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分析酒店市场营销竞争对手的优势和弱势战略,以及它们的优点和缺点。

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来源:【人和时代·中国】酒店vi设计公司 发布时间:2012-04-09 14:41:52 查看次数:

分析酒店市场营销竞争对手的优势和弱势战略,以及它们的优点和缺点。
1.酒店目标市场营销战略
    酒店在分析自己与竞争对手的优势和弱势后,应避开自己的弱势的部分,将主要精力花在自己的优势部分,尽量用自己的优势部分与竞争对手的弱势部分去比,并引导对手与自己的优势部分去比。根据自己的优势情况,为目标市场选择相应的战略。目标市场营销可选择的战略很多,主要有无差异市场营销战略、差异市场营销战略和集中市场营销战略。
   (1)无差异市场营销战略
    即把整体市场毫无区别地作为酒店市场营销的目标市场。采用该战略的酒店认为顾客对其产品或服务具有相同的需求,只需提供一种产品和一整套营销方案,就能满足所有顾客的需求。
    其优点是:
    ①由于不需要市场细分,可相应地节省市场调研费用和广告宣传等费用,降低了成本,从而实现规模经济效益。
    ②酒店的品牌上升为名牌后,能够实现顾客对酒店品牌的“忠诚度”,可长期占领市场。
    其缺点是:
    ①由于酒店顾客需求是多种多样的,单一产品不易吸引顾客,即使拥有特色产品,也可能被其他酒店模仿,加剧竞争。
    ②顾客所处社会经济情况、个人兴趣以及生活方式等不断发生变化,对酒店产品的需求也不断变化。如餐饮方面,顾客越来越追求更多的口味选择,特别是外国消费者。因此,无差异市场战略已经不适应现代酒店发展的需求。
   (2)差异市场营销战略
    即根据不同顾客有不同需求的特点,对整体市场进行划分,然后针对每个细分市场的特色,分别设计不同的产品或服务,并采用不同的营销手段,以满足每个顾客的具体需求。如酒店餐厅针对顾客需求,划分为中餐厅、西餐厅、民族风味餐厅等。
    其优点是:
    ①该战略是市场竞争的产物,它更能满足顾客的需求,使酒店在每一个细分市场上拥有较高的销售额;由于满足了不同顾客的需求,可以增强顾客对酒店的信任感,获得更多的忠诚顾客,能够扩大企业声誉,从而提升酒店的竞争力。
    ②由于分成几个细分市场,增强了酒店的适应能力和抗风险能力。
    其缺点是:
    ①多个细分市场要求酒店具有多种销售渠道、销售方式以及宣传促销方式,研究开发费用、管理费用、销售费用等都因此而增多,必然导致成本增加,投资加大。
    ②酒店产品服务项目繁杂,采用该战略后产品品种多、数量少,难以实现规模经济效益。
    ③由于成本高、投资大、经营范围广,给酒店经营和管理带来困难,一旦推出的产品和服务无法满足其顾客需求,企业会蒙受很大损失。
   (3)集中市场营销战略
    即在市场细分的基础上,酒店选择一个或几个目标市场,然后集中酒店所有的人力、物力和财力,采取一种营销组合手段,服务于最有潜力和适应力的目标市场。采用该战略的往往是资源能力有限的中小型酒店,它在较大的市场中很难同大酒店竞争,转而寻求在较小的细分市场上获取较大的市场份额,主要靠特色产品取得较好的经济效益。
    其优点是:
    ①有助于酒店集中精力打歼灭战,在特定市场上占据竞争优势。
    ②有利于酒店提高资源的利用率,并且可以节省市场营销费用,节约成本。
    ③酒店在特定目标市场上建立扎实基础,有助于提高知名度,并与大型企业相抗衡。
    其缺点是:
    ①酒店资源过于集中在某一细分市场,经营风险较大,一旦目标市场需求下降,或被竞争者占据主要市场,酒店销售额也随之下降,可能出现巨额亏损。
    ②如果酒店在某一细分市场上已确立了自己的地位,就很难改变市场形象去吸引新的顾客。

