酒店市場營銷年終工作總結

酒店市場營銷年終工作總結

(one)thesummaryofintegralenvironmentcurrentsituationofthisyearmarket:Sizeof⒈industrymarketchangesareaofsoupabdicatelakeopenedsunshinecoastnewlytogovacationingagainthisyearvillageandWotehaosiarevillaticgroup,liedragonmountainvilla.Thismakesthewholeofareaoflakeofwholesoupabdicaterecievesabilitytostrengthenmany,atthesametimeeachothercompetitionalsowasstrengthened.⒉brandspendsthetrendthatreachsperipheryofconferenceofcompetitivestateurbandistricttochangetobebeingformedcentrally,courseofstudyhaswithformingtheareaofdimensions:Oftheavalokitesvaraislandoffeelingofpooloflilymagnoliaday,filialpiety,CaiDiangovacationingtheShangChiofdirectionoftheShangXunlakeofthephoenixmountainvillaofthelittoralcityofmouthofvillage,Dun,EZhou,JiangXia,XianNing.Amongthemthebrandadvantageofriversummerareaiscenteredincroplandofcarryonone’sshoulderbetweenmeetingplaceanddreamseasonlake.Lyingofheartlandwehaveadvantagedadvantageongeography,willbecarriedonhenceforthandaggrandizement,belike:AdddowaittotheroadsideadvertisementbeforeguesthousedoorfromMacaomountainvilla.Noteinferiorpositionofnoisyofroadsideguesthouseenvironmentonthesaleatthesametime,adjustsalestrategyatanytime.Shareof⒊competitionmarketrankschangefromyearmarketcompetitionportionranksthe4th(therankisordinalfor:Mountainvillaoflakeofdreamseasonlake,croplandofcarryonone’sshoulder,soupgrandson,guesthouse)risetothe3rd.Ofwholefamousdegreealsorelativelyonyearhavesubstantiallyincrease.Atthesametimefixedpassengersourceincreasestomany;Changeof⒋channelmodeandcharacteristicyearthesaleisgivenprioritytowithsinglemainbody,themodeofthesaleisonefold.Webuiltbusinesstoclassifywholetobesoldcontinuouslythisyear,travelagentandconferencecompanycomponentaresold,themultiplesalemodethatnetworkinterconnectedsystemmakeswork.Changeof⒌terminalvoiceandcharacteristicyearhotelsaleisalevel,namelythemarketandsalearefinishedtogether,dothemarketdoesnothavedeparturewiththesalethatfinish.Thisyear,wealreadypartedtwojobsontheconcept,andtheimplantationofproceedmarket:(thisfreearchivesisyoumeticulouslytoarrangebyofnetofChineseeducationnaturalresources)weestablisheffectiveclientrecordthisyear,amongthementerpriseorbusinessunitdoor,specialdinnerclient,centsellsunitdoor.Thesaleterminalconfigurationthisyearformsfunnelmodel(namely:Themarketdevelopspassengersource,saleextensivelytodogoodservicetoputinamouth‘scharge),andtosociallysaledoubletrackmakesdirectionalprogress.Changeof⒍consumerdemandoffershousingservice,mealservice,entertainmentservicetoalreadycannotsatisfyconferencemarketdemandfortheguestmerely.Thechangeofdemandofthepersonthatbegintoaskforoffsettoexpendthisyearwearegroupclientcentgroupofgeneralbusinessaffairsandspecialtourismgroup.Havethedevelopmentthatsolicitspairofsexestravelpermitofcircumjacenttravelline.Maincompetitorsells⒎marketthisyearexpressional“tellsthosebosomfriend,100battledonotdanger”thiswordchurchourverymuchthing.Seektheoutstandingsalepatternofsurveyor’spoleenterprise,thedifferencethatdigsoneselfandsurveyor’spoleenterpriseandinadequacyalsoareusthemainjobthisyear.Inthesalejobofannual,thechaininformationofdreamseasonlakemanages,ofcroplandofthesaleofnetofhumanrelationsinsocietythathasaffinityextremely,multiplesaleofmountainvillaofsoupgrandsonlake,carryonone’sshoulderdecideadepthclientmanagementtowait,beworthusstudyanddrawlessonsfrom.(2)branchof⒈ofofsummaryofworkofthisyeardepartmentisbuiltsectionalstaffisenoughfirsthalfoftheyear,marketsystemiswhole.SecondFM201*|PES201*|FIFAhalfoftheyearisundermanned,marketsysteminvalidation.⒉departmentstafffostersmarketdepartmenttohavepersonnelname.Throughtheburnishoflargehalfanyear,theymastermarketsalebasicallyalreadytorun.Butbusinesstechnicalabilityandprofessionalspiritrespectstillneedtostrengthen.Asaresultofsectionalstafflittle,taskisweighed,reasonmajorskillgroomsinsufficient.Of⒊andotherdepartmentcooperatewithandhotelisotherofthebranchcooperatetohadbeencompared,inpoolthewisdomandeffortsofeveryonetherespectstillshouldbestrengthened.(3)carryof“ofofplanofnewyearjobpreparesYuWeitotentin,decidetheissueofthebattleisbesidesathousandli”.JobofnewyearsaleplansIfeelambitioustonelookforajobisprior,thesystemspendsintegralsalejobintheroundtoundertakedeployofpoliticsexprogramforguesthouseNewYear.Butweunderstandyearsalejobplansevenisnotmarketingplan,thetrainofthoughtofpoliticsexjobthatjustisbasedonyeartoanalysesummary,specificanddetailedmarketingplanstillneedstodecomposeaquarterormonthlyismade,onlysuchabilityhaverealsense.⒈targetdirectstheprotocolofsaletargetisthekeythatsaleofthecomingyearworks.Inprogramofworkofnewyearsale,whatshoulddoaboveallis,targetofconstructionofthesaleobjectivewithoverallannual,chargetarget,profittarget,channeldevelopmenttarget,terminal,personnelconfigurestheprotocolofthetarget,amongthem:Saletargetisallages,chargetargetisallages,channeldevelopmenttargetisyear,terminalconstructiontargetisanindividualyear,personnelconfigureshumanness.Thenewproductthat⒉productplanstoanalyseaccordingtoconsumerdemanddevelopsplan,producttoreformtheplanhas:Kindsaugmentguesthouseproductisold,becomenotpopularadvocatehitaproducttobedeputybelongtoaproduct(ifcovertheambassador,change4worlds,offeragrouptoWugroupisconsumedandcanenhancedailysale),matchethicalculturevillageandguesthouse,matchclubofteachingandadministrativestaffandguesthouse,waitfortravelcircuitryandguesthousecollocation.⒊brandpopularizesmarketimagepromotiontoplantohave:“forumofheightofsaleofhotelofcollegerearservices“brandoflakeofcongress,ShangXunextendsaplan“bolusofrenownsectionname“.⒋groupsupportiscarriedoutsuccessfulandefficientlytoensuresaleofthecomingyeartowork,guesthousestillneedstocomethroughpracticinghard”of“exercisetobenefittheinternalorgansflowofaggrandizementkeywork,crucialsystemwillfosteranorganizationtoimplementpower,withbetterdevelopmentclient,reservationclient!

