酒店服务营销

1、 酒店服务营销服务营销组合7PService quality managementtask2: theoriestask4：targetingtask5: postioningtask6: service marketing plantask3：segmentstask 1：core conceptstask1：gap model of service qualityTask2: customers behaviorTask3: service rescueTask4:servie process & blueprintTask5:service design and standards Ta

2、sk5:physical evidenceTask1: product and pricingTask2: promotion , placeTask3: peopleTask4:processcontentsStrategy managemtnservice strategy management for hotelService marketing mixHotel service quality management服务营销组合7P服务质量管理二：相关理论四：选择五：定位六：服务营销计划制作三：细分一：核心概念群一：服务质量差距模型二：服务中的顾客行为三：投诉四：服务流程与蓝图五：服务补

3、救五：有形展示一：产品、定价二：分销、促销三：人四：过程课程内容体系战略管理酒店服务营销战略管理酒店服务营销组合酒店服务质量管理Part 1 Defining MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and exchanging the products and value with each other. - Philip KotlerThe concept of exch

4、ange means that both sides obtain what they need and want. 5Designing customer-driven marketing strategyThere are five concepts that define the marketing management philosophies:Production ConceptProduct ConceptSelling ConceptMarketing Concept Societal Marketing Concept 6Marketing ManagementProducti

5、on Concept also known as manufacturing concept holds that consumers will favor products that are available and highly affordable management should focus on production and distribution7Product Concept holds that consumers prefer existing productsmanagement should focus on developing good versions of

6、these products Marketing ManagementSelling Concept holds that consumers will not buy enough of the organization products unless the organization undertakes a large selling and promotion effortMarketing Concept holds that achieving organizational goals depends on determining the needs and wants of ta

7、rget markets and delivering the desired satisfaction more effectively and efficiently than competitors9Customer Needs and WantsNeeds A human need is a persons conscious feeling of deprivation. it is something a person requires to experience satisfactionPhysiological needs - basic needs for human sur

8、vivalthe need to eat, drink, and sleep, to keep warm, and to reproduce are basic needs for human survivalPsychological needthe need for belonging, affection, self-esteem, recognition, status and respect Core Marketing Concepts10Wants Wants are formed after needs are shaped by culture, society and in

9、dividual personalityConsumers communicate their needs through wants There are two kinds of wantsa tangible want psychological wantDemands: when backed by buying power, wants demands.Customer Needs and WantsCore Marketing Concepts11Designing customer-driven marketing strategymarket segmentation targe

10、t marketing positioning/ choosing a value proposition : a set of benefits or values it promises to deliver to consumers to satisfy their needs.)There are five concepts that define the marketing management philosophies:Production ConceptProduct ConceptSelling ConceptMarketing Concept Societal Marketi

11、ng Concept Three questions for learning the five concepts:What does it hold ? What does it focus on? I s there any problem for this concept?12Marketing ManagementProduction Concept also known as manufacturing concept holds that consumers will favor products that are available and highly affordable m

12、anagement should focus on production and distributionWhat this concept will lead to ? Thinkingand give an exampleEg: a outdoor balcony of the dining room.According this concept , what should the service person do ? How about customer orientated?13Product Concept holds that consumers prefer existing

13、productsmanagement should focus on developing good versions of these products misses the point that consumers are trying to satisfy needs and might turn to different products to better satisfy those needs. E.g. using motels instead of hotels or fast foods outlets, instead of restaurants. Marketing M

14、anagementSelling Concept holds that consumers will not buy enough of the organization products unless the organization undertakes a large selling and promotion effortthe aim is to make every possible sale, not to worry about satisfaction after the sale or revenue contribution of the saleMarketing Co

15、ncept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitorsMany chances to improve15A product is anything that can be offered to satisfy a need or a want.A manuf

16、actured product is a tangible product.A service is an intangible product. Combination of tangible , services, information , or experiential product components.In the hospitality industry, the intangible product including customer service and experience are more important than the tangible product. (

17、review the definition of tourism from the aspect of tourists )Products/ market offeringsCore Marketing Concepts16Customer value the difference between the benefits that the customer gains from owning and/or using a product and the costs of obtaining the product. ( Costs can be monetary and nonmoneta

18、ry . )What is“ nonmonetary cost ”？ValueCore Marketing Concepts17SatisfactionCustomer satisfaction depends on a products perceived performance in delivering value relative to a buyers expectations. If performance meets expectations, customer is satisfied, if it exceeds, customer will be delighted/ hi

