《酒店定价策略》PPT课件.ppt

酒店定价策略,,Company Logo,Contents,Click to add Title,Click to add Title,Click to add Title,Click to add Title,Click to add Title,,Company Logo,酒店产品价格的概念,酒店产品价格是指酒店消费者购买酒店产品所支付的货币量。 成本 税费 利润,,Company Logo,酒店产品价格的类别,,Company Logo,酒店产品价格在酒店营销中的意义,价格直接影响酒店经营目标的实现 价格是酒店直接获取利润的重要手段 价格是酒店获取竞争优势的重要手段 价格是酒店产品形象和质量的代表 价格是酒店市场细分及市场定位的依据 价格的变动可引起酒店供求关系的变动,,Company Logo,酒店产品价格制定的依据,取决于酒店产哦经营者对酒店产品价值的评价，当这种评价以货币量来表现时，就称为供给价格。 取决于酒店宾客对酒店产品价值的评价，当这种评价以货币量来表现时，就称为需求价格。,,Company Logo,影响酒店定价的基本因素,成本因素,市场需求,酒店产品,政府管制的影响,酒店定价目标,市场竞争状况,产品定价,,Company Logo,酒店产品定价的原则,有利于吸引与保持客源，并能扩大产品销售,1,使酒店获得最佳经济效益,2,酒店产品定价应有一定灵活性,3,,Company Logo,酒店定价目标,利润导向定价目标,1,竞争导向的定价目标,2,以扩大市场占有率为定价目标,3,保持稳定为导向的定价目标,4,,Company Logo,Diagram,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,Title Add your text,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,,Company Logo,成本因素,,Company Logo,利润导向定价目标,追求利润最大化 1、追求企业长期利润的最大化 2、从企业的整体经济效益衡量,以一定的投资收益率为定价目标,以获取合理利润为定价目标,,Company Logo,竞争导向的定价目标,以稳定价格为定价目标,以应付和避免竞争为定价目标,,Company Logo,,Company Logo,,Company Logo,Cycle Diagram,,Company Logo,Diagram,,Company Logo,Diagram,,Company Logo,Diagram,Add Your Text,Add Your Text,Add Your Text,Add Your Text,,Company Logo,Diagram,Add Your Title,Add Your Title,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,,Company Logo,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,Diagram,Text,Text,Text,,Company Logo,Diagram,Add Your Title,,Company Logo,Cycle Diagram,,Company Logo,Diagram,,Company Logo,Diagram,Your Text,Your Text,Your Text,Your Text,Your Text,Your Text,Your Text,Your Text,,Company Logo,Progress Diagram,,Company Logo,Block Diagram,TEXT,TEXT,TEXT,TEXT,TEXT,TEXT,TEXT,TEXT,,Company Logo,Table,,Company Logo,3-D Pie Chart,w