酒店品牌設計公司合作營銷的發展 戰 略

        酒店品牌設計公司合作營銷的發展戰略

        酒店品牌設計公司合作已逐漸成為目前企業國際營銷的基本戰略。隨著產品生命周期的日益縮短,研究與開發合作已逐漸成為目前企業國際營銷的費用的不斷上升,國際貿易保護主義的抬頭,企基本戰略。業與企業之間的合作已涉及到越來越多的產品領域合作營銷的理論淵源可以追溯到1966年,艾德勒(Ader)在《哈佛商業評論》上發表的題為《共生營銷》(SymbioticMaketing)的文章中提出了共生營銷的概念。所謂共生營銷即由兩個或兩個以上的企業聯合開發一個營銷機會。這就是合作營銷理論的雛形。合作營銷的優點合作營銷之所以被大量的企業所采用,關鍵是它能給企業在國際營銷活動中帶來很多意想不到的益處。

        1.鞏固已有的酒店品牌設計市場地位。目前,國際市場的需求細分正向縱深發展,縫隙市場也就變得越來越有利可圖。這無疑對規模龐大、機構臃腫的大企業來說是一種挑戰。面對挑戰,通過合作增加企業對市場的敏感性和適應性是一著妙棋。美國大汽車公司就通過與日本及韓國的企業的合作來提高市場占有率。三大汽車公司分別以定牌生產的方式,購進日本和韓國的小型汽車,在國內市場銷售,以滿足一部分消費者的需求。 

        2.進入新市場。企業要想進入到一個國際新市場,不僅需要巨額的投資,還要遇到很多意想不到的非關稅壁壘的限制。通過與所在國企業的合作就可以開辟出一條進入新市場的捷徑。1990年代初期,韓國的家電產品進人日本市場還是個天方夜譚般的故事,但是今天,由于通過與日本酒店VI設計公司的合作,成批的集裝箱裝載著錄像帶、錄像機、電視機與電冰箱源源不斷地到達日本的港口,送到各個零售商的柜臺。這些產品大部分使用的是日本廠家的牌號,價格都比當地生產的產品要便宜得多,也就容易為苛刻的日本消費者所接受。1990年代末這一過程正在中國重復上演。

        3.酒店設計公司有助于多角化戰略的展開。多角化酒店品牌戰略要求企業向新的領域進軍,但是新的領域對企業來說是個陌生的領域,要承擔很大的市場風險。合作營銷能減少這樣的市場風險。1980年代初,汽車制造業對于韓國的酒店品牌設計公司還是一個新領域。韓國的三大企業集團在實施多角化戰略的同時,通過與美國、日本的世界著名企業合作營銷,取得了明顯的效果?，F代與三菱、克萊斯勒,大宇與通用汽車、鈴木和五十鈴,福特與馬自達分別建立了多種形式的合作營銷,使韓國在不到短短的十年間,從一無所有一躍而成為世界的主要汽車生產和出口國。

        4.酒店品牌公司減少無益的競爭。同一行業的企業在激烈的競爭中往往會產生負效應,從而增加企業的生產成本。為此,進行某種合作營銷就可以避免這種情況的發生。酒店品牌合作營銷的趨勢在航空運輸業最為明顯。例如,新加坡航空公司、瑞士航空公司和美國三角洲航空公司合作統籌時刻表;制定共同的訂票系統、維護系統;建立統一的行李運送等地勤服務。這樣就大大降低了企業的成本,提高了工作效率。

        5.增強企業酒店品牌設計公司的競爭實力。任何一個企業都有其長處,也有其短處,取長補短永遠是增強企業競爭實力的有效法寶。合作營銷為取長補短的成功提供了有效的幫助。德國的戴姆勒奔馳集團與日本的三菱集團都是世界的超級產業巨子,但是雙方都有其短處,在世界飛機市場上始終無顯赫建樹。為了揚長避短,雙方的董事長在新加坡秘密會晤,利用對方具有的優勢進行合作營銷,計劃與美國的飛機制造廠商相抗衡。

