飯店營銷誤區與對策分析（三）
2、市場定位是(shi)飯店(dian)營(ying)銷的(de)必要前提
飯(fan)(fan)(fan)店(dian)(dian)的(de)(de)(de)(de)(de)(de)經(jing)營(ying)(ying)(ying)(ying)(ying)取(qu)決于市(shi)(shi)場(chang)(chang)經(jing)營(ying)(ying)(ying)(ying)(ying)的(de)(de)(de)(de)(de)(de)開(kai)拓，而(er)經(jing)營(ying)(ying)(ying)(ying)(ying)市(shi)(shi)場(chang)(chang)的(de)(de)(de)(de)(de)(de)開(kai)拓取(qu)決于飯(fan)(fan)(fan)店(dian)(dian)的(de)(de)(de)(de)(de)(de)市(shi)(shi)場(chang)(chang)定(ding)(ding)(ding)位(wei)。一(yi)個飯(fan)(fan)(fan)店(dian)(dian)在經(jing)營(ying)(ying)(ying)(ying)(ying)策劃中(zhong)應(ying)將(jiang)市(shi)(shi)場(chang)(chang)定(ding)(ding)(ding)位(wei)作(zuo)為(wei)出發(fa)點(dian)(dian)(dian)。飯(fan)(fan)(fan)店(dian)(dian)經(jing)營(ying)(ying)(ying)(ying)(ying)中(zhong)最忌諱的(de)(de)(de)(de)(de)(de)一(yi)點(dian)(dian)(dian)就是(shi)(shi)將(jiang)所(suo)有的(de)(de)(de)(de)(de)(de)客(ke)(ke)(ke)(ke)人(ren)(ren)都作(zuo)為(wei)飯(fan)(fan)(fan)店(dian)(dian)的(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷重(zhong)(zhong)點(dian)(dian)(dian)。從哲學的(de)(de)(de)(de)(de)(de)角度(du)來說，世界上的(de)(de)(de)(de)(de)(de)萬事萬物都存在重(zhong)(zhong)要與(yu)(yu)(yu)非重(zhong)(zhong)要兩個部份。所(suo)以飯(fan)(fan)(fan)店(dian)(dian)的(de)(de)(de)(de)(de)(de)市(shi)(shi)場(chang)(chang)營(ying)(ying)(ying)(ying)(ying)銷也(ye)(ye)要求是(shi)(shi)抓好(hao)重(zhong)(zhong)點(dian)(dian)(dian)客(ke)(ke)(ke)(ke)戶，帶動一(yi)般客(ke)(ke)(ke)(ke)戶。這個重(zhong)(zhong)點(dian)(dian)(dian)客(ke)(ke)(ke)(ke)戶也(ye)(ye)就是(shi)(shi)飯(fan)(fan)(fan)店(dian)(dian)市(shi)(shi)場(chang)(chang)定(ding)(ding)(ding)位(wei)的(de)(de)(de)(de)(de)(de)主(zhu)要對(dui)象。如果一(yi)個飯(fan)(fan)(fan)店(dian)(dian)在其經(jing)營(ying)(ying)(ying)(ying)(ying)過(guo)(guo)程中(zhong)，通(tong)過(guo)(guo)分(fen)析客(ke)(ke)(ke)(ke)源(yuan)市(shi)(shi)場(chang)(chang)以及(ji)飯(fan)(fan)(fan)店(dian)(dian)所(suo)處的(de)(de)(de)(de)(de)(de)地(di)理(li)環(huan)境，將(jiang)飯(fan)(fan)(fan)店(dian)(dian)確定(ding)(ding)(ding)為(wei)商(shang)務(wu)(wu)型(xing)飯(fan)(fan)(fan)店(dian)(dian)，則其市(shi)(shi)場(chang)(chang)定(ding)(ding)(ding)位(wei)應(ying)是(shi)(shi)以出差到本(ben)地(di)的(de)(de)(de)(de)(de)(de)商(shang)務(wu)(wu)客(ke)(ke)(ke)(ke)人(ren)(ren)與(yu)(yu)(yu)本(ben)地(di)的(de)(de)(de)(de)(de)(de)商(shang)務(wu)(wu)客(ke)(ke)(ke)(ke)人(ren)(ren)為(wei)飯(fan)(fan)(fan)店(dian)(dian)客(ke)(ke)(ke)(ke)源(yuan)主(zhu)體，也(ye)(ye)可輔以會議與(yu)(yu)(yu)旅行(xing)團隊為(wei)補充。