酒店產(chǎn)品營(yíng)銷(xiāo)的成功于否在于季度營(yíng)銷(xiāo)渠道的概念和類(lèi)型
1.酒店?duì)I銷(xiāo)渠道的概念
    酒店?duì)I銷(xiāo)渠道，也稱(chēng)為酒店分銷(xiāo)渠道，它是指酒店服務(wù)產(chǎn)品消費(fèi)者產(chǎn)生消費(fèi)動(dòng)機(jī)開(kāi)始，進(jìn)入酒店之后，到最終消費(fèi)酒店服務(wù)產(chǎn)品的整個(gè)過(guò)程中所經(jīng)歷的各個(gè)環(huán)節(jié)以及相應(yīng)的一切活動(dòng)的總和。簡(jiǎn)單說(shuō)就是指將酒店服務(wù)產(chǎn)品銷(xiāo)售給最終消費(fèi)者（個(gè)體、公司或機(jī)構(gòu)單位）的各個(gè)環(huán)節(jié)的總和。在現(xiàn)在的市場(chǎng)經(jīng)濟(jì)條件下，有廣闊的市場(chǎng)容量，大部分的酒店服務(wù)產(chǎn)品必須依靠一定的營(yíng)銷(xiāo)渠道，才能將其費(fèi)產(chǎn)品銷(xiāo)售到顧客一方。它是營(yíng)銷(xiāo)組合（Promotion Mix）中的重要組合部分，同時(shí)它既是上海酒店VI設(shè)計(jì)和酒店服務(wù)產(chǎn)品商品化的必經(jīng)之路，也是連接酒店服務(wù)產(chǎn)品和賓客的中間渠道。其作用在于能使酒店服務(wù)產(chǎn)品更有效、更方便、更快捷地讓顧客購(gòu)買(mǎi)到，而不同的營(yíng)銷(xiāo)渠道，也決定著酒店?duì)I銷(xiāo)活動(dòng)的成功于否。
2.酒店?duì)I銷(xiāo)渠道的類(lèi)型
    酒店?duì)I銷(xiāo)渠道中，根據(jù)到達(dá)最終酒店產(chǎn)品消費(fèi)者所經(jīng)歷的環(huán)節(jié)，可分兩種主要模式：直接營(yíng)銷(xiāo)渠道與間接營(yíng)銷(xiāo)渠道。
   （1）直接營(yíng)銷(xiāo)渠道
    又稱(chēng)零層次渠道，指酒店不經(jīng)過(guò)人和一個(gè)中間商，由酒店將服務(wù)產(chǎn)品直接銷(xiāo)售給最終消費(fèi)者，亦即顧客直接向酒店購(gòu)買(mǎi)產(chǎn)品。酒店企業(yè)通常情況下有三種直接營(yíng)銷(xiāo)渠道模式供大家參考。
    ①酒店——最終消費(fèi)者（營(yíng)銷(xiāo)點(diǎn)為酒店現(xiàn)場(chǎng)）。指酒店直接向前來(lái)且有入住需求的顧客銷(xiāo)售酒店服務(wù)產(chǎn)品，這是酒店的傳統(tǒng)營(yíng)銷(xiāo)方式。
    ②酒店——最終消費(fèi)者（營(yíng)銷(xiāo)點(diǎn)為客源地、顧客單位或家里）。指有入住需求的顧客通過(guò)電話(huà)、傳真、電腦網(wǎng)絡(luò)等各種途徑向酒店預(yù)訂其產(chǎn)品的模式。信息技術(shù)的不斷進(jìn)步使其被廣泛應(yīng)用于各個(gè)行業(yè)，電腦普及的程度日益加深，今年來(lái)對(duì)于酒店來(lái)說(shuō)，最重要的營(yíng)銷(xiāo)渠道就是網(wǎng)絡(luò)。酒店應(yīng)利用好這一科技的優(yōu)勢(shì)，做好本酒店網(wǎng)站建設(shè)（網(wǎng)頁(yè)設(shè)計(jì)、預(yù)訂信息更新、回復(fù)確認(rèn)等方面）工作，以提高酒店產(chǎn)品的營(yíng)銷(xiāo)質(zhì)量和效率。
    ③酒店——自建銷(xiāo)售點(diǎn)——最終消費(fèi)者（營(yíng)銷(xiāo)點(diǎn)為銷(xiāo)售點(diǎn)現(xiàn)場(chǎng)）。指酒店在其經(jīng)營(yíng)范圍或區(qū)域內(nèi)自行設(shè)立營(yíng)銷(xiāo)點(diǎn)（如機(jī)場(chǎng)、港口等），直接向顧客銷(xiāo)售。酒店集團(tuán)成員之間相互代理預(yù)訂，共享客源等也屬于這一模式。
   （2）間接銷(xiāo)售渠道
    隨著旅游市場(chǎng)日益國(guó)際化，直接銷(xiāo)售渠道的效果愈顯下降，這一模式已難以更有效地吸引市場(chǎng)細(xì)分化的顧客，為了緩解這一嚴(yán)峻的壓力，很多酒店意識(shí)到可以借助代理商、批發(fā)商、零售商等銷(xiāo)售機(jī)構(gòu)開(kāi)展?fàn)I銷(xiāo)活動(dòng)。這種需要中間商參與產(chǎn)品的經(jīng)銷(xiāo)、代理或其他形式的銷(xiāo)售將酒店服務(wù)產(chǎn)品銷(xiāo)售到最終消費(fèi)者一方的有效途徑便稱(chēng)為間接銷(xiāo)售渠道。
