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重庆万达艾美酒店2014年度营销策划重庆万达艾美酒店2014年度营销策划 学 号: 2011061213 重庆万达艾美酒店2014营销策划 题 目 方案 学 院 旅游学院 专 业 饭店管理 班 级 11级1或2班 学生姓名 张大明 指导教师 马云甫老师 年 月 日 2014 12 25 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood pre...

重庆万达艾美酒店2014年度营销策划
重庆万达艾美酒店2014年度营销策划 学 号: 2011061213 重庆万达艾美酒店2014营销策划 题 目 方案 学 院 旅游学院 专 业 饭店管理 班 级 11级1或2班 学生姓名 张大明 指导教师 马云甫老师 年 月 日 2014 12 25 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood pressure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain 重庆工商大学课程论文成绩评定表 学院:旅游学院 班级:11饭店2班 学生姓名: 张大明 学号: 2011061213 论文题目: 重庆万达艾美酒店2014营销策划方案 优秀 良好 中等 及格 不及格 分(100>x?90) (90>x?80) (80>x?70) (70>x?60) (x<60) 项目 评分 值 参考标准 参考标准 参考标准 参考标准 参考标准 学习态度认真,学习态度比学习态度较学习态度一学习马虎,纪学习科学作风严谨 较认真,科学好 般 律涣散, 15 态度 作风良好 论点鲜明,论据论点正确,论观点正确,论观点正确,有在运用知识 确凿,能综合运据可靠,能较述有依据,对一定的 分析 定性数据统计分析pdf销售业绩分析模板建筑结构震害分析销售进度分析表京东商城竞争战略分析 上存在概念 用和深化所学好地运用所所学知识能能力,材料基性错误或主 知识,有很强的学知识,有较进行一定的本能说明观要材料不能论证分析能力和概强的分析能运用,有一定点 说明观点 50 能力 括能力,文章材力和概括能的分析能力, 料翔实可靠,说力,文章材料材料能说明 服力很强 比较翔实可观点 靠,有一定的 说服力 有独特见解,学有较新颖的有一定的新有一定见解 缺乏见解 术水平或价值见解,学术水见解 观念陈旧 创新 10 高 平或价值较 高 结构严谨,逻辑结构合理,符结构合理,层结构基本合内容空泛,结 性强,层次清合逻辑,文章次较为分明,理,逻辑基本构混乱,文字论文晰,语言准确,层次分明,语文理通顺,用清楚,文字尚表达不清,错撰写文字流畅,语言言准确,文字词比较准确,通顺,达到规别字较多,达质量准确、生动,完流畅,符合规达到 规范 编程规范下载gsp规范下载钢格栅规范下载警徽规范下载建设厅规范下载 化范化要求 不到规范化 25 及规全符合规范化范化要求,书要求,书写比要求 范化 要求,书写工整写工整或用较工整或用 或用计算机打计算机打印计算机打印 印成文 成文 成文 指导教师评定成绩: 指导教师评语: 指导教师签名: 年 月 日 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood pressure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain 重庆万达艾美酒店2014营销策划方案 目 录 前言„„„„„„„„„„„„„„„„„„„„„„„„„„„„„„„„„„(4) 一、背景分析„„„„„„„„„„„„„„„„„„„„„„„„„„„„„„„(4) (一)酒店内部资源条件分析„„„„„„„„„„„„„„„„„„„„„„„(4) (二)酒店营销环境分析„„„„„„„„„„„„„„„„„„„„„„„„„(5) (三)酒店经营现状分析„„„„„„„„„„„„„„„„„„„„„„„„„(6) (四)酒店SWOT分析„„„„„„„„„„„„„„„„„„„„„„„„„„(6) 小结:总体评价及营销基本思路推演„„„„„„„„„„„„„„„„„„„„(7) 二、酒店营销总体定位与理念、目标„„„„„„„„„„„„„„„„„„„„„(8) (一)酒店目标市场选择及定位„„„„„„„„„„„„„„„„„„„„„„(8) (二)酒店经营理念与营销目标„„„„„„„„„„„„„„„„„„„„„„(8) 三、2014年营销组合策略„„„„„„„„„„„„„„„„„„„„„„„„„„(8) „„„„„„„„„„„„„„(8) (一)酒店产品策略„„„„„„„„„„„„„ (二)酒店定价策略„„„„„„„„„„„„„„„„„„„„„„„„„„„(9) (三)酒店分销策略„„„„„„„„„„„„„„„„„„„„„„„„„„„(9) (四)销售渠道策„„„„„„„„„„„„„„„„„„„„„„„„„„„„(9) (五)酒店促销组合„„„„„„„„„„„„„„„„„„„„„„„„„„(10) 四、酒店营销效果预测与营销预算„„„„„„„„„„„„„„„„„„„„„(12) (一)酒店营销效果预测„„„„„„„„„„„„„„„„„„„„„„„„(12) (二)酒店营销费用预算„„„„„„„„„„„„„„„„„„„„„„„„(12) 五、总结„„„„„„„„„„„„„„„„„„„„„„„„„„„„„„„„(12) electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood press3 ure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain 前言 随着重庆经济的大发展,重庆市的星级酒店也面临着前所未有的挑战。特别是作为南岸区佼佼者的重庆万达艾美酒店,自2009年12月11日正式开业以来,经营状况十分良好,但在重庆市酒店行业的大潮流中不可不居安思危,否则就如逆水行舟,同时又适逢重庆万达艾美酒店2014开业五周年庆。 所以,面对越来越大的竞争压力和五周年店庆,为此而制定一个良好的2014年度的营销策划对于重庆万达艾美酒店来说至关重要。 一、背景分析 (一)酒店内部资源条件分析 1(酒店位置 酒店位置可谓得天独厚,重庆万达艾美酒店作为重庆市南岸区的第一家国际豪华酒店,为宾客奉上重庆市最精良的设施,在319间客房饱览绚烂的重庆城市美景。酒店位于长江之畔,坐落在重庆最新的商住,购物和休闲于一体的南岸南坪商务区的万达广场之上,交通便利,步行至长江仅需15分钟,至重庆国际会展中心仅需8分钟,到解放碑中央商务区仅10分钟车程。 地址: 重庆市南岸区江南大道10号 2(酒店硬件与特色分析 酒店 设计 领导形象设计圆作业设计ao工艺污水处理厂设计附属工程施工组织设计清扫机器人结构设计 风格体现了城市的现代与时尚,同时也融合了当地文化与特色的内容。酒店有各式客房与套房,空间宽敞明亮,风格简约雅致。酒店餐厅供应极富创意的本地、区域和国际美食,均由技艺非凡的顶级主厨为宾客打造。大堂供应美味的特色鸡尾酒,环境轻松宜人,将宾客从繁忙的观光游览和商务日程中解脱出来。酒店的健身俱乐部和室内泳池等休闲设施齐全。同时酒店设有会议室和多功能厅,是宾客举办各种活动的理想场所。 酒店开业时间2009年12月11日,主楼高23层,客房总数319间(套)。 客房类型:豪华客房 行政客房 豪华套房 行政套房 皇家套房 总统套房 基本服务项目:会议厅、商务中心、停车场、外币兑换服务、当地旅游和票务服务、国内长途电话、国际长途电话、洗衣服务、残疾人客房、鲜花店、理发美容室 、出租车、SPA水疗、桑拿 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood pressure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain 酒店餐饮设施:中餐厅、西餐厅、酒吧、客房送餐服务、日餐厅 3(酒店的组织结构与文化分析 重庆万达艾美酒店素以“别致”氛围而著称重庆,并旨在为客人打造耳目一新、忘却日常繁杂的轻松下榻体验。餐厅、客房与公共空间无不体现出酒店对创新的执着追求。一踏进酒店,穿过堪称艺术杰作的音乐之门,客人即可感受到全方位的欢迎。这一由艾美百分百(LM100)会员Henri Scars Struck 设计的背景音乐让客人即刻平心静气,深深陶醉于迷人的艾美世界之中。一天中不同时段将播放不同主体的音乐旋律:上午为水,下午为市场,傍晚为森林,午夜为夜间天籁。 酒店的全方位感官体验包括索尼/BMG 设计的音乐、Le Labo 设计的香味和每日在大堂举办、标志着日夜交替的晚间烛光仪式。 无论是希望在大堂或餐厅中静享安闲,在从酒店租用的笔记本电脑上查看邮件,通过礼宾预订重庆市夜景游览,参观“开启艺术之门”合作伙伴——长安当代美术馆,还是在生意红火、创意频出的餐厅中享受新奇发现,重庆万达艾美酒店都定能为商务或休闲宾客提供最佳视角,让宾客享受到焕然一新的艾美体验。 (二)酒店营销环境分析 1(酒店宏观环境分析 酒店业市场潜力大 :重庆作为中国西南地区唯一的直辖市,经济发展势态良好,商务活动频繁。再加上寸滩保税港获批、两江新区呼之欲出,重庆发展再次上升为国家战略,今后重庆地区性作用逐渐增强,全国性甚至世界级的各种大型会展将经常在此召开,重庆经济的快速发展带动相关酒店业及会展业的大幅增长。 