1、 酒店服務營銷服務營銷組合7PService quality managementtask2: theoriestask4：targetingtask5: postioningtask6: service marketing plantask3：segmentstask 1：core conceptstask1：gap model of service qualityTask2: customers behaviorTask3: service rescueTask4:servie process & blueprintTask5:service design and standards Ta

2、sk5:physical evidenceTask1: product and pricingTask2: promotion , placeTask3: peopleTask4:processcontentsStrategy managemtnservice strategy management for hotelService marketing mixHotel service quality management服務營銷組合7P服務質量管理二：相關理論四：選擇五：定位六：服務營銷計劃制作三：細分一：核心概念群一：服務質量差距模型二：服務中的顧客行為三：投訴四：服務流程與藍圖五：服務補

3、救五：有形展示一：產品、定價二：分銷、促銷三：人四：過程課程內容體系戰略管理酒店服務營銷戰略管理酒店服務營銷組合酒店服務質量管理Part 1 Defining MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and exchanging the products and value with each other. - Philip KotlerThe concept of exch

4、ange means that both sides obtain what they need and want. 5Designing customer-driven marketing strategyThere are five concepts that define the marketing management philosophies:Production ConceptProduct ConceptSelling ConceptMarketing Concept Societal Marketing Concept 6Marketing ManagementProducti

5、on Concept also known as manufacturing concept holds that consumers will favor products that are available and highly affordable management should focus on production and distribution7Product Concept holds that consumers prefer existing productsmanagement should focus on developing good versions of

6、these products Marketing ManagementSelling Concept holds that consumers will not buy enough of the organization products unless the organization undertakes a large selling and promotion effortMarketing Concept holds that achieving organizational goals depends on determining the needs and wants of ta

7、rget markets and delivering the desired satisfaction more effectively and efficiently than competitors9Customer Needs and WantsNeeds A human need is a persons conscious feeling of deprivation. it is something a person requires to experience satisfactionPhysiological needs - basic needs for human sur

8、vivalthe need to eat, drink, and sleep, to keep warm, and to reproduce are basic needs for human survivalPsychological needthe need for belonging, affection, self-esteem, recognition, status and respect Core Marketing Concepts10Wants Wants are formed after needs are shaped by culture, society and in

9、dividual personalityConsumers communicate their needs through wants There are two kinds of wantsa tangible want psychological wantDemands: when backed by buying power, wants demands.Customer Needs and WantsCore Marketing Concepts11Designing customer-driven marketing strategymarket segmentation targe

10、t marketing positioning/ choosing a value proposition : a set of benefits or values it promises to deliver to consumers to satisfy their needs.)There are five concepts that define the marketing management philosophies:Production ConceptProduct ConceptSelling ConceptMarketing Concept Societal Marketi

11、ng Concept Three questions for learning the five concepts:What does it hold ? What does it focus on? I s there any problem for this concept?12Marketing ManagementProduction Concept also known as manufacturing concept holds that consumers will favor products that are available and highly affordable m

12、anagement should focus on production and distributionWhat this concept will lead to ? Thinkingand give an exampleEg: a outdoor balcony of the dining room.According this concept , what should the service person do ? How about customer orientated?13Product Concept holds that consumers prefer existing

13、productsmanagement should focus on developing good versions of these products misses the point that consumers are trying to satisfy needs and might turn to different products to better satisfy those needs. E.g. using motels instead of hotels or fast foods outlets, instead of restaurants. Marketing M

14、anagementSelling Concept holds that consumers will not buy enough of the organization products unless the organization undertakes a large selling and promotion effortthe aim is to make every possible sale, not to worry about satisfaction after the sale or revenue contribution of the saleMarketing Co

15、ncept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitorsMany chances to improve15A product is anything that can be offered to satisfy a need or a want.A manuf

16、actured product is a tangible product.A service is an intangible product. Combination of tangible , services, information , or experiential product components.In the hospitality industry, the intangible product including customer service and experience are more important than the tangible product. (