19、ghly satisfied. ( Customer expectations are based on past buying experience , the opinion of friends and the market information .)Do Performance expectation outcomeMarketing Goals1. Customer satisfaction and (service) quality customer satisfactiondelivered (perceived) service/productexpected service

20、/product* customer dissatisfactiondelivered (perceived) service/productexpected service/product* requires a “positive expectation”2、服务的特征无形性服务的本质特征异质性易逝性同步性Implications of IntangibilityServices cannot be inventoriedServices cannot be patentedServices cannot be readily displayed or communicatedPricin

21、g is difficultStrategies for intangibilityprovide tangible evidencesymbolic cues (i.e. uniforms, logos)tangible cues (i.e. membership cards, ticket, certificates)reduce riskemphasise reputation and qualificationsservice guaranteesinform and educate customers由无形性所引起的营销问题：（1）缺乏存储的能力（2）缺乏专利的保护（3）展示或传达服

22、务中的困难性（4）服务定价的困难性对无形性问题的可能解决办法：（1）使用有形的暗示（2）使用人员信息源（3）创造强有力的组织形象易损失性（易逝性）由于服务的无形性和不可分离性，使得服务不可能象有形产品一样贮存起来，以备未来销售。与商品可以库存并在以后的某一天销售不同，原来可以使用的服务，如果不卖掉也就不再存在了。服务不能退货或转售服务的供应和需求难以同步进行 （1）需求策略：创造性定价（2）需求策略：预订系统（3）需求战略：开发补充性的服务（4）需求战略：开发非高峰期的需求（5）供应战略：使用兼职员工（6）供应战略：能力共享（7）供应战略：对扩展的事先准备（8）供应战略：利用第三方（9）供应战

23、略：增加顾客的参与对易损失性问题的可能解决办法Implications of HeterogeneityService delivery and customer satisfaction depend on employee actionsService quality depends on many uncontrollable factorsThere is no sure knowledge that the service delivered matches what was planned and promotedStrategies for Variabilitycustomer

24、 surveys and feedbacktraining in interpersonal and technical skillsprovide product knowledge ensure back-stage systems support front line staffuse standardisation strategies franchising, scriptsbuild quality into all processes 异质性（或可变性）所引起的营销问题：异质性所引起的主要障碍就是服务的标准化和质量控制特别难于实现。 变异性问题的可能解决方法：（1）定制化（2）标

25、准化 Inseparablesimultaneous production and consumptionthe service provider is the productthe customer is involved (partial employee)other customers may be present定义1.服务的无形性导致了服务的不可分离性2.服务的不可分离型是指服务人员提供服务的生产过程和消费者消费、享用的过程同时进行。3.服务的生产和消费过程在时间上是不可分离的挑战1.服务人员2.消费者参与3.其他消费者参与产生4.大规模生产难以开展消费者常把服务人员等同于服务本身，

26、因此服务人员表现的好坏直接关系到消费者对服务质量优劣的评价消费者的参与难免会对服务的生产过程产生影响。其他消费者的存在也会对消费者享受服务的效果产生影响。服务是由服务人员提供且消费者消费同时进行，而服务人员在同一时刻所提供的服务是有限的。解决措施1.对服务人员进行备培训：礼仪方面以及业务方面（统一的服务流程和服务规范）2.对消费者进行管理：服务业规定服务内容和调整范围，并对消费者享用服务过程进行引导3.对服务网点进行增设：克服单个服务人员所提供的服务量的限制4.对服务进行简化：通过适当的简化服务过程，增加单个服务人员的服务供给量5.对服务环境进行改善：服务人员的外观；服务场所的内部、外部设计服

27、务的特征及带来的营销挑战服务带来的营销挑战无形性服务不易展示、难以沟通服务不能受到专利保护缺乏存储能力难以定价同步性员工参与服务的过程顾客参与服务过程顾客之间相互影响难以进行大规模生产异质性服务质量控制的难题易逝性服务不能退货或转售服务的供应和需求难以同步进行 饭店环境综合分析的概念SStrengths 优势WWeaknesses 劣势OOpportunity 机会TThreats 威胁采用SWOT分析法对饭店营销环境进行综合分析饭店市场营销调研的方法面谈法电话调查法邮寄调查法观察法实验法非随机抽样随机抽样饭店顾客市场的购买行为特点个人顾客市场购买行为的特点： 多样性 可诱导性 庞大而分散组织

