市场营销计划营销部预算

1、 Business Plan - Budget for Sales & MarketingA written marketing plan is the back cloth against which operational decisions are taken on an on-going basis. Consequently too much detail should not be attempted. Its major function is to determine where the company is now, where it wants to go, and how

2、 to get there.一份书面的市场营销方案是整个酒店持续营运决策中不可缺少的根底和支柱。不要尝试做到面面俱到。它的主要功能是决定本酒店目前的定位和今后开展的方向及如何到达这个目标。 市场营销方案 - 营销部的预算It lies at the heart of a companys revenue-generating activities and from it flow all other corporate activities, such as timing of the cash flow, the size and character of the labor force,

3、and so on.它是依赖于酒店为取得最大收益所采取的行为方式以及由此而产生的辅助方式， 例如现金流周期、劳动力本钱的范围和特征等等Why Business Plan is Important市场营销方案的重要性Business Plan is a goal 方案是目标No Business Plan means can not evaluate 没有方案意味着不可能进行有效评估Business Plan is one of a way to motivate staff 方案是鼓励员工的有效措施之一“ A team without goals is just another ineffec

4、tive committee“一个没有目标的团体只是一群没有效率的团队Business Plan Include市场营销方案的内容Overview 概述Analysis 分析Marketing Plan 市场方案Supporting Program 支撑体系Business Plan Include市场营销方案的内容Overview 概述Overview概述Executive Summary 行政小结Market Condition 市场环境SWOTPositioning Statement 定位描述Executive Summary 行政小结Current Situation 目前状况Cha

5、nges Planned 可预见的变动Anticipated for the Plan Year 对下一年的展望Executive Summary should be a brief summary of the detailed findings that are to follow行政小结是对需要执行的具体细节的简短描述Market Condition市场环境External Factors 外部因素Internal Factors 内部因素Changes in the supply and demand for hotel accommodation 酒店住宿的供求变化Competiti

6、ve advantage and disadvantage 竞争的有利和不利条件SWOTS Strength 强项W Weakness 弱项O Opportunity 时机T - Threat 威胁Positioning Statement定位描述A single, simple message 单一、简单的信息Sets you apart from your competitors 从你的竞争对手当中脱颖而出What makes you different 让你不同于别人的众多因素Business Plan Include市场营销方案的内容Overview 概述Analysis 分析Anal

7、ysis 分析Competitive Set Analysis 竞争对手的分析Market Segment 市场细分Geographic Feeder Markets 按地域的市场分类Frequency Programs 持续不断的工程Marketing Communications Activities 市场公关活动Pricing Strategy 价格策略Accounts Productivity 客户产量Competitive Set Analysis竞争对手分析Who are your real competitors 谁是真正的竞争对手REVPAR Revenue per avail

8、able room 每间可卖房收入RGI Revenue Generated Index 收入综合指数Ranking No.1 is your goal 排名 - 目标是要成为第一SampleMarket Segment按客源分类的市场Main market 主要市场Most potential market 潜在的市场20 80 rule 20-80法那么Geographic Feeder Markets按地域划分的市场History past year 去年Forecast coming year 预测来年% of increase or decrease 增长和减少的%Economic

9、or political condition 经济、政治环境Frequency Programs 持续不断的工程Package 各种包价Promotion 推广活动Barter Agreement 互免协议Sponsorship 赞助Marketing Communications Activities市场公关活动Focus on the brand 以品牌为中心Influence customer behavior 影响客人的行为Establish property image opening hotel 树立企业形象 开业酒店Pricing Strategy 价格策略Consistent

10、with hotel positioning 酒店市场定位的一致性Market conditions 市场环境Competitors pricing plan 竞争对手的价格方案Achieve the plan objectives 到达方案的目标Accounts Productivity客户产量Key Account 主要客户New Account 新客户Focus on your loyalty customer 关注忠实客户Business Plan Include市场营销方案的内容Overview 概述Analysis 分析Marketing Plan 市场方案Marketing Pl

11、an市场方案Overview 概述Market Segment Strategy 市场细分战略Conference and Banquets Market Segment 会议、宴会市场细分Food & Beverage Outlet Strategy 餐饮各营业点策略Always ask the Questions to yourself不断提醒自己Do I have the right strategy ? 我的战略是否正确.中国最大的资料库下载Have I Maximized all opportunities and resources available from the hotel

12、 ? 我是否利用所有的时机和资源将酒店收入最大化Have I allocated sufficient budget to enable the hotel to achieve its objectives ? 我是否为到达目标而合理的分配预算Business Plan Include市场营销方案的内容Overview 概述Analysis 分析Marketing Plan 市场方案Supporting Program 支撑体系Supporting Program 支撑体系Travel schedule trade shows 推广方案Travel schedule sales trips 销售出差时间表Sales and Marketing Or