市场销售计划模板Word文档下载推荐.docx
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市场销售计划模板Word文档下载推荐.docx
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2.3.1DescriptionofMainCompetitorsHotel主要竞争者酒店概述
CompetitorsAnalysis–Rooms)
工作表:
竞争者酒店分析-客房
2.3.2DescriptionofMainCompetitorsF&
B主要竞争者餐饮概述
CompetitorsAnalysis–F&
B)
竞争者酒店分析-餐饮
2.3.3StrengthsandWeaknesses优势和劣势
(Worksheet:
HotelStrengthsandWeakness)
酒店优势和劣势
F&
BStrengthsandWeakness)
餐饮优势和劣势
2.4GeographicalProfileReport地理位置剖析报告
2.4.1GeographicalAnalysis地理位置分析
2.4.2MajorUpcomingandPotentialMarkets主要未来市场和潜力市场
2.4.3AnticipatedGeographicalDistribution预期的地势分配
RoomNightsByGeographicalAreas)
地理位置因素所产生的房晚
2.5MarketSegmentation市场划分
2.5.1RackRatesFITs散客
2.5.2LocalT/AFITs当地旅行社散客
2.5.3OverseasT/AFITs海外旅行社散客
2.5.4Conference会议
2.5.5HospitalityDiscount服务折扣
2.5.6OwningCompany私营企业
2.5.7Embassy&
Government大使馆和政府
2.5.8OverseasCorporate海外公司
2.5.9LocalCorporate当地公司
2.5.10Groups团队
2.5.11AirlineCrew机组人员
2.5.12Layover临时客人
2.5.13LongStayingGuest长住客人
2.5.14DayUse24小时房
2.5.15Package包价
2.5.16SeasonalPromotion季节性促销
2.5.17TemporaryHouseUse重点房
2.5.18Complimentary免费房
2.5.19PermanentHouseUse常住客人(回头客)
RoomStatisticsByMarketSegments)
根据市场划分的房间分析
2.6Food&
BeverageBusinessAnalysis餐饮生意分析
2.6.1AtriumorCoffeeShop中庭或咖啡店
2.6.2SampanorBoathouseRestaurant船餐厅
2.6.3SportCityCafé
运动咖啡厅
2.6.4GoldenTurtle(KoreanRestaurant)韩国餐厅
2.6.5LobbyBar/Lounge大堂吧
2.6.6Banquet宴会
SummaryofFood&
BeverageRevenue)
餐饮收入概要
2.7TargetedMarketGroup目标市场
3.DEPARTMENTALOBJECTIVES&
STRATEGIES
分部目标及战略
3.1ProductObjectives&
Strategies产品目标及战略
3.1.1RoomsDivision客房分布
3.1.2Food&
Beverage餐饮
3.1.3OtherGuestFacilities其它设施
3.2RoomObjectives&
Strategies客房目标及战略
3.2.1Rooms客房
3.3Food&
BeverageObjectives&
Strategies餐饮目标及战略
3.3.1Food&
3.4PriceObjectives&
Strategies价格目标及战略
3.4.1Rooms客房
3.4.2FoodandBeverage餐饮
3.5AdvertisingObjectives&
Strategies广告目标及战略
3.5.1Rooms客房
3.5.2FoodandBeverage餐饮
3.6SalesPromotionObjectives&
Strategies促销目标及战略
3.7PublicRelationObjectives&
Strategies公关目标及战略
Manpower&
TrainingObjectives&
Strategies
人力及培训的目标及战略
3.9SalesForcesObjectives&
Strategies销售重点目标及战略
DistributionObjectives&
Strategies分步目标及战略
4.CONTROLOFOBJECTIVESANDSTRATEGIES
目标及战略的控制
5.MISCELLANEOUS
杂项
5.1ConclusionoftheBudget预算总结
5.2CollateralMaterialsAnticipatedExpenses
与预期费用相关的间接项目
5.3AnticipatedSalesandMarketingExpenses
预期的市场销售费用
5.4AnticipatedPhotographyandRelatedExpenses
预期的摄影及相关费用
(WorksheetsofADP2000)
(WorksheetsofEXP2000)
1.OVERALLSUMMARY总论
1.1.MISSIONSTATEMENT使命论述
Answerthesequestionsonbehalfofthehotel.Alternatively,discusswithyourcoreteamforanswers,whichwillhelpyoutoformulateyourmissionstatementattheendofthisthoughtprocess.
