bbj_-市场营销计划-营销部的预算.ppt

Welcome,BusinessPlan-BudgetforSales&Marketing,Awrittenmarketingplanisthebackclothagainstwhichoperationaldecisionsaretakenonanon-goingbasis.Consequentlytoomuchdetailshouldnotbeattempted.Itsmajorfunctionistodeterminewherethecompanyisnow,whereitwantstogo,andhowtogetthere.一份书面的市场营销计划是整个酒店持续营运决策中不可缺少的基础和支柱。不要尝试做到面面俱到。它的主要功能是决定本酒店目前的定位和今后发展的方向及如何达到这个目标。,市场营销计划-营销部的预算,Itliesattheheartofacompanysrevenue-generatingactivitiesandfromitflowallothercorporateactivities,suchastimingofthecashflow,thesizeandcharacterofthelaborforce,andsoon.它是依赖于酒店为取得最大收益所采取的行为方式以及由此而产生的辅助方式，例如现金流周期、劳动力成本的范围和特征等等,WhyBusinessPlanisImportant市场营销计划的重要性,BusinessPlanisagoal计划是目标NoBusinessPlanmeanscannotevaluate没有计划意味着不可能进行有效评估BusinessPlanisoneofawaytomotivatestaff计划是激励员工的有效措施之一,“Ateamwithoutgoalsisjustanotherineffectivecommittee”“一个没有目标的团体只是一群没有效率的团队”,BusinessPlanInclude市场营销计划的内容,Overview概述Analysis分析MarketingPlan市场计划SupportingProgram支撑体系,BusinessPlanInclude市场营销计划的内容,Overview概述,Overview概述,ExecutiveSummary行政小结MarketCondition市场环境SWOTPositioningStatement定位描述,ExecutiveSummary行政小结,CurrentSituation目前状况ChangesPlanned可预见的变动AnticipatedforthePlanYear对下一年的展望,ExecutiveSummaryshouldbeabriefsummaryofthedetailedfindingsthataretofollow行政小结是对需要执行的具体细节的简短描述,MarketCondition市场环境,ExternalFactors外部因素InternalFactors内部因素Changesinthesupplyanddemandforhotelaccommodation酒店住宿的供求变化Competitiveadvantageanddisadvantage竞争的有利和不利条件,SWOT,SStrength强项WWeakness弱项OOpportunity机会T-Threat威胁,PositioningStatement定位描述,Asingle,simplemessage单一、简单的信息Setsyouapartfromyourcompetitors从你的竞争对手当中脱颖而出Whatmakesyoudifferent让你不同于别人的众多因素,BusinessPlanInclude市场营销计划的内容,Overview概述Analysis分析,Analysis分析,CompetitiveSetAnalysis竞争对手的分析MarketSegment市场细分GeographicFeederMarkets按地域的市场分类FrequencyPrograms持续不断的项目MarketingCommunicationsActivities市场公关活动PricingStrategy价格策略AccountsProductivity客户产量,CompetitiveSetAnalysis竞争对手分析,Whoareyourrealcompetitors谁是真正的竞争对手REVPARRevenueperavailableroom每间可卖房收入RGIRevenueGeneratedIndex收入综合指数RankingNo.1isyourgoal排名-目标是要成为第一,Sample,MarketSegment按客源分类的市场,Mainmarket主要市场Mostpotentialmarket潜在的市场2080rule20-80法则,GeographicFeederMarkets按地域划分的市场,Historypastyear去年Forecastcomingyear预测来年%ofincreaseordecrease增长和减少的%Economicorpoliticalcondition经济、政治环境,FrequencyPrograms持续不断的项目,Package各种包价Promotion推广活动BarterAgreement互免协议Sponsorship赞助,MarketingCommunicationsActivities市场公关活动,Focusonthebrand以品牌为中心Influencecustomerbehavior影响客人的行为Establishpropertyimageopeninghotel树立企业形象开业酒店,PricingStrategy价格策略,Consistentwithhotelpositioning酒店市场定位的一致性Marketconditions市场环境Competitorspricingplan竞争对手的价格计划Achievetheplanobjectives达到计划的目标,AccountsProductivity客户产量,KeyAccount主要客户NewAccount新客户Focusonyourloyaltycustomer关注忠实客户,BusinessPlanInclude市场营销计划的内容,Overview概述Analysis分析MarketingPlan市场计划,MarketingPlan市场计划,Overview概述MarketSegmentStrategy市场细分战略ConferenceandBanquetsMarketSegment会议、宴会市场细分Food&BeverageOutletStrategy餐饮各营业点策略,AlwaysasktheQuestionstoyourself不断提醒自己,DoIhavetherightstrategy?我的战略是否正确中国最大的资料库下载HaveIMaximizedallopportunitiesandresourcesavailablefromthehotel?我是否利用所有的机会和资源将酒店收入最大化HaveIallocatedsufficientbudgettoenablethehoteltoachieveitsobjectives?我是否为达到目标而合理的分配预算,BusinessPlanInclude市场营销计划的内容,Overview概述Analysis分析MarketingPlan市场计划SupportingProgram支撑体系,SupportingProgram支撑体系,Travelscheduletradeshows推广计划Travelschedulesalestrips销售出差时间表SalesandMarke