深圳酒店市场营销，掌握市场营销概念之二！

深圳酒店市场营销，掌握市场营销概念之二！

    深圳作为酒店市场非常活沃的城市,在众多的市场营销工作者在看待自己的工作时，少了作家们浪漫，更多的是对对实际工作的总结和反思。酒店业一位资深的营销人员曾说过：“市场营销首先应该是人们的一种经营理念，理念不同则视野各异。两家鞋厂的推销员同时来到太平洋某岛推销鞋子。他们发现岛上的人竟不穿鞋子。第一位推销员认为这里的生意不好做，大家全多习惯赤脚走路，鞋子在这里根本没有市场，于是他匆匆离去。第二位推销员却认为，岛上的人全都赤脚走路，好没有学会穿鞋子呢，这里市场潜力巨大，他决定常、长驻此岛，留下来开辟市场。经过他的诱导和经营，当地逐渐穿上了鞋子，一个新的市场宣告形成。两位推销员代表着两种理念，第二位推销员就是带着市场营销的放大镜去分析问题和解决问题的。市场营销的理念，其核心就是活跃客人的需求、刺激客人的需求和创造客人的需求；其次，市场营销是一套服务客人、服务企业的技术手段系统，究竟像餐饮厨师的烹饪技术和服务员的服务技术一样，有完整的流程和严格的操作要求，就比如对客户的拜访，和日常生活中的走亲访友有着严格的区别，市场营销中对客户的拜访，有较为祥尽的规定，规定的内容甚至包括着装的要求；第三，市场营销是一种展示自己潜能的艺术。市场营销提供了一个广阔的天地，营销工作者在此之中围绕着客人的需要，可以充分发挥想象力，挖掘潜能进行创造性的工作。营销工作没有最好，只有更好。

    在学者的眼中，市场营销是科学研究的对象。他们依靠经济学、心理学、社会心理学、社会学、深圳酒店市场营销管理科学、行为科学等学科的帮助，尝试着对市场营销进行精准和理性的部析。市场营销学以市场营销为研究对象，产生于20世纪初期的美国，1902年，美国密执安大学、加州大学和伊利诺大学的经济系开设了市场学课程，开始对市场营销进行系统的研究。一百多年来，学者们进行了大量细致的研究，他们的成果对于营销实践起着重要的指导作用。什么是市场营销？学者们因为立场、角度和方法的不同，仁者见仁，智者见智，给予了不同的解读。被誉为“现代营销之父”的美国学者菲利普，科特勒的答案是：“营销指的是通过合适的交流和促销，将合适的商品与服务在合适的时间和合适的场合销售给合适的人。”盖里?特莱帕认为市场营销是：“了解顾客需要，使产品尽可能满足这些需要，劝说顾客满足自己的需求，最后，当客人愿意购买该产品时，保证购买方便。”安德逊和兰姆希克对营销的定义是，“营销的真正意义在于听取市场的需求，满足需求，创造利润。据此，出色的营销自然应该意味着，你比自己的竞争者更注重倾听市场意见，也比竞争者能更有效地满足市场需求”。

    思考与习题
    1、根据你的经验和理解，说明什么是酒店市场营销。
    2、在上述案例中，多次提到需求或需要，结合《酒店服务心理学》中学过的酒店客人的需要的内容，分析掌握客人的需要，对于酒店的经营和服务具有什么样的意义。
    3、把梳子卖给和尚和让习惯赤脚的人穿鞋，这两个故事给你什么样的启发？

Shenzhen hotel marketing, to grasp the concept of marketing!

    Many marketing workers in view of their work, the less the writers of romance, is a summary of the practical work and reflection. Hotel industry, a senior marketing staff once said: "Marketing should first of a business philosophy, the idea is different horizons vary. Two shoe salesman at the same time came certain Pacific island to sell shoes. They found that not here with shoes of the people on the island. first salesman that do business here is not good, full habits barefoot walking shoes there is no market here, so he hurried to leave the second salesman that the island's people are all walking barefoot good not learned to wear shoes, huge market potential, he decided to often be stationed at the island, leaving the open market after his induction and operation of the area gradually put on his shoes, a new declared the formation of the market. two salesmen on behalf of the two concepts, the second salesman is with the marketing of a magnifying glass to analyze and solve problems. marketing concept, its core is the active guests' needs, to stimulate guests needs and create the needs of guests; Secondly, marketing is a set of services to guests, the technical means of the service enterprise system, exactly like the restaurant chefs cooking techniques and waiter service, complete processes and rigorous operating requirements, it such as visits to the customer, and daily life, visiting friends and relatives has a strict distinction between marketing, customer visits, Cheung is more to do the provisions of the prescribed content and even the dress requirements;, marketing a display of art of their own potential and marketing a vast world, marketing workers in this being around the needs of guests, give full play to the imagination, and tap the potential of creative work. not the best marketing efforts, only better.

    In the eyes of scholars, marketing is the object of scientific research. They rely on the help of the disciplines of economics, psychology, social psychology, sociology, management science, behavioral science, and marketing precision and rationality of the Ministry of analysis. Marketing marketing, resulting in the early 20th century, the United States, 1902, University of Michigan, Department of Economics, University of California and the University of Illinois opened its marketing programs, marketing system . Hundred years, scholars have a lot of meticulous research, their results play an important role in guiding marketing practice. What is marketing? Scholars because of the position, angle, and different methods, the benevolent see benevolence and the wise see wisdom, to give a different interpretation. Known as the "father of modern marketing," the American scholar Philip Kotler, the answer is: Marketing is through appropriate communication and promotion of goods and services at the right time and the right occasion sales to the appropriate of the people. "cover? Te Laipa that marketing is:" know your customer needs to make our products meet those needs as far as possible, to persuade customers to meet their own needs, and finally, when the guests are willing to buy the product to ensure convenient to buy. " Anderson and Lamb Hick definition of marketing is "the true meaning of marketing is to listen to the needs of the market to meet demand, and create profits. Accordingly, excellent marketing should naturally means that you pay more attention than their competitors listen to the views of the market, meet market demand more effectively than competitors.

    Thinking and Problems
    1, based on your experience and understanding, what is a hotel marketing.
    2, in the above case, repeatedly referred to the demand or need, combined with the hotel Psychology secondary over the contents of the needs of hotel guests, and analysis to grasp the needs of the guests, what kind of significance to the operation and services of the hotel.
    3, the comb sold to the monks and habits barefoot shoes, these two stories to you what kind of inspiration?