宏观经济的持续向好,将吸引更多商贾投资重庆,商务客人势必倍增。这在很大程度上将提升酒店的价格和入住率。 而之前对高端酒店业拉动不够明显的旅游市场,也焕发出了勃勃生机。与此同时,随着太阳旅游工程 计划 项目进度计划表范例计划下载计划下载计划下载课程教学计划下载 、温泉之都和40个景区建设的推进,重庆的旅游产品日渐丰富。 2(市场消费者需求与行为特征分析 重庆万达艾美酒店的消费者主要包括商务人士、名人团体以及政府官员。其中不同的消费者都有各自需求与行为特征。以为商务人士为主的人群(如商人、及各自领域的成功人士)为了凸显自己的与众不同,他们入住的客房和饮食方面通常都是相对高端的。因此这类群体为酒店带来的收益也是最大的。以政府官员为主体的人群都以公款消费为主,他们注重食宿的质量和享受,对价格无所谓。但是这类人群却十分不稳定,容易对酒店应对带来严峻的挑战。以名人团体为主的人群酒店都会事先予以安排,但是其团体中的除名人 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood press5 ure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain 以外的全体人员都予以的是简单的安排。这类人群会给酒店带来不错的广告效益,然而收益却不大。 3(市场竞争状况及主要竞争对手分析 目前,重庆的三星级以上的酒店超过150家,五星级酒店也超过20家,整个行业面临巨大的竞争压力。就重庆的主要几个五星级酒店而言,江北有万豪和海逸两个知名品牌集团,希尔顿则拦截了两路口的高端顾客,高新区则有南方君临酒店,南坪也新增了喜来登酒店。这些酒店都在积极寻求全新的营销策略,并都保持了良好的经营态势。再加上大量的三星级、四星级酒店,可以说重庆万达艾美酒店面临着巨大的竞争压力。 与重庆万达艾美酒店同级别的几个重要竞争对手简单分析一下: 竞争对手 优势 劣势 希尔顿酒店 国际品牌,有丰厚的历史文化2010陷入打黑风波,社会形 底蕴,经济实力雄厚。 象受损 喜来登酒店 隶属喜达屋集团,有行业团队成立之初,机制不健全,管理 优势。刚开业,敢打敢拼,有不系统,客源不稳定。 些方面下手果断。 万豪酒店 国际品牌,社会声誉良好,客多年以来酒店管理无多大改 源稳定 善,相对比较保守。 (三)酒店经营现状分析 1、酒店经营业绩 重庆万达艾美酒店从2009年开业以来,在重庆已经树立了良好的口碑,特别是它的餐饮方面。通过良好的运作,重庆万达艾美酒店已经在重庆市场上特别是重庆南岸区站稳了脚跟,并且占据了相当份额的市场。 2、酒店存在的问题及其原因 重庆万达艾美酒店也并不是完美无缺的,它也存在其自身的一些问题。 (1) 艾美酒店一个良好的目标群体定位,作为一家五星级酒店,其接纳的目标人群 一直比较混杂,也没有制定过特定目标人群的相应营销。 (2) 艾美酒店经营期较短,还未完全形成自己的经营理念,营销方式上还是存在一 些问题。 (3) 广告宣传力度欠缺,无论是电视媒体还是网络媒体,亦或者是纸质媒体都没有 交完整的宣传,导致重庆市区影响力度不足,外省更难以知道。 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood pressure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain (四)酒店SWOT分析 酒店优势分析(S) 酒店劣势分析(W) 良好的地理位置:面临长江,背靠南坪商优势劣势都是相对的,相比于同类酒店而业中心,左右临近南坪车站、重庆国际会展中言,重庆万达艾美酒店起步比较晚,没有固定心,拥有众多的潜在顾客。 的客源。在产品宣传方面酒店效果也不是很理 良好的管理模式:拥有喜达屋酒店管理集想,还有许多需要改进的地方。同时地理位置团管理,拥有万达集团的坚实后盾,这为重庆也给它带来了喧闹的环境。导致喜欢清幽的消万达艾美酒店带来了足够的优势。 费者流失。 酒店机会分析(O) 酒店威胁分析(T) 近年来重庆快速发展给整个酒店业带来酒店的威胁主要还是来自竞争对手,再大了很大机会,推动了酒店的快速发展。刚成立的蛋糕分的人多了每个人也就得不到多少,所的两江新区在未来几年之内必将把重庆的经以对酒店来说最主要的威胁还是来自竞争对济再次推向一个高峰。如此良好的局势也定会手。除此之外,现在混乱的金融市场给市民带给酒店带来很多机会,加速酒店的成熟。另外,来了很大的经济压力,这也必将对酒店的经营现在随着人们生活水平的不断提高,相比于以带来不小的威胁。当然,酒店自身能否跟上社前,人们更喜欢到酒店消费,无形中使得酒店会的发展,能否在激烈的竞争中找准方向也是客源得到更大的提高,为酒店提供了机会。 