市场细分永不停息——来自万豪酒店的启示（Market segmentation never stops -- Inspiration from Marriott）.doc

市场细分永不停息——来自万豪酒店的启示（Market segmentation never stops -- Inspiration from Marriott） Marriott (Marriott) is one of the hotel giants such as Hilton and Shangri-La. Its headquarters are located in the United states. Now, its business has spread all over the world. The Eight Immortals Crossing the Sea, Gexianshentong, different companies have different ways of success. On the hotel industry, the enterprise in the brand and market segmentation on the Hilton and Shangri-La so that a single Brand Company usually internal quality and service standards are extended to many market segments; and the Marriott tend to use multi brand strategy to meet the needs of different market segments, people (especially Americans) the courtyard Marriott Hotel well-known brand (Courtyard Inn), Portman 1, Marriott overview In the United States, one of the most familiar market segments for many marketing students is the Marriott. The famous hotel has successfully launched a range of brands for different market segments: Fairfield (Gong Ping), Courtyard (courtyard), Marriott (Wan Hao), and Marriott Marquis (Marriott count) and so on. In the early days, Fairfield (fair) is in the service of the sales staff, Courtyard (courtyard) is in the service of the sales manager, Marriott (Marriott) is ready for the business manager, Marriott Marquis (Earl Marriott) is to provide for the senior managers of the company. Later, Marriott further subdivided the market and introduced more Hotel brands. In the market segmentation of this marketing behavior, Marriott can be called super division experts. After the original four brands have become the leading brands in their respective market segments, Marriott has developed some new brands. In the high-end market, Ritz-Carlton (Portman 8226; Carlton) won high praise from the hotel to provide services for high-end customers and highly appreciated; Renaissance (New) as an indirect business and leisure brand and Marriott (Wan Hao) at the same price, but it is facing t