Hotel brand design 2020 all-round marketing strategy
1. Relevant groups involved in hotel brand design
Conventional marketers deal with the following related parties: customers, distributors, merchants, advertising agents, market research companies, etc. All-round marketing involves more aspects: such as legislative bodies, government departments, political parties, public interest groups, trade unions, religious institutions, and so on. All parties have their own interests, and the company must win the support of all parties, at least to prevent them from getting up and blocking. It can be seen that omni-directional marketing is a marketing problem involving more aspects than general marketing.
2. Hotel brand design marketing methods
In addition to the general marketing mix (ie 4 Ps), all-round marketing also includes two other Ps: power and public relations. All-round hotel brand design marketing must (1) power. In order to enter a certain political technology market and carry out business activities, all-round marketers must frequently obtain influential capabilities and strategies. Support from senior corporate staff, legislative departments and government bureaucrats. For example, if a pharmaceutical company wants to introduce a new contraceptive pill into a country, it must obtain approval from the Ministry of Health of that country. Therefore, all-round marketing must adopt political skills and strategies. (2) Public relations. Power is an advancing strategy, and public relations is a pulling strategy. Public opinion takes a long time to work. However, once the power of public opinion is strengthened, it can help the company to occupy the market. Indeed, relying solely on power as a strategy may not be enough to enable a company to enter a market and consolidate its position in that market.
For example, in the late 1960s, South Korea allowed some Japanese chemical companies to open chemical plants in South Korea to meet the needs of South Korea's development of heavy industry. These chemical companies played some tricks on the South Korean government: providing technical assistance and new job opportunities, and paying extra money for government officials. However, in the early 1970s, Han Ju public opinion accused Japanese factories of exposing young female workers to toxic chemicals, causing most female workers to lose their fertility. Japanese companies tried to quell South Korean government officials with money to quell accusations from the media, but they failed. The above examples illustrate that power alone cannot be used to occupy the city for a long time and enter the market through power. After entering the market through power, we have to rely on our own efforts and success, and we have to build good relationships with consumers and internal personnel in order to make long-term efforts and develop with consumption. In the face of this kind of public opinion, it is necessary to continuously improve the internal personnel establishment law of the production side so as to take responsibility for the safety of employees, establish a good relationship among the public, and have a good image. For this type of issue, they should have given more development attention.
3. Induction of hotel brand design
Marketing personnel should focus on learning to actively induce methods to persuade the parties to cooperate. They believe in the principle of voluntary exchange: all parties concerned should provide each other with sufficient benefits to encourage voluntary exchange. However, all-round marketers often think that conventional inducements are not enough. The other party either made requests beyond reasonable limits, or did not accept any active inducements at all. Therefore, the company may have to pay additional costs to speed up the counterparty’s approval process. The company may also use threats, such as threatening to withdraw aid or mobilizing a group of people against other groups. The relationship between automobile manufacturing companies and their franchisees, as well as the relationship between chain pharmacies and pharmaceutical companies, can show that companies often nakedly exert pressure in order to achieve their own goals. Although hotel brand design companies sometimes adopt positive induction methods while also adopting negative induction methods, most marketing experts believe that: If the long-term approach is the best strategy, take a long-term perspective to adopt positive The method of induction is the best policy, and the use of negative induction methods (threat, violence, etc.) is against professional ethics (threat, violence, etc.). Moreover, negative inducement may cause resistance from the other party, violate professional ethics and even lead to undesirable consequences. In the late Qing Dynasty, foreign monopoly capital carried out a bloody and violent attack on the rise of China's national capital. There are no exceptions to this process in Japan. The national capitals of the two countries have reciprocally resisted, and both sides have paid a high and even bloody price.
4. Hotel brand design period
The introduction period of most products is only a few years. However, the implementation of the marketing strategy of hotel brand design in the all-round market often takes longer, because there are too many doors that need to be opened, and if the product is new to the public, it takes a lot of time and work to target the target market. Provide education on guiding consumption and guiding consumption.
5. Hotel brand design investment
The development of all-round cost marketing requires a long time of support, and additional funds need to be paid to win the cooperation of all aspects, so the investment cost is higher.
6. Personnel participating in hotel brand design
Marketing issues are generally handled by product managers. He relies on advertising experts, market researchers and other professionals to deal with all-round marketing issues. Sometimes it requires more professionals inside and outside the company to participate, including top management, lawyers, Public relations and public affairs professionals and even government consultants. In order to open the door of the Indian dredging market, Shanghai Dredging Company specially hired a prestigious official from the former China to the United Nations to do the public relations work of the relevant departments of the Indian government.