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โดย คุณธีรวัฒน์ กิ่งแก้วโสภณ Director of Marketing, Ramada D’ma Bangkok Hotel จากเอกสารประกอบการอบรม Digital Marketing เมื่อวันที่ 26-27 กรกฎาคม 2554 ณ โรงแรม FX Resort Chaweng จังหวัดสุราษฎร์ธานี

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  • 1. Integrated IT & the Internet Intelligence3 October 2011for Innovative Hotel & Tourism OnlineMarketing and ManagementIntegrated Information Technology and the Internet Intelligencefor Hotel & Tourism Marketing & Management Objectives 3 October 2011 Inspired and brought to you by :iHotel Network Online CRM Online Promotions2Inspired by : iHotel Network1

2. Integrated IT & the Internet Intelligence3 October 2011for Innovative Hotel & Tourism OnlineMarketing and Management 3 October 2011Inspired and brought to you by :iHotel NetworkINTRODUCTION3 3 October 2011Inspired and brought to you by :iHotel NetworkMARKETING4Inspired by : iHotel Network2 3. Integrated IT & the Internet Intelligence 3 October 2011for Innovative Hotel & Tourism OnlineMarketing and ManagementMarketing 4 Ps VS 4 Cs3 October 2011 Inspired and brought to you by : iHotel Network5Distribution Channels Customers (who buy products or services)3 October 2011New Products Intermediaries(Packages) Inspired and brought to you by : iHotel Network(Retailer)Semi -DirectