酒店營銷過程中選擇何種營銷方式?

酒店營銷過程中選擇何種營銷方式?酒店營銷渠道的選擇與調(diào)整
    酒店在營銷過程中選擇何種營銷方式，以直接營銷還是以間接營銷為主，如何確定營銷渠道的長度和寬度，涉及營銷渠道選擇的問題。
1.銷售渠道的選擇與調(diào)整需考慮的因素
   （1）營銷對象因素。營銷對象的人數(shù)、分布情況、購買習(xí)慣等都會影響酒店企業(yè)的營銷渠道的選擇。若酒店的營銷對象數(shù)量大且分布廣，酒店宜采用寬長的營銷渠道，反之則直接營銷較適合。
   （2）產(chǎn)品因素。產(chǎn)品因素主要指產(chǎn)品的質(zhì)量和性質(zhì)。質(zhì)高價優(yōu)的產(chǎn)品由于往往被少數(shù)富有的購買者重復(fù)購買，因此宜采用直接營銷渠道或窄短的營銷渠道。相反，大眾化的產(chǎn)品由于購買對象眾多，分布較廣，宜采用寬長的營銷渠道。對于新產(chǎn)品，由于尚欠知名度，采用間接渠道銷售往往需花費較多“口舌”，不如采用直接營銷渠道。
   （3）酒店自身因素。北京酒店VI設(shè)計的經(jīng)濟實力、營銷管理能力等都是應(yīng)該考慮的因素，若是實力雄厚的酒店，則完成客運自己組建銷售隊伍，或是用較高的傭金來組織更多、更好的中間商隊伍。若酒店的營銷管理能力較強，也客運利用自己熟練的營銷隊伍來打開市場。反之，營銷必須以中間商為渠道。
2.酒店的銷售渠道選擇與調(diào)整銷售渠道策略
    酒店的銷售渠道選擇與調(diào)整一般有五種策略：
   （1）獨家營銷策略。指酒店在一定的市場區(qū)域內(nèi)擇優(yōu)選擇一家中間商作為營銷渠道。采用這一策略，有助于酒店控制中間商，監(jiān)督其改進服務(wù)態(tài)度，但相應(yīng)地影響了顧客購買的方便性。
   （2）廣泛營銷策略。指對中間商不作選擇，數(shù)量越多越好。該策略的有點是為顧客創(chuàng)造了購買方便，缺點是酒店控制管理營銷渠道的難度會加大。
   （3）短渠道營銷策略。指酒店選擇涉及中間商較少的營銷渠道。
   （4）長渠道營銷策略。指酒店選擇涉及中間商較多的營銷渠道。運用這一策略時，要考慮效率原則（便于顧客購買）、經(jīng)濟原則（營銷渠道能帶來總夠的營業(yè)收入和利潤）和客源原則（考慮客源的基本特點）。
   （5）選擇性營銷策略。指酒店在一定的市場區(qū)域范圍內(nèi)挑選幾家中間商作為營銷渠道，這是一個較廣泛的適用性策略。

Choice of marketing hotel marketing process? Hotel marketing channel selection and adjustment
    The choice of hotels in the marketing process marketing, direct marketing and indirect marketing, how to determine the length and width of the marketing channels involving the question of choice of marketing channels.
(1) sales channel selection and adjustment factors to be considered
   (1) factors of marketing object. The number of objects of marketing, distribution, purchase habits, etc. will affect the hotel business marketing channel choice. The number of hotel marketing object is large and widely distributed, the hotel should be wide and long marketing channels, and vice versa direct marketing is more suitable.
   (2) factors. Product factors refer to the quality and nature of the product. Excellent high quality products due to the small number of wealthy buyers often repeat purchase, should adopt the direct marketing channel or narrow short marketing channels. On the contrary, popular product due to the large purchase of objects, wide distribution, should adopt the width and length of marketing channels. For new products, outstanding popularity, the use of indirect channel sales often takes more "tongue", it is better to use direct marketing channels.
   (3) Hotel factors. Beijing hotel the economic strength of the VI design, marketing and management capabilities are factors to be considered, if the strength of the hotel, complete passenger build their own sales force, or a higher commission to organize more and better middlemen team. If the hotel's marketing ability, also the passenger to use their skilled marketing team to open up the market. On the contrary, the marketing must be the middleman for the channel.
Hotel sales channels to select and adjust the sales channel strategy
    Hotel sales channel selection and adjustment in general there are five strategies:
   (1) exclusive marketing strategy. Refers to choose the best hotels in the market area of ??a middleman as a marketing channel. To adopt this strategy, help the hotel to control brokers, supervision and improve service attitude, but the corresponding impact on the ease of purchase by the customer.
   (2) an extensive marketing strategy. The brokers do not choose the number the better. The strategy is a little bit for customers to create easy to buy, the drawback is the difficulty of the hotels control and management of marketing channels will increase.
   (3) short-channel marketing strategy. Referring to the hotels involving middlemen less marketing channels.
   (4) long-channel marketing strategy. Referring to the hotels to choose to involve brokers more marketing channels. The use of this strategy, we must consider the principle of efficiency (ease of customers to buy) economic principles (marketing channels to bring the total enough revenues and profits) and the source principle (taking into account the basic characteristics of the source).
   (5) selective marketing strategy. Selected hotels in the market area within a few middlemen as a marketing channel, which is a broader applicability of strategy.