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做好酒店销售促进要注意的事项和几个阶段.

zuohaojiudianxiaoshoucujinyaozhuyideshixianghejigejieduan.


来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-17 13:07:53 查看次数:

做好酒店销售促进要注意的事项和几个阶段.
    销售促进的实施过程包括以下三个阶段:
   (1)制定销售促进方案
    首先,根据酒店内外环境变化的情况,拟订销售促进的目标。例如,新酒店开业,目标可以确定为扩大影响,提升知名度;淡季时,目标可以确定为刺激销售;在竞争对手率先使用销售促进时,目标可以确定为保持市场的平衡。
    其次,根据销售促进的目标,确定实现目标的方法。销售促进的方法多种多样,每种方法各有其优点和适用范围。在确定方法时,可以选择一种,也可以选择多种方法的组合。
    第三,制定是具体的实施方案。方案要确定这些要素:活动的规模,活动的对象,活动的时间,活动的预算分配,活动的宣传方式。
   (2)实施与控制销售促进方案
    销售促进应严格按照事先制定的方案来实施。在实施的过程中,酒店应持续监测市场的反应,并对促销范围、强度、频度和重点及时进行必要的调整,保持对促销方案实施良好的控制。
   (3)评估销售促进效果
    销售促进结束后,应对其效果进行评估,以检验销售促进是否达到预期目标以及促销花费是否合算。
4.酒店销售促进实施中须注意的事项
   (1)一致性要求:酒店销售促进所涉及的内容和方法必须与酒店的形象和档次相一致,不给酒店整体形象带来消极作用。例如,一家豪华高档酒店不能因为要获得短期的经济利益而大幅度降价和降低客人消费档次,这样将降低酒店在公众心中已形成的高档产品的形象。
   (2)综合效益要求:酒店销售促进活动必须能够为酒店带来相应的经济和社会效益。不但要扩大酒店淡季销售,吸收新的客源,还要能帮助酒店形象设计在公众心中树立酒店产品丰富和高质量的形象。
   (3)标准的要求:酒店对于参加销售促进的客人,应确定其参加的条件。酒店客房数量有限、场地有限,不可能占有所有的市场,在举行促销活动时,最好能限制那些不可能成为常客的人参加,使促销收到最大的效果。但是限制过严,也会使参加者过少而无法实现预期目标。
   (4)时间的要求:开展酒店销售促进应选择适当的时间,一般而言,销售促进活动应该选择在酒店淡季、节假日和具有特殊意义的日期举行;此外,应把握销售促进活动的时间长短,时间过短,影响范围有限,达不到预期目标,时间过长,会导致客人对销售促进的意义和真实性产生怀疑,进而对酒店形象产生负面影响。

Good hotel sales for the need to pay attention, and several stages.
    Sales promotion of the implementation process includes the following three stages:
   (1) to develop sales promotion programs
    First, according to the changing conditions of the hotel inside and outside environment, the development of the objectives of sales promotion. For example, the new hotel opened, the target can be determined to expand its influence, to boost its profile; the off-season, the target can be determined in order to stimulate sales; competitors pioneered the use of sales promotion, the target can be determined to maintain the balance of the market.
    Secondly, according to the sales promotion of the goal to determine the methods to achieve its objectives. A variety of sales promotion methods, each method has its advantages and scope of application. In determining the method, you can choose one, can also choose a combination of approaches.
    Third, the development of a specific implementation plan. To identify these elements: the scale, the object of activity, activity time, the budget allocation of activities, the activities of publicity means.
   (2) implementation and control of sales promotion programs
    Sales promotion should be implemented strictly in accordance with pre-established program. In the course of implementation, the hotel should continue to monitor market response and promotional range, intensity, frequency and focus in a timely manner to make the necessary adjustments to keep the implementation of good control of marketing programs.
   (3) assessment of sales promotion effects
    Should assess the effect after the end of the sales promotion, whether cost-effective to achieve the desired objectives and promotional costs to test the sales promotion.
Hotel sales promotion points to note in the implementation of
   Compliance requirements: (1), hotel sales promotion involved in the content and methods must be consistent with the image and quality of the hotel, not a negative role to the hotel's overall image. For example, a luxury high-end hotels can not be due to the short-term economic interests of substantial price cuts and lower the grade of guests consumer, this will reduce the hotel has been formed in the public mind the image of the high-end products.
   (2) benefit requirements: hotel sales promotion activities must be able to appropriate economic and social benefits for the hotel. Hotel off-season sales, not only to expand and absorb new customers, but also can help the hotel to establish a hotel product and high-quality image in the public mind.
   (3) The requirements of the standard: hotel guests for participating in sales promotion, should determine the conditions for participation. A limited number of hotel rooms, space is limited, can not occupy all of the markets during the promotional activities, the best limit those who can not become a frequent visitor to participate in the promotion to receive the greatest effect. But too restrictive, but also make too few participants can not achieve the desired objectives.
   (4) Time requirements: to carry out the hotel sales promotion should be to select the appropriate time, general, sales promotion activities should be chosen in a hotel off-season, holidays and special significance to the date held; In addition, should seize the sales promotion activities of the length of time, time is too short, the limited scope of influence, and reach the target, too long, meaning and authenticity of the guests of the sales promotion will lead to suspicion, and thus a negative impact on hotel image.

(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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