市場營銷中酒店產(chǎn)品價(jià)格的作用、特點(diǎn)與形式
一、酒店產(chǎn)品價(jià)格在酒店市場營銷中的作用
   （1）價(jià)格被酒店看作直接獲取利潤的重要手段
   （2）價(jià)格是酒店體現(xiàn)其產(chǎn)品形象設(shè)計(jì)和質(zhì)量的主要因素，也是用來進(jìn)行市場定位的重要手段。
   （3）價(jià)格是營銷人員對(duì)市場進(jìn)行細(xì)分的一個(gè)重要依據(jù)。
   （4）高檔酒店產(chǎn)品作為奢侈品，價(jià)格調(diào)整對(duì)銷售量帶來的影響一般比較顯著。
二、酒店產(chǎn)品價(jià)格的特點(diǎn)
   （1）綜合性：酒店產(chǎn)品的價(jià)格受市場因素，內(nèi)部人員、設(shè)施、服務(wù)等客觀存在的影響，同時(shí)受人為控制的因素也很大。
   （2）波動(dòng)性：酒店產(chǎn)品價(jià)格的波動(dòng)性源于酒店產(chǎn)品銷售的波動(dòng)性，淡季銷售量降低，供過于求，酒店產(chǎn)品價(jià)格會(huì)相應(yīng)降低，反之會(huì)相應(yīng)提升。

三、酒店市場成交價(jià)格的形式
1.酒店商品的正常價(jià)格
    酒店產(chǎn)品的正常價(jià)格是供需基本平衡下的價(jià)格，酒店所出售的價(jià)格是按照自己的預(yù)期進(jìn)行規(guī)定的，這樣的價(jià)格雖然不會(huì)給酒店帶來巨大的收益，但也不會(huì)使酒店經(jīng)營面臨很大的風(fēng)險(xiǎn)，過于慘淡。
2.酒店商品的超額利潤價(jià)格
    酒店產(chǎn)品如果在市場上具有明顯的，別人不可逾越的優(yōu)勢，是壟斷型的產(chǎn)品，市場呈現(xiàn)出需求大于供給的狀況，則可以采取超額利潤價(jià)格。經(jīng)營者都希望以這樣的形式定價(jià)，但現(xiàn)實(shí)中是很難做到的。
3.酒店商品的保本價(jià)格
    酒店商品的需求不是很明顯的時(shí)候，酒店往往采取保本的價(jià)格。在市場需求少的時(shí)候，采取保本價(jià)格，可以保證一定的客房入住率，不至于虧損嚴(yán)重。但作為經(jīng)營者，是不希望長期采用這種價(jià)格方式的。
4.酒店商品的停業(yè)價(jià)格
    停業(yè)價(jià)格是市場需求遠(yuǎn)遠(yuǎn)小于酒店商品的供給時(shí)所采取的價(jià)格形式。停業(yè)價(jià)格僅僅等于變動(dòng)成本，沒有任何獲利的空間，甚至使固定成本無法得以回收。采用這樣的價(jià)格一般是處在某種危機(jī)情況下，比如2003年非典期間，很多酒店都采取了停業(yè)價(jià)格。這樣的價(jià)格不能作為長期手段利用，既沒有了獲利空間，也會(huì)大大降低酒店在消費(fèi)者心中的檔次。

The role of marketing in the hotel price, features and form
A, hotel prices, hotel marketing
   (A) The price of the hotel as an important means of direct profit
   (2) The prices are the main factors of the hotel reflect the image and quality of its products, is used for an important means of market positioning.
   (3) the price is an important basis for the marketers to segment the market.
   (4) high-end hotel product as a luxury, and price adjustments on sales impact is generally more significant.
Characteristics of, the hotel price
   (1) comprehensive: the hotel price is subject to the objective existence of market factors, internal personnel, facilities, services, and human-controlled factors.
   (2) volatility: the hotel price volatility stems from the volatility of the hotel sales, off-season sales declined, an oversupply of hotel prices will be reduced accordingly, and vice versa will be improved accordingly.

Third, the hotel market transaction price in the form of
The normal price of a hotel goods
    The normal price of the hotel product is the price of the basic balance of supply and demand, the sale price of the hotel is prescribed in accordance with their expectations, this price will not bring great benefits to the hotel, but do not make hotel operators face big risk, too bleak.
(2) Hotel excess profits the price of the commodity
    Hotel product in the market, others insurmountable advantage, is a monopoly product, the market demand is greater than the supply situation, you can take the excess profits price. The operators hope that this form of pricing, but the reality is very difficult to achieve.
3 Hotel commodity security price
    Hotel demand for commodities is not very obvious, hotels tend to take the price of capital preservation. Less demand in the market, to take the security price, can guarantee a certain room occupancy rate, and will not heavy losses. But as operators do not want long-term this price.
4 Hotels in the closure of goods prices
    Closed down prices are taken when market demand is much less than the supply of hotel goods prices. Closed down price is just equal to variable costs, no profit space, even the fixed costs can not be recycled. Adoption of such prices generally in the case of a crisis, such as during the SARS epidemic in 2003, many hotels have taken the price of a closed down. This price can not be use as a long-term means, neither the profit margins, will greatly reduce the grade of the hotel in the minds of consumers.