市場(chǎng)調(diào)研酒店產(chǎn)品需求導(dǎo)向定價(jià)法
    需求導(dǎo)向定價(jià)法不再是以成本為基礎(chǔ)，而是以顧客對(duì)酒店產(chǎn)品的理解和認(rèn)識(shí)程度為依據(jù)進(jìn)行定價(jià)。需求導(dǎo)向定價(jià)法是市場(chǎng)導(dǎo)向觀念的產(chǎn)物，它主要包括理解價(jià)值定價(jià)法和需求差別定價(jià)法。
1.理解價(jià)值定價(jià)法
    理解價(jià)值定價(jià)法是根據(jù)顧客認(rèn)知的酒店產(chǎn)品價(jià)值以及對(duì)價(jià)值的肯定程度的高低來(lái)進(jìn)行定價(jià)。這種方法認(rèn)為，某一酒店產(chǎn)品在市場(chǎng)上的價(jià)格和該酒店產(chǎn)品定價(jià)的質(zhì)量、服務(wù)水平等，在顧客的心目中都有一定的價(jià)值。酒店銷售自己產(chǎn)品的價(jià)格和顧客的認(rèn)知價(jià)值是否一致是酒店的產(chǎn)品能否順利銷售出去的關(guān)鍵，因此，如果一家酒店想采用這種方法來(lái)為自己的產(chǎn)品進(jìn)行定價(jià)，必須做到以下兩點(diǎn)：
   （1）酒店產(chǎn)品的價(jià)格要盡量的向顧客的主觀認(rèn)知去靠攏。這就需要酒店運(yùn)用各種市場(chǎng)調(diào)研的手段以及營(yíng)銷的經(jīng)驗(yàn)，盡可能全面地收集顧客對(duì)自己酒店產(chǎn)品價(jià)格的評(píng)價(jià)，從而為本酒店制定一個(gè)合理的產(chǎn)品價(jià)格提供有力的支持和依據(jù)。
   （2）酒店要盡量改變顧客的主觀價(jià)值評(píng)價(jià)，這就需要酒店運(yùn)用各種市場(chǎng)宣傳手段，對(duì)顧客進(jìn)行合理的適度的引導(dǎo)，從而在一定程度上改變顧客既定的價(jià)值評(píng)判標(biāo)準(zhǔn)，并對(duì)酒店所制定的現(xiàn)行價(jià)格認(rèn)可。
    但是，應(yīng)該指出，現(xiàn)在又很多酒店并不采用這種定價(jià)方法，他們?cè)诙▋r(jià)的時(shí)候還是不自覺地參照其他同檔酒店的產(chǎn)品的銷售價(jià)格，這樣一來(lái)，各個(gè)酒店的產(chǎn)品在無(wú)形之中就存在著一種比價(jià)關(guān)系，這種比價(jià)關(guān)系的基礎(chǔ)就是認(rèn)知價(jià)值。
2.需求差別定價(jià)法
    需求差別定價(jià)法的基礎(chǔ)理論是對(duì)用一個(gè)產(chǎn)品或者服務(wù)，制定出兩種或多種價(jià)格，運(yùn)用在各個(gè)需求強(qiáng)度不同的細(xì)分市場(chǎng)上。例如，北京著名的十幾家五星級(jí)酒店都有不同檔次的客房標(biāo)準(zhǔn)門市價(jià)，以滿足不同類顧客的需求，比如別針對(duì)外國(guó)友人、華人以及港澳臺(tái)同胞等進(jìn)行定價(jià)。如果在不存在競(jìng)爭(zhēng)的情況下，決定差價(jià)的原則是以獲得最實(shí)際利益，同時(shí)又不會(huì)引起顧客的不滿為標(biāo)準(zhǔn)。如果在有競(jìng)爭(zhēng)的情況下，一些酒店運(yùn)用這種方法，把自己的最低等級(jí)的價(jià)格定到比競(jìng)爭(zhēng)對(duì)手的最低價(jià)格還要低，這樣一來(lái)，不僅可以使得自己在酒店在市場(chǎng)競(jìng)爭(zhēng)之中處于有利地位，又可以獲得較高的經(jīng)濟(jì)效益。但是，酒店在使用需求差別定價(jià)法的時(shí)候要注意以下幾個(gè)問(wèn)題：
   （1）等級(jí)差價(jià)是按質(zhì)論價(jià)的原則的具體運(yùn)用。酒店客房各個(gè)方面的水平不同，比如面積、裝潢、位置、朝向、結(jié)構(gòu)以及內(nèi)部的設(shè)施設(shè)備，都應(yīng)該反映在價(jià)格的差別上，因此價(jià)格分等應(yīng)該可以體現(xiàn)出客房的等級(jí)，要使顧客相信客房的定價(jià)的差別是合情合理的。
   （2）等級(jí)差別的差價(jià)大小要適宜。這是說(shuō)在酒店內(nèi)部不同等級(jí)的客房的價(jià)格不要相差太多，如果相差太大的話，會(huì)使不同的客人產(chǎn)生不同的心理情緒，住高檔客房的顧客可能會(huì)覺得自己的消費(fèi)太高了，而住抵擋客房的顧客有可能產(chǎn)生自卑的心態(tài)，從而使酒店的高檔和抵擋市場(chǎng)都產(chǎn)生不良的影響。另外，有的酒店采用固定的差價(jià)來(lái)確定不同等級(jí)的房間，比如，三個(gè)等級(jí)分為100元、90元和80元。相鄰的兩個(gè)等級(jí)的差價(jià)均為固定的10元。還有的酒店采用相等的百分比差價(jià)來(lái)確定價(jià)格，比如五個(gè)等級(jí)的房?jī)r(jià)分別是100元、120元、144元、173元、243元。相鄰的等級(jí)的差價(jià)均為20%，這樣，較低的幾種房?jī)r(jià)之間的差額比較小，在酒店供給緊張時(shí)，原先要接受100元房?jī)r(jià)的客人便可以去接受120元的產(chǎn)品。而對(duì)于選擇高價(jià)的酒店客房者來(lái)說(shuō)，又不會(huì)過(guò)于計(jì)較酒店房間的價(jià)格，酒店將價(jià)格定得較高一點(diǎn)對(duì)他們的入住也不會(huì)有什么影響。很顯然，這兩種方法里，后者有明顯的競(jìng)爭(zhēng)優(yōu)勢(shì)。
   （3）酒店房?jī)r(jià)差別定價(jià)方法要與市場(chǎng)細(xì)分相聯(lián)系。比如說(shuō)商務(wù)散客就對(duì)價(jià)格挑剔較少，一般來(lái)說(shuō)，散客房?jī)r(jià)要比團(tuán)隊(duì)房?jī)r(jià)高出10%到20%，因此，旅游接待酒店和商務(wù)型酒店就要根據(jù)各自接待的對(duì)象定出合乎實(shí)際的差價(jià)，具體評(píng)估自己酒店的客源市場(chǎng)收水平之后，在制定符合自己酒店市場(chǎng)定位的合理價(jià)格，進(jìn)而鞏固自己在細(xì)分市場(chǎng)的地位并提升形象。

Market research hotel product demand-oriented pricing
    Demand-oriented pricing is no longer based on the cost-based pricing, but based on customer understanding and knowledge of hotel products. Demand-oriented pricing concept of market-oriented product, which includes the understanding of the value of pricing and demand for differential pricing method.
(1) understand the value pricing
    Understand the value pricing is based on consumers' perception of the hotel product value and recognize the value of the level of pricing. This method, the price of a hotel product in the market and the product quality, service levels, in the eyes of the customer has a certain value. Hotel sales price of their products and customer perceived value is consistent with the hotel's products successful sell out of key, so if a hotel would like to use this approach to pricing of their products, you must do the following two :
   (1) the price of the hotel product to try to move closer to the subjective perception of the customer. This requires hotels to use a variety of means of market research and marketing experience, and as comprehensively as possible to collect the customer's evaluation of their hotel price, in order to develop the hotel with a reasonable price to provide strong support and the basis for
