How do hotels develop characteristic marketing?

We use the variability of service to promote integrated marketing, and the variability of service is the difference of service. Therefore, the integrated marketing of catering industry should be differentiated as far as possible, which is manifested in two aspects: characteristics and personalization. First, the concept of hotel characteristic marketing embodies the difference between it and other peers or brands, and personalized service embodies the difference between different customers. The characteristics of catering industry refer to the unique concept, products, services and environment of catering enterprises, which are different from other similar enterprises. 1) The concept and characteristics establish the "theme catering" of crab culture; The concept of "marketing" enterprise characteristics with the theme of crabs is permeated with unique thinking about history and trends. This kind of thinking is to combine the catering concept with social and cultural thoughts to form a distinct catering concept, which is expressed through certain marketing methods. At present, "themed catering" is very popular at home and abroad. 2) Product features: Chinese and foreign live crabs have a complete collection and various eating methods. The formation of this feature is related to the inheritance of tradition, the innovation of skills, the integration of skills and the source of raw materials. Develop distinctive or irreplaceable fine dishes. Create special flavors, special side dishes, and special ways to eat. It is necessary to integrate the cooking skills of different cuisines and dishes to make their own product characteristics. Special and special sources of raw materials can also form characteristics. For example, crab species imported from XX attract different customers with their raw material characteristics. 3) Service characteristics The formation of service characteristics is related to service innovation, waiters, customers and service time. (1) service innovation: launch "point kitchen cooking" to meet the individual needs of customers. (2) Waiter: The standardized and humanized service of waiters forms service characteristics. (3) customers: customers can also form service characteristics. Provide leisure bars, business restaurants, Chinese and western food for high-tech personnel with identity in the store, featuring different industries and formats. (4) Environmental characteristics: decorations, layout, equipment and atmosphere are related to raising crabs; Second, the method of implementing hotel characteristic marketing 1, issuing hotel VIP membership cards is essentially a sales method (reducing prices in disguise to attract customers to spend repeatedly). Its implementation involves many links, such as market information collection, customer file establishment, member sales methods and so on. 2. Service Link Hotel service is a comprehensive service. It is blind without repositioning the overall thinking and progress of the service. Because as far as this service link is concerned, it is necessary to integrate hotel service resources (such as catering, entertainment, leisure, accommodation, business services, etc.). ) and establish external relations to serve the pursuit of value creation. In the study of the golden key service mode in the hotel industry, I found that it is a process from the overall formulation to the concrete implementation of the service, from the service inside the hotel to the service outside the hotel, from the simple operation to the humanized service, and the meticulous service can only be implemented when the overall management form and business model of the hotel are established. 3. Cost control In terms of food and beverage cost control, we also put forward a series of suggestions. What are the contents of cost control in each department? How to find out? And so on, it is found that the effect of cost control in the past has not been tracked, the content of cost control has not been expanded, and new problems have not been tapped. Generally speaking, there is no cost control management from macro to micro. A standard should be set for daily expenses and losses. And analyze the saved data to make it intuitive, and reward effective suggestions and department personnel, because this is also creating profits for enterprises. This needs to start from the source of the problem-enterprise marketing management model. 4. Marketing positioning strategy Marketing positioning strategy is an important key to marketing success. Because all marketing activities, including sales, advertising, promotion, pricing, food life cycle, packaging, distribution and public relations, are based on market positioning. In this changeable market and fierce competitive environment, only by establishing a strong marketing positioning strategy can we find the market space for survival and development. 5. Target Market According to market intelligence, the most commonly used market segmentation method of hotel industry is "population factor", while others such as geographical factors, customer psychological factors and customer consumption behavior factors are more commonly used. Among demographic variables, "age" and "occupation" are the most commonly used. The hotel industry takes occupation as a market segmentation variable. From the above analysis, it can be seen that the hotel's market positioning practice tends to shape the positioning strategy of "attracting target customers to eat comfortably". Therefore, in order to achieve the above objectives, we must focus on the following aspects: 1. Down-to-earth: understand market information; 2. Vision: Set achievable goals; 3. strategize: formulate marketing strategies; 4. Careful calculation: measure and control the cost; 5. Exile reality: plan control execution.