Shenzhen friends and international Hotel Plaza Limited
Telephone: (86) 0755-8998 8888
Fax: (86) 0755-8998 8299
Web site: www.yohohotel.cn
Address: No. 588, Jixiang Road, central city, Longgang District, Shenzhen.
The attention economy is the economic model for the enterprise to attract the attention of the consumers to the maximum extent, by cultivating the potential consumer groups in order to obtain the greatest future commercial interests, also known as the eyeball economy. Hotels use attention to create social and economic benefits, and the key is to make good use of the seven kinds of marketing.
Making good use of brand marketing
The hotel displays its image, reputation and popularity to customers, forming product brand recognition, that is, brand marketing.
The key point of brand marketing is to create brand and create brand must mould quality. Hotels should create brand and create attention economy on the basis of improving quality. China's first joint venture hotel, Beijing founding Hotel, has been famous for its warm service and became the study object of the national hotel industry. The first domestic and foreign cooperation Hotel, Guangzhou White Swan Hotel is also known as "the best hotel in the world" because of high quality service, and the Sheraton Hotel Changsha has always insisted on "product". To be meticulous, meticulous service, meticulous and meticulous "three fine" concept, the quality of service has been steadily improved, becoming the leader of Hunan hotel industry. These are successful cases in which quality creates brand and brand marketing creates attention economy.
Making good use of event marketing
By planning, organizing and making use of people or events with news value, social influence and celebrity effect, the hotel attracts public interest and attention, raises its own popularity, sets up brand image, and promotes the purpose of product sales, that is event marketing.
On the eve of the Mid Autumn Festival in 2015, the Cohere Hotel Changde, Hunan, made a "giant moon cake" of 8.88 meters in diameter and weighed more than 2800 kilograms, which engraved the Tang poem "autumn words". The moon cake was identified as "the world's largest poem moon cake" by the headquarters of the Shanghai World Guinness. On the Mid Autumn Festival, the hotel held the world's largest moon cake appreciation Festival, attracting tens of thousands of people to taste it. The event attracted the attention of many media. Republique Hotel has gained fame and achieved good social and economic benefits.
Make good use of differential marketing
The hotel subdivides the market and designs different products, namely differentiated marketing, for each sub market.
The hotel should design differential products according to the sex, age, nationality, region, occupation and marital status of the customers, and attract the attention of the consumers and compete for the public eye. Cancun, a famous tourist city in Mexico, has a fat person hotel named "free paradise". The hotel is equipped with many types of sports venues and fitness facilities. It is equipped with large tables and chairs, bedding, sale of big clothes, and food menu in different colors, which mark the nutrition and calorie of dishes in different colors. Differentiated services attract a large number of obese, even normal body guests consumption, hotel operating income is considerable. Hotels can also offer services such as male hotel products, pregnant women's hotel products, professional hotel products and so on, attracting consumers' attention through diversity.
Making good use of thematic marketing
According to its own advantages, consumer fashion, customer needs and other factors, the hotel is conscious of exploring, utilizing, and creating specific topics to achieve business goals, that is, thematic marketing. The key of thematic marketing lies in the theme marketing of holidays. Hotels should choose meaningful holidays and combine the actual design of products.
Good use of experiential marketing
Beijing Shangri-La Hotel on the eve of the Mid Autumn Festival on the eve of the Mid Autumn Festival on the eve of the "Moon Man" in China's "Moon Festival" holiday marketing theme, inviting the American astronaut Erwin to the hotel and staff together with the Mid Autumn Festival. Erwin arrived at the invitation, and many news media in Beijing reported that the Beijing Shangri-La restaurant has gained popularity and attracted more customers.
In a series of experiential processes, customers eventually become loyal customers of the enterprise, and such marketing means experience marketing. Hotels should use sensory marketing, emotional marketing, thinking marketing, action marketing and other experience models to attract consumers.
A hotel in the United States is on the verge of bankruptcy. The owner points out that the hotel is set up as a special area only for the cost fee and special for the consumer to plant the memorial tree. The hotel also leaves the trees for the guests to plant the trees, set up the name brand and planting time cards for the guests, and sincerely invite the guests to see the trees next time. The move attracted a large number of customers to repeat consumption, and the hotel business volume rose linearly.
In fact, the hotel can also standardize the implementation of the kitchen management open operation, live live live in the guest area, regularly invite consumers to visit the kitchen, feel the degree of food safety, form a customer feel experience, and promote their active consumption.
Make good use of social marketing
The solution to promote business services by means of commercial marketing is to achieve the purpose of public welfare or to use social value to promote business services, namely social marketing. Only the hotel unify the interests of the consumers and the society and undertake the social responsibility to carry out marketing activities, will receive social attention and gain social and economic benefits.
In 2013, 17 cities in Shandong province joined the CD-ROM operation, and the catering enterprises in the province jointly launched the prizes after the meal. The move was well received by the community and achieved good social and economic benefits. The green marketing advocated by the hotel industry is the essence of social marketing, which balances the three relations of the hotel target, the customer needs and the social interests, and gets the attention of the consumers and obtains the social identity.
Make good use of economic marketing
The ultimate goal of hotel management is to maximize economic efficiency and profit. The author believes that achieving the maximization of the hotel's economic efficiency and profit is also an effective way to attract public attention. It's not hard to find out in reality, industry