酒店產(chǎn)品推銷(xiāo)計劃要制定哪些要素？

酒店產(chǎn)品推銷(xiāo)計劃要制定哪些要素？
    推銷(xiāo)計劃圍繞以下三個(gè)要素來(lái)制定：
   （1）推銷(xiāo)對象及其需求
    對推銷(xiāo)對象的確定和了解是制定推銷(xiāo)計劃的基礎。首先確定誰(shuí)是推銷(xiāo)對象，其次通過(guò)各種渠道掌握推銷(xiāo)對象的詳細信息。
    第一，如果推銷(xiāo)對象是個(gè)人的話(huà)，應搜集到以下的資料：
    推銷(xiāo)對象的心理情況：姓名、年齡、教育背景、生活水平、購買(mǎi)能力；
    推銷(xiāo)對象的社會(huì )情況：需要程度、興趣、愛(ài)好、人格、個(gè)性；
    推銷(xiāo)對象的社會(huì )情況：有無(wú)決定權、社交范圍、周邊有影響力的人是誰(shuí)；
    訪(fǎng)問(wèn)推銷(xiāo)對象的要求：適合拜訪(fǎng)的時(shí)間、地點(diǎn)。
    第二，如果推銷(xiāo)對象是機構時(shí)，除了要搜集受訪(fǎng)人員的個(gè)人資料之外，還要特別注意下列資料的搜集：
    機構的決策情況：最高決策人是誰(shuí)，誰(shuí)最有影響力；
    機構購買(mǎi)流程情況：具體負責購買(mǎi)的部門(mén)；
    機構的財務(wù)情況：信用狀況、購買(mǎi)政策、付款的流程。
   （2）推銷(xiāo)目的和推銷(xiāo)方式
    考慮每次推銷(xiāo)中具體情況的不同，酒店推銷(xiāo)產(chǎn)品人員在制定推銷(xiāo)計劃時(shí)，除了確定使客人購買(mǎi)產(chǎn)品這個(gè)主要目標外，還應為推銷(xiāo)活動(dòng)準備幾個(gè)次要目的。在推銷(xiāo)過(guò)程中，即使無(wú)法達到主要目的，推銷(xiāo)人員也應力求達到某些次要目的，例如，和客人建立友好的關(guān)系；讓客人全面了解酒店的產(chǎn)品和服務(wù);讓客人對產(chǎn)品產(chǎn)生興趣；消除客人的疑慮甚至是戒備心理等。
    推銷(xiāo)方式與推銷(xiāo)目的直接的關(guān)系；酒店產(chǎn)品推銷(xiāo)方式根據不同的標準可以進(jìn)行不同的分類(lèi)。根據推銷(xiāo)進(jìn)行的地點(diǎn)可以分成店內推銷(xiāo)和店外推銷(xiāo)。
    第一，店內推銷(xiāo)是酒店推銷(xiāo)人員針對酒店內來(lái)預訂的客人所進(jìn)行的推銷(xiāo)。
    第二，店外推銷(xiāo)是酒店推銷(xiāo)人員針對酒店外部曾來(lái)酒店消費過(guò)的客人和潛在的客人所進(jìn)行的推銷(xiāo)。店外推銷(xiāo)包括人員推銷(xiāo)和通訊推銷(xiāo)兩種。
    人員推銷(xiāo)分為貿然訪(fǎng)問(wèn)和約定訪(fǎng)問(wèn)。貿然訪(fǎng)問(wèn)指酒店推銷(xiāo)人員在較小的地理區域，對潛在客戶(hù)的短時(shí)間的訪(fǎng)問(wèn)。貿然訪(fǎng)問(wèn)是在對客人了解甚少，甚至完全不了解的情況下展開(kāi)推銷(xiāo)活動(dòng)。這種訪(fǎng)問(wèn)是一種探察式的訪(fǎng)問(wèn)，訪(fǎng)問(wèn)的目的不是促進(jìn)購買(mǎi)，而是收集信息，建立聯(lián)系，為后續的推銷(xiāo)做準備；約定訪(fǎng)問(wèn)是酒店推銷(xiāo)人員按照事先的約定對客人進(jìn)行的訪(fǎng)問(wèn)。這種客人一般是打算購買(mǎi)酒店產(chǎn)品，但是需要同推銷(xiāo)人員進(jìn)一步確定細節的客人。
    通訊訪(fǎng)問(wèn)分為電話(huà)訪(fǎng)問(wèn)和通信訪(fǎng)問(wèn)。電話(huà)訪(fǎng)問(wèn)是酒店推銷(xiāo)人員利用電話(huà)對客人進(jìn)行的訪(fǎng)問(wèn)；通信訪(fǎng)問(wèn)是酒店推銷(xiāo)人員利用書(shū)面信件或電子郵件的往返對客人進(jìn)行傳達信息的訪(fǎng)問(wèn)。在現代社會(huì )中，通訊訪(fǎng)問(wèn)可稱(chēng)得上是最方便最經(jīng)濟的訪(fǎng)問(wèn)法，然而，由于客人對酒店推銷(xiāo)人員的情況了解的少，光憑電話(huà)、信件就想取得客人的信任，相當困難；而且，很容易引起對方猜忌、懷疑。因此，推銷(xiāo)人員一定掌握有效方法，才能提高訪(fǎng)問(wèn)的效率。
   （3）產(chǎn)品和服務(wù)的特點(diǎn)
    酒店推銷(xiāo)人員對本酒店vi設計產(chǎn)品或服務(wù)應了如指掌，隨時(shí)準備答復客人可能提出的任何問(wèn)題或異議，因為當你充滿(mǎn)熱情、如數家珍地介紹你的產(chǎn)品或服務(wù)時(shí)，客人能夠感受到你對酒店的信心與熱愛(ài)，自然也容易被感染。比如推銷(xiāo)宴會(huì )生意時(shí)，應切實(shí)弄清各廳可容納的席位數，清楚菜單上的每一道菜，了解其他服務(wù)設施，如音樂(lè )、影響配置、有無(wú)鮮花提供等。
    推銷(xiāo)人員根據訪(fǎng)問(wèn)對象的類(lèi)型和酒店產(chǎn)品及服務(wù)的特點(diǎn)準備恰當的推銷(xiāo)材料：或視覺(jué)效果良好的彩色圖片，或具體說(shuō)明性材料，或廣告宣傳品，或客觀(guān)性較強的數字文件。
 
Hotel marketing plan to develop what elements?
