strategy
the connotation of hotel cultural marketing. Hotel cultural marketing refers to the marketing activities that hotels discover, identify, cultivate or create a certain cultural concept according to their own situation and integrate this cultural concept into the hotel marketing process.
Characteristics of hotel cultural marketing
(1) The marketing process and marketing products are unique. The core part of hotel culture marketing is hotel culture, so the products of hotel culture marketing between different hotels should be different. (2) the particularity of marketing products with values as the core. (3) Marketing personnel are highly qualified. Hotel cultural marketers must have a deep understanding of the hotel and have long-term practical experience in the hotel. (4) High dependence on the environment. When selling hotels in culture, we should not only pay attention to the local environment, but also integrate our own ideas. (5) uniformity. When the hotel carries out cultural marketing, it should keep its own culture consistent in time and space, and should not follow the example of others at will.
an overview of hotel culture marketing strategy.
the connotation of hotel culture marketing strategy. Hotel cultural marketing strategy refers to the planned, purposeful and targeted measures taken by hotels in the marketing activities to achieve strategic goals, mainly including hotel development policies, hotel systems and so on.
characteristics of hotel cultural marketing strategy. The characteristics of hotel cultural marketing strategy are mainly reflected in four aspects:
(1) uniqueness. Hotel cultural marketing strategy and hotel cultural marketing have one thing in common: more pursuit of being different. The more unique hotel culture marketing strategy often produces better results. (2) timeliness. The introduction of hotel cultural marketing strategy should not only meet the requirements of the hotel itself, but also meet the political, humanistic and social requirements of the times. (3) Meticulousness. Details are often the reason to attract customers to come again. (4) regionality. The cultural marketing strategy of the hotel should conform to the environment where it is stationed.
1.3.3 types of hotel cultural marketing strategies. Hotel culture marketing strategies can be roughly divided into five categories: concept culture marketing strategy, product culture marketing strategy, environmental culture marketing strategy, price culture marketing strategy and promotion culture marketing strategy.
2 Current situation and problems of hotel cultural marketing at home and abroad
2.1 Successful application of hotel cultural marketing in international hotel chains abroad.
2.1.1 the cultural construction of accor group and the application of hotel cultural marketing strategy. Accor Group was founded in Paris, France in the mid-196s by French Paul Dubruhe and Gerard Berisson. Accor Group's original French meaning is "harmony", which implies that Accor Group's culture is subject to harmony. Behind the harmony, Accor Group mainly promotes French luxury hotel culture. Accor customers can feel the romance of French culture and the meticulous service of French.
2.1.2 boci hotel culture construction and the application of hotel culture marketing. Boci Hotel is the world-famous Dubai Sailing Hotel. As the only seven-star hotel in the world, Boci Hotel welcomes global guests in the new millennium. At the early stage of its construction, Dubai Emirates endowed it with hotel culture: creating an Arab hotel environment and shaping Arab luxury palace services.
Boci Hotel has made its own culture incisively and vividly in terms of construction and hardware and software. The theme of Boci Hotel is a white building in the shape of a sailboat, which mainly means breaking the waves and setting sail in the Arab region. From the 18-meter white atrium of the world's tallest hotel to 22 top royal suites, it shows the level of Arab Emirates. In terms of service, Boci Hotel, from the guest rooms of seven servants to Rolls-Royce motorcade, is closely related to the culture of the Arabian Palace.
2.2 successful application of hotel culture marketing strategy in domestic and international hotel chains.
2.2.1 shangri-la group culture construction and the application of hotel culture marketing. Shangri-La Group, founded in 1971 by Malaysian Chinese Mr. Guo Henian, is headquartered in Hongkong. Shangri-La Group takes "hospitality and Shangri-La affection" as its cultural concept, and shapes its own hotel culture.
2.2.2 the cultural construction of jinjiang group and the application of hotel cultural marketing. Jinjiang Group's unique hotel culture is "passion for Excellence, one team, one goal." Translated as "passion, always excellence". Its specific connotation is: * * * the same team, the same enthusiasm, the same goal. In the special hotel cultural atmosphere of Jinjiang Group, there are a group of "cultural marketing" personnel who are good at listening, understanding, thinking about customers' thoughts and meeting customers' needs.
