酒店产品在各生命周期阶段的增长期、成熟期、衰退期所不同特点及应采取的营销策略。

酒店产品在各生命周期阶段的增长期、成熟期、衰退期所不同特点及应采取的营销策略。
    酒店产品在生命周期各阶段具有不同的特点，只有了解各阶段的特点才能采取相应的营销策略，取得营销成功。生命周期各阶段的特征，主要从产品的销售量、价格、成本、利润四个角度去观察。
（一）酒店产品导入期的特点
    酒店产品在导入期销售量小，增长缓慢。因为产品生产处在磨合阶段，批量少，加上市场对产品缺少了解，所以购买了不足，销量有限。
    价格往往较高。因为产品的生产成本和促销费用都比较高，所以价格在这个生命周期过程中时最高的。
    生产成本高。因为产品的生产批量小，固定成本高，宣传促销费用高，所以总的成本相对在整个生命周期过程中时最高的。
    利润往往是负数，处于亏本的状态。因为前期投入的固定成本和促销费用较高，销量又比较有限，因此平摊到每件商品的成本往往是高于售价的，所以会出现亏损的情况。
    导入期的营销策略：
    营销策略往往运用价格作为手段，导入期常常采用以下四种营销策略：
1.快速撇脂策略
    快速撇脂，就是采取搞定价、高促销的方式，使产品在短时期内建立市场知名度，以吸引那些对新产品好奇的消费者的购买欲望，快速收回投资并从中获利。
2.缓慢撇脂策略
    缓慢撇脂，就是采取高定价、低促销的方式。这种方式是抬高价以获得较高的市场定位，但少进行促销，节省宣传促销费用，等待市场慢慢接受产品，因此获利时间较长。
3.快速渗透策略
    快速渗透，就是采取低定价、高促销的方式。这种策略迎合了消费者的利益，同时开展大量的宣传促销，所以能在最快的时间内，得到大量消费者的接受，迅速占领市场。然后随着销量的增加，生产规模的扩大，可以降低单位成本，提高生产效率，取得规模效益。
4.缓慢渗透策略
    缓慢渗透，就是采取低定价、低促销的方式。产品以低价问世，也很少采用促销手段，依靠产品自身的物美价廉获得市场的认可，从而逐步渗透，扩大市场。
（二）酒店产品增长期的特点
    销量明显增长，而且增长速度较快。因为经过一段的推广，市场逐渐了解并接受了产品，而且此时没有太多的同类产品参与竞争，因此销量会明显增长。
    产品成本和价格较导入期平稳下降。因为生产经过磨合，生产批量增加，则生产成本自然就降低了，为价格降低提供了基础。价格降低能吸引更多的客源，以有利于扩大市场占有率，所以酒店经营者会在此时主动降价。
    产品进入增长期，销量不断上升，单位成本不断降低，价格开始高于成本，则产生了盈利。
    增长期的营销策略：
    增长期是盈利水平增长快、增长量大的一个阶段，所以作为经营者，要尽量延长酒店产品增长期的持续时间，使酒店的盈利水平达到最大。要维持高增长，最重要的是保持酒店产品的质量和特色，保持自己产品的竞争性。由于酒店产品的不可转移性，新的产品形式很快会被业内模仿，要保持自身产品的质量和特色只有从服务着手。服务是具有灵活性、综合性和针对性的，很难被一模一样地照搬。事实也证明，具有悠久历史的国际就的集团，都把服务作为酒店长久生存的最要法宝。
（三）酒店产品成熟期的特点
    销量增加缓慢，逐渐达到市场饱和，即达到整个生命周期中销量的顶峰，同时由于产品过时，市场上的仿制品甚至革新产品出现，酒店消费者对酒店产品的兴趣转移，则销量曲线开始出现拐点，进入负增长阶段，只是成熟产品在酒店市场还有一定威信，销量降低速度不会很快。随着销量的减少，单位成本又会增加，而为了保证现有市场，价格只能是下降，因此酒店利润也会与销量一样，到达顶峰后下降。
    成熟期的营销策略：
    进入成熟期，市场已经开始出现饱和，则必须开始着手调整产品内容，改进产品，提高产品质量，避免产品遭到竞争的排挤，遭到消费者的淘汰。同时应该为产品寻找新的客源市场，开辟多种销售渠道，增加消费者在酒店的消费额和消费次数，以保证产品销量和市场占有率的持续增加。
（四）酒店产品衰退期的特点
    酒店大量的忠实顾客流失，产品的市场销售量迅速萎缩。很多竞争者也逐渐退出了市场。
    衰退期的营销策略：
    在该阶段有两种选择，一是将产品进行完全改造，重新定位产品，更新酒店VI设计、酒店设施，重新装修。这种做法花费大，而且旧样套新衣，设计不好，反而给人不伦不类的感觉。所以酒店往往采取迅速退出该市场，尽早进行新产品开发，开始一个新的生命周期，在新的竞争中取得优势，获得效益。
Hotel products in the various life cycle stages of growth, maturity, recession characteristics and marketing strategy to be taken.
