市場營銷計劃營銷部預(yù)算

1、 Business Plan - Budget for Sales & MarketingA written marketing plan is the back cloth against which operational decisions are taken on an on-going basis. Consequently too much detail should not be attempted. Its major function is to determine where the company is now, where it wants to go, and how

2、 to get there.一份書面的市場營銷方案是整個酒店持續(xù)營運決策中不可缺少的根底和支柱。不要嘗試做到面面俱到。它的主要功能是決定本酒店目前的定位和今后開展的方向及如何到達這個目標(biāo)。 市場營銷方案 - 營銷部的預(yù)算It lies at the heart of a companys revenue-generating activities and from it flow all other corporate activities, such as timing of the cash flow, the size and character of the labor force,

3、and so on.它是依賴于酒店為取得最大收益所采取的行為方式以及由此而產(chǎn)生的輔助方式， 例如現(xiàn)金流周期、勞動力本錢的范圍和特征等等Why Business Plan is Important市場營銷方案的重要性Business Plan is a goal 方案是目標(biāo)No Business Plan means can not evaluate 沒有方案意味著不可能進行有效評估Business Plan is one of a way to motivate staff 方案是鼓勵員工的有效措施之一“ A team without goals is just another ineffec

4、tive committee“一個沒有目標(biāo)的團體只是一群沒有效率的團隊Business Plan Include市場營銷方案的內(nèi)容Overview 概述Analysis 分析Marketing Plan 市場方案Supporting Program 支撐體系Business Plan Include市場營銷方案的內(nèi)容Overview 概述Overview概述Executive Summary 行政小結(jié)Market Condition 市場環(huán)境SWOTPositioning Statement 定位描述Executive Summary 行政小結(jié)Current Situation 目前狀況Cha

5、nges Planned 可預(yù)見的變動Anticipated for the Plan Year 對下一年的展望Executive Summary should be a brief summary of the detailed findings that are to follow行政小結(jié)是對需要執(zhí)行的具體細節(jié)的簡短描述Market Condition市場環(huán)境External Factors 外部因素Internal Factors 內(nèi)部因素Changes in the supply and demand for hotel accommodation 酒店住宿的供求變化Competiti

6、ve advantage and disadvantage 競爭的有利和不利條件SWOTS Strength 強項W Weakness 弱項O Opportunity 時機T - Threat 威脅Positioning Statement定位描述A single, simple message 單一、簡單的信息Sets you apart from your competitors 從你的競爭對手當(dāng)中脫穎而出What makes you different 讓你不同于別人的眾多因素Business Plan Include市場營銷方案的內(nèi)容Overview 概述Analysis 分析Anal

7、ysis 分析Competitive Set Analysis 競爭對手的分析Market Segment 市場細分Geographic Feeder Markets 按地域的市場分類Frequency Programs 持續(xù)不斷的工程Marketing Communications Activities 市場公關(guān)活動Pricing Strategy 價格策略Accounts Productivity 客戶產(chǎn)量Competitive Set Analysis競爭對手分析Who are your real competitors 誰是真正的競爭對手REVPAR Revenue per avail

8、able room 每間可賣房收入RGI Revenue Generated Index 收入綜合指數(shù)Ranking No.1 is your goal 排名 - 目標(biāo)是要成為第一SampleMarket Segment按客源分類的市場Main market 主要市場Most potential market 潛在的市場20 80 rule 20-80法那么Geographic Feeder Markets按地域劃分的市場History past year 去年Forecast coming year 預(yù)測來年% of increase or decrease 增長和減少的%Economic

9、or political condition 經(jīng)濟、政治環(huán)境Frequency Programs 持續(xù)不斷的工程Package 各種包價Promotion 推廣活動Barter Agreement 互免協(xié)議Sponsorship 贊助Marketing Communications Activities市場公關(guān)活動Focus on the brand 以品牌為中心Influence customer behavior 影響客人的行為Establish property image opening hotel 樹立企業(yè)形象 開業(yè)酒店P(guān)ricing Strategy 價格策略Consistent

10、with hotel positioning 酒店市場定位的一致性Market conditions 市場環(huán)境Competitors pricing plan 競爭對手的價格方案Achieve the plan objectives 到達方案的目標(biāo)Accounts Productivity客戶產(chǎn)量Key Account 主要客戶New Account 新客戶Focus on your loyalty customer 關(guān)注忠實客戶Business Plan Include市場營銷方案的內(nèi)容Overview 概述Analysis 分析Marketing Plan 市場方案Marketing Pl

11、an市場方案Overview 概述Market Segment Strategy 市場細分戰(zhàn)略Conference and Banquets Market Segment 會議、宴會市場細分Food & Beverage Outlet Strategy 餐飲各營業(yè)點策略Always ask the Questions to yourself不斷提醒自己Do I have the right strategy ? 我的戰(zhàn)略是否正確.中國最大的資料庫下載Have I Maximized all opportunities and resources available from the hotel

12、 ? 我是否利用所有的時機和資源將酒店收入最大化Have I allocated sufficient budget to enable the hotel to achieve its objectives ? 我是否為到達目標(biāo)而合理的分配預(yù)算Business Plan Include市場營銷方案的內(nèi)容Overview 概述Analysis 分析Marketing Plan 市場方案Supporting Program 支撐體系Supporting Program 支撐體系Travel schedule trade shows 推廣方案Travel schedule sales trips 銷售出差時間表Sales and Marketing Or