Jinjiang Group has let the world witness the successful shaping of hotel culture and the successful application of concept culture marketing strategy.
2.3 problems in the application of hotel culture marketing strategy.
2.3.1 hotel culture of different hotels should be synchronized. After the financial crisis, there were 414 star-rated hotels in Beijing in 28 alone. The influx of foreign high-end hotels has caused the immature hotel market in China to be morbid. Among them, the first problem is that the products launched by different hotel groups and the similar services sold are becoming more and more serious.
from the consumer's point of view, with the continuous improvement of living standards and the development of China's economic and cultural environment, consumers' ideological level and behavioral awareness have been greatly improved. Therefore, the hotel homogenization culture can no longer meet the consumer demand, which will lead to fluctuations in the hotel economy and even cause consumer resistance.
2.3.2 internal cultural differences of international hotel chains. In the period of crazy expansion, another sticking point in the process of cultural marketing strategy formulation of international hotel chains is the inconsistency of the semicolon cultures of hotel groups. Due to the expansion, international hotel chains will enter countries in different regions, whose economic level, humanistic environment, enterprise development level and enterprise management level are uneven. I once worked in a five-star international hotel in Harbin, and found that the culture of the hotel was extremely inconsistent with that of the hotel. After consulting the information, I found that the cultures of the It' Hotel hotels in China were inconsistent. In essence, the problem caused by these objective reasons is that the hotel culture has not penetrated thoroughly enough. However, the cultural concept as the core and the cultural marketing strategy formed on this basis are immutable.
2.3.3 hotel culture deviates from regional culture. Hotel expansion is bound to make hotel groups appreciate regional cultures with different styles, which have complex historical, geographical and humanistic backgrounds. For example, in China, if there is Japanese ghost culture in the main building of the hotel as a short hotel culture marketing week, the hotel cannot be accepted by the public; If the restaurant of a star-rated hotel provides red wine for women in Islamic areas, according to the level of international hotel, it is likely to lead to the hotel's withdrawal from the local area and even cause serious political problems.
2.3.4 improper quotation of hotel cultural marketing strategy. Hotel management groups should not keep a fixed pattern when quoting hotel cultural marketing strategies, but should change and improve them with time, geographical location and various environments to avoid negative impact on hotel cultural marketing strategies.
from the time point of view, it can be divided into two aspects: subdivision period and specific significance stage. Green cultural marketing can be integrated into the hotel's existing cultural marketing strategy.
from the perspective of geographical location, it mainly relates to the geographical environment where the hotel is located and the political, economic and human environment under this geographical background. For example, the details of providing red wine for women in the Arab region mentioned above should be considered by international hotel chains.
2.3.5 Hotel culture conflicts with regional environment. The deviation between hotel culture and regional environment mainly means that the marketing strategy of hotel culture violates the political background, economic situation and local people's customs and habits in the area where international hotel chains are stationed. This is the most easily overlooked problem for hotel management groups.
The most noteworthy area of political factors is the Arab region, where there are many factors that bring about political changes and the probability of unexpected events is high.
economic factors are also a problem for international hotel management groups. Because many expansion plans have been formulated and implemented before the global financial tsunami, it may cause the cultural marketing strategy of hotel management group to deviate from that of hotels in the region.
There are fewer opportunities for the humanities to collide with the cultural marketing strategies of hotel management groups, because hotel management groups generally attach great importance to the humanistic environment, which includes consumer groups, and it is difficult not to attract the attention of international hotel associations.