根據市(shi)(shi)場(chang)(chang)定(ding)(ding)(ding)位(wei)，飯(fan)(fan)(fan)店(dian)(dian)應(ying)能(neng)夠提供配(pei)置了電腦與(yu)(yu)(yu)傳(chuan)真(zhen)的(de)(de)(de)(de)(de)(de)商(shang)務(wu)(wu)客(ke)(ke)(ke)(ke)房，完善(shan)商(shang)務(wu)(wu)客(ke)(ke)(ke)(ke)人(ren)(ren)休閑健身等(deng)各種設施，能(neng)夠保證(zheng)商(shang)務(wu)(wu)客(ke)(ke)(ke)(ke)人(ren)(ren)的(de)(de)(de)(de)(de)(de)飛機、火車、汽車等(deng)交通(tong)工具的(de)(de)(de)(de)(de)(de)及(ji)時提供。飯(fan)(fan)(fan)店(dian)(dian)營(ying)(ying)(ying)(ying)(ying)銷人(ren)(ren)員要能(neng)夠及(ji)時與(yu)(yu)(yu)客(ke)(ke)(ke)(ke)人(ren)(ren)進行(xing)有效的(de)(de)(de)(de)(de)(de)溝通(tong)與(yu)(yu)(yu)交流，從而(er)實現重(zhong)(zhong)點(dian)(dian)(dian)客(ke)(ke)(ke)(ke)戶重(zhong)(zhong)點(dian)(dian)(dian)服務(wu)(wu)保證(zheng)，并通(tong)過(guo)(guo)客(ke)(ke)(ke)(ke)戶之間的(de)(de)(de)(de)(de)(de)口碑宣傳(chuan)，使(shi)飯(fan)(fan)(fan)店(dian)(dian)的(de)(de)(de)(de)(de)(de)良好(hao)形象波(bo)及(ji)更加(jia)寬(kuan)廣(guang)的(de)(de)(de)(de)(de)(de)領域(yu)，從而(er)使(shi)飯(fan)(fan)(fan)店(dian)(dian)贏得(de)更加(jia)穩(wen)定(ding)(ding)(ding)的(de)(de)(de)(de)(de)(de)客(ke)(ke)(ke)(ke)源(yuan)市(shi)(shi)場(chang)(chang)。
3、以(yi)人(ren)為本是飯店營銷的主要(yao)動力
飯(fan)(fan)(fan)店(dian)(dian)的(de)(de)(de)(de)(de)市(shi)(shi)場(chang)營(ying)銷(xiao)首先要(yao)抓好(hao)營(ying)銷(xiao)人員的(de)(de)(de)(de)(de)素質培養教育，只(zhi)有使(shi)(shi)(shi)他們(men)熱(re)愛飯(fan)(fan)(fan)店(dian)(dian)，才能使(shi)(shi)(shi)他們(men)在(zai)(zai)(zai)(zai)市(shi)(shi)場(chang)營(ying)銷(xiao)中(zhong)(zhong)將(jiang)(jiang)這種(zhong)感情傳(chuan)遞(di)給客(ke)戶(hu)(hu)，從而(er)(er)(er)使(shi)(shi)(shi)客(ke)戶(hu)(hu)了解飯(fan)(fan)(fan)店(dian)(dian)，誠信(xin)于飯(fan)(fan)(fan)店(dian)(dian)。怎(zen)樣才能使(shi)(shi)(shi)“以人為本(ben)”成(cheng)為飯(fan)(fan)(fan)店(dian)(dian)市(shi)(shi)場(chang)營(ying)銷(xiao)的(de)(de)(de)(de)(de)主要(yao)動力呢？我們(men)不妨在(zai)(zai)(zai)(zai)飯(fan)(fan)(fan)店(dian)(dian)經(jing)(jing)營(ying)管(guan)理(li)的(de)(de)(de)(de)(de)運作中(zhong)(zhong)發(fa)揮(hui)“磁場(chang)效(xiao)(xiao)應(ying)”。所謂磁場(chang)效(xiao)(xiao)應(ying)，就是飯(fan)(fan)(fan)店(dian)(dian)總(zong)經(jing)(jing)理(li)在(zai)(zai)(zai)(zai)自己(ji)的(de)(de)(de)(de)(de)工作中(zhong)(zhong)產(chan)生一(yi)個(ge)磁場(chang)，將(jiang)(jiang)飯(fan)(fan)(fan)店(dian)(dian)各管(guan)理(li)層吸聚(ju)在(zai)(zai)(zai)(zai)他們(men)的(de)(de)(de)(de)(de)周圍而(er)(er)(er)努力工作。