关于酒店市场营销相关知识概念之三！

关于酒店市场营销相关知识概念之三！  
  1、社会营销导向
    20世纪70年代以来，人类社会的发展面临了一系列的问题：人口激增，日益严重的环境污染，资源过度开发，高度通货膨胀等，给社会和经济的发展带来了严重的影响。人们越来越清楚地认识到保护环境与节约资源的重要性，社会营销观念就是在这样一种情形下应运而生的。
    这以观念认为，置身于社会系统之中的酒店，在追求企业的经济效益的同时，必须使自己的行为符合整个社会与经济发展的需要，必须为整个社会的发展作出贡献。酒店应兼顾客、酒店、社会三者的效益。
    目前，很多酒店在这些方面进行了相应的调整。如有些酒店为了减少森林的砍伐而节约纸张，使用再生纸做的卫生纸；有些酒店在客房里放置小册子，宣传保护环境与资源的日常方法，如为节约水资源而减少棉织品的洗涤次数，取消一次性牙具等；组织员工参加植树活动等等。
    以上介绍了酒店市场经营观念的演变。目前，我国酒店业已经广泛地接受了营销导向和社会营销导向这两种经营观念，并用它来指导酒店的经营和管理，提升了产品的质量，提高了服务的水准。
  2、营销导向
    营销导向的出现和以下背景有关：科学技术飞速发展，生产率空前提高，市场竞争激烈加剧，消费者的需求日益多元化和个性化，导致供过于求或供求不对路，整个市场变成卖方市场。单纯的推销努力并不能保证客人满意，增加销售量；相反，由于供过于求，竞争者各显神通，客人面临越来越多的选择，他们常常可以从容不迫地挑选最能满足自己需求的酒店。在这种情况下，酒店只有按客人的需求组织生产、销售，采取比竞争对手更有效的措施，才能满足客人的需求。
    营销观念认为，“客人需要什么，酒店就生产什么，销售什么”，满足顾客需要是酒店最优先考虑的事。酒店营销者首先考虑的不是有什么可供销售，而是客人对酒店有哪些需要。了解客人需求，努力满足客人的需求，酒店才能在激烈的市场竞争中站稳脚跟，获得发展。因此，“顾客至上”、“顾客永远是对的”等理念广为流传，深入人心。
    我国酒店业进入20世纪90年代后，酒店市场出现了供大于求的局面，酒店逐渐开始综合运用多种营销手段，了解客人的需求，从客人的需求出发，改造旧产品，开发新产品，提高产品质量，以满足客人的需求。市场营销观念与方法开始为酒店业所认可，酒店的市场行为也从简单的销售向调查、研究、预测市场的需求，设计自己的产品和调整自己的产品结构，确定目标市场和促销策略，预测未来潜在市场并进行先期培育，注重客人对酒店产品质量的反映，注重售后服务。
    在酒店市场营销经营观念的演变中，营销导向观念的出现是一场真正的革命，营销导向观念是一种现代市场经营观念，要求酒店首先关心的是顾客需求，以销定产，根据顾客需求调整产品，改进服务。与此相反，传统市场经营观念（生产导向、产品导向、推销导向）则认为生产第一，以产定销，要求酒店优先考虑生产足够多的产品以满足市场需求，或设法为自己已经生产出来的产品找到顾客。现代市场经营观念和传统市场经营观念存在着本质的区别。
    Knowledge of hotel marketing concept!
 
  1, social marketing-oriented
    Since the 1970s, the development of human society is facing a series of problems: rapid population growth, the increasingly serious environmental pollution, resource over-exploitation of a high degree of inflation poses a serious impact to the social and economic development. People

More and more clearly recognize the importance of environmental protection and resource conservation, social marketing concept came into being in such a case.
    This notion that exposure to the social system into the hotel, in the pursuit of economic efficiency of enterprises, must conform their conduct to the needs of the entire social and economic development must contribute to the development of society as a whole. The hotel should be concurrently

Customers, hotels, social three benefits.
    At present, many hotels in these areas were adjusted accordingly. In order to reduce deforestation, such as some hotels and save paper, using recycled toilet paper; some hotels are placed in the room brochure, promoting the protection of the environment and resources

Routine methods, such as conservation of water resources and reduce the number of washing cotton goods, the abolition of one-time dental equipment, etc.; employees to participate in tree planting activities.
    The above describes the evolution of the concept of hotel market operators. At present, China's hotel industry has been widely accepted business concept of marketing orientation and social marketing orientation, and use it to guide the operation and management of the hotel to enhance the quality of the product.

Improve the level of service.
  2, the marketing-oriented
    The emergence of marketing-oriented and the following background: the rapid development of science and technology, productivity higher than ever before, the intense market competition intensifies, consumer demand for an increasingly diverse and personalized, leading to oversupply or supply and demand in the wrong way, the entire market into

A seller's market. Simple marketing efforts and can not guarantee guest satisfaction, increase sales; the contrary, due to an oversupply of competitors recount guests facing more and more choices, they often can take time to select that best meet their own needs

Ask the hotel. In this case, the hotel is only according to the needs of the guests to organize production, sales, to take more effective measures than their competitors in order to meet the needs of guests.
    The marketing concept that, "guests need, hotel on the production, sales, and meet customer needs, the hotel a top priority. Hotel marketers first consider what is not available for sale, but guests of the hotel

Needs. Understanding of guest needs, and strive to meet the needs of the guests, the hotel in order to gain a firm foothold in the fierce market competition, access to development. Thus, the "customer first", "the customer is always right" concept is widely spread, deeply rooted.
    China's hotel industry into the 1990s, the hotel market oversupply, the hotel began to gradually integrated the use of a variety of marketing tools and understand the needs of guests, guests' needs, transforming the old products and develop new products,

Improve product quality, to meet the needs of the guests. Concepts and methods of marketing for the hotel industry recognized hotel market behavior from simple sales to the investigation, research, forecasting market demand, to design their own products and to adjust their production

Product structure, target marketing and promotional strategies, and forecast the future potential market and pre-nurturing, focus on the reflection of the guests of the hotel product quality, focus on service.
    In the evolution of the business concept of the hotel market, the emergence of the concept of marketing orientation is a real revolution, the concept of marketing orientation is a modern concept of market operators, hotel first concern is customer demand, market ability, according to customer needs

Adjust the product, and improve service. In contrast, the traditional concept of market operation (production-oriented, product-oriented, marketing-oriented) that production of the first hotel priority to produce enough products to meet market demand, or a medical insurance reform,

Method to find customers for the products they have produced. The modern concept of market operators and the traditional concept of market operators are essentially different.
(The era of China by the Shenzhen VI design www.hotelcis.com [and] to provide reproduced please specify source)