17、review the definition of tourism from the aspect of tourists )Products/ market offeringsCore Marketing Concepts16Customer value the difference between the benefits that the customer gains from owning and/or using a product and the costs of obtaining the product. ( Costs can be monetary and nonmoneta

18、ry . )What is“ nonmonetary cost ”？ValueCore Marketing Concepts17SatisfactionCustomer satisfaction depends on a products perceived performance in delivering value relative to a buyers expectations. If performance meets expectations, customer is satisfied, if it exceeds, customer will be delighted/ hi

19、ghly satisfied. ( Customer expectations are based on past buying experience , the opinion of friends and the market information .)Do Performance expectation outcomeMarketing Goals1. Customer satisfaction and (service) quality customer satisfactiondelivered (perceived) service/productexpected service

20、/product* customer dissatisfactiondelivered (perceived) service/productexpected service/product* requires a “positive expectation”2、服務的特征無形性服務的本質特征異質性易逝性同步性Implications of IntangibilityServices cannot be inventoriedServices cannot be patentedServices cannot be readily displayed or communicatedPricin

21、g is difficultStrategies for intangibilityprovide tangible evidencesymbolic cues (i.e. uniforms, logos)tangible cues (i.e. membership cards, ticket, certificates)reduce riskemphasise reputation and qualificationsservice guaranteesinform and educate customers由無形性所引起的營銷問題：（1）缺乏存儲的能力（2）缺乏專利的保護（3）展示或傳達服

22、務中的困難性（4）服務定價的困難性對無形性問題的可能解決辦法：（1）使用有形的暗示（2）使用人員信息源（3）創造強有力的組織形象易損失性（易逝性）由于服務的無形性和不可分離性，使得服務不可能象有形產品一樣貯存起來，以備未來銷售。與商品可以庫存并在以后的某一天銷售不同，原來可以使用的服務，如果不賣掉也就不再存在了。服務不能退貨或轉售服務的供應和需求難以同步進行 （1）需求策略：創造性定價（2）需求策略：預訂系統（3）需求戰略：開發補充性的服務（4）需求戰略：開發非高峰期的需求（5）供應戰略：使用兼職員工（6）供應戰略：能力共享（7）供應戰略：對擴展的事先準備（8）供應戰略：利用第三方（9）供應戰

23、略：增加顧客的參與對易損失性問題的可能解決辦法Implications of HeterogeneityService delivery and customer satisfaction depend on employee actionsService quality depends on many uncontrollable factorsThere is no sure knowledge that the service delivered matches what was planned and promotedStrategies for Variabilitycustomer

24、 surveys and feedbacktraining in interpersonal and technical skillsprovide product knowledge ensure back-stage systems support front line staffuse standardisation strategies franchising, scriptsbuild quality into all processes 異質性（或可變性）所引起的營銷問題：異質性所引起的主要障礙就是服務的標準化和質量控制特別難于實現。 變異性問題的可能解決方法：（1）定制化（2）標

25、準化 Inseparablesimultaneous production and consumptionthe service provider is the productthe customer is involved (partial employee)other customers may be present定義1.服務的無形性導致了服務的不可分離性2.服務的不可分離型是指服務人員提供服務的生產過程和消費者消費、享用的過程同時進行。3.服務的生產和消費過程在時間上是不可分離的挑戰1.服務人員2.消費者參與3.其他消費者參與產生4.大規模生產難以開展消費者常把服務人員等同于服務本身，

26、因此服務人員表現的好壞直接關系到消費者對服務質量優劣的評價消費者的參與難免會對服務的生產過程產生影響。其他消費者的存在也會對消費者享受服務的效果產生影響。服務是由服務人員提供且消費者消費同時進行，而服務人員在同一時刻所提供的服務是有限的。解決措施1.對服務人員進行備培訓：禮儀方面以及業務方面（統一的服務流程和服務規范）2.對消費者進行管理：服務業規定服務內容和調整范圍，并對消費者享用服務過程進行引導3.對服務網點進行增設：克服單個服務人員所提供的服務量的限制4.對服務進行簡化：通過適當的簡化服務過程，增加單個服務人員的服務供給量5.對服務環境進行改善：服務人員的外觀；服務場所的內部、外部設計服

