Hotel marketing should pay attention to what?

China's hotel industry is with the pace of opening up the development of the earliest acceptance of foreign advanced management experience and technology industry. However, to examine the overall situation of the hotel industry, found that many small and medium-sized hotel business management is still stuck in the copying and imitation of the primary stage, the lack of flexibility and innovation in business awareness, business results did not reach the best state. It can be said that today's hotel industry is in one of the most important need to study and explore, the operation of the further forward stage. Marketing is the current hotel needs to strengthen the part. Grasp the marketing, the hotel should do the following eight aspects of work. First, lay a good foundation for the operation of the hotel business can be summarized as the basis of "a center" and "two basic points". 1. Hotel business "a center" hotel business center is the market, the target customers. The center of hotel management is the market, is the target customer. Hotel must focus on the market, market-oriented, work around the market. Hotel to the market as the center is to follow the laws of the market, do a good job of market research, to understand the market demand, can not rely on subjective assumptions to operate, but with the market changes in a timely manner to adjust the business strategy, with a purpose to carry out the hotel's business activities. 2. hotel business "two basic points" market economy all the time there is no competition, sometimes the competition is still very cruel. Or very cruel. Hotel to win in the fierce competition, we must first practice good internal skills, all aspects of the internal management of the enterprise, well-coordinated, in order to enhance the operational strength, in the unpredictable market invincible. To do this, we must cultivate and create a high-quality workforce and set up a correct business philosophy. These are the two basic points of the hotel business. The production and consumption of hotel services are occurring simultaneously, the guests and provide services to the staff contact is also multifaceted and extensive. Without first-class staff, there will be no first-class service; no satisfied staff, there will be no satisfied guests. Employees are the most valuable wealth and resources of the hotel. Cultivate and create with good quality, rich knowledge, skillful skills, standardized etiquette, integrity of business ethics and enthusiastic work attitude of the staff team is the most fundamental work of the hotel business. The hotel is a traditional service industry, the service to honor the customer as the top, so that customers come to the hotel actually feel at home, everywhere satisfied. To do this, we must comprehensively implement the hotel up and down the "guest first" business philosophy, set up a "customer satisfaction as the first responsibility" concept of work, all-round thinking for customers and services, from the ideological construction to lay a good foundation for business. Second, the operation of innovative thinking, the more the development of society, the more market segmentation, the more the hotel business should be specialized. In recent years, China's hotel products are the same, the same, a hundred stores a more prominent phenomenon, resulting in intensified competition between hotels, resulting in rising costs and declining efficiency. Diversification of consumer demand, the requirements of the hotel product must also be diversified. Hotel hardware can not be compared to luxury, style, big and full, but should be based on a limited investment to try to design their different styles, tastes, atmospheres and cultural characteristics. Hotel software should also have the "old three" (standardization, standardization, procedural) on the basis of the "new three" (personalization, characterization, image). Hotel if not to carry out this innovation and transformation work, will be mercilessly eliminated by the market. Hotel innovation should follow the customer's requirements to carry out, fully consult the customer's views, listen to a variety of reflections. For the old customers should take the initiative to seek improvement, timely improvement work, so that the old customers continue to feel the new service and new changes to enhance their loyalty to the product. For new customers to strengthen the publicity of the hotel's functional characteristics, highlighting the different places with other hotels. To retain customers, the product must have changes, innovation and breakthroughs. The easiest breakthrough point for a hotel to show a distinctive difference is culture. Cultural characteristics of the region is particularly obvious, the vast majority of guests are guests of other places, and the higher the star guests and the hotel is often farther away from the location, the greater the cultural differences. Hotel can be in the shape of the house, interior decoration, service staff dress, service forms, food culture, background music, entertainment activities, etc. to highlight the local characteristics, to attract customers to choose their own hotel consumption. Hotel is to provide life services, the general psychology of the guests are always looking for new, different, seeking change, for a variety of cultures in foreign places often show a willingness to accept. If in the service to cater to the original lifestyle of the guests, not necessarily achieve the desired results. Because guests come from all directions, the programmed model can not be adapted to all guests, sometimes guests may feel that this catering is a lame service. Of course, innovative services can not be imposed, to provide guests with a variety of options, and respect the guests' choices, do a good job of personalized service. Third, do a good job in the hotel internal marketing hotel internal marketing is the hotel internal full promotion, which is the hotel marketing continues and extends, is the best form of saving marketing costs. First of all, the internal promotion is oriented to have stayed in the guests or old customers for promotion, to stabilize the existing customers is to stabilize the existing market share. Secondly, internal promotion does not require full-time staff, which is easy and convenient compared with external promotion activities. From the general manager to the waiter, from the front desk to the backstage, everyone can participate in the hotel is a mandatory salesman. As long as the enthusiasm of all employees, initiative mobilization, and then properly master