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公众心目中的酒店形象,市场目标定位方法和定位策略!

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来源:【人和时代·中国】酒店vi设计公司 发布时间:2012-04-05 12:03:22 查看次数:

公众心目中的酒店形象,市场目标定位方法和定位策略
(一)、内容市场定位
    市场定位是指酒店在市场营销中,根据消费者的需求和心理特征,确定自己的特点和地位,以征服和吸引消费者。在市场营销战略中这种定位主要包括以下内容和步骤:
    ①市场营销目标定位,即在营销过程中,应达到哪些目标,诸如销售量、销售额、市场占有率、产品特色、产品价格、质量标准、促销方法、目标利润等。
    ②目标市场与营销组合定位,即酒店必须从掌握环境条件入手,正确地分析划分市场,在充分了解部分对手状况和消费者特点的前提下,设定本酒店销售和服务的对象。同时,酒店应该将既定的市场营销战略加以展开,确定市场营销组合,把产品、价格、销售渠道和促销方法等纳入统一的规定实施,以最大限度地有效利用人员、时间和资金,使市场营销活动达到最佳效果。
    ③酒店形象定位。酒店形象是一个完整的理念系统,它不仅包括酒店市场营销在社会和公众心目中的形象和声誉,而且还包括产品、商标的形象和声誉。上述三方面定位是一个统一的整体,是相互联系和相互影响的,其中以酒店想想定位层次最高,难度也最大,因为酒店形象虽然可以由酒店自己来设计和塑造,但酒店形象的接受者和评价者只能是社会公众。
(二)、市场定位方法
    酒店市场定位必须从以下几个方面着手:
    ①要做好酒店形象的调查,了解社会公众对本酒店的认识、依赖和好感程度,了解人们对酒店总体形象的评价。其具体方法是通过社会公众对产品质量的满意,对服务质量的认可,对酒店实力的依赖,对酒店信誉的肯定等方面的因素来评价。
    ②酒店形象定位要切合实际,要能吸引社会公众,符合社会发展变化的趋势,符合公众的心理需求,符合酒店自身发展的需要,要求不要过高,但要有创新,便于操作。
    ③酒店形象定位策略运用要正确,必须以酒店在市场上所处的地位来制定相应的策略。一般来说,如果酒店在市场上已处于领先地位,酒店形象已植根于消费者心中,酒店就不应轻易改变自己在消费者心中已确定的地位,而应进一步增进社会公众对酒店的了解和好感,扩大自己的影响;如果酒店是挑战者,则应该弄清楚自己的策略目标和策略方法,找到差异,独树一帜,提升酒店在社会公众心目中的形象。
(三)市场定位的策略
1.竞争性定位策略
     也称避强定策略,是指酒店根据自身实力,为了战据较好的市场位置,不惜与市场上占支配地位的、实力较强的竞争者发生冲突,从而达到使自己的产品进入与竞争者相同的市场位置的目的。
2.拾遗补缺定位策略
    也称避强定位策略,是指酒店尽量避免与实力较强的竞争者发生直接竞争,而将自己的产品定位于另一个市场区域内,使自己产品的某些属性或特征与较强的竞争者有比较明显的区别。
3.突出特色定位策略
    它是指酒店通过分析时候才中现有产品的定位状况,寻找新的具有鲜明特色的市场位置。
   
The public mind the image of the hotel, market targeting and positioning strategy
(A), the content market positioning
    Market positioning in the marketing of the hotel, according to consumer needs and psychological characteristics, determine its own characteristics and status, to conquer and to attract consumers. Such a positioning in the marketing strategy include the following steps:
    ① marketing positioning of the target, in the marketing process, which goals should be achieved, such as sales, sales, market share, product features, product prices, quality standards, promotion methods, the target profit.
    ② target market and marketing mix, positioning, and that the hotel must start from the grasp of environmental conditions, the correct analysis to divide up the market, under the premise of full understanding of the part of the opponent status and consumer characteristics, the setting of the hotel sales and service targets. The same time, the hotel should be established marketing strategy to expand it, to determine the marketing mix, product, price, distribution channels and promotional methods included in the implementation of the provisions of the uniform in order to maximize the effective use of staff time and money, so that marketing activities to achieve the best results.
    ③ image of the hotel location. The image of the hotel is a complete system of philosophy, it includes not only hotel in the eyes of the community and the public image and reputation, but also the image and reputation of the product, the trademark. Positioning of these three areas is a unified whole, are interrelated and influence each other, in which to think about positioning the highest level, the difficulty to the hotel the largest image of the hotel by the hotel themselves to design and shape, but the recipient of the image of the hotel and evaluators can only be the public.
(B), the market positioning method
    The hotel market position from the following aspects:
    (1) to do the investigation of the image of the hotel, to understand the public understanding of the hotel, dependence and positive feeling of the hotel's overall image evaluation. The specific method is recognized by the public satisfied with the quality of products, the quality of service, the hotel strength dependence to evaluate the credibility of the hotel certainly other aspects of the factors.
    2 image of the hotel location to be realistic, to be able to attract the public, in line with the trends of social development, in line with the psychological needs of the public, in line with the hotel's own development needs and asked not to be too high, but must be innovative, easy to operate.
    The ③ image of the hotel positioning strategies to be correct, and the status to the hotel in the market to develop appropriate strategies. In general, if the hotel in the market leading position in the image of the hotel has been rooted in the minds of consumers, the hotel should not easily change the position in the minds of consumers have been identified, but should further enhance the public understanding of the hotel to expand their influence and goodwill; if the hotel is the challenger, you should figure out their own strategic objectives and strategies to find differences, unique, and enhance the hotel's image in the eyes of the public.
(C) market positioning strategy
A competitive positioning strategy
     Also known to avoid strong strategy, the hotel under its own power, in order to war, according to the good market position, at the on the market dominated by the stronger competitors in conflict, so as to achieve to make their products to enter and competition The purpose of the same market position.
(2) Strategic decisions on positioning strategy
    Also known to avoid the strong positioning strategy refers to the hotel to avoid direct competition with strong competitors, while positioning their products in another market area, some of the attributes or characteristics of their products with strong competitive The obvious difference.
Three prominent characteristics of positioning strategy
    It refers to the positioning of existing products by analyzing the time, the hotel was in, to find a new market position with distinct characteristics.

(版权所有:转载请注明来源于【人和时代·中国】 http://www.hotelcis.com 作者:先锋)



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