酒店產(chǎn)品在各生命周期階段的增長期、成熟期、衰退期所不同特點及應(yīng)采取的營銷策略。
    酒店產(chǎn)品在生命周期各階段具有不同的特點，只有了解各階段的特點才能采取相應(yīng)的營銷策略，取得營銷成功。生命周期各階段的特征，主要從產(chǎn)品的銷售量、價格、成本、利潤四個角度去觀察。
導入期的營銷策略：
    營銷策略往往運用價格作為手段，導入期常常采用以下四種營銷策略：
1.快速撇脂策略
    快速撇脂，就是采取搞定價、高促銷的方式，使產(chǎn)品在短時期內(nèi)建立市場知名度，以吸引那些對新產(chǎn)品好奇的消費者的購買欲望，快速收回投資并從中獲利。
2.緩慢撇脂策略
    緩慢撇脂，就是采取高定價、低促銷的方式。這種方式是抬高價以獲得較高的市場定位，但少進行促銷，節(jié)省宣傳促銷費用，等待市場慢慢接受產(chǎn)品，因此獲利時間較長。
3.快速滲透策略
    快速滲透，就是采取低定價、高促銷的方式。這種策略迎合了消費者的利益，同時開展大量的宣傳促銷，所以能在最快的時間內(nèi)，得到大量消費者的接受，迅速占領(lǐng)市場。然后隨著銷量的增加，生產(chǎn)規(guī)模的擴大，可以降低單位成本，提高生產(chǎn)效率，取得規(guī)模效益。
4.緩慢滲透策略
    緩慢滲透，就是采取低定價、低促銷的方式。產(chǎn)品以低價問世，也很少采用促銷手段，依靠產(chǎn)品自身的物美價廉獲得市場的認可，從而逐步滲透，擴大市場。
（一）酒店產(chǎn)品導入期的特點
    酒店產(chǎn)品在導入期銷售量小，增長緩慢。因為產(chǎn)品生產(chǎn)處在磨合階段，批量少，加上市場對產(chǎn)品缺少了解，所以購買了不足，銷量有限。
    價格往往較高。因為產(chǎn)品的生產(chǎn)成本和促銷費用都比較高，所以價格在這個生命周期過程中時最高的。
    生產(chǎn)成本高。因為產(chǎn)品的生產(chǎn)批量小，固定成本高，宣傳促銷費用高，所以總的成本相對在整個生命周期過程中時最高的。
    利潤往往是負數(shù)，處于虧本的狀態(tài)。因為前期投入的固定成本和促銷費用較高，銷量又比較有限，因此平攤到每件商品的成本往往是高于售價的，所以會出現(xiàn)虧損的情況。
   
（二）酒店產(chǎn)品增長期的特點
    銷量明顯增長，而且增長速度較快。因為經(jīng)過一段的推廣，市場逐漸了解并接受了產(chǎn)品，而且此時沒有太多的同類產(chǎn)品參與競爭，因此銷量會明顯增長。
    產(chǎn)品成本和價格較導入期平穩(wěn)下降。因為生產(chǎn)經(jīng)過磨合，生產(chǎn)批量增加，則生產(chǎn)成本自然就降低了，為價格降低提供了基礎(chǔ)。價格降低能吸引更多的客源，以有利于擴大市場占有率，所以酒店經(jīng)營者會在此時主動降價。
    產(chǎn)品進入增長期，銷量不斷上升，單位成本不斷降低，價格開始高于成本，則產(chǎn)生了盈利。
    增長期的營銷策略：
    增長期是盈利水平增長快、增長量大的一個階段，所以作為經(jīng)營者，要盡量延長酒店產(chǎn)品增長期的持續(xù)時間，使酒店的盈利水平達到最大。要維持高增長，最重要的是保持酒店產(chǎn)品的質(zhì)量和特色，保持自己產(chǎn)品的競爭性。由于酒店產(chǎn)品的不可轉(zhuǎn)移性，新的產(chǎn)品形式很快會被業(yè)內(nèi)模仿，要保持自身產(chǎn)品的質(zhì)量和特色只有從服務(wù)著手。服務(wù)是具有靈活性、綜合性和針對性的，很難被一模一樣地照搬。事實也證明，具有悠久歷史的國際就的集團，都把服務(wù)作為酒店長久生存的最要法寶。
（三）酒店產(chǎn)品成熟期的特點
    銷量增加緩慢，逐漸達到市場飽和，即達到整個生命周期中銷量的頂峰，同時由于產(chǎn)品過時，市場上的仿制品甚至革新產(chǎn)品出現(xiàn)，酒店消費者對酒店產(chǎn)品的興趣轉(zhuǎn)移，則銷量曲線開始出現(xiàn)拐點，進入負增長階段，只是成熟產(chǎn)品在酒店市場還有一定威信，銷量降低速度不會很快。隨著銷量的減少，單位成本又會增加，而為了保證現(xiàn)有市場，價格只能是下降，因此酒店利潤也會與銷量一樣，到達頂峰后下降。
    成熟期的營銷策略：
    進入成熟期，市場已經(jīng)開始出現(xiàn)飽和，則必須開始著手調(diào)整產(chǎn)品內(nèi)容，改進產(chǎn)品，提高產(chǎn)品質(zhì)量，避免產(chǎn)品遭到競爭的排擠，遭到消費者的淘汰。同時應(yīng)該為產(chǎn)品尋找新的客源市場，開辟多種銷售渠道，增加消費者在酒店的消費額和消費次數(shù)，以保證產(chǎn)品銷量和市場占有率的持續(xù)增加。
（四）酒店產(chǎn)品衰退期的特點
    酒店大量的忠實顧客流失，產(chǎn)品的市場銷售量迅速萎縮。很多競爭者也逐漸退出了市場。
    衰退期的營銷策略：
    在該階段有兩種選擇，一是將產(chǎn)品進行完全改造，重新定位產(chǎn)品，更新酒店VI設(shè)計、酒店設(shè)施，重新裝修。這種做法花費大，而且舊樣套新衣，設(shè)計不好，反而給人不倫不類的感覺。所以酒店往往采取迅速退出該市場，盡早進行新產(chǎn)品開發(fā)，開始一個新的生命周期，在新的競爭中取得優(yōu)勢，獲得效益。

Hotel products in the various life cycle stages of growth, maturity, recession characteristics and marketing strategy to be taken.
