是什么因素影響了市場營銷？酒店市場細分的含義和作用。
酒店市場細分是指將一個錯綜復雜的酒店異質市場計劃分成若干個具有相同需求的亞市場，從而確定酒店目標市場的活動過程，它可以使酒店有效地分配和使用有限資源，進行各種營銷并向市場提供獨特的服務產品以及相關的酒店市場營銷組合。
酒店市場細分的作用：1）有利于酒店尋找市場機會；2）有利于酒店制定營銷策略；3）有利于酒店制定靈活的競爭策略；4）有利于酒店資源配置的優化；5）有利于酒店自身管理的完善。
影響選擇目標市場營銷策略的主要因素：
（1）酒店自身的實力條件。包括酒店的人、財、物、技術與信息資源、產品及營銷組合設計能力、接待管理能力和促銷能力等。
（2）酒店產品的特征。對于彼此之間性質相似程度較高、替代性較強的產品，可在一定程度上采用無差異目標市場策略；對于性質差別較大的產品，則宜采用差異性或集中性目標市場策略。
（3）市場需求特征。對于需求異質程度很大的產品市場，一般要采用差異性或集中性目標市場策略；而對于同質性較強的產品市場可以在一定程度上采用無差異目標市場策略。
（4）市場競爭狀況。從競爭格局考慮，如果旅游企業產品壟斷性強，競爭者少或者弱，則可采用無差異目標市場策略；如果競爭者多或者強，則應采用差異性或集中性目標市場策略。
What factors affect marketing?The meaning and role of the hotel market segmentation.
The hotel market segmentation is a complex heterogeneity of the hotel market plan is divided into several sub-markets have the same needs, in order to determine the course of activities of the hotel target market, it can make
Hotel efficient allocation and use of limited resources for a variety of marketing and to market unique products and related marketing mix.
The role of the hotel market segments: 1) conducive to the hotel to look for market opportunities; 2) in favor of hotel marketing strategies; 3) conducive to the hotel to develop a flexible competitive strategy; 4) in favor of hotel
Optimization of resource allocation; 5) is conducive to improve the management of the hotel itself.
Influence the choice of the main factors for target marketing strategies:
(1) the strength of the hotel's own conditions. Including hotels, financial, physical, technical and information resources, products and marketing mix design capabilities, hospitality management capabilities and promotional ability.
(2) hotel characteristics of the product. Similar nature for each other a higher degree of strong alternative products, with no difference in the target market strategy to a certain extent; difference for nature than
Large product, it is desirable that the differences or concentration of the target market strategy.
(3) characteristics of the market demand. Product market of the large degree of heterogeneity in the demand, the general difference or concentration of the target market strategy; and for homogeneity strong product market can
To some extent, no differences in the target market strategies.
(4) competition in the market situation. Consider the monopoly of the tourist enterprise products, fewer competitors or weak, can be no difference in the target market strategy; if competitors or from the competitive landscape
Should be used differences in concentration of the target market strategy.
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