hotel culture marketing
what do enterprises sell? Does McDonald's only sell bread and ham? The answer is no, it sells fast, fashionable and personalized food culture (QSCV image). Does Kodak only sell cameras? No, what it sells is to make people keep eternal memories. What do we eat in the Mid-Autumn Festival? Do we only eat its taste? No, we eat the traditional culture of China-reunion and celebration. Did you eat zongzi on Dragon Boat Festival? No, we are eating Qu Yuan-history and culture on the Dragon Boat Festival. Did you eat cake on your birthday? No, I ate the hope and value of life. Pepsi drinks the sunshine, vitality, youth and health it contains; Drinking Master Kong iced black tea is about its passion, coolness and fashion. In short, through the above examples, we can see that there is a hidden thing in the depths of the product-culture. Enterprises are not only selling a single product to consumers, but also satisfying consumers' spiritual needs while satisfying their material needs, giving them cultural enjoyment and satisfying their high-grade consumption. This requires enterprises to change their marketing methods for cultural marketing. Material resources will be exhausted, and only culture can be endless. Culture is soil, products are seeds, and marketing is like sowing and cultivating in the soil to cultivate the seedling of brand. Coca-Cola is just a special drink, and it is not much different from other soft drinks. But it can become a world-famous brand with a history of more than 1 years, because it is closely related to American culture. Every marketing activity of Coca-Cola embodies American culture and is a symbol of its brand becoming American culture. Therefore, drinking it often gives you a feeling of enjoying American culture. Cultural marketing refers to taking commodities as the carrier of culture and entering consumers' consciousness through market exchange, which to some extent reflects various cultural elements that consumers pursue for material and spirit. Cultural marketing includes not only shallow conception, design, modeling, decoration, packaging, trademarks, advertisements and styles, but also value evaluation, aesthetic evaluation and moral evaluation of marketing activities. It includes three meanings: ① enterprises need to carry out marketing activities with the help of or adapt to different environmental cultures; (2) Cultural factors need to penetrate into the marketing mix, and comprehensively use cultural factors to formulate a marketing mix with cultural characteristics; ③ Enterprises should make full use of CI strategy and CS strategy to build enterprise culture in an all-round way. From a small point of view, the significance of cultural marketing, corporate culture is the core values that all employees of the enterprise sincerely agree with and have * * *, which stipulates people's basic modes of thinking and behavior. The attraction of this excellent culture can attract outstanding external marketers to work for this enterprise, and also enable employees within this enterprise to closely unite and work for a common goal, so as to achieve the optimal allocation of human resources and ensure the continuous improvement of business performance. On the big side, in the era of knowledge economy, people pay more attention to consuming products in material form while consuming products in cultural form. From this perspective, the greatest benefit of enterprises is created by culture, and marketing by cultural power is used to optimize resource allocation and promote economic development. From this point of view, cultural marketing is a real productive force. Problems that should be paid attention to in cultural marketing. Cultural marketing is not shouting slogans, or playing tokenistic gestures. It is not only a matter of form but also a matter of content; It is not a whim of the enterprise; It is not an imitation, nor is it a toddler in Handan; It's not a pig's nose sticking onions-pretending, nor is it that the old man joined the army-pretending to be active. Enterprises should pay attention to the following aspects in cultural marketing: First, handle the relationship between content and form. Content determines form, and form is the embodiment of content, which is dialectical unity. In cultural marketing, enterprises often only pay attention to the form and ignore the content. Some enterprises only pay attention to the packaging of products and ignore the quality of products; Some enterprises only put forward some slogans in cultural construction and don't implement them in practice; Some enterprises only know how to advertise and publicize, and only pay attention to the corporate visual identity system (VI design), and do not emphasize the construction of corporate philosophy (MI) and corporate behavior (BI), resulting in the result of "the golden jade is outside, but the defeat is among them". Second, we should treat cultural marketing from a systematic point of view. Enterprise's cultural marketing is a whole and an organic system. It includes three meanings, and we can't take them out of context, but we should combine them organically. Corporate culture construction is the premise and foundation of corporate culture marketing. Without a good, healthy and comprehensive cultural construction, corporate culture marketing will become a passive water and a rootless tree. It is the intermediate link and link of cultural marketing for enterprises to analyze and identify the cultural characteristics of different environments. On the basis of corporate culture construction, only by analyzing the cultures of different environments can scientific cultural marketing combination strategies be formulated. The formulation of cultural marketing mix strategy is the inevitable result of the first two. Enterprises often ignore the first two in cultural marketing, and only pay attention to the application of cultural marketing combination strategy, with little effect as a result.