酒店成败的一个重要因素。 小结:总体评价及营销基本思路推演 重庆万达艾美酒店与其他市场上的竞争者相比,虽然具有在管理和地理的优势,但是日新月异的今天,不去寻求发展还是很难和别人抗衡的。而且,该酒店起步相对较晚,又没有于别的酒店区分开来的识别,这些使得重庆万达艾美酒店很难在众多竞争者的脱颖而出。 营销基本思路主要根据2014年的五周年店庆而开展。酒店将会在2013夸2014的第一时间启动营销活动。一是内部营销,通过提高内部的管理水平、服务水平,开发独具特色的餐饮娱乐产品形成独具特色的吃、住、娱产品。二是外部营销,通过广告将酒店形象特色和五周年庆扩散出去。以此在目标客源群体中形成独具魅力的酒店形象。 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood press7 ure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain 二、酒店营销总体定位与理念、目标 (一)酒店目标市场选择及定位 市场选择及定位对于任何企业都是重之又重的事情,良好的定位是一个企业未来发展的指南针,如果定位偏差不仅仅导致努力白费,还可能导致企业走向一个与自己相反的地方。作为一家五星级的重庆万达艾美酒店之所以没能取得较好的收益与其前期的目标市场的选择及定位有很大的关系。 而本次重庆万达艾美酒店的目标市场定位: (1) 商务人士: 选择他们有一定印象的,比较适宜的,有一定档次衬托其身份的宾馆、 酒店。如果宣传力度比较大,就更容易获得更为广阔的客户群。 (2) 名人团体: 包括商业性旅游、参观团、学习班、旅游团体,明星艺人等。 酒店是与 旅游业紧密联系在一起的。酒店发展必须“捆绑”在旅游业上。现在旅游业得 到政府的大力扶持,国民旅游意识越来越强,黄金周旅游、假日旅游、商务旅 游、参观学习班、旅游团体等都与旅行社联系紧密。酒店的营销策略必须对准 旅行社,对准于旅行社,实际上就争取到了一个支柱性的经济命脉。 (3) 以及政府官员:就这就要求酒店会场布置要合理,会议招待经验要丰富,要适应中 小型商务会议,公司董事会议,学术会议等会议的召开。以为他们提供优质服 务和优良环境来牢牢地抓住这些群体。 (二)酒店经营理念与营销目标 重庆万达艾美酒店是标准化五星级的高级酒店,拥有先进的管理团队和良好的位置及经济基础,所以我们不能满足于把酒店做好不出差错。在如此巨大的优势面前,我们应该做到以下四点:1、扩大已有的目标市场 2、 了解和满足顾客需要 3、创造良好的营销氛围和独特的形象。 畅想2014年度,重庆经济全面发展,重庆万达艾美酒店会面临良好的机会,同时运用自身的优势,酒店应该有明确的营销目标,即客房出租率全年平均至少要达到70%,年销售额应该达到2013年的1.5倍。 三、2014年营销组合策略 (一)酒店产品策略 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood pressure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain 酒店是一个为目标客户提供食宿娱乐的地方,就菜品有其自身的特点,包括酒店菜品的综合性、不可储藏性、高附加值、需求弹性大等多种方面。艾美酒店原有菜品在组合上比较合理,住宿方面房型比较多,可以提供给客人较多选择,娱乐设施种类也比较齐全,充分考虑了来自不同国家及民族的客人的需求。但是酒店在产品生产组合时还应重点考虑以下几个方面: 1、菜品组合 (1)菜品创新与组合 本酒店的产品应有自己的特色,要拿得出几道菜来吸引顾客,否则顾客凭什么选择你的酒店。同时酒店产品也要及时更新换代,不能今年这几个菜,明年还是这几个菜,长此下去必定会失去大量客人。所以酒店要在一定时间段以内适时地推出一些新产品,比如说酒店可以利用重庆国际会展中心会展的机会,开发与重庆国际会展中心组合的针对参展客户的酒店新产品,从而吸引该方面的客户。 (2)酒店菜品的深度与广度相结合 酒店产品的深度与广度相结合就是强调酒店的产品不能太单调,品种不能太少,而是应该为顾客提供多种类的菜品选择,并且力求把每一种菜品做好、做精,只有这样,才能让顾客满意。 (3)强调菜品的生命周期 由于酒店产品不可长期储存,所以产品处在不同的生命周期我们也应该采取不同的策略。针对这种情况常见的策略有高价低促销策略、高价高促销策略、低价低促销策略以及低价高促销策略,具体选用哪种策略应结合具体的产品以及当时所处的经营环境而定。比如对于那些明显已经过时是菜品或者房间类型要果断放弃,转而开发生产具有很大发展潜力的产品。 