    Hotel products in various stages of the life cycle have different characteristics, and only by understanding the characteristics of each stage in order to take the appropriate marketing strategies to achieve marketing success. Characteristics of the various stages of the life cycle, to observe the four angles of from product sales, prices, costs, profits.
(A) of the hotel product introduction of characteristics
    Hotel products in the import of sales and slow growth. Because production in the run-in phase, small quantity, coupled with lack of knowledge about the product, so buy less than limited sales.
    The prices are often higher. Production costs and promotional costs are high, so in this life cycle process, the highest price.
    High production costs. Small batch production, high fixed costs, publicity and promotional costs, total costs are relatively in the entire life cycle process of the highest.
    Profits is often negative, in the loss-making state. Upfront fixed costs and higher promotional costs, sales are limited, therefore in equal shares to each item of cost is often higher than the price, so there will be losses.
    Import of marketing strategy:
    Marketing strategy often use price as a means of import of often using the following four marketing strategies:
A quick skimming strategy
    Quick skimming, is taken to engage in pricing, high promotion, so that in a short period of time to build market awareness in order to attract those curious consumers desire to buy new products, rapid return on investment and profit.
(2) slow skimming strategy
    Slow skimming, is to take high-priced, low promotion. In this way is to raise the price to obtain a higher market orientation, but less promotion, publicity and promotional costs savings, waiting for the market to slowly come to accept the product, profit long time.
(3) rapid penetration strategy
    Rapid penetration, is to adopt a low-priced, high promotion. This strategy to meet the interests of consumers, carry out a lot of publicity and promotion, the acceptance of a large number of consumers in the fastest time, and quickly occupied the market. With the increase in sales, expansion of production scale and reduce unit costs and improve production efficiency, and achieve economies of scale.
(4) slow penetration strategy
    Slow penetration, is to adopt a low-priced, low promotion. The products come out at a low price, rarely using incentives, relying on the product itself inexpensive recognized by the market, thus gradually penetrate and expand market.
(B) hotel growth of the characteristics of
    The sales of significant growth, and faster growth. After a period of promotion, the market gradually understand and accept the product, and not too many similar products to compete, so sales will be significant growth.
    Product costs and prices than the import of a steady decrease. Because the production run, production quantities increase, the cost of production naturally reduces to provide a basis for lower prices. Lower prices to attract more tourists, to increase their market share, so the hotel operator will take the initiative to cut prices.
    Products to enter the growth phase, sales continue to rise, continue to lower the unit cost price higher than the costs, the resulting profits.
    Growth of the marketing strategy:
    The growth period is a level of profitability growth, volume growth phase, as operators try to extend the duration of the growth period of the hotel product, hotel level of profitability is maximized. To maintain a high growth, the most important thing is to maintain the quality and characteristics of the hotel product, to keep their products competitive. Due to the non-transferability of the hotel product, the new product in the form will soon be the industry to imitate, to maintain the quality of their products and features only proceed from the service. Services with the flexibility, comprehensive and targeted, it is difficult to be exactly the same copy. Also proved that the international group with a long history, a great long-term viability as a hotel to be a magic weapon.
(C) the characteristics of the hotel product maturity
    Sales increased slowly, and gradually reach market saturation, that is to reach the pinnacle of sales in the entire life cycle, due to obsolescence, imitations on the market and even innovative products to the hotel consumers transfer the interest of the hotel product, the sales curve inflection point into negative growth stage, only a mature product in the hotel market there is a certain prestige, sales to reduce the speed will not soon. With the reduction in sales volume, unit costs will increase, in order to ensure the existing market, the price can only drop the hotel profits and sales peaked and then decreased.
    The maturity of the marketing strategy:
    Matured, the market has saturated, the adjustment of product content must be started to improve products, improve product quality, to avoid the product has been the exclusion of competition was the elimination of the consumer. It should also be looking for new source markets for the product, opening up a variety of sales channels, increase consumer spending and consumption times in the hotel, in order to ensure the continued increase in product sales and market share.
(D) hotels recession period characterized by
    The loss of the hotel a lot of loyal customers, sales of products in the market is shrinking rapidly. Many competitors have gradually withdrawn from the market.
    Recession of the marketing strategy:
    There are two options, first, to completely transform and re-position products, and update the hotel facilities, renovated at that stage. This approach is expensive and old sets of clothes, poorly designed, but gives the feeling of nondescript. So the hotel often taken to exit the market quickly, as soon as possible to the development of new products, start a new life cycle in the new competitive advantage, access to benefits.