国际VI设计的国际性酒店，马里奥特的市场选择！

国际VI设计的国际性酒店，马里奥特的市场选择！
    马里奥特（Marriott）又译“万豪”。马里奥特国际股份公司是一家国际VI设计性酒店公司，其主要业务是经营管理直属的酒店和特许联营的酒店。
    20世纪70年代，马里奥特公司所经营的饭店业都是高档次的，主要面向上流社会和商人。因此，公司的饭店都拥有设备齐全的会议大厅和豪华餐厅，许多商界、政界、文娱界的重大集会都选择在马里奥特公司的饭店举行。这些饭店大多集中在波士顿、纽约、洛杉矶等大城市。随着航空业的发达，马里奥特公司又逐渐在机场附近营建反饭店。在整个70年代，公司在饭店发展上共投资30亿美元，客房数以平均每年增加17%的速度急剧上升。
    当70年代末期出现经济衰退的现象时，马里奥特公司在饭店业上的发展步伐出现了短暂的停顿。为保险起见，公司在饭店业投资上持观望态度，而把资金转向餐饮业买下了著名的吉诺连锁餐饮公司。后来，马里奥特又买进了在机场经营食品、饮料和其他商品的霍斯特国际公司，成为该行业中最大的公司。
    在观望了几年后，发现单凭高档饭店难以维持当年17%的客房增长速度。而从报纸上看，顾客似乎对中档饭店的服务充满抱怨的情绪。马里奥特决定闯入潜力巨大、困难与机遇同样多的中档饭店市场。他专门组织了一个市场调查小组，赋予他们的任务是：准确查出顾客为什么花钱不多还抱怨？为了省钱他们到底愿意放弃哪些服务待遇？
    经过3年市场调查后，马里奥特公司在1983年推出了中档旅馆“庭院饭店”。第一庭院饭店建在亚特兰大。整个饭店为两层小楼，共有150间房间。饭店中没有侍者、没有房间服务、没有大型会议室和宴会厅，有得是高档豪华的客房、精美优惠的自助餐。
    在经济衰退。行业竞争加剧的情况下，马里奥特采取的另一项加快公司发展速度的方法是放弃对大多数饭店的所有权。从1982年起，马里奥特公司在新建成每座饭店，立即出售该饭店，但买方必须同意由马里奥特公司派人负责经营管理。比尔认为这种方法可以加快公司利润的增长速度、减少投资风险，同时比将经营权出租给特许承包商的做法更能保证经营质量。
    庭院饭店的成功，给马里奥特公司饭店业注入了活力，同时也带来了新的启示：顾客更注重在舒适的环境中自由自在的生活，问不需要饭店强加的服务、故此，马里奥特公司在80年代中期有打入了豪华公寓市场。
    就在这些新饭店、新公寓红红火火地发展之际，比尔又组织了一次新的市场调查，开始对老龄化问题日益出的社会现状进行研究。经过数年调查后，马里奥特公司着手兴建“老年社区”，目标顾客是那些无人照料的退休老人。以前，这类老年服务都被一些福利性非营利性组织所经营，但由于资金不足、条件有限，许多老人得不到很好的照顾，更多的老人无缘进入其中。而营利性、公寓性的老年社会解决了这些矛盾，经1988年试营业后大受欢迎。为此，比尔宣布：马里奥特公司将在90年代中建成150个老年社区。

VI design, international hotels, the Marriott's market choice! Marriott (Marriott), translated as "Marriott". Marriott International AG is an international hotel company whose principal business is directly under the hotel management and franchise affiliated hotels.
    In the 1970s, operated by Marriott hotel industry are high-end, mainly for high society and businessmen. Therefore, the company's hotel has a fully equipped conference hall and luxury dining, many businessmen, politicians, civic sector, major rallies are held at the Marriott Hotel. These hotels are mostly concentrated in big cities such as Boston, New York, Los Angeles. With the advances in the aviation industry, Marriott near the airport construction anti-hotel. Hotel development throughout the 1970s, the company invested a total of $ 3 billion, the number of rooms to the average annual increase of 17% of the speed of a sharp rise.
    In the late 1970s the phenomenon of economic recession, Marriott has a brief pause in the pace of development in the hotel industry. For insurance purposes, the company adopted the attitude of the hotel industry investment funds turned to food and beverage industry has bought the famous Gino restaurant chain. Later, Marriott bought Horst international companies operating at the airport, food, beverages and other goods to become the largest companies in the industry.
    Wait a few years later, alone high-end hotel is difficult to maintain the growth rate in year 17% of the rooms. The newspaper, the customer seems to services for mid-range hotel full of complaining about the emotional. Marriott decided to break into a huge potential difficulties and opportunities as more mid-range hotel market. He specialized in organizing a market research group, the mandate entrusted to them is: to accurately find out why customers spend much money but also complain about? Treatment of which services to save money in the end they are willing to give up?
    After three years of market research, the Marriott Corporation in 1983 launched a mid-range hotel "Courtyard Hotel. The first Courtyard Hotel was built in Atlanta. The whole hotel for a two-story, a total of 150 rooms. No waiter in the hotel, there is no room service, large conference rooms and banquet halls, something luxury rooms, beautiful discount buffet.
    During the recession. In the case of industry competition, the Marriott to take another one to accelerate the speed of development of the company to give up ownership of most hotels. Since 1982, Marriott has built in the new Tower Hotel, and immediately sell the hotel, but the buyer must agree to send someone responsible for the management by Marriott. Bill that this approach can speed up the growth rate of corporate profits, reducing investment risk to the practice of licensed contractors can better ensure the quality of business than the right to operate rental.
    The success of the Courtyard Hotel, Marriott hotel industry has injected vitality, it also brings a new revelation: the customers pay more attention to live in freedom in a comfortable environment, and asked the service does not require hotel-imposed, therefore, Mario special company into the luxury apartment market in the mid-1980s.
    In these new hotels, new apartments booming development, Bill has organized a new market research, start growing out of the current social situation on the problem of aging research. After several years of investigation, the Marriott has started construction of the elderly community, target customers are those unattended retired elderly. Previously, these elderly services are operated by some of the welfare non-profit organization, but due to lack of funds are limited, and many older people are not well cared for, more elderly people moved into which. For-profit, apartments, elderly community to resolve these contradictions, popular after the trial operation by 1988. To this end, Bill announced that 150 elderly community: Marriott company will be built in the 1990s.