酒店市场营销要选择什么样的模式来衡量目标市场？
1.无差异市场营销模式
无差异营销模式是指
酒店市场营销将产品的整个市场视为一个目标市场，用单一的营销模式开拓市场，即用一种产品和一套营销方案吸引尽可能多的购买者。无差异营销模式只考虑消费者或用户在需求上的共同点，而不关心他们在需求上的差异性。
这种策略的优点在于：酒店可以大规模销售，简化分销渠道，相应地节省市场调研和广告宣传的经费开支，使平时成本降低。
其局限性在于：不能完全满足消费者的差异性需求。随着社会经济情况、生活方式以及个人兴趣的不断变化，对酒店产品的需求多样化，单一的市场策略不易吸引消费者。
2.差异性市场营销模式
差异性市场营销模式是将整体市场划分为若干细分市场，针对每一个细分市场制定一套独立的营销方案。比如，酒店针对不同性别、不同收入水平的消费者推出不同组合、不同价格的产品，并采用不同的广告主题来宣传这些产品，就是采用的差异性营销模式。
差异性营销模式的优点是：小批量、多品种，生产机动灵活、针对性强，使消费者需求更好地得到满足，由此促进产品销售。另外，由于酒店是在多个细分市场上经营，一定程度上可以减少经营风险；一旦酒店在几个细分市场上获得成功，将有助于提高酒店的形象及提高市场占有率。
差异性营销模式的不足之处主要体现在两个方面：一是增加营销成本。由于产品品种多，管理和存货成本将增加-由于酒店必须针对不同的细分市场发展独立的营销计划，会增加酒店在市场调研、促销和渠道管理等方面的营销成本。二是可能使酒店的资源配置不能有效集中，顾此失彼，甚至在酒店内部出现彼此争夺资源的现象，使拳头产品难以形成优势。
3.集中性市场营销模式
实行差异性营销模式和无差异营销模式，酒店均是以整体市场作为营销目标，试图满足所有消费者在某一方面的需要。集中性营销模式则是集中力量进入一个或少数几个细分市场，实行专业化生产和销售。实行这一模式，酒店不是追求在一个大市场角逐，而是力求在一个或几个子市场占有较大份额。
集中性目标市场策略往往适合资源能力有限或者资源独特的中小型酒店。他们在整体市场上很难取得竞争优势，因而力图在较小市场范围取得较高的市场占有率。
采取这种策略的突出优点在于：能充分发挥酒店资源优势，使酒店在特定市场上具有较强的竞争能力。由于经营范围针对性强，容易形成产品与经营特色，从而有利于扩大酒店在特定细分市场上的知名度和垄断利润。
其局限性主要表现在：酒店过分依赖较小市场，具有较大的风险性。由于市场面窄，一旦需求发生变化，企业会出现危机。
Hotel marketing to choose what kind of model to measure the target market?
No difference in marketing mode
Differentiated marketing model means the hotel will be the product of the entire market as a target market, open up the market with a single mode of marketing a product and a marketing program to attract as many buyers. Differentiated marketing model
Consider only the common consumer or user on demand, without regard to their differences in demand.
The advantage of this strategy is: The hotel can be large-scale sales, simplify distribution channels, the corresponding savings in market research and advertising expenses incurred, so that usually reduce the cost.
Its limitations are: not fully meet the consumer differences in demand. With the changing socio-economic situation, lifestyle and personal interests, diversification of demand for hotel products, a single marketing strategy is not easy to attract the elimination
The Fei those.
Differences in marketing mode
The difference between marketing model is the overall market is divided into a number of market segments, to develop a separate set of marketing programs for each segment. For example, the hotel introduced for consumers of different genders, different income levels
The combination of the products of different prices and different advertising theme to promote these products, that is, using the differences in marketing mode.
Differences in marketing mode advantages are: small quantity and variety, the production of flexible, targeted, consumer demand to be met, and thus to promote product sales. In addition, the hotel is on the multiple market segments by
Camp, to a certain extent can reduce the operational risks; hotels in several market segments, will help to improve the hotel's image and increase market share.
The inadequacies of the difference between marketing model is mainly reflected in two aspects: firstly, to increase marketing costs. More varieties of products, management and inventory costs will increase - due to the hotel must be developed for different market segments, independent of the marketing dollars
Program will increase the cost of hotel marketing in market research, promotion and channel management. Can not effectively concentrate, a loss may make the hotel the allocation of resources, even in the hotel internal competition for resources with each other, so that the boxing
The first product is difficult to form an edge.
Concentrated marketing model
A differentiated marketing model and differentiated marketing model, the hotel is the overall market as a marketing target, trying to meet the needs of all consumers in a particular aspect of. Centralized marketing model is to concentrate our efforts into one or a few
Several market segments, the implementation of specialized production and sales. The implementation of this model, the hotel is not the pursuit of competing in a big market, but instead sought a larger share in one or several sub-markets.
The concentration of the target market strategy is often suitable for limited resource capacity or unique resource for small and medium hotels. Difficult to gain a competitive advantage in the overall market, thus trying to achieve a higher market share in a smaller market area.
Highlight the advantages of this strategy: give full play to the hotel advantages in resources, making the hotel to have a strong competitive ability in a particular market. Easy to form the product and the operating characteristics of the targeted business scope, and thus favorable
On expanding the visibility and monopoly profits of the hotel on the specific market segments.
Its limitations: the hotel over-reliance on a smaller market, with greater risk. Once the demand for changes in the market is narrow, corporate crisis.
