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酒店选择营销渠道模式还需要有优秀的渠道成员,酒店营销渠道的管理与控制

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-26 21:26:32 查看次数:

酒店选择营销渠道模式还需要有优秀的渠道成员,酒店营销渠道的管理与控制
    酒店如果选择并确定了间接营销渠道的模式,还需选择优秀的渠道成员,才能成功地利用中间渠道开展相应的营销活动。渠道成员可能是个人、组织或者企业单位,对酒店而言统称为客户。由于酒店中间商数量众多,规模、实力、经营特点都有所不同,所以,酒店务必仔细了解未来中间商的相关信息(如行业背景、信用情况、资金、业务技术、经营水准等),进行综合评价:
   (1)中间商的销售能力。中间商的营销经验和能力与市场反馈搜集对酒店产品的销售影响很大,建议选择最接近酒店目标顾客的中间商。一个优秀中间商能利用有效的营销手段管理顾客购买,且拥有成熟的销售网络,不仅便于顾客购买,还能及时向酒店反馈最新的市场信息,如客人偏好流向、旅游发展趋势等,为酒店制订正确的营销策略提供更有效的依据。
   (2)该中间商的经营范围与形象是否与本酒店目标一致。未来的中间商应有本酒店VI设计产品的市场,或者非常愿意去开拓此类目标市场。如本酒店目标是东南亚旅游市场,则选择以经营东南亚旅游团为主的旅行社较为理想。另外,如果酒店追求高质量、高品位、奢华高档的形象,选择中间商时也应仔细   别,以免达不到预期的销售效果,却适得其反。
   (3)中间商的经营实力和诚信度。中间商的经营规模、财务调度能力好坏、诚信状况是否良好都是酒店必须考虑的内容。通过其经营规模可以预测它能为本酒店带来多少预订量和销售额;其财务状况可以反映它抗风险能力,财务状况不好,一旦出现问题会影响酒店的正常经营;中间商的诚信也十分重要,过去,国内有的酒店由于不了解国外旅游代理商的信誉情况,使得大量账款付之东流。对于直接委托境外旅游中间商代理销售的酒店,尤其应该重视这个问题,最好通过我国驻外使馆或其他机构进行调查,这才是良好合作的重要基础。
    尽管有这么多原则需要几近苛刻地选择,但有时决定权并不一定掌握在酒店手中,旅游中间商同最终顾客一样拥有选择权,尤其是那些规模大、实力强、信誉好的旅游中间商。
    选定旅游中间商开展代理销售业务过程中,还应加强日常的渠道管理与控制,以促进有好和谐的合作关系,减少渠道摩擦与冲突,取得相对理想的营销效果。
  
Hotels to choose the marketing channel mode also need to have excellent channel members, hotel management and control of marketing channels
    Hotel if and to determine the mode of indirect marketing channels need to select the best channel members in order to successfully use the middle channel to carry out marketing activities. The channel members may be individuals, organizations or business units, hotel, collectively referred to as customers. Due to the large number of hotel brokers have different size, strength, operating characteristics, the hotel be sure to carefully understand the background of the intermediaries the relevant information (such as industry, the situation of credit, capital, business technology, operating standards, etc.), a comprehensive Rating:
   (1) brokers the ability to sell. Brokers marketing experience and market feedback to collect the sales impact of the hotel product, it is recommended to choose the closest hotel target customer middlemen. An excellent brokers can take advantage of effective marketing tool to managing the customer to buy, and has a mature sales network, not only to facilitate customers to buy the latest market information, but also timely feedback to the hotel, such as the flow of guest preferences, tourism development trends for the hotel making the right marketing strategy to provide more effective basis.
   (2) the scope of business of the middlemen and image are consistent with the objective of this hotel. Intermediaries of the future should our hotel products in the market, or very willing to explore this target market. When the hotel's goal is to travel to Southeast Asia market, you select the ideal travel agency to operate tours in Southeast Asia mainly. In addition, if the hotel is the pursuit of high-quality, high-grade, luxury and upscale image, select brokers should be careful to do, so as not to reach the expected sales results, just the opposite.
   (3) brokers operating strength and integrity. Scale of operation of brokers, financial ability to manage good and bad, integrity status good are the hotels must be considered content. Through its scale of operation can be predicted that it oriented hotel bookings and sales; its financial position reflects its ability to resist risks, poor financial situation, once the problem affects the normal operation of the hotel; the integrity of the middlemen. very important, in the past, domestic and some hotels do not understand the foreign travel agents reputation, making a large number of receivables in vain. Hotel direct outbound tourism intermediaries commissioned sales agent, should be particularly concerned with this problem, it is best to conduct investigations through our embassies or other agencies, this is the important basis for good cooperation.
    Despite so many principles need to choose almost harsh, but sometimes the decision does not necessarily lies in the hotel the hands of travel brokers the same with the end customer has the right to choose, especially those large in scale, strength and good reputation tourism intermediaries .
    Selected travel brokers to carry out the sales agent, but also to strengthen the day-to-day channel management and control in order to promote good and harmonious working relations, to reduce the channel friction and conflict, and achieved a relatively ideal marketing.

(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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