是什么因素影响了市场营销？酒店市场细分的含义和作用。

是什么因素影响了市场营销？酒店市场细分的含义和作用。
    酒店市场细分是指将一个错综复杂的酒店异质市场计划分成若干个具有相同需求的亚市场，从而确定酒店目标市场的活动过程，它可以使酒店市场营销有效地分配和使用有限资源，进行各种营销并向市场提供独特的服务产品以及相关的营销组合。
    酒店市场细分的作用：1）有利于酒店寻找市场机会；2）有利于酒店制定营销策略；3）有利于酒店制定灵活的竞争策略；4）有利于酒店资源配置的优化；5）有利于酒店自身管理的完善。
影响选择目标市场营销策略的主要因素：
   （1）酒店自身的实力条件。包括酒店的人、财、物、技术与信息资源、产品及营销组合设计能力、接待管理能力和促销能力等。
   （2）酒店产品的特征。对于彼此之间性质相似程度较高、替代性较强的产品，可在一定程度上采用无差异目标市场策略；对于性质差别较大的产品，则宜采用差异性或集中性目标市场策略。
   （3）市场需求特征。对于需求异质程度很大的产品市场，一般要采用差异性或集中性目标市场策略；而对于同质性较强的产品市场可以在一定程度上采用无差异目标市场策略。
   （4）市场竞争状况。从竞争格局考虑，如果旅游企业产品垄断性强，竞争者少或者弱，则可采用无差异目标市场策略；如果竞争者多或者强，则应采用差异性或集中性目标市场策略。
What factors affect marketing?The meaning and role of the hotel market segmentation.
    The hotel market segmentation is a complex heterogeneity of the hotel market plan is divided into several sub-markets have the same needs, in order to determine the course of activities of the hotel target market, it can make Hotel efficient allocation and use of limited resources for a variety of marketing and to market unique products and related marketing mix.
    The role of the hotel market segments: 1) conducive to the hotel to look for market opportunities; 2) in favor of hotel marketing strategies; 3) conducive to the hotel to develop a flexible competitive strategy; 4) in favor of hotel Optimization of resource allocation; 5) is conducive to improve the management of the hotel itself.
Influence the choice of the main factors for target marketing strategies:
   (1) the strength of the hotel's own conditions. Including hotels, financial, physical, technical and information resources, products and marketing mix design capabilities, hospitality management capabilities and promotional ability.
   (2) hotel characteristics of the product. Similar nature for each other a higher degree of strong alternative products, with no difference in the target market strategy to a certain extent; difference for nature than Large product, it is desirable that the differences or concentration of the target market strategy.
   (3) characteristics of the market demand. Product market of the large degree of heterogeneity in the demand, the general difference or concentration of the target market strategy; and for homogeneity strong product market can To some extent, no differences in the target market strategies.
   (4) competition in the market situation. Consider the monopoly of the tourist enterprise products, fewer competitors or weak, can be no difference in the target market strategy; if competitors or from the competitive landscape Should be used differences in concentration of the target market strategy.