多多觀(guān)察顧客對(duì)酒店產(chǎn)品的主觀(guān)評(píng)價(jià)，常見(jiàn)的酒店定價(jià)策略

多多觀(guān)察顧客對(duì)酒店產(chǎn)品的主觀(guān)評(píng)價(jià)，常見(jiàn)的酒店定價(jià)策略
（一）心理定價(jià)策略
    心理定價(jià)策略使利用顧客的購(gòu)買(mǎi)心理，根據(jù)顧客對(duì)酒店產(chǎn)品與服務(wù)的主觀(guān)評(píng)價(jià)、個(gè)人感情來(lái)制定價(jià)格的策略。心理定價(jià)是常用簡(jiǎn)單易行的價(jià)格策略，包括位數(shù)定價(jià)、整數(shù)定價(jià)、聲望定價(jià)等。
1.尾數(shù)定價(jià)
    尾數(shù)定價(jià)是為了迎合客人物美價(jià)廉的心理，在價(jià)格尾數(shù)上做文章，使客人心理上更容易接受酒店產(chǎn)品的價(jià)格，促成購(gòu)買(mǎi)行為的產(chǎn)生。通常的做法有以下幾種：
   （1）產(chǎn)品價(jià)格的尾數(shù)常常定為9.數(shù)字9用在價(jià)格的尾數(shù)，會(huì)使價(jià)格位數(shù)看起來(lái)少一位，比如99元與100元，雖然只差1元，但在顧客的心里，它們卻是不同層次的價(jià)位，少一位數(shù)得到的實(shí)惠更多。同樣的，用9做尾數(shù)，可以使價(jià)格的第一位數(shù)降低，比如酒店某菜品的價(jià)格在29元，就會(huì)比定在30元看起來(lái)容易接受些，客人會(huì)感覺(jué)得到了優(yōu)惠。
   （2）盡量保持價(jià)格的調(diào) 整在一定范圍之內(nèi)。顧客常常會(huì)把零散的價(jià)格歸視為較整數(shù)的價(jià)格，比如把7元與11元，都看作10元來(lái)計(jì)算，把13和16元都看作15元來(lái)計(jì)算。當(dāng)酒店需要調(diào)整價(jià)格的時(shí)候，盡量控制在這樣一個(gè)范圍內(nèi)，使顧客感覺(jué)價(jià)格變動(dòng)不明顯，減少因提價(jià)給客人帶來(lái)的購(gòu)買(mǎi)顧慮。
2.整數(shù)定價(jià)法
   消費(fèi)者在不了解產(chǎn)品的情況下，會(huì)以產(chǎn)品的價(jià)格判斷產(chǎn)品的好壞，即有一分錢(qián)一分貨的心理。整數(shù)定價(jià)可以展現(xiàn)出商家對(duì)自己產(chǎn)品的信心，有力地肯定了產(chǎn)品的應(yīng)有價(jià)值，給客人信心。對(duì)于特別注重品質(zhì)的產(chǎn)品，比如酒店客房、娛樂(lè)設(shè)施，經(jīng)常會(huì)采用這樣的定價(jià)方法。
3.聲望定價(jià)法
   聲望定價(jià)法是以高價(jià)格標(biāo)榜產(chǎn)品的高定位，主要是迎合了客人通過(guò)消費(fèi)體現(xiàn)自身身份的心理需求，特別適合用于高檔產(chǎn)品的定價(jià)，酒店VI設(shè)計(jì)與豪華套房、總統(tǒng)套房往往采用這樣的定價(jià)方法，通過(guò)高整數(shù)定價(jià)，明確了產(chǎn)品的高市場(chǎng)定位。酒店要根據(jù)自己的主要目標(biāo)客源，考慮價(jià)格對(duì)產(chǎn)品市場(chǎng)定位帶來(lái)的影響。另外，一旦采用了聲望定價(jià)，就不宜再降價(jià)，否則會(huì)使顧客對(duì)酒店產(chǎn)品和服務(wù)品質(zhì)產(chǎn)生質(zhì)疑。
4.招徠定價(jià)
    酒店為了保證客房入住率，擴(kuò)大銷(xiāo)售，利用普通客人青睞廉價(jià)產(chǎn)品的消費(fèi)心理而采取的低價(jià)銷(xiāo)售策略。采取這樣的定價(jià)策略，目標(biāo)是為了保證整個(gè)酒店的收益率，比如在淡季時(shí)，或是在一些輔助服務(wù)部門(mén)采用這樣的價(jià)格，以吸引更多的客源，實(shí)現(xiàn)整個(gè)酒店收益最大化。

A lot of observation of the customer's subjective evaluation of the hotel product, common hotel pricing strategy
(A) psychological pricing strategy
    Psychological pricing strategy to make use of the customer buying psychology, according to the customer's subjective evaluation of the hotel products and services, personal feelings to develop a price strategy. Psychological pricing is a commonly used simple pricing strategy, including the median pricing, integer pricing, prestige pricing.
A. Mantissa pricing
    The mantissa pricing in order to cater to guests affordable psychological price ending on an issue, the guests psychologically easier to accept the price of the hotel product, contributed to the generation of purchase behavior. The usual practice of the following:
   (1) The mantissa of the product price is often set to 9. Figures used in the mantissa of the price, make the price of the median looks a little, such as 99 yuan and 100 yuan, while just 1, but in the hearts of customers, they are different levels of price, less a number of benefits. Similarly, 9 mantissa, can make the first digit of the price lower, such as the price of a hotel dishes at 29 yuan, will be higher than in the 30 yuan looks easy to accept, guests will feel to get a discount.
   (2) try to keep the price adjustment within a certain range. The customer will often scattered prices in the final as compared with integer prices, such as the seven yuan and 11 yuan, are as 10 yuan, 13 and 16 yuan as 15 yuan. When the price of the hotel needs to be adjusted, as far as possible be controlled in a range of customers to feel the effect of price changes is not obvious, reducing the concerns of the purchase due to price increases to the guests.
(2) integer pricing
   Do not understand the product, the consumer will determine the product is good or bad the product price that you pay for the psychological. Integer pricing can show businesses' confidence in their products, sure the product should be valuable to the guests confidence. Special emphasis on quality products, such as hotel rooms, recreational facilities, often using this pricing method.
(3) the prestige pricing
   Prestige pricing is based on the high positioning of the high prices of advertised products, mainly to cater to the psychological needs of the guests to display their own identity through consumption, particularly suitable for high-end products, pricing, luxury hotel suites, presidential suites often use this pricing method, through high integer pricing, clear market positioning of the product. The hotel according to their main objective source, consider the impact of the price of the product market positioning. In addition, once the prestige pricing is used, it should not go any lower, otherwise it would be the customer of the hotel product and service quality into question.
(4) solicit pricing
    Low-cost marketing strategies taken by the hotel in order to ensure the room occupancy rate, expand sales, the use of regular guests favor cheap consumer psychology. Adopt such a pricing strategy, the goal is to ensure that the entire hotel yield price to attract more tourists, such as during the low season, or in a number of ancillary services, and maximize the return on the entire hotel.