Hotel marketing marketing year-end work summary

Writing a summary of the pen indicates that the time of one year has passed. I think about all kinds of plans in the summary of the year, and I feel a lot! The summary is summarized as follows:

Summary of the overall environmental status of the market this year:

1. Industry market capacity changes

This year, the Sunshine Coast Resort and the Waterhouse Villa Group and Wolong Mountain Villa have been newly opened in the Lake Thom area. This has strengthened the overall reception capacity of the entire Lake Thomson area, and the competition among them has also increased.

2. Brand concentration and competition

The trend of urbanization peripheralization is taking shape. The areas where the scale is formed include: Mulan Tianchi of Huanghua, Guanyin Island of Xiaogan, Resort of Caidian, Haibin City of Zhuankou, Fenghuang Mountain of Ezhou, Tangxun Lake of Jiangxia, Xianning Directions to the Yuchi Onsen and so on. The brand advantage of Jiangxia area is concentrated between the Hetian Clubhouse and Mengtian Lake. We are in a central location and we have a unique geographical advantage. We will carry forward and strengthen it in the future, such as adding roadside advertisements from the Macau Villa to the front of the hotel. At the same time, pay attention to the noisy disadvantages of the roadside hotel environment in sales , and adjust the sales strategy at any time.

3. Competitive market share ranking changes

From the fourth place in the market competition share of the year to the third. The overall visibility has also increased significantly from the previous year. At the same time, the number of fixed customers is increased to multiple;

4. Channel mode changes and characteristics

The sales of the year are dominated by a single entity, and the sales model is single. This year we have established a multi- sales model of overall business direct sales, travel agency and conference company distribution, and online sales .

5. Terminal type changes and characteristics

The annual hotel sales are horizontal, that is, the market is completed together with the sales , and there is no separation between the market and the completion of the sales . This year, we have separated the two work concepts conceptually and started to cultivate the market: this year we set up effective customer files, including enterprises and institutions, special banquet customers, and distribution units. This year's sales terminal form forms a funnel type and is developing in the direction of social sales dual-track system.

6. Changes in consumer demand

Just providing housing, catering and entertainment services to the guests can no longer meet the needs of the conference market. This year, we began to levy changes in consumer demand. We divided our team customers into general business teams and special travel teams. There are identifiable development of surrounding tourist routes.

7. Market main competitors sales performance this year

The phrase "knowing oneself and knowing oneself, not fighting one hundred battles" has taught us a lot of things. Finding the excellent marketing model of benchmarking companies and tapping the gaps and shortcomings between themselves and benchmarking companies is also our main job this year. In the sales work of the whole year, the chain information management of Mengtian Lake, the sales of the social network with great affinity, the multiple sales of Tangsun Lake Villa, and the customer management of the fixed field of Hetian are worth learning and learning.

Summary of departmental work this year

1. Department building

In the first half of the year, the department had sufficient personnel and the market system was complete. In the second half of the year, there were insufficient personnel and the market system failed.

2. Department staff training

The current name of the marketing department. After more than half a year of polishing, they have basically mastered the marketing operation. However, business skills and professionalism still need to be strengthened. Due to the small number of staff and heavy tasks, professional skills training is not enough.

3. Cooperate with other departments

It is better to cooperate with other departments of the hotel and should be strengthened in terms of teamwork.

New year work plan
"The operation is in the middle of the battle, and the victory is thousands of miles away." New Year Marketing Planning I think it is necessary to emphasize the priority of the project and systematically plan and deploy the overall marketing of the hotel in the new year. However, we also need to understand that the annual marketing work plan is not a marketing plan. It is based on the strategic work ideas of the annual analysis and summary. The detailed and detailed marketing plan needs to be decomposed into quarters or months to make it. Only in this way can it be of practical significance.

Target orientation

The formulation of marketing targets is the key to marketing efforts in the coming year. In the marketing plan for the new year, the first thing to do is to plan the overall sales target, cost target, profit target, channel development goal, terminal construction target, and staffing goal for the whole year, among which: the sales target is 10,000 years, and the cost target For the purpose of 10,000 years, the channel development target is a year, the terminal construction goal is individual year, and the staffing is human.
2. Product planning

According to the analysis of consumer demand, the new product development plan and product improvement plan include: expanding the hotel product category, becoming the best-selling main product as a subsidiary product, matching the ethnic culture village with the hotel, matching the faculty club with the hotel, and traveling Lines and hotels are matched.

3. Brand promotion

The market image promotion plan includes: "College University Logistics Hotel Sales Summit Forum", Tang Xunhu brand promotion planning "Famous Festival Pills".

4. Team support

In order to ensure the smooth and efficient implementation of the marketing work in the coming year, the hotel also needs to strengthen the key work processes and key systems to strengthen the organization's execution through hard training, and to better develop customers and retain customers!