27、務的特征及帶來的營銷挑戰服務帶來的營銷挑戰無形性服務不易展示、難以溝通服務不能受到專利保護缺乏存儲能力難以定價同步性員工參與服務的過程顧客參與服務過程顧客之間相互影響難以進行大規模生產異質性服務質量控制的難題易逝性服務不能退貨或轉售服務的供應和需求難以同步進行 飯店環境綜合分析的概念SStrengths 優勢WWeaknesses 劣勢OOpportunity 機會TThreats 威脅采用SWOT分析法對飯店營銷環境進行綜合分析飯店市場營銷調研的方法面談法電話調查法郵寄調查法觀察法實驗法非隨機抽樣隨機抽樣飯店顧客市場的購買行為特點個人顧客市場購買行為的特點： 多樣性 可誘導性 龐大而分散組織

28、顧客市場購買行為的特點： 從交易數量上看 從交易頻率上看 從購買動機上看 從交易范圍上看飯店市場細分的概念市場細分理論 把千千萬萬個顧客，按照顧客消費需求的不同而劃分成一個個群體，這每一個群體就稱之為“細分市場”。飯店市場細分的概念 “同質市場”和“異質市場”的概念 由需求基本相近的顧客組成的市場稱作為同質市場 由許多具有不同需求的顧客組成的市場稱作為異質市場 飯店市場是一個十分典型的異質市場飯店市場細分的方法按地理位置細分（按不同地區、地形氣候、城市或鄉村、交通運輸等考慮因素進行市場細分）按客人性質細分按社會形態細分按行為特征細分按中間商細分按用餐目的細分影響消費行為的因素影響購買行為的因素

29、難以覺察的因素可以覺察的因素社會因素文化因素心理因素個人因素市場營銷策略組合產品策略價格策略渠道策略促銷策略顧客心理反應 顧客決策過程顧客特點購買決策產品選擇商標選擇經銷商選擇購買時間決定購買數量決定飯店目標市場的含義 飯店目標市場是指在細分市場的基礎上，確定作為自己服務對象的最佳細分市場。飯店目標市場選擇的基本營銷策略1.無差異性營銷策略 飯店將整個市場作為自己的目標市場，只推出一種飯店產品，運用一種營銷組合方案，去滿足所有顧客的需要飯店目標市場選擇的基本營銷策略2.差異性營銷策略 飯店從不同細分市場的需求差異性出發，針對各個不同細分市場的特點，分別推出不同的飯店產品，采用不同的營銷組合方案

30、，以滿足各類不同的顧客飯店目標市場選擇的基本營銷策略3.集中性營銷策略 飯店在市場細分的基礎上，從整體市場中選擇一個或少數幾個細分市場作為目標市場，采用一種營銷組合策略來集中滿足這些目標市場顧客的需求飯店目標市場策略選擇的考慮因素目標市場選擇策略資源市場同質性產品同質性產品生命周期競爭者數目無差異多高高導入期成長期少差異多低低成熟期多集中少低低衰退期多市場營銷在企業戰略規劃中的作用 目標市場選擇過程Market Segmentation: determining distinct groups of buyers (segments) with different needs.Market T

31、argeting: evaluating and selecting which target segments to enter.Market Positioning: products distinctive and desirable place in the minds of target segments compared to competing products.基于競爭優勢的營銷戰略Market-LeaderMarket ChallengerMarket-FollowerMarket-Nicher Developing Growth Strategies 1. 市場 滲透 2.

