由迈点旅游研究院、先之酒店管理学院和国际饭店业职业经理人协会(IHMA)联合主办的“品牌·思想·价值——中国酒店业创造性营销研讨会”于2012年12月20日下午在杭州顺利闭幕。

By Wallace point tourism research institute/The first hotel management college and international hotel professional managers association(IHMA)co-hosted"Brand · thought · value -- China's hotel industry creative marketing seminar"In December 2012 and day afternoon in hangzhou smooth closing.

　　本次研讨会聚集了百余位酒店业主、总经理、市场营销高管以及业内专家，大家在轻松活跃的气氛中，将营销价值的主题推到了最高潮。

This symposium brought together more than a hotel owner/The general manager/Marketing executives and industry experts,Everyone in the relaxed and active atmosphere,The theme of the marketing value will be pushed to a climax.

　　最佳东方、先之网、迈点网首席运营官罗钦首先作大会致辞。他表示，在新兴媒体不断涌现的今天，酒店业品牌营销战略也悄然发生转变。“在国内，以微博、微信、微电影等新媒体的形态出现，由于其具有传播速度快、成本低、渗透性强等特点，开始引起酒店人的关注。”他认为，新媒体品牌营销的趋势必将演变成为巨大的浪潮，酒店利用新媒体进行品牌营销则将成为必然。怎样有效地传播酒店信息，提升品牌的知名度和美誉度，创造更高的酒店经营业绩，将成为酒店经营者关注和思考的重点。

Best Oriental/The first and/Wallace point network LuoQin first chief operating officer for the speech.He said,In the emerging media constantly emerging today,The hotel industry brand marketing strategy also quietly change."In China,With small bo/Micro letter/Micro films and other new media form,Since it has spread faster/Low cost/The characteristics of high permeability,Began to attract the attention of the people."He thinks,New media brand marketing trend will evolve into huge waves,The use of new media brand marketing will become inevitable.How to effectively spread the hotel information,Promote the brand visibility and reputation,Create higher hotel business performance,Hotel operators will become the focus of attention and consideration.

　　随后，著名酒店营销管理专家何建民教授在会上做专题讲座。他将酒店创造性营销的四个重点——案例、理念、问题和方法进行了详细解析。首先是案例，即通过案例为创造性营销树立标杆，何教授分享了国内外酒店和其他行业中优秀企业的经典营销案例，给大家在酒店创造性营销方面一个新的启迪。其次是营销理念，即做酒店营销要注意差异性，对此他有三个观点：第一，在做品牌营销时要注重“品质+品牌”这个概念;第二，要充分融入当地体验;第三，要从旅游者身、心、灵等多方面的综合需求入手。然后讲到问题，即酒店营销要善于抓住关键问题，做好危机防范预案营销。最后是方法，即在同质化竞争加剧的情况下，要先保证酒店有稳定的回头客。

then,Famous hotel marketing management expert professor at the meeting HeJianMin seminar.He will hotel creative marketing four key - case/concept/Problems and methods for the detailed analysis.The first is the case,That is, through the case for creative marketing set up the pole,Professor he Shared the hotel and other industry at home and abroad excellent enterprise in the classical marketing case,To everyone in the hotel creative marketing a new enlightenment.Second is the marketing concept,That is to do the hotel marketing must pay attention to the difference,This he has three point of view:The first,In brand marketing, want to notice"Quality + brand"This concept;The second,To fully integrated into the local experience;The third,Tourists from the body/heart/Spirit and other aspects of the comprehensive demand.Then talked about problems,That is the hotel marketing must be good at catch the key problem,Do crisis prevention plan marketing.The method,Namely in the homogenization of competition situation,Want to ensure that the hotel have a stable repeat.

　　作为大会最重要的环节之一，温德姆酒店集团全国华美达酒店市场营销协会副理事长夏彬彬先生、君澜酒店集团市场营销总监陈莺女士、布丁酒店连锁集团市场总监章蔚女士三位嘉宾围绕“酒店实战营销面对面”的话题展开了讨论，何建民教授做精彩点评。夏彬彬认为，没有集团的支持，单体酒店的销售就需要利用单体联盟，以实现销售策略和渠道的共享;章蔚透露，布丁酒店未来将以微博、微信和APP三大利器继续网络营销，并由PC端向移动端转型;陈莺认为，微博营销是时势所趋，最终目的不在转发量，提升酒店品牌影响力和粉丝活跃度，才是君澜的追求。何建民最后总结了三个关键词和九个要点。三个关键词分别是新市场、新营销和新产品;九个要点分别是：知道你，了解你，选择你，便于购买，享受你，忠于你，联合营销，注意细分市场，缺什么补什么。

As the one of the most important link,Wyndham hotel group the ramada hotel marketing association vice President Mr. XiaBinBin/Jun billows hotel group marketing director ChenYing lady/Pudding hotel chain group marketing director ZhangWei lady three guests around"Hotel practical marketing face to face"Topics are discussed,Professor HeJianMin wonderful comments.XiaBinBin think,Without the support of the group,Monomer hotel sales will need to use a single union,In order to realize the sharing of the sales strategy and channel;ZhangWei revealed,Pudding hotel future micro bo/Micro and APP three edge tool continue to network marketing,And the PC to mobile end transformation;ChenYing think,Micro Po marketing is the trend of The Times which way,Ultimate goal is not forwarding quantity,Ascension hotel brand influence and fans active degree,Prince is the pursuit of atoms.HeJianMin finally summarized the three key words and nine points.Three key words were new market/The new marketing and new products;Nine points are respectively:Know you,Know you,Choose your,Easy to buy,Enjoy your,Loyal to you,Joint marketing,Pay attention to market segments,Lack what fill what.

　　另外，乐宿客总经理周浩、慧评网执行董事孙轶平也先后在会上发言，向与会嘉宾介绍了他们是如何将自身产品融入到酒店营销推广中并为酒店创造营收的。最后，罗钦对全体来宾的出席以及大家一如既往对迈点网、先之网的支持表示感谢。

In addition,Music lodge guest ZhouHao general manager/The evaluation of network executive director SunYiPing also successively speak at the meeting,To the attendees introduces how they will own the product into the hotel marketing promotion and for the hotel to create a revenue.finally,LuoQin to all guests to attend, and we continue to Wallace point network/The first and thank you support.