酒店標(biāo)識(shí)設(shè)計(jì)-2020年最好的酒店標(biāo)識(shí)設(shè)計(jì)概念定位 

        現(xiàn)在讓我們回顧一下動(dòng)蕩不定的1970年代—一個(gè)經(jīng)濟(jì)和社會(huì)變化迅速和扭曲了的時(shí)代。1971年,杰拉爾德·查特曼和菲利普·科特勒提出了“社會(huì)營銷”的概念,促使人們注意到酒店設(shè)計(jì)營銷學(xué)在傳播意義重大的社會(huì)目標(biāo)方面可能產(chǎn)生的作用,如環(huán)境保護(hù)、計(jì)劃生育、改善營養(yǎng)、使用安全帶等等。社會(huì)營銷在斯堪的納維亞地區(qū)、加拿大、澳大利亞和若干發(fā)展中國家的發(fā)展速度比它在美國還要快,而在近幾年,一些酒店設(shè)計(jì)國際組織如美國的國際開發(fā)署,世界衛(wèi)生組織和世界銀行也開始承認(rèn)這概念體現(xiàn)了傳播意義重大的社會(huì)目標(biāo)的最佳途徑。對短缺的預(yù)言導(dǎo)致了西德尼·萊維和菲利普·科特勒在1971年提出了“低營銷”這一概念,他們認(rèn)為,在某種環(huán)境中,營銷經(jīng)理應(yīng)掌握如何有選擇地或者全面地減少需求水平的技能,就像他擅長擴(kuò)大需求一樣。他們闡述了如何把不同的酒店標(biāo)識(shí)營銷組合工具用于降低市場需求。

        1972年,艾爾·列斯和杰克·特羅在《酒店標(biāo)識(shí)設(shè)計(jì)廣告時(shí)代》雜志上發(fā)表了論文,提出“定位”這個(gè)富有吸引力的概念。他們認(rèn)為,即使公司沒有在廣告中為產(chǎn)品定過位,這些產(chǎn)品在顧客頭腦中也是有一定的位置的。列斯和特羅闡述了公司應(yīng)如何運(yùn)用定位去創(chuàng)立產(chǎn)品在顧客頭腦中的特定形象。1970年代早期的經(jīng)濟(jì)沖擊導(dǎo)致了“戰(zhàn)略計(jì)劃”這一概念。波士頓咨詢集團(tuán)說服公司不要對其所有的業(yè)務(wù)一視同仁,而應(yīng)該根據(jù)各種業(yè)務(wù)的市場份額成長的情況,決定哪些業(yè)務(wù)必須建立,哪些應(yīng)該保留,或者收縮,或者淘汰,這就是所謂的“業(yè)務(wù)投資組合法”。對營銷者而言,營銷并不僅僅意味著增加銷售額。從這一思想中產(chǎn)生了“戰(zhàn)略營銷”這個(gè)概念。

        它和“酒店標(biāo)識(shí)戰(zhàn)術(shù)營銷”的界線現(xiàn)在日趨明朗化。事實(shí)上,通用汽車公司已經(jīng)按這兩個(gè)概念分設(shè)了不同的酒店標(biāo)識(shí)設(shè)計(jì)營銷部門。我們已看到新的主要論述戰(zhàn)略營銷的課程和教科書。1970年代,人們?nèi)找娓杏X到企業(yè)應(yīng)該負(fù)有一定的社會(huì)責(zé)任,于是,便出現(xiàn)了“社會(huì)營銷”的概念。同時(shí)也出現(xiàn)了另外些術(shù)語,包括“人道營銷”和“社會(huì)責(zé)任酒店標(biāo)識(shí)營銷”等等。這些概念要求企業(yè)在決策時(shí),不僅應(yīng)該考慮消費(fèi)者的需要和公司目標(biāo),還應(yīng)考慮消費(fèi)者和社會(huì)的長期利益。當(dāng)代一些社會(huì)問題,如保護(hù)消費(fèi)者權(quán)益主義和環(huán)境保護(hù)主義等促使?fàn)I銷學(xué)者將其注意力又一次轉(zhuǎn)向營銷活動(dòng)的宏觀效果。“宏觀酒店標(biāo)識(shí)設(shè)計(jì)營銷”這一術(shù)語便應(yīng)運(yùn)而生。與宏觀經(jīng)濟(jì)學(xué)相似宏觀營銷研究提醒我們經(jīng)常檢查營銷組合活動(dòng)對于消費(fèi)者的福利和價(jià)值的總體影響。到了1970年代后期,另一個(gè)變化引起了人們的注意,即美國的服務(wù)經(jīng)濟(jì)快速發(fā)展。值得一提的是,林恩·肖斯塔克在1977年《酒店設(shè)計(jì)營銷雜志》上闡述了她對服務(wù)營銷的獨(dú)特見解。她認(rèn)為，服務(wù)營銷應(yīng)該從產(chǎn)品營銷思路的束縛中解脫出來。自那時(shí)起,不少杰出的營銷學(xué)家都對服務(wù)營銷的發(fā)展作出了重要貢獻(xiàn)。

