Connotation of hotel cultural marketing. Hotel cultural marketing refers to the marketing activities that hotels discover, identify, cultivate or create a certain cultural concept according to their own conditions and integrate this cultural concept into the hotel marketing process.
Characteristics of hotel cultural marketing
(1) Unique marketing process and marketing products. The core part of hotel culture marketing is hotel culture, so the products of hotel culture marketing between different hotels should be different. (2) the particularity of marketing products with values as the core. (3) The quality of marketing personnel is high. Hotel cultural marketers must have a deep understanding of hotels and long-term practical experience in hotels. (4) High dependence on the environment. To sell hotels in culture, we should not only pay attention to the local environment, but also integrate our own ideas. (5) Unity. In cultural marketing, hotels should maintain the consistency of their own culture in time and space, and should not imitate others at will.
An overview of hotel cultural marketing strategy.
Connotation of hotel cultural marketing strategy. Hotel cultural marketing strategy refers to the planned, purposeful and targeted measures taken by hotels to achieve strategic goals in marketing activities, mainly including hotel development policies and hotel systems.
Characteristics of hotel cultural marketing strategy. The characteristics of hotel cultural marketing strategy are mainly reflected in four aspects:
(1) uniqueness. Hotel cultural marketing strategy and hotel cultural marketing have one thing in common: they pursue uniqueness. The more unique the hotel culture marketing strategy, the better the effect. (2) timeliness. The introduction of hotel cultural marketing strategy should not only meet the requirements of the hotel itself, but also meet the political, humanistic and social requirements of the times. (3) meticulous. Details are often the reason to attract customers to come again. (4) regionality. The cultural marketing strategy of the hotel should conform to the environment in which it is stationed.
1.3.3 Types of hotel cultural marketing strategies. Hotel culture marketing strategies can be roughly divided into five categories: concept culture marketing strategy, product culture marketing strategy, environmental culture marketing strategy, price culture marketing strategy and promotion culture marketing strategy.
2 the status quo and problems of hotel cultural marketing at home and abroad
2. 1 Successful application of hotel culture marketing in foreign international hotel chains.
2. 1. 1 Accor Group's cultural construction and the application of hotel cultural marketing strategy. Accor Group was founded in Paris, France in the mid-1960s by French paulo tocha Blue and Gerard Berenson. Accor Group's original French meaning is "harmony", which means Accor Group's culture obeys harmony. Behind the harmony, Accor Group mainly promotes French luxury hotel culture. Accor customers can feel the romance of French culture and the meticulous service of the French.
2. 1.2 Boci hotel culture construction and the application of hotel culture marketing. Boqi Hotel is a world-famous Dubai sailing hotel. As the only seven-star hotel in the world, BOC International Hotel welcomes global guests in the new millennium. Dubai Emirates endowed its hotel culture at the early stage of construction: creating an Arab hotel environment and shaping the service of Arab luxury palaces.
Bank of China International Hotel has made its own culture incisively and vividly in architecture, software and hardware. The theme of Boci Hotel is a white building in the shape of a sailboat, which mainly means breaking the waves and setting sail in the Arab region. From the 180m pure white atrium in the world's highest hotel to 220 top royal suites, it shows the level of UAE. In terms of service, the Bank of China International Hotel is closely related to the culture of the Arabian Palace, from the guest rooms of seven servants to the Rolls-Royce motorcade.
2.2 The successful application of hotel culture marketing strategy in domestic and foreign hotel chains.
2.2. 1 Shangri-La Group's cultural construction and the application of hotel cultural marketing. Shangri-La Group was founded in 197 1 by Malaysian Chinese Mr. Guo Henian, and its headquarters is in Hongkong. Shangri-La Group takes "hospitality, Shangri-La affection" as its cultural concept and shapes its own hotel culture.
2.2.2 Jinjiang Group's cultural construction and the application of hotel cultural marketing. Jinjiang Group's unique hotel culture is "pursuing Excellence, one team, one goal", which translates as "passion, eternal Excellence". Its specific connotation is: * * * the same team, the same enthusiasm, the same goal. In the special hotel cultural atmosphere of Jinjiang Group, there are a group of "cultural marketers" who are good at listening, understanding and thinking about what customers think and meeting their needs.