some methods and techniques, the hotel will form a strong internal sales force. Secondly, the internal promotion does not require special funding. It is not like advertising, public relations and other special funds to be spent, but in the completion of their work at the same time, without losing time, just right to the guests of the sales pitch, just a few more flexible methods, language skills and forms of change only. This is the lowest cost, the fastest results of the promotional tools. In addition, internal promotion is not subject to any restriction, and can be launched at any time and any place in the service process, which is very convenient. Therefore, internal promotion is a very effective marketing. It is an extension of external promotion. The guarantee of the effectiveness of internal promotion is the quality of service. Only high-quality service will satisfy the guests, so that the guests will be happy to accept the inducement of internal promotion and be willing to increase consumption and re-consumption. In addition, the establishment of a sound set of incentives for internal promotion mechanism is to do a good job of internal promotion, set up a full marketing awareness of the system to ensure. Fourth, take the opportunity to carry out business promotion activities Business promotion is a hotel in order to prompt the target customers to speed up the purchase decision, increase the number of purchases and take a series of encouraging sales measures. Hotel often through some kind of activity to change the way of product sales, in order to achieve the purpose of promotion and publicity. This change in the form of sales for a specific period of time or a specific task under the short-term special promotion, the purpose is to strongly stimulate market demand in the short term, rapid sales results. The forms of hotel business promotion include various celebrations, holiday promotions, theme sales, cultural performances, food festivals, recreational programs, celebrity lectures, exhibitions and so on. Through this kind of activities, the hotel has gained benefits, displayed the image and expanded the influence. For example: in recent years Zhengzhou Zhongzhou - Holiday Inn every Christmas and Mid-Autumn Festival to hold colorful holiday gatherings, and take the opportunity to launch the holiday rooms and catering products, each time a sensational effect, become the focus of the news, caused a very good market response, and achieved a substantial economic gains. Hotel in the important days without losing time to organize a variety of high cultural taste, artistic atmosphere, unique and innovative content, lively and healthy form of sales activities, not only can directly increase the hotel revenue, but also to expand the hotel visibility, establish a good market image of the hotel. Fifth, the scientific use of publicity means hotel sales of products can not wait for customers to come to the door, the same need for publicity, but the choice of publicity media must be carefully considered. In today's information age, the media present a diversity of different media for the audience and the scope of radiation is different. Television, radio, newspapers, magazines, business letters, promotional materials, outdoor advertising, mobile transportation advertising and many other media and publicity channels often make it difficult for hotels to choose, at a loss. It is not difficult to find through the survey, although some hotels often appear in some media advertising, but the real effect is not ideal. The reason is that the hotel's target customers are generally more dispersed, and the media's audience is relatively centralized, which is like a wide fish in the lake on the surface of the water to cast a net to catch fish, effort and effort and not much harvest. For the publicity covering the entire market, the hotel should make news to publicize themselves, such as trying to attract celebrities, dignitaries to stay in the hotel, as well as organizing social repercussions of the activities, such as frequent appearances in the media, with the help of news publicity to expand the influence of the hotel. Or according to the hotel's mainstream customers into the city gate, such as airports, stations, wharves to set up outdoor advertising, as well as targeted to the old and potential customers to distribute letters, souvenirs, promotional items door-to-door promotions, in order to receive better results. Sixth, the use of brand marketing strategy brand is an important intangible assets of the hotel, it has great economic value. The use of brand marketing is a very effective market approach. In the pursuit of increasingly diversified consumer spending, personalization, the brand's function is increasingly important. The establishment of the hotel brand can trigger the customer's consumption preference, establish the customer's friendly feelings, enhance the consumer's sense of identity and loyalty to the brand, so as to achieve the marketing purpose. Hotel brand through the hotel's name, logo, logo language so that customers recognize and differentiate from other hotels positioning. The establishment of the hotel brand is based on the quality of service. Hotel accommodation is a kind of service as the main content of the intangible products, it can not touch or consumption attempt, very dependent on the consumer beforehand on the quality of its perception. The quality embodied in the brand is the key factor affecting consumers' pre-purchase perception and purchase decision. The quality embodied in the hotel brand is mainly conveyed to customers through the hotel's apparent characteristics, specifically in terms of price, the instrumentation of the service staff, the appearance of the building and other aspects that can obviously create a first impression on the customer. These aspects of the image to enhance and characterization of the hotel is particularly important to create a well-known brand. However, the formation of a famous hotel brand is not overnight, is dependent on the hotel's long-term scientific management and unremitting marketing efforts to achieve. Brand marketing itself is the process of creating a famous brand. The purpose of brand marketing is to continuously improve the brand, the formation of famous brand. At present, the importance of the brand has been recognized by more and more hotels. Hotels can use the brand name to extend the product, penetrate the market. Seven, the establishment of network marketing channels with the wide application of information technology in the hotel industry, network marketing with its unimaginable development