Hotel 2019 Marketing Plan
At this stage, the hotel industry is increasingly competitive and consumers are becoming more and more mature, which puts higher demands on our hotel operators. In the upcoming XX year, we plan to make a series of adjustments to our marketing, attract consumers to our store to consume, and improve the operating efficiency of our store.
First, the market environment analysis:
1. Problems in the operation of my store The target customer group positioning is not accurate and too narrow.
In general, the operation of the hotel industry in our city is generally not good, as long as the reason is too many hotels, oversupply, and the same way of operation, no own characteristics, or too high positioning, consumers are difficult to accept, and the quality of some hotel services exists. Certain problems have affected the confidence of consumers in hotel consumption.
There are some problems in the operation of our store. Last year's business situation was not good, we should reflect on the positioning of the target market. We should fully tap our own superiority and broaden the market. The positioning of my hotel's target market is unreasonable, which is the main reason for the poor performance. The Jinqiao District where our store is located is a district with a low level of consumption. Most of the residents are ordinary employees. Our store is mainly engaged in the operation of Cantonese cuisine and operates seafood. The price is relatively high, and the income level of most residents is still unacceptable. However, the hardware level and service quality of our store are superior in this area. We have always positioned the market in the middle and high-end hotels, facing the middle and high-end consumer groups, and cannot be attractive to the residents of this area.
The lack of news propaganda was not enough to cause a big sensation in the market, and the market was less well known.
Although my shop belongs to Jinjie Group, but I don’t know much about the store in my society, I have never done any advertising in the short-term news and publicity of the store. This has caused the popularity of my hotel to be very low.
2. Analysis of the surrounding environment Although the overall consumption level of our district is not high, the location of our store has its own characteristics. Our store is located beside the 101 National Highway. Its location is superior and the traffic is very convenient. It is adjacent to several commercial schools, polytechnics, and mechanical and electrical colleges. Colleges and universities, so there are a lot of vehicles in the past, and mobile guests are a potential consumer group. Although college students do not have income, they are not a low-consumption group. There are more than 10,000 students in the business school. If we can provide products suitable for students, and a low price attracts them to our store, this is a huge market. .
3. Competitors analyzed that there are no hotels with similar grades around our store. There are only a few small restaurants. Although they do not have the ability to compete with us in terms of business capabilities, they attract a large number of low-end dishes. Nearby residents and students. Overall, their business situation is good. Although our facilities and services are good, due to the wrong market positioning, the actual operating conditions are not ideal, and it is at a disadvantage in the market compared with the same-grade hotels.
4. Analysis of the advantages of our store Our store is a subsidiary of Jinjie Group. Jinjie Group is a famous enterprise in our city. The strength of its company is unquestionable. Therefore, we should make full use of our products when planning carefully. Brand effect, fully explore the huge connotation of its brand, let consumers not have doubts about our food and beverage products, fully believe that we provide high quality products, we should pay full attention to this in our planning to attract consumers .
My store has good hardware facilities, abundant funds, and has its own parking lot and a large area of available space. This can be used to attract past drivers and to develop promotional programs to attract students.
Opportunity: 1 The strong strength of the company provides conditions for our development; 2 convenient transportation and huge potential customer base; 3 good hardware and existing high-quality staff provide a wide range for our adjustment and development. Space.
Second, the target market analysis:
The target market is the most promising group of consumer groups. The clarity of the target market can avoid the waste of influence and make the advertisement targeted. Advertising without a target market is tantamount to "a blind rider."
The target market should have the following characteristics: it is a consumer who is interested in hotel products, has the ability to pay, and is also a consumer group with the ability of the hotel. The hotel should determine the target market as clearly as possible and conduct a detailed analysis of the target customers to better utilize the opportunities represented by the information in order to make the customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and the existing consumer behavior is predictable, service costs are low, prices are not as sensitive as new customers, and free word-of-mouth publicity is provided. Maintaining customer loyalty makes it impossible for competitors to compete for this part of the market while maintaining the stability of the hotel's workforce. Therefore, the integration of customer relationship marketing and customer loyalty can bring the following benefits to the hotel:
1. Get more customer share from existing customers. Loyal customers are willing to buy more products and services from hotels, loyal customers, spending two to four times as much as casual consumption, and as loyal customers grow in age, economic income increases, or the customer’s own business Growth, its demand will also grow further.