2、产品综合组合: (1)商务组合 与航空公司、出租车司机建立战略联盟关系,向商务客人提供酒店的信息并促使潜在的顾客到酒店入住成为现实的顾客。 (2)会议组合 与区域内的高校、会展中心、相关的企事业缔约合作关系,尽可能的将会议搬到酒店召开,如高校间的交流讨论会,会展中企业双方的会议,企业的年终 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood press9 ure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain (3)娱乐组合 来参加相应娱乐项目,又是本酒店住宿的客人给予相应的优惠。需参加多样娱乐项目的客人可免收其中一项或几项娱乐费用。当来娱乐者为团队并达到一定数量时并消费达到一定金额时,建议其包场并发给团队代金券以鼓励其下次到来。 (二)酒店定价策略 酒店产品的定价考虑的因素很多,包括产品成本、酒店营销目标、消费者需求、竞争者等等。产品定价往往直接影响产品的销量,结合艾美酒店自身特点,其产品定价可以从以下几个方面考虑: 1、声望定价法 利用自身5星级的身份,利用顾客“价高质必优”的心理,对部分在消费者心目中有信誉的产品制定较高的价格。 2、尾数定价法 给产品定一个零头数结尾的价格,让消费者更容易接受。此种定价 方法 快递客服问题件处理详细方法山木方法pdf计算方法pdf华与华方法下载八字理论方法下载 一般适用于价格较低的商品,让消费者觉得定出的价格是酒店经过精打细算得出来的,酒店是对消费者负责的,比如说同一种产品,19.95元就比20元好卖,而其实二者并无太大差别。 3、折扣定价策略 折扣定价策略指对那些老顾客或一次购买量大的顾客在收取费用时给予一定的折扣,让他们体会到本酒店对他们的优惠,促使他们下次继续光临。其中折扣的方式也有多种,比如现金折扣、数量折扣、预定折扣等,具体的方式可根据具体情况而定。 (三)酒店分销策略 分销就是使产品和服务以适当的数量和地域分布来适时地满足目标市场的顾客需要。合理选择分销渠道,往往会让酒店取得更大的收益,为此艾美酒店可以选择几个合适的中间商来帮助酒店的产品销售,从而抓住更多的消费群体,实现利益的增长。比如酒店可以在自己所在地区以外的区域寻找几个合适的中间商,帮助酒店销售产品,像设立解放碑销售处,观音桥销售部就会大大提高销售额。 (四)销售渠道策略 酒店的销售渠道不能仅仅局限于原始的销售方式,而应该开辟一些新型的销售渠道。艾美酒店2014年要力求与几个旅行社以及出租车公司合作,通过他们来扩大自己的客源,从而形成多渠道销售。另外还要开展网上预订,务必建立与“旅之窗”、“酷electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood pressure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain 讯”、“去哪儿”等知名酒店预定网站的合作。 (五)酒店促销组合策略 酒店通过促销,可以达到宣传的目的,加强酒店与顾客的沟通,树立酒店良好的形象,同时刺激产品需求、引导旅游消费。艾美酒店应从以下几个方面进行努力: 1、公关促销 酒店应该加强公关促销,利用公共关系,把企业的经营目标、经营理念、政策措施等传递给社会公众,使公众对企业有充分了解;对内协调各部门的关系,对外密切企业与公众的关系,扩大企业的知名度、信誉度、美誉度。为企业营造一个和谐、亲善、友好的营销环境,从而间接地促进产品销售。具体方式可以采取发布新闻、举行公益活动、设计庆典活动等。 2、广告促销 当今社会广告已经对广大顾客造成了巨大的影响力,所以酒店应该在广告促销方面适当加大投入,进行强有力的、能对消费者造成巨大影响的广告,从而到达让消费者认识酒店产品、了解酒店产品直到购买本酒店产品的目的。至于广告投入的成本,酒店大可不必担心,只要广告促销做得到位,酒店增加的收入会在投入的基础上翻几番的,此所谓舍小钱赚大钱,眼光应该放远一点。 3、人员促销 在做好公关促销以及广告促销的同时酒店也不可忽视人员促销,组织员工直接面对面对消费者进行促销。比如可以找几位年轻漂亮的女生在人流量大的场所用发传单的方式进行促销;让几名员工化装成可爱的卡通人物站在酒店门口,从而吸引顾客,同时宣传自己的产品等等。 4、促销活动 2014年刚好是重庆万达艾美酒店开业五周年,因此艾美酒店必须抓住此次契机。酒店可以在2014年元旦开始设立倒计时,以倒计时时间给予入住人员相应的折扣优惠。同时在店庆期间举办高级酒会,诚邀重庆各界领导人士,政府官员,商业精英参加。借此机会将其列为会员,终身享受优惠和优等待遇,从而扩大自己的顾客人群。 促销小结:在这些促销策略中,艾美酒店全年要以人员促销和促销活动为主,因为这两种促销方式成本相对较低,并且效果也相对较好。