32、 市場 開發 3. 產品 開發4. 多元化發展ExistingMarketsNewMarketsExistingProductsNewProducts產品/ 市場 擴展 矩陣 產品/ 市場 拓展矩陣市場滲透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores.市場開發: develop new markets with current products. How? Identify new

33、demographic or geographic markets.產品開發: offering modified or new products to current customers. How? New styles, flavors, colors, or modified products.多元化: new products for new markets. How? Start up or buy new businesses. Services Marketing Mix市場營銷要素營銷組合的轉變過程從4Ps到4Cs product-customer solution price

34、 customer cost place- convenience Promotion-communication4P參考營銷管理作者：菲利普.科特勒P22從4Cs到7PsTraditional Marketing MixAll elements within the control of the firm that communicate the firms capabilities and image to customers or that influence customer satisfaction with the firms product and services: Produ

35、ct Price Place PromotionAn expanded marketing mix for servicesCustomersPricePlace & TimePromotionProduct (service)PeopleProcessPhysical evidenceCustomersPriceCustomersPlace, cyber-space & timeThe Marketing Mix Product Anything that might satisfy a need.This can include tangible products and intangib

36、le services. Travel service provider distributes the travel products of its suppliers and sells any value-added services it develops to enhance its overall competitiveness. 58The Marketing MixPromotionInvolves communicating to the target customers of an organisation that his or her needs will be sat

37、isfied by the services offered by the company.The marketer chooses from a number of means of communicating the message - which form the promotional mix of the company. 59The Marketing MixPlace Also known as distribution, involves the selection of channels by which a company communicates its products

38、 to its intended customers.In addition to Product, Price, Promotion and Place, three other “P”s are important to the service industry.60The Marketing MixPrice Is the only P that brings in the revenue for the company.Refers to the amount of money that a company charges for its products and services.

39、Is dependent on what its customers are willing to pay. 61The marketing mixPeople Due to the inseparability characteristic, the quality of the hospitality product is highly dependent on the service skills of the people who sell and deliver them.Physical EvidenceThe environment in which the service is

40、 delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.atmospheredcor, music etc.equipmentfacilitiesuniformsThe marketing mixPhysical Evidence The environment in which the service is delivered and where the firm an

41、d customer interact, and any tangible components that facilitate performance or communication of the service.It includes layout, noise, temperature, decorates, etc.ProcessThe actual procedures, mechanisms, and flow of activities by which the service is deliveredthe service delivery and operating sys

42、tems.service delivery systemsback stagefront stageprocedurespoliciesThe marketing mixMarketing mixProcess Due to the service intangibility, the process by which hospitality products and services are made available and supported is viewed as crucial .Through differentiation and managing service, a se

43、rvice company can attain a competitive position Expanded Marketing Mix for ServicesWhat is a Product?Anything that can be offered to a market for attention, acquisition, use or consumption.Satisfies a want or a need.Includes:Physical ProductsServicesPersonsPlacesOrganizationsIdeasCombinations of the

44、 aboveLevels of ProductBrandNameQualityLevelPackagingDesignFeaturesDelivery& CreditInstallationWarrantyAfter-SaleServiceCoreBenefitorServiceActualProductCoreProductAugmentedProduct飯店產品組合廣度和深度產品廣度客房餐飲商場康樂中心產品深度單間標準間常規套間豪華套間中餐廳自助餐廳西餐廳日式餐廳酒吧化妝品工藝品服裝皮制品健身房桑拿浴室美容美發廳網球場保齡球歌舞廳產品品類產品項目*Boston Consulting Gro

45、up ApproachQUESTION MARKSHigh growth, low share Build into Stars or phase out Require cash to hold market shareDOGSLow growth & share Low profit potentialHigh LowMarket Growth Rate Low HighRelative Market ShareSTARSHigh growth & shareProfit potential May need heavy investment to grow?CASH COWSLow gr

