公眾心目中的酒店形象，市場(chǎng)目標(biāo)定位方法和定位策略
(一）、內(nèi)容市場(chǎng)定位
    市場(chǎng)定位是指酒店在市場(chǎng)營(yíng)銷(xiāo)中，根據(jù)消費(fèi)者的需求和心理特征，確定自己的特點(diǎn)和地位，以征服和吸引消費(fèi)者。在市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略中這種定位主要包括以下內(nèi)容和步驟：
    ①市場(chǎng)營(yíng)銷(xiāo)目標(biāo)定位，即在營(yíng)銷(xiāo)過(guò)程中，應(yīng)達(dá)到哪些目標(biāo)，諸如銷(xiāo)售量、銷(xiāo)售額、市場(chǎng)占有率、產(chǎn)品特色、產(chǎn)品價(jià)格、質(zhì)量標(biāo)準(zhǔn)、促銷(xiāo)方法、目標(biāo)利潤(rùn)等。
    ②目標(biāo)市場(chǎng)與營(yíng)銷(xiāo)組合定位，即酒店必須從掌握環(huán)境條件入手，正確地分析劃分市場(chǎng)，在充分了解部分對(duì)手狀況和消費(fèi)者特點(diǎn)的前提下，設(shè)定本酒店銷(xiāo)售和服務(wù)的對(duì)象。同時(shí)，酒店應(yīng)該將既定的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略加以展開(kāi)，確定市場(chǎng)營(yíng)銷(xiāo)組合，把產(chǎn)品、價(jià)格、銷(xiāo)售渠道和促銷(xiāo)方法等納入統(tǒng)一的規(guī)定實(shí)施，以最大限度地有效利用人員、時(shí)間和資金，使市場(chǎng)營(yíng)銷(xiāo)活動(dòng)達(dá)到最佳效果。
    ③酒店形象定位。酒店形象是一個(gè)完整的理念系統(tǒng)，它不僅包括酒店市場(chǎng)營(yíng)銷(xiāo)在社會(huì)和公眾心目中的形象和聲譽(yù)，而且還包括產(chǎn)品、商標(biāo)的形象和聲譽(yù)。上述三方面定位是一個(gè)統(tǒng)一的整體，是相互聯(lián)系和相互影響的，其中以酒店想想定位層次最高，難度也最大，因?yàn)榫频晷蜗箅m然可以由酒店自己來(lái)設(shè)計(jì)和塑造，但酒店形象的接受者和評(píng)價(jià)者只能是社會(huì)公眾。
（二）、市場(chǎng)定位方法
    酒店市場(chǎng)定位必須從以下幾個(gè)方面著手：
    ①要做好酒店形象的調(diào)查，了解社會(huì)公眾對(duì)本酒店的認(rèn)識(shí)、依賴(lài)和好感程度，了解人們對(duì)酒店總體形象的評(píng)價(jià)。其具體方法是通過(guò)社會(huì)公眾對(duì)產(chǎn)品質(zhì)量的滿(mǎn)意，對(duì)服務(wù)質(zhì)量的認(rèn)可，對(duì)酒店實(shí)力的依賴(lài)，對(duì)酒店信譽(yù)的肯定等方面的因素來(lái)評(píng)價(jià)。
    ②酒店形象定位要切合實(shí)際，要能吸引社會(huì)公眾，符合社會(huì)發(fā)展變化的趨勢(shì)，符合公眾的心理需求，符合酒店自身發(fā)展的需要，要求不要過(guò)高，但要有創(chuàng)新，便于操作。
    ③酒店形象定位策略運(yùn)用要正確，必須以酒店在市場(chǎng)上所處的地位來(lái)制定相應(yīng)的策略。一般來(lái)說(shuō)，如果酒店在市場(chǎng)上已處于領(lǐng)先地位，酒店形象已植根于消費(fèi)者心中，酒店就不應(yīng)輕易改變自己在消費(fèi)者心中已確定的地位，而應(yīng)進(jìn)一步增進(jìn)社會(huì)公眾對(duì)酒店的了解和好感，擴(kuò)大自己的影響；如果酒店是挑戰(zhàn)者，則應(yīng)該弄清楚自己的策略目標(biāo)和策略方法，找到差異，獨(dú)樹(shù)一幟，提升酒店在社會(huì)公眾心目中的形象。
（三）市場(chǎng)定位的策略
1.競(jìng)爭(zhēng)性定位策略
     也稱(chēng)避強(qiáng)定策略，是指酒店根據(jù)自身實(shí)力，為了戰(zhàn)據(jù)較好的市場(chǎng)位置，不惜與市場(chǎng)上占支配地位的、實(shí)力較強(qiáng)的競(jìng)爭(zhēng)者發(fā)生沖突，從而達(dá)到使自己的產(chǎn)品進(jìn)入與競(jìng)爭(zhēng)者相同的市場(chǎng)位置的目的。
2.拾遺補(bǔ)缺定位策略
    也稱(chēng)避強(qiáng)定位策略，是指酒店盡量避免與實(shí)力較強(qiáng)的競(jìng)爭(zhēng)者發(fā)生直接競(jìng)爭(zhēng)，而將自己的產(chǎn)品定位于另一個(gè)市場(chǎng)區(qū)域內(nèi)，使自己產(chǎn)品的某些屬性或特征與較強(qiáng)的競(jìng)爭(zhēng)者有比較明顯的區(qū)別。
3.突出特色定位策略
    它是指酒店通過(guò)分析時(shí)候才中現(xiàn)有產(chǎn)品的定位狀況，尋找新的具有鮮明特色的市場(chǎng)位置。
   
The public mind the image of the hotel, market targeting and positioning strategy
(A), the content market positioning
    Market positioning in the marketing of the hotel, according to consumer needs and psychological characteristics, determine its own characteristics and status, to conquer and to attract consumers. Such a positioning in the marketing strategy include the following steps:
    ① marketing positioning of the target, in the marketing process, which goals should be achieved, such as sales, sales, market share, product features, product prices, quality standards, promotion methods, the target profit.
