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    排球比赛打几局:市场营销受到环境的影响,了解下酒店市场营销环境的含义与因素其一

    shichangyingxiaoshoudaohuanjingdeyingxiangliaojiexiajiudianshichangyingxiaohuanjingdehanyiyuyinsuqiyi


    来源:【人和时代·中国】酒店vi设计公司 发布时间:2012-03-27 14:22:09 查看次数:

    排球直播频道 www.pwjl.net

    市场营销受到环境的影响,了解下酒店市场营销环境的含义与因素其一:
       (1)环境:影响和制约组织活动的各种因素的总和。
      (2)酒店市场营销环境:影响和制约酒店市场营销活动的各种酒店内部和外部因素所组成的系统。
      (3)根据对酒店市场的影响和制约程度的不同,我们将酒店市场营销环境分为酒店市场营销宏观环境和酒店市场营销微观环境两个子系统。排球直播频道宏观环境分析
        宏观环境包括政治法律。经济环境。社会文化、自然环境、人口等。酒店一切营销活动都处在宏观环境的影响之中,这些宏观的营销因素都是不可控因素,酒店及其所处的微观环境都不可避免地在宏观力量的控制之下。这些宏观因素即给酒店营销提供了发展的机遇和空间,同时也在某种程度上给酒店营销带来了威胁。
    1.政治法律环境
        政治法律环境主要指政局和政策以及行政法律干预手段等。酒店依托本国旅游及商务等产业的营销活动受到政治法律因素的影响和制约极为重要。
        政治局势包括国际政治局势和国内政治局势。政治局势动荡必然影响该国家或者地区的社会稳定。人们出于安全考虑,必然减少或者取消对该地区的旅游或者投资计划。而酒店的营销活动需要以旅游和商务活动为依托,也必然会受到极大影响。例如,2009年7月5日,新疆打砸抢等一系列破坏社会和谐的暴力事件,导致到该地区旅游的人数锐减,愿已接洽的旅游团队纷纷要求退团,该地区各酒店经营几乎中断。
        政策是指政府在某一时期某一领域的管理方针和制度性的规定。包括经济政策、人口政策、就业政策、能源政策、物价政策、货币政策等。比如在某地区计划引进外资建设经济开发区,需要提高该地区的接待能力和接待水平,大力扶持建设高星级酒店,并为之提供在货款、税收等方面的优惠条件,对酒店而言是一个难得的发展机遇,同时对周边相邻的酒店构成了极大的威胁和挑战。
        行政法律包括政府的行政干预和行业相关的法律、法规。这些因素均具有强制性,对酒店营销活动造成极大影响。酒店营销活动必须在其许可的范围内,不得触犯。
    2.经济环境
        一国或地区的经济发展水平直接影响酒店的经营和发展。经济环境是指一国的经济总量、经济发展水平、经济发展速度等相关变量,主要包括国内生产总值(GDP)、汇率、税率、失业率、通货膨胀率等。
        一个国家或地区的经济发展会带动该地区与其他地区及国际间的商务活动、贸易往来和文娱事业交流频繁,会给当地酒店业带来更多的客源。同时,由于经济的发展,该国家或地区的投资环境也相应有所改善和长足发展,从而吸引众多投资商纷纷登陆该区域,从客观上刺激了该地区配套设施的建设和发展,如酒店的发展。另外,政府会根据经济发展状况,适时推出适宜于旅游业及酒店业发展的政策措施,并调整对酒店产业的投入,从而促进整个酒店业的发展。例如,上世纪90年代,一些国外企业纷纷在广东东莞投资办厂,对外贸易开始兴起,经济一片繁荣,国外一批知名酒店集团、酒店管理公司相继涌入东莞,给当时东莞的酒店业带来了生机和活力,使东莞市成为全国酒店行业最发达的地区之一。
        但另一方面,经济动荡也会给酒店的发展带来负面的影响。例如,2008年由美国“次货?;?rdquo;所引发的金融风暴席卷全球,作为出口型贸易兴盛的广东东莞经济受到重创,许多国外资本收缩投资,工厂纷纷停工或者倒闭。同时,也很大程度影响到该地的酒店行业,部分酒店和餐饮企业经营困难甚至倒闭。
        由此可见,经济水平与酒店行业的兴衰休戚相关。酒店市场营销过程中,要时刻关注和分析经济发展状况,力求准确地预测市场动向及趋势,及时制定和调整市场营销策略。
    Marketing is affected by the environment, to understand the meaning of the next hotel marketing environment and the factors First:
       (1) environment: the sum of the various factors of influence and restrict the activities of the Organization. ,
      (2) Hotel Marketing environment: the system of influence and constraints of the various hotels of the hotel marketing activities of internal and external factors.
      (3) according to the different levels of impact and constraints of the hotel market, hotel marketing environment is divided into the macro environment of the Hotel Marketing and Hotel Marketing micro-environment of the two subsystems. Hotel marketing macro environment analysis
        The macro-environment, including political and legal. Economic environment. Social, cultural, natural environment, population, and so on. All marketing activities in the hotel at the impact of the macroeconomic environment, these macroscopic marketing factors are uncontrollable factors, the micro-environment of the hotel which will inevitably be under the control of the macro forces. These macroeconomic factors to the hotel marketing development opportunities and space and also to some extent pose a threat to the hotel marketing.
    (1) political and legal environment
        Political and legal environment refers to the Council and the policy and administrative legal interventions. The hotel relying on domestic industries such as tourism and business marketing activities by the political and legal factors and constraints are extremely important.
        The political situation in the international political situation and the domestic political situation. Political instability will inevitably affect the social stability of the country or region. For security reasons, will be reduced or canceled in the region, tourism or investment plans. The hotel's marketing activities to tourism and business activities rely on and will surely have a great impact. For example, July 5, 2009, Xinjiang, vandalism and other incidents of violence undermine social harmony, leading to the region, the number of tourists dropped, would like to contact the tourism team have asked to be imposed for the region's hotel business is almost interrupted.