46、owth, high shareEstablished, successful SBUs Produce cashCorporate Strategic Planning71飯店產品組合的評價方法波士頓（BCG）矩陣法明星產品紐約肉排問題產品 炸龍蝦香酥雞 金牛產品 牛肉絲瘦狗類產品高低低高產品平均邊際利潤產品平均銷售率對策：發展、維持、收割、放棄酒店產品的生命周期一：引入期 指產品從設計投產直到投入市場進入測試階段。此時產品品種少，顧客對產品還不了解，除少數追求新奇的顧客外，幾乎無人實際購買該產品。生產者為了擴大銷路，不得不投入大量的促銷費用，對產品進行宣傳推廣。該階段由于生產技術方面的限制

47、，產品生產批量小，制造成本高，廣告費用大，產品銷售價格偏高，銷售量極為有限，企業通常不能獲利，反而可能虧損。二：成長期 當產品進入引入期，銷售取得成功之后，便進入了成長期。成長期 是指產品通過試銷效果良好，購買者逐漸接受該產品，產品在市場上站住腳并且打開了銷路。這是需求增長階段，需求量和銷售額迅速上升。生產成本大幅度下降，利潤迅速增長。與此同時，競爭者看到有產品生命周期理論利可圖，將紛紛進入市場參與競爭，使同類產品供給量增加，價格隨之下降，企業利潤增長速度逐步減慢，最后達到生命周期利潤的最高點。 酒店產品的生命周期指一種酒店新產品從開始進入市場到被市場淘汰的整個過程，包括引入期、成長期、成熟期

48、和衰退期。 三、成熟期 指產品走入大批量生產并穩定地進入市場銷售，經過成長期之后，隨著購買產品的人數增多，市場需求趨于飽和。此時，產品普及并日趨標準化，成本低而產量大。銷售增長速度緩慢直至轉而下降，由于競爭的加劇，導致同類產品生產企之間不得不加大在產品質量、花色、規格、包裝服務等方面加大投入，在一定程度上增加了成本。 四、衰退期 是指產品進入了淘汰階段。隨著科技的發展以及消費習慣的改變等原因，產品的銷售量和利潤持續下降，產品在市場上已經老化，不能適應市場需求，市場上已經有其它性能更好、價格更低的新產品，足以滿足消費者的需求。此時成本較高的企業就會由于無利可圖而陸續停止生產，該類產典型產品生命周

49、期理論品的生命周期也就陸續結束，以至最后完全撤出市場。Product Life CycleSales and Profits Over the Products Life From Inception to DemiseTimeProductDevelopmentStageIntroductionProfitsSalesGrowthMaturityDeclineLosses/Investments ($)Sales andProfits ($)75服務促銷組合 -科特勒的溝通與服務營銷三角員工公司顧客外部營銷-溝通人員促銷直銷廣告銷售促進公共關系事件互動營銷人員銷售顧客服務中心服務接觸服務場景

50、內部營銷-溝通縱向溝通橫向溝通-分店和特許店Communication PlatformsAdvertisingPrint and broadcast adsPackaging insertsMotion picturesBrochures and bookletsSales PromotionContests, games, sweepstakesPremiumsSamplingTrade shows, exhibitsCouponsCommunication PlatformsEvents/ ExperiencesSportsEntertainmentFestivalsArtsPublic

51、 RelationsPress kitsSpeechesSeminarsPublicationsCommunity relations Communication PlatformsPersonal SellingSales presentationsSales meetingsIncentive programsSamplesDirect MarketingCatalogsMailingsTelemarketingElectronic shoppingTV shoppingCharacteristics of CommunicationsAdvertisingPervasivenessAmp

52、lified expressivenessImpersonalitySales PromotionCommunicationIncentiveInvitationCharacteristics of CommunicationsPublic Relations and PublicityHigh credibilityAbility to catch buyers off guardDramatizationEvents and ExperiencesRelevantInvolvingImplicitCharacteristics of CommunicationsDirect Marketi