28、顾客市场购买行为的特点： 从交易数量上看 从交易频率上看 从购买动机上看 从交易范围上看饭店市场细分的概念市场细分理论 把千千万万个顾客，按照顾客消费需求的不同而划分成一个个群体，这每一个群体就称之为“细分市场”。饭店市场细分的概念 “同质市场”和“异质市场”的概念 由需求基本相近的顾客组成的市场称作为同质市场 由许多具有不同需求的顾客组成的市场称作为异质市场 饭店市场是一个十分典型的异质市场饭店市场细分的方法按地理位置细分（按不同地区、地形气候、城市或乡村、交通运输等考虑因素进行市场细分）按客人性质细分按社会形态细分按行为特征细分按中间商细分按用餐目的细分影响消费行为的因素影响购买行为的因素

29、难以觉察的因素可以觉察的因素社会因素文化因素心理因素个人因素市场营销策略组合产品策略价格策略渠道策略促销策略顾客心理反应 顾客决策过程顾客特点购买决策产品选择商标选择经销商选择购买时间决定购买数量决定饭店目标市场的含义 饭店目标市场是指在细分市场的基础上，确定作为自己服务对象的最佳细分市场。饭店目标市场选择的基本营销策略1.无差异性营销策略 饭店将整个市场作为自己的目标市场，只推出一种饭店产品，运用一种营销组合方案，去满足所有顾客的需要饭店目标市场选择的基本营销策略2.差异性营销策略 饭店从不同细分市场的需求差异性出发，针对各个不同细分市场的特点，分别推出不同的饭店产品，采用不同的营销组合方案

30、，以满足各类不同的顾客饭店目标市场选择的基本营销策略3.集中性营销策略 饭店在市场细分的基础上，从整体市场中选择一个或少数几个细分市场作为目标市场，采用一种营销组合策略来集中满足这些目标市场顾客的需求饭店目标市场策略选择的考虑因素目标市场选择策略资源市场同质性产品同质性产品生命周期竞争者数目无差异多高高导入期成长期少差异多低低成熟期多集中少低低衰退期多市场营销在企业战略规划中的作用 目标市场选择过程Market Segmentation: determining distinct groups of buyers (segments) with different needs.Market T

31、argeting: evaluating and selecting which target segments to enter.Market Positioning: products distinctive and desirable place in the minds of target segments compared to competing products.基于竞争优势的营销战略Market-LeaderMarket ChallengerMarket-FollowerMarket-Nicher Developing Growth Strategies 1. 市场 渗透 2.

32、 市场 开发 3. 产品 开发4. 多元化发展ExistingMarketsNewMarketsExistingProductsNewProducts产品/ 市场 扩展 矩阵 产品/ 市场 拓展矩阵市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores.市场开发: develop new markets with current products. How? Identify new

33、demographic or geographic markets.产品开发: offering modified or new products to current customers. How? New styles, flavors, colors, or modified products.多元化: new products for new markets. How? Start up or buy new businesses. Services Marketing Mix市场营销要素营销组合的转变过程从4Ps到4Cs product-customer solution price

34、 customer cost place- convenience Promotion-communication4P参考营销管理作者：菲利普.科特勒P22从4Cs到7PsTraditional Marketing MixAll elements within the control of the firm that communicate the firms capabilities and image to customers or that influence customer satisfaction with the firms product and services: Produ

35、ct Price Place PromotionAn expanded marketing mix for servicesCustomersPricePlace & TimePromotionProduct (service)PeopleProcessPhysical evidenceCustomersPriceCustomersPlace, cyber-space & timeThe Marketing Mix Product Anything that might satisfy a need.This can include tangible products and intangib

36、le services. Travel service provider distributes the travel products of its suppliers and sells any value-added services it develops to enhance its overall competitiveness. 58The Marketing MixPromotionInvolves communicating to the target customers of an organisation that his or her needs will be sat

37、isfied by the services offered by the company.The marketer chooses from a number of means of communicating the message - which form the promotional mix of the company. 59The Marketing MixPlace Also known as distribution, involves the selection of channels by which a company communicates its products

38、 to its intended customers.In addition to Product, Price, Promotion and Place, three other “P”s are important to the service industry.60The Marketing MixPrice Is the only P that brings in the revenue for the company.Refers to the amount of money that a company charges for its products and services.

