市场营销中酒店产品价格的作用、特点与形式

市场营销中酒店产品价格的作用、特点与形式
一、酒店产品价格在酒店市场营销中的作用
   （1）价格被酒店看作直接获取利润的重要手段
   （2）价格是酒店体现其产品形象设计和质量的主要因素，也是用来进行市场定位的重要手段。
   （3）价格是营销人员对市场进行细分的一个重要依据。
   （4）高档酒店产品作为奢侈品，价格调整对销售量带来的影响一般比较显著。
二、酒店产品价格的特点
   （1）综合性：酒店产品的价格受市场因素，内部人员、设施、服务等客观存在的影响，同时受人为控制的因素也很大。
   （2）波动性：酒店产品价格的波动性源于酒店产品销售的波动性，淡季销售量降低，供过于求，酒店产品价格会相应降低，反之会相应提升。

三、酒店市场成交价格的形式
1.酒店商品的正常价格
    酒店产品的正常价格是供需基本平衡下的价格，酒店所出售的价格是按照自己的预期进行规定的，这样的价格虽然不会给酒店带来巨大的收益，但也不会使酒店经营面临很大的风险，过于惨淡。
2.酒店商品的超额利润价格
    酒店产品如果在市场上具有明显的，别人不可逾越的优势，是垄断型的产品，市场呈现出需求大于供给的状况，则可以采取超额利润价格。经营者都希望以这样的形式定价，但现实中是很难做到的。
3.酒店商品的保本价格
    酒店商品的需求不是很明显的时候，酒店往往采取保本的价格。在市场需求少的时候，采取保本价格，可以保证一定的客房入住率，不至于亏损严重。但作为经营者，是不希望长期采用这种价格方式的。
4.酒店商品的停业价格
    停业价格是市场需求远远小于酒店商品的供给时所采取的价格形式。停业价格仅仅等于变动成本，没有任何获利的空间，甚至使固定成本无法得以回收。采用这样的价格一般是处在某种危机情况下，比如2003年非典期间，很多酒店都采取了停业价格。这样的价格不能作为长期手段利用，既没有了获利空间，也会大大降低酒店在消费者心中的档次。

The role of marketing in the hotel price, features and form
A, hotel prices, hotel marketing
   (A) The price of the hotel as an important means of direct profit
   (2) The prices are the main factors of the hotel reflect the image and quality of its products, is used for an important means of market positioning.
   (3) the price is an important basis for the marketers to segment the market.
   (4) high-end hotel product as a luxury, and price adjustments on sales impact is generally more significant.
Characteristics of, the hotel price
   (1) comprehensive: the hotel price is subject to the objective existence of market factors, internal personnel, facilities, services, and human-controlled factors.
   (2) volatility: the hotel price volatility stems from the volatility of the hotel sales, off-season sales declined, an oversupply of hotel prices will be reduced accordingly, and vice versa will be improved accordingly.

Third, the hotel market transaction price in the form of
The normal price of a hotel goods
    The normal price of the hotel product is the price of the basic balance of supply and demand, the sale price of the hotel is prescribed in accordance with their expectations, this price will not bring great benefits to the hotel, but do not make hotel operators face big risk, too bleak.
(2) Hotel excess profits the price of the commodity
    Hotel product in the market, others insurmountable advantage, is a monopoly product, the market demand is greater than the supply situation, you can take the excess profits price. The operators hope that this form of pricing, but the reality is very difficult to achieve.
3 Hotel commodity security price
    Hotel demand for commodities is not very obvious, hotels tend to take the price of capital preservation. Less demand in the market, to take the security price, can guarantee a certain room occupancy rate, and will not heavy losses. But as operators do not want long-term this price.
4 Hotels in the closure of goods prices
    Closed down prices are taken when market demand is much less than the supply of hotel goods prices. Closed down price is just equal to variable costs, no profit space, even the fixed costs can not be recycled. Adoption of such prices generally in the case of a crisis, such as during the SARS epidemic in 2003, many hotels have taken the price of a closed down. This price can not be use as a long-term means, neither the profit margins, will greatly reduce the grade of the hotel in the minds of consumers.