2020年代后期至2021年代的營銷理論新發(fā)展

        2020年,美國酒店市場(chǎng)營銷協(xié)會(huì)(AMA)對(duì)酒店市場(chǎng)營銷賦予新的定義,它與2021年解釋的原有定義的最大區(qū)別是拓展了市場(chǎng)營銷的領(lǐng)域,即市場(chǎng)營的營銷不僅僅限于企業(yè)的活動(dòng),可以擴(kuò)展到非營利性新定義解釋產(chǎn)品的事業(yè)組織與公共機(jī)構(gòu)等。

        營銷概念已不限于有形的物質(zhì)產(chǎn)品及勞一、新定義對(duì)酒店標(biāo)識(shí)產(chǎn)品概念的變革同不務(wù),還應(yīng)包括觀新定義解釋酒店標(biāo)識(shí)產(chǎn)品的概念已不限于有形的物質(zhì)念、思想等社會(huì)行產(chǎn)品及勞務(wù),還應(yīng)包括觀念、思想等社會(huì)行為。為美國的拉夫洛克(Lovelock)和溫伯格(Weinberg)對(duì)此有較系統(tǒng)的闡述。他們認(rèn)為以往的產(chǎn)品概念具有不完全的地方,過于強(qiáng)調(diào)了生產(chǎn)者的側(cè)面。當(dāng)今的產(chǎn)品增加新的內(nèi)涵,即應(yīng)包括為了實(shí)現(xiàn)特定的理想(目標(biāo))或社會(huì)結(jié)果而設(shè)計(jì)的服務(wù)組織的產(chǎn)出物及有計(jì)劃的活。

        這樣,酒店設(shè)計(jì)產(chǎn)品具有了三種形態(tài):有形的物質(zhì)酒店標(biāo)識(shí)設(shè)計(jì)產(chǎn)品、無形的勞務(wù)(服務(wù))、社會(huì)行為(觀念、思想)。前兩種形態(tài)是原來的產(chǎn)品概念所包括的,引人注目的是社會(huì)行為這一新的形態(tài)的提出。社會(huì)行為是一種非常特殊的產(chǎn)品形態(tài),確切地說,在很多場(chǎng)合,最終完成這種產(chǎn)品的是營銷的對(duì)象(消費(fèi)者)。消費(fèi)者根據(jù)某一命令從事行動(dòng),為了產(chǎn)出社會(huì)行為,消費(fèi)者承擔(dān)著個(gè)人的犧牲,使他人及社會(huì)全體得到裨益。

        如為了遵守限制車速的交通規(guī)則標(biāo)識(shí),司機(jī)犧牲了時(shí)間,但是卻可能挽救了他人的生命,減少了交通事故。同樣,禁煙標(biāo)識(shí)這行為對(duì)于吸煙者來說,是很痛苦的,會(huì)造成心理挫折,但是禁煙的實(shí)行,對(duì)于吸煙者的健康及他人的健康卻作出了貢獻(xiàn)。社會(huì)行為這一新的產(chǎn)品形態(tài)超越了生產(chǎn)方與使用方的明確聯(lián)系,使酒店導(dǎo)視設(shè)計(jì)產(chǎn)品的成本與利益之間的對(duì)應(yīng)關(guān)系也有了特殊的表現(xiàn)形式。社會(huì)行為的成本同時(shí)要由個(gè)人負(fù)擔(dān)(個(gè)人犧牲),它的利益卻作為社會(huì)的財(cái)富進(jìn)行擴(kuò)散。

        對(duì)社會(huì)行為盡管可以通過各種法律、規(guī)則強(qiáng)制消費(fèi)者作出犧牲(成本支出),但是根本上應(yīng)以提高消費(fèi)者的覺悟?yàn)槟繕?biāo),況且有的社會(huì)行為也很難強(qiáng)制人們遵守。這樣,運(yùn)用酒店市場(chǎng)營銷的理論與營銷組合策略去達(dá)到這一目標(biāo)就顯得非常必要。

        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.