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.