   (2) Hotel to try to change the customer's subjective valuation, which requires the hotel to use a variety of marketing tools, reasonable and modest guide the customer to change the customer's established value criteria, and thus to a certain extent, and Hotel to develop the existing price of recognition.
    However, it should be pointed out that now many hotels do not use this pricing method, pricing or unconsciously refer to the sales price of the products of other hotels with the file, so that the products of each hotel in the invisible there is a parity this parity relationship is based on perceived value.
(2) demand differential pricing
    The basic theory of the demand differential pricing a product or service, and work out two or more prices, the use of different market segments in the various demand intensity. For example, the famous more than a dozen five-star hotel has rooms of different grades of standard Rack Rate, to meet different customer needs, such as pricing for foreigners, the Chinese and Hong Kong, Macao and Taiwan compatriots do not. If in case there is no competition, decided to spread the principles are the most practical interests, while not caused by customer dissatisfaction as a standard. If you have a competition, some hotels use this method, the lowest level of price lower than the lowest competitor's price, so that not only can make their own among the competition in the market is in the hotel an advantageous position, they can obtain a higher economic efficiency. However, the hotel in the demand differential pricing to pay attention to the following questions:
   (1) Level difference is the concrete application of the principle according to quality. Hotel rooms in all aspects of different levels, such as size, decor, location, orientation, structure and internal facilities and equipment should be reflected in the price difference between the price classification should reflect the room level, make the customer believe that the rooms The difference between the pricing is reasonable.
   (2) the difference between size of the level of difference to be appropriate. This is the different levels within the hotel room prices do not differ too much, much different, make different guests have different psychological and emotional, and live in high-end rooms, customers may feel their own consumption is too high, while the The rooms of housing to withstand the customer may have low self-esteem mentality, so that the high-end hotel and resist market have an adverse effect. In addition, some hotels with a fixed difference to determine the different levels of room, for example, the three levels is divided into 100 yuan, 90 yuan and 80 yuan. The difference of the two adjacent grades are fixed $ 10. Some hotels to determine the price equal to the percentage difference, for example, five levels of housing prices is 100 yuan, 120 yuan, 144 yuan, 173 yuan, 243 yuan. The difference of the adjacent grade are 20%, this way, the difference between the lower some prices is relatively small, tight supply in the hotel, guests originally received 100 yuan house prices will be able to receive 120 yuan of products . As for the choice of high-priced hotel rooms who, without too much care about the hotel room rates, hotel price high point of their stay would not have any impact. Obviously, these two methods, the latter has a clear competitive advantage.
   (3) hotel rates differential pricing method to be linked with market segmentation. For example, on the business FIT price picky less, in general, better prices than the team prices 10 percent to 20 percent higher, so the tourist hotels and business hotels should be based on their reception of the object set out in line with the actual difference, the specific assessment of the source markets, income level of their hotel in the formulation of the reasonable price of the hotel market positioning, thereby strengthening their position in the market segments and enhance the image.