酒店服务营销详解.ppt

酒店服务营销 contents 课程内容体系 Part 1 Product Concept holds that consumers prefer existing products management should focus on developing good versions of these products Product Concept holds that consumers prefer existing products management should focus on developing good versions of these products misses the point that consumers are trying to satisfy needs and might turn to different products to better satisfy those needs. E.g. using motels instead of hotels or fast foods outlets, instead of restaurants. Satisfaction Customer satisfaction ? depends on a product’s perceived performance in delivering value relative to a buyer’s expectations. If performance meets expectations, customer is satisfied, if it exceeds, customer will be delighted/ highly satisfied. ( Customer expectations are based on past buying experience , the opinion of friends and the market information .) Do …… Performance expectation outcome 2、服务的特征 Implications of Intangibility Services cannot be inventoried Services cannot be patented Services cannot be readily displayed or communicated Pricing is difficult Strategies for intangibility provide tangible evidence symbolic cues (i.e. uniforms, logos) tangible cues (i.e. membership cards, ticket, certificates) reduce risk emphasise reputation and qualifications service guarantees inform and educate customers 由无形性所引起的营销问题： （1）缺乏存储的能力 （2）缺乏专利的保护 （3）展示或传达服务中的困难性 （4）服务定价的困难性 对无形性问题的可能解决办法： （1）使用有形的暗示 （2）使用人员信息源 （3）创造强有力的组织形象 易损失性（易逝性） 由于服务的无形性和不可分离性，使得服务不可能象有形产品一样贮存起来，以备未来销售。 与商品可以库存并在以后的某一天销售不同，原来可以使用的服务，如果不卖掉也就不再存在了。 服务不能退货或转售 服务的供应和需求难以同步进行 对易损失性问题的可能解决办法 （1）需求策略：创造性定价 （2）需求策略：预订系统 （3）需求战略：开发补充性的服务 （4）需求战略：开发非高峰期的需求 （5）供应战略：使用兼职员工 （6）供应战略：能力共享 （7）供应战略：对扩展的事先准备 （8）供应战略：利用第三方 （9）供应战略：增加顾客的参与 Implications of Heterogeneity Service delivery and customer satisfaction depend on employee actions Service quality depends on many uncontrollable factors There is no sure knowledge that the service delivere