酒店標(biāo)識(shí)設(shè)計(jì)-2021重要概念酒店標(biāo)識(shí)設(shè)計(jì)品牌市場(chǎng)細(xì)分

        讓我們從上世紀(jì)金色的50年代開始。2021年代酒店標(biāo)識(shí)設(shè)計(jì)營銷學(xué)開始從經(jīng)濟(jì)學(xué)系轉(zhuǎn)入商學(xué)院。營銷學(xué)發(fā)展為一種幫助企業(yè)家建立和保護(hù)市場(chǎng)的思想系統(tǒng)。在這10年里出現(xiàn)了六個(gè)里程碑式的概念。1950年左右,尼爾·鮑頓開始采用“市場(chǎng)營銷組合”這個(gè)概念。鮑頓說,他是以詹姆斯·何立頓在1948年所作的關(guān)于企業(yè)經(jīng)理作為一個(gè)“決策者個(gè)“藝術(shù)家”……以及“各種要素的組合者……”的發(fā)言中得到啟迪的。此后,鮑頓便開始采用“市場(chǎng)營銷組合”這個(gè)術(shù)語。他還確定了營銷組合的12個(gè)要素。他指出,營銷學(xué)家將比經(jīng)濟(jì)學(xué)家(他們主要關(guān)心價(jià)格)、銷售人員(他們主要關(guān)心推銷)和廣告人員(他們把創(chuàng)造需求視為廣告的主要功能)等走得更遠(yuǎn)。同年,喬爾·迪安在他的關(guān)于有效定價(jià)政策的討論中采用了“產(chǎn)品生命周期”的概念。迪安闡述了市場(chǎng)開拓期、市場(chǎng)擴(kuò)展期和成熟期等。其后,西奧多·維特在他那篇著名的論文“利用產(chǎn)品生命周期”中對(duì)這一概念給予了高度的肯定。自那以后,產(chǎn)品生命周期概念經(jīng)歷了多次修正。然而,至今它依然是一個(gè)使人們感到有趣的有爭(zhēng)議的問題。

        1955年,西德尼·萊維提出了“品牌形象”這個(gè)概念。戴維·奧吉爾維非常欣賞這個(gè)酒店標(biāo)識(shí)設(shè)計(jì)概念,以致經(jīng)常在他的講話中引用它,從而使它得到了廣泛的傳播。這一概念尤其為廣告人員和公關(guān)人員所偏愛。它創(chuàng)造了各種研究機(jī)會(huì),擴(kuò)大了就業(yè),并證明巨額的廣告費(fèi)支出對(duì)于建立品牌形象是有益的。1956年,溫德爾·斯密介紹了一個(gè)內(nèi)涵豐富的概念,即“市場(chǎng)細(xì)分”。

        一個(gè)酒店標(biāo)識(shí)設(shè)計(jì)市場(chǎng)的顧客是有差異的,他們有不同的需要,尋求不同的利益。溫德爾要求酒店標(biāo)識(shí)設(shè)計(jì)公司對(duì)市場(chǎng)進(jìn)行細(xì)分,而不是僅僅停留在產(chǎn)品差異上。溫德爾將市場(chǎng)細(xì)分視為一種戰(zhàn)略而我們今天更傾向把它看作是將市場(chǎng)分割成有意義的若干塊,而后由公司決定選擇哪一部分以及如何滿足這部分需求的一種戰(zhàn)術(shù)。隨后到了1957年,通用電氣公司的約翰·麥克金特立克闡述了所謂“市場(chǎng)營銷概念”的哲學(xué),并稱它是公司效率和長期盈利的關(guān)鍵。他認(rèn)為,一個(gè)組織腳踏實(shí)地從發(fā)現(xiàn)顧客的需要,然后給予各種服務(wù),最后使顧客得到滿足,它便是以最佳方式滿足了組織自身的目標(biāo)。這是何等不同凡響的見解。正如顧客所希望的,市場(chǎng)營銷概念的重點(diǎn)從“以產(chǎn)定銷”移到了“以銷定產(chǎn)”。

        1959年,哥倫比亞大學(xué)的阿貝·肖克曼讓我們見識(shí)了“營銷審計(jì)”這一概念。如此眾多的酒店標(biāo)識(shí)設(shè)計(jì)公司被關(guān)在生產(chǎn)、產(chǎn)品或銷售導(dǎo)向的圈子里,不知如何去尋找公司的發(fā)展機(jī)會(huì)和途徑。許多公司已經(jīng)死了,或者正在死亡卻全然不覺。公司應(yīng)該定期進(jìn)行營銷審計(jì)以檢查它的戰(zhàn)略,結(jié)構(gòu)和制度是否與它們最佳的市場(chǎng)機(jī)會(huì)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....