市场营销计划

一份书面的市场营销计划是整个酒店持续营运决策中不可缺少的基础和支柱。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发展的方向及如何达到这个目标。’srevenue-generatingactivitiesandfromitflowallothercorporateactivities,suchastimingofthecashflow,thesizeandcharacterofthelaborforce,andsoon.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、劳动力成本的范围和特征等等计划是激励员工的有效措施之一“Ateamwithoutgoalsisjustanotherineffectivecommittee”“一个没有目标的团体只是一群没有效率的团队”市场营销计划的内容•Overview概述•Analysis分析•MarketingPlan市场计划•SupportingProgram支撑体系市场营销计划的内容•Overview概述行政小结•CurrentSituation目前状况•ChangesPlanned可预见的变动•AnticipatedforthePlanYear对下一年的展望ExecutiveSummaryshouldbeabriefsummaryofthedetailedfindingsthataretofollow行政小结是对需要执行的具体细节的简短描述市场环境•ExternalFactors外部因素•InternalFactors内部因素•Changesinthesupplyanddemandforhotelaccommodation酒店住宿的供求变化•Competitiveadvantageanddisadvantage竞争的有利和不利条件•S–Strength强项•W–Weakness弱项•O–Opportunity机会•T-Threat威胁定位描述•Asingle,simplemessage单一、简单的信息•Setsyouapartfromyourcompetitors从你的竞争对手当中脱颖而出•Whatmakesyoudifferent让你不同于别人的众多因素市场营销计划的内容•Overview概述•Analysis分析竞争对手分析•Whoareyourrealcompetitors谁是真正的竞争对手•REVPAR–Revenueperavailableroom每间可卖房收入•RGI–RevenueGeneratedIndex收入综合指数•Ranking–No.1isyourgoal排名-目标是要成为第一(1)(2)(3)(4)(5)(5)(6)(7)(8)(9)(10)(11)(12)NBRAVAILOCCFAIRACTREVPARACTRMSROOMSROOMSOCC%AHRREVPARMKTSHRMKTSHRRMOIARIRGIRANKMKTSHRREVGreatWallSheraton85026,35012,37946.98%71.20$$881,37733.45$23.89%20.67%86.5090.9778.70618.80%ChinaWorld73822,87811,69651.12%103.35$$1,208,78252.84$20.74%19.53%94.13132.05124.31125.78%Kempinski48415,0049,83265.53%79.60$$782,62752.16$13.60%16.41%120.66101.71122.72216.69%Kunlun76123,59113,74558.26%62.40$$857,68836.36$21.39%22.95%107.2879.7385.54518.29%Hilton34010,5404,88946.39%80.92$$395,61837.53$9.56%8.16%85.41103.4088.3148.44%Swissotel38511,9357,36161.68%76.35$$562,01247.09$10.82%12.29%113.5697.56110.79311.99%TOTAL-110,29859,90254.31%78.26$$4,688,10442.50$100.00%100.00%100.00100.00100.00100.00%(1)(2)(3)(4)(5)(5)(6)(7)(8)(9)(10)(11)(12)NBRAVAILOCCFAIRACTREVPARACTRMSROOMSROOMSOCC%AHRREVPARMKTSHRMKTSHRRMOIARIRGIRANKMKTSHRREVGreatWallSheraton85226,4127,88729.86%77.96$$614,87123.28$23.93%14.81%61.8991.0156.33613.48%ChinaWorld73822,87815,55968.01%88.98$$1,384,44060.51$20.73%29.22%140.96103.88146.42130.35%Kempinski48415,0047,96953.11%84.76$$675,45245.02$13.60%14.97%110.0898.95108.93414.81%Kunlun76123,5918,22334.86%89.12$$732,83431.06$21.38%15.44%72.25104.0475.16516.07%Hilton34010,5405,92056.17%87.80$$519,77649.31$9.55%11.12%116.41102.50119.32311.40%Swissotel38511,9357,68864.42%82.42$$633,64553.09$10.81%14.44%133.5196.22128.46213.89%TOTAL-110,36053,24648.25%85.66$$4,561,01841.33$100.00%100.00%100.00100.00100.00100.00%HOTEL:TheGreatWallSheratonBeijingJan.2000Jan.1999Sample按客源分类的市场•Mainmarket主要市场•Mostpotentialmarket潜在的市场•20–80rule20-80法则中国管理资讯网#DESCRIPTIONCGroup-Corporate公司会议团体AGroup-Government由政府组织的会议团体BGroup-Incentive奖励计划团体DGroup-InternationalAssn国际协会团体FGroup-NationalAssociation国内协会团体GGroup-LeisureOther/Social社会性休闲团体IGroup-TourOne-Time一次性旅游团体EGroup-TourSeries系列旅游团QCorporateVolumewithLRA公司协议价(含LRA)WCorporateVolumewithoutLRA公司协议价(不含LRA)OWholesaleFIT旅行社或批发商批发散客NCommercialRetail商务零售散客KConsortia旅游管理集团或公司财团散客RLeisureRetail休闲零售散客YGlobalPromotions全球推广散客3QualifiedDiscount有效折扣散客2FreeNightAward奖励计划的回报散客4AirlineCrew航空公司机组人员5Long-Stay长住房TTrade-Out公司互免协议房8Other其他HotelUseOnly(TrackingnotrequiredbyStarwood)9Complimentary免费房HHouseUse员工自用房GROUPMISCOTHTRANSIENT按地域划分的市场•History–pastyear去年•Forecast–comingyear预测来年•%ofincreaseordecrease增长和减少的%•Economicorpoliticalcondition经济、政治环境持续不断的项目•Package各种包价•Promotion推广活动•BarterAgreement互免协议•Sponsorship赞助市场公关活动•Focusonthebrand以品牌为中心•Influencecustomerbehavior影响客人的行为•Establishpropertyimage