酒店產(chǎn)品的競(jìng)爭(zhēng)在于酒店產(chǎn)品定價(jià)策略

酒店產(chǎn)品的競(jìng)爭(zhēng)在于酒店產(chǎn)品定價(jià)策略
休布雷公司巧定酒價(jià)
    休布雷公司在美國(guó)伏特加酒的市場(chǎng)中，屬于營(yíng)銷出色的公司。其生產(chǎn)的史密諾夫酒，在伏特加酒的市場(chǎng)占有率達(dá)23%。20世紀(jì)60年代，另一家公司推出一種新型伏特加酒，其質(zhì)量不比史密諾夫酒差，每瓶?jī)r(jià)格卻比它低一美元。
    按照慣例，休布雷公司的面前有三條對(duì)策可用：
   （1）降價(jià)一美元，以保證市場(chǎng)占有率。
   （2）維持原價(jià)，通過(guò)增加廣告費(fèi)用和推銷支出來(lái)與競(jìng)爭(zhēng)對(duì)手競(jìng)爭(zhēng)。
   （3）維持原價(jià)，聽(tīng)任其市場(chǎng)占有率降低。
    由此看出，不論該公司采取上述哪種策略，休布雷公司似乎輸定了。
    但是，該公司在酒店市場(chǎng)營(yíng)銷人員經(jīng)過(guò)深思熟慮后，卻采取了讓對(duì)方意想不到的第四種策略。那就是，將史密諾夫酒的價(jià)格再提高一美元，同時(shí)推出與競(jìng)爭(zhēng)對(duì)手的新伏特加酒價(jià)格一樣的瑞色加酒和另一種價(jià)格更低的波波酒。
    這種產(chǎn)品價(jià)格策略，一方面提高了史密諾夫酒的地位，同時(shí)使競(jìng)爭(zhēng)對(duì)手新產(chǎn)品淪為一種普通的品牌。結(jié)果，休布雷不僅渡過(guò)了難關(guān)，而且利潤(rùn)大增。實(shí)際上，休布雷公司的上述三種產(chǎn)品的價(jià)格的味道和成本幾乎相同，只是該公司懂得以不同的價(jià)格來(lái)銷售相同產(chǎn)品的策略而已。
    思考與習(xí)題
 ①通過(guò)上述案例可以看出，產(chǎn)品的定價(jià)會(huì)受哪些因素的影響？
 ②價(jià)格是怎么影響產(chǎn)品的銷售的？案例中休布雷公司的成功之處在什么地方？
 ③在當(dāng)?shù)卣胰彝愋偷木频?，比較它們之間產(chǎn)品的價(jià)格以及銷售情況，試分析它們所制定的價(jià)格是否合理，可以采取哪些策略使酒店的經(jīng)營(yíng)狀況更好。
Hotel product competition is that a hotel pricing strategy
Hugh Bradley's clever set wine prices
    Hugh Bray companies in the U.S. vodka market, excellent marketing company. The Smirnov wine, its production in the vodka market share of 23%. In the 1960s, another company launched a new vodka, its quality is not 比史密諾夫 wine differential per bottle than the price of one U.S. dollar.
    In accordance with the practice, off-mine-laying in front of three countermeasures are available:
   (1) the price of one U.S. dollar in order to ensure market share.
   (2) to maintain the original price, by increasing the cost of advertising and marketing expenses to compete with competitors.
   (3) to maintain the original price, allowed to reduce its market share.
    This shows that, regardless of the company to take such kind of strategy, Hugh Bradley seemed to lose.
    However, the company's marketing staff, after careful consideration, but to take the other side an unexpected fourth strategy. That Smirnov wine prices to improve with the introduction of new vodka prices with competitors like the lovely color of wine and another price lower wave wine.
    This product pricing strategy, on the one hand the status of the Smirnov wine, while allowing competitors of new products to be reduced to a common brand. Results, Hugh Bradley not only weathered the storm, the profits are greatly increased. In fact, the taste of Hugh Bradley of the three product prices and cost almost the same, only the company knows a different price to sell the same product strategy.
    Thinking and Problems
 1 the above case can be seen, the pricing of the product will be affected by which factors?
 ② price is how to affect the sales of the product? Hugh Bradley in the case of the company's success in what areas?
 ③ at a local hotel to find three of the same type, compare prices and sales of products between them and try to analyze whether the price is reasonable, developed by them and which strategies can be taken to make the operating conditions of the hotel better.