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酒店产品推销计划要制定哪些要素?

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-11 11:49:39 查看次数:

酒店产品推销计划要制定哪些要素?
    推销计划围绕以下三个要素来制定:
   (1)推销对象及其需求
    对推销对象的确定和了解是制定推销计划的基础。首先确定谁是推销对象,其次通过各种渠道掌握推销对象的详细信息。
    第一,如果推销对象是个人的话,应搜集到以下的资料:
    推销对象的心理情况:姓名、年龄、教育背景、生活水平、购买能力;
    推销对象的社会情况:需要程度、兴趣、爱好、人格、个性;
    推销对象的社会情况:有无决定权、社交范围、周边有影响力的人是谁;
    访问推销对象的要求:适合拜访的时间、地点。
    第二,如果推销对象是机构时,除了要搜集受访人员的个人资料之外,还要特别注意下列资料的搜集:
    机构的决策情况:最高决策人是谁,谁最有影响力;
    机构购买流程情况:具体负责购买的部门;
    机构的财务情况:信用状况、购买政策、付款的流程。
   (2)推销目的和推销方式
    考虑每次推销中具体情况的不同,酒店推销产品人员在制定推销计划时,除了确定使客人购买产品这个主要目标外,还应为推销活动准备几个次要目的。在推销过程中,即使无法达到主要目的,推销人员也应力求达到某些次要目的,例如,和客人建立友好的关系;让客人全面了解酒店的产品和服务;让客人对产品产生兴趣;消除客人的疑虑甚至是戒备心理等。
    推销方式与推销目的直接的关系;酒店产品推销方式根据不同的标准可以进行不同的分类。根据推销进行的地点可以分成店内推销和店外推销。
    第一,店内推销是酒店推销人员针对酒店内来预订的客人所进行的推销。
    第二,店外推销是酒店推销人员针对酒店外部曾来酒店消费过的客人和潜在的客人所进行的推销。店外推销包括人员推销和通讯推销两种。
    人员推销分为贸然访问和约定访问。贸然访问指酒店推销人员在较小的地理区域,对潜在客户的短时间的访问。贸然访问是在对客人了解甚少,甚至完全不了解的情况下展开推销活动。这种访问是一种探察式的访问,访问的目的不是促进购买,而是收集信息,建立联系,为后续的推销做准备;约定访问是酒店推销人员按照事先的约定对客人进行的访问。这种客人一般是打算购买酒店产品,但是需要同推销人员进一步确定细节的客人。
    通讯访问分为电话访问和通信访问。电话访问是酒店推销人员利用电话对客人进行的访问;通信访问是酒店推销人员利用书面信件或电子邮件的往返对客人进行传达信息的访问。在现代社会中,通讯访问可称得上是最方便最经济的访问法,然而,由于客人对酒店推销人员的情况了解的少,光凭电话、信件就想取得客人的信任,相当困难;而且,很容易引起对方猜忌、怀疑。因此,推销人员一定掌握有效方法,才能提高访问的效率。
   (3)产品和服务的特点
    酒店推销人员对本酒店vi设计产品或服务应了如指掌,随时准备答复客人可能提出的任何问题或异议,因为当你充满热情、如数家珍地介绍你的产品或服务时,客人能够感受到你对酒店的信心与热爱,自然也容易被感染。比如推销宴会生意时,应切实弄清各厅可容纳的席位数,清楚菜单上的每一道菜,了解其他服务设施,如音乐、影响配置、有无鲜花提供等。
    推销人员根据访问对象的类型和酒店产品及服务的特点准备恰当的推销材料:或视觉效果良好的彩色图片,或具体说明性材料,或广告宣传品,或客观性较强的数字文件。
 
Hotel marketing plan to develop what elements?
    The marketing plan around the following three elements to develop:
   (1) sell the objects and their needs
    Right to sell the object to identify and understand the basis for the development of marketing plans. First, determine who is to sell the object, followed by detailed information of the master to sell an object through various channels.
    First, if the marketing object is the individual, then, should collect the following information:
    The psychological situation of the marketing object: name, age, educational background, level of living, purchasing power;
    Marketing on the social situation: the extent of need, interests, hobbies, personality, personality;
    Promote the social conditions of the object: Who is whether the decision rights, social range, surrounded by influential;
    Requirements: Access to sell the object for visit time, location.
    Second, if the marketing object when the agencies, in addition to collect the respondents' personal information, but also pay special attention to the collection of the following information:
    Agency decision-making: the supreme decision-making, his heirs, who is the most influential;
    Institutions buying process: specifically responsible for the purchase of the department;
    Institution's financial situation: credit, purchasing policies, the payment process.
   (2) marketing purpose and marketing
    Consider each market in the specific circumstances of different hotel sales personnel in the development of marketing plans, in addition to determining the customers to buy this main goal of the product, but also for marketing activities to prepare several secondary purpose. In the selling process, even if unable to achieve the main purpose of sales personnel should strive to achieve some secondary purpose, for example, to establish friendly relations and guests; guests a comprehensive understanding of the products and services of the hotel; guests interested in the products; eliminate The guests' concerns and even alert psychology.
    Selling and marketing purpose a direct relationship; Hotel Marketing according to the different standards for different classifications. Selling locations can be divided into the store to sell and outside the shop to sell.
    First, store merchandising is the marketing of the guests of the hotel sales personnel for the hotel booking.
    Second, outside the shop to sell the hotel sales staff to the hotel has consumed for the exterior, guests and potential guests marketing. To sell outside the shop, including personnel to sell two kinds of marketing and communications.
    Personal selling is divided into hastily access and agreed access. Hastily access to the hotel sales staff in a smaller geographic area, a brief visit to potential customers. The hastily access and little is known about the guests, expand marketing activities or even completely do not understand. This visit is an exploratory type of visit, purpose of the visit is not to promote the purchase, but to gather information, establish contacts in preparation for the subsequent marketing; convention visit is the visit to the guests by the hotel sales staff in accordance with the prior agreement. The guests generally intended to buy the hotel product, but with sales personnel to further determine the details of the guests.
    Communications access into telephone access and communication access. Telephone access is access to the guests by the hotel sales staff by telephone; communication access to the hotel sales staff to use in writing letters or e-mail to and from the guests to convey access to information. In modern society, communications, access can be regarded as the most convenient and most economical access method, However, due to the guests of the hotel sales staff to understand, even with telephone, mail seeking to attain the trust of the guests, very difficult; and very easily lead to suspicion, suspicion. Therefore, sales personnel must master effective methods in order to improve the efficiency of the visit.
   (3) the characteristics of products and services
    Hotel sales personnel should be well aware of the products or services of our hotel, ready to answer guests may put forward any questions or objections, passionate, familiar way to introduce your product or service, guests can feel your confidence and love of the hotel naturally likely to be infected. Such as selling banquet business, should effectively clarify the various rooms can accommodate the number of seats clear every dish on the menu, learn about other service facilities, such as music, affect the configuration, with or without flowers, etc..
    Sales personnel access to the object type and the characteristics of hotel products and services to prepare appropriate marketing materials: visual effects color photographs or explanatory material, or advertisement, or objectivity of a strong digital file.

 


 

(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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