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,直接营销渠道,,酒店营销渠道模式,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
2、 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，
3、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,,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 other slides? On the View menu, point to Master, and then click Slide Master or Notes Master. Change images to the one you like, then it will
4、apply to all the other slides.,,Diagram,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,Title Add your text,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,,Cycle Diagram,,Diagram,,Diagram,,Diagram,,Diagram,Add Your Text
5、,Add Your Text,Add Your Text,Add Your Title,,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Des
6、ign Inc.,Diagram,Text,Text,Text,,Diagram,Add Your Title,Text,Text,Text,,Table,,Diagram,,Diagram,Your Text,Your Text,Your Text,Your Text,Your Text,Your Text,Your Text,Your Text,,Diagram,Add Your Title,Add Your Title,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design In
7、c.,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,,Diagram,2003.10 Add Your Text 2003.10 Add Your Text 2003.10 Add Your Text,2000,2001,2002,2003,Company History,2001.10 Add Your Text 2001.10 Add Your Text 2001.10 Add Your Text,2002.10 Add Your Text 2002.10 Add Your Text 2002.10 Add Your Text,2000.10 Add Your Text 2000.10 Add Your Text 2000.10 Add Your Text,,Table,,3-D Pie Chart,,Marketing Diagram,,Thank You !,