    The marketing plan around the following three elements to develop:
   (1) sell the objects and their needs
    Right to sell the object to identify and understand the basis for the development of marketing plans. First, determine who is to sell the object, followed by detailed information of the master to sell an object through various channels.
    First, if the marketing object is the individual, then, should collect the following information:
    The psychological situation of the marketing object: name, age, educational background, level of living, purchasing power;
    Marketing on the social situation: the extent of need, interests, hobbies, personality, personality;
    Promote the social conditions of the object: Who is whether the decision rights, social range, surrounded by influential;
    Requirements: Access to sell the object for visit time, location.
    Second, if the marketing object when the agencies, in addition to collect the respondents' personal information, but also pay special attention to the collection of the following information:
    Agency decision-making: the supreme decision-making, his heirs, who is the most influential;
    Institutions buying process: specifically responsible for the purchase of the department;
    Institution's financial situation: credit, purchasing policies, the payment process.
   (2) marketing purpose and marketing
    Consider each market in the specific circumstances of different hotel sales personnel in the development of marketing plans, in addition to determining the customers to buy this main goal of the product, but also for marketing activities to prepare several secondary purpose. In the selling process, even if unable to achieve the main purpose of sales personnel should strive to achieve some secondary purpose, for example, to establish friendly relations and guests; guests a comprehensive understanding of the products and services of the hotel; guests interested in the products; eliminate The guests' concerns and even alert psychology.
    Selling and marketing purpose a direct relationship; Hotel Marketing according to the different standards for different classifications. Selling locations can be divided into the store to sell and outside the shop to sell.
    First, store merchandising is the marketing of the guests of the hotel sales personnel for the hotel booking.
    Second, outside the shop to sell the hotel sales staff to the hotel has consumed for the exterior, guests and potential guests marketing. To sell outside the shop, including personnel to sell two kinds of marketing and communications.
    Personal selling is divided into hastily access and agreed access. Hastily access to the hotel sales staff in a smaller geographic area, a brief visit to potential customers. The hastily access and little is known about the guests, expand marketing activities or even completely do not understand. This visit is an exploratory type of visit, purpose of the visit is not to promote the purchase, but to gather information, establish contacts in preparation for the subsequent marketing; convention visit is the visit to the guests by the hotel sales staff in accordance with the prior agreement. The guests generally intended to buy the hotel product, but with sales personnel to further determine the details of the guests.
    Communications access into telephone access and communication access. Telephone access is access to the guests by the hotel sales staff by telephone; communication access to the hotel sales staff to use in writing letters or e-mail to and from the guests to convey access to information. In modern society, communications, access can be regarded as the most convenient and most economical access method, However, due to the guests of the hotel sales staff to understand, even with telephone, mail seeking to attain the trust of the guests, very difficult; and very easily lead to suspicion, suspicion. Therefore, sales personnel must master effective methods in order to improve the efficiency of the visit.
   (3) the characteristics of products and services
    Hotel sales personnel should be well aware of the products or services of our hotel, ready to answer guests may put forward any questions or objections, passionate, familiar way to introduce your product or service, guests can feel your confidence and love of the hotel naturally likely to be infected. Such as selling banquet business, should effectively clarify the various rooms can accommodate the number of seats clear every dish on the menu, learn about other service facilities, such as music, affect the configuration, with or without flowers, etc..
    Sales personnel access to the object type and the characteristics of hotel products and services to prepare appropriate marketing materials: visual effects color photographs or explanatory material, or advertisement, or objectivity of a strong digital file.