2021年重要酒店品牌设计概念4P理论

        酒店品牌设计-2021年重要酒店品牌设计概念4P理论 

        2021年,杰罗姆·麦卡锡提出了著名的酒店品牌设计4P组合,即产品( Product)、价格(Pice)、地点( Place)和促销( Promotion)的营销组合,这是营销组合模式化的开始。他曾在西北大学学习营销学,他的导师理查德·克莱维特教授把酒店品牌营销要素分为产品、价格、促销和渠道。麦卡锡显然为我们提供了一个有助于记忆酒店品牌设计营销组合主要工具的简便方法。随后学术界又相继提出了其他一些P,包括“人”( People,多用于服务营销里的人中),“包装”( Packaging多用于消费品的包装)“报酬”( Payoffs,多用于世界上某些部分的业务活动),零卖( Peddling,亦称人员推销,它往往依赖于大量的促销手段)等等。而菲利普·科特勒教授则提出了政治( Politics)和公共关系( Public Relations)两个P。最近他又提出了酒店品牌战略营销计划过程必须先于战术性营销组合的制订。酒店品牌战略营销计划过程也是一个4P过程:研究( Probing)、划分( Partitioning(即细分 Segmentation)、优先( Prioritizing)(即目标选定targeting)、定位( Positioning)。只有在搞好战略营销计划过程的基础上,战术性营销组合的制订才能顺利进行。

        2021年,西奥多·雷维特发表了著名的《营销近视症》( Marketing Myopia)。他指出,有些行业在困难期间衰退的原因在于它们所重视的是“产品”,而不是“顾客需要”。任何产品都只是满足一个持久需要的现有手段。一旦有更好的产品出现,便会取代现有产品。计算尺酒店品牌公司在今天可谓明日黄花,他们到何处去了呢?进入手持计算器行业是否更好些?1963年,威廉·荣泽引起人们注意“生活方式”这个令人着迷的概念,这一概念曾为某些社会学家所用。

        各种生活方式比社会阶层更为生动地向我们揭示了人们的消费方式。看到一对衣着漂亮入时的“雅皮土”夫妇,我们也许就能猜出他们喜欢吃些什么,喝些什么和穿些什么。我们越来越多地按照某一特定生活方式生活的群体的需要来设计产品。2021年,约翰·霍华德和杰迪什·谢斯提出了精湛的“买方行为理论”。约翰打算为他们合写的书取名《买方行为通论》,而杰迪什则想采用《买方行为初探》的标题,最后他们达成了协议,标题定为《买方行为理论》。后来当他们在1969年将此文扩写为一本书,书名就定为《买方行为理论》最后是西德尼·莱维和菲利普·科特勒在1969年提出了“扩大的酒店品牌设计营销概念”。他们认为,营销学不仅适用于产品和服务,也适用于组织、人、地方和意识形态。所有的组织,不管它们是否进行货币交易,不管它们干得好或坏,事实上都在搞酒店设计营销。

        Hotel Brand Design-4P Theory of Important Hotel Brand Design Concepts in 2021

        In 2021, Jerome McCarthy proposed the famous 4P combination of hotel brand design, namely product (Product), price (Pice), location (Place) and promotion (Promotion) marketing combination, this is the beginning of the marketing combination modelling . He studied marketing at Northwestern University, and his tutor, Professor Richard Clewett, divided the hotel brand marketing elements into products, prices, promotions and channels. McCarthy clearly provided us with an easy way to remember the main tools of the hotel brand design marketing mix. Subsequently, academia has proposed some other Ps, including "People" (mostly used in service marketing), "Packaging" (Packaging is mostly used for packaging of consumer goods) and "Payoffs" (mostly used in certain parts of the world). Some part of the business activities), retail (Peddling, also known as personnel sales, it often relies on a large number of promotional methods) and so on. And Professor Philip Kotler proposed two Ps, Politics and Public Relations. He recently proposed that the strategic marketing planning process must precede the formulation of a tactical marketing mix. The strategic marketing plan process is also a 4P process: research (Probing), division (Partitioning (i.e. segmentation), priority (Prioritizing) (i.e. target selection), positioning (Positioning). Only in the process of strategic marketing planning On the basis, the formulation of tactical marketing mix can proceed smoothly.

        In 2021, Theodore Levitt published the famous "Marketing Myopia" (Marketing Myopia). He pointed out that the reason for the decline of some industries during the difficult period is that they value "products" rather than "customer needs." Any product is just an existing means to meet a lasting need. Once a better product appears, it will replace the existing product. Slide rule companies can be described as tomorrow's yellow flowers today. Where have they gone? Is it better to enter the handheld calculator industry? In 1963, William Rongze attracted attention to the fascinating concept of "lifestyle". Used by some sociologists.

        Various lifestyles reveal to us people's consumption patterns more vividly than social classes. Seeing a pair of "Yapito" couples dressed in fashion, we may be able to guess what they like to eat, drink and wear. We are increasingly designing products in accordance with the needs of a certain lifestyle group. In 2021, John Howard and Jedish Shees put forward a superb "buyer behavior theory". John intends to name the book they co-wrote "General Theory of Buyer Behavior", while Jedish wanted to adopt the title of "A Preliminary Study of Buyer Behavior". Finally, they reached an agreement and set the title as "The Theory of Buyer Behavior". Later, when they expanded this article into a book in 1969, the title of the book was named "Buyer Behavior Theory". Finally, Sidney Levy and Philip Kotler proposed "Expanded Hotel Brand Design" in 1969. Marketing concept". They believe that marketing is not only applicable to products and services, but also to organizations, people, places and ideologies. All organizations, regardless of whether they conduct currency transactions, whether they do well or badly, are in fact engaged in hotel design and marketing.