酒店?duì)I銷渠道策略.ppt

1、酒店?duì)I銷渠道策略,酒店?duì)I銷渠道的概念,酒店?duì)I銷渠道就是指酒店把產(chǎn)品銷售給最終消費(fèi)者的途徑，或者是說(shuō)酒店產(chǎn)品由生產(chǎn)者經(jīng)過(guò)中間商到達(dá)最終消費(fèi)者的全部過(guò)程的組合。,酒店?duì)I銷渠道的模式,直接營(yíng)銷渠道,酒店?duì)I銷渠道模式,間接營(yíng)銷渠道,酒店利用間接渠道的必要性,能夠節(jié)省銷售費(fèi)用,可以彌補(bǔ)酒店?duì)I銷財(cái)力與人力的不足,可以發(fā)揮中間商的營(yíng)銷優(yōu)勢(shì),可以分擔(dān)酒店一部分市場(chǎng)風(fēng)險(xiǎn),營(yíng)銷酒店?duì)I銷渠道的因素,產(chǎn)品因素,酒店產(chǎn)品生產(chǎn)者 或提供者自身因素,市場(chǎng)因素,1、客源目標(biāo)市場(chǎng)的范圍大小 2、酒店產(chǎn)品消費(fèi)者的集中程度 3、購(gòu)買頻率 4、季節(jié)性 5、競(jìng)爭(zhēng)對(duì)手狀況,1、酒店規(guī)模 2、管理能力 3、酒店聲譽(yù) 4、酒店財(cái)力 5、酒店

2、經(jīng)營(yíng)目標(biāo)和產(chǎn)品組合狀況,1、產(chǎn)品的檔次 2、產(chǎn)品的知名度 3、產(chǎn)品的消費(fèi)者數(shù)量,酒店中間商,酒店中間商的類型,酒店中間商的選擇,酒店中間商對(duì)產(chǎn)品的銷售能力,酒店中間商的信譽(yù),酒店中間商銷售場(chǎng)所的位置,酒店中間商銷售產(chǎn)品的積極程度,酒店中間商社會(huì)歷史背景狀況,酒店中間商的管理,對(duì)酒店中間商的監(jiān)督檢查,對(duì)酒店中間商的激勵(lì),1、對(duì)酒店中間商的折扣 2、組織酒店中間商免費(fèi)到酒店考察 3、其他激勵(lì)形式,酒店?duì)I銷渠道選擇策略,營(yíng)銷渠道長(zhǎng)度選擇策略 酒店產(chǎn)品供給者利用兩個(gè)或兩個(gè)以上環(huán)節(jié)的中間商把產(chǎn)品銷售給消費(fèi)者的策略，叫長(zhǎng)渠道策略。 酒店產(chǎn)品供給者通過(guò)一個(gè)環(huán)節(jié)的中間商把產(chǎn)品出售給消費(fèi)者的策略，叫短渠道策略。

3、,酒店?duì)I銷渠道選擇策略,營(yíng)銷渠道寬度選擇策略,營(yíng)銷渠道的調(diào)整策略,增減某一營(yíng)銷渠道中的中間商數(shù)量,增減部分營(yíng)銷渠道,調(diào)整整個(gè)營(yíng)銷渠道,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 apply to a

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