酒店应该选择怎么样的营销性质？来考虑目标市场战略因素.

酒店应该选择怎么样的营销性质？来考虑目标市场战略因素.
    由于每种目标市场战略都各有利弊，酒店在选择目标市场战略时，应根据企业实力、市场同质性、产品同质性等具体情况而定。
   （1）酒店实力因素
     酒店实力是指酒店的生产能力、技术能力、销售能力、服务能力及经营管理水平等。如果酒店实力强，就可选择无差异市场战略或差异市场战略；如果酒店实力弱，规模较小，宜采取集中市场战略，以便更好地服务于目标市场，提高市场占有率。
   （2）市场同质性因素
     即顾客对酒店业产品或服务需求的类似程度。市场类似程度较高时，应采用无差异酒店市场战略。如有些有钱人士和身份地位较高的人，喜欢追求高档酒店的舒适享受，因此五星级酒店等高档酒店就可以采取此战略。反之，市场类似程度较低时，宜采用差异市场营销战略和集中市场营销战略。
   （3）产品同质性因素
    即酒店提供的产品与同行业其他竞争者所经营的产品或服务的类似程度。如一般酒店所提供的产品都是为满足人们住宿、餐饮方面的需求，没有太大区别，应采取无差异市场战略，以价格竞争为主。如果产品或服务类似程度低、差别大，宜采用差异市场战略和集中市场战略。如餐饮部经营的产品，风味各异，差别很大，就应采用这两种战略。
   （4）产品生命周期因素
    酒店产品生命周期一般分为介绍期、成长期、成熟期和衰退期四个阶段。各期有可分为前期和后期。处于介绍期或成长期的产品或服务，经营单位对顾客需求了解较少，且竞争者稀少，为探测市场需求和潜在需求，以便改进和开拓新产品，应采用无差异市场战略。在介绍初期，如果企业实力弱，以集中市场战略为佳。在成长后期、成熟期和衰退前期，由于竞争激烈，顾客需求基本得到满足，并开始有了更高的不同的需求。只有通过大量需求调查，了解不同的市场需求，以不同产品满足不同的顾客，即采用差异市场战略。处于衰退后期，产品老化，需求锐减。此时应缩小市场，集中满足几个市场需求，以延长产品生命周期。
   （5）竞争者数目
    当本酒店独霸市场或者竞争对手很少时，可采用无差异市场战略，当竞争对手很多时，为了增强酒店的竞争力，吸引更多的顾客，可采用差异市场战略或集中市场战略。
   （6）竞争对手的市场营销战略
    一般而言，如果竞争对手实力强，并采用无差异市场战略时，酒店应及时找到未被竞争对手占领或被对于忽视的市场，此时宜采用差异市场战略，以满足未被满足细分市场的需求；如果竞争对手采用差异市场战略，当本酒店实力强时，应进行更有效的市场细分，实行差异或集中市场战略，去占领市场；当其实力弱时，宜采用无差异市场战略。
    酒店业的市场竞争是十分复杂的，应经常分析竞争对手的实力，对比多方面的条件，慎重考虑，扬长避短，掌握最有利的时机，选择最恰当的目标市场战略。

 The hotel should choose how marketing properties? To consider the strategic factors of the target market.
    Strategic advantages and disadvantages of each target market, the hotel in the choice of target market strategy should be based on the specific circumstances of the enterprise strength, market homogeneity, product homogeneity may be.
   (1) Hotels strength factor
     Hotels strength refers to the hotel's production capacity, technical capabilities, sales capabilities, capabilities and management level. If the hotel is strong, you can select no difference in market strategy or differentiated market strategy; if the hotel is weak in strength, the smaller should be taken to focus on market strategy, in order to better serve the target market, increase market share.
   (2) market homogeneity factor
     Customer products or services of the hotel industry needs a similar degree. Market is similar to a higher degree should be no difference in market strategy. Such as some of the rich and higher status people, like the pursuit of comfortable luxury hotel to enjoy five-star hotels, upscale hotel can take this strategy. On the contrary, the market similar to the low level, the differences in marketing strategy and focused marketing strategy.
   (3) product homogeneity
    The hotel offers the product with similar products or services operated by other competitors in the same industry. Products such as general hotel to meet the people of accommodation, catering needs, there is not much difference, should be taken no difference in market strategy, mainly price competition. If the product or service similar to the low level of difference, should adopt a differentiated market strategy and focused market strategy. Products such as food and beverage department management, different flavor, very different, these two strategies should be used.
   (4) product life cycle factors
    Hotel product life cycle is generally divided into four stages of the introduction of growth, maturity and recession. Phases can be divided into early and late. Introduction of or growth in the products or services, and business units to less understanding of customer needs, and competitors are scarce, no difference in market strategy for the detection of market demand and potential demand in order to improve and develop new products should be used. Early in the introduction, if the enterprise is weak in strength, better to focus on market strategy. Late in the growth, maturity and decline early due to intense competition, customer demand has basically been met, and began to have higher demand. Only by the large demand for the investigation to understand the different markets demand different products to meet different customer, and that is the difference in market strategy. In the recession of the late, aging, demand dropped. Should be reduced to the market, focused on meeting several market demand to extend the product life cycle.
   (5) the number of competitors
    When the hotel to dominate the market or competitors rarely can be no difference in market strategy, competitors in many cases, in order to enhance the competitiveness of the hotel, attract more customers can be the difference in market strategy or focus on market strategy.
   (6) competitors marketing strategy
    In general, if the competitor strength, and no difference in market strategy, the hotel should be found in time are not competitors occupied or ignore the market, this time should be differentiated market strategy to meet the unmet market segments needs; If a competitor is the difference in market strategy, when the strength of the Hotel, for more effective market segmentation, the implementation differences or focus on market strategy, to dominate the market; when in fact weak, should be no difference in market strategy.
    Market competition in the hotel industry is very complex, and should always analyze the strength of competitors, compared to the wide range of conditions, and careful consideration, weaknesses, grasp the most favorable time to choose the most appropriate target market strategy.