酒店市场营销管理阶段和组合策略！

酒店市场营销管理阶段和组合策略！
    南宁明园新都酒店1996年开业以来，经历过港式管理、美式管理、本土化管理三个阶段。酒店高层认为，本土化管理下的饭店运营，最适合当前市场。尽管从市场角度来看，酒店管理者对明园新都在南宁市场的表现并不满意，但是在今年的市场实践中，明园新都很有自己的一套。
    2006年，南宁市酒店无一例外地存在削价竞争的情况，高星级酒店在这样的市场环境中尴尬地生存着。是否降价迎合市场，明园新都的做法很肯定：不降价。酒店管理者认为，如果市场上唯一一家五星级酒店都降价，那么真的意味着这个市场彻底垮了。事实上，一个很现实的问题摆在很多这类城市高星级酒店的面前；运营成本笔记高，降价后根本连保本经营都做不到了。然而，市场就是这样，你不相应地调低价格，也难得有客源市场。这样，这类城市酒店真有点高处不胜寒的境况了。
    如何摆脱这种尴尬，恐怕是每位酒店老总需要思考并着手解决的问题。酒店高层为新都构思的方略是，在“软件”上下功夫。所谓的“软件”，指的是服务含金量。比如，当时在南宁的96家星级酒店锺，明园新都是唯一能够使用外语服务的酒店。又比如，金钥匙的广西首席就在明园新都，等等。酒店管理者说，“金钥匙”也是由明园新都率先在广西推广的，个性化服务也是明园新都强调的理念。
    管理者认为，销售是酒店的龙头部门。要分别组织、协调外部销售和内部销售，即把酒店市场营销的有形与无形产品推销给客人，同时也推销给内部各部门。销售是一个团队，分工不宜太细，否则不利于内部合作。销售应该是个很紧密的团队，从分工上来看分成旅行社销售、政府客户销售、公司销售，但是从一开始酒店就鼓励他们作为一个团队出现，不管是哪一方面的销售，都要协调运作。对明园新都来说，者中做法还是比较成功的。
    在明园新都，对“外部销售”的理解很具体，就是要把明园新都的优势劣势、长处短处同时向客人推销，让客人作一个选择。例如，在2006年，南宁市总共有56家厂家单位在经营月饼生产销售，而明园新都金麒麟月饼的销售额从起步的300万元到2005年的2000万元，占据了市场的1/5，就很能说明这个问题。把自己的长处和短处同时推销给客人，此举的目的是让客人明白酒店的诚意，同时也让顾客知道酒店的长处大于短处，这样就容易为客人接受了。
    在销售中，明园新都也一直倡导“引导客人消费”的理念。这也是“外部销售”的第二重意思。在南宁市这个范围，或者大到广西这个范围，中秋月饼、年货以及圣诞节销售等等，都是明园新都把市场带出来的。因此每年中秋、年货甚至圣诞市场都非常热闹。这就是明园新都推崇的一种理念――引导消费。
    管理者定义的第三重“外部消费”是，要求销售人员着眼于未来，巩固有客户，不要急于求成，还要考虑到潜在客户，如果是潜在客户就要加强跟进工作。要让客人感觉到酒店的诚意和可信赖程度，这样才会被客人选择。经过这几年的努力，明园新都的战略成果很明显。

Hotel marketing stage and portfolio strategy.
    Nanning Mingyuan Century Plaza Hotel since its opening in 1996, experienced Hong Kong-style management, American management, localization management in three stages. Hotel executives believe that the localization under the management of hotel operations, the most suitable for the current market. Although the corner from the market

Of view, the hotel manager is not satisfied with the performance Mingyuan Xindu in the Nanning market, but in this year's market practice, Mingyuan to Xindu very own set.
    In 2006, Nanning Hotel, without exception, there are price competition, high-star hotel embarrassed to survive in this market environment. Whether the price cuts to meet the market, the new capital of Ming Yuen practice is certain: do not cut prices. Hotel Management

Management believes that if the market is only a five-star hotel prices, then really means that the market completely collapsed. In fact, a very practical question is placed in front of many of these cities-star hotel; operating costs note

The high price cuts do not even have insurance businesses can not do. However, the market is, you do not lower prices, a rare source markets. In this way, the kind of city hotel was really a bit lonely at the top of the situation.
    How to get rid of this embarrassment, I am afraid that every hotel manager needs to think, and to address the problem. The upper floors idea for the new capital strategy is to work hard on the "software". The so-called "software", refers to the service gold.

For example, at the Chung-Ming Yuen, 96-star hotel in Nanning, the new are only able to use the foreign language service hotel. For example, Golden Key, chief of the Guangxi next Xindu, and so on. The hotel manager said, "Golden Key" by Ming

The Xindu first promotion in Guangxi, the concept of personalized service is Xindu stressed.
    The managers believe that sales is the leading departments of the hotel. To organize, coordinate external sales and internal sales, tangible and intangible products of the hotel that sell to the guests, but also to sell to the various departments within the Sales is a team

Division of labor should not be too thin, or not conducive to the internal co-operation. Sales should be a very close team, divided into travel agency sales from the division of labor, government customers, sales, corporate sales, but from the beginning the hotel, to encourage them as a

The team appears, no matter which side of the sales must be coordinated operation. Right Mingyuan Xindu for, who in practice is quite successful.
    Mingyuan Xindu "outside sales" to understand very specific, is to bring out Xindu advantages and disadvantages, strengths and weaknesses at the same time sell to the guests, and guests to make a choice. For example, in 2006, Nanning City, a total of 56 plants

Units in the business moon cake production and sales of the Mingyuan the Xindu gold unicorn moon cake sales from the start to $ 300 million to 20 million yuan in 2005, accounting for 1/5 of the market, is illustrative of this problem. At the same time to their own strengths and weaknesses

Sell ​​to the guests, The aim is to make guests aware of the sincerity of the hotel, also let the customer know the strengths of the hotel than weaknesses, so it is easy for guests to accept.
    In sales, the new capital of Ming Yuen has been advocating the "guiding guests consumption" concept. This is also the second tier of "outside sales" mean. Guangxi Nanning this range, or as large as this range, the Mid-Autumn Festival moon cake, New Year and St.

Christmas Day sales, etc., are the Mingyuan regarded market to bring out. The annual Mid-Autumn Festival, New Year and even Christmas markets are very lively. This is the next Xindu respected an idea - to guide consumption.
    The third tier managers define "external consumption", requires that the sales staff to focus on the future, to consolidate a customer, not anxious, but also taking into account the potential customers, potential customers should strengthen follow-up work. To let the guests

Feel the sincerity and trustworthiness of the hotel, this will be the guests to choose from. Obviously, after years of hard work, Mingyuan Xindu strategic results.