飯(fan)(fan)(fan)店(dian)(dian)的(de)(de)(de)(de)(de)員工也(ye)要(yao)在(zai)(zai)(zai)(zai)自己(ji)的(de)(de)(de)(de)(de)對客(ke)服(fu)務工作中(zhong)(zhong)產(chan)生一(yi)個(ge)磁場(chang)，將(jiang)(jiang)所有光(guang)臨飯(fan)(fan)(fan)店(dian)(dian)的(de)(de)(de)(de)(de)顧客(ke)吸聚(ju)在(zai)(zai)(zai)(zai)長期的(de)(de)(de)(de)(de)滿意消費中(zhong)(zhong)。通過這種(zhong)磁場(chang)效(xiao)(xiao)應(ying)，長期穩(wen)定一(yi)批飯(fan)(fan)(fan)店(dian)(dian)的(de)(de)(de)(de)(de)管(guan)理(li)精(jing)英，長期穩(wen)定一(yi)個(ge)誠信(xin)的(de)(de)(de)(de)(de)市(shi)(shi)場(chang)，從而(er)(er)(er)達到提高經(jing)(jing)濟效(xiao)(xiao)益與社會(hui)(hui)效(xiao)(xiao)益的(de)(de)(de)(de)(de)永久性效(xiao)(xiao)應(ying)。在(zai)(zai)(zai)(zai)現(xian)實(shi)的(de)(de)(de)(de)(de)運作中(zhong)(zhong)，有一(yi)個(ge)叫ZD的(de)(de)(de)(de)(de)飯(fan)(fan)(fan)店(dian)(dian)，其(qi)“磁場(chang)效(xiao)(xiao)應(ying)”是發(fa)揮(hui)得比較(jiao)成(cheng)功的(de)(de)(de)(de)(de)。當其(qi)它飯(fan)(fan)(fan)店(dian)(dian)在(zai)(zai)(zai)(zai)降價(jia)(jia)(jia)競爭的(de)(de)(de)(de)(de)時(shi)候，他們(men)堅持(chi)抓個(ge)性服(fu)務、特色服(fu)務與超值服(fu)務，抓營(ying)銷(xiao)人員的(de)(de)(de)(de)(de)四面出擊(ji)，宣傳(chuan)飯(fan)(fan)(fan)店(dian)(dian)形象(xiang)，實(shi)施誠信(xin)的(de)(de)(de)(de)(de)客(ke)戶(hu)(hu)交流。正是這種(zhong)磁場(chang)效(xiao)(xiao)應(ying)的(de)(de)(de)(de)(de)作用，在(zai)(zai)(zai)(zai)其(qi)它飯(fan)(fan)(fan)店(dian)(dian)大打(da)價(jia)(jia)(jia)格(ge)(ge)戰(zhan)時(shi)，該飯(fan)(fan)(fan)店(dian)(dian)價(jia)(jia)(jia)格(ge)(ge)反而(er)(er)(er)調(diao)升(sheng)。而(er)(er)(er)價(jia)(jia)(jia)格(ge)(ge)的(de)(de)(de)(de)(de)調(diao)升(sheng)不僅沒有使(shi)(shi)(shi)飯(fan)(fan)(fan)店(dian)(dian)客(ke)戶(hu)(hu)減少(shao)，而(er)(er)(er)且使(shi)(shi)(shi)飯(fan)(fan)(fan)店(dian)(dian)的(de)(de)(de)(de)(de)品牌在(zai)(zai)(zai)(zai)社會(hui)(hui)影響(xiang)中(zhong)(zhong)得到了提升(sheng)。
4、加(jia)強橫向聯(lian)合是飯店營銷的有效舉措