Jinjiang Group has let the world witness the successful shaping of hotel culture and the successful application of concept culture marketing strategy.
2.3 Problems in the application of hotel cultural marketing strategy.
2.3. 1 Different hotels have the same culture. After the financial crisis, there were 4 14 star-rated hotels in Beijing in 2008 alone. The influx of foreign high-end hotels has caused the morbid state of China's immature hotel market. Among them, the first problem is that the products and services sold by different hotel groups are more and more similar.
From the consumer's point of view, with the continuous improvement of living standards and the development of China's economic and cultural environment, consumers' ideological level and behavioral awareness have been greatly improved. Therefore, the hotel homogenization culture can no longer meet the needs of consumers, which will lead to fluctuations in the hotel economy and even cause consumer resistance.
2.3.2 Internal cultural differences of international hotel groups. In the period of crazy expansion, another crux in the process of making cultural marketing strategies of international hotel chains is the inconsistency of semicolon culture of hotel groups. Due to the expansion, international hotel chains will enter countries in different regions, whose economic level, humanistic environment, enterprise development level and enterprise management level are uneven. I once worked in a five-star international hotel in Harbin and found that the culture of the hotel was very different from that of the hotel. After consulting the information, I found that the culture of It hotels in China is inconsistent. The problem caused by these objective reasons is essentially that the hotel culture is not penetrated thoroughly enough. However, the cultural concept as the core and the cultural marketing strategy formed on this basis cannot be changed.
2.3.3 Hotel culture deviates from regional culture. Hotel expansion will inevitably make hotel groups appreciate different regional cultures with complex historical, geographical and humanistic backgrounds. For example, in China, if there is Japanese ghost culture in the main building of the hotel as a short hotel culture marketing week, the hotel cannot be accepted by the public; If the restaurants of star-rated hotels provide red wine for women in Islamic areas, according to the level of international hotels, it is likely to cause hotels to withdraw from the local area and even cause serious political problems.
2.3.4 Inappropriate quotation of hotel cultural marketing strategy. Hotel management groups should not keep a fixed pattern when quoting hotel cultural marketing strategies, but should change and improve with the changes of time, geographical location and various environments to avoid negative impact on hotel cultural marketing strategies.
From the time point of view, it can be divided into two aspects: subdivision period and specific significance stage. Green cultural marketing can be integrated into the hotel's existing cultural marketing strategy.
From the geographical point of view, it mainly involves the geographical environment where the hotel is located and the political, economic and human environment under this geographical environment. For example, the details of providing red wine for women in the Arab region mentioned above should be considered by international hotel chains.
2.3.5 Hotel culture conflicts with regional environment. The deviation between hotel culture and regional environment mainly means that the marketing strategy of hotel culture violates the political background, economic situation and local people's customs and habits in the area where international chain hotels are stationed. This is the most easily overlooked problem for hotel management groups.
The most noteworthy area of political factors is the Arab region, where there are many factors that produce political changes and the probability of emergencies is high.
Economic factors are also a difficult problem for international hotel management groups. Because many expansion plans were formulated and implemented before the global financial tsunami, it may lead to the deviation of the cultural marketing strategy of hotel management groups from that of hotels in this area.
There are fewer opportunities for the humanities to collide with the cultural marketing strategies of hotel management groups, because hotel management groups generally attach great importance to the humanistic environment, which includes consumer groups, and it is difficult not to attract the attention of international hotel associations.
