分析酒店市場(chǎng)營(yíng)銷競(jìng)爭(zhēng)對(duì)手的優(yōu)勢(shì)和弱勢(shì)戰(zhàn)略，以及它們的優(yōu)點(diǎn)和缺點(diǎn)。
1.酒店目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略
    酒店在分析自己與競(jìng)爭(zhēng)對(duì)手的優(yōu)勢(shì)和弱勢(shì)后，應(yīng)避開(kāi)自己的弱勢(shì)的部分，將主要精力花在自己的優(yōu)勢(shì)部分，盡量用自己的優(yōu)勢(shì)部分與競(jìng)爭(zhēng)對(duì)手的弱勢(shì)部分去比，并引導(dǎo)對(duì)手與自己的優(yōu)勢(shì)部分去比。根據(jù)自己的優(yōu)勢(shì)情況，為目標(biāo)市場(chǎng)選擇相應(yīng)的戰(zhàn)略。目標(biāo)市場(chǎng)營(yíng)銷可選擇的戰(zhàn)略很多，主要有無(wú)差異市場(chǎng)營(yíng)銷戰(zhàn)略、差異市場(chǎng)營(yíng)銷戰(zhàn)略和集中市場(chǎng)營(yíng)銷戰(zhàn)略。
   （1）無(wú)差異市場(chǎng)營(yíng)銷戰(zhàn)略
    即把整體市場(chǎng)毫無(wú)區(qū)別地作為酒店市場(chǎng)營(yíng)銷的目標(biāo)市場(chǎng)。采用該戰(zhàn)略的酒店認(rèn)為顧客對(duì)其產(chǎn)品或服務(wù)具有相同的需求，只需提供一種產(chǎn)品和一整套營(yíng)銷方案，就能滿足所有顧客的需求。
    其優(yōu)點(diǎn)是：
    ①由于不需要市場(chǎng)細(xì)分，可相應(yīng)地節(jié)省市場(chǎng)調(diào)研費(fèi)用和廣告宣傳等費(fèi)用，降低了成本，從而實(shí)現(xiàn)規(guī)模經(jīng)濟(jì)效益。
    ②酒店的品牌上升為名牌后，能夠?qū)崿F(xiàn)顧客對(duì)酒店品牌的“忠誠(chéng)度”，可長(zhǎng)期占領(lǐng)市場(chǎng)。
    其缺點(diǎn)是：
    ①由于酒店顧客需求是多種多樣的，單一產(chǎn)品不易吸引顧客，即使擁有特色產(chǎn)品，也可能被其他酒店模仿，加劇競(jìng)爭(zhēng)。
    ②顧客所處社會(huì)經(jīng)濟(jì)情況、個(gè)人興趣以及生活方式等不斷發(fā)生變化，對(duì)酒店產(chǎn)品的需求也不斷變化。如餐飲方面，顧客越來(lái)越追求更多的口味選擇，特別是外國(guó)消費(fèi)者。因此，無(wú)差異市場(chǎng)戰(zhàn)略已經(jīng)不適應(yīng)現(xiàn)代酒店發(fā)展的需求。
   （2）差異市場(chǎng)營(yíng)銷戰(zhàn)略
    即根據(jù)不同顧客有不同需求的特點(diǎn)，對(duì)整體市場(chǎng)進(jìn)行劃分，然后針對(duì)每個(gè)細(xì)分市場(chǎng)的特色，分別設(shè)計(jì)不同的產(chǎn)品或服務(wù)，并采用不同的營(yíng)銷手段，以滿足每個(gè)顧客的具體需求。如酒店餐廳針對(duì)顧客需求，劃分為中餐廳、西餐廳、民族風(fēng)味餐廳等。
    其優(yōu)點(diǎn)是：
    ①該戰(zhàn)略是市場(chǎng)競(jìng)爭(zhēng)的產(chǎn)物，它更能滿足顧客的需求，使酒店在每一個(gè)細(xì)分市場(chǎng)上擁有較高的銷售額;由于滿足了不同顧客的需求，可以增強(qiáng)顧客對(duì)酒店的信任感，獲得更多的忠誠(chéng)顧客，能夠擴(kuò)大企業(yè)聲譽(yù)，從而提升酒店的競(jìng)爭(zhēng)力。
    ②由于分成幾個(gè)細(xì)分市場(chǎng)，增強(qiáng)了酒店的適應(yīng)能力和抗風(fēng)險(xiǎn)能力。
    其缺點(diǎn)是：
    ①多個(gè)細(xì)分市場(chǎng)要求酒店具有多種銷售渠道、銷售方式以及宣傳促銷方式，研究開(kāi)發(fā)費(fèi)用、管理費(fèi)用、銷售費(fèi)用等都因此而增多，必然導(dǎo)致成本增加，投資加大。
    ②酒店產(chǎn)品服務(wù)項(xiàng)目繁雜，采用該戰(zhàn)略后產(chǎn)品品種多、數(shù)量少，難以實(shí)現(xiàn)規(guī)模經(jīng)濟(jì)效益。
    ③由于成本高、投資大、經(jīng)營(yíng)范圍廣，給酒店經(jīng)營(yíng)和管理帶來(lái)困難，一旦推出的產(chǎn)品和服務(wù)無(wú)法滿足其顧客需求，企業(yè)會(huì)蒙受很大損失。
   （3）集中市場(chǎng)營(yíng)銷戰(zhàn)略
    即在市場(chǎng)細(xì)分的基礎(chǔ)上，酒店選擇一個(gè)或幾個(gè)目標(biāo)市場(chǎng)，然后集中酒店所有的人力、物力和財(cái)力，采取一種營(yíng)銷組合手段，服務(wù)于最有潛力和適應(yīng)力的目標(biāo)市場(chǎng)。采用該戰(zhàn)略的往往是資源能力有限的中小型酒店，它在較大的市場(chǎng)中很難同大酒店競(jìng)爭(zhēng)，轉(zhuǎn)而尋求在較小的細(xì)分市場(chǎng)上獲取較大的市場(chǎng)份額，主要靠特色產(chǎn)品取得較好的經(jīng)濟(jì)效益。
    其優(yōu)點(diǎn)是：
    ①有助于酒店集中精力打殲滅戰(zhàn)，在特定市場(chǎng)上占據(jù)競(jìng)爭(zhēng)優(yōu)勢(shì)。
    ②有利于酒店提高資源的利用率，并且可以節(jié)省市場(chǎng)營(yíng)銷費(fèi)用，節(jié)約成本。
    ③酒店在特定目標(biāo)市場(chǎng)上建立扎實(shí)基礎(chǔ)，有助于提高知名度，并與大型企業(yè)相抗衡。
    其缺點(diǎn)是：
    ①酒店資源過(guò)于集中在某一細(xì)分市場(chǎng)，經(jīng)營(yíng)風(fēng)險(xiǎn)較大，一旦目標(biāo)市場(chǎng)需求下降，或被競(jìng)爭(zhēng)者占據(jù)主要市場(chǎng)，酒店銷售額也隨之下降，可能出現(xiàn)巨額虧損。
    ②如果酒店在某一細(xì)分市場(chǎng)上已確立了自己的地位，就很難改變市場(chǎng)形象去吸引新的顧客。

Analyze the strengths and weaknesses of the competitors of hotel marketing strategy, as well as their advantages and disadvantages.
A hotel target marketing strategy
    Hotels in the analysis of their own and competitors' strengths and weaknesses, we should avoid the vulnerable part, the main effort on the part of their own advantage, than try to use part of their own advantages and vulnerable part of the competitors to, and guide the opponents part of their own advantage to go than that. According to their own advantage, select the appropriate strategy for the target market. Alternative strategy of target marketing, mainly whether the differences in marketing strategy, the difference in marketing strategy and focus on marketing strategy.
   (1) no difference in marketing strategy
    Market as a whole, without distinction as hotel marketing target market. The hotel using the strategy that the customer of its products or services have the same needs, simply providing a product and a set of marketing programs, will be able to meet all customer needs.