53、ngCustomizedUp-to-dateInteractivePersonal SellingPersonal interactionCultivationResponseChannels and Marketing DecisionsPushStrategyPullStrategy酒店服務產品的分銷渠道顧客（end customers）服務提供者（service provider, service principal）特許經營（franchisees）電子渠道（electronic channels)代理人（agents）經紀人（brokers）直銷中介中介中介中介酒店服務產品的分銷渠道

54、-直銷對于酒店集團，他們除了自己的很多分店直接提供服務，也可以通過管理合同、合資來提供自己的服務概念。如喜達屋酒店集團、萬豪國際、希爾頓酒店管理集團等。 酒店自己的預定系統（希爾頓、桔子酒店等）、銷售部酒店服務產品的分銷渠道-中介服務特許經營（franchising、加盟店）加入特許經營系統酒店預訂系統酒店代理商旅游中間商或旅游代理商旅游促銷機構會議促銷機構航空公司旅游協會、酒店協會電子分銷酒店電子分銷渠道酒店集團中心網站預訂手機短信預訂及WAP預訂電話預訂酒店電子分銷渠道網絡中介預訂 成規模的酒店渠道商有攜程、藝龍、芒果和中國電信的號碼百事通及12580、遨游、快樂e行、同程等。國際網絡中介

55、公司包括：O、PriceL、Expedia、等。酒店電子分銷渠道Ac尼爾森最新的“中國出境游調查報告”數據則表明，旅行者通過網絡預訂房間的比例達到29。 從7天連鎖酒店集團提供的數據看，有超過50%的預訂是通過網絡實現的。酒店服務營銷之Prcing 90Pricing is a process where a decision is made on what dollar amount should be attached to a product or service in exchange for the right to own or use a product or service.

56、Simply defined, price is the amount of money charged for a good or service.More broadly , price is the sum of the values consumers exchange for the benefits of having or using the product or service.區別： pricing and price1、Definition of Pricing91影響定價的主要因素定價目標成本競爭者的產品和價格市場需求政府的政策定價目標維持生存當期利潤最大化市場占有率最大

57、化產品質量最優化制定較低價格以需求和成本為基礎低價刺激需求高價彌補研發成本非貨幣成本時間成本：參與時間、等候時間搜尋成本：花在確定及選擇你所需服務上的努力便利成本：比如路費精神成本：風險的擔心（擔心弄不明白，擔心被拒絕，擔心含糊，擔心高費用）服務定價方法成本導向需求導向競爭導向基本的定價方法需求導向定價法（一）反向定價法 根據經營成本和利潤倒推價格。（二）感知（認知）價值定價法 根據購買者對產品的感知價值來制定價格。價格策略的關鍵不在于彌補成本，而在于捕捉顧客心中的可感知價值。 杜邦在產品生命周期各階段的定價競爭周期階段關注焦點定價方法引入期顧客認知價值定價成長期顧客和競爭者競爭導向定價成熟期

58、競爭和成本成本、利潤率分析定價的基本策略折扣定價心理定價差別定價新產品定價現金折扣數量折扣季節折扣價格折讓聲望定價尾數定價招徠定價顧客差別定價產品形式差別定價產品地點差別定價銷售時間差別定價撇脂定價滲透定價Prestige Pricing Strategy- used when a marketer sets a price at a very high level to create a high-quality position.Pricing Strategies（另一種分類）Pricing Strategies for New Products*Skimming Strategy- p

59、rice is set high, with the idea of possibly reducing it as competitors begin to enter the market.*Penetration Strategy A new product is priced at a low price to deter competitive entry.Several conditions favour setting a low price:A highly price sensitive market so that a low price produces more mar

60、ket growthEconomy-of-scale: Reduced cost as sales volume increases.Low prices must help keep out competition.99新產品定價策略撇脂定價滲透定價價格需求彈性單位成本技術秘密高低 小 大與銷量關系不大與銷量關聯度高擁有專利多個競爭者掌握Companies usually adjust their basic prices to account for various customer differences and changing situations.Price-adjustment