相关模式技术在饭店营销中的应用

An Application of Association Pattern Technique in Hotel Marketing

本文在利用梯级洞察方法识别饭店产品属性、利益和消费者价值链关系的基础上 ,确定消费者价值与利益、利益与产品属性的相关模式矩阵 ,再利用相关模式矩阵对更多的消费者进行调查 ,利用层次分析方法对调查结果进行多目标决策分析 ,确定产品属性对消费者价值的相对重要性 。

On the basis of the utilization of Laddering Insight Method to identify the relationship chains between attributes, benefits, and consumer values for hotel products, this article establishes the association metrics between attributes and benefits, and benefits and consumer values. These metrics could be used to conduct investigation among more consumers. The survey result could be analyzed with Analytic Hierarchy Process, and by which the relative importance of attributes to the consumer values could be finally determined. These can be used as the foundation for hotel marketing mix.