【正文】 l be briefly discussed in the remainder of the bulletin. For more information regarding different ponents of the plan be sure to consult other bulletins in this series. OVERALL BUSINESS OBJECTIVES Businesses, agencies, and munities should develop overall objectives and regularly monitor their progress. The objectives should provide guidance for all decisions including finances, personnel and marketing. They should be quantitative and measurable statements of what the business or munity wants to acplish over a specified period of time. Business objectives are often stated in terms of sales, profits, market shares and/or occupancy rates. Communities frequently establish objectives relating to such things as increasing the number of tourists, developing or changing their image, facility and activity development, cooperation among tourism related businesses and increasing length of stay and local expenditures. It is important that the objectives be reasonable given the market conditions and the firm39。 travel to the site/area。 (5) Informing potential customers of alternative travel methods to the area such as airlines and railroads. Pricing Price is one of the most important and visible elements of the marketing mix. When setting prices it is important to take into consideration all of the following: (1) Business and target market objectives。 (7) The possibility of stimulating high profit products/services (such as boats) by offering related services (such as maintenance) at or below cost. When establishing prices, R/T businesses should give attention to pricing strategies which may encourage off season and nonpeak period sales, longer stays, group business, and the sale of package 。 (3) Remending direct and scenic travel routes。 (4) Prices。 (7) An implementation planhow to make it work。外文資料翻譯：HOTEL MARKETINGThe marketing mixthe 4 Pstarget audiencesegmentationobjectives evaluation. These and other terms are all used in the process of “marketing”. In tourism and tourism related industries, success means understanding this process. This bulletin is designed for those in the tourism industry who may not be pletely familiar with marketing or who may simply wish to refresh their basic marketing skills. Covered will be important concepts used in marketing, the relationship of marketing to tourism, and a process for developing a marketing plan for tourism/recreation businesses and/or munities. It will be impossible to cover in detail all the aspects of marketing within the scope of this bulletin. There are, however, other bulletins in this series that will provide more indepth information on the different ponents of a marketing plan. WHAT IS MARKETING People hold a variety of misconceptions about marketing. Most mon is its confusion with selling and advertising. Selling and advertising are actually types of promotion which is only a ponent of marketing. Marketing involves much more, including product/service development, place (location and distribution), and pricing. It requires information about people, especially those interested in what you have to offer (your market), such as what they like, where they buy and how much they spend. Its role is to match the right product or service with the right market or audience. Marketing, as you will see, is an art and a science. According to the American Marketing Association, marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Simply stated it is creating and promoting a product (ideas, goods or services) that satisfies a customer39。