市場調(diào)研酒店產(chǎn)品需求導(dǎo)向定價法
    需求導(dǎo)向定價法不再是以成本為基礎(chǔ)，而是以顧客對酒店產(chǎn)品的理解和認(rèn)識程度為依據(jù)進(jìn)行定價。需求導(dǎo)向定價法是市場導(dǎo)向觀念的產(chǎn)物，它主要包括理解價值定價法和需求差別定價法。
1.理解價值定價法
    理解價值定價法是根據(jù)顧客認(rèn)知的酒店產(chǎn)品價值以及對價值的肯定程度的高低來進(jìn)行定價。這種方法認(rèn)為，某一酒店產(chǎn)品在市場上的價格和該酒店產(chǎn)品定價的質(zhì)量、服務(wù)水平等，在顧客的心目中都有一定的價值。酒店銷售自己產(chǎn)品的價格和顧客的認(rèn)知價值是否一致是酒店的產(chǎn)品能否順利銷售出去的關(guān)鍵，因此，如果一家酒店想采用這種方法來為自己的產(chǎn)品進(jìn)行定價，必須做到以下兩點(diǎn)：
   （1）酒店產(chǎn)品的價格要盡量的向顧客的主觀認(rèn)知去靠攏。這就需要酒店運(yùn)用各種市場調(diào)研的手段以及營銷的經(jīng)驗(yàn)，盡可能全面地收集顧客對自己酒店產(chǎn)品價格的評價，從而為本酒店制定一個合理的產(chǎn)品價格提供有力的支持和依據(jù)。
   （2）酒店要盡量改變顧客的主觀價值評價，這就需要酒店運(yùn)用各種市場宣傳手段，對顧客進(jìn)行合理的適度的引導(dǎo)，從而在一定程度上改變顧客既定的價值評判標(biāo)準(zhǔn)，并對酒店所制定的現(xiàn)行價格認(rèn)可。
    但是，應(yīng)該指出，現(xiàn)在又很多酒店并不采用這種定價方法，他們在定價的時候還是不自覺地參照其他同檔酒店的產(chǎn)品的銷售價格，這樣一來，各個酒店的產(chǎn)品在無形之中就存在著一種比價關(guān)系，這種比價關(guān)系的基礎(chǔ)就是認(rèn)知價值。
2.需求差別定價法
    需求差別定價法的基礎(chǔ)理論是對用一個產(chǎn)品或者服務(wù)，制定出兩種或多種價格，運(yùn)用在各個需求強(qiáng)度不同的細(xì)分市場上。例如，北京著名的十幾家五星級酒店都有不同檔次的客房標(biāo)準(zhǔn)門市價，以滿足不同類顧客的需求，比如別針對外國友人、華人以及港澳臺同胞等進(jìn)行定價。如果在不存在競爭的情況下，決定差價的原則是以獲得最實(shí)際利益，同時又不會引起顧客的不滿為標(biāo)準(zhǔn)。如果在有競爭的情況下，一些酒店運(yùn)用這種方法，把自己的最低等級的價格定到比競爭對手的最低價格還要低，這樣一來，不僅可以使得自己在酒店在市場競爭之中處于有利地位，又可以獲得較高的經(jīng)濟(jì)效益。但是，酒店在使用需求差別定價法的時候要注意以下幾個問題：
   （1）等級差價是按質(zhì)論價的原則的具體運(yùn)用。酒店客房各個方面的水平不同，比如面積、裝潢、位置、朝向、結(jié)構(gòu)以及內(nèi)部的設(shè)施設(shè)備，都應(yīng)該反映在價格的差別上，因此價格分等應(yīng)該可以體現(xiàn)出客房的等級，要使顧客相信客房的定價的差別是合情合理的。
   （2）等級差別的差價大小要適宜。這是說在酒店內(nèi)部不同等級的客房的價格不要相差太多，如果相差太大的話，會使不同的客人產(chǎn)生不同的心理情緒，住高檔客房的顧客可能會覺得自己的消費(fèi)太高了，而住抵擋客房的顧客有可能產(chǎn)生自卑的心態(tài)，從而使酒店的高檔和抵擋市場都產(chǎn)生不良的影響。另外，有的酒店采用固定的差價來確定不同等級的房間，比如，三個等級分為100元、90元和80元。相鄰的兩個等級的差價均為固定的10元。還有的酒店采用相等的百分比差價來確定價格，比如五個等級的房價分別是100元、120元、144元、173元、243元。相鄰的等級的差價均為20%，這樣，較低的幾種房價之間的差額比較小，在酒店供給緊張時，原先要接受100元房價的客人便可以去接受120元的產(chǎn)品。而對于選擇高價的酒店客房者來說，又不會過于計(jì)較酒店房間的價格，酒店將價格定得較高一點(diǎn)對他們的入住也不會有什么影響。很顯然，這兩種方法里，后者有明顯的競爭優(yōu)勢。
   （3）酒店房價差別定價方法要與市場細(xì)分相聯(lián)系。比如說商務(wù)散客就對價格挑剔較少，一般來說，散客房價要比團(tuán)隊(duì)房價高出10%到20%，因此，旅游接待酒店和商務(wù)型酒店就要根據(jù)各自接待的對象定出合乎實(shí)際的差價，具體評估自己酒店的客源市場收水平之后，在制定符合自己酒店市場定位的合理價格，進(jìn)而鞏固自己在細(xì)分市場的地位并提升形象。

Market research hotel product demand-oriented pricing
    Demand-oriented pricing is no longer based on the cost-based pricing, but based on customer understanding and knowledge of hotel products. Demand-oriented pricing concept of market-oriented product, which includes the understanding of the value of pricing and demand for differential pricing method.
