一份书面的市场营销计划.ppt

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 to get there.一份书面的市场营销计划是整个酒店持续营运决策中不可缺少的基础和支柱。不要尝试做到面面俱到。它的主要功能是决定本酒店目前的定位和今后发展的方向及如何达到这个目标。市场营销计划市场营销计划 -营销部的预算营销部的预算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,and so on.它是依赖于酒店为取得最大收益所采取的行为方式以及由此而产生的辅助方式，例如现金 流 周 期、劳 动 力 成 本 的 范 围 和 特 征 等 等Why Business Plan is Important市场营销计划的重要性市场营销计划的重要性1.Business Plan is a goal 计划是目标2.No Business Plan means can not evaluate 没有计划意味着不可能进行有效评估3.Business Plan is one of a way to motivate staff 计划是激励员工的有效措施之一“A team without goals is just another ineffective committee”“一个没有目标的团体只是一群没有效率的团队一个没有目标的团体只是一群没有效率的团队”Business Plan Include市场营销计划的内容市场营销计划的内容Overview 概述概述Analysis 分析分析Marketing Plan 市场计划市场计划Supporting Program 支撑体系支撑体系Business Plan Include市场营销计划的内容市场营销计划的内容Overview 概述概述Overview概述概述1.Executive Summary 行政小结2.Market Condition 市场环境3.SWOT4.Positioning Statement 定位描述Executive Summary 行政小结行政小结Current Situation 目前状况Changes Planned 可预见的变动Anticipated for the Plan Year 对下一年的展望Executive Summary should be a brief summary of the detailed findings that are to follow行政小结是对需要执行的具体细节的简短描述行政小结是对需要执行的具体细节的简短描述Market Condition市场环境市场环境External Factors 外部因素Internal Factors 内部因素Changes in the supply and demand for hotel accommodation 酒店住宿的供求变化Competitive advantage and disadvantage 竞争的有利和不利条件SWOTS Strength 强项W Weakness 弱项O Opportunity 机会T-Threat 威胁Positioning Statement定位描述定位描述A single,simple message 单一、简单的信息Sets you apart from your competitors 从你的竞争对手当中脱颖而出What makes you different 让你不同于别人的众多因素Business Plan Include市场营销计划的内容市场营销计划的内容Overview 概述概述Analysis 分析分析Analysis 分析分析1.Competitive Set Analysis 竞争对手的分析2.Market Segment 市场细分3.Geographic Feeder Markets 按地域的市场分类4.Frequency Programs 持续不断的项目5.Marketing Communications Activities 市场公关活动6.Pricing Strategy 价格策略7.Accounts Productivity 客户产量Competitive Set Analysis竞争对手分析竞争对手分析Who are your real competitors 谁是真正的竞争对手REVPAR Revenue per available room 每间可卖房收入RGI Revenue Generated Index 收入综合指数Ranking No.1 is your goal 排名-目标是要成为第一SampleMarket Segment按客源分类的市场按客源分类的市场Main market 主要市场Most potential market 潜在的市场20 80 rule 20-80法则Geographic Feeder Markets按地域划分的市场按地域划分的市场History past year 去年Forecast coming year 预测来年%of increase or decrease 增长和减少的%Economic or political condition 经济、政治环境Frequency Programs 持续不断的项目持续不断的项目Package 各种包价Promotion 推广活动Barter Agreement 互免协议Sponsorship 赞助Marketing Communications Activities市场公关活动市场公关活动Focus on the brand 以品牌为中心Influence customer behavior 影响客人的行为Establish property image opening hotel 树立企业形象 开业酒店Pricing Strategy 价格策略价格策略Consistent with hotel positioning 酒店市场定位的一致性Market conditions 市场环境Competitors pricing plan 竞争对手的价格计划Achieve the plan objectives 达到计划的目标Accounts Productivity客户产量客户产量Key Account 主要客户New Account 新客户Focus on your loyalty customer 关注忠实客户Business Plan Include市场营销计划的内容市场营销计划的内容Overview 概述概述Analysis 分析分析Marketing Plan 市场计划市场计划Marketing Plan市场计划市场计划1.Overview 概述2.Market Segment Strategy 市场细分战略3.Conference and Banquets Market Segment 会议、宴会市场细分4.Food&Beverage Outlet Strategy 餐饮各营业点策略Always ask the Questions to yourself不断提醒自己不断提醒自己Do I have the right strategy?我的战略是否正确Have I Maximized all opportunities and resources available from the hotel?我是否利用所有的机会和资源将酒店收入最大化Have I allocated sufficient budget to enable the hotel to achieve its objectives?我是否为达到目标而合理的分配预算Business Plan Include市场营销计划的内容市场营销计划的内容Overview 概述概述Analysis 分析分析Marketing Plan 市场计划市场计划Supporting Program 支撑体系支撑体系Supporting Program 支撑体系支撑体系1.Travel schedule trade shows 推广计划2.Travel schedule sales trips 销售出差时间表3.Sales and Marketing Organization Chart 市场营销部组织机构图Some Notice 几条原则几条原则1.Plan is only a plan 计划只是计划2.Always review your Plan 经常回顾3.Budget should based on the actual 预算必须联系实际4.Achievable but not too easy 可以达到-但不会太容易此课件下载可自行编辑修改，供参考！感谢您的支持，我们努力做得更好！