2. Reduce sales costs. Attracting new customers at the hotel requires a lot of expenses, such as various advertising inputs, promotion costs, and the time cost of understanding customers, but the cost of maintaining long-term relationships with existing customers is declining year by year. Although in the early days of establishing the relationship, the customer may have more problems with the products or services provided by the hotel, and the hotel needs to make certain investment. However, as the relationship between the two parties progresses, the customers become more and more familiar with the products or services of the hotel. It is also very clear about the special needs of customers, and the required relationship maintenance costs become very limited.
3. Win word-of-mouth publicity. For some of the more complex products or services offered by the hotel, new customers will feel a greater risk when making decisions, and they will often consult existing customers of the hotel. Older customers with higher levels of satisfaction and loyalty tend to have a decisive role, and their strong recommendations tend to be more effective than all forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, so that the hotel profits have improved.
4. Increased employee loyalty. This is an indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also create a long-term harmonious relationship between the hotel and its employees. In the process of providing services to satisfied and loyal customers, employees realize the realization of their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further enhances customer satisfaction and forms a virtuous circle.
According to our previous analysis combined with the current market conditions, we should target the main target customers to the general public and nearby college students, as well as past drivers, and then attract some middle- and high-income consumers. They have the following commonalities:
1) The income level or consumption ability is general, paying attention to affordable and clean, and the consumption to the hotel is generally to improve the life of friends and family or holidays.
2) There is no regular high spending power but there is an occasional desire to improve life.
3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer a stylish and stylish dining environment.
Third, the general marketing strategy:
1. “Upscale hotels of the people” – the unique culture is a magic weapon to attract consumers. We are positioning in culture. Although we position the hotel for low-income people and nearby college students, it does not mean to taste the hotel. And the quality of the products is reduced, we have to provide customers with high-quality catering products and quality services at low prices, and never use low quality for low prices, which is also a respect for customers. Carry out three-dimensional publicity, highlight the characteristics of the hotel, and let consumers have an understanding of Jinjie Hotel from the sensibility. Let consumers realize that what we offer to him is a place where he can afford to enjoy life. You can attract consumers in the newspapers for the environment and location of the hotel. Let customers get a kind of "honorable" satisfaction.
3. The use of strong advertising, such as newspapers, in order to cause a "sensational effect" as a strong sales, thereby attracting a large number of consumers to pay attention to establish awareness.
Fourth, XX annual action plan and strategy for implementing the program sales method:
1. Change the cuisine of the business. In the past, we mainly operated Cantonese cuisine and seafood. This year we can “fuzzle” the concept of cuisine. As long as customers like it, we can make popular dishes and make high-end dishes as needed. This way, our hotel has no special dishes. Otherwise, the popular dishes are not the same as the low-end dishes. Cantonese cuisine and seafood are generally expensive, and they are not suitable for ordinary people's tastes. Therefore, the potential for consumption is not great. When preparing the menu, we can choose the “essence” among the various cuisines. We choose the representative dishes and make appropriate adjustments according to changes in the market and the season. With these “essences”, we are adding a lot of popular dishes. In this way, we can give customers a lot of choices and adapt to the needs of people with different tastes.
2. Reduce the price of vegetables to attract customers. The price of vegetables has declined overall. Some high-end dishes can be expensive, most of them are high-quality and low-priced. The price of vegetables is low overall, but it also takes care of the requirements of high-consumption customers. Price Strategy 1 discount. 2. Lottery and boutique gift offers.
3. Provide low-cost and high-quality packages and fast food for ordinary people and students. The package is divided into different grades, but mainly based on the number of people, such as the 4-person package, the 6-person package, and the 8-person package. The higher the number, the lower the price, which can attract more people to consume. The main purpose is to win with benefits. The introduction of fast food for students is slightly higher than the student canteen, but the quality is higher than the canteen in the cafeteria. Transforming the hotel's surplus parking lot into an entertainment and leisure plaza, using an open-air form, four dining tables, so that students can casually chat, provide free karaoke, TV, and provide a variety of drinks.
