The positioning rules of hotel products
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- Time of issue:2019-05-13 10:10
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(Summary description)From another perspective, hotel product positioning is to highlight the individuality of hotel products and thereby create a unique market image. A product is a comprehensive reflection of multiple factors, including performance, composition, shape, packaging, quality, etc. Product positioning is to strengthen or amplify certain product factors to form a distinctive image. Product differentiation is an important means to achieve hotel product positioning. It must be emphasized here that the so-called product differentiation here is not simply pursuing existing product variation, but seeking to establish a certain product on the basis of market segmentation. Features are the concrete manifestation of marketing concepts.
The positioning rules of hotel products
(Summary description)From another perspective, hotel product positioning is to highlight the individuality of hotel products and thereby create a unique market image. A product is a comprehensive reflection of multiple factors, including performance, composition, shape, packaging, quality, etc. Product positioning is to strengthen or amplify certain product factors to form a distinctive image. Product differentiation is an important means to achieve hotel product positioning. It must be emphasized here that the so-called product differentiation here is not simply pursuing existing product variation, but seeking to establish a certain product on the basis of market segmentation. Features are the concrete manifestation of marketing concepts.
- Categories:Industry News
- Author:
- Origin:
- Time of issue:2019-05-13 10:10
- Views:
Hotel product positioning methods can be summarized as the following:
(1) Positioning according to attributes and benefits: The attributes of the hotel product itself and the benefits derived from it can enable customers to appreciate its positioning. Such as the hotel's "luxury style", "hygiene and comfort", this positioning method, hotels often emphasize an attribute of the product, and this attribute is often ignored by competitors.
(2) Positioning according to quality and price: Both price and quality changes can create different status of hotel products. Under normal circumstances, quality depends on the raw materials or production process and technology of the product, and the price often reflects its positioning. For example, people often say "high quality and high price" and "inferior quality and low price" reflect such a product positioning. Ideas.
(3) Positioning according to product use: Carrying forward the various uses of the same product item and analyzing the market applicable to each use is the basic starting point of this positioning method. It is also a hall, which can be used as a venue for large-scale banquets and buffets, as well as a conference hall to receive various meetings. At the same time, it can also be a venue for various exhibitions and exhibitions. For such a hotel product, the hotel can establish different product personalities and images in the selected target market according to its different uses.
(4) According to user positioning: This is a product positioning method commonly used by hotels, that is, the hotel directs certain products to appropriate users or a certain target market, so as to create these products according to the characteristics of these users or target markets. Appropriate image of the product. Many hotels set up food stall restaurants that integrate local flavors in response to the local residents' dining requirements of "convenience, economy, and rich flavors". This is based on the positioning of users' product needs.
(5) Positioning according to product grade: This positioning method is to position a product at the grade of another type of product that is similar to it in order to compare the two. For example, some hotels set the grade of their guest room products to be the same as that of a good hotel recognized by the public, in order to make customers more likely to accept their products. Another aspect of this approach is to find a reference for a certain product and compare it under the same level of conditions in order to highlight a certain characteristic of the product. For example, the apartment rooms launched by some hotels highlight the kitchen facilities available on the premise of the same level as the standard rooms, which are more suitable for family tourists to use, so as to achieve the purpose of attracting family tourists to buy.
(6) Positioning based on competition: Hotel products can be positioned on different attributes or benefits directly related to competition. For example, a hotel opens a smoke-free restaurant. Smoke-free means that the air in the restaurant is cleaner. This is actually tantamount to indirectly suggesting that customers are dining in ordinary restaurants, and that other people's smoking will affect their health.
(7) Positioning of mixed factors: Hotel product positioning does not absolutely highlight a certain attribute or feature of a product. When customers purchase a product, they are not only for a certain benefit of the product. Therefore, the positioning of hotel products can use the above-mentioned multiple The combination of methods to create the status of its products. This is conducive to discovering the competitive advantages of the product in many aspects and satisfying a wider range of customer needs.
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