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HotelName提交酒店：City城市:BrandTier品牌:SiteNumber编号:No.ofRooms客房数:0No.ofOutlets餐厅数：SizeoftheBiggestBallroom最大宴会厅面积：DateofOpen开业日期:GM/HM/RM总经理/酒店经理DOF财务总监:DOSM市场营销总监:DOFB餐饮总监:SubmissionDate提交日期:Area区域:Country国家:Currency货币单位:DataFillIn数据WandaHotels&ResortsHotelsAreRequiredToFillInCellsHighlightedInLightTurquoiseOnly只有“浅绿色”的格子才需要并可以填数字，请不要破坏“白色”格子，因白色格子已设有程序。PlazaABCP.R.ChinaChinaRMBSubmittedBy提交人:第1页1.1-1CurrentyearsummaryPleasecheckthesummaryofcurrentyearfigures.请查看今年的数据总结1.1-2CurrentyearinputPleaseinputtheProfitandLossSummaryofcurrentyearActual,ForecastandcurrentyearBudgetbyeachmonth.请按月份，输入今年实际及预测的和今年预算的损益汇总表1.2-1NextyearsummaryPleasecheckthesummaryofnextyearfigures.请查看明的数据总结1.2-2NextyearinputPleaseinputtheProfitandLossSummaryofnextyearBudgetbyeachmonth.请按月份，输入明年预算的损益汇总表SUMMARY概要SectionA:HotelVisionA部分:酒店愿景Describeyourhotel'svision:Wheredoyouseeyourhotelinthenextfewyears?请表述酒店的愿景:您是如何看待酒店今后几年的发展？SectionB:HotelPositioningStatementB部分:酒店定位Youshouldanalyzeyourperformanceandthebudgetforplannedyear.BasedonthisframeaPOSITIONINGSTATEMENTforyourhotel.你应该分析已做计划的年份中，酒店的运营表现与预算。基于这些分析，Thisstatementshouldindicatethedirectionyouwanttogoi.e.themajorsegmentsyouaretargetingandthePR/Marketingmessageforthemarket.酒店定位应该明确酒店的发展方向,例如酒店主要的目标市场以及酒店公关的市场宣传方向Theabovestatementclearlytargetsthebusinesstravelerfortheirbusinessstays,meetingsorholidaysandmarket'sthehotelasawelldifferentiatedproductwhichhassomethingforallagegroups.上述定位描述清楚的陈述了酒店目标市场是商务旅客，为他们提供住宿,会务和假期服务。Pleasekeepinmindthatthispositioningstatementwillbecomethebaseofyourbusinessplanningfortheyear.Yourbudgeting,yourmarketingactivities,promotionactivitiesshouldallbelinkedtothisstatementorderivedfromthis.请记住，酒店定位将是酒店今年业务计划的指导基础。酒店的预算，酒店的市场竞争对手，酒店的促销活动都将与之息息相关。SectionC:KeyFinancialObjectivesC部分:财务目标Basedonyourbudget,pleaselistthetopfinancialobjectivesfortheyear.根据酒店的预算，请列出今年主要的财务目标e.g.:TargetedMarketSegments;TargetedRevPARandRGIposition;Targetedcontrolincertaincosts;TargetedRatestrategyspecifictocertainsegments;TargetedChannelRevenuesfortheyear;TargetedCateringandBanquetsrevenuesfortheyear.例如:细分市场目标；单房产值和酒店收入产出指数目标；成本控制目标；每个细分市场的价格策略；全年的第三方订房渠道的收益目标；全年的宴会餐饮收益目标SectionD;KeyNonFinancialTargetsD部分:非财务目标Thissectionshouldincludeitemslike这部分设计的内容如：TargetedWandaClubeenrollment,Medalliaetc;Targetforthebrand/hotelawarenessinmarket;CommunityProjects;Systemandproduct;Traininganddevelopmentplansincludingcareerplanning.万悦会奖赏计划会员招募目标；品牌/酒店市场知名度的提升目标；社区活动；酒店的系统和产品；酒店员工职业发展培训计划SectionE:OverallMarketingStrategyE部分:市场营销战略PleasecompletetheBluecellsfromtheBudgetingsections.