Market positioning of Jinjiang Hotel

3. Hotel product positioning steps

The main purpose of hotel product positioning is to enable customers to distinguish the hotel from other competitors. To achieve this goal, the following aspects must be carried out:

Step 1: Determine competitors, analyze competitors' products
The competitors of hotels are actually alternatives of hotel products That is, the same or similar characteristics (such as the same or similar regions, hotel stars, customer bases, prices, etc.) are the same or similar to the hotel.
It often occurs such mistakes when determining competitors, that is, simply use stars or business as a basis for judging, and regard other hotels with similar stars or other hotels as their own competitor. In the same Samsung hotel, some take the tourist team as the target market, some take the meeting as the main target market, and some are targeting the business scattered customer market. By. Also based on the meeting market as the target market, the conference market division of the five -star hotels and the conference market division of the three -star hotels make the target market different from the difference in the standard. Therefore, the scope of competitors of hotel products should be limited to markets of the same or similar goals.
The judging whether the product of a certain hotel is competing with similar products in this hotel. There is a simple test method: when the hotel is reduced, observe whether the other party's customers are transferred. The more the competitors and the more customers are transferred, the more competitiveness is explained, and otherwise it is weaker.
In determination of competitors, the hotel must adopt a variety of channels to collect relevant information about competitors products to understand what kinds of products the competitors in the target market provide to customers. What are the advantages and deficiencies of similar products, so as to clarify the product positioning of competitors

The survey of competitors products can be surveyed through various channels, such as investigating customers who have purchased competitors. Learn about their purchase experience and evaluation of the product; they can also send people to the competitors to consume and observe the relevant information about the accurate competitors' products. It can record the survey data of each competitor, can summarize the overall competition in the target market and compare with the hotel's disadvantages.

Step 2: Select the competitive advantage accurately, set the market image

Through the previous step, the hotel conducted a detailed and in -depth investigation and its products in the target market and its products According to advantages, it is found that the advantages of this hotel are the main foundation of hotel product positioning.

The hotel may face a variety of competitive advantages. At this time, it is emphasized that all the advantages are not desirable, because sometimes it will leave customers the feeling of "Wang Po sells melon", and,,,, to which,,,, to,,,,,, to,,,,,,, to,,, Too much information loses the focus, which is not conducive to deepening the impression of customers. Therefore, hotels should use a certain method to choose from many competitive advantages, evaluate and select the best projects that are most suitable for the hotel, and preliminarily determine the location of hotel products in the target market.
Once the advantages of hotel products are determined, it is necessary to take various means to accurately and effectively spread the positioning concept of hotel products to the target market. The advantages of hotel products will not automatically show in the target market. To enable these advantages to play a role and affect customers' purchase decisions, the hotel needs to establish a distinctive market image based on product characteristics and advantages. It also cleverly communicates with customers in the target market, causing customers' attention and interesting, and obtains the recognition of customers.

Is to publicize and communicate the target market, the hotel should try to avoid misunderstandings caused by improper propaganda and affect the performance of the hotel's advantages. For example, the positioning to the public is too low and cannot show its own characteristics; or the positioning is too high or does not meet the actual situation, misleading customers think that the hotel only operates high -end and high -priced products; Clear understanding.

It step 3: Trial time, adjust the product positioning

The customer's understanding of hotels and its products is not unchanged. Disginal:
· Competitors in the target market launched new products, positioning near the hotel's products, occupying some markets of the hotel's products, resulting in a decline in the market share of the hotel's products;
· N · N · N · Customer preferences have changed, making the preference for the hotel's products transferred to some products of competitors.

Is when the above situation is encountered, the hotel should take specific methods based on changes to position the hotel's products and even re -position it. Before making positioning adjustments or re -positioning decisions, the hotel should consider the following factors:

First, the hotel must accurately calculate its own product positioning from one target market to another target market. ;

Secondly, when the hotel positions its own product in a new position, what kind of reward can be obtained.
The number of income depends on the number of buyers and competitors in the target market. The average purchase rate is high. What level of the sales price of hotel products in the target market can be set at what level.
The hotels should carefully compare the predictions of the collection and support, weighing the advantages and disadvantages, and then decide whether to position the hotel's products in a new position to avoid rush adjustment and cause a situation of losing money.

. Hotel product positioning strategies

(1) Seeing market positioning, avoiding real strike: r
The actual needs of customers and the attributes of the hotel's products have been fully evaluated and analyzed, and found that when the competitors in the target market are strong and cannot compete with them, the hotel should turn their attention to the market that the competitors have not taken into account or suddenly. In the gap, organize their own products to meet the needs of those who have not met or have not been fully satisfied in the market, thereby forming a sufficient trend with competitors. Such positioning methods are small and easy to succeed.

The product market positioning of economy hotels such as bus hotels such as motels (Budget Motels) in the 1960s, which has a very realistic guiding significance for my country's current hotel industry competition. This hotel provides a choice that can meet basic needs and save money. It does not have a conference room, banquet hall, and a wide range of entertainment and leisure facilities. It only provides a hygienic, comfortable, and low -cost guest room. This is very attractive for customers who have a good rest and only to get a good rest. Many small and medium -sized hotels in my country often adopt additional investment in hotels and hotel groups, and often adopt additional investment, update the product, find grades, find the project, and use it as a competitive capital. This will cause greater pressure or even waste of the limited resources. In fact, domestic tourism in my country is emerging. Domestic tourists will become a huge market in the future. They ask hotels to provide products with their economic capabilities. And this is exactly the market gap between medium and small hotels, which will be promising in such a market.

(2) Forcibly changes to the market:

The resource and powerful hotels often adopt such product positioning strategies. When the target market competitors have many competitors, but the market demand potential is still great. At this time, the hotel adopts a strategy of forcibly crowding, choosing a market location overlapping with competitors, and striving for the same potential target customers. , Channel and other aspects and aspects to start directly face -to -face struggles, sitting with competitors with competitors.

The product positioning strategy for this kind of tough product, the hotel must have sufficient and accurate estimation and analysis of the results of competitors and competition. Hotels must know whether they have richer resources and stronger operating capabilities than competitors, whether they can do better than competitors, whether the profit in competition can balance the cost of winning the competition. If you lack sufficient understanding and stubbornly stubborn, it may be very dangerous to introduce the hotel into a path.

It's discussion can be seen that the entry barriers in the hotel industry have low and exit the barrier, which causes competitors to enter in the market. In the case of competition, it is necessary to fight all efforts to survive. At this time, in the competition, it is often "forced by the situation" to force and force.

It hard fight for the competition and even many parties will be a painful thing. In a domestic capital city in a provincial capital of the provincial capital, the hotel price war in 1999 caused the local hotel industry to lose 100 million yuan. of.
In order to avoid the emergence of vicious competition, even big hotels should consciously find new market vacancy, rather than only focusing on the traditional "favorable" market. When the hotel formulates a product positioning strategy, the above two strategies are at the same time and focus on it at different times, which will be a wise choice.

No matter what kind of product positioning strategy is adopted, the hotel should ask the following eight questions for your own products:
· Who is the object of the hotel? What is the goal of the hotel?
· What are the differences between the hotel with competitors? How can I make myself different?
. In which aspect of the hotel may take the lead? Does the hotel have an advantage that can be used?
· What unfavorable conditions do hotels need to overcome? Is it possible to become disadvantaged?
· In all market segments, which one is the most important to this hotel?
· How to expand or change the habit mode?
. Does the hotel have used tangible and intangible advantages?
. What kind of product is most likely to choose the hotel provided by the hotel?