國際VI設(shè)計的國際性酒店，馬里奧特的市場選擇！
    馬里奧特（Marriott）又譯“萬豪”。馬里奧特國際股份公司是一家國際VI設(shè)計性酒店公司，其主要業(yè)務(wù)是經(jīng)營管理直屬的酒店和特許聯(lián)營的酒店。
    20世紀70年代，馬里奧特公司所經(jīng)營的飯店業(yè)都是高檔次的，主要面向上流社會和商人。因此，公司的飯店都擁有設(shè)備齊全的會議大廳和豪華餐廳，許多商界、政界、文娛界的重大集會都選擇在馬里奧特公司的飯店舉行。這些飯店大多集中在波士頓、紐約、洛杉磯等大城市。隨著航空業(yè)的發(fā)達，馬里奧特公司又逐漸在機場附近營建反飯店。在整個70年代，公司在飯店發(fā)展上共投資30億美元，客房數(shù)以平均每年增加17%的速度急劇上升。
    當(dāng)70年代末期出現(xiàn)經(jīng)濟衰退的現(xiàn)象時，馬里奧特公司在飯店業(yè)上的發(fā)展步伐出現(xiàn)了短暫的停頓。為保險起見，公司在飯店業(yè)投資上持觀望態(tài)度，而把資金轉(zhuǎn)向餐飲業(yè)買下了著名的吉諾連鎖餐飲公司。后來，馬里奧特又買進了在機場經(jīng)營食品、飲料和其他商品的霍斯特國際公司，成為該行業(yè)中最大的公司。
    在觀望了幾年后，發(fā)現(xiàn)單憑高檔飯店難以維持當(dāng)年17%的客房增長速度。而從報紙上看，顧客似乎對中檔飯店的服務(wù)充滿抱怨的情緒。馬里奧特決定闖入潛力巨大、困難與機遇同樣多的中檔飯店市場。他專門組織了一個市場調(diào)查小組，賦予他們的任務(wù)是：準確查出顧客為什么花錢不多還抱怨？為了省錢他們到底愿意放棄哪些服務(wù)待遇？
    經(jīng)過3年市場調(diào)查后，馬里奧特公司在1983年推出了中檔旅館“庭院飯店”。第一庭院飯店建在亞特蘭大。整個飯店為兩層小樓，共有150間房間。飯店中沒有侍者、沒有房間服務(wù)、沒有大型會議室和宴會廳，有得是高檔豪華的客房、精美優(yōu)惠的自助餐。
    在經(jīng)濟衰退。行業(yè)競爭加劇的情況下，馬里奧特采取的另一項加快公司發(fā)展速度的方法是放棄對大多數(shù)飯店的所有權(quán)。從1982年起，馬里奧特公司在新建成每座飯店，立即出售該飯店，但買方必須同意由馬里奧特公司派人負責(zé)經(jīng)營管理。比爾認為這種方法可以加快公司利潤的增長速度、減少投資風(fēng)險，同時比將經(jīng)營權(quán)出租給特許承包商的做法更能保證經(jīng)營質(zhì)量。
    庭院飯店的成功，給馬里奧特公司飯店業(yè)注入了活力，同時也帶來了新的啟示：顧客更注重在舒適的環(huán)境中自由自在的生活，問不需要飯店強加的服務(wù)、故此，馬里奧特公司在80年代中期有打入了豪華公寓市場。
    就在這些新飯店、新公寓紅紅火火地發(fā)展之際，比爾又組織了一次新的市場調(diào)查，開始對老齡化問題日益出的社會現(xiàn)狀進行研究。經(jīng)過數(shù)年調(diào)查后，馬里奧特公司著手興建“老年社區(qū)”，目標(biāo)顧客是那些無人照料的退休老人。以前，這類老年服務(wù)都被一些福利性非營利性組織所經(jīng)營，但由于資金不足、條件有限，許多老人得不到很好的照顧，更多的老人無緣進入其中。而營利性、公寓性的老年社會解決了這些矛盾，經(jīng)1988年試營業(yè)后大受歡迎。為此，比爾宣布：馬里奧特公司將在90年代中建成150個老年社區(qū)。

VI design, international hotels, the Marriott's market choice! Marriott (Marriott), translated as "Marriott". Marriott International AG is an international hotel company whose principal business is directly under the hotel management and franchise affiliated hotels.
    In the 1970s, operated by Marriott hotel industry are high-end, mainly for high society and businessmen. Therefore, the company's hotel has a fully equipped conference hall and luxury dining, many businessmen, politicians, civic sector, major rallies are held at the Marriott Hotel. These hotels are mostly concentrated in big cities such as Boston, New York, Los Angeles. With the advances in the aviation industry, Marriott near the airport construction anti-hotel. Hotel development throughout the 1970s, the company invested a total of $ 3 billion, the number of rooms to the average annual increase of 17% of the speed of a sharp rise.
    In the late 1970s the phenomenon of economic recession, Marriott has a brief pause in the pace of development in the hotel industry. For insurance purposes, the company adopted the attitude of the hotel industry investment funds turned to food and beverage industry has bought the famous Gino restaurant chain. Later, Marriott bought Horst international companies operating at the airport, food, beverages and other goods to become the largest companies in the industry.
    Wait a few years later, alone high-end hotel is difficult to maintain the growth rate in year 17% of the rooms. The newspaper, the customer seems to services for mid-range hotel full of complaining about the emotional. Marriott decided to break into a huge potential difficulties and opportunities as more mid-range hotel market. He specialized in organizing a market research group, the mandate entrusted to them is: to accurately find out why customers spend much money but also complain about? Treatment of which services to save money in the end they are willing to give up?
    After three years of market research, the Marriott Corporation in 1983 launched a mid-range hotel "Courtyard Hotel. The first Courtyard Hotel was built in Atlanta. The whole hotel for a two-story, a total of 150 rooms. No waiter in the hotel, there is no room service, large conference rooms and banquet halls, something luxury rooms, beautiful discount buffet.
    During the recession. In the case of industry competition, the Marriott to take another one to accelerate the speed of development of the company to give up ownership of most hotels. Since 1982, Marriott has built in the new Tower Hotel, and immediately sell the hotel, but the buyer must agree to send someone responsible for the management by Marriott. Bill that this approach can speed up the growth rate of corporate profits, reducing investment risk to the practice of licensed contractors can better ensure the quality of business than the right to operate rental.
    The success of the Courtyard Hotel, Marriott hotel industry has injected vitality, it also brings a new revelation: the customers pay more attention to live in freedom in a comfortable environment, and asked the service does not require hotel-imposed, therefore, Mario special company into the luxury apartment market in the mid-1980s.
    In these new hotels, new apartments booming development, Bill has organized a new market research, start growing out of the current social situation on the problem of aging research. After several years of investigation, the Marriott has started construction of the elderly community, target customers are those unattended retired elderly. Previously, these elderly services are operated by some of the welfare non-profit organization, but due to lack of funds are limited, and many older people are not well cared for, more elderly people moved into which. For-profit, apartments, elderly community to resolve these contradictions, popular after the trial operation by 1988. To this end, Bill announced that 150 elderly community: Marriott company will be built in the 1990s.