酒店產(chǎn)品在各生命周期階段的增長(zhǎng)期、成熟期、衰退期所不同特點(diǎn)及應(yīng)采取的營(yíng)銷(xiāo)策略。
    酒店產(chǎn)品在生命周期各階段具有不同的特點(diǎn)，只有了解各階段的特點(diǎn)才能采取相應(yīng)的營(yíng)銷(xiāo)策略，取得營(yíng)銷(xiāo)成功。生命周期各階段的特征，主要從產(chǎn)品的銷(xiāo)售量、價(jià)格、成本、利潤(rùn)四個(gè)角度去觀察。
導(dǎo)入期的營(yíng)銷(xiāo)策略：
    營(yíng)銷(xiāo)策略往往運(yùn)用價(jià)格作為手段，導(dǎo)入期常常采用以下四種營(yíng)銷(xiāo)策略：
1.快速撇脂策略
    快速撇脂，就是采取搞定價(jià)、高促銷(xiāo)的方式，使產(chǎn)品在短時(shí)期內(nèi)建立市場(chǎng)知名度，以吸引那些對(duì)新產(chǎn)品好奇的消費(fèi)者的購(gòu)買(mǎi)欲望，快速收回投資并從中獲利。
2.緩慢撇脂策略
    緩慢撇脂，就是采取高定價(jià)、低促銷(xiāo)的方式。這種方式是抬高價(jià)以獲得較高的市場(chǎng)定位，但少進(jìn)行促銷(xiāo)，節(jié)省宣傳促銷(xiāo)費(fèi)用，等待市場(chǎng)慢慢接受產(chǎn)品，因此獲利時(shí)間較長(zhǎng)。
3.快速滲透策略
    快速滲透，就是采取低定價(jià)、高促銷(xiāo)的方式。這種策略迎合了消費(fèi)者的利益，同時(shí)開(kāi)展大量的宣傳促銷(xiāo)，所以能在最快的時(shí)間內(nèi)，得到大量消費(fèi)者的接受，迅速占領(lǐng)市場(chǎng)。然后隨著銷(xiāo)量的增加，生產(chǎn)規(guī)模的擴(kuò)大，可以降低單位成本，提高生產(chǎn)效率，取得規(guī)模效益。
4.緩慢滲透策略
    緩慢滲透，就是采取低定價(jià)、低促銷(xiāo)的方式。產(chǎn)品以低價(jià)問(wèn)世，也很少采用促銷(xiāo)手段，依靠產(chǎn)品自身的物美價(jià)廉獲得市場(chǎng)的認(rèn)可，從而逐步滲透，擴(kuò)大市場(chǎng)。
（一）酒店產(chǎn)品導(dǎo)入期的特點(diǎn)
    酒店產(chǎn)品在導(dǎo)入期銷(xiāo)售量小，增長(zhǎng)緩慢。因?yàn)楫a(chǎn)品生產(chǎn)處在磨合階段，批量少，加上市場(chǎng)對(duì)產(chǎn)品缺少了解，所以購(gòu)買(mǎi)了不足，銷(xiāo)量有限。
    價(jià)格往往較高。因?yàn)楫a(chǎn)品的生產(chǎn)成本和促銷(xiāo)費(fèi)用都比較高，所以?xún)r(jià)格在這個(gè)生命周期過(guò)程中時(shí)最高的。
    生產(chǎn)成本高。因?yàn)楫a(chǎn)品的生產(chǎn)批量小，固定成本高，宣傳促銷(xiāo)費(fèi)用高，所以總的成本相對(duì)在整個(gè)生命周期過(guò)程中時(shí)最高的。
    利潤(rùn)往往是負(fù)數(shù)，處于虧本的狀態(tài)。因?yàn)榍捌谕度氲墓潭ǔ杀竞痛黉N(xiāo)費(fèi)用較高，銷(xiāo)量又比較有限，因此平攤到每件商品的成本往往是高于售價(jià)的，所以會(huì)出現(xiàn)虧損的情況。
   
（二）酒店產(chǎn)品增長(zhǎng)期的特點(diǎn)
    銷(xiāo)量明顯增長(zhǎng)，而且增長(zhǎng)速度較快。因?yàn)榻?jīng)過(guò)一段的推廣，市場(chǎng)逐漸了解并接受了產(chǎn)品，而且此時(shí)沒(méi)有太多的同類(lèi)產(chǎn)品參與競(jìng)爭(zhēng)，因此銷(xiāo)量會(huì)明顯增長(zhǎng)。
    產(chǎn)品成本和價(jià)格較導(dǎo)入期平穩(wěn)下降。因?yàn)樯a(chǎn)經(jīng)過(guò)磨合，生產(chǎn)批量增加，則生產(chǎn)成本自然就降低了，為價(jià)格降低提供了基礎(chǔ)。價(jià)格降低能吸引更多的客源，以有利于擴(kuò)大市場(chǎng)占有率，所以酒店經(jīng)營(yíng)者會(huì)在此時(shí)主動(dòng)降價(jià)。