    Its advantages are:
    Eliminating the need for market segmentation accordingly to save market research costs and advertising costs, and reduce costs in order to achieve economies of scale.
    Rise the ② hotel brand for brand-name customer loyalty to hotel brands, long-term occupation of the market.
    The disadvantage is that:
    Hotel customers' needs are diverse, single product is not easy to attract customers with specialty products, may also be other hotels to imitate, intensified competition.
    ② customer in which the socio-economic situation, personal interests, and lifestyles continue to change, demand for hotel products is also changing. Such as catering, customers are increasingly seeking more taste options, especially foreign consumers. Therefore, no difference in marketing strategy suited to the needs of modern hotel development.
   (2) differences in marketing strategy
    According to different customers have different demand characteristics, to divide the overall market, then design a different product or service characteristics of each market segment, respectively, and using different marketing tools, to meet the specific needs of each customer. Such as the hotel restaurant for the customers' needs, divided in the restaurant, Western restaurant, ethnic style restaurant.
    Its advantages are:
    ① The strategy is a product of market competition, it can better meet customers' needs, making the hotel to have higher sales in each segment; to meet different customer needs, enhance customer trust the hotel. to gain more customer loyalty, and to expand the corporate reputation, thereby enhancing the competitiveness of the hotel.
    ② divided into several segments, enhance hotel's adaptability and ability to resist risks.
    The disadvantage is that:
    ① multiple market segments require the hotel has a variety of sales channels and sales methods as well as publicity and sales promotion, research and development expenses, administrative expenses, selling expenses, and so therefore increase will inevitably lead to increased costs, increase investment.
    ② hotel products and services complex project, using the strategy of product variety, a small number, it is difficult to achieve economies of scale.
    ③ Because of the high cost of investment, business scope, hotel operation and management difficulties, launch products and services unable to meet its customers' needs, the enterprises will suffer a terrible loss.
   (3) focus on marketing strategy
    Select one or several target markets on the basis of market segmentation, the hotel, and then focus all of human, material and financial resources, to take a means of marketing mix to serve the most potential and resilience target market. The strategy is often the small and medium-sized hotel with limited resource capacity, it is difficult to compete with the large hotels in the larger market, and to seek to obtain a larger market share in a smaller market segments depends mainly on the Featured Product achieve better value for money.
    Its advantages are:
    ① help the hotel to concentrate on playing a battle of annihilation, a competitive advantage in a particular market.
    ② The Hotel and improve resource utilization, and can save marketing costs and cost savings.
    To establish a solid foundation for the ③ hotels in a specific target market, help to improve visibility, and to compete with large enterprises.
    The disadvantage is that:
    ① hotel resources are too concentrated in certain market segments, business risk, once the target market decline in demand, or competitors to a dominant market hotel sales drop, may be a substantial loss.
    ② If the hotel in a particular market segment has established its own position, it is difficult to change the market's image to attract new customers.