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Marketing Planning of Chaizhen Hotel in Jiujiang

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With the socialist reform, state-owned enterprises are gradually moving towards marketization, and the survival of the fittest is eliminated in the fierce competition. Only by winning in the competition will there be further development. As a state-owned hotel, Chaizhen Hotel is also facing market challenges. Only by facing the market and responding in time will there be a more brilliant tomorrow. IV & gt

Today, hotels are becoming more and more standardized, and customers are tired of the same room furnishings, the same menu and the same entertainment activities ... The whole world is standardized. How can we provide customers with high-quality and distinctive services to maximize customer satisfaction? How to let customers choose the hotel that suits them, and let the hotel and customers have good communication before the "first intimate contact". It is the goal of this plan to make the demand curve of Chaizhen Hotel rise.

catalogue

I. Market Analysis ............................................. (2)

1, market background analysis .......................................... (2)

2. SWOT analysis of Chaizhen Hotel .............................................................. (2)

3, customer analysis ................................................ (3)

4. Market segmentation ............................................... (4)

Second: Advertising Strategy .......................................... (7)

1, Strategic Concept ........................................... (7)

2, the specific strategy ....................................................................... (7)

3. Advertising media strategy .......................................... (8)

4. Promotion Plan ........................................................................... (10)

Third: Advertising Implementation Plan .................................. (12)

1, advertising campaign ................................................................... (12)

2. Advertising Action Plan .............................................. (12)

Fourthly, the prediction and evaluation of advertising effect in ..................................................... (14).

Fifth: .......................................... of advertising budget (15)

Attachment ................................................... (16)

1. Market analysis

1, market background analysis

Jiujiang is a tourist city and the center of political, economic and cultural activities in northern Jiangxi. The floating population is relatively large, and tourists occupy the main position. Most tourists come to Lushan Mountain. When choosing accommodation, tourists will consider hotels in Lushan Town in advance for the convenience of travel. However, due to the high price and the shortage of hotels, some people turned to stay in Jiujiang. Because of the development of some scenic spots in Jiujiang city, major travel agencies gradually regard Jiujiang city as a transit point for tourist routes, thus gradually focusing tourists on urban accommodation.

With the development of Jiujiang's economy, political, economic and cultural activities have become increasingly frequent, and the demand for hotels has gradually increased.

The major hotels in Jiujiang are mainly three-star, and increasingly standardized, which can no longer meet the unique needs of consumers, so customers choose which hotel to spend money at will. And with the development of the market, three-star hotels are gradually saturated. Four-star hotels (Yuanzhou Hotel, Xinhua Hotel, etc.). ) have been established, subdividing senior consumers from the market, and the competition between hotels will become more and more fierce.

2. SWOT analysis of Chaizhen Hotel.

Through the SWOT diagnosis of Chaizhen Hotel, we can clearly understand the advantages and disadvantages, marketing opportunities and threats of Chaizhen Hotel, so as to give full play to the advantages of the hotel, continuously improve the shortcomings of the hotel and lay the foundation for practical advertising strategies in the future.

Advantages: Chaizhen Hotel is located atNo.11Gan Tang South Road, Jiujiang City, with convenient transportation and convenient shopping for customers. As far as the hotel itself is concerned, it is also a three-star design and construction, independent building, luxurious decoration, complete equipment and complete functions, which has a certain competitive advantage in the same type of hotel. Chai Town Hotel is also a subordinate unit of the Finance Bureau, with some regular customers.

People in this organization know Chai Zhen Hotel better.

Disadvantages: The road to Chaizhen Hotel is small and crowded. The hotel does not have its own parking lot, and there are few taxis passing by, which brings inconvenience to customers. Since its establishment, Chaizhen Hotel has mainly focused on internal publicity, ignoring external publicity, lacking visibility and reputation. For a long time, the old customers kept withdrawing and there was no new customer to supplement, which made the occupancy rate of Chaizhen Hotel gradually decline. Hotel waiters are not very professional and standardized, and they can't give customers affinity. Moreover, the hotel facilities and equipment have not been updated in time, which can not meet the needs of high-end business customers. Due to the long-term separation from the market and the imperfect management and innovation mechanism of hotels, it is difficult to adjust the strategy in time in the face of the ever-changing competitive means of competitors.