speed to become the most effective, most economical and convenient means of marketing hotel. According to the United States Tourism Association statistics, the Internet in 1997, tourism sales of 820 million U.S. dollars, about 6 million Americans in the online booking, and predicted that by 2002, the Internet will increase the amount of travel bookings about 10 times. The hotel Internet sales system is a revolutionary hotel marketing innovation. Its advantages mainly lie in the ability to effectively display the hotel image and services, establish a good interactive relationship with customers, efficient management of the sales process, but also significantly reduce the cost of sales, improve economic efficiency and management level. Hotel online marketing window can be designed as an external connection and internal connection of the two systems, the external connection refers to the hotel marketing home page and other hotel web pages, tourism websites, hotels in the region of other websites, search engine sites connection; internal connection refers to the home page of the hotel marketing information content layout and open form. Online hotel marketing information system external connection directly affects the number of Internet users to contact and access the hotel site opportunities, must be carefully resolved hotel marketing home page and other hotel web pages, tourism sites, hotels in the region of the site, search engine site relations. The internal connection of the hotel marketing information is related to the rationality of the layout of the marketing information content, that is, in line with people's viewing habits, as well as the convenience of visitors to obtain relevant information. Internet users always want to get the most valuable information through the easiest way. Therefore, we should try to do online marketing information content structure must highlight the hotel business characteristics. Hotels can arrange the sequence and composition of the content according to their different situations, such as the hotel to hold meetings as a feature, the content should be placed on the first screen or the first hypertext connection, and try to put the main information in the center of the screen. If there are fewer information sections, you can directly use the listing arrangement, visitors use the scrolling screen to obtain information. If the number of information sections is large, in order to facilitate visitors to seek the information they need, it should be realized through the hypertext connection, but the depth of the connection is best not more than three levels. Too many levels will make the viewer lose patience. At present, the vast majority of web pages with symbolic patterns and clear instructions to the button to "navigation", if on this basis, each page can be installed to enable visitors to immediately return to the home page of the button better. For a large number of entries to inform the marketing information, such as food and beverage special prices, service hours, room types, areas and prices, etc. can try to use the form of table form, because it is more organized than the use of text, more people can see at a glance. Eight, the importance of hotel relationship marketing relationship marketing is to focus on customer marketing. Hotel relationship marketing aims to improve the loyalty of regular customers, consolidate market share. Hotel relationship marketing commonly used means are: frequent guest discounts, to quickly handle the registration and checkout, record frequent guest previous information to provide personalized service. A personalized service experience leaves a deep impression on the guest. It is extremely important for hotels to collect information related to their guests in relationship marketing. In order to provide them with personalized service, the hotel collects certain guests' personal data through various information channels and accurately understands their consumption preferences. When they stay in the hotel next time, they do not need to register, the service staff will address them appropriately and lead the guests to stay directly, and all the services are in line with the requirements of these customers, such as the orientation of the guest room and the internal layout, timely access to long-distance calls and business support, bed and bath products also meet their personalized requirements, and so on. Many customers have the potential to establish a friendly relationship with the hotel, they hope to get personalized service from the hotel for a long time, and hope that the service staff will be familiar with them, care about them, take the initiative to contact them, and provide them with high-quality service. Most customers are willing to establish a friendly relationship with the hotel and are willing to express their views on the work of the hotel. Once the hotel identifies and selects the object of relationship marketing, it should take the initiative to contact them. The hotel regularly contact with the selected customers to understand their opinions and suggestions on the service work, which will make them think that the hotel is a member of their own relationship network, have a sense of closeness, when they need to go to the hotel consumption will subconsciously preferred to the hotel. The hotel's initiative in relationship marketing is very important. If the customer consumption every time by the customer's own initiative with the hotel contact, they do not think they have any special relationship with the hotel, relationship marketing is not likely to achieve the desired results. Customers are rewarded for being loyal to a restaurant. Reward regular customers is a form of return, it is the lowest level of relationship marketing. At present, many hotels in China launched a "reward program" to free accommodation, price concessions and other forms of rewards for regular customers, hoping to cultivate the hotel loyal customers. Rewards can take many forms, such as the use of airlines, clubs, travel agencies and other hotels to jointly develop incentive programs, *** with the operation, *** with the benefit. Reward program is not effective for all customers, for senior business guests, they are more important to the hotel's service facilities, service attitude, service quality. In addition, the reward program is easy to be imitated by competitors. When competitors adopt similar measures, the role of reward programs to generate customer loyalty will be greatly reduced. Therefore, reward programs can return a certain degree of customer loyalty, but can not really create loyal customers.