酒店品牌設(shè)計(jì)-2021年重要酒店品牌設(shè)計(jì)概念4P理論 

        2021年,杰羅姆·麥卡錫提出了著名的酒店品牌設(shè)計(jì)4P組合,即產(chǎn)品( Product)、價(jià)格(Pice)、地點(diǎn)( Place)和促銷(xiāo)( Promotion)的營(yíng)銷(xiāo)組合,這是營(yíng)銷(xiāo)組合模式化的開(kāi)始。他曾在西北大學(xué)學(xué)習(xí)營(yíng)銷(xiāo)學(xué),他的導(dǎo)師理查德·克萊維特教授把酒店品牌營(yíng)銷(xiāo)要素分為產(chǎn)品、價(jià)格、促銷(xiāo)和渠道。麥卡錫顯然為我們提供了一個(gè)有助于記憶酒店品牌設(shè)計(jì)營(yíng)銷(xiāo)組合主要工具的簡(jiǎn)便方法。隨后學(xué)術(shù)界又相繼提出了其他一些P,包括“人”( People,多用于服務(wù)營(yíng)銷(xiāo)里的人中),“包裝”( Packaging多用于消費(fèi)品的包裝)“報(bào)酬”( Payoffs,多用于世界上某些部分的業(yè)務(wù)活動(dòng)),零賣(mài)( Peddling,亦稱(chēng)人員推銷(xiāo),它往往依賴(lài)于大量的促銷(xiāo)手段)等等。而菲利普·科特勒教授則提出了政治( Politics)和公共關(guān)系( Public Relations)兩個(gè)P。最近他又提出了酒店品牌戰(zhàn)略營(yíng)銷(xiāo)計(jì)劃過(guò)程必須先于戰(zhàn)術(shù)性營(yíng)銷(xiāo)組合的制訂。酒店品牌戰(zhàn)略營(yíng)銷(xiāo)計(jì)劃過(guò)程也是一個(gè)4P過(guò)程:研究( Probing)、劃分( Partitioning(即細(xì)分 Segmentation)、優(yōu)先( Prioritizing)(即目標(biāo)選定targeting)、定位( Positioning)。只有在搞好戰(zhàn)略營(yíng)銷(xiāo)計(jì)劃過(guò)程的基礎(chǔ)上,戰(zhàn)術(shù)性營(yíng)銷(xiāo)組合的制訂才能順利進(jìn)行。

        2021年,西奧多·雷維特發(fā)表了著名的《營(yíng)銷(xiāo)近視癥》( Marketing Myopia)。他指出,有些行業(yè)在困難期間衰退的原因在于它們所重視的是“產(chǎn)品”,而不是“顧客需要”。任何產(chǎn)品都只是滿足一個(gè)持久需要的現(xiàn)有手段。一旦有更好的產(chǎn)品出現(xiàn),便會(huì)取代現(xiàn)有產(chǎn)品。計(jì)算尺酒店品牌公司在今天可謂明日黃花,他們到何處去了呢?進(jìn)入手持計(jì)算器行業(yè)是否更好些?1963年,威廉·榮澤引起人們注意“生活方式”這個(gè)令人著迷的概念,這一概念曾為某些社會(huì)學(xué)家所用。

        各種生活方式比社會(huì)階層更為生動(dòng)地向我們揭示了人們的消費(fèi)方式。看到一對(duì)衣著漂亮入時(shí)的“雅皮土”夫婦,我們也許就能猜出他們喜歡吃些什么,喝些什么和穿些什么。我們?cè)絹?lái)越多地按照某一特定生活方式生活的群體的需要來(lái)設(shè)計(jì)產(chǎn)品。2021年,約翰·霍華德和杰迪什·謝斯提出了精湛的“買(mǎi)方行為理論”。約翰打算為他們合寫(xiě)的書(shū)取名《買(mǎi)方行為通論》,而杰迪什則想采用《買(mǎi)方行為初探》的標(biāo)題,最后他們達(dá)成了協(xié)議,標(biāo)題定為《買(mǎi)方行為理論》。后來(lái)當(dāng)他們?cè)?969年將此文擴(kuò)寫(xiě)為一本書(shū),書(shū)名就定為《買(mǎi)方行為理論》最后是西德尼·萊維和菲利普·科特勒在1969年提出了“擴(kuò)大的酒店品牌設(shè)計(jì)營(yíng)銷(xiāo)概念”。他們認(rèn)為,營(yíng)銷(xiāo)學(xué)不僅適用于產(chǎn)品和服務(wù),也適用于組織、人、地方和意識(shí)形態(tài)。所有的組織,不管它們是否進(jìn)行貨幣交易,不管它們干得好或壞,事實(shí)上都在搞酒店設(shè)計(jì)營(yíng)銷(xiāo)。

        Hotel Brand Design-4P Theory of Important Hotel Brand Design Concepts in 2021

        In 2021, Jerome McCarthy proposed the famous 4P combination of hotel brand design, namely product (Product), price (Pice), location (Place) and promotion (Promotion) marketing combination, this is the beginning of the marketing combination modelling . He studied marketing at Northwestern University, and his tutor, Professor Richard Clewett, divided the hotel brand marketing elements into products, prices, promotions and channels. McCarthy clearly provided us with an easy way to remember the main tools of the hotel brand design marketing mix. Subsequently, academia has proposed some other Ps, including "People" (mostly used in service marketing), "Packaging" (Packaging is mostly used for packaging of consumer goods) and "Payoffs" (mostly used in certain parts of the world). Some part of the business activities), retail (Peddling, also known as personnel sales, it often relies on a large number of promotional methods) and so on. And Professor Philip Kotler proposed two Ps, Politics and Public Relations. He recently proposed that the strategic marketing planning process must precede the formulation of a tactical marketing mix. The strategic marketing plan process is also a 4P process: research (Probing), division (Partitioning (i.e. segmentation), priority (Prioritizing) (i.e. target selection), positioning (Positioning). Only in the process of strategic marketing planning On the basis, the formulation of tactical marketing mix can proceed smoothly.

        In 2021, Theodore Levitt published the famous "Marketing Myopia" (Marketing Myopia). He pointed out that the reason for the decline of some industries during the difficult period is that they value "products" rather than "customer needs." Any product is just an existing means to meet a lasting need. Once a better product appears, it will replace the existing product. Slide rule companies can be described as tomorrow's yellow flowers today. Where have they gone? Is it better to enter the handheld calculator industry? In 1963, William Rongze attracted attention to the fascinating concept of "lifestyle". Used by some sociologists.

        Various lifestyles reveal to us people's consumption patterns more vividly than social classes. Seeing a pair of "Yapito" couples dressed in fashion, we may be able to guess what they like to eat, drink and wear. We are increasingly designing products in accordance with the needs of a certain lifestyle group. In 2021, John Howard and Jedish Shees put forward a superb "buyer behavior theory". John intends to name the book they co-wrote "General Theory of Buyer Behavior", while Jedish wanted to adopt the title of "A Preliminary Study of Buyer Behavior". Finally, they reached an agreement and set the title as "The Theory of Buyer Behavior". Later, when they expanded this article into a book in 1969, the title of the book was named "Buyer Behavior Theory". Finally, Sidney Levy and Philip Kotler proposed "Expanded Hotel Brand Design" in 1969. Marketing concept". They believe that marketing is not only applicable to products and services, but also to organizations, people, places and ideologies. All organizations, regardless of whether they conduct currency transactions, whether they do well or badly, are in fact engaged in hotel design and marketing.