關(guān)于酒店市場營銷相關(guān)知識概念之三！  
  1、社會營銷導(dǎo)向
    20世紀(jì)70年代以來，人類社會的發(fā)展面臨了一系列的問題：人口激增，日益嚴(yán)重的環(huán)境污染，資源過度開發(fā)，高度通貨膨脹等，給社會和經(jīng)濟(jì)的發(fā)展帶來了嚴(yán)重的影響。人們越來越清楚地認(rèn)識到保護(hù)環(huán)境與節(jié)約資源的重要性，社會營銷觀念就是在這樣一種情形下應(yīng)運(yùn)而生的。
    這以觀念認(rèn)為，置身于社會系統(tǒng)之中的酒店，在追求企業(yè)的經(jīng)濟(jì)效益的同時，必須使自己的行為符合整個社會與經(jīng)濟(jì)發(fā)展的需要，必須為整個社會的發(fā)展作出貢獻(xiàn)。酒店應(yīng)兼顧客、酒店、社會三者的效益。
    目前，很多酒店在這些方面進(jìn)行了相應(yīng)的調(diào)整。如有些酒店為了減少森林的砍伐而節(jié)約紙張，使用再生紙做的衛(wèi)生紙；有些酒店在客房里放置小冊子，宣傳保護(hù)環(huán)境與資源的日常方法，如為節(jié)約水資源而減少棉織品的洗滌次數(shù)，取消一次性牙具等；組織員工參加植樹活動等等。
    以上介紹了酒店市場經(jīng)營觀念的演變。目前，我國酒店業(yè)已經(jīng)廣泛地接受了營銷導(dǎo)向和社會營銷導(dǎo)向這兩種經(jīng)營觀念，并用它來指導(dǎo)酒店的經(jīng)營和管理，提升了產(chǎn)品的質(zhì)量，提高了服務(wù)的水準(zhǔn)。
  2、營銷導(dǎo)向
    營銷導(dǎo)向的出現(xiàn)和以下背景有關(guān)：科學(xué)技術(shù)飛速發(fā)展，生產(chǎn)率空前提高，市場競爭激烈加劇，消費者的需求日益多元化和個性化，導(dǎo)致供過于求或供求不對路，整個市場變成賣方市場。單純的推銷努力并不能保證客人滿意，增加銷售量；相反，由于供過于求，競爭者各顯神通，客人面臨越來越多的選擇，他們常常可以從容不迫地挑選最能滿足自己需求的酒店。在這種情況下，酒店只有按客人的需求組織生產(chǎn)、銷售，采取比競爭對手更有效的措施，才能滿足客人的需求。
    營銷觀念認(rèn)為，“客人需要什么，酒店就生產(chǎn)什么，銷售什么”，滿足顧客需要是酒店最優(yōu)先考慮的事。酒店營銷者首先考慮的不是有什么可供銷售，而是客人對酒店有哪些需要。了解客人需求，努力滿足客人的需求，酒店才能在激烈的市場競爭中站穩(wěn)腳跟，獲得發(fā)展。因此，“顧客至上”、“顧客永遠(yuǎn)是對的”等理念廣為流傳，深入人心。
    我國酒店業(yè)進(jìn)入20世紀(jì)90年代后，酒店市場出現(xiàn)了供大于求的局面，酒店逐漸開始綜合運(yùn)用多種營銷手段，了解客人的需求，從客人的需求出發(fā)，改造舊產(chǎn)品，開發(fā)新產(chǎn)品，提高產(chǎn)品質(zhì)量，以滿足客人的需求。市場營銷觀念與方法開始為酒店業(yè)所認(rèn)可，酒店的市場行為也從簡單的銷售向調(diào)查、研究、預(yù)測市場的需求，設(shè)計自己的產(chǎn)品和調(diào)整自己的產(chǎn)品結(jié)構(gòu)，確定目標(biāo)市場和促銷策略，預(yù)測未來潛在市場并進(jìn)行先期培育，注重客人對酒店產(chǎn)品質(zhì)量的反映，注重售后服務(wù)。
    在酒店市場營銷經(jīng)營觀念的演變中，營銷導(dǎo)向觀念的出現(xiàn)是一場真正的革命，營銷導(dǎo)向觀念是一種現(xiàn)代市場經(jīng)營觀念，要求酒店首先關(guān)心的是顧客需求，以銷定產(chǎn)，根據(jù)顧客需求調(diào)整產(chǎn)品，改進(jìn)服務(wù)。與此相反，傳統(tǒng)市場經(jīng)營觀念（生產(chǎn)導(dǎo)向、產(chǎn)品導(dǎo)向、推銷導(dǎo)向）則認(rèn)為生產(chǎn)第一，以產(chǎn)定銷，要求酒店優(yōu)先考慮生產(chǎn)足夠多的產(chǎn)品以滿足市場需求，或設(shè)法為自己已經(jīng)生產(chǎn)出來的產(chǎn)品找到顧客。現(xiàn)代市場經(jīng)營觀念和傳統(tǒng)市場經(jīng)營觀念存在著本質(zhì)的區(qū)別。
    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.yase884.cn [and] to provide reproduced please specify source)