        Hotel logo design-the best hotel logo design concept positioning in 2020

        Let us now look back at the turbulent 1970s-an era of rapid and distorted economic and social changes. In 1971, Gerald Chatman and Philip Kotler put forward the concept of "social marketing", prompting people to pay attention to the possible role of hotel design marketing in disseminating significant social goals, such as environmental protection , Family planning, improving nutrition, using seat belts, etc. Social marketing is developing faster in Scandinavia, Canada, Australia, and several developing countries than it is in the United States. In recent years, some international organizations such as the U.S. Agency for International Development, the World Health Organization and The World Bank has also begun to recognize this concept as the best way to communicate significant social goals. The prediction of shortage led Sidney Levy and Philip Kotler to put forward the concept of "low marketing" in 1971. They believed that in a certain environment, marketing managers should master how to selectively or comprehensively The skills to reduce the level of demand are just as good at expanding demand. They explained how to use different hotel logo marketing mix tools to reduce market demand.

        In 1972, Al Leis and Jack Trow published a paper in "Hotel Logo Design Advertising Times" magazine, and proposed the attractive concept of "positioning". They believe that even if the company has not positioned the products in the advertisements, these products still have a certain place in the minds of customers. Les and Trow explained how companies should use positioning to create a specific image of products in the minds of customers. The economic shocks of the early 1970s led to the concept of "strategic planning." The Boston Consulting Group persuaded the company not to treat all its businesses equally, but should decide which businesses must be established and which should be retained, or contracted, or eliminated based on the growth of the market share of various businesses. This is the so-called "business portfolio law". For marketers, marketing does not just mean increasing sales. From this thought came the concept of "strategic marketing".

        The boundary between it and "hotel logo tactical marketing" is now becoming clearer. In fact, General Motors has established different hotel logo design and marketing departments based on these two concepts. We have seen new courses and textbooks focusing on strategic marketing. In the 1970s, people increasingly felt that enterprises should bear certain social responsibilities, so the concept of "social marketing" appeared. At the same time, other terms have appeared, including "humane marketing" and "social responsibility hotel logo marketing" and so on. These concepts require companies not only to consider the needs of consumers and company goals, but also the long-term interests of consumers and society when making decisions. Some contemporary social issues, such as consumer protectionism and environmentalism, have prompted marketing scholars to turn their attention to the macro effects of marketing activities. The term "macro hotel logo design marketing" came into being. Similar to macroeconomics, macro marketing research reminds us to always check the overall impact of marketing mix activities on the welfare and value of consumers. In the late 1970s, another change attracted people's attention, namely, the rapid development of the service economy in the United States. It is worth mentioning that Lynn Shostak expounded her unique insights on service marketing in the "Hotel Design Marketing Magazine" in 1977. She believes that service marketing should be freed from the shackles of product marketing ideas. Since then, many outstanding marketing experts have made important contributions to the development of service marketing.