市場營銷計劃營銷部的預(yù)算-文庫吧
2025-02-26 11:23 本頁面
【正文】 強(qiáng)項(xiàng) ? W – Weakness 弱項(xiàng) ? O – Opportunity 機(jī)會 ? T Threat 威脅 Positioning Statement 定位描述 ? A single, simple message 單一、簡單的信息 ? Sets you apart from your petitors 從你的競爭對手當(dāng)中脫穎而出 ? What makes you different 讓你不同于別人的眾多因素 Business Plan Include 市場營銷計劃的內(nèi)容 ? Overview 概述 ? Analysis 分析 Analysis 分析 1. Competitive Set Analysis 競爭對手的分析 2. Market Segment 市場細(xì)分 3. Geographic Feeder Markets 按地域的市場分類 4. Frequency Programs 持續(xù)不斷的項(xiàng)目 5. Marketing Communications Activities 市場公關(guān)活動 6. Pricing Strategy 價格策略 7. Accounts Productivity 客戶產(chǎn)量 Competitive Set Analysis 競爭對手分析 ? Who are your real petitors 誰是真正的競爭對手 ? REVPAR – Revenue per available room 每間可賣房收入 ? RGI – Revenue Generated Index 收入綜合指數(shù) ? Ranking – is your goal 排名 目標(biāo)是要成為第一 COMPETITIVE ANALYSIS 2023 vs 1999Local Currency Rate Currency USD(1) (2) (3) (4) (5) (5) (6) (7) (8) (9) (10) (11) (12)NBR AVAIL OCC FAIR ACT REVPAR ACTRMS ROOMS ROOMS OCC % AHR REVPAR MKT SHR MKT SHR RM OI ARI RGI RANK MKT SHR REVGreat Wall Sheraton 850 26,350 12,379 % $ $881,377 $ % % 6 %China World 738 22,878 11,696 % $ $1,208,782 $ % % 1 %Kempinski 484 15,004 9,832 % $ $782,627 $ % % 2 %Kunlun 761 23,591 13,745 % $ $857,688 $ % % 5 %Hilton 340 10,540 4,889 % $ $395,618 $ % % 4 %Swissotel 385 11,935 7,361 % $ $562,012 $ % % 3 %TOTAL 110,298 59,902 % $ $4,688,104 $ % % %(1) (2) (3) (4) (5) (5) (6) (7) (8) (9) (10) (11) (12)NBR AVAIL OCC FAIR ACT REVPAR ACTRMS ROOMS ROOMS OCC % AHR REVPAR MKT SHR MKT SHR RM OI ARI RGI RANK MKT SHR REVGreat Wall Sheraton 852 26,412 7,88
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