4. Provide convenient and fast dining for drivers, free parking.
5. Provide wedding banquet and birthday banquet service to nearby residents.
6. Conduct promotional activities during the annual festival.
Advertising Strategy Hotel advertising is a means of advertising or promoting to a target consumer or public by purchasing the time, space or layout of a medium of communication. The significance of hotel advertising to the hotel is reflected in the following aspects: establishing an image for a hotel or hotel group and products, stimulating potential consumers to generate purchase motives and behaviors. In terms of influencing purchasing decisions, consumer perception has a very powerful power. When marketing enters a higher level or products have greater homogeneity, marketing is not a product war, but a war of perception. This is the case in the hotel market. But people's perceptions are not necessarily based on reality. Advertising is a useful tool for companies to correct perception and guide perception.
1. Market Positioning: It is a clear concept that occupies a specific part in the minds of consumers to influence their consumption intentions. Advertising appeal: Let you become the true God. 2. The principle and focus of advertising. a. : Quality comes from the guarantee of strength. b. The price that surprises you first will be heartbreaking if you don't act. c. Create a culture in advertising. 3. The focus of appeals a. Business image advertisement b. Product Impression Advertising: c. Promotional Advertising. 4. Implementation Method: 1 newspaper advertisement, advertising in the influential newspapers of this city 2 propaganda posters. 3 comprehensive posters. 4 company name flag, enhance the company's image. 5 on-site distribution of advertising Gifts.6 on-site sweepstakes and boutique gift offers.
V. Marketing budget 6. Evaluation and control
1. Annual plan control: The general manager is responsible for checking whether the plan indicators are realized, and measuring the achievement of the plan by conducting sales analysis, market share analysis, cost percentage analysis, customer attitude analysis and other ratio analysis. quality.
2. Profitability control: The marketing controller is responsible for controlling the profit or loss of the hotel by analyzing the product, sales area, target market, sales channels and predetermined number.
Strategic Control: Responsible for marketing executives and hotel commissioners, check the marketing list to check whether the hotel captures the best marketing opportunities, check the product, market, overall sales and overall marketing activities.
First, the market environment analysis:
1. Problems in the operation of my store The target customer group positioning is not accurate and too narrow.
In general, the operation of the hotel industry in our city is generally not good, as long as the reason is too many hotels, oversupply, and the same way of operation, no own characteristics, or too high positioning, consumers are difficult to accept, and the quality of some hotel services exists. Certain problems have affected the confidence of consumers in hotel consumption.
There are some problems in the operation of our store. Last year's business situation was not good, we should reflect on the positioning of the target market. We should fully tap our own superiority and broaden the market. The positioning of my hotel's target market is unreasonable, which is the main reason for the poor performance. The Jinqiao District where our store is located is a district with a low level of consumption. Most of the residents are ordinary employees. Our store is mainly engaged in the operation of Cantonese cuisine and operates seafood. The price is relatively high, and the income level of most residents is still unacceptable. However, the hardware level and service quality of our store are superior in this area. We have always positioned the market in the middle and high-end hotels, facing the middle and high-end consumer groups, and cannot be attractive to the residents of this area.
The lack of news propaganda was not enough to cause a big sensation in the market, and the market was less well known.
Although my shop belongs to Jinjie Group, but I don’t know much about the store in my society, I have never done any advertising in the short-term news and publicity of the store. This has caused the popularity of my hotel to be very low.
2. Analysis of the surrounding environment Although the overall consumption level of our district is not high, the location of our store has its own characteristics. Our store is located beside the 101 National Highway. Its location is superior and the traffic is very convenient. It is adjacent to several commercial schools, polytechnics, and mechanical and electrical colleges. Colleges and universities, so there are a lot of vehicles in the past, and mobile guests are a potential consumer group. Although college students do not have income, they are not a low-consumption group. There are more than 10,000 students in the business school. If we can provide products suitable for students, and a low price attracts them to our store, this is a huge market. .
