關(guān)于酒店市場(chǎng)營(yíng)銷概念相關(guān)知識(shí)之二！
  1、產(chǎn)品導(dǎo)向
   產(chǎn)品觀念的出現(xiàn)與生產(chǎn)力的發(fā)展緊密相連。由于生產(chǎn)規(guī)模的擴(kuò)大和生產(chǎn)率的提高，酒店市場(chǎng)供求趨于緩和，酒店經(jīng)營(yíng)者的注意力由關(guān)注客房的數(shù)量、餐廳容量此類產(chǎn)品數(shù)量的問題，漸漸轉(zhuǎn)移到提高產(chǎn)品的質(zhì)量上。這中觀念主要認(rèn)為：客人喜歡良好的設(shè)施和優(yōu)質(zhì)的服務(wù)，酒店產(chǎn)品好，不怕賣不了。“好酒不怕巷子深”、“一招鮮吃遍天”就是這種觀念的反映。因?yàn)榫频旯ぷ鞯某霭l(fā)點(diǎn)就是向客人提供好的設(shè)施和優(yōu)質(zhì)的服務(wù)。
    相對(duì)于生產(chǎn)導(dǎo)向觀念，產(chǎn)品導(dǎo)向觀念的出現(xiàn)，無疑是一種明顯的進(jìn)步。就客人而言，滿足了他們對(duì)產(chǎn)品質(zhì)量的要求，客人購買酒店產(chǎn)品，最基本的想法一是可以休息，二是可以用餐。酒店若能提供良好的設(shè)施和優(yōu)質(zhì)的服務(wù)，客人客人一般會(huì)感到滿意。從這個(gè)意義來說，產(chǎn)品導(dǎo)向觀念不能說已經(jīng)完全過時(shí)。
   然而，產(chǎn)品導(dǎo)向觀念的最大不足之處在于，如果酒店市場(chǎng)營(yíng)銷經(jīng)營(yíng)者僅僅關(guān)注酒店設(shè)施和服務(wù)質(zhì)量的提高，就會(huì)忽視對(duì)客人需要的了解與研究。事實(shí)上，客人的需求千差萬別，不斷變化，客人購買酒店產(chǎn)品的目的并不僅是局限上滿足于較高再好，若不考慮客人需求，也是無的放矢。從而使酒店的產(chǎn)品不能適應(yīng)變化的市場(chǎng)需求，不能更好地滿足客人的需求。
    以產(chǎn)品觀念作為經(jīng)營(yíng)思想的酒店往往只考慮產(chǎn)品本身，例如，客房的整潔，飲食的質(zhì)量等。隨著酒店的不斷興建，床位數(shù)增加，以及酒店間競(jìng)爭(zhēng)逐漸激烈，即使產(chǎn)品質(zhì)量很好，也不一定會(huì)有太高的市場(chǎng)占有率。
 2、推銷導(dǎo)向
    推銷導(dǎo)向觀念的流行，是由于酒店數(shù)量增多，設(shè)施的改善，服務(wù)質(zhì)量的提高，酒店市場(chǎng)競(jìng)爭(zhēng)的加劇，酒店產(chǎn)品出現(xiàn)供過于求，賣方市場(chǎng)想買方市場(chǎng)轉(zhuǎn)變。面對(duì)這些變化，為了在競(jìng)爭(zhēng)中取勝，酒店經(jīng)營(yíng)者不得不重視產(chǎn)品的銷售。這種關(guān)奶奶認(rèn)為，客人不會(huì)主動(dòng)購買商品，而需要通過推銷等刺激因素的作用才能誘使其實(shí)現(xiàn)購買行為，其口號(hào)為“酒店推銷什么，客人就買什么”為此，酒店一方面增加設(shè)施、改進(jìn)服務(wù)，一方面成立銷售部，組織專門的銷售人員從事專職的市場(chǎng)銷售工作，是一種巨大的進(jìn)步。酒店經(jīng)營(yíng)的實(shí)踐表明：是否有專人做銷售，經(jīng)營(yíng)的效果大不相同。
    但是，推銷導(dǎo)向觀念和生產(chǎn)導(dǎo)向觀念、產(chǎn)品導(dǎo)向觀念一樣，忽略了市場(chǎng)需求的變化，都是圍繞產(chǎn)品這個(gè)中心做文章。推銷的努力主要是出于酒店自身利益的考慮：如果不加強(qiáng)推銷，商品銷售率低，營(yíng)業(yè)收入低，就會(huì)影響酒店的正常運(yùn)轉(zhuǎn)。推銷導(dǎo)向并沒有把客人的需要放到最重要的位置上來考慮。推銷人員也許四處奔走，但是他們沒有做過周密的市場(chǎng)調(diào)研，不了解顧客的真實(shí)需要，因此他們的努力并不能保證給酒店帶來更多的客源和利潤(rùn)。
  Knowledge of hotel marketing concept!
  1, product-oriented
   Closely linked to the emergence of product concepts and development of productive forces. Due to the expansion of production scale and productivity improvements, the hotel market supply and demand is easing, the number of attention from hoteliers concerned about the rooms, restaurant capacity the number of such products to ask