飯店(dian)在市(shi)場(chang)(chang)經(jing)(jing)濟的(de)(de)博(bo)擊(ji)中，就(jiu)(jiu)必(bi)然接受市(shi)場(chang)(chang)經(jing)(jing)濟的(de)(de)洗刷(shua)與(yu)(yu)沖擊(ji)。在這種特定的(de)(de)形勢下，作(zuo)為飯店(dian)的(de)(de)經(jing)(jing)營者就(jiu)(jiu)必(bi)須徹底(di)摒棄(qi)那(nei)種“同(tong)行就(jiu)(jiu)是(shi)(shi)冤(yuan)家”的(de)(de)封建思想。那(nei)種固步(bu)自封、因(yin)循守(shou)舊、封閉(bi)自我(wo)的(de)(de)經(jing)(jing)營者都(dou)將(jiang)被(bei)市(shi)場(chang)(chang)經(jing)(jing)濟的(de)(de)洪流所淘(tao)汰。飯店(dian)只有形成橫向(xiang)(xiang)聯(lian)合(he)的(de)(de)經(jing)(jing)營態勢，才能通(tong)(tong)過相(xiang)(xiang)互(hu)(hu)(hu)間(jian)的(de)(de)工作(zuo)交流與(yu)(yu)相(xiang)(xiang)互(hu)(hu)(hu)學習而(er)取(qu)長補(bu)短，通(tong)(tong)過信(xin)息共(gong)享(xiang)的(de)(de)方式抵(di)制(zhi)一切危害飯店(dian)業經(jing)(jing)營市(shi)場(chang)(chang)拓展的(de)(de)不利(li)因(yin)素而(er)提(ti)高核心競爭(zheng)力，才能使飯店(dian)永遠立(li)于不敗之地(di)。在橫向(xiang)(xiang)聯(lian)合(he)中必(bi)須要(yao)明確(que)的(de)(de)一個觀點，那(nei)就(jiu)(jiu)是(shi)(shi)“飯店(dian)經(jing)(jing)營要(yao)永遠將(jiang)對(dui)方看作(zuo)是(shi)(shi)合(he)作(zuo)伙伴(ban)，而(er)不是(shi)(shi)競爭(zheng)對(dui)手”，可以(yi)多種形式地(di)組織一些諸如飯店(dian)總經(jing)(jing)理工作(zuo)聯(lian)誼(yi)會(hui)、營銷(xiao)人員工作(zuo)交流會(hui)等活動，實現飯店(dian)之間(jian)的(de)(de)相(xiang)(xiang)互(hu)(hu)(hu)交流，相(xiang)(xiang)互(hu)(hu)(hu)學習，共(gong)同(tong)穩定價格，互(hu)(hu)(hu)通(tong)(tong)信(xin)息，市(shi)場(chang)(chang)資源共(gong)享(xiang)，從而(er)有效地(di)提(ti)高飯店(dian)業整體市(shi)場(chang)(chang)競爭(zheng)力。
5、實(shi)行創新營銷是飯(fan)店生存的生命源泉
“你(ni)無(wu)我(wo)有(you)(you)(you)，你(ni)有(you)(you)(you)我(wo)新(xin)(xin)(xin)(xin)，你(ni)新(xin)(xin)(xin)(xin)我(wo)特”應該始(shi)終(zhong)作為飯店(dian)市(shi)場(chang)營銷的(de)(de)理念。飯店(dian)說到底是一(yi)(yi)個(ge)生(sheng)產服務(wu)產品(pin)(pin)的(de)(de)企(qi)業，而(er)服務(wu)產品(pin)(pin)的(de)(de)創(chuang)新(xin)(xin)(xin)(xin)是飯店(dian)賴以持續發(fa)展(zhan)的(de)(de)根本。海(hai)爾公司(si)有(you)(you)(you)這(zhe)樣一(yi)(yi)種市(shi)場(chang)理念：好的(de)(de)公司(si)滿足需(xu)求，偉大的(de)(de)公司(si)創(chuang)新(xin)(xin)(xin)(xin)市(shi)場(chang)。因此，飯店(dian)在不斷(duan)強化(hua)(hua)規范(fan)化(hua)(hua)、標準化(hua)(hua)與程序化(hua)(hua)的(de)(de)基(ji)礎上(shang)，必(bi)須不斷(duan)地(di)探索特色化(hua)(hua)、個(ge)性化(hua)(hua)與超值化(hua)(hua)，創(chuang)造性地(di)穩定重點(dian)客戶，適時地(di)實施“月月有(you)(you)(you)活動，時常有(you)(you)(you)新(xin)(xin)(xin)(xin)品(pin)(pin)”的(de)(de)營銷舉措，開拓經營市(shi)場(chang)，牢固地(di)樹(shu)立“只比服務(wu)，不比價格”的(de)(de)市(shi)場(chang)競爭理念，以提高飯店(dian)品(pin)(pin)牌形象。創(chuang)新(xin)(xin)(xin)(xin)一(yi)(yi)個(ge)新(xin)(xin)(xin)(xin)產品(pin)(pin)，開發(fa)一(yi)(yi)個(ge)新(xin)(xin)(xin)(xin)市(shi)場(chang)比爭奪一(yi)(yi)個(ge)舊市(shi)場(chang)更有(you)(you)(you)利，更富有(you)(you)(you)生(sheng)命力。