    根據(jù)中間商介入的個(gè)數(shù)不同，間接營(yíng)銷(xiāo)渠道有不同的模式，酒店通常有三種間接營(yíng)銷(xiāo)渠道可供選擇。
    ①單層渠道。
    其一，酒店以旅游代理商——最終消費(fèi)者。酒店將其產(chǎn)品以較低的價(jià)格出售給代理商，由代理商組織客源。
    其二，酒店——其他營(yíng)銷(xiāo)渠道（如航空公司或郵輪公司）——最終消費(fèi)者。酒店將其產(chǎn)品的銷(xiāo)售由航空公司等機(jī)構(gòu)代理銷(xiāo)售，將酒店產(chǎn)品轉(zhuǎn)移到顧客手中。
    ②兩層渠道。
    其一，酒店——旅游經(jīng)銷(xiāo)商——旅游代理商——最終消費(fèi)者。酒店以較為低廉（低于門(mén)市價(jià)）的價(jià)格銷(xiāo)售給經(jīng)銷(xiāo)商（如旅行社），旅游經(jīng)銷(xiāo)商再將其產(chǎn)品批量銷(xiāo)售或預(yù)訂給旅游代理商，代理商則將產(chǎn)品銷(xiāo)售給最終消費(fèi)者。
    其二，酒店——其他營(yíng)銷(xiāo)渠道（如航空公司或郵輪公司）——旅游代理商——最終消費(fèi)者。酒店以較為低廉（低于門(mén)市價(jià)）的價(jià)格銷(xiāo)售給其他一些酒店?duì)I銷(xiāo)渠道（如航空公司或郵輪公司），再有這些機(jī)構(gòu)將其產(chǎn)品批量銷(xiāo)售或預(yù)訂給旅游代理商，代理商則將產(chǎn)品銷(xiāo)售給最終消費(fèi)者。
    ③三層渠道。酒店——旅游批發(fā)商——旅游經(jīng)銷(xiāo)商——旅游代理商——最終消費(fèi)者。酒店將其他產(chǎn)品大批量以較低廉的價(jià)格批發(fā)給旅游批發(fā)商，再由批發(fā)商與經(jīng)銷(xiāo)商在價(jià)格談判基礎(chǔ)上銷(xiāo)售給旅游代理商，最后由代理商將其產(chǎn)品批量銷(xiāo)售或預(yù)訂給最終消費(fèi)者。

 The success of the hotel product marketing in is whether the concepts and types of quarterly marketing channels
The concept of a hotel marketing channels
    Hotel marketing channels, also known as hotel distribution channels, it is that the hotel services products to consumers beginning of the consumer motivation, experience the whole process to the final consumption of hotel products into the hotel after all aspects of all activities and the corresponding combined. It simply refers to the hotel service products sold to final consumers (individuals, companies or establishments), the sum of all aspects. Now under market economy conditions, the broad market capacity, most of the hotel services must rely on a certain scare off channels, fee products sold to the customer side. It is part of the marketing mix (Promotion Mix) in combination, while it is the only way of hotel service product commercialization, but also to connect the channels of the middle of hotel service and guests. Its role is to make hotel service product more effective, more convenient and faster for customers to buy, different marketing channels, but also determines the success of the hotel marketing activities in whether.
