關(guān)于酒店市場營銷觀念相關(guān)知識之一！
酒店市場經(jīng)營觀念的演變
酒店市場經(jīng)營觀念是酒店市場經(jīng)營活動的指導(dǎo)思想，是酒店經(jīng)營活動的出發(fā)點。經(jīng)營觀念不同，經(jīng)營手段和方法就不同，與之相關(guān)聯(lián)的經(jīng)濟效益也不同。觀念屬于意識形態(tài)的范疇，它隨著社會和經(jīng)濟的發(fā)展而演變。酒店的經(jīng)營觀念伴隨著社會和酒店業(yè)的發(fā)展也經(jīng)歷了一個演變過程。這個過程經(jīng)歷了五個階段：（1）生產(chǎn)導(dǎo)向；（2）產(chǎn)品導(dǎo)向；（3）推銷導(dǎo)向；（4）營銷導(dǎo)向；（5）社會營銷導(dǎo)向。決定酒店的經(jīng)營觀念演變的主要因素有生產(chǎn)力的發(fā)展、科學(xué)技術(shù)的進步、市場競爭的加劇、市場需求的增加、管理現(xiàn)代以及社會價值觀念變化等。
1、生產(chǎn)向?qū)?br />
生產(chǎn)向?qū)в^念是一種傳統(tǒng)而古老的經(jīng)營思想。酒店發(fā)展初期，囿于規(guī)模小和生產(chǎn)效率低的原因，酒店產(chǎn)品與服務(wù)難以滿足客人的需求，
酒店市場營銷是典型的賣方市場，酒店在市場上居于有利地位，客人的需求則完全被放在一個不重要的位置上。當時，酒店簡陋，經(jīng)營范圍狹窄，客房數(shù)量有限，而前來投宿的顧客絡(luò)繹不絕，但酒店產(chǎn)品和服務(wù)供不應(yīng)求，客人只求有個棲身之地，即使設(shè)施簡單，餐飲一般，便也心滿意足。這時酒店普遍流行的是“以產(chǎn)品為中心”的經(jīng)營觀念，這種觀念主要認為：“我的酒店能提供什么，就銷售什么。”酒店注意力重點集中于擴大生產(chǎn)，降低成本，以求獲得較多利潤，很少考慮客人需求的變化，至于改善設(shè)施、增加服務(wù)項目、提升服務(wù)質(zhì)量等方面，基本上不在考慮之列。店方能提供什么，客人便購買什么。
我國改革開放初期，旅游業(yè)迅猛發(fā)展，旅游人數(shù)急劇增加，許多旅游目的地都出現(xiàn)過酒店緊缺的現(xiàn)象。酒店經(jīng)營者除了淡季之外，幾乎從來不為客源發(fā)愁。嚴重的供不應(yīng)求使得酒店經(jīng)營者中普遍存在生產(chǎn)導(dǎo)向觀念。
Knowledge of one of the hotel marketing concept!
The evolution of the concept of the hotel market operators
The hotel market business concept is the guiding ideology of the hotel market from operating activities is the starting point of the hotel business activities. Business concept, business tools and methods, and associated economic benefits. Concepts belong to the ideological range
Domain, it has evolved with the social and economic development. The hotel's business concept along with the development of society and the hotel industry has also gone through a process of evolution. This process has gone through five stages: (1) production-oriented; (2) product-oriented; (3) marketing
Oriented; (4) marketing oriented; (5) social marketing-oriented. Determine the major factor in the evolution of the hotel's business concept development of productive forces, scientific and technological progress, market competition, market demand increases, modern management, and social values
The concept of change.
1, the production wizard
Production wizard concept is a traditional and old business ideas. Hotel early stages of development, due to the small size and low production efficiency reasons, hotel products and services is difficult to meet the needs of the guests, the hotel market is typical of a seller's market, hotel market
Good position on the guests' needs in an important position. At that time, the hotel is shabby, narrow scope of business, a limited number of rooms, and the constant stream of customers came to lodging, but the shortage of hotel products and services, passenger
People just have a place to stay, even if the facilities are simple, general food and beverage, it is also satisfied. The hotel prevalent is the "product-centric" concept of operations, this concept that: "My hotel has to offer, the sale of what
. "Hotel the focus of attention focused on the expansion of production, reduce costs, in order to obtain more profits, rarely consider changes in demand among the guests, to improve the facilities and services, improve service quality and other aspects, basically will not be considered. Shop
In order to provide guests what to buy.
China's reform and opening up, rapid tourism development, a sharp increase in the number of tourists, many tourist destinations are the shortage of hotel. In addition to the off-season outside, hoteliers almost never worry about tourists. Serious short supply so that
Get hoteliers common production-oriented concepts.