Analyze the strengths and weaknesses of the competitors of hotel marketing strategy, as well as their advantages and disadvantages.
A hotel target marketing strategy
    Hotels in the analysis of their own and competitors' strengths and weaknesses, we should avoid the vulnerable part, the main effort on the part of their own advantage, than try to use part of their own advantages and vulnerable part of the competitors to, and guide the opponents part of their own advantage to go than that. According to their own advantage, select the appropriate strategy for the target market. Alternative strategy of target marketing, mainly whether the differences in marketing strategy, the difference in marketing strategy and focus on marketing strategy.
   (1) no difference in marketing strategy
    Market as a whole, without distinction as hotel marketing target market. The hotel using the strategy that the customer of its products or services have the same needs, simply providing a product and a set of marketing programs, will be able to meet all customer needs.
    Its advantages are:
    Eliminating the need for market segmentation accordingly to save market research costs and advertising costs, and reduce costs in order to achieve economies of scale.
    Rise the ② hotel brand for brand-name customer loyalty to hotel brands, long-term occupation of the market.
    The disadvantage is that:
    Hotel customers' needs are diverse, single product is not easy to attract customers with specialty products, may also be other hotels to imitate, intensified competition.
    ② customer in which the socio-economic situation, personal interests, and lifestyles continue to change, demand for hotel products is also changing. Such as catering, customers are increasingly seeking more taste options, especially foreign consumers. Therefore, no difference in marketing strategy suited to the needs of modern hotel development.
   (2) differences in marketing strategy
    According to different customers have different demand characteristics, to divide the overall market, then design a different product or service characteristics of each market segment, respectively, and using different marketing tools, to meet the specific needs of each customer. Such as the hotel restaurant for the customers' needs, divided in the restaurant, Western restaurant, ethnic style restaurant.
    Its advantages are:
    ① The strategy is a product of market competition, it can better meet customers' needs, making the hotel to have higher sales in each segment; to meet different customer needs, enhance customer trust the hotel. to gain more customer loyalty, and to expand the corporate reputation, thereby enhancing the competitiveness of the hotel.
    ② divided into several segments, enhance hotel's adaptability and ability to resist risks.
    The disadvantage is that:
    ① multiple market segments require the hotel has a variety of sales channels and sales methods as well as publicity and sales promotion, research and development expenses, administrative expenses, selling expenses, and so therefore increase will inevitably lead to increased costs, increase investment.
    ② hotel products and services complex project, using the strategy of product variety, a small number, it is difficult to achieve economies of scale.
    ③ Because of the high cost of investment, business scope, hotel operation and management difficulties, launch products and services unable to meet its customers' needs, the enterprises will suffer a terrible loss.
   (3) focus on marketing strategy
    Select one or several target markets on the basis of market segmentation, the hotel, and then focus all of human, material and financial resources, to take a means of marketing mix to serve the most potential and resilience target market. The strategy is often the small and medium-sized hotel with limited resource capacity, it is difficult to compete with the large hotels in the larger market, and to seek to obtain a larger market share in a smaller market segments depends mainly on the Featured Product achieve better value for money.
    Its advantages are:
    ① help the hotel to concentrate on playing a battle of annihilation, a competitive advantage in a particular market.
    ② The Hotel and improve resource utilization, and can save marketing costs and cost savings.
    To establish a solid foundation for the ③ hotels in a specific target market, help to improve visibility, and to compete with large enterprises.
    The disadvantage is that:
    ① hotel resources are too concentrated in certain market segments, business risk, once the target market decline in demand, or competitors to a dominant market hotel sales drop, may be a substantial loss.
    ② If the hotel in a particular market segment has established its own position, it is difficult to change the market's image to attract new customers.
 

(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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