The type of hotel marketing channels
    Hotel marketing channels, according to the link to reach the final hotel product consumer experience can be divided into two main modes: direct marketing channels and indirect marketing channels.
   (1) direct marketing channels
    Also known as zero-level channels, the hotel without a broker and, by the hotel service products sold directly to final consumers, ie the customer to purchase products directly to the hotel. Hotel businesses often have three direct marketing channel model for your reference.
    ① hotel - the ultimate consumer (marketing point for the hotel site). Means the hotel directly to come forward and demand customer sales Check hotel service product, which is the hotel's traditional marketing methods.
    ② Hotel - the ultimate consumer (marketing point for the source to the customer unit or at home). Refers to the occupancy needs of customers by phone, fax, computer networking, a variety of ways such as the mode of its products to the hotel reservations. Information technology continues to progress so that is widely used in various industries, deepening the extent of the widespread use of computers for the hotel this year, the most important marketing channel network. The hotel should be used to the advantages of this technology and do the hotel's website (web design, booking information update, back to confirm, etc.) to improve the quality and efficiency of hotel marketing.
    (3) Hotel - built point of sale - the site of the ultimate consumer (marketing point for point of sale). Set up a marketing point of referring to the hotels within the scope of their business or region (such as airports, ports, etc.), direct sales to customers. Between the agent booking hotel group members shared source, also fall into this pattern.
   (2) indirect sales channels
    With the tourism market is increasingly international, the effect of the direct sales channels, more show to decline, this model has been difficult to more effectively attract the customers of the market segmentation in order to alleviate the severe pressure, aware of the many hotels can make use of agents, wholesale , retailers and other sales organizations to carry out marketing activities. This need the middlemen involved in product distribution, agency, or other forms of sales to the hotel service product sales to final consumers an effective way to party, known as indirect sales channels.
    Indirect marketing channels have different modes, depending on the number of middlemen involved, the hotel usually has three kinds of indirect marketing channels to choose from.
    ① single channel.
    First, hotels, travel agents - the ultimate consumer. The hotel will sell their products at lower prices to the agents, organized by the agency source.
    Second, the hotel - other marketing channels (eg, airline or cruise line) - the ultimate consumers. The hotel will be the sale of its products sold by the airlines and other agencies to the hotel product to the customer.
    ② a two-tier channel.
    First, the hotel - travel distributors - travel agents - the ultimate consumers. The hotel is relatively cheap (less than store price) the price of sales to distributors such as travel agencies, travel distributors and then their products sold in bulk or reservations to travel agents, agents will sell to the ultimate consumer.
    Second, the hotel - other marketing channels (eg, airline or cruise company) - travel agents - the ultimate consumer. Hotel is relatively cheap (less than the store price) the price of sales to some other hotel marketing channels (such as airline or cruise line), then these institutions of its products sold in bulk or reservations to travel agents, the agents will be product sales to final consumers.
    ③ three-tier channel. Hotels - travel wholesaler - Travel dealers - travel agents - the ultimate consumer. Hotel will be other products in large quantities at lower prices wholesale to travel wholesalers, on the basis of price negotiation by wholesalers and distributors to sell to travel agents, by agents of its products sold in bulk or reservations to the final consumer .