FM201*|PES201*|FIFA

擴展閱讀：酒店市場部營銷年度工作總結

酒店市場部營銷年度工作總結

提筆寫總結，就預示一年的時間業(yè)已過去。回想04年的總結中的種種計劃打算，感想良多！歸納總結

(一)本年度市場的整體環(huán)境現(xiàn)狀總結：1、行業(yè)市場容量變化

今年湯遜湖地區(qū)又新開了陽光海岸度假村及沃特豪斯別墅群、臥龍山莊。這使得整個湯遜湖地區(qū)的整體接待能力加強不少，同時彼此的競爭也加強了。2、品牌集中度及競爭態(tài)勢

市區(qū)會議周邊化的趨勢正在形成，業(yè)以形成規(guī)模的地區(qū)有：黃陂的×××天池、孝感的觀音島、蔡甸的度假村、沌口的海濱城、鄂州的鳳凰山莊、江夏的湯遜湖、咸寧方向的湯池溫泉等。其中江夏地區(qū)的品牌優(yōu)勢就集中在荷田會所與夢天湖之間。正處在中心地帶的我們在地理上有得天獨厚的優(yōu)勢，今后要發(fā)揚并強化，如：加做從澳門山莊到賓館門前的路邊廣告等。同時在銷售上注意路邊賓館環(huán)境吵雜的劣勢，隨時調整銷售策略。3、競爭市場份額排名變化

