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什么是酒店促销概念?什么是酒店促销作用?

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-04 14:46:15 查看次数:

什么是酒店促销概念?什么是酒店促销的作用?
1.酒店促销的概念
    促销,英文中时提升、增进的意思。酒店促销是指酒店通过各种营销宣传手段,向目标市场传递有关本酒店及产品的各种信息,说服或吸引客人前来购买其产品的市场营销活动。
    酒店的促销与其他市场营销活动如酒店的品牌设计、产品决策、价格策略的确定、分销等市场营销活动有所不同。后者主要是在酒店内部进行或酒店同其营销伙伴如旅行社、航空酒店、酒店等之间进行的。而酒店促销活动则是在酒店和客人之间进行。
    酒店促销实质上是一种信息沟通活动,酒店发出作为刺激物的各种信息,把信息传递到作为接受者的目标市场,以影响其态度和行为。
2.酒店促销的作用
    在市场经济条件下,一方面,酒店不可能完全清楚谁需要什么商品,何地需要,何时需要,什么价格客人能够接受等;另一方面,广大消费者也不可能完全清楚什么商品由谁供应,何地供应,何时供应,价格高低等等。正因为客观上存在着这种酒店与消费者间信息分离的矛盾,酒店必须利用促销活动,通过沟通,把酒店的产品和服务等信息传递给消费者,以增进其了解、信赖并购买本酒店产品,达到扩大销售的目的。随着酒店产品的要求越来越高,挑选余地越来越大,因此酒店与消费者之间的沟通更为重要,酒店更需加强促销,利用各种促销方式使广大消费者加深对其产品的认识,以使消费者愿多花钱来购买其产品。
    酒店促销有以下作用:
    (1)告知作用
     酒店促销能够把酒店的产品、服务、价格等信息传递给目标市场,引起他们的注意。
    (2)说服作用
      酒店促销的目的在于通过各种有效的方式,解除目标市场对产品或服务的疑虑,说服目标市场坚定购买决心。例如,在同类酒店产品中,许多产品往往只有细致的差别,客人难以察觉。酒店通过促销活动,宣传自己产品的特点,使客人认识到宣传酒店的产品可能带来的特殊利益,进而乐于购买。
    (3)创造需求
      酒店促销活动不仅可以诱导需求,而且可以创造需求,发掘潜在的客人,扩大销售量。
    (4)树立良好的形象
      酒店促销活动,通过对酒店形象设计及产品的介绍和宣传,对于在公众心目中树立酒店良好的形象,起到了促进的作用。
     3.酒店促销手段
      酒店促销手段包括人员广告、人员推销、销售促进和公共关系等,有效的酒店促销策略就是酒店促销手段的有机整合。
    
Hotel promotions concept? What is the hotel promotional role?
A hotel marketing concept
    Promotion, upgrade, enhance the meaning. The hotel promotion is to hotel marketing campaign through various means, passing a variety of information about the hotel and the product to the target market, persuade or attract customers come to buy their product marketing activities.
    Hotel promotions and other marketing activities, such as different hotel product decisions, pricing strategy to determine the distribution of marketing activities. The latter is mainly within the hotel or hotel with its marketing partners, such as between travel agents, aviation, hotels, hotel. Hotel promotion is in between the hotel and guests.
    The hotel promotion is essentially a communication activity, the hotel issued as irritants in a variety of information, the information passed to the target market as the recipient, in order to influence their attitudes and behavior.
Hotel promotion role
    Under market economy conditions, on the one hand, the hotel can not be fully aware of who needs what products and where needed, when needed, and what price guests are able to accept; the other hand, the majority of consumers are not entirely clear what goods who should supply, where supply, when supply, price level, and so on. Precisely because the objective contradictions of separation between this hotel and consumers, the hotel must take advantage of promotional activities, communication, hotel products and services and other information is passed on to consumers to enhance their understanding, trust and purchase the hotel products, to expand sales. With the increasingly high demand for hotel products and a growing selection of room, so the communication between the hotel and consumers is more important, the hotel need to strengthen the promotion, use of a variety of promotions to enable consumers to deepen their products understanding, so that the consumer is willing to spend more money to buy their products.
    The hotel promotion has the following functions:
    (1) inform the role of
     Hotel Promotions hotel products, services, prices and other information to target market their attention.
    (2) persuasive
      Hotel promotion aims to lift the doubts of the target market for the products or services through a variety of effective ways to convince the target market to a firm purchase commitment. For example, in a similar hotel products, many products are often only detailed the difference between, guests are difficult to detect. Hotel through the promotional activities to publicize the characteristics of their products, so that the guests recognize the special interests of the publicity the hotel product may bring, and thus willing to buy.
    (3) create demand
      Hotel promotion can not only induce demand, but also to create demand, identify potential customers, and expand sales.
    (4) establish a good image
      Hotel promotions, hotel and product presentation and promotion, establish a good image of the hotel in the public mind, has played a facilitating role.
     3 hotel promotions
      Hotel promotions, including staff advertising, personal selling, sales promotion and public relations, effective hotel marketing strategy is the organic integration of hotel promotions.      
     

(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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