试论饭店内部促销及其管理

On the Promotion and Management within a Hotel

要增加饭店的销售收入,途径不外有二:一是增加饭店客源的数量,二是提高饭店客源的人均消费额。众所周知,我国饭店业发展至今,已经历了从卖方市场到买方市场的转变,饭店间对客源的争夺日趋激烈。我国旅游市场这块“蛋糕”,其增长幅度在一定的时期内是十分有限的,而近年来的“饭店热”,却使分“蛋糕”的饭店数量急剧膨胀,导致了饭店间激烈的竞争,这已是有目共睹。争夺客源的竞争,除导致各个饭店市场占有率的重新组合外,“蛋糕”并不会因这种竞争而加大。有鉴于此,笔者认为,何不换换脑筋,在提高“蛋糕”的“营养”上做些文章?

Under the given condition that a hotel enjoys a certain number of guests, raising the average volume of consumption of the guests is of vital importance to the income of a hotel. This article tries to discuss systematically the promotion aimed at raising the average volume of cosumption and the degree of satisfaction among the guests.It includes the following three aspects:1.The definition ,classification, possibility and overall tactics of the promotion within a hotel. 2. Analysing the special function of the inner promotion for the hotel management in five areas. 3. Suggestions that can be functional are offered regarding how to carry out the promotion and management within a hotel.