(1) understand the value pricing
    Understand the value pricing is based on consumers' perception of the hotel product value and recognize the value of the level of pricing. This method, the price of a hotel product in the market and the product quality, service levels, in the eyes of the customer has a certain value. Hotel sales price of their products and customer perceived value is consistent with the hotel's products successful sell out of key, so if a hotel would like to use this approach to pricing of their products, you must do the following two :
   (1) the price of the hotel product to try to move closer to the subjective perception of the customer. This requires hotels to use a variety of means of market research and marketing experience, and as comprehensively as possible to collect the customer's evaluation of their hotel price, in order to develop the hotel with a reasonable price to provide strong support and the basis for
   (2) Hotel to try to change the customer's subjective valuation, which requires the hotel to use a variety of marketing tools, reasonable and modest guide the customer to change the customer's established value criteria, and thus to a certain extent, and Hotel to develop the existing price of recognition.
    However, it should be pointed out that now many hotels do not use this pricing method, pricing or unconsciously refer to the sales price of the products of other hotels with the file, so that the products of each hotel in the invisible there is a parity this parity relationship is based on perceived value.
(2) demand differential pricing
    The basic theory of the demand differential pricing a product or service, and work out two or more prices, the use of different market segments in the various demand intensity. For example, the famous more than a dozen five-star hotel has rooms of different grades of standard Rack Rate, to meet different customer needs, such as pricing for foreigners, the Chinese and Hong Kong, Macao and Taiwan compatriots do not. If in case there is no competition, decided to spread the principles are the most practical interests, while not caused by customer dissatisfaction as a standard. If you have a competition, some hotels use this method, the lowest level of price lower than the lowest competitor's price, so that not only can make their own among the competition in the market is in the hotel an advantageous position, they can obtain a higher economic efficiency. However, the hotel in the demand differential pricing to pay attention to the following questions:
   (1) Level difference is the concrete application of the principle according to quality. Hotel rooms in all aspects of different levels, such as size, decor, location, orientation, structure and internal facilities and equipment should be reflected in the price difference between the price classification should reflect the room level, make the customer believe that the rooms The difference between the pricing is reasonable.
   (2) the difference between size of the level of difference to be appropriate. This is the different levels within the hotel room prices do not differ too much, much different, make different guests have different psychological and emotional, and live in high-end rooms, customers may feel their own consumption is too high, while the The rooms of housing to withstand the customer may have low self-esteem mentality, so that the high-end hotel and resist market have an adverse effect. In addition, some hotels with a fixed difference to determine the different levels of room, for example, the three levels is divided into 100 yuan, 90 yuan and 80 yuan. The difference of the two adjacent grades are fixed $ 10. Some hotels to determine the price equal to the percentage difference, for example, five levels of housing prices is 100 yuan, 120 yuan, 144 yuan, 173 yuan, 243 yuan. The difference of the adjacent grade are 20%, this way, the difference between the lower some prices is relatively small, tight supply in the hotel, guests originally received 100 yuan house prices will be able to receive 120 yuan of products . As for the choice of high-priced hotel rooms who, without too much care about the hotel room rates, hotel price high point of their stay would not have any impact. Obviously, these two methods, the latter has a clear competitive advantage.
   (3) hotel rates differential pricing method to be linked with market segmentation. For example, on the business FIT price picky less, in general, better prices than the team prices 10 percent to 20 percent higher, so the tourist hotels and business hotels should be based on their reception of the object set out in line with the actual difference, the specific assessment of the source markets, income level of their hotel in the formulation of the reasonable price of the hotel market positioning, thereby strengthening their position in the market segments and enhance the image.