营销形酒店创意标识设计的理论新发展

        2020年代后期至2021年代的营销理论新发展

        2020年,美国酒店市场营销协会(AMA)对酒店市场营销赋予新的定义,它与2021年解释的原有定义的最大区别是拓展了市场营销的领域,即市场营的营销不仅仅限于企业的活动,可以扩展到非营利性新定义解释产品的事业组织与公共机构等。

        营销概念已不限于有形的物质产品及劳一、新定义对酒店标识产品概念的变革同不务,还应包括观新定义解释酒店标识产品的概念已不限于有形的物质念、思想等社会行产品及劳务,还应包括观念、思想等社会行为。为美国的拉夫洛克(Lovelock)和温伯格(Weinberg)对此有较系统的阐述。他们认为以往的产品概念具有不完全的地方,过于强调了生产者的侧面。当今的产品增加新的内涵,即应包括为了实现特定的理想(目标)或社会结果而设计的服务组织的产出物及有计划的活。

        这样,酒店设计产品具有了三种形态:有形的物质酒店标识设计产品、无形的劳务(服务)、社会行为(观念、思想)。前两种形态是原来的产品概念所包括的,引人注目的是社会行为这一新的形态的提出。社会行为是一种非常特殊的产品形态,确切地说,在很多场合,最终完成这种产品的是营销的对象(消费者)。消费者根据某一命令从事行动,为了产出社会行为,消费者承担着个人的牺牲,使他人及社会全体得到裨益。

        如为了遵守限制车速的交通规则标识,司机牺牲了时间,但是却可能挽救了他人的生命,减少了交通事故。同样,禁烟标识这行为对于吸烟者来说,是很痛苦的,会造成心理挫折,但是禁烟的实行,对于吸烟者的健康及他人的健康却作出了贡献。社会行为这一新的产品形态超越了生产方与使用方的明确联系,使酒店导视设计产品的成本与利益之间的对应关系也有了特殊的表现形式。社会行为的成本同时要由个人负担(个人牺牲),它的利益却作为社会的财富进行扩散。

        对社会行为尽管可以通过各种法律、规则强制消费者作出牺牲(成本支出),但是根本上应以提高消费者的觉悟为目标,况且有的社会行为也很难强制人们遵守。这样,运用酒店市场营销的理论与营销组合策略去达到这一目标就显得非常必要。

        New developments in marketing theory from the late 2020s to 2021

        In 2020, the American Hotel Marketing Association (AMA) gave a new definition of hotel marketing. The biggest difference between it and the original definition explained in 2021 is that it has expanded the field of marketing, that is, marketing is not limited to corporate marketing. Activities can be extended to non-profit business organizations and public institutions that explain products with new definitions.

        The marketing concept is no longer limited to tangible material products and Lao Yi. The new definition has no effect on the transformation of the concept of hotel logo products. It should also include the new definition explaining that the concept of hotel logo products is no longer limited to tangible material ideas, thoughts and other social activities. Products and services should also include social behaviors such as concepts and ideas. Lovelock and Weinberg of the United States have a more systematic explanation of this. They think that the previous product concepts have incomplete places and overemphasize the side of the producer. Today's products add new connotations, which should include the output and planned activities of service organizations designed to achieve specific ideals (goals) or social results.

        In this way, hotel design products have three forms: tangible material hotel logo design products, intangible labor services (services), and social behaviors (concepts, thoughts). The first two forms are included in the original product concept, and what is striking is the proposal of a new form of social behavior. Social behavior is a very special product form. To be precise, on many occasions, it is the marketing target (consumer) who finally completes this product. Consumers act according to a certain order. In order to produce social behaviors, consumers bear personal sacrifices to benefit others and society as a whole.

        For example, in order to comply with the signs of traffic regulations that restrict speed, drivers sacrifice time, but they may save the lives of others and reduce traffic accidents. Similarly, the act of smoking ban signs is very painful for smokers and can cause psychological frustration, but the implementation of smoking bans has contributed to the health of smokers and the health of others. The new product form of social behavior transcends the clear connection between the producer and the user, and makes the corresponding relationship between the cost and benefits of hotel logo design products have a special manifestation. The cost of social behavior must be borne by individuals at the same time (personal sacrifice), but its benefits spread as social wealth.

        Although various laws and regulations can be used to force consumers to make sacrifices (cost expenditures) for social behaviors, the goal should be to raise consumers' awareness. Moreover, it is difficult to force people to comply with some social behaviors. In this way, it is very necessary to use hotel marketing theory and marketing mix strategy to achieve this goal.