從04年的市場競爭份額排名第四(排名依次為：夢天湖、荷田、湯孫湖山莊、賓館)上升到第三。整體的知名度也較上年有大幅度的增加。同時固定客源增加到3xxxx個；

4、渠道模式變化及特點04年的銷售以單個的主體為主，銷售的模式單一。今年我們建立了業(yè)務分類整體直銷、旅行社及會議公司分銷、網(wǎng)絡統(tǒng)售的多重銷售模式。網(wǎng)-5、終端型態(tài)變化及特點

04年的賓館銷售是水平的，即市場與銷售一起完成，做市場與完成銷售沒有分開。今年，我們已將兩項工作在概念上分開，并著手進行市場的培植：今年我們建立有效客戶檔案120xxxx，其中企事業(yè)單位80xxxx，特殊宴會客戶18xxxx，分銷單位20xxxx。今年的銷售終端形態(tài)形成漏斗型(即：市場廣泛開拓客源、銷售做好服務歸口)，并向社會上的銷售雙軌制方向發(fā)展。6、消費者需求變化

僅僅為客人提供住房服務、餐飲服務、娛樂服務已不能滿足會議市場需求。今年開始征對消費者需求的變化我們將團隊客戶分為一般商務團隊與特殊旅游團隊。有征對性的開發(fā)周邊旅游線路2條。7、市場主要競爭對手今年銷售表現(xiàn)

“知彼知己，百戰(zhàn)不殆”這句話教會了我們很多的東西。尋找標桿企業(yè)的優(yōu)秀營銷模式，挖掘自身與標桿企業(yè)的差距和不足也是我們今年的主要工作。在全年的銷售工作中，夢天湖的連鎖信息管理，極具親和力的社會關系網(wǎng)銷售、湯孫湖山莊的多重銷售、荷田的定項縱深客戶管理等，都值得我們學習與借鑒。

(二)本年度部門工作總結1、部門建設

上半年部門人員充足，市場體系完整。下半年人員不足，市場體系失效。2、部門人員培養(yǎng)

市場部現(xiàn)有人員xxxx。經(jīng)過大半年的打磨，他們已基本掌握市場銷售運作。但業(yè)務技能及專業(yè)精神方面仍需加強。由于部門人員少、任務重，故專業(yè)技能培訓不夠。3、與其他部門的配合

與并賓館其他部門的配合比較好，在群策群力方面還應加強。(三)新年度工作計劃

“運籌于帷幄之中，決勝在千里之外”。新年度營銷工作規(guī)劃我覺得要強調謀事在先，系統(tǒng)全面地為賓館新年度整體營銷工作進行策略性規(guī)劃部署。但是我們還要明白年度營銷工作規(guī)劃并不是行銷計劃，只是基于年度分析總結的策略性工作思路，具體詳細的行銷計劃還需要分解到季度或月度來制定，只有這樣才具有現(xiàn)實意義。1、目標導向

營銷目標的擬定是來年營銷工作的關鍵。在新年度營銷工作規(guī)劃中，首先要做的就是，全年總體的銷售目標、費用目標、利潤目標、渠道開發(fā)目標、終端建設目標、人員配置目標的擬定，其中：銷售目標為12xxxx/年，費用目標為1.xxxx/年，渠道開發(fā)目標為4條/年，終端建設目標為5xxxx/人/年，人員配置為xxxx。2、產(chǎn)品規(guī)劃

根據(jù)消費者需求分析的新產(chǎn)品開發(fā)計劃、產(chǎn)品改良計劃有：擴充賓館產(chǎn)品大類，變不暢銷主打產(chǎn)品為副屬產(chǎn)品(如將大使套變四人間，提供團隊會務組消費并加強日常銷售)、將民族文化村與賓館搭配、將教工俱樂部與賓館搭配、將旅游線路與賓館搭配等。3、品牌推廣

市場形象推廣計劃有：《高校后勤賓館銷售高峰論壇》大會、湯遜湖品牌推廣策劃《名節(jié)名丸》。4、團隊支持

為了保障來年營銷工作順利高效地實施，

賓館還需要通過苦練“內功”來強化關鍵工作流程、關鍵制度來培養(yǎng)組織執(zhí)行力，以更好的發(fā)展客戶、保留客戶！

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