Hotel cultural marketing
What does the enterprise sell? Does McDonald's only sell bread and ham? The answer is no, it sells fast, fashionable and personalized food culture (QSCV image). Does Kodak only sell cameras? No, it sells people to keep eternal memories. What shall we eat on Mid-Autumn Festival? Do we only eat its taste? No, we eat the traditional culture of China-reunion and celebration. Did you eat zongzi on Dragon Boat Festival? No, we eat Qu Yuan on Dragon Boat Festival-history and culture. Did you eat cake on your birthday? No, I ate the hope and value of life. Pepsi drinks the sunshine, vitality, youth and health it contains; Drinking Master Kong iced black tea is about its passion, coolness and fashion. In short, through the above example, we can see that there is a hidden thing-culture in the depths of the product. Enterprises sell not only a single product to consumers, but also their spiritual needs, cultural enjoyment and high-grade consumption. This requires enterprises to change their marketing methods and carry out cultural marketing. Material resources will be exhausted, and only culture can flourish. Culture is soil, products are seeds, and marketing is like sowing and cultivating seedlings of brands in the soil. Coca-Cola is just a special drink, which is not much different from other soft drinks. But it can become a world-famous brand with a history of 100 years because it is closely related to American culture. Every marketing activity of Coca-Cola embodies American culture, which is a symbol of its brand becoming American culture. Therefore, drinking it often will give you a feeling of enjoying American culture. Cultural marketing refers to taking commodities as the carrier of culture and entering consumers' consciousness through market exchange, which, to a certain extent, reflects consumers' pursuit of material and spiritual elements. Cultural marketing not only includes superficial conception, design, modeling, decoration, packaging, trademarks, advertisements and styles, but also includes value evaluation, aesthetic evaluation and moral evaluation of marketing activities. It includes three meanings: ① enterprises need to use or adapt to different environmental cultures to carry out marketing activities; (2) Cultural factors need to penetrate into the marketing mix, and comprehensively use cultural factors to formulate a marketing mix with cultural characteristics; ③ Enterprises should make full use of CI strategy and CS strategy to build enterprise culture in an all-round way. From a small point of view, the significance of cultural marketing, corporate culture is the core values that all employees of the enterprise sincerely agree with and have * * *, which stipulates the basic way of thinking and behavior of people. The attraction of this excellent culture can attract excellent external marketers to work in this enterprise, and also enable employees within this enterprise to unite closely and work for a common goal, so as to realize the optimal allocation of human resources and ensure the continuous improvement of business performance. On the big side, in the era of knowledge economy, people pay more attention to consuming material products while consuming cultural products. From this point of view, the biggest benefit of enterprises is created by culture, and marketing with the power of culture can optimize resource allocation and promote economic development. From this perspective, cultural marketing is the real productivity. Problems that should be paid attention to in cultural marketing. Cultural marketing is not a slogan, nor is it a show. It is not only a matter of form, but also a matter of content; It is not a whim of the enterprise; It is not an imitation, nor is it a toddler in Handan; It's not the pig's nose sticking onions-pretending, nor is it the old man joining the army-pretending to be active. Enterprises should pay attention to the following aspects in cultural marketing: First, handle the relationship between content and form. Content determines form, and form is the embodiment of content, which is dialectical unity. In cultural marketing, enterprises often only pay attention to form and ignore content. Some enterprises only pay attention to the packaging of products and ignore the quality of products; Some enterprises only put forward some slogans in cultural construction, which are not implemented in practice; Some enterprises only know how to advertise, and only pay attention to the corporate visual identity system (VI design), and do not emphasize the construction of corporate philosophy (MI) and corporate behavior (BI), resulting in the result of "the golden jade is outside, but the defeat is among them". Second, we should treat cultural marketing from a systematic point of view. Corporate culture marketing is a whole and an organic system. It includes three meanings, which cannot be taken out of context, but should be organically combined. Corporate culture construction is the premise and foundation of corporate culture marketing. Without a good, healthy and comprehensive cultural construction, corporate cultural marketing will become passive water and rootless wood. Analyzing and identifying the cultural characteristics of different environments is an intermediate link and link for enterprises to carry out cultural marketing. On the basis of corporate culture construction, only by analyzing the cultures in different environments can we formulate a scientific cultural marketing mix strategy. The formulation of cultural marketing combination strategy is the inevitable result of the first two. Enterprises often ignore the first two in cultural marketing and only pay attention to the application of cultural marketing combination strategy, with little effect.