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是什么因素影响了酒店市场营销实施?

shishimeyinsuyingxiangliaojiudianshichangyingxiaoshishi


来源:【人和时代·中国】酒店vi设计公司 发布时间:2012-07-08 11:32:42 查看次数:

是什么因素影响了酒店市场营销实施?
1.计划脱离实际
    酒店营销战略和营销计划通常是由上层的专业计划人员制定的,而实施则要依靠营销管理人员,由于这两类人员之间往往缺乏必要的沟通和协调,而导致下列问题的出现:
   (1)酒店专业计划人员只考虑总体战略而忽视实施中的细节,结果使计划过于笼统或流于形式。
   (2)专业计划人员往往不了解计划实施过程中的具体问题,使所定计划脱离实际。
   (3)因为营销管理人员并不完全理解需要他们去实施的战略,所以在实施过程中经常遇到困难。
   (4)计划人员和营销管理人员没有充分的交流与沟通,导致他们相互对立和不信任。
    现在,许多酒店已经认识到,不能光靠专业计划人员营销人员制定计划。正确的做法应该是让计划人员协助营销人员制定计划。因为营销人员比计划人员更了解实际,让他们参与酒店的计划管理过程,会更有利于酒店营销战略的实施。
2.长期目标与短期目标矛盾
    营销战略通常着眼于酒店的长期目标,涉及今后三至五年的经营活动,但通常是根据实施这些战略的营销人员的短期工作绩效,如销售量、市场占有率或利润率等指标来对他们进行评估和奖罚的。因此,营销人员常选择短期行为。目前,许多公司都在寻求和采取适当措施,克服这种长期目标与短期目标之间的矛盾,以求两者的最佳协调。
3.因循守旧的惰性
    酒店设计形象当前的经营活动往往是为了实现既定的战略目标而进行的,新的战略如果不符合酒店的传统和习惯就会遭到抵制。新旧战略的差异越大,实施新战略可能遇到的阻力也就越大。要想实施与旧战略截然不同的新战略,常常需要打破酒店传统的组织机构和供销关系。
4.缺乏具体明确的实施方案
    实践证明,有些战略计划之所以失败,是因为计划人员没有制订出明确面具体的实施方案。许多酒店面临的困境,也是因为缺乏一个能够使酒店内部各有关部门协调一致作战的具体实施方案。
    酒店的高层决策和管理人员必须制定详尽的说话时方案,规定和协调部门的活动,编制详细周密的项目时间表,明确各部门经理应担负的责任。只有这样,酒店营销战略的实施才有保障。
   
What factors affect the implementation of the hotel marketing?
(1) plan is divorced from reality
    Hotel marketing strategy and marketing plan is usually developed by the top of the professional planners, and implementation will have to rely on the marketing and management personnel often lack the necessary communication and coordination between these two types of personnel, which led to the emergence of the following questions:
   (1) the hotel's professional planners only consider the overall strategy to ignore the implementation details of the results of the scheme is too general or a mere formality.
   (2) professional planners often do not understand the specific issues in the implementation process, the plan is divorced from reality.
   (3) marketing managers do not fully understand the need to implement the strategy in the implementation process often encountered difficulties.
   (4) planning and marketing management personnel exchanges and communication, resulting in their mutual antagonism and distrust.
    Now, many hotels have recognized that professional planners can not rely on marketing plan. The correct way is to allow program staff to assist in the marketing plan. Marketing staff more than the planners to understand the actual, so that they participate in the hotel program management process will be more conducive to the implementation of the marketing strategy.
(2) long-term goals with short-term goal of contradictions
    Marketing strategies typically focus on the long-term goal of the hotels involved in business activities for the next three to five years, but is usually based on the implementation of these strategies marketing of short-term job performance, such as sales, market share, profitability and other indicators of their evaluation and reward and punishment. Therefore, marketers often choose short-term behavior. Currently, many companies are looking for and to take appropriate measures to overcome the contradiction between the long-term goals and short-term goals, with a view to the best coordination between the two.
(3) following the beaten track of inert
    The hotel's current business activities are often carried out in order to achieve the set strategic objectives, the new strategy, if not in line with the traditions and habits of the hotel will be a boycott. The bigger the difference of old and new strategy for the implementation of the new strategy that may be encountered resistance greater. In order to implement a new strategy very different from the old strategy often need to break the traditional hotel organization and vendor relationships.
(4) lack of a specific implementation plan
    Practice has proved that the failure of some strategic plan because the plan did not work out the clear surface of a specific implementation plan. The difficulties faced by many hotels, but also because of the lack a hotel within the relevant departments coordinated combat the specific implementation plan.
    The hotel's high-level decision-making and management must develop a detailed talk programs, regulation and coordination of sector activities, the preparation of a detailed and thorough project schedule, clear each department manager responsibilities. Only in this way, the implementation of the hotel marketing strategy is guaranteed.

 

(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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