分析環境對酒店市場營銷的影響。
知名酒店“黃金周”遭遇“非典”
    上海浦東某知名五星級酒店由于品牌、管理優勢以及毗鄰FI比賽場地，客房入住率一直保持在90%以上。但是2003年“五一”黃金周期間，由于中國及亞洲地區“非典”肆虐，世界衛生組織向各地發布“非典”疫情通告要求外出旅游人員做好防范措施，許多原先計劃預訂的客房被迫取消，一切精心策劃的營銷活動被迫中止，酒店入住客人只有罕見的5位，為該酒店開業以來的最低入住人數，酒店遭受空前損失。
“金融危機”影響酒店行業
    2008年爆發了全球性的金融危機在全國住宿餐飲業的影響已經逐步顯現，在重點城市、行業、企業表現較為明顯，并已經呈現向行業蔓延和越來越嚴重的趨勢。
    北京、上海受影響最為嚴重，2008年11月份以來，上海高星級酒店平均出粗率已經下降了10~15個百分點，平均房價雖然降幅較小，但隨著部分企業開始大幅降低價格吸引客源，平均房價降幅有拉大的趨勢。北京市場由于奧運前酒店供應量快速上升，金融危機的影響被放大，根據酒店客源結構不同，平均出租率和平均房價下降幅度在30%~50%、5%~3%不等。以國際客源市場為主的國際品牌高檔酒店最為明顯，出租率下降幅度高達50%。
新疆旅游業受“7.5”事件影響損失嚴重
    新疆維吾爾自治區旅游局局長伊那木·乃斯爾丁11日在烏魯木齊說，2009年烏魯木齊“7.5”事件給新疆的旅游業造成了嚴重損失，截至目前，取消的旅游團隊已達1450個，涉及近85000名其中包括4396位外賓。在當天舉行的新聞發布會上，伊那木·乃斯爾丁介紹說，今年上半年新疆共接待國內外游者960多萬人次，同比增長超過一成。但“7.5”事件給新疆旅游業帶來了難以估量的損失。
公關政府，商務酒店“劫后逢生”
    廣州大廈原是一家商務酒店，隨著廣州商務酒店數量上升，市場競爭異常激烈，酒店市場營銷經營陷入困境。為了給酒店打開新的出路，謀求更大發展，酒店懂事會決定利用與政府職能部門的良好關系，創立全國首家以規范化的服務為基礎，以鮮明的公務接待、公務活動的人員、設備和程序，廣州大廈占據了廣州大部分的公務酒店市場，酒店入住率和盈利率得到了大幅度的提升。   
思考與習題
    1、根據上述案例，分析酒店市場營銷過程中受哪些因素影響？
    2、做好酒店市場營銷環境分析工作，具體有哪些步驟和方式？有哪些需要特別注意的地方？
Analysis of environmental impact of hotel marketing.
Well-known hotel "Golden Week" encounter "atypical pneumonia"
    Shanghai Pudong, a well-known five-star hotel brand management advantages, as well as adjacent FI venue, room occupancy rate has remained above 90%. 2003 "May Day" Golden Week, because China and Asia the SARS epidemic.

World Health Organization published around the world to the SARS outbreak notice request to travel to preventive measures and was forced to cancel many of the originally planned booking rooms, all carefully planned marketing activities were suspended, the hotel guests stay only a rare 5

, The minimum occupancy of the hotel since its opening, the hotel suffered unprecedented losses.
"Financial crisis" affecting the hotel industry
    The global financial crisis erupted in 2008 in the national accommodation catering industry has been gradually emerging in key cities, industries, corporate performance is more obvious, and has shown a trend to spread to the industry and more and more serious.
    Beijing, Shanghai affected the most serious, since November 2008, the average high-star hotel in Shanghai out of rough has dropped by 10 to 15 percent, although the average house price fell less, but as some companies began to sharply lower prices to attract customers source

, Average house prices drop a widening trend. Rapid increase in hotel supply due before the Olympic Games, the Beijing market impact of financial crisis is magnified depending on the hotel source structure, the average occupancy rate and average house prices decline 30% to 50%, 5% to 3%

And so on. The most obvious to the international tourist market-based international brand of upscale hotels, occupancy rates fell by as much as 50%.
Xinjiang tourism industry has suffered serious losses by the "7.5" incident
    11 in Urumqi, Xinjiang Uygur Autonomous Region Tourism Bureau, Ina Wood is Si Erding Urumqi "7.5" incident to the tourism industry in Xinjiang in 2009 caused serious damage and far, to cancel the travel team has reached 1450, involving

And 85000, including 4396 foreign guests. Ina Wood is Sier Ding said at a news conference, said the first half of this year, Xinjiang received at home and abroad who travel more than 960 million people, an increase of more than one. But "7.5" event to

Xinjiang tourism has brought immeasurable loss.
PR government, business hotel "robbing the water is
    Guangzhou Hotel was originally a business hotel, with the increase in the number of Guangzhou Business Hotels, market competition is fierce, hotel marketing and management trouble. In order to open a new way to the hotel and seek greater development, hotel sensible decision to use

Good relations with government departments, the creation of the first standardized services with a distinctive official reception, the official activities of personnel, equipment and procedures, the Guangzhou Hotel occupies most of the official hotel market in Guangzhou, the hotel occupancy rate

And profitability has been greatly improved.
Thinking and Problems
    1, according to the above case, the analysis of hotel marketing process by which factors?
    2, good hotel marketing environment analysis, what specific steps and methods? Which require special attention?