在做好这两种促销策略的同时,辅助进行其他方式的促销,进而达到更好的效果。 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood press11 ure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain 四、酒店营销效果预测与营销费用预测 (一)、酒店营销效果预测 通过此次营销酒店将在社会及目标消费群体中树立独特的酒店形象,酒店的入住率达到预期的20%达到70%以上。提升扩大酒店的营业额,增加30%的营业额达到4千万。 虽说眼下竞争激烈,并且每个酒店都在想方设法地把自己酒店做得更好,但只要艾美酒店找准自己定位,加之以上这些有效的营销策略,相信一定会在激烈的竞争中取得成功,并且在竞争的过程中提升自身的竞争力,达到酒店的既定目标。 新的一年,对于万达艾美酒店来讲压力是挺大,但只要一步步来,稳扎稳打,相信以上的这些营销措施是有效的。 (二)、酒店营销费用预测 酒店营销费用主要用在广告50万、主题宣传活动20万、人员费用10 万、相关用材费用10万以及因此而减少的相关机会成本30万,合计120万。由于为初步预算可能存在差距后面不足可以不足,但必须坚持节约优先的原则。 五、总结 新的一年就会有新的挑战,面对更为激烈的竞争,艾美酒店的总体营销策略应是在坚持以往成功方面的基础上,加大产品的促销力度,扩大产品在消费者中间的影响力,同时适时开展多种形式的主题活动,推出适应时代发展的新的酒店产品,开展多种渠道的销售方式,力争把销售额推上去。 electrophysiology basics, pericardiocentesis, temporary cardiac pacing, and dynamic electrocardiography, ambulatory blood pressure, echocardiography, treadmill exercise testing and other techniques. Understand the basics of coronary angiography and interventional therapy. 2. basic requirements number of studying disease and ask the kinds of diseases in heart failure ... Science is a broad, high integrity of clinical medicine, it is closely associated with the clinical section and is the Foundation of clinical subjects. Within the scope of scientific research including respiratory, circulatory, digestive, urinary, blood, endocrine, nervous system disease, nutrition, and metabolism of connective tissue, joints, physical and chemical factors, and mental diseases. Training objectives of the phase II basic training, training during residency are not professional. Training in internal medicine on which to enable the resident working basis. Requires accurate inquiry, writing a history, a comprehensive physical examination, General familiar with the Rotary section diagnosis and treatment (including diagnostic and treatment technologies), the basic master the diagnosis and treatment of common diseases of internal medicine, has a certain
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