关于酒店市场营销概念相关知识之二！

关于酒店市场营销概念相关知识之二！
  1、产品导向
   产品观念的出现与生产力的发展紧密相连。由于生产规模的扩大和生产率的提高，酒店市场供求趋于缓和，酒店经营者的注意力由关注客房的数量、餐厅容量此类产品数量的问题，渐渐转移到提高产品的质量上。这中观念主要认为：客人喜欢良好的设施和优质的服务，酒店产品好，不怕卖不了。“好酒不怕巷子深”、“一招鲜吃遍天”就是这种观念的反映。因为酒店工作的出发点就是向客人提供好的设施和优质的服务。
    相对于生产导向观念，产品导向观念的出现，无疑是一种明显的进步。就客人而言，满足了他们对产品质量的要求，客人购买酒店产品，最基本的想法一是可以休息，二是可以用餐。酒店若能提供良好的设施和优质的服务，客人客人一般会感到满意。从这个意义来说，产品导向观念不能说已经完全过时。
   然而，产品导向观念的最大不足之处在于，如果酒店经营者仅仅关注酒店设施和服务质量的提高，就会忽视对客人需要的了解与研究。事实上，客人的需求千差万别，不断变化，客人购买酒店产品的目的并不仅是局限上满足于较高再好，若不考虑客人需求，也是无的放矢。从而使酒店的产品不能适应变化的市场需求，不能更好地满足客人的需求。
    以产品观念作为经营思想的酒店往往只考虑产品本身，例如，客房的整洁，饮食的质量等。随着酒店的不断兴建，床位数增加，以及酒店间竞争逐渐激烈，即使产品质量很好，也不一定会有太高的市场占有率。
 2、推销导向
    推销导向观念的流行，是由于酒店数量增多，设施的改善，服务质量的提高，酒店市场竞争的加剧，酒店产品出现供过于求，卖方市场想买方市场转变。面对这些变化，为了在竞争中取胜，酒店经营者不得不重视产品的销售。这种关奶奶认为，客人不会主动购买商品，而需要通过推销等刺激因素的作用才能诱使其实现购买行为，其口号为“酒店推销什么，客人就买什么”为此，酒店一方面增加设施、改进服务，一方面成立销售部，组织专门的销售人员从事专职的市场销售工作，是一种巨大的进步。酒店市场营销经营的实践表明：是否有专人做销售，经营的效果大不相同。
    但是，推销导向观念和生产导向观念、产品导向观念一样，忽略了市场需求的变化，都是围绕产品这个中心做文章。推销的努力主要是出于酒店自身利益的考虑：如果不加强推销，商品销售率低，营业收入低，就会影响酒店的正常运转。推销导向并没有把客人的需要放到最重要的位置上来考虑。推销人员也许四处奔走，但是他们没有做过周密的市场调研，不了解顾客的真实需要，因此他们的努力并不能保证给酒店带来更多的客源和利润。
  Knowledge of hotel marketing concept!
  1, product-oriented
   Closely linked to the emergence of product concepts and development of productive forces. Due to the expansion of production scale and productivity improvements, the hotel market supply and demand is easing, the number of attention from hoteliers concerned about the rooms, restaurant capacity the number of such products to ask

Title, and gradually shifted to improve the quality of the product. This in concept: guests like good facilities and quality services, hotel product, not afraid not sell. "Good wine needs no bush," a fresh recruit eat day "is this concept of

Reflected. Because the starting point of the hotel work is to provide good facilities and quality service to the guests.
    Production-oriented concepts, the emergence of the concept of product-oriented, no doubt is a clear step forward. Guests, to meet the requirements of their product quality, customers to buy hotel products, the basic idea first, rest, and second, can

To dine. Hotel if we provide good facilities and excellent service, guests guests will normally be satisfied with. In this sense, product-oriented concepts can not be completely obsolete.
   However, the inadequacies of the product-oriented concept is that hoteliers focus only on improving the quality of hotel facilities and services, it will ignore the guests need to know and research. In fact, the guests' needs vary widely, changing

The purpose of the guests to buy hotel products is not just confined to meet the higher no matter how good, without considering the needs of guests, but also pointless. So that the hotel product can not adapt to changing market needs, to better meet the needs of guests.
    The product concept as the hotel business ideas often only consider the product itself, for example, the cleanliness of the rooms, the quality of the food. With the continuous construction of the hotel, the number of beds increase, and gradually fierce competition among hotels, even if the products of good quality

Not necessarily have high market share.
 2, the marketing-oriented
    The popularity of market-oriented concepts, is due to an increase in the number of hotels, improvement of facilities, improving the quality of service, the hotel market competition intensifies, the hotel product oversupply, a seller's to buyer's market transition. Faced with these changes, in order to

Win in the competition, hoteliers have to attach importance to product sales. This relationship grandmother that guests will not take the initiative to purchase goods, and need to sell the role of stimuli in order to induce to achieve the purchasing behavior, its slogan "Hotel Marketing

Guests on what to buy "To this end, the hotel on the one hand increase the facilities, improve services, on the one hand, the establishment of a sales department, the organization of specialized sales staff to engage in full-time sales and marketing, is a tremendous step forward. Hotel business practice shows that: be

No staff to do the sales, operating results to differ materially.
    However, market-oriented concept and production-oriented concept, the concept of product-oriented, ignoring the changes in market demand, are focusing on product center to make a fuss. Marketing efforts out of the hotel's own interests to consider: If you do not strengthen

Marketing, merchandise sales are low, low operating income, will affect the normal operation of the hotel. Marketing-oriented and not up to consider the needs of the guests on the most important position. Sales personnel may be everywhere, but they have not done a thorough market

Research, do not understand the real needs of the customer, so their efforts can not guarantee to bring more tourists and profits to the hotel.