Title, and gradually shifted to improve the quality of the product. This in concept: guests like good facilities and quality services, hotel product, not afraid not sell. "Good wine needs no bush," a fresh recruit eat day "is this concept of

Reflected. Because the starting point of the hotel work is to provide good facilities and quality service to the guests.
    Production-oriented concepts, the emergence of the concept of product-oriented, no doubt is a clear step forward. Guests, to meet the requirements of their product quality, customers to buy hotel products, the basic idea first, rest, and second, can

To dine. Hotel if we provide good facilities and excellent service, guests guests will normally be satisfied with. In this sense, product-oriented concepts can not be completely obsolete.
   However, the inadequacies of the product-oriented concept is that hoteliers focus only on improving the quality of hotel facilities and services, it will ignore the guests need to know and research. In fact, the guests' needs vary widely, changing

The purpose of the guests to buy hotel products is not just confined to meet the higher no matter how good, without considering the needs of guests, but also pointless. So that the hotel product can not adapt to changing market needs, to better meet the needs of guests.
    The product concept as the hotel business ideas often only consider the product itself, for example, the cleanliness of the rooms, the quality of the food. With the continuous construction of the hotel, the number of beds increase, and gradually fierce competition among hotels, even if the products of good quality

Not necessarily have high market share.
 2, the marketing-oriented
    The popularity of market-oriented concepts, is due to an increase in the number of hotels, improvement of facilities, improving the quality of service, the hotel market competition intensifies, the hotel product oversupply, a seller's to buyer's market transition. Faced with these changes, in order to

Win in the competition, hoteliers have to attach importance to product sales. This relationship grandmother that guests will not take the initiative to purchase goods, and need to sell the role of stimuli in order to induce to achieve the purchasing behavior, its slogan "Hotel Marketing

Guests on what to buy "To this end, the hotel on the one hand increase the facilities, improve services, on the one hand, the establishment of a sales department, the organization of specialized sales staff to engage in full-time sales and marketing, is a tremendous step forward. Hotel business practice shows that: be

No staff to do the sales, operating results to differ materially.
    However, market-oriented concept and production-oriented concept, the concept of product-oriented, ignoring the changes in market demand, are focusing on product center to make a fuss. Marketing efforts out of the hotel's own interests to consider: If you do not strengthen

Marketing, merchandise sales are low, low operating income, will affect the normal operation of the hotel. Marketing-oriented and not up to consider the needs of the guests on the most important position. Sales personnel may be everywhere, but they have not done a thorough market

Research, do not understand the real needs of the customer, so their efforts can not guarantee to bring more tourists and profits to the hotel.