代表酒店回答这些问题。
以二选一的形式,与你的核心团队讨论答案,这将会帮助你在这段思考的过程最后阐明你的使命论述。
1.Asahotel,WHOareYOUandWHATareYOU?
作为酒店,你是谁和你是什么
2.Whoareyourcompetitors?
谁是你的竞争者
3.WhatmakesYOUdifferenttoyourcompetitors?
什么让你不同于你的竞争者
4.Whatisyourstatusandreputationtoday?
你今天的地位和声誉怎样
5.WhatdoyouwantorhopeTOBE?
Whatdoyouwanttoachieve?
你想要什么和希望成为什么?
你想得到什么?
Thisisanopportunitytocreateandwriteyourownmissionstatement.Asareminder,yourmissionstatementisasimplesentencewhichthestaffofthehotelshouldadheretoandimplementundertheguidanceofthehotelmanagement,forexample:
"
Weserveyoubetter”,"
Wetryharder"
etc.
这是个好机会来创造和写下你自己的使命论述。
需提醒的是,你的使命论述必须简洁明了,能在酒店管理层的领导下全体员工应该遵守和执行,举个·
1.2OVERALLOBJECTIVESOFHOTEL
Thisshouldsetfor2000theoverallobjectivesofyourhotel(notthedepartmentalobjectives),Forexample:
YouareplanningtoincreaseyourroomoccupancybyXX%oryouareplanningtoincreaseyourGOPbyXX%/RMB,etc.
1.3OVERALLSTRATEGIESOFHOTEL
Thissectionisabriefexplanationofhowyouintendtoachievetheobjectivesyouhavesetforyourhotel.
2.ANALYSIS
2.1.MARKETINGPROFILEREPORT
2.1.1EXTERNALFACTORSOVERALL
Generalpositiveornegativestatementonpolitical,socialandeconomicactorsaffectingtheoverallmarketsituation.Thestatementcanfocusonthepastyear,thepresentandthefuture.
Elaborateinthefollowingorder:
*Past
*Present
*Future
*World-wide
*National
*Regional
*Local,andOthers
*Withpositivecommentsfirst
Extractsfromdifferentpublications,reports,etc.canbequoted.
2.1.2EXTERNALFACTORSRELATEDTOTHETRAVELINDUSTRY
AfteranalysingtheEXTERNALFACTORSOVERALL,giveamorespecificstatementonhowthosefactorshaveaffectedthetravelindustryinyourlocationinthesameorderasstipulatedabove.Ifappropriate,figuresandorpercentagescanbeinsertedinordertogivemoremeaningtothestatement.
2.1.3ROOMSUPPLYSITUATION
(WorksheetofAchievementsofMarketFairShare)
Giveaprecisedescriptionandbreakdownofthepresentroomsupplyinyourlocationandtheanticipatedadditionalorreductionofroomswhichwilltakeplaceinyourmarketingplanyear.Bespecificonthetypeofestablishments,thenumberofroomsperfutureestablishmentandthedateofopening.Alsoincludethe
establishmentswhichareplanningtorenovatetheiraccommodationfacilities.
Thisshouldbepresentedasatablechartandinthefollowingorder:
*Topcategoryofhotelsfirst
*Bydatesofopening
Giveastatementonhowthechangeofroomsupplyinyourlocationwillaffect,positivelyornegativelyyourownhotelroombusiness.
Basedonactualandfutureplanningstatehowitwillaffectyourachievementofmarketfairshare.
SummaryofExistingHotels1999
Market
HotelNameTtlRoomsShare(%)A.R.R.Occ%
SummaryofPlannedhotelProjectsfor2000&
2001
HotelNameLocationTotalRoomsCompletion
2.2.PRODUCTCOMPANYPROFILEREPORT品牌公司剖析报告
2.2.1HOTELSUMMARYSTATEMENT酒店概况
Describebrieflyyourhotelintermofclassification,facilities,locationandtargetedclienteleforaccommodationandfoodandbeverageoutlets.