一方面，它的發(fā)展不僅擁有獨特的地緣優(yōu)勢、良好的投資環(huán)境、龐大而又穩(wěn)定的市場需求，同時還具備低開發(fā)成本、低勞動力成本、低能源成本等優(yōu)勢，產(chǎn)業(yè)前景十分樂觀。整個市場的迅速啟動，必將使得市場格局快速進入調(diào)整期，行業(yè)內(nèi)的收購、兼并也會隨著全國的整體趨勢而加快進程,洛陽市經(jīng)濟型酒店的營銷將更加規(guī)范。 營業(yè)推廣策略在酒店經(jīng)營過程中，尤其在五一，十一黃金周等這些節(jié)假日期間，酒店應(yīng)適時的推出一些促銷活動，以達到吸引客戶的目的。 加強人員推銷策略人員推銷是指企業(yè)通過派出銷售人員與一個或一個以上可能成為購買者的人交談，作口頭陳述，以推銷商品，促進和擴大銷售。 完善信息系統(tǒng)和預(yù)訂網(wǎng)絡(luò)目前洛陽的連鎖型酒店在網(wǎng)絡(luò)方面的客服跟蹤系統(tǒng)還很不完善，仍是制約洛陽經(jīng)濟連鎖酒店發(fā)展的一個瓶頸。 針對主要競爭對手的價格，采取靈活的價格調(diào)整策略針對競爭對手的價格策略，我們可以采取的價格策略有很多，如隨行就市定價策略、密封投標定價策略、主動競爭定價策略。如格林豪泰洛陽牡丹廣場店，在商務(wù)客房提供互聯(lián)網(wǎng)接入、打印、傳真等辦公條件，來滿足商務(wù)型顧客的辦公需求。 打造綠色經(jīng)濟型酒店20世紀90年代，隨著西方綠色運動浪潮的興起，人們將“綠色”這一修飾詞套用到消費較大的酒店經(jīng)營管理中，因而首先出現(xiàn)了“綠色酒店”的概念。經(jīng)濟型酒店應(yīng)該本著“經(jīng)濟實用、舒適衛(wèi)生，滿足賓客基本生活需求”的原則設(shè)計、生產(chǎn)酒店產(chǎn)品，把簡約、實用、舒適、溫馨融入客房，真正成為賓客的“家外之家”。另外，除了錦江之星、如家快捷等少數(shù)幾家酒店連鎖建設(shè)了獨立銷售預(yù)定網(wǎng)絡(luò)和電話中心，其他很多酒店都主要依靠專業(yè)的訂房中心和旅行社來銷售客房。即使走加盟之路，也存在著種種誤區(qū)，解決的不是資源共享問題，而是打著加盟的幌子，追求個體利益[15]。經(jīng)濟型酒店在產(chǎn)品設(shè)計上普遍存在著過于講究飯店產(chǎn)品概念、忽視產(chǎn)品特色問題，同質(zhì)化問題逐步顯現(xiàn)，并日趨嚴重，形成各地飯店千店一面，沒有突出當?shù)氐牡胤教厣?、文化特色和自身的?jīng)營特色[14]。這些酒店產(chǎn)品競爭能力弱，獲利能力差，自身信譽度不高，難以獲得信貸資金和證券市場的支持，發(fā)展空間狹窄，降低了經(jīng)濟型酒店的整體發(fā)展水平[12]。(2) 政府良好的產(chǎn)業(yè)政策支持一個產(chǎn)業(yè)要發(fā)展，政府的支持很重要。目前洛陽經(jīng)濟型酒店行業(yè)市場混亂，品牌眾多，大多為本地中小品牌連鎖，在知名度上，與在國內(nèi)有數(shù)百家甚至上千家連鎖店的經(jīng)濟型酒店品牌相比還有很大的差距。(2) 價格優(yōu)勢經(jīng)濟型酒店的固定成本以及后期追加成本少，保本點低，同時管理和服務(wù)成本也較低，因此，與星級酒店相比具有價格競爭的優(yōu)勢。(5) 酒店連鎖處于發(fā)展階段，系統(tǒng)化水平不高，對單的體綜合管理水平有較高要求。像洛陽這種國內(nèi)二線城市，由于高等教育事業(yè)不太發(fā)達，所以洛陽市的青年旅舍不是太多，僅有國際青年旅舍、大學(xué)生之家等少數(shù)幾個品牌。目前，洛陽市經(jīng)濟型酒店的消費群體主要是：來洛旅游辦事、看病的家庭、“背包一族”，這些消費者需要的正是一個價格適中、衛(wèi)生設(shè)施齊全、且安全有保障的住處。這對收人有限，消費水平不高，但生活要求和標準不低的國內(nèi)旅游者形成了制約。2004年是現(xiàn)代意義上的經(jīng)濟型酒店發(fā)展的元年，我國經(jīng)濟型酒店進入市場的成長階段，競爭越來越激烈。本人認為目前大力發(fā)展經(jīng)濟型酒店既是一個機會，也是一種挑戰(zhàn)，對于經(jīng)濟型酒店，仍需對其進行認真的研究，不能盲從。從定義出發(fā)，經(jīng)濟型酒店營銷應(yīng)具備以下幾個特征： 功能經(jīng)濟經(jīng)濟型酒店的功能經(jīng)濟主要體現(xiàn)它的飯店產(chǎn)品設(shè)計、服務(wù)設(shè)計均是出自于滿足提供酒店的本質(zhì)業(yè)務(wù)——住宿業(yè)務(wù)。許多國內(nèi)專家已經(jīng)提出了對經(jīng)濟型酒店概念的認識和看法：“經(jīng)濟型酒店定位于普通消費大眾，價格適中，基本設(shè)施齊全，干凈、方便、舒適，把客房作為經(jīng)營重點，省略一些大型配套設(shè)施” (王大悟2005)；“面向普通的觀光旅游者和商務(wù)旅行者，以客房為產(chǎn)品核心，整潔、衛(wèi)生、安全、方便，價格上以國內(nèi)旅游平均住宿成本為標線，服務(wù)上以殷勤、好客的中國文化為底蘊”(戴斌2004)；“經(jīng)濟型酒店一般是指以大眾可以支付的價格為顧客提供專業(yè)化服務(wù)的酒店”（趙小媛2002)；“經(jīng)濟型酒店是指提供有限服務(wù)的環(huán)保、經(jīng)濟的一種酒店”(孫幼幼2003)；“經(jīng)濟型酒店是按照國家旅游局星級評定標準達到或已評定的一星或二星級的酒店，還應(yīng)包括與國內(nèi)低星級酒店檔次相當?shù)纳鐣灭^以及其它從事接待服務(wù)的經(jīng)營單位”(張輝等2001)；另外，有學(xué)者認可用客房價格等量化指標來區(qū)分經(jīng)濟型酒店的方法，認為200元／間天左右是一個合理的價格衡量標準[2]。the traditional whole service hotel. It takes popular travellers, young business persons and student munity as target clients, takes the guest room as the only or the core product and takes neatness, fort, material benefit, convenience and security as product characteristics.At present, Luoyang39。一方面有著廣闊的發(fā)展前景，另一方面在發(fā)展過程中又暴露出諸多問題。目前，洛陽市的經(jīng)濟型酒店還處于起步階段。第1章 經(jīng)濟型