    Hotel products in various stages of the life cycle have different characteristics, and only by understanding the characteristics of each stage in order to take the appropriate marketing strategies to achieve marketing success. Characteristics of the various stages of the life cycle, to observe the four angles of from product sales, prices, costs, profits.
(A) of the hotel product introduction of characteristics
    Hotel products in the import of sales and slow growth. Because production in the run-in phase, small quantity, coupled with lack of knowledge about the product, so buy less than limited sales.
    The prices are often higher. Production costs and promotional costs are high, so in this life cycle process, the highest price.
    High production costs. Small batch production, high fixed costs, publicity and promotional costs, total costs are relatively in the entire life cycle process of the highest.
    Profits is often negative, in the loss-making state. Upfront fixed costs and higher promotional costs, sales are limited, therefore in equal shares to each item of cost is often higher than the price, so there will be losses.
    Import of marketing strategy:
    Marketing strategy often use price as a means of import of often using the following four marketing strategies:
A quick skimming strategy
    Quick skimming, is taken to engage in pricing, high promotion, so that in a short period of time to build market awareness in order to attract those curious consumers desire to buy new products, rapid return on investment and profit.
(2) slow skimming strategy
    Slow skimming, is to take high-priced, low promotion. In this way is to raise the price to obtain a higher market orientation, but less promotion, publicity and promotional costs savings, waiting for the market to slowly come to accept the product, profit long time.
(3) rapid penetration strategy
    Rapid penetration, is to adopt a low-priced, high promotion. This strategy to meet the interests of consumers, carry out a lot of publicity and promotion, the acceptance of a large number of consumers in the fastest time, and quickly occupied the market. With the increase in sales, expansion of production scale and reduce unit costs and improve production efficiency, and achieve economies of scale.
(4) slow penetration strategy
    Slow penetration, is to adopt a low-priced, low promotion. The products come out at a low price, rarely using incentives, relying on the product itself inexpensive recognized by the market, thus gradually penetrate and expand market.
(B) hotel growth of the characteristics of
    The sales of significant growth, and faster growth. After a period of promotion, the market gradually understand and accept the product, and not too many similar products to compete, so sales will be significant growth.
    Product costs and prices than the import of a steady decrease. Because the production run, production quantities increase, the cost of production naturally reduces to provide a basis for lower prices. Lower prices to attract more tourists, to increase their market share, so the hotel operator will take the initiative to cut prices.
    Products to enter the growth phase, sales continue to rise, continue to lower the unit cost price higher than the costs, the resulting profits.
    Growth of the marketing strategy:
    The growth period is a level of profitability growth, volume growth phase, as operators try to extend the duration of the growth period of the hotel product, hotel level of profitability is maximized. To maintain a high growth, the most important thing is to maintain the quality and characteristics of the hotel product, to keep their products competitive. Due to the non-transferability of the hotel product, the new product in the form will soon be the industry to imitate, to maintain the quality of their products and features only proceed from the service. Services with the flexibility, comprehensive and targeted, it is difficult to be exactly the same copy. Also proved that the international group with a long history, a great long-term viability as a hotel to be a magic weapon.
(C) the characteristics of the hotel product maturity
    Sales increased slowly, and gradually reach market saturation, that is to reach the pinnacle of sales in the entire life cycle, due to obsolescence, imitations on the market and even innovative products to the hotel consumers transfer the interest of the hotel product, the sales curve inflection point into negative growth stage, only a mature product in the hotel market there is a certain prestige, sales to reduce the speed will not soon. With the reduction in sales volume, unit costs will increase, in order to ensure the existing market, the price can only drop the hotel profits and sales peaked and then decreased.
    The maturity of the marketing strategy:
    Matured, the market has saturated, the adjustment of product content must be started to improve products, improve product quality, to avoid the product has been the exclusion of competition was the elimination of the consumer. It should also be looking for new source markets for the product, opening up a variety of sales channels, increase consumer spending and consumption times in the hotel, in order to ensure the continued increase in product sales and market share.
(D) hotels recession period characterized by
    The loss of the hotel a lot of loyal customers, sales of products in the market is shrinking rapidly. Many competitors have gradually withdrawn from the market.
    Recession of the marketing strategy:
    There are two options, first, to completely transform and re-position products, and update the hotel facilities, renovated at that stage. This approach is expensive and old sets of clothes, poorly designed, but gives the feeling of nondescript. So the hotel often taken to exit the market quickly, as soon as possible to the development of new products, start a new life cycle in the new competitive advantage, access to benefits.