浅谈新形势下酒店营销策略

Discussion on Hotel Marketing Strategy in New Situation

随着社会发展的不断加快,科技创新、循环经济和绿色环保已成为今后的发展趋势。政府也在号召国民厉行节约、反对铺张浪费,酒店营销在新形势下步入了困局。通过分析我国酒店营销方式,提出了酒店要创新营销策略,适应我国新政策,参与市场竞争,顺应酒店业发展趋势。要走大众消费模式,拓展平民化消费市场;倡导绿色消费方式,引领健康饮食时尚;突出酒店特色,树立品牌营销理念;实行精细化管理,满足不同顾客的需要;以文化引领消费,丰富酒店文化内涵;丰富产品类型,进行多渠道营销;只有摒弃之前单一的营销模式,即过分依靠政府、企业公款消费的分销渠道,积极开展多元化的营销方式,酒店才会在市场行情的瞬间变化和竞争局势的激烈演变中增强适应性。

With the continuous acceleration of social development,scientific and technological innovation,circular economy and green environmental protection have become the development trend in the future.The government is also calling on the people to practice economy and fight against extravagance and waste.Hotel marketing has entered a dilemma under the new situation.Through the analysis of the hotel marketing mode in China,the paper puts forward that the hotel should innovate the marketing strategy,adapt to the new policy of our country,participate in the market competition and conform to the development trend of the hotel industry.We should follow the mass consumption mode to expand the civilian consumption market;advocate green consumption mode to lead healthy diet fashion;highlight hotel characteristics and establish brand marketing concept;implement fine management to meet the needs of different customers;lead consumption with culture to enrich the cultural connotation of the hotel;enrich product types and carry out multi-channel marketing;abandon the previous single marketing mode That is to say,relying on the distribution channels of government and enterprise public funds excessively and actively developing diversified marketing methods,hotels will enhance their adaptability in the instant changes of market conditions and the fierce evolution of the competitive situation.