什么是酒店促銷(xiāo)概念？什么是酒店促銷(xiāo)的作用？
1.酒店促銷(xiāo)的概念
促銷(xiāo)，英文中時(shí)提升、增進(jìn)的意思。酒店促銷(xiāo)是指酒店通過(guò)各種營(yíng)銷(xiāo)宣傳手段，向目標市場(chǎng)傳遞有關(guān)本酒店及產(chǎn)品的各種信息，說(shuō)服或吸引客人前來(lái)購買(mǎi)其產(chǎn)品的市場(chǎng)營(yíng)銷(xiāo)活動(dòng)。
酒店的促銷(xiāo)與其他市場(chǎng)營(yíng)銷(xiāo)活動(dòng)如酒店的
品牌設計、產(chǎn)品決策、價(jià)格策略的確定、分銷(xiāo)等市場(chǎng)營(yíng)銷(xiāo)活動(dòng)有所不同。后者主要是在酒店內部進(jìn)行或酒店同其營(yíng)銷(xiāo)伙伴如旅行社、航空酒店、酒店等之間進(jìn)行的。而酒店促銷(xiāo)活動(dòng)則是在酒店和客人之間進(jìn)行。
酒店促銷(xiāo)實(shí)質(zhì)上是一種信息溝通活動(dòng)，酒店發(fā)出作為刺激物的各種信息，把信息傳遞到作為接受者的目標市場(chǎng)，以影響其態(tài)度和行為。
2.酒店促銷(xiāo)的作用
在市場(chǎng)經(jīng)濟條件下，一方面，酒店不可能完全清楚誰(shuí)需要什么商品，何地需要，何時(shí)需要，什么價(jià)格客人能夠接受等；另一方面，廣大消費者也不可能完全清楚什么商品由誰(shuí)供應，何地供應，何時(shí)供應，價(jià)格高低等等。正因為客觀(guān)上存在著(zhù)這種酒店與消費者間信息分離的矛盾，酒店必須利用促銷(xiāo)活動(dòng)，通過(guò)溝通，把酒店的產(chǎn)品和服務(wù)等信息傳遞給消費者，以增進(jìn)其了解、信賴(lài)并購買(mǎi)本酒店產(chǎn)品，達到擴大銷(xiāo)售的目的。隨著(zhù)酒店產(chǎn)品的要求越來(lái)越高，挑選余地越來(lái)越大，因此酒店與消費者之間的溝通更為重要，酒店更需加強促銷(xiāo)，利用各種促銷(xiāo)方式使廣大消費者加深對其產(chǎn)品的認識，以使消費者愿多花錢(qián)來(lái)購買(mǎi)其產(chǎn)品。
酒店促銷(xiāo)有以下作用：
（1）告知作用
酒店促銷(xiāo)能夠把酒店的產(chǎn)品、服務(wù)、價(jià)格等信息傳遞給目標市場(chǎng)，引起他們的注意。
（2）說(shuō)服作用
酒店促銷(xiāo)的目的在于通過(guò)各種有效的方式，解除目標市場(chǎng)對產(chǎn)品或服務(wù)的疑慮，說(shuō)服目標市場(chǎng)堅定購買(mǎi)決心。例如，在同類(lèi)酒店產(chǎn)品中，許多產(chǎn)品往往只有細致的差別，客人難以察覺(jué)。酒店通過(guò)促銷(xiāo)活動(dòng)，宣傳自己產(chǎn)品的特點(diǎn)，使客人認識到宣傳酒店的產(chǎn)品可能帶來(lái)的特殊利益，進(jìn)而樂(lè )于購買(mǎi)。
（3）創(chuàng )造需求
酒店促銷(xiāo)活動(dòng)不僅可以誘導需求，而且可以創(chuàng )造需求，發(fā)掘潛在的客人，擴大銷(xiāo)售量。
（4）樹(shù)立良好的形象
酒店促銷(xiāo)活動(dòng)，通過(guò)對
酒店形象設計及產(chǎn)品的介紹和宣傳，對于在公眾心目中樹(shù)立酒店良好的形象，起到了促進(jìn)的作用。
3.酒店促銷(xiāo)手段
酒店促銷(xiāo)手段包括人員廣告、人員推銷(xiāo)、銷(xiāo)售促進(jìn)和公共關(guān)系等，有效的酒店促銷(xiāo)策略就是酒店促銷(xiāo)手段的有機整合。
Hotel promotions concept? What is the hotel promotional role?
A hotel marketing concept
Promotion, upgrade, enhance the meaning. The hotel promotion is to hotel marketing campaign through various means, passing a variety of information about the hotel and the product to the target market, persuade or attract customers come to buy their product marketing activities.
Hotel promotions and other marketing activities, such as different hotel product decisions, pricing strategy to determine the distribution of marketing activities. The latter is mainly within the hotel or hotel with its marketing partners, such as between travel agents, aviation, hotels, hotel. Hotel promotion is in between the hotel and guests.
The hotel promotion is essentially a communication activity, the hotel issued as irritants in a variety of information, the information passed to the target market as the recipient, in order to influence their attitudes and behavior.
Hotel promotion role
Under market economy conditions, on the one hand, the hotel can not be fully aware of who needs what products and where needed, when needed, and what price guests are able to accept; the other hand, the majority of consumers are not entirely clear what goods who should supply, where supply, when supply, price level, and so on. Precisely because the objective contradictions of separation between this hotel and consumers, the hotel must take advantage of promotional activities, communication, hotel products and services and other information is passed on to consumers to enhance their understanding, trust and purchase the hotel products, to expand sales. With the increasingly high demand for hotel products and a growing selection of room, so the communication between the hotel and consumers is more important, the hotel need to strengthen the promotion, use of a variety of promotions to enable consumers to deepen their products understanding, so that the consumer is willing to spend more money to buy their products.
The hotel promotion has the following functions:
(1) inform the role of
Hotel Promotions hotel products, services, prices and other information to target market their attention.
(2) persuasive
Hotel promotion aims to lift the doubts of the target market for the products or services through a variety of effective ways to convince the target market to a firm purchase commitment. For example, in a similar hotel products, many products are often only detailed the difference between, guests are difficult to detect. Hotel through the promotional activities to publicize the characteristics of their products, so that the guests recognize the special interests of the publicity the hotel product may bring, and thus willing to buy.
(3) create demand
Hotel promotion can not only induce demand, but also to create demand, identify potential customers, and expand sales.
(4) establish a good image
Hotel promotions, hotel and product presentation and promotion, establish a good image of the hotel in the public mind, has played a facilitating role.
3 hotel promotions
Hotel promotions, including staff advertising, personal selling, sales promotion and public relations, effective hotel marketing strategy is the organic integration of hotel promotions.