    產(chǎn)品進(jìn)入增長(zhǎng)期，銷(xiāo)量不斷上升，單位成本不斷降低，價(jià)格開(kāi)始高于成本，則產(chǎn)生了盈利。
    增長(zhǎng)期的營(yíng)銷(xiāo)策略：
    增長(zhǎng)期是盈利水平增長(zhǎng)快、增長(zhǎng)量大的一個(gè)階段，所以作為經(jīng)營(yíng)者，要盡量延長(zhǎng)酒店產(chǎn)品增長(zhǎng)期的持續(xù)時(shí)間，使酒店的盈利水平達(dá)到最大。要維持高增長(zhǎng)，最重要的是保持酒店產(chǎn)品的質(zhì)量和特色，保持自己產(chǎn)品的競(jìng)爭(zhēng)性。由于酒店產(chǎn)品的不可轉(zhuǎn)移性，新的產(chǎn)品形式很快會(huì)被業(yè)內(nèi)模仿，要保持自身產(chǎn)品的質(zhì)量和特色只有從服務(wù)著手。服務(wù)是具有靈活性、綜合性和針對(duì)性的，很難被一模一樣地照搬。事實(shí)也證明，具有悠久歷史的國(guó)際就的集團(tuán)，都把服務(wù)作為酒店長(zhǎng)久生存的最要法寶。
（三）酒店產(chǎn)品成熟期的特點(diǎn)
    銷(xiāo)量增加緩慢，逐漸達(dá)到市場(chǎng)飽和，即達(dá)到整個(gè)生命周期中銷(xiāo)量的頂峰，同時(shí)由于產(chǎn)品過(guò)時(shí)，市場(chǎng)上的仿制品甚至革新產(chǎn)品出現(xiàn)，酒店消費(fèi)者對(duì)酒店產(chǎn)品的興趣轉(zhuǎn)移，則銷(xiāo)量曲線開(kāi)始出現(xiàn)拐點(diǎn)，進(jìn)入負(fù)增長(zhǎng)階段，只是成熟產(chǎn)品在酒店市場(chǎng)還有一定威信，銷(xiāo)量降低速度不會(huì)很快。隨著銷(xiāo)量的減少，單位成本又會(huì)增加，而為了保證現(xiàn)有市場(chǎng)，價(jià)格只能是下降，因此酒店利潤(rùn)也會(huì)與銷(xiāo)量一樣，到達(dá)頂峰后下降。
    成熟期的營(yíng)銷(xiāo)策略：
    進(jìn)入成熟期，市場(chǎng)已經(jīng)開(kāi)始出現(xiàn)飽和，則必須開(kāi)始著手調(diào)整產(chǎn)品內(nèi)容，改進(jìn)產(chǎn)品，提高產(chǎn)品質(zhì)量，避免產(chǎn)品遭到競(jìng)爭(zhēng)的排擠，遭到消費(fèi)者的淘汰。同時(shí)應(yīng)該為產(chǎn)品尋找新的客源市場(chǎng)，開(kāi)辟多種銷(xiāo)售渠道，增加消費(fèi)者在酒店的消費(fèi)額和消費(fèi)次數(shù)，以保證產(chǎn)品銷(xiāo)量和市場(chǎng)占有率的持續(xù)增加。
（四）酒店產(chǎn)品衰退期的特點(diǎn)
    酒店大量的忠實(shí)顧客流失，產(chǎn)品的市場(chǎng)銷(xiāo)售量迅速萎縮。很多競(jìng)爭(zhēng)者也逐漸退出了市場(chǎng)。
    衰退期的營(yíng)銷(xiāo)策略：
    在該階段有兩種選擇，一是將產(chǎn)品進(jìn)行完全改造，重新定位產(chǎn)品，更新酒店VI設(shè)計(jì)、酒店設(shè)施，重新裝修。這種做法花費(fèi)大，而且舊樣套新衣，設(shè)計(jì)不好，反而給人不倫不類(lèi)的感覺(jué)。所以酒店往往采取迅速退出該市場(chǎng)，盡早進(jìn)行新產(chǎn)品開(kāi)發(fā)，開(kāi)始一個(gè)新的生命周期，在新的競(jìng)爭(zhēng)中取得優(yōu)勢(shì)，獲得效益。

Hotel products in the various life cycle stages of growth, maturity, recession characteristics and marketing strategy to be taken.
