如何使消費(fèi)者滿意購(gòu)買(mǎi)酒店商品？酒店產(chǎn)品與普通商品相比所具有的特點(diǎn)

如何使消費(fèi)者滿意購(gòu)買(mǎi)酒店商品？酒店產(chǎn)品與普通商品相比所具有的特點(diǎn)
1.價(jià)值不易保存
    酒店產(chǎn)品以時(shí)間作為計(jì)量單位，客房或娛樂(lè)設(shè)施等只有在當(dāng)天銷售才能實(shí)現(xiàn)當(dāng)天價(jià)值，等二天銷售出去，獲得的是第二天的價(jià)值，錯(cuò)過(guò)的時(shí)間、錯(cuò)過(guò)的價(jià)值不可能再挽回。客人購(gòu)買(mǎi)了酒店產(chǎn)品，也必須及時(shí)消費(fèi)，無(wú)法儲(chǔ)存。酒店?duì)I銷人員要努力提高每天的客房出租率，最大程度地實(shí)現(xiàn)酒店產(chǎn)品價(jià)值。
2.產(chǎn)品不可轉(zhuǎn)移
    酒店想客人出售的是客房等設(shè)施在一段時(shí)間內(nèi)的使用權(quán)，而不是實(shí)物，客人獲得的是一次體驗(yàn)和經(jīng)歷，所以客人不能把購(gòu)買(mǎi)的產(chǎn)品攜帶走。
3.產(chǎn)品銷售受多因素影響，成季節(jié)性波動(dòng)
    影響酒店產(chǎn)品銷售的因素有很多。假期、節(jié)日、節(jié)慶活動(dòng)、各種突發(fā)事件等都會(huì)酒店產(chǎn)品的銷售帶來(lái)明顯波動(dòng)，從而使產(chǎn)品銷售呈現(xiàn)明顯的淡旺季區(qū)分。根據(jù)這一特點(diǎn)，營(yíng)銷人員要充分預(yù)測(cè)好旺季的到來(lái)，提前做好準(zhǔn)備，把握銷售商機(jī)。在淡季時(shí)，適時(shí)開(kāi)展各項(xiàng)促銷政策，同時(shí)進(jìn)行員工培訓(xùn)、設(shè)備維護(hù)，使得淡季不淡，充分協(xié)調(diào)好經(jīng)營(yíng)的各項(xiàng)工作。
4.不可專利性
    酒店可以為自己的標(biāo)志和名稱申請(qǐng)專利，卻無(wú)法為自己的酒店產(chǎn)品申請(qǐng)專利，如獨(dú)特的房間設(shè)計(jì)、空間設(shè)計(jì)、特色的菜肴、創(chuàng)新的服務(wù)等等。當(dāng)這些獨(dú)創(chuàng)產(chǎn)品在市場(chǎng)創(chuàng)造了良好業(yè)績(jī)之后，很快會(huì)被業(yè)內(nèi)效仿，甚至超過(guò)。因此，酒店不斷地推陳出新就成了時(shí)刻面臨的任務(wù)。
5.生產(chǎn)、銷售和消費(fèi)的同時(shí)性
    普通商品都是在生產(chǎn)廠家生產(chǎn)，在賣(mài)場(chǎng)買(mǎi)賣(mài)，客人帶走商品后的銷售。但酒店產(chǎn)品是一種體驗(yàn)，一種服務(wù)，服務(wù)和接受服務(wù)是同時(shí)的，不可分割，即服務(wù)產(chǎn)品的生產(chǎn)、銷售和消費(fèi)都是同一時(shí)間完成。這樣的特性使得酒店產(chǎn)品的銷售受到很大的區(qū)域局限，酒店?duì)I銷人員要想辦法多途徑拓寬酒店產(chǎn)品的銷售途徑。同時(shí)這樣的特性也使得酒店產(chǎn)品不能在出售之前就做好檢驗(yàn)，所以質(zhì)量控制難度大，必須對(duì)服務(wù)人員做充分的培訓(xùn)，以保證提供服務(wù)時(shí)良好的表現(xiàn)。
6.產(chǎn)品差異性
    酒店服務(wù)為大量的人工勞動(dòng)，缺少生產(chǎn)的統(tǒng)一標(biāo)準(zhǔn)。每個(gè)工作人員的工作態(tài)度、工作方式方法不同，客人對(duì)于服務(wù)好壞的評(píng)價(jià)標(biāo)準(zhǔn)也因人而異，千人千樣。如何把握酒店服務(wù)產(chǎn)品統(tǒng)一風(fēng)格是一個(gè)亟待解決的難題。
   
How to enable consumers to buy hotel merchandise? Hotel products and goods compared with the characteristics of
A value difficult to preserve
    Hotel product in time as the units of measurement, room, or entertainment facilities is only sold on the day to achieve the same day value, two days sold, the next day's value of time missed can not miss the value of restore. Customers to buy the hotel product, must also be timely consumption, can not be saved. Hotel marketers must strive to improve the daily room occupancy rates, to maximize the value of hotel products.
(2) the product can not be transferred
    Hotel guests sale rooms and other facilities the right to use a period of time, rather than in kind, guests get an experience and experience, so guests can not purchase products carry away.
Product sales by more than factors as seasonal fluctuations
    There are many factors affecting the hotel product sales. Holidays, festivals, festivals, all kinds of emergencies will be the hotel product sales bring significant fluctuations, so that the product sales showed obvious peak seasons to distinguish. According to this characteristic, the marketing staff to fully predict the arrival of a good season, prepared in advance, to grasp sales opportunities. During the low season, timely carry out the promotion policy, staff training, equipment maintenance, is not short off-season, fully coordinate all of the good business.
(4) non-patentability
    Hotel to apply for a patent for its own logo and name, but can not apply for a patent for their own hotel products, such as a unique room design, distinctive cuisine, innovative services and so on. When these unique products in the market to create a good performance, will soon be the industry to emulate, even more than. Therefore, the hotel continues to introduce new became the moment of the task facing.
(5) the production, sale and consumption of simultaneous
    Ordinary goods are produced at the manufacturer, sale and purchase in stores, and guests to take away the goods after the sale. But the hotel product is an experience, a service, service, and receive services at the same time the indivisible, service production, sale and consumption are at the same time to complete. This feature makes the hotel product sales subject to considerable regional limitations, hotel marketing staff in many ways to find a way to broaden the sales channels of the hotel product. This feature also makes the hotel product before the sale can not do a good job inspection, quality control is difficult, service personnel are adequately trained in order to ensure good performance in the provision of services.
6. Product differentiation
    Hotel services for a lot of manual labor, the lack of uniform standards of production. Each staff member's work attitude, work methods, each using a different evaluation criteria of the guests for the service is good or bad, thousands of thousands of samples. How to grasp the unified style of the hotel service product is a pressing problem.