3. Competitors analyzed that there are no hotels with similar grades around our store. There are only a few small restaurants. Although they do not have the ability to compete with us in terms of business capabilities, they attract a large number of low-end dishes. Nearby residents and students. Overall, their business situation is good. Although our facilities and services are good, due to the wrong market positioning, the actual operating conditions are not ideal, and it is at a disadvantage in the market compared with the same-grade hotels.
4. Analysis of the advantages of our store Our store is a subsidiary of Jinjie Group. Jinjie Group is a famous enterprise in our city. The strength of its company is unquestionable. Therefore, we should make full use of our products when planning carefully. Brand effect, fully explore the huge connotation of its brand, let consumers not have doubts about our food and beverage products, fully believe that we provide high quality products, we should pay full attention to this in our planning to attract consumers .
My store has good hardware facilities, abundant funds, and has its own parking lot and a large area of available space. This can be used to attract past drivers and to develop promotional programs to attract students.
Opportunity: 1 The strong strength of the company provides conditions for our development; 2 convenient transportation and huge potential customer base; 3 good hardware and existing high-quality staff provide a wide range for our adjustment and development. Space.
Second, the target market analysis:
The target market is the most promising group of consumer groups. The clarity of the target market can avoid the waste of influence and make the advertisement targeted. Advertising without a target market is tantamount to "a blind rider."
The target market should have the following characteristics: it is a consumer who is interested in hotel products, has the ability to pay, and is also a consumer group with the ability of the hotel. The hotel should determine the target market as clearly as possible and conduct a detailed analysis of the target customers to better utilize the opportunities represented by the information in order to make the customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and the existing consumer behavior is predictable, service costs are low, prices are not as sensitive as new customers, and free word-of-mouth publicity is provided. Maintaining customer loyalty makes it impossible for competitors to compete for this part of the market while maintaining the stability of the hotel's workforce. Therefore, the integration of customer relationship marketing and customer loyalty can bring the following benefits to the hotel:
1. Get more customer share from existing customers. Loyal customers are willing to buy more products and services from hotels, loyal customers, spending two to four times as much as casual consumption, and as loyal customers grow in age, economic income increases, or the customer’s own business Growth, its demand will also grow further.
2. Reduce sales costs. Attracting new customers at the hotel requires a lot of expenses, such as various advertising inputs, promotion costs, and the time cost of understanding customers, but the cost of maintaining long-term relationships with existing customers is declining year by year. Although in the early days of establishing the relationship, the customer may have more problems with the products or services provided by the hotel, and the hotel needs to make certain investment. However, as the relationship between the two parties progresses, the customers become more and more familiar with the products or services of the hotel. It is also very clear about the special needs of customers, and the required relationship maintenance costs become very limited.
3. Win word-of-mouth publicity. For some of the more complex products or services offered by the hotel, new customers will feel a greater risk when making decisions, and they will often consult existing customers of the hotel. Older customers with higher levels of satisfaction and loyalty tend to have a decisive role, and their strong recommendations tend to be more effective than all forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, so that the hotel profits have improved.
4. Increased employee loyalty. This is an indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also create a long-term harmonious relationship between the hotel and its employees. In the process of providing services to satisfied and loyal customers, employees realize the realization of their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further enhances customer satisfaction and forms a virtuous circle.
According to our previous analysis combined with the current market conditions, we should target the main target customers to the general public and nearby college students, as well as past drivers, and then attract some middle- and high-income consumers. They have the following commonalities:
1) The income level or consumption ability is general, paying attention to affordable and clean, and the consumption to the hotel is generally to improve the life of friends and family or holidays.
2) There is no regular high spending power but there is an occasional desire to improve life.
3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer a stylish and stylish dining environment.
Third, the general marketing strategy:
1. “Upscale hotels of the people” – the unique culture is a magic weapon to attract consumers. We are positioning in culture. Although we position the hotel for low-income people and nearby college students, it does not mean to taste the hotel. And the quality of the products is reduced, we have to provide customers with high-quality catering products and quality services at low prices, and never use low quality for low prices, which is also a respect for customers. Carry out three-dimensional publicity, highlight the characteristics of the hotel, and let consumers have an understanding of Jinjie Hotel from the sensibility. Let consumers realize that what we offer to him is a place where he can afford to enjoy life. You can attract consumers in the newspapers for the environment and location of the hotel. Let customers get a kind of "honorable" satisfaction.
