销售。此外,顾客对不同营销方式的态度也是应考虑的因素,如随着网络技术的发展,网上预订因其方便快捷深受顾客欢迎,因此酒店业应积极加入电子预订系统。
   (2)酒店产品与服务的特点
    商务酒店宜采用直接销售或较短的渠道,直接与目标市场的公司企业接触;而休闲度假酒店其目标市场分散,更多会利用旅行社代理。同一家酒店的不同产品与服务的销售渠道也不尽相同:客房是酒店预订的主产品,多采用中间环节,而其餐饮、娱乐健身等设施则重点面向住店客人及当地居民及企业进行直接促销与销售。
   (3)酒店自身条件与经营意图
    一家酒店的规模决定了它的最大接待能力,而它所接待的顾客规模及层面分布又影响了它的渠道选择。例如,某酒店可使用客房为500间,假设它全年全部出租,即出租率为100%(不考虑双开率和因离抵时间差所造成的高于100%的出租率情况),则其年最大接待能力为365000人(按一年365天,每间客房住2人计);而一家只有50见客房的酒店,年最大接待能力为36500人。则它的渠道自然会比前者窄。
    酒店的财力也决定了对营销渠道的选择与控制。力量单薄的小酒店跟德国地依赖旅行社为其带来客源,减少营销活动的开支,而实力雄厚的大酒店虽然也利用旅行社,但也非常重视自身渠道的建议,如只要在目标市场区域设立办事处直接销售,同时大酒店在与旅行社的合作中,也比小酒店更有控制权。有的酒店,尤其是国际性酒店,还设立旅游部,将旅行社组团、接团的业务纳入自己的体系。
    酒店营销渠道的选择自然不能有悖于酒店的总体经营意图。如上海酒店VI设计希望维持其豪华、高档的形象,则会尽量减少旅行团与普通会议的客人,采用更为直接的方式对目标市场进行促销活动。或者有的酒店对于中间商的信誉。形象非常重视,对目标市场也很有选择性,则应考虑加强酒店自身销售能力及利用较短的营销渠道。
    酒店营销人员的素质也会影响渠道选择。如酒店自身营销力量有限,人员不具备涉外销售的条件(如相应的专业知识、流利的外语水平、丰富的谈判与营销经验等等),最好还是委托旅行社或其他旅游中间商代理销售。

The hotel will choose how the size and marketing channels? The choice of hotel marketing channel mode
    A hotel to choose what kind of marketing channels, direct marketing, mainly through intermediaries sales, hotel facing a choice. Such as brokers, also need to determine the length and width of a channel, short channel is the use of travel agents and travel distributors layer channels is required for long channels are related to tourism wholesalers; wide caliber of the channels at the same level only selected a few competent intermediaries, to establish close contact in order to achieve greater market share in a target market, but also to strengthen the control of the channel. How to choose, the need to consider the following factors:
   (1) market characteristics
    The capacity of the tourism market, to buy high and low frequency, geographical distribution of all segments of the population distribution, as well as the reaction of the different markets for different marketing, these markets are characterized by 51 does not affect the choice of hotel channel model. If the target market size is very large, for the convenience of our customers booking more middlemen wide channels to achieve greater market coverage. Orders often come from small quantities of reservation, you need a longer period of marketing channels, and large quantities of group bookings and conference booking, often through a broker, or contact reservations directly with the hotel by the organizers, the channel is very short. If a hotel guest is concentrated in certain areas, they should consider the establishment of the offices of the hotel directly in the ground, zero-channel direct sales. On the contrary, if hotel customers scattered around the world, you need more travel brokers sales agent. In addition, the attitude of the customers of different marketing methods that should be considered factors such as the development of network technology, online booking for its convenient welcomed by customers, the hotel industry should actively join the electronic reservation system.
   (2) the characteristics of hotel products and services
    Business hotels should adopt the direct sales or shorter channels, direct contact with the target market for companies; resort hotel its target market fragmentation, more travel agents. With different products and services of a hotel's distribution channels are also different: the rooms are the main products of the hotel reservations, use of intermediate links, and its dining, entertainment and fitness facilities are the focus for hotel guests and local residents and businesses direct marketing and sales.
   (3) Hotel conditions and management intent
    A hotel the size of its maximum reception capacity, and it received customer scale and level of distribution of its channel selection. For example, a hotel room for 500, assuming that all rental throughout the year, the occupancy rate of 100% (without regard to the double rate and from the arrival time difference caused by more than 100% occupancy rate), its maximum reception capacity of 365 000 people (365 days a year, each room occupancy is 2 dollars); and one of only 50 room hotel, the maximum reception capacity of 36,500 people. Narrow channels will naturally than the former.
    Resources of the hotel also determines the choice and control of marketing channels. Strength thin small hotel with Germany to rely on travel agents to bring tourists to reduce the expenses of marketing activities, while the strength of the hotel, although the use of travel agents, but also attaches great importance to the recommendations of its own channels, such as set up offices in the target market area direct sales at the Hotel in cooperation with travel agencies, but also more than the small hotel control over. Some hotels, especially international hotel, but also the establishment of the Ministry of Tourism, the travel agency group, Meet the group's business into its own system.
    The choice of hotel marketing channels naturally can not be contrary to the intent of the overall business of the hotel. If the hotel hopes to maintain its luxury, upscale image, it will minimize the tour groups and guests of the meeting, more direct way to the target market promotional activities. Or some hotel brokers credibility. Image very seriously, the target market is also very selective, you should consider strengthening the hotel's own sales ability and shorter marketing channels.
    The quality of hotel marketing personnel will also affect channel selection. Such as the hotel itself is limited marketing power, do not have foreign sales conditions (such as the appropriate professional knowledge, fluent in foreign language proficiency, negotiation and marketing experience, etc.), the best or commissioned sales agent for travel agents or other travel intermediaries.

(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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