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经营酒店产品定价的原则、目标基础、注意过程和问题

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来源:【人和时代·中国】酒店vi设计公司 发布时间:2012-05-10 10:39:26 查看次数:

经营酒店产品定价的原则、目标基础、注意过程和问题
酒店产品定价原则
   (1)酒店产品的价格必须依据酒店产品的真实价值来制定。
   (2)酒店产品的定价必须适应市场求关系的变化。当酒店产品的市场供求关系变化时,酒店产品的价格就要围绕其价值做相应的调整。
   (3)酒店产品的价格应保持相对的稳定。因为酒店价格在一定程度上代表了酒店在市场中的形象设计,价格变化频繁会给消费者带来酒店经营不稳定的印象,使消费者丧失对酒店的信心。一般在变动之前应提前较长一段时间给出变动幅度不应太大,一般不超过15%。
   (4)酒店产品的价格也应有一定的灵活性。虽然酒店产品的价格保持稳定,但也不是永远不变,一点不变的。第一,旅游市场本身就有很强的季节性波动,酒店产品的价格应该有淡季和旺季的区分;第二,对于散客和团队客人也应该采取不同的价格。
   (5)酒店产品的价格要接受国家政策的调整。旅游产品的价格首先要符合国家旅游行政主管部门和行业协会的县官规定。在特殊时期比如黄金周等重大节庆期间,相关部门还会对酒店产品实施限价管理,酒店在调整价格时要充分考虑到。
酒店产品定价的基本程序
   (1)明确酒店的定价目标
    定价目标是指酒店所制定的价格在长期计划之中所起到的作用,是一家酒店经营目标的基础,是酒店知道价格策略和选择定价方法的依据,在经营过程中,酒店的定价目标也会直接影响各个职能部门的经营决策,因此首先要确定酒店产品价格目标是获取利润,还是扩大市场占有等等,为后面定价方法和价格策略的选择提供依据,也为各个部门的经营提供统一的指导。
   (2)深入市场进行调研。
    首先要在市场细分的前提下,找到酒店的目标市场,并深入了解目标市场的购买能力与购买习惯,准确判断市场需求。
   (3)分析酒店产品的成本构成。
     酒店产品的成本一般包括建筑物、设施设备、劳务人员薪金等。客房作为酒店最重要的产品,其成本包括以下费用:酒店的修理费用,客房服务人员的劳务费用,客房的折旧费用,各种设备的折旧费用,各种低值易耗品的费用,酒店营业的业务费用,酒店经营管理费用和各项经营保险费用等。
   (4)分析影响酒店产品价格的因素。
   (5)选择定价策略。
   (6)选择定价方法。
   (7)确定酒店产品的价格
酒店在经营过程中需要考虑定价问题的几种情况
   (1)酒店在心产品开发时,或者酒店产品找到新的销售渠道或销售市场时。
   (2)酒店的市场供求情况发生变化的时候。
   (3)酒店面临激烈的竞争时,应考虑将价格适时的作调整。
Operating a hotel product pricing principles, objectives, based on attention to the processes and issues
Hotel product pricing principles
   (1) hotel product prices must be based on the true value of the hotel product to develop.
   (2) the pricing of hotel products must adapt to changes in market demand relationship. When the market supply and demand changes for hotel products, hotel products, prices will focus on its value to be adjusted accordingly.
   (3) hotel product prices should remain relatively stable. Because the hotel prices to some extent, on behalf of the image of the hotel in the market, prices change frequently give consumers the impression of instability of hotel operators to enable consumers to lose confidence in the hotel. General a longer period of time in advance before changing given the volatility should not be too large, generally less than 15%.
   (4) the price of the hotel product should also be some flexibility. Although the hotel product prices remain stable, but it is not always the same, the point remains unchanged. First, the price of the tourism market itself has a strong seasonal fluctuations, the hotel product should have the distinction of the off-season and peak season; for individual and team guests should take a different price.
   (5) the price of the hotel product to accept the adjustment of national policies. The price of tourism products must first meet the magistrate provisions of the National Tourism administrative departments and industry associations. In the special period, such as major festivals such as Golden Week period, relevant departments will be implemented on the hotel product limit management, hotel taking fully into account when adjusting prices.
The basic procedures of the hotel product pricing
   (1) clear the hotel's pricing objectives
    Pricing goal is the role played by the hotel set the price in the long-term plans, the foundation of a hotel business objectives, the hotel know the basis of the pricing strategy and selection of pricing methods in the course of business, the hotel's pricing objectives will directly affect the business decisions of the various functional departments, so we must first determine the hotel price target profit, or expand market share, etc., provide the basis for the choice behind the pricing methods and pricing strategies, but also for the operation of various departments to provide a unified guidance.
   (2) in-depth market research.
    We must first find the hotel's target market under the premise of market segmentation, and in-depth understanding of the target market's purchasing power and buying habits to accurately determine the market demand.
   (3) analysis of the hotel product cost structure.
     The hotel cost of the product in general, including buildings, facilities and equipment, labor and salaries. Rooms as the hotel is the most important product, the costs include the cost of repairs of the following expenses: hotel room service labor costs, depreciation costs of the room, a variety of equipment depreciation costs, the cost of all consumables, hotel business operating expenses, hotel operation and management costs, and all to carry on insurance costs.
   (4) analysis of factors affecting hotel prices.
   (5) pricing strategy.
   (6) to select the pricing method.
   (7) to determine the price of the hotel product
Hotels in the business process need to consider the pricing of several
   (1) Hotel in mind product development, or hotel product to find new sales channels or sales market.
   (2) hotel market supply and demand conditions change.
   (3) The hotel is facing stiff competition should be considered when will the price be adjusted timely.

 

(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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