3. The use of strong advertising, such as newspapers, in order to cause a "sensational effect" as a strong sales, thereby attracting a large number of consumers to pay attention to establish awareness.
Fourth, XX annual action plan and strategy for implementing the program sales method:
1. Change the cuisine of the business. In the past, we mainly operated Cantonese cuisine and seafood. This year we can “fuzzle” the concept of cuisine. As long as customers like it, we can make popular dishes and make high-end dishes as needed. This way, our hotel has no special dishes. Otherwise, the popular dishes are not the same as the low-end dishes. Cantonese cuisine and seafood are generally expensive, and they are not suitable for ordinary people's tastes. Therefore, the potential for consumption is not great. When preparing the menu, we can choose the “essence” among the various cuisines. We choose the representative dishes and make appropriate adjustments according to changes in the market and the season. With these “essences”, we are adding a lot of popular dishes. In this way, we can give customers a lot of choices and adapt to the needs of people with different tastes.
2. Reduce the price of vegetables to attract customers. The price of vegetables has declined overall. Some high-end dishes can be expensive, most of them are high-quality and low-priced. The price of vegetables is low overall, but it also takes care of the requirements of high-consumption customers. Price Strategy 1 discount. 2. Lottery and boutique gift offers.
3. Provide low-cost and high-quality packages and fast food for ordinary people and students. The package is divided into different grades, but mainly based on the number of people, such as the 4-person package, the 6-person package, and the 8-person package. The higher the number, the lower the price, which can attract more people to consume. The main purpose is to win with benefits. The introduction of fast food for students is slightly higher than the student canteen, but the quality is higher than the canteen in the cafeteria. Transforming the hotel's surplus parking lot into an entertainment and leisure plaza, using an open-air form, four dining tables, so that students can casually chat, provide free karaoke, TV, and provide a variety of drinks.
4. Provide convenient and fast dining for drivers, free parking.
5. Provide wedding banquet and birthday banquet service to nearby residents.
6. Conduct promotional activities during the annual festival.
Advertising Strategy Hotel advertising is a means of advertising or promoting to a target consumer or public by purchasing the time, space or layout of a medium of communication. The significance of hotel advertising to the hotel is reflected in the following aspects: establishing an image for a hotel or hotel group and products, stimulating potential consumers to generate purchase motives and behaviors. In terms of influencing purchasing decisions, consumer perception has a very powerful power. When marketing enters a higher level or products have greater homogeneity, marketing is not a product war, but a war of perception. This is the case in the hotel market. But people's perceptions are not necessarily based on reality. Advertising is a useful tool for companies to correct perception and guide perception.
1. Market Positioning: It is a clear concept that occupies a specific part in the minds of consumers to influence their consumption intentions. Advertising appeal: Let you become the true God. 2. The principle and focus of advertising. a. : Quality comes from the guarantee of strength. b. The price that surprises you first will be heartbreaking if you don't act. c. Create a culture in advertising. 3. The focus of appeals a. Business image advertisement b. Product Impression Advertising: c. Promotional Advertising. 4. Implementation Method: 1 newspaper advertisement, advertising in the influential newspapers of this city 2 propaganda posters. 3 comprehensive posters. 4 company name flag, enhance the company's image. 5 on-site distribution of advertising Gifts.6 on-site sweepstakes and boutique gift offers.
V. Marketing budget 6. Evaluation and control
1. Annual plan control: The general manager is responsible for checking whether the plan indicators are realized, and measuring the achievement of the plan by conducting sales analysis, market share analysis, cost percentage analysis, customer attitude analysis and other ratio analysis. quality.
2. Profitability control: The marketing controller is responsible for controlling the profit or loss of the hotel by analyzing the product, sales area, target market, sales channels and predetermined number.
Strategic Control: Responsible for marketing executives and hotel commissioners, check the marketing list to check whether the hotel captures the best marketing opportunities, check the product, market, overall sales and overall marketing activities.
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