酒店产品的竞争在于酒店产品定价策略

酒店产品的竞争在于酒店产品定价策略
休布雷公司巧定酒价
    休布雷公司在美国伏特加酒的市场中，属于营销出色的公司。其生产的史密诺夫酒，在伏特加酒的市场占有率达23%。20世纪60年代，另一家公司推出一种新型伏特加酒，其质量不比史密诺夫酒差，每瓶价格却比它低一美元。
    按照惯例，休布雷公司的面前有三条对策可用：
   （1）降价一美元，以保证市场占有率。
   （2）维持原价，通过增加广告费用和推销支出来与竞争对手竞争。
   （3）维持原价，听任其市场占有率降低。
    由此看出，不论该公司采取上述哪种策略，休布雷公司似乎输定了。
    但是，该公司在酒店市场营销人员经过深思熟虑后，却采取了让对方意想不到的第四种策略。那就是，将史密诺夫酒的价格再提高一美元，同时推出与竞争对手的新伏特加酒价格一样的瑞色加酒和另一种价格更低的波波酒。
    这种产品价格策略，一方面提高了史密诺夫酒的地位，同时使竞争对手新产品沦为一种普通的品牌。结果，休布雷不仅渡过了难关，而且利润大增。实际上，休布雷公司的上述三种产品的价格的味道和成本几乎相同，只是该公司懂得以不同的价格来销售相同产品的策略而已。
    思考与习题
 ①通过上述案例可以看出，产品的定价会受哪些因素的影响？
 ②价格是怎么影响产品的销售的？案例中休布雷公司的成功之处在什么地方？
 ③在当地找三家同类型的酒店，比较它们之间产品的价格以及销售情况，试分析它们所制定的价格是否合理，可以采取哪些策略使酒店的经营状况更好。
Hotel product competition is that a hotel pricing strategy
Hugh Bradley's clever set wine prices
    Hugh Bray companies in the U.S. vodka market, excellent marketing company. The Smirnov wine, its production in the vodka market share of 23%. In the 1960s, another company launched a new vodka, its quality is not 比史密诺夫 wine differential per bottle than the price of one U.S. dollar.
    In accordance with the practice, off-mine-laying in front of three countermeasures are available:
   (1) the price of one U.S. dollar in order to ensure market share.
   (2) to maintain the original price, by increasing the cost of advertising and marketing expenses to compete with competitors.
   (3) to maintain the original price, allowed to reduce its market share.
    This shows that, regardless of the company to take such kind of strategy, Hugh Bradley seemed to lose.
    However, the company's marketing staff, after careful consideration, but to take the other side an unexpected fourth strategy. That Smirnov wine prices to improve with the introduction of new vodka prices with competitors like the lovely color of wine and another price lower wave wine.
    This product pricing strategy, on the one hand the status of the Smirnov wine, while allowing competitors of new products to be reduced to a common brand. Results, Hugh Bradley not only weathered the storm, the profits are greatly increased. In fact, the taste of Hugh Bradley of the three product prices and cost almost the same, only the company knows a different price to sell the same product strategy.
    Thinking and Problems
 1 the above case can be seen, the pricing of the product will be affected by which factors?
 ② price is how to affect the sales of the product? Hugh Bradley in the case of the company's success in what areas?
 ③ at a local hotel to find three of the same type, compare prices and sales of products between them and try to analyze whether the price is reasonable, developed by them and which strategies can be taken to make the operating conditions of the hotel better.