        The policy refers to a particular area in a given period, the Government policy and institutional requirements. Including economic policy, population policy, employment policy, energy policy, price policy, and monetary policy. For example, in a district plan to introduce foreign capital to build economic development zone, the need to improve the reception capacity of the region and the reception level, and vigorously support the construction of high-star hotel, and provide preferential conditions in the purchase price, taxes, etc., the hotel is a rare opportunity for development, posed a grave threat and challenge for the surrounding adjacent hotel.
        Administrative law, including the government's administrative intervention and industry-related laws and regulations. These factors are mandatory, the great impact of the hotel marketing activities. Hotel marketing activities must be within the scope of its license, shall not be violated.
    (2) the economic environment
        The level of economic development in a country or region directly affect the operation and development of the hotel. Economic environment of a country's total economic output, the level of economic development, the pace of economic development and other related variables, including gross domestic product (GDP), exchange rates, tax rates, unemployment, inflation rate.
        A country or region's economic development will lead to the region and other regional and international business activities, trade and civic cause of frequent exchanges will give the local hotel industry to bring more tourists. Meanwhile, due to the economic development of the investment environment in the country or region corresponding to an improvement and rapid development, in order to attract many investors have landed in the region, from the objective to stimulate the construction and development of the region, supporting facilities such as hotels, developments. In addition, the Government will, according to the economic development, the timely introduction of policies and measures suitable for the development of tourism and hotel industries, and to adjust the investment in the hotel industry, thus contributing to the development of hotel industry as a whole. For example, in the 1990s, some foreign companies have investments in Dongguan, Guangdong and set up factories in foreign trade began to rise, economic prosperity, foreign group of well-known hotel group, hotel management companies have been the influx of Dongguan, Dongguan hotel industry vigor and vitality, Dongguan City, one of the hotel industry the most developed regions.
        But on the other hand, the economic turmoil also to the development of the hotel have a negative impact. For example, in 2008 by the U.S. subprime mortgage crisis triggered by financial turmoil sweeping the globe, as export-oriented trade flourished in Guangdong Dongguan's economy has been hit hard, many foreign capital and cut investment, factories have to lay-off or closed down. , But also a large extent, affect the hotel industry, part of the hotel and catering business difficulties and even collapse.
        Thus, the economic level of the hotel industry, the rise and fall of solidarity. Hotel marketing process, we should always pay attention to and analysis of economic development, and strive to accurately predict market movements and trends, to develop and adjust the marketing strategy.

    (版权所有:转载请注明来源于【人和时代·中国】 排球直播频道 作者:先锋)


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