请完成预算部分的蓝色格子3.1ExternalFactorsListtheaffectofMacroEconomicsfactorsonyourbusiness.Marcoeconomicsfactorsareexternaltoyourhotel'sbusinessbutcanhaveanindirecteffectonyourhotel'sbusiness.PleasecompletethissectionforthefollowingmaintopicsaspertheexamplesmentionedintheBLUEcellsPoliticalFactors,SocialFactors,EconomicalFactors,TechnologicalFactors，InfrastructureFactors.请列出宏观经济因素对酒店生意的影响。宏观经济因素是外在原因，但也会间接的影响酒店生意。请参照蓝框中的说明（政治因素，社会因素，经济因素，经济技术因素，政府基础项目因素）来完成3.2InternalFactorsListtheMicroEconomicsfactorthatwillaffectyourbusinessinthebudgetyear.Thesearemicromarketlevelfactorwhichwilldirectlyeffectyourbusinessintheyear.Thesecanberelatedtoyourhotelandyourcompetitiveset.PleasecompletethissectionforthefollowingmaintopicsaspertheexamplesmentionedintheBLUEcells.Renovations/Reconstructions,Supply&DemandChanges,Pricing,Systems.请列出微观经济因素对酒店完成今年预算的影响，这些是指：直接影响酒店生意的微观市场层面因素，这些可与酒店自身或者竞争群有关。请参照蓝框中的说明（酒店是否重新装修，供给渠道变化，价格因素等）来完成。4SWOTAnalysisEnteryourstrengthsandweaknessesintothetextboxes.Thinkaboutchancesandthreatsofbothandcompletethetextboxes.请在文本框中填写酒店的优势与劣势。请考虑到酒店的机会与威胁5.1CompetitorInformationAnalyzeandmeasureyourhotelagainstcompsethotelsinproduct,serviceandfacilities.请分析竞争群酒店的产品，服务和设施5.2CompetitorSWOTAnalysisCommentonyourcompset'sStrength,Weakness,OpportunitiesandThreadwithyourstrategiesandactionstosecuremarketshare.请根据竞争酒店群的优势，劣势，机会与威胁，阐明酒店的策略，以保证在市场中获取应得的份额5.3MarketShareAnalysisInthissectionyouaresupposedtocompareyourperformanceresultsagainstyourcompetitiveset.Asaresultyourhotel'sRGI,MPIandARIrankingagainstyourcompetitorset.对比竞争酒店，分析酒店在整个竞争群酒店中的表现，收入产出指数，市场渗透率和平均房价指数6.1DemendCalendarRoomsListCitywideeventsbynameforeachmonth,followthelegendtoidentifycitywideandhotel'sdemandstatus.根据月份，列出城市主要活动的名字，根据图列，分析整个城市和酒店的需求状态6.2DemendCalendarWeddingListthereservedweddingineachweek,followthelegendtoidentifyhotel'sdemandstatus.根据日期，列出酒店婚礼的咨询和预订情况，根据图列，分析整个酒店的需求状态COMPETITIVEENVIRONMENT竞争环境RATES价格体系ContentTable内容表INSTRUCTION说明2ExecutiveSummaryDATEINPUT数据导入MARKETPLANNING市场计划第2页ContentTable内容表7RateMatrixPleaseenterthenumberofbedroomsinyourhotelperroomtype.Thenenterratesofvarioussegment.Clarifyseasonality,surchargefordoubleoccupancy(ifapplicable),criteriaforratetiersetc.请填写酒店每个房型的客房数，再填写各自细分市场的价格，阐明季节性，双人入住需要支付的差价（如可以），价格梯度标准等8MonthlyMarketSegmentInputRoomNights,ADRforeachsub-segmentyear-round输入每个细分市场全年的房夜数，平均房价9BudgetByDistributionInputthreeyear'sRoomNights,ADR.NotethetotalRoomNights,RoomsRevenueandADRmusttallywithMarketSegment.请输入三年的酒店间夜数，平均房价。请注意间夜数，客房收益与平均房价必须与细分市场一致