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是什么因素影響了酒店市場營銷實施?

shishimeyinsuyingxiangliaojiudianshichangyingxiaoshishi


來源:【人和時代·中國】vi標志設計公司 發布時間:2012-07-08 11:27:40 查看次數:

是什么因素影響了酒店市場營銷實施?
1.計劃脫離實際
    酒店營銷戰略和營銷計劃通常是由上層的專業計劃人員制定的,而實施則要依靠營銷管理人員,由于這兩類人員之間往往缺乏必要的溝通和協調,而導致下列問題的出現:
   (1)酒店專業計劃人員只考慮總體戰略而忽視實施中的細節,結果使計劃過于籠統或流于形式。
   (2)專業計劃人員往往不了解計劃實施過程中的具體問題,使所定計劃脫離實際。
   (3)因為營銷管理人員并不完全理解需要他們去實施的戰略,所以在實施過程中經常遇到困難。
   (4)計劃人員和營銷管理人員沒有充分的交流與溝通,導致他們相互對立和不信任。
    現在,許多酒店已經認識到,不能光靠專業計劃人員營銷人員制定計劃。正確的做法應該是讓計劃人員協助營銷人員制定計劃。因為營銷人員比計劃人員更了解實際,讓他們參與酒店LOGO設計的計劃管理過程,會更有利于營銷戰略的實施。
2.長期目標與短期目標矛盾
    營銷戰略通常著眼于酒店的長期目標,涉及今后三至五年的經營活動,但通常是根據實施這些戰略的營銷人員的短期工作績效,如銷售量、市場占有率或利潤率等指標來對他們進行評估和獎罰的。因此,營銷人員常選擇短期行為。目前,許多公司都在尋求和采取適當措施,克服這種長期目標與短期目標之間的矛盾,以求兩者的最佳協調。
3.因循守舊的惰性
    酒店當前的經營活動往往是為了實現既定的戰略目標而進行的,新的戰略如果不符合酒店的傳統和習慣就會遭到抵制。新舊戰略的差異越大,實施新戰略可能遇到的阻力也就越大。要想實施與舊戰略截然不同的新戰略,常常需要打破酒店傳統的組織機構和供銷關系。
4.缺乏具體明確的實施方案
    實踐證明,有些戰略計劃之所以失敗,是因為計劃人員沒有制訂出明確面具體的實施方案。許多酒店面臨的困境,也是因為缺乏一個能夠使酒店內部各有關部門協調一致作戰的具體實施方案。
    酒店的高層決策和管理人員必須制定詳盡的說話時方案,規定和協調部門的活動,編制詳細周密的項目時間表,明確各部門經理應擔負的責任。只有這樣,酒店營銷戰略的實施才有保障。
   
What factors affect the implementation of the hotel marketing?
(1) plan is divorced from reality
    Hotel marketing strategy and marketing plan is usually developed by the top of the professional planners, and implementation will have to rely on the marketing and management personnel often lack the necessary communication and coordination between these two types of personnel, which led to the emergence of the following questions:
   (1) the hotel's professional planners only consider the overall strategy to ignore the implementation details of the results of the scheme is too general or a mere formality.
   (2) professional planners often do not understand the specific issues in the implementation process, the plan is divorced from reality.
   (3) marketing managers do not fully understand the need to implement the strategy in the implementation process often encountered difficulties.
   (4) planning and marketing management personnel exchanges and communication, resulting in their mutual antagonism and distrust.
    Now, many hotels have recognized that professional planners can not rely on marketing plan. The correct way is to allow program staff to assist in the marketing plan. Marketing staff more than the planners to understand the actual, so that they participate in the hotel program management process will be more conducive to the implementation of the marketing strategy.
(2) long-term goals with short-term goal of contradictions
    Marketing strategies typically focus on the long-term goal of the hotels involved in business activities for the next three to five years, but is usually based on the implementation of these strategies marketing of short-term job performance, such as sales, market share, profitability and other indicators of their evaluation and reward and punishment. Therefore, marketers often choose short-term behavior. Currently, many companies are looking for and to take appropriate measures to overcome the contradiction between the long-term goals and short-term goals, with a view to the best coordination between the two.
(3) following the beaten track of inert
    The hotel's current business activities are often carried out in order to achieve the set strategic objectives, the new strategy, if not in line with the traditions and habits of the hotel will be a boycott. The bigger the difference of old and new strategy for the implementation of the new strategy that may be encountered resistance greater. In order to implement a new strategy very different from the old strategy often need to break the traditional hotel organization and vendor relationships.
(4) lack of a specific implementation plan
    Practice has proved that the failure of some strategic plan because the plan did not work out the clear surface of a specific implementation plan. The difficulties faced by many hotels, but also because of the lack a hotel within the relevant departments coordinated combat the specific implementation plan.
    The hotel's high-level decision-making and management must develop a detailed talk programs, regulation and coordination of sector activities, the preparation of a detailed and thorough project schedule, clear each department manager responsibilities. Only in this way, the implementation of the hotel marketing strategy is guaranteed.

 

(版權所有:轉載請注明來源于【人和時代·中國】 http://www.bzwep.tw 作者:先鋒)


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