The Core of Strategic Positioning in Hospitality Marketing - Market Segmentation, Target Market and Market Positioning

Philip Kotler proposed STP theory.

Philip Kotler believes that STP is a marketing strategic positioning process. He believes that a number of marketing activities based on STP (segmentation, targeting, positioning, three English words abbreviation, that is, meaning of market segmentation, target market and market positioning) is based on . He divided process of formulating a marketing strategy into three steps: market segmentation, target market selection, and market positioning.

I think that STP marketing is also core of a modern marketing strategy.

So how is STP used in hotels?

Let's look at content of market segmentation first

First, market segmentation

Market Research. It is important for our hotel to do a good urban and regional market research, which can be divided into consumer demand data collection, competitor data collection, etc.

Needs Analysis. What are real needs of customers in this city, area or business district? Be it a business guest, a tourist or both.

Market segments: divided into separate market segments. Customer perspective ~ demographic segmentation, geographic segmentation, behavioral segmentation (knowledge, attitude, usage, frequency, price sensitivity, etc.), psychological segmentation (lifestyle, personality, concept, etc.). Company Perspective ~ True Loyalty, Potential Loyalty. Variables of group segmentation of market. Industry variables, geographic variables, scale variables, behavioral variables, and company contribution variables.

Second, target market

Market No Difference: There is no difference if conditions are met.

Concentrated market: For example, SSAW Hotel was initially mainly concentrated in middle and lower reaches of Yangtze River, Shanghai, Hangzhou, Ningbo, Nanjing and other cities.

Differentiated market. Esports hotels are also categorized as a differentiated market.

Third, market positioning

Can be divided into: product positioning, price positioning, channel positioning;

Product positioning can be divided into hotel function positioning, public space positioning, furniture positioning, etc.

Once hotel's STP is defined, how do I implement content defined by STP? My personal opinion is to start with 4Ps of marketing, namely: Product, Price, Channel, Promotion. These 4 aspects.

Product: product design according to STP.

Price: after opening of hotel, price structure of hotel is formed.

Channel: which channel is main channel. Whether it is an OTA or a member, member, or customer of an agreement.

Promotion: what promotional activities should be carried out, when and how.

The above exchange represents only my personal knowledge and opinion, and it is only for reference of hotel friends!