39、Is dependent on what its customers are willing to pay. 61The marketing mixPeople Due to the inseparability characteristic, the quality of the hospitality product is highly dependent on the service skills of the people who sell and deliver them.Physical EvidenceThe environment in which the service is

40、 delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.atmospheredcor, music etc.equipmentfacilitiesuniformsThe marketing mixPhysical Evidence The environment in which the service is delivered and where the firm an

41、d customer interact, and any tangible components that facilitate performance or communication of the service.It includes layout, noise, temperature, decorates, etc.ProcessThe actual procedures, mechanisms, and flow of activities by which the service is deliveredthe service delivery and operating sys

42、tems.service delivery systemsback stagefront stageprocedurespoliciesThe marketing mixMarketing mixProcess Due to the service intangibility, the process by which hospitality products and services are made available and supported is viewed as crucial .Through differentiation and managing service, a se

43、rvice company can attain a competitive position Expanded Marketing Mix for ServicesWhat is a Product?Anything that can be offered to a market for attention, acquisition, use or consumption.Satisfies a want or a need.Includes:Physical ProductsServicesPersonsPlacesOrganizationsIdeasCombinations of the

44、 aboveLevels of ProductBrandNameQualityLevelPackagingDesignFeaturesDelivery& CreditInstallationWarrantyAfter-SaleServiceCoreBenefitorServiceActualProductCoreProductAugmentedProduct饭店产品组合广度和深度产品广度客房餐饮商场康乐中心产品深度单间标准间常规套间豪华套间中餐厅自助餐厅西餐厅日式餐厅酒吧化妆品工艺品服装皮制品健身房桑拿浴室美容美发厅网球场保龄球歌舞厅产品品类产品项目*Boston Consulting Gro

45、up ApproachQUESTION MARKSHigh growth, low share Build into Stars or phase out Require cash to hold market shareDOGSLow growth & share Low profit potentialHigh LowMarket Growth Rate Low HighRelative Market ShareSTARSHigh growth & shareProfit potential May need heavy investment to grow?CASH COWSLow gr

46、owth, high shareEstablished, successful SBUs Produce cashCorporate Strategic Planning71饭店产品组合的评价方法波士顿（BCG）矩阵法明星产品纽约肉排问题产品 炸龙虾香酥鸡 金牛产品 牛肉丝瘦狗类产品高低低高产品平均边际利润产品平均销售率对策：发展、维持、收割、放弃酒店产品的生命周期一：引入期 指产品从设计投产直到投入市场进入测试阶段。此时产品品种少，顾客对产品还不了解，除少数追求新奇的顾客外，几乎无人实际购买该产品。生产者为了扩大销路，不得不投入大量的促销费用，对产品进行宣传推广。该阶段由于生产技术方面的限制

47、，产品生产批量小，制造成本高，广告费用大，产品销售价格偏高，销售量极为有限，企业通常不能获利，反而可能亏损。二：成长期 当产品进入引入期，销售取得成功之后，便进入了成长期。成长期 是指产品通过试销效果良好，购买者逐渐接受该产品，产品在市场上站住脚并且打开了销路。这是需求增长阶段，需求量和销售额迅速上升。生产成本大幅度下降，利润迅速增长。与此同时，竞争者看到有产品生命周期理论利可图，将纷纷进入市场参与竞争，使同类产品供给量增加，价格随之下降，企业利润增长速度逐步减慢，最后达到生命周期利润的最高点。 酒店产品的生命周期指一种酒店新产品从开始进入市场到被市场淘汰的整个过程，包括引入期、成长期、成熟期

48、和衰退期。 三、成熟期 指产品走入大批量生产并稳定地进入市场销售，经过成长期之后，随着购买产品的人数增多，市场需求趋于饱和。此时，产品普及并日趋标准化，成本低而产量大。销售增长速度缓慢直至转而下降，由于竞争的加剧，导致同类产品生产企之间不得不加大在产品质量、花色、规格、包装服务等方面加大投入，在一定程度上增加了成本。 四、衰退期 是指产品进入了淘汰阶段。随着科技的发展以及消费习惯的改变等原因，产品的销售量和利润持续下降，产品在市场上已经老化，不能适应市场需求，市场上已经有其它性能更好、价格更低的新产品，足以满足消费者的需求。此时成本较高的企业就会由于无利可图而陆续停止生产，该类产典型产品生命周

49、期理论品的生命周期也就陆续结束，以至最后完全撤出市场。Product Life CycleSales and Profits Over the Products Life From Inception to DemiseTimeProductDevelopmentStageIntroductionProfitsSalesGrowthMaturityDeclineLosses/Investments ($)Sales andProfits ($)75服务促销组合 -科特勒的沟通与服务营销三角员工公司顾客外部营销-沟通人员促销直销广告销售促进公共关系事件互动营销人员销售顾客服务中心服务接触服务场景

50、内部营销-沟通纵向沟通横向沟通-分店和特许店Communication PlatformsAdvertisingPrint and broadcast adsPackaging insertsMotion picturesBrochures and bookletsSales PromotionContests, games, sweepstakesPremiumsSamplingTrade shows, exhibitsCouponsCommunication PlatformsEvents/ ExperiencesSportsEntertainmentFestivalsArtsPublic