Opportunity: With the rapid development of economy, political, economic and cultural activities are becoming more and more common. The living standard is gradually improving, and the tourism industry is developing faster and faster. As a tourist city, Jiujiang will inevitably increase the floating population. Jiujiang's convenient transportation has obviously promoted the economic exchanges between the region and the surrounding areas, and business travel has greatly increased. At the same time, the obvious improvement of long-distance traffic has greatly stimulated cross-regional tourism and brought vigorous business opportunities to the hotel consumer market.

Threat: With the establishment of some high-end hotels, high-consumption business customers and associations are gradually losing. If Chaizhen Hotel wants to improve its operating efficiency, it must open up new tourist markets on the basis of stabilizing some China tourists.

In the fierce market competition, some hotels began to reduce the group price, the individual price of some rooms and various promotional activities. Most of these hotels have just been established in recent years, and their facilities and equipment are higher than ours. They are still attractive to some regulars of our hotel, and their management and competition means will enter a higher level. If our hotel does not make full and meticulous preparations in time, it will be difficult to save the situation in the near future under the attack of many parties.

3. Customer analysis

According to the nature of customers, people who choose to stay in hotels can be divided into three categories: 1, tourists; 2. Business customers and conference groups; 3. Individual customers.

Tourists are a group with the largest number of people staying in hotels in Jiujiang, and they are a large-scale source of tourists in the hotel, and mainly make group reservations. But it is not easy for tourists from all over the country to unify their services.

General needs of business customers and conference groups

The first consideration in choosing a hotel is geographical location and transportation, and the attitude towards the hotel price range mainly depends on whether the boss approves it. Now, the hotel price is not a very important factor for this group, but efficient and fast service. What they value is the reputation and image of the hotel. What you need is a hotel that matches your identity. Chaizhen Hotel is a medium-sized hotel, so it is mainly middle-level when choosing target customers.

Individual customers can make up for the low occupancy rate of hotels mainly in the off-season, as a secondary advertising group.

4. Market segmentation

In order to achieve good economic results, hotels must segment the market. Market segmentation can enable enterprises to be targeted in marketing strategies and have overall grasp in advertising planning.

The sale of group rooms is of special significance to hotels, because it is the largest customer base of hotels. However, group guests are generally organized by travel agencies. When choosing a hotel, guests may not know the hotel. Therefore, customers' first contact with Chaizhen Hotel may make them become individual travelers in the future, which will bring opportunities for the hotel to establish repeated business. If we subdivide the group customers' market, position the group customers and make special marketing plans, it will be the main tourist source of Chaizhen Hotel. The team price, service implementation and tourist market of competitive hotels are further analyzed. The main ways are as follows: 1. By choosing a suitable travel agency and signing a group sales agreement, customers will be transported to the hotel; 2. Send hotel publicity materials to every travel agency that wants to bring the target customers to the restaurant and ask them to provide customers; 3. Visit travel agencies or invite them to visit hotels when appropriate; 4. Combine hotels, travel agencies and tourist attractions into a whole to attract customers. 5. Improve the service for tour groups and enjoy different discounts according to the size of the group.

Business customers and conference groups mainly choose high-star business hotels that meet their own identity, and the competition in the business customer market is fierce. To win this competition, it is mainly to communicate with various institutions, make full use of the advantages of the subordinate institutions of the Finance Bureau as a means of publicity, and increase publicity in government departments. For business guests, the image and reputation of the hotel are established mainly by increasing facilities and improving services, so that business guests can feel fast, comfortable and natural in Chaizhen Hotel. It can bring special services to business customers and conference teams that other hotels can't.

Second: advertising strategy

1, strategic concept

With the continuous development of hotels, the competition of homogeneous hotels is becoming more and more fierce, and Chaizhen Hotel, as a medium-level hotel, is also facing fierce competition. For customers, the more hotels of the same type, the greater the choice, and in the case of little difference in facilities and services, popularity and credibility will become the decisive factors for customers to choose. If Chaizhen Hotel can increase its publicity and adjust its strategy in time, Chaizhen Hotel will be in an invincible position. The establishment of popularity and credibility needs a lot of efforts, and advertising is a powerful means to improve popularity.

What kind of advertising form to choose needs to be determined according to the target group, market scale and competitive strength of Chaizhen Hotel.

Chaizhen Hotel is mainly a foreign-related hotel designed and built according to the three-star standard. The hotel is luxuriously decorated, fully equipped and fully functional. The hotel can provide all-round services at any time, and can provide meticulous services to customers. The service of Chaizhen Hotel is professional, standardized and high-grade, which enables customers to truly enjoy three-star service, a safe, fast, comfortable and natural lifestyle and the warmth of home. I feel like a brand-new ideal place.