        The Development Strategy of Cooperative Marketing of Hotel Brand Design Company

        Cooperation with hotel brand design companies has gradually become the basic strategy of international marketing for companies. With the shortening of product life cycle, research and development cooperation has gradually become the current company's rising international marketing costs, the rise of international trade protectionism, and the company's basic strategy. The cooperation between industry and enterprise has involved more and more product fields. The theoretical origin of cooperative marketing can be traced back to 1966. Ader (Ader) published in the Harvard Business Review entitled "Symbiotic Marketing" ( SymbioticMaketing) proposed the concept of symbiotic marketing. The so-called symbiotic marketing refers to the joint development of a marketing opportunity by two or more companies. This is the embryonic form of cooperative marketing theory. The advantages of cooperative marketing The key reason why cooperative marketing is adopted by a large number of enterprises is that it can bring many unexpected benefits to enterprises in international marketing activities.

        1. Consolidate the existing market position of hotel brand design. At present, the demand segmentation of the international market is developing in depth, and the niche market is becoming more and more profitable. This is undoubtedly a challenge for large-scale and bloated companies. In the face of challenges, it is a clever move to increase the sensitivity and adaptability of enterprises to the market through cooperation. Major American automobile companies have increased their market share through cooperation with Japanese and Korean companies. The three major automobile companies purchased small cars from Japan and South Korea in the form of OEMs, and sold them in the domestic market to meet the needs of some consumers.

        2. Enter new markets. If an enterprise wants to enter a new international market, it not only requires huge investment, but also encounters many unexpected restrictions on non-tariff barriers. By cooperating with enterprises in the host country, a shortcut to enter new markets can be opened up. In the early 1990s, the entry of Korean home appliances into the Japanese market was still a fantasy story, but today, thanks to cooperation with a Japanese hotel brand design company, batches of containers are loaded with video tapes, video recorders, televisions and refrigerators. It continues to arrive at the ports of Japan and delivered to the counters of various retailers. Most of these products use Japanese manufacturers' brands, and the prices are much cheaper than locally produced products, and they are easily accepted by demanding Japanese consumers. This process was repeated in China in the late 1990s.

        3. The hotel design company contributes to the development of the diversification strategy. The diversified hotel brand strategy requires companies to march into new fields, but the new fields are unfamiliar to companies and they have to bear great market risks. Co-marketing can reduce such market risks. In the early 1980s, automobile manufacturing was still a new field for Korean hotel brand design companies. While implementing the diversification strategy, the three major corporate groups in South Korea have achieved significant results through marketing cooperation with world-renowned companies in the United States and Japan. Hyundai and Mitsubishi, Chrysler, Daewoo and General Motors, Suzuki and Isuzu, Ford and Mazda have established various forms of cooperative marketing, which have enabled South Korea to become the world's major automobile production from nothing in less than ten years. And exporting country.

        4. Hotel brand companies reduce unprofitable competition. Enterprises in the same industry often produce negative effects in fierce competition, thereby increasing their production costs. For this reason, some kind of cooperative marketing can avoid this situation. The trend of hotel brand cooperative marketing is most obvious in the air transportation industry. For example, Singapore Airlines, Swiss Airlines and Delta Airlines cooperate to coordinate timetables; develop a common booking system and maintenance system; establish unified luggage delivery and other ground handling services. This greatly reduces the cost of the enterprise and improves work efficiency.

        5. Enhance the competitiveness of corporate hotel brand design companies. Any enterprise has its strengths and weaknesses, and learning from each other is always an effective magic weapon to enhance the competitiveness of an enterprise. Cooperative marketing provides effective help for the success of learning from each other. Germany's Daimler-Benz Group and Japan's Mitsubishi Group are both world super-industry giants, but both have their shortcomings, and have never made outstanding achievements in the world aircraft market. In order to exploit their strengths and avoid weaknesses, the chairman of the board of directors of the two parties secretly met in Singapore to use each other's advantages to conduct cooperative marketing and plan to compete with American aircraft manufacturers.