    ② target market and marketing mix, positioning, and that the hotel must start from the grasp of environmental conditions, the correct analysis to divide up the market, under the premise of full understanding of the part of the opponent status and consumer characteristics, the setting of the hotel sales and service targets. The same time, the hotel should be established marketing strategy to expand it, to determine the marketing mix, product, price, distribution channels and promotional methods included in the implementation of the provisions of the uniform in order to maximize the effective use of staff time and money, so that marketing activities to achieve the best results.
    ③ image of the hotel location. The image of the hotel is a complete system of philosophy, it includes not only hotel in the eyes of the community and the public image and reputation, but also the image and reputation of the product, the trademark. Positioning of these three areas is a unified whole, are interrelated and influence each other, in which to think about positioning the highest level, the difficulty to the hotel the largest image of the hotel by the hotel themselves to design and shape, but the recipient of the image of the hotel and evaluators can only be the public.
(B), the market positioning method
    The hotel market position from the following aspects:
    (1) to do the investigation of the image of the hotel, to understand the public understanding of the hotel, dependence and positive feeling of the hotel's overall image evaluation. The specific method is recognized by the public satisfied with the quality of products, the quality of service, the hotel strength dependence to evaluate the credibility of the hotel certainly other aspects of the factors.
    2 image of the hotel location to be realistic, to be able to attract the public, in line with the trends of social development, in line with the psychological needs of the public, in line with the hotel's own development needs and asked not to be too high, but must be innovative, easy to operate.
    The ③ image of the hotel positioning strategies to be correct, and the status to the hotel in the market to develop appropriate strategies. In general, if the hotel in the market leading position in the image of the hotel has been rooted in the minds of consumers, the hotel should not easily change the position in the minds of consumers have been identified, but should further enhance the public understanding of the hotel to expand their influence and goodwill; if the hotel is the challenger, you should figure out their own strategic objectives and strategies to find differences, unique, and enhance the hotel's image in the eyes of the public.
(C) market positioning strategy
A competitive positioning strategy
     Also known to avoid strong strategy, the hotel under its own power, in order to war, according to the good market position, at the on the market dominated by the stronger competitors in conflict, so as to achieve to make their products to enter and competition The purpose of the same market position.
(2) Strategic decisions on positioning strategy
    Also known to avoid the strong positioning strategy refers to the hotel to avoid direct competition with strong competitors, while positioning their products in another market area, some of the attributes or characteristics of their products with strong competitive The obvious difference.
Three prominent characteristics of positioning strategy
    It refers to the positioning of existing products by analyzing the time, the hotel was in, to find a new market position with distinct characteristics.