    Hotel products in various stages of the life cycle have different characteristics, and only by understanding the characteristics of each stage in order to take the appropriate marketing strategies to achieve marketing success. Characteristics of the various stages of the life cycle, to observe the four angles of from product sales, prices, costs, profits.
(A) of the hotel product introduction of characteristics
    Hotel products in the import of sales and slow growth. Because production in the run-in phase, small quantity, coupled with lack of knowledge about the product, so buy less than limited sales.
    The prices are often higher. Production costs and promotional costs are high, so in this life cycle process, the highest price.
    High production costs. Small batch production, high fixed costs, publicity and promotional costs, total costs are relatively in the entire life cycle process of the highest.
    Profits is often negative, in the loss-making state. Upfront fixed costs and higher promotional costs, sales are limited, therefore in equal shares to each item of cost is often higher than the price, so there will be losses.
    Import of marketing strategy:
    Marketing strategy often use price as a means of import of often using the following four marketing strategies:
A quick skimming strategy
    Quick skimming, is taken to engage in pricing, high promotion, so that in a short period of time to build market awareness in order to attract those curious consumers desire to buy new products, rapid return on investment and profit.
(2) slow skimming strategy
    Slow skimming, is to take high-priced, low promotion. In this way is to raise the price to obtain a higher market orientation, but less promotion, publicity and promotional costs savings, waiting for the market to slowly come to accept the product, profit long time.
(3) rapid penetration strategy
    Rapid penetration, is to adopt a low-priced, high promotion. This strategy to meet the interests of consumers, carry out a lot of publicity and promotion, the acceptance of a large number of consumers in the fastest time, and quickly occupied the market. With the increase in sales, expansion of production scale and reduce unit costs and improve production efficiency, and achieve economies of scale.
(4) slow penetration strategy
    Slow penetration, is to adopt a low-priced, low promotion. The products come out at a low price, rarely using incentives, relying on the product itself inexpensive recognized by the market, thus gradually penetrate and expand market.
(B) hotel growth of the characteristics of
    The sales of significant growth, and faster growth. After a period of promotion, the market gradually understand and accept the product, and not too many similar products to compete, so sales will be significant growth.
    Product costs and prices than the import of a steady decrease. Because the production run, production quantities increase, the cost of production naturally reduces to provide a basis for lower prices. Lower prices to attract more tourists, to increase their market share, so the hotel operator will take the initiative to cut prices.
    Products to enter the growth phase, sales continue to rise, continue to lower the unit cost price higher than the costs, the resulting profits.
    Growth of the marketing strategy:
    The growth period is a level of profitability growth, volume growth phase, as operators try to extend the duration of the growth period of the hotel product, hotel level of profitability is maximized. To maintain a high growth, the most important thing is to maintain the quality and characteristics of the hotel product, to keep their products competitive. Due to the non-transferability of the hotel product, the new product in the form will soon be the industry to imitate, to maintain the quality of their products and features only proceed from the service. Services with the flexibility, comprehensive and targeted, it is difficult to be exactly the same copy. Also proved that the international group with a long history, a great long-term viability as a hotel to be a magic weapon.
(C) the characteristics of the hotel product maturity
    Sales increased slowly, and gradually reach market saturation, that is to reach the pinnacle of sales in the entire life cycle, due to obsolescence, imitations on the market and even innovative products to the hotel consumers transfer the interest of the hotel product, the sales curve inflection point into negative growth stage, only a mature product in the hotel market there is a certain prestige, sales to reduce the speed will not soon. With the reduction in sales volume, unit costs will increase, in order to ensure the existing market, the price can only drop the hotel profits and sales peaked and then decreased.
    The maturity of the marketing strategy:
    Matured, the market has saturated, the adjustment of product content must be started to improve products, improve product quality, to avoid the product has been the exclusion of competition was the elimination of the consumer. It should also be looking for new source markets for the product, opening up a variety of sales channels, increase consumer spending and consumption times in the hotel, in order to ensure the continued increase in product sales and market share.
(D) hotels recession period characterized by
    The loss of the hotel a lot of loyal customers, sales of products in the market is shrinking rapidly. Many competitors have gradually withdrawn from the market.
    Recession of the marketing strategy:
    There are two options, first, to completely transform and re-position products, and update the hotel facilities, renovated at that stage. This approach is expensive and old sets of clothes, poorly designed, but gives the feeling of nondescript. So the hotel often taken to exit the market quickly, as soon as possible to the development of new products, start a new life cycle in the new competitive advantage, access to benefits.