饭店营销策略.pdf

浅谈饭店营销策略专业：工商管理目录内容摘要...........................................................................................................................................21.针对客源层次的营销策略..............................................................................................................21.1饭店客源层次的划分及作用...................................................................................................21.1.1国外学者对客源层次的划分............................................................................................21.1.2当今中国饭店接待的客源层次.........................................................................................21.1.3客源层次划分与营销的关系............................................................................................21.2产品策略..................................................................................................................................31.2.1硬件策略...........................................................................................................................31.2.2软件策略...........................................................................................................................31.2.3产品差异策略...................................................................................................................32.订价策略........................................................................................................................................42.1订价对客源层次的改变...........................................................................................................42.2订价对客源层次的维护...........................................................................................................42.2.1价格是为需求服务............................................................................................................42.2.2价格/价值概念与顾客.......................................................................................................43.渠道策略.............................................................................................................