主要从分类,设施,地理位置以及以食宿为主的客户方面描述酒店的情况
2.2.2.PRODUCTCHARACTERISTICS产品特征
Rooms客房
AllFacilities,roomfeatures,roomsize.所有设施,客房特色及客房面积
FoodandBeverage餐饮
AllFood&
BeverageOutletsincludingoperatinghoursandcapacity.
所有餐厅的营业时间和容量
Banquet,Convention&
MeetingFacilities宴会,大型会议设施
ListoutallbanquetRoomsize,Name,BanquetandMeetingCapacity,
列出所有宴会厅的面积,名称及可承办宴会和会议的容量
2.2.3.UNIQUESELLINGPOINTS独特的卖点
Giveastatementonyouruniquesellingpoints.Thiscanbevaluedintermsoflocation,
neighbouringcompetitors,prestigearea,convenience,cuisine’s,services,facilities,etc.
andthenearbycentresofactivitiesand/orattractions
论述你的独特卖点。
主要从地理位置,周边竞争者,声望,便利,烹调风格,服务,设施等方面来评估,并且是活跃和具备吸引力的。
2.3.COMPETITIVEPROFILEREPORT竞争者剖析报告
Tolistoutallyourcompetitorsbybusinesssegment.
从生意来源划分上列出所有酒店的竞争者
SEGMENTS划分COMPETITORSNAME竞争者名称
FIT/CORPORATE:
散客/商务公司
GROUP/IT:
团队
LONGSTAYING:
长住客
MEETING&
CONFERENCE:
会议
AIRLINECREW:
机组人员
2.3.1.DESCRIPTIONOFMAINHOTELCOMPETITORSHOTEL
酒店主要竞争者酒店的描述
(Worksheetsof-RMC2000)
Yourmaincompetitorsforcomparisonshouldnotbelessthanfour(4)propertiesofthesamecategoryandofapproximatelythesamenumberofroomswithinyourlocation.Themaincompetitorsoutlinedshallbetheonesofficiallyapprovedbytheheadoffice.Anychangeinthecompetitors'
listshouldhavebeenapprovedbeforehand.
比较你的主要竞争者,在同一范畴内不要少于4项,并且在你的地理位置里大约有相同的房间数量
Giveageneraldescriptionofeachcompetitorstandard,owningcompany,managementcompany,theyearofopening,latestrefurbishment/renovation,etc.
概括描述每个竞争者酒店的标准,业主,管理公司,开业时间,最新装修时间等等。
2.3.2.DESCRIPTIONOFYOURFOOD&
BEVERAGECOMPETITORS
餐饮竞争者描述
(Worksheetof–FBC2000)
Listouttherestaurantislocatedclosetoyourhotelrestaurantandcouldeasilybe
substituted,therestaurantissimilartoyourhotelrestaurantintermsofdé
cor,selection,qualityandspeedofservice,withhasmenupricesthatoverlapyourpricerangeforeachcompetitors:
列出靠近酒店餐厅的周边餐馆并且是容易被取代的,这些餐馆在装饰,选择,质量和服务速度上于你们的酒店相似,并且菜单价格具有竞争力。
Giveageneraldescriptionofeachcompetitorstandard,location,productquality,
concept,menuandpricing,dé
cor&
ambience,typeofservice,customersegmentation
managementcompanyetc.
2.3.3.STRENGTHSANDWEAKNESSES优势和劣势
(Worksheetof–HSW2000)
(Worksheetof–FSW2000)
MakeadetailedtablechartofyourHotelandFood&
Beverageoutletsmajorstrengthsandweaknessesascomparedtoyourmaincompetitors.Thistablemustinclude:
制作一个表格,通过与主要竞争者相比较,酒店和餐厅的主要优势和劣势,次表格必须包括:
*Location地理位置
*Overseasawareness海外意识
*Perceptiontolocalenvironment对当地环境的认识
*Roomsize房间面积
*Standardofamenitiesinrooms客房内的标准礼仪
*Standardofstaff员工标准
*FoodandBeveragefacilities餐饮设施
*Otherguests
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