中國酒店市場營銷的一些觀點，在學者如何研究掌握市場！

    眾多的市場營銷工作者在看待自己的工作時，少了作家們浪漫，更多的是對對實際工作的總結(jié)和反思。酒店業(yè)一位資深的營銷人員曾說過：“市場營銷首先應(yīng)該是人們的一種經(jīng)營理念，理念不同則視野各異。兩家鞋廠的推銷員同時來到太平洋某島推銷鞋子。他們發(fā)現(xiàn)島上的人竟不穿鞋子。第一位推銷員認為這里的生意不好做，大家全多習慣赤腳走路，鞋子在這里根本沒有市場，于是他匆匆離去。第二位推銷員卻認為，島上的人全都赤腳走路，好沒有學會穿鞋子呢，這里市場潛力巨大，他決定常、長駐此島，留下來開辟市場。經(jīng)過他的誘導和經(jīng)營，當?shù)刂饾u穿上了鞋子，一個新的市場宣告形成。兩位推銷員代表著兩種理念，第二位推銷員就是帶著市場營銷的放大鏡去分析問題和解決問題的。市場營銷的理念，其核心就是活躍客人的需求、刺激客人的需求和創(chuàng)造客人的需求；其次，市場營銷是一套服務(wù)客人、服務(wù)企業(yè)的技術(shù)手段系統(tǒng)，究竟像餐飲廚師的烹飪技術(shù)和服務(wù)員的服務(wù)技術(shù)一樣，有完整的流程和嚴格的操作要求，就比如對客戶的拜訪，和日常生活中的走親訪友有著嚴格的區(qū)別，市場營銷中對客戶的拜訪，有較為祥盡的規(guī)定，規(guī)定的內(nèi)容甚至包括著裝的要求；第三，市場營銷是一種展示自己潛能的藝術(shù)。市場營銷提供了一個廣闊的天地，營銷工作者在此之中圍繞著客人的需要，中國酒店市場營銷可以充分發(fā)揮想象力，挖掘潛能進行創(chuàng)造性的工作。營銷工作沒有最好，只有更好。

    在學者的眼中，市場營銷是科學研究的對象。他們依靠經(jīng)濟學、心理學、社會心理學、社會學、管理科學、行為科學等學科的幫助，嘗試著對市場營銷進行精準和理性的部析。市場營銷學以市場營銷為研究對象，產(chǎn)生于20世紀初期的美國，1902年，美國密執(zhí)安大學、加州大學和伊利諾大學的經(jīng)濟系開設(shè)了市場學課程，開始對市場營銷進行系統(tǒng)的研究。一百多年來，學者們進行了大量細致的研究，他們的成果對于營銷實踐起著重要的指導作用。什么是市場營銷？學者們因為立場、角度和方法的不同，仁者見仁，智者見智，給予了不同的解讀。被譽為“現(xiàn)代營銷之父”的美國學者菲利普，科特勒的答案是：“營銷指的是通過合適的交流和促銷，將合適的商品與服務(wù)在合適的時間和合適的場合銷售給合適的人。”蓋里?特萊帕認為市場營銷是：“了解顧客需要，使產(chǎn)品盡可能滿足這些需要，勸說顧客滿足自己的需求，最后，當客人愿意購買該產(chǎn)品時，保證購買方便。”安德遜和蘭姆?？藢I銷的定義是，“營銷的真正意義在于聽取市場的需求，滿足需求，創(chuàng)造利潤。據(jù)此，出色的營銷自然應(yīng)該意味著，你比自己的競爭者更注重傾聽市場意見，也比競爭者能更有效地滿足市場需求”。

    思考與習題
    1、根據(jù)你的經(jīng)驗和理解，說明什么是酒店市場營銷。
    2、在上述案例中，多次提到需求或需要，結(jié)合《酒店服務(wù)心理學》中學過的酒店客人的需要的內(nèi)容，分析掌握客人的需要，對于酒店的經(jīng)營和服務(wù)具有什么樣的意義。
    3、把梳子賣給和尚和讓習慣赤腳的人穿鞋，這兩個故事給你什么樣的啟發(fā)？

Shenzhen hotel marketing, to grasp the concept of marketing!

    Many marketing workers in view of their work, the less the writers of romance, is a summary of the practical work and reflection. Hotel industry, a senior marketing staff once said: "Marketing should first of a business philosophy, the idea is different horizons vary. Two shoe salesman at the same time came certain Pacific island to sell shoes. They found that not here with shoes of the people on the island. first salesman that do business here is not good, full habits barefoot walking shoes there is no market here, so he hurried to leave the second salesman that the island's people are all walking barefoot good not learned to wear shoes, huge market potential, he decided to often be stationed at the island, leaving the open market after his induction and operation of the area gradually put on his shoes, a new declared the formation of the market. two salesmen on behalf of the two concepts, the second salesman is with the marketing of a magnifying glass to analyze and solve problems. marketing concept, its core is the active guests' needs, to stimulate guests needs and create the needs of guests; Secondly, marketing is a set of services to guests, the technical means of the service enterprise system, exactly like the restaurant chefs cooking techniques and waiter service, complete processes and rigorous operating requirements, it such as visits to the customer, and daily life, visiting friends and relatives has a strict distinction between marketing, customer visits, Cheung is more to do the provisions of the prescribed content and even the dress requirements;, marketing a display of art of their own potential and marketing a vast world, marketing workers in this being around the needs of guests, give full play to the imagination, and tap the potential of creative work. not the best marketing efforts, only better.

    In the eyes of scholars, marketing is the object of scientific research. They rely on the help of the disciplines of economics, psychology, social psychology, sociology, management science, behavioral science, and marketing precision and rationality of the Ministry of analysis. Marketing marketing, resulting in the early 20th century, the United States, 1902, University of Michigan, Department of Economics, University of California and the University of Illinois opened its marketing programs, marketing system . Hundred years, scholars have a lot of meticulous research, their results play an important role in guiding marketing practice. What is marketing? Scholars because of the position, angle, and different methods, the benevolent see benevolence and the wise see wisdom, to give a different interpretation. Known as the "father of modern marketing," the American scholar Philip Kotler, the answer is: Marketing is through appropriate communication and promotion of goods and services at the right time and the right occasion sales to the appropriate of the people. "cover? Te Laipa that marketing is:" know your customer needs to make our products meet those needs as far as possible, to persuade customers to meet their own needs, and finally, when the guests are willing to buy the product to ensure convenient to buy. " Anderson and Lamb Hick definition of marketing is "the true meaning of marketing is to listen to the needs of the market to meet demand, and create profits. Accordingly, excellent marketing should naturally means that you pay more attention than their competitors listen to the views of the market, meet market demand more effectively than competitors.

    Thinking and Problems
    1, based on your experience and understanding, what is a hotel marketing.
    2, in the above case, repeatedly referred to the demand or need, combined with the hotel Psychology secondary over the contents of the needs of hotel guests, and analysis to grasp the needs of the guests, what kind of significance to the operation and services of the hotel.
    3, the comb sold to the monks and habits barefoot shoes, these two stories to you what kind of inspiration?