2. Specific strategies

Advertising strategy with the main content of improving the visibility of Chaizhen Hotel, establishing corporate image and promoting enterprises. Through various advertising methods to improve customers' first acquaintance and memory, so that customers have a good impression and recognition of Chaizhen Hotel. Indirectly increase the occupancy rate of hotels.

The basic principle is to carry out all-round advertising around two strategic advertising slogans, fully embodying the new thinking, new packaging, high taste and atmosphere of Chaizhen Hotel, touching people with emotion and grasping people's wisdom with reason. Its two slogans are:

1, "Give you a three-star home"

"Fast, comfortable and natural business places are unique here."

3. Advertising media strategy

According to the acceptable advertising cost of Chai Zhen Hotel, the best advertising effect can be achieved with the least media cost. Based on the characteristics and comparative analysis of advertising media, combined with the advertising objectives and actual situation, select reasonable media to optimize the combination, so as to realize the transmission of hotel advertising information, deepen customers' cognition of the hotel, and improve and expand the visibility and reputation of the hotel.

According to the comprehensive analysis of the major media in Jiujiang, we mainly choose the media.

Advertising media strategy is based on print media, combining outdoor media, radio, network and news.

Outdoor media is not limited by time and space, and can transmit information at any time, with strong timeliness. However, it can only be used as the carrier of hotel name or slogan propaganda, which can not promote sales and the media cost is relatively high. As a small hotel, advertising is not suitable for choosing outdoor media, so when choosing outdoor media, only light boxes and neon lights are considered as a reminder to the customers of Chaizhen Hotel.

Broadcast media has the characteristics of fast propagation speed, wide propagation range and high coverage, which can be played at any time and is easy to listen to. In the production process, the image of the hotel can be shaped by language and music, so that the audience can feel real and cordial and eager to come to the hotel for consumption. Moreover, the production of radio advertisements is simple and the cost is low. So I chose to play it at different time periods of Jiujiang Radio and Jiujiang Traffic Music Station.

The purpose of online advertising is to satisfy tourists' search for information of major hotels in Jiujiang and middlemen's (travel agencies') understanding and feedback on hotel information in Chaizhen. It saves the expenses of both parties in the process of collecting information, and is a very good interactive media. Mainly through the establishment of their own websites, in various travel agencies to promote.

The news is mainly soft advertisements, which are published in Jiujiang Daily and Xunyang Evening News. The use of soft advertisements can increase the credibility of customer hotel information and the arrival rate of hotel information. It has an incomparable publicity effect compared with simple newspaper advertisements. Ask the news editor to write the real situation of the hotel.

Print media mainly include newspapers, magazines, hotel brochures, publicity banners, hotel monthly price lists, promotional materials, etc.

Print media is the most traditional media, with wide spread, fast speed, wide audience and strong readability. Be able to correctly convey hotel advertising information to customers.

Through the concrete analysis of the above media, different media have their own characteristics and shortcomings. In order to make up for the defects, we should reasonably match the media and learn from each other's strengths, so as to select the above media for optimal combination.

4. Promotion plan

Option 1:

Happy college entrance examination champion

The annual college entrance examination, which has attracted much attention from the society, will begin on June 6th. Parents are always watching and expecting their children to win the college entrance examination. However, with the advent of knowledge economy, parents regard their children's academic development as the result of lifelong struggle, and the college entrance examination is the most critical threshold in the process of academic development. So parents will do their best to provide the best conditions for their children.

According to the survey, in recent years, with the improvement of living standards, during the college entrance examination, many parents live together in hotels to take care of their children and let them have a good rest, review and get good grades in a comfortable environment. This has brought new business opportunities to major hotels. Play it by ear, and choose to launch the advertising language of Chaizhen Hotel before the college entrance examination for general publicity.

1. Subsidize six disabled students, provide them with special cars, meals and accommodation during the college entrance examination, and reimburse all expenses during the college entrance examination. And parents and teachers are free of room and board in this hotel (each person is limited to two people)

2. The service department dispatched six people to be secret service 24 hours a day.

3. Launch "examination room for senior high school entrance examination", "dishes for senior high school entrance examination" and "supper for senior high school entrance examination" to provide all-round services for candidates.

4. Posting hotel publicity materials in major schools.

5, 6 months ago in the admissions newspaper published hotel advertisements.

