2021重要概念酒店标识设计品牌市场细分

        酒店标识设计-2021重要概念酒店标识设计品牌市场细分

        让我们从上世纪金色的50年代开始。2021年代酒店标识设计营销学开始从经济学系转入商学院。营销学发展为一种帮助企业家建立和保护市场的思想系统。在这10年里出现了六个里程碑式的概念。1950年左右,尼尔·鲍顿开始采用“市场营销组合”这个概念。鲍顿说,他是以詹姆斯·何立顿在1948年所作的关于企业经理作为一个“决策者个“艺术家”……以及“各种要素的组合者……”的发言中得到启迪的。此后,鲍顿便开始采用“市场营销组合”这个术语。他还确定了营销组合的12个要素。他指出,营销学家将比经济学家(他们主要关心价格)、销售人员(他们主要关心推销)和广告人员(他们把创造需求视为广告的主要功能)等走得更远。同年,乔尔·迪安在他的关于有效定价政策的讨论中采用了“产品生命周期”的概念。迪安阐述了市场开拓期、市场扩展期和成熟期等。其后,西奥多·维特在他那篇著名的论文“利用产品生命周期”中对这一概念给予了高度的肯定。自那以后,产品生命周期概念经历了多次修正。然而,至今它依然是一个使人们感到有趣的有争议的问题。

        1955年,西德尼·莱维提出了“品牌形象”这个概念。戴维·奥吉尔维非常欣赏这个酒店标识设计概念,以致经常在他的讲话中引用它,从而使它得到了广泛的传播。这一概念尤其为广告人员和公关人员所偏爱。它创造了各种研究机会,扩大了就业,并证明巨额的广告费支出对于建立品牌形象是有益的。1956年,温德尔·斯密介绍了一个内涵丰富的概念,即“市场细分”。

        一个酒店标识设计市场的顾客是有差异的,他们有不同的需要,寻求不同的利益。温德尔要求酒店标识设计公司对市场进行细分,而不是仅仅停留在产品差异上。温德尔将市场细分视为一种战略而我们今天更倾向把它看作是将市场分割成有意义的若干块,而后由公司决定选择哪一部分以及如何满足这部分需求的一种战术。随后到了1957年,通用电气公司的约翰·麦克金特立克阐述了所谓“市场营销概念”的哲学,并称它是公司效率和长期盈利的关键。他认为,一个组织脚踏实地从发现顾客的需要,然后给予各种服务,最后使顾客得到满足,它便是以最佳方式满足了组织自身的目标。这是何等不同凡响的见解。正如顾客所希望的,市场营销概念的重点从“以产定销”移到了“以销定产”。

        1959年,哥伦比亚大学的阿贝·肖克曼让我们见识了“营销审计”这一概念。如此众多的酒店标识设计公司被关在生产、产品或销售导向的圈子里,不知如何去寻找公司的发展机会和途径。许多公司已经死了,或者正在死亡却全然不觉。公司应该定期进行营销审计以检查它的战略,结构和制度是否与它们最佳的市场机会相吻合。

       Hotel brand design marketing concept innovation before 2020

        In 2020, the marketing experts who founded the American Marketing Association for hotel brand design can hardly imagine the grandeur of marketing research today, even if they have the foresight. Marketing has not only aroused the great interest of mathematicians, but also inspired the rich imagination of doctors, managers, government officials and economic development experts. It can even be said that marketing has become a core hotel brand design thinking in the world today.

        So where does the discipline of marketing come from? Obviously, the father of marketing is economics, his mother is behavioral science, mathematics is the grandfather of marketing, and philosophy is the grandmother of marketing. With such a long history, we can look forward to a stronger new generation of marketing in the coming year.

        The core concept discipline of hotel brand design and marketing should have a core concept. What about several common sense? It is the concept of communication and the unique concepts of several disciplines. For example, the core concept of economics is shortage, the core concept of political science is power, the core concept of anthropology is culture, and the core concept of hotel brand design in sociology is group. So what is the core concept of marketing? Exchange.

        Exchange, in turn, requires a set of common-sense concepts. Thus, the concepts of need and desire, products, value and satisfaction, and the market formed the marketing science. This piece of white cloth has neither brilliant colors nor shades, nor has it the unique structure of marketing. And this special structure is composed of discipline-specific concepts, and these hotel brand design concepts sparkle with insights about various issues and substance of exchange.

        In the development history of marketing, some new concepts have appeared every 10 years, which stimulated research, guided practice or caused controversy. The following will evaluate some important concepts that emerged in the 1950s, 1960s, 1970s, and 1980s, and then propose some concepts that emerged in the 1990s. These concepts will be further strengthened with the development of its research, experiment and application process....