酒店市場營銷要選擇什么樣的模式來衡量目標(biāo)市場？
1.無差異市場營銷模式
    無差異營銷模式是指酒店市場營銷將產(chǎn)品的整個(gè)市場視為一個(gè)目標(biāo)市場，用單一的營銷模式開拓市場，即用一種產(chǎn)品和一套營銷方案吸引盡可能多的購買者。無差異營銷模式只考慮消費(fèi)者或用戶在需求上的共同點(diǎn)，而不關(guān)心他們?cè)谛枨笊系牟町愋浴?br />     這種策略的優(yōu)點(diǎn)在于：酒店可以大規(guī)模銷售，簡化分銷渠道，相應(yīng)地節(jié)省市場調(diào)研和廣告宣傳的經(jīng)費(fèi)開支，使平時(shí)成本降低。
    其局限性在于：不能完全滿足消費(fèi)者的差異性需求。隨著社會(huì)經(jīng)濟(jì)情況、生活方式以及個(gè)人興趣的不斷變化，對(duì)酒店產(chǎn)品的需求多樣化，單一的市場策略不易吸引消費(fèi)者。
2.差異性市場營銷模式
    差異性市場營銷模式是將整體市場劃分為若干細(xì)分市場，針對(duì)每一個(gè)細(xì)分市場制定一套獨(dú)立的營銷方案。比如，酒店針對(duì)不同性別、不同收入水平的消費(fèi)者推出不同組合、不同價(jià)格的產(chǎn)品，并采用不同的廣告主題來宣傳這些產(chǎn)品，就是采用的差異性營銷模式。
    差異性營銷模式的優(yōu)點(diǎn)是：小批量、多品種，生產(chǎn)機(jī)動(dòng)靈活、針對(duì)性強(qiáng)，使消費(fèi)者需求更好地得到滿足，由此促進(jìn)產(chǎn)品銷售。另外，由于酒店是在多個(gè)細(xì)分市場上經(jīng)營，一定程度上可以減少經(jīng)營風(fēng)險(xiǎn)；一旦酒店在幾個(gè)細(xì)分市場上獲得成功，將有助于提高酒店的形象及提高市場占有率。
    差異性營銷模式的不足之處主要體現(xiàn)在兩個(gè)方面：一是增加營銷成本。由于產(chǎn)品品種多，管理和存貨成本將增加-由于酒店必須針對(duì)不同的細(xì)分市場發(fā)展獨(dú)立的營銷計(jì)劃，會(huì)增加酒店在市場調(diào)研、促銷和渠道管理等方面的營銷成本。二是可能使酒店的資源配置不能有效集中，顧此失彼，甚至在酒店內(nèi)部出現(xiàn)彼此爭奪資源的現(xiàn)象，使拳頭產(chǎn)品難以形成優(yōu)勢(shì)。
3.集中性市場營銷模式
    實(shí)行差異性營銷模式和無差異營銷模式，酒店均是以整體市場作為營銷目標(biāo)，試圖滿足所有消費(fèi)者在某一方面的需要。集中性營銷模式則是集中力量進(jìn)入一個(gè)或少數(shù)幾個(gè)細(xì)分市場，實(shí)行專業(yè)化生產(chǎn)和銷售。實(shí)行這一模式，酒店不是追求在一個(gè)大市場角逐，而是力求在一個(gè)或幾個(gè)子市場占有較大份額。
    集中性目標(biāo)市場策略往往適合資源能力有限或者資源獨(dú)特的中小型酒店。他們?cè)谡w市場上很難取得競爭優(yōu)勢(shì)，因而力圖在較小市場范圍取得較高的市場占有率。
    采取這種策略的突出優(yōu)點(diǎn)在于：能充分發(fā)揮酒店資源優(yōu)勢(shì)，使酒店在特定市場上具有較強(qiáng)的競爭能力。由于經(jīng)營范圍針對(duì)性強(qiáng)，容易形成產(chǎn)品與經(jīng)營特色，從而有利于擴(kuò)大酒店在特定細(xì)分市場上的知名度和壟斷利潤。
    其局限性主要表現(xiàn)在：酒店過分依賴較小市場，具有較大的風(fēng)險(xiǎn)性。由于市場面窄，一旦需求發(fā)生變化，企業(yè)會(huì)出現(xiàn)危機(jī)。

Hotel marketing to choose what kind of model to measure the target market?
No difference in marketing mode
    Differentiated marketing model means the hotel will be the product of the entire market as a target market, open up the market with a single mode of marketing a product and a marketing program to attract as many buyers. Differentiated marketing model

Consider only the common consumer or user on demand, without regard to their differences in demand.
    The advantage of this strategy is: The hotel can be large-scale sales, simplify distribution channels, the corresponding savings in market research and advertising expenses incurred, so that usually reduce the cost.
    Its limitations are: not fully meet the consumer differences in demand. With the changing socio-economic situation, lifestyle and personal interests, diversification of demand for hotel products, a single marketing strategy is not easy to attract the elimination

The Fei those.
Differences in marketing mode
    The difference between marketing model is the overall market is divided into a number of market segments, to develop a separate set of marketing programs for each segment. For example, the hotel introduced for consumers of different genders, different income levels

The combination of the products of different prices and different advertising theme to promote these products, that is, using the differences in marketing mode.
    Differences in marketing mode advantages are: small quantity and variety, the production of flexible, targeted, consumer demand to be met, and thus to promote product sales. In addition, the hotel is on the multiple market segments by

Camp, to a certain extent can reduce the operational risks; hotels in several market segments, will help to improve the hotel's image and increase market share.
    The inadequacies of the difference between marketing model is mainly reflected in two aspects: firstly, to increase marketing costs. More varieties of products, management and inventory costs will increase - due to the hotel must be developed for different market segments, independent of the marketing dollars

Program will increase the cost of hotel marketing in market research, promotion and channel management. Can not effectively concentrate, a loss may make the hotel the allocation of resources, even in the hotel internal competition for resources with each other, so that the boxing

The first product is difficult to form an edge.
Concentrated marketing model
    A differentiated marketing model and differentiated marketing model, the hotel is the overall market as a marketing target, trying to meet the needs of all consumers in a particular aspect of. Centralized marketing model is to concentrate our efforts into one or a few

Several market segments, the implementation of specialized production and sales. The implementation of this model, the hotel is not the pursuit of competing in a big market, but instead sought a larger share in one or several sub-markets.
    The concentration of the target market strategy is often suitable for limited resource capacity or unique resource for small and medium hotels. Difficult to gain a competitive advantage in the overall market, thus trying to achieve a higher market share in a smaller market area.
    Highlight the advantages of this strategy: give full play to the hotel advantages in resources, making the hotel to have a strong competitive ability in a particular market. Easy to form the product and the operating characteristics of the targeted business scope, and thus favorable

On expanding the visibility and monopoly profits of the hotel on the specific market segments.
    Its limitations: the hotel over-reliance on a smaller market, with greater risk. Once the demand for changes in the market is narrow, corporate crisis.