6.6 months ago, the activities sponsored by Chaizhen Hotel for disabled students were published in Jiujiang Daily and Xunyang Evening News in the form of soft news.

7. Hang banners (50) at the main test sites.

8. Congratulations to the champion of the college entrance examination.

Attachment: Sample promotional materials

Third: advertising implementation plan

1, advertising campaign

I. Production and release of outdoor advertisements

Outdoor advertising mainly chooses light boxes and neon lights. The light box is located in Yu Liang South Road, while the neon light is at the intersection of Xunyang East Road and Yu Liang South Road.

B. Production and distribution of printed advertisements

Hotel brochures, banners, monthly hotel price lists and promotional materials.

Hotel website construction and promotion

The theme of the website is to publicize the hotel's facilities and services, provide information on the price changes in the off-season and peak season of the hotel, and promote it in travel agencies in Jiujiang area.

D, promotion activities

Scheme 1: Public relations promotion activities during the college entrance examination in 2004.

Scheme 2: Promotion activities of Chaizhen Hotel in various travel agencies.

Scheme 3: Banquet Promotion Activities

The above advertisements were produced and released by Gao Yi Culture Communication Co., Ltd. ..

2. Advertising Action Plan

May 7 ~ 10: The planning team began to investigate the hotels in Jiujiang and analyze the data.

May 1 1: The planning team prepares the planning book.

May 13: send representatives to reach an understanding with the propaganda department of chaizhen hotel, and give feedback to the advertiser, so as to further modify the proposal until the advertiser is satisfied.

May 15: Gao Yi Culture Communication Co., Ltd. signed a contract with Chaizhen Hotel.

May 16 ~ 20: Design and production of brochures, posters and banners.

May 2 1 ~ 25: release soft news in Jiujiang Daily and Xunyang Evening News.

May 26th-June 9th: Chaizhen Hotel held a meeting, and the hotel fully assisted in the implementation of the first promotion plan.

June: the release of light box advertisements and the production of neon lights.

July: Build the website of Chaizhen Hotel and promote it in major travel agencies.

August: Promotional activities for tourists.

September 20th: Newspaper advertisements will be published.

165438+1October: banquet promotion.

65438+February, 2005 ~ February, 2005: Publicity mainly aimed at business customers.

March ~ April, 2005: Carry out all-round advertising for the hotel.

Fourthly, the prediction and evaluation of advertising effect.

The prediction of advertising effect is mainly reflected by media data. Outdoor media: We chose the light box of Yu Liang South Road and the neon light at the intersection of Yu Liang South Road and Xunyang Road. There is a large flow of people here and a wide range, and the advertising effect can be good. The print media mainly include Jiujiang Daily, Xunyang Evening News, brochures and posters. The advertisements published in Jiujiang Daily and Xunyang Evening News are provided by newspapers, and the number of brochures and posters shall be subject to the number of copies. Online advertising is measured by the click-through rate of hotels.

Advertising evaluation is mainly based on consumers' cognition and consumption behavior after advertising in Chaizhen Hotel, and the comprehensive evaluation of occupancy rate and profit in the same period is the measure.

Fifth: advertising budget

Our central task is to achieve the best advertising effect with as little money as possible. Through in-depth investigation, careful planning, clear advertising objectives and advertising targets, use novel and effective advertising ideas to attract customers, carry out advertising activities in a planned way, and reduce advertising costs in order to achieve the expected economic and social benefits of advertisers.

Market research fee:

Light box production and release costs:

Neon lamp production cost:

Newspaper advertising expenses:

Banner production and publishing costs:

Production cost of brochures and posters:

promotion expenses

Public relations expenses

Preparation cost of planning book:

Administrative expenses of advertising personnel:

Other extra expenses

(The specific expenses are omitted)

attachment

(Annex I)

Chai Zhen Hotel Questionnaire

Dear customers:

Thank you for choosing Chaizhen Hotel!

We will provide you with the best service and hope you will enjoy your stay in the hotel.

In order to make our work better, we will attach importance to the opinions of every customer. If it is convenient for you, please give us some valuable opinions on the following questions, and we will be grateful.

1. Speaking of Chaizhen Hotel, what do you think of?

() Give you a three-star home.

() The fast, comfortable and natural business place is unique here.

() Others

2. Did you know Chaizhen Hotel before you checked in?

() I know () I don't know.

If so, how do you know?

() advertising

() Word of mouth of relatives and friends

() recommended by travel agency

() Other media

3. When choosing the house price, which price do you usually choose?