51、 RelationsPress kitsSpeechesSeminarsPublicationsCommunity relations Communication PlatformsPersonal SellingSales presentationsSales meetingsIncentive programsSamplesDirect MarketingCatalogsMailingsTelemarketingElectronic shoppingTV shoppingCharacteristics of CommunicationsAdvertisingPervasivenessAmp

52、lified expressivenessImpersonalitySales PromotionCommunicationIncentiveInvitationCharacteristics of CommunicationsPublic Relations and PublicityHigh credibilityAbility to catch buyers off guardDramatizationEvents and ExperiencesRelevantInvolvingImplicitCharacteristics of CommunicationsDirect Marketi

53、ngCustomizedUp-to-dateInteractivePersonal SellingPersonal interactionCultivationResponseChannels and Marketing DecisionsPushStrategyPullStrategy酒店服务产品的分销渠道顾客（end customers）服务提供者（service provider, service principal）特许经营（franchisees）电子渠道（electronic channels)代理人（agents）经纪人（brokers）直销中介中介中介中介酒店服务产品的分销渠道

54、-直销对于酒店集团，他们除了自己的很多分店直接提供服务，也可以通过管理合同、合资来提供自己的服务概念。如喜达屋酒店集团、万豪国际、希尔顿酒店管理集团等。 酒店自己的预定系统（希尔顿、桔子酒店等）、销售部酒店服务产品的分销渠道-中介服务特许经营（franchising、加盟店）加入特许经营系统酒店预订系统酒店代理商旅游中间商或旅游代理商旅游促销机构会议促销机构航空公司旅游协会、酒店协会电子分销酒店电子分销渠道酒店集团中心网站预订手机短信预订及WAP预订电话预订酒店电子分销渠道网络中介预订 成规模的酒店渠道商有携程、艺龙、芒果和中国电信的号码百事通及12580、遨游、快乐e行、同程等。国际网络中介

55、公司包括：O、PriceL、Expedia、等。酒店电子分销渠道Ac尼尔森最新的“中国出境游调查报告”数据则表明，旅行者通过网络预订房间的比例达到29。 从7天连锁酒店集团提供的数据看，有超过50%的预订是通过网络实现的。酒店服务营销之Prcing 90Pricing is a process where a decision is made on what dollar amount should be attached to a product or service in exchange for the right to own or use a product or service.

56、Simply defined, price is the amount of money charged for a good or service.More broadly , price is the sum of the values consumers exchange for the benefits of having or using the product or service.区别： pricing and price1、Definition of Pricing91影响定价的主要因素定价目标成本竞争者的产品和价格市场需求政府的政策定价目标维持生存当期利润最大化市场占有率最大

57、化产品质量最优化制定较低价格以需求和成本为基础低价刺激需求高价弥补研发成本非货币成本时间成本：参与时间、等候时间搜寻成本：花在确定及选择你所需服务上的努力便利成本：比如路费精神成本：风险的担心（担心弄不明白，担心被拒绝，担心含糊，担心高费用）服务定价方法成本导向需求导向竞争导向基本的定价方法需求导向定价法（一）反向定价法 根据经营成本和利润倒推价格。（二）感知（认知）价值定价法 根据购买者对产品的感知价值来制定价格。价格策略的关键不在于弥补成本，而在于捕捉顾客心中的可感知价值。 杜邦在产品生命周期各阶段的定价竞争周期阶段关注焦点定价方法引入期顾客认知价值定价成长期顾客和竞争者竞争导向定价成熟期

58、竞争和成本成本、利润率分析定价的基本策略折扣定价心理定价差别定价新产品定价现金折扣数量折扣季节折扣价格折让声望定价尾数定价招徕定价顾客差别定价产品形式差别定价产品地点差别定价销售时间差别定价撇脂定价渗透定价Prestige Pricing Strategy- used when a marketer sets a price at a very high level to create a high-quality position.Pricing Strategies（另一种分类）Pricing Strategies for New Products*Skimming Strategy- p

59、rice is set high, with the idea of possibly reducing it as competitors begin to enter the market.*Penetration Strategy A new product is priced at a low price to deter competitive entry.Several conditions favour setting a low price:A highly price sensitive market so that a low price produces more mar

60、ket growthEconomy-of-scale: Reduced cost as sales volume increases.Low prices must help keep out competition.99新产品定价策略撇脂定价渗透定价价格需求弹性单位成本技术秘密高低 小 大与销量关系不大与销量关联度高拥有专利多个竞争者掌握Companies usually adjust their basic prices to account for various customer differences and changing situations.Price-adjustment