酒店营销渠道策略

1、酒店营销渠道策略,酒店营销渠道的概念,酒店营销渠道就是指酒店把产品销售给最终消费者的途径,或者是说酒店产品由生产者经过中间商到达最终消费者的,全部过程的组合,酒店营销渠道的模式,消费者直接到酒店购买产品,1,直接预定,2,自设门市部,3,直接营销渠道,酒店营销渠道模式,一级营销渠道模式,1,二级营销渠道模式,2,三级营销渠道模式,3,间接营销渠道,酒店利用间接渠道的必要性,能够节省销售费用,可以弥补酒店营销财力与人力的不足,可以发挥中间商的营销优势,可以分担酒店一部分市场风险,营销酒店营销渠道的因素,产品因素,酒店产品生产者,或提供者自身因素,市场因素,1,客源目标市,场的范围大小,2,酒店产

2、品消,费者的集中程度,3,购买频率,4,季节性,5,竞争对手状,况,1,酒店规模,2,管理能力,3,酒店声誉,4,酒店财力,5,酒店经营,目标和产品组,合状况,1,产品的档次,2,产品的知名,度,3,产品的消费,者数量,酒店中间商,酒店中间商的类型,酒店批发商,1,酒店代理商,2,旅行社,3,专业媒介者,4,酒店中间商的选择,酒店中间商对产品的销售能力,酒店中间商的信誉,酒店中间商销售场所的位置,酒店中间商销售产品的积极程度,酒店中间商社会历史背景状况,酒店中间商的管理,对酒店中间商的监督检查,对酒店中间商的激励,1,对酒店中间商的折扣,2,组织酒店中间商免费到酒店考察,3,其他激励形式,酒店

3、营销渠道选择策略,营销渠道长度选择策略,酒店产品供给者利用两个或两个以上环节的中间商把,产品销售给消费者的策略，叫长渠道策略,酒店产品供给者通过一个环节的中间商把产品出售给,消费者的策略，叫短渠道策略,酒店营销渠道选择策略,营销渠道宽度选择策略,专营性营销渠道策略,1,广泛性销售渠道策略,2,选择性销售渠道策略,3,复合式营销渠道策略,4,营销渠道的调整策略,增减某一营销渠道中的中间商数量,增减部分营销渠道,调整整个营销渠道,3,1,2,Hot Tip,How do I incorporate my logo to,a slide that will apply to all the,othe

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