2021年重要酒店品牌設計概念4P理論

        酒店品牌設計-2021年重要酒店品牌設計概念4P理論 

        2021年,杰羅姆·麥卡錫提出了著名的酒店品牌設計4P組合,即產品( Product)、價格(Pice)、地點( Place)和促銷( Promotion)的營銷組合,這是營銷組合模式化的開始。他曾在西北大學學習營銷學,他的導師理查德·克萊維特教授把酒店品牌營銷要素分為產品、價格、促銷和渠道。麥卡錫顯然為我們提供了一個有助于記憶酒店品牌設計營銷組合主要工具的簡便方法。隨后學術界又相繼提出了其他一些P,包括“人”( People,多用于服務營銷里的人中),“包裝”( Packaging多用于消費品的包裝)“報酬”( Payoffs,多用于世界上某些部分的業務活動),零賣( Peddling,亦稱人員推銷,它往往依賴于大量的促銷手段)等等。而菲利普·科特勒教授則提出了政治( Politics)和公共關系( Public Relations)兩個P。最近他又提出了酒店品牌戰略營銷計劃過程必須先于戰術性營銷組合的制訂。酒店品牌戰略營銷計劃過程也是一個4P過程:研究( Probing)、劃分( Partitioning(即細分 Segmentation)、優先( Prioritizing)(即目標選定targeting)、定位( Positioning)。只有在搞好戰略營銷計劃過程的基礎上,戰術性營銷組合的制訂才能順利進行。

        2021年,西奧多·雷維特發表了著名的《營銷近視癥》( Marketing Myopia)。他指出,有些行業在困難期間衰退的原因在于它們所重視的是“產品”,而不是“顧客需要”。任何產品都只是滿足一個持久需要的現有手段。一旦有更好的產品出現,便會取代現有產品。計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?進入手持計算器行業是否更好些?1963年,威廉·榮澤引起人們注意“生活方式”這個令人著迷的概念,這一概念曾為某些社會學家所用。

        各種生活方式比社會階層更為生動地向我們揭示了人們的消費方式?？吹揭粚σ轮寥霑r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。我們越來越多地按照某一特定生活方式生活的群體的需要來設計產品。2021年,約翰·霍華德和杰迪什·謝斯提出了精湛的“買方行為理論”。約翰打算為他們合寫的書取名《買方行為通論》,而杰迪什則想采用《買方行為初探》的標題,最后他們達成了協議,標題定為《買方行為理論》。后來當他們在1969年將此文擴寫為一本書,書名就定為《買方行為理論》最后是西德尼·萊維和菲利普·科特勒在1969年提出了“擴大的酒店品牌設計營銷概念”。他們認為,營銷學不僅適用于產品和服務,也適用于組織、人、地方和意識形態。所有的組織,不管它們是否進行貨幣交易,不管它們干得好或壞,事實上都在搞酒店設計營銷。

        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.