分析環(huán)境對(duì)酒店市場(chǎng)營(yíng)銷(xiāo)的影響。
知名酒店“黃金周”遭遇“非典”
    上海浦東某知名五星級(jí)酒店由于品牌、管理優(yōu)勢(shì)以及毗鄰FI比賽場(chǎng)地，客房入住率一直保持在90%以上。但是2003年“五一”黃金周期間，由于中國(guó)及亞洲地區(qū)“非典”肆虐，世界衛(wèi)生組織向各地發(fā)布“非典”疫情通告要求外出旅游人員做好防范措施，許多原先計(jì)劃預(yù)訂的客房被迫取消，一切精心策劃的營(yíng)銷(xiāo)活動(dòng)被迫中止，酒店入住客人只有罕見(jiàn)的5位，為該酒店開(kāi)業(yè)以來(lái)的最低入住人數(shù)，酒店遭受空前損失。
“金融危機(jī)”影響酒店行業(yè)
    2008年爆發(fā)了全球性的金融危機(jī)在全國(guó)住宿餐飲業(yè)的影響已經(jīng)逐步顯現(xiàn)，在重點(diǎn)城市、行業(yè)、企業(yè)表現(xiàn)較為明顯，并已經(jīng)呈現(xiàn)向行業(yè)蔓延和越來(lái)越嚴(yán)重的趨勢(shì)。
    北京、上海受影響最為嚴(yán)重，2008年11月份以來(lái)，上海高星級(jí)酒店平均出粗率已經(jīng)下降了10~15個(gè)百分點(diǎn)，平均房?jī)r(jià)雖然降幅較小，但隨著部分企業(yè)開(kāi)始大幅降低價(jià)格吸引客源，平均房?jī)r(jià)降幅有拉大的趨勢(shì)。北京市場(chǎng)由于奧運(yùn)前酒店供應(yīng)量快速上升，金融危機(jī)的影響被放大，根據(jù)酒店客源結(jié)構(gòu)不同，平均出租率和平均房?jī)r(jià)下降幅度在30%~50%、5%~3%不等。以國(guó)際客源市場(chǎng)為主的國(guó)際品牌高檔酒店最為明顯，出租率下降幅度高達(dá)50%。
新疆旅游業(yè)受“7.5”事件影響損失嚴(yán)重
    新疆維吾爾自治區(qū)旅游局局長(zhǎng)伊那木·乃斯?fàn)柖?1日在烏魯木齊說(shuō)，2009年烏魯木齊“7.5”事件給新疆的旅游業(yè)造成了嚴(yán)重?fù)p失，截至目前，取消的旅游團(tuán)隊(duì)已達(dá)1450個(gè)，涉及近85000名其中包括4396位外賓。在當(dāng)天舉行的新聞發(fā)布會(huì)上，伊那木·乃斯?fàn)柖〗榻B說(shuō)，今年上半年新疆共接待國(guó)內(nèi)外游者960多萬(wàn)人次，同比增長(zhǎng)超過(guò)一成。但“7.5”事件給新疆旅游業(yè)帶來(lái)了難以估量的損失。
公關(guān)政府，商務(wù)酒店“劫后逢生”
    廣州大廈原是一家商務(wù)酒店，隨著廣州商務(wù)酒店數(shù)量上升，市場(chǎng)競(jìng)爭(zhēng)異常激烈，酒店市場(chǎng)營(yíng)銷(xiāo)經(jīng)營(yíng)陷入困境。為了給酒店打開(kāi)新的出路，謀求更大發(fā)展，酒店懂事會(huì)決定利用與政府職能部門(mén)的良好關(guān)系，創(chuàng)立全國(guó)首家以規(guī)范化的服務(wù)為基礎(chǔ)，以鮮明的公務(wù)接待、公務(wù)活動(dòng)的人員、設(shè)備和程序，廣州大廈占據(jù)了廣州大部分的公務(wù)酒店市場(chǎng)，酒店入住率和盈利率得到了大幅度的提升。   
思考與習(xí)題
    1、根據(jù)上述案例，分析酒店市場(chǎng)營(yíng)銷(xiāo)過(guò)程中受哪些因素影響？
    2、做好酒店市場(chǎng)營(yíng)銷(xiāo)環(huán)境分析工作，具體有哪些步驟和方式？有哪些需要特別注意的地方？
Analysis of environmental impact of hotel marketing.
Well-known hotel "Golden Week" encounter "atypical pneumonia"
    Shanghai Pudong, a well-known five-star hotel brand management advantages, as well as adjacent FI venue, room occupancy rate has remained above 90%. 2003 "May Day" Golden Week, because China and Asia the SARS epidemic.

World Health Organization published around the world to the SARS outbreak notice request to travel to preventive measures and was forced to cancel many of the originally planned booking rooms, all carefully planned marketing activities were suspended, the hotel guests stay only a rare 5

, The minimum occupancy of the hotel since its opening, the hotel suffered unprecedented losses.
"Financial crisis" affecting the hotel industry
    The global financial crisis erupted in 2008 in the national accommodation catering industry has been gradually emerging in key cities, industries, corporate performance is more obvious, and has shown a trend to spread to the industry and more and more serious.
    Beijing, Shanghai affected the most serious, since November 2008, the average high-star hotel in Shanghai out of rough has dropped by 10 to 15 percent, although the average house price fell less, but as some companies began to sharply lower prices to attract customers source

, Average house prices drop a widening trend. Rapid increase in hotel supply due before the Olympic Games, the Beijing market impact of financial crisis is magnified depending on the hotel source structure, the average occupancy rate and average house prices decline 30% to 50%, 5% to 3%

And so on. The most obvious to the international tourist market-based international brand of upscale hotels, occupancy rates fell by as much as 50%.
Xinjiang tourism industry has suffered serious losses by the "7.5" incident
    11 in Urumqi, Xinjiang Uygur Autonomous Region Tourism Bureau, Ina Wood is Si Erding Urumqi "7.5" incident to the tourism industry in Xinjiang in 2009 caused serious damage and far, to cancel the travel team has reached 1450, involving

And 85000, including 4396 foreign guests. Ina Wood is Sier Ding said at a news conference, said the first half of this year, Xinjiang received at home and abroad who travel more than 960 million people, an increase of more than one. But "7.5" event to

Xinjiang tourism has brought immeasurable loss.
PR government, business hotel "robbing the water is
    Guangzhou Hotel was originally a business hotel, with the increase in the number of Guangzhou Business Hotels, market competition is fierce, hotel marketing and management trouble. In order to open a new way to the hotel and seek greater development, hotel sensible decision to use

Good relations with government departments, the creation of the first standardized services with a distinctive official reception, the official activities of personnel, equipment and procedures, the Guangzhou Hotel occupies most of the official hotel market in Guangzhou, the hotel occupancy rate

And profitability has been greatly improved.
Thinking and Problems
    1, according to the above case, the analysis of hotel marketing process by which factors?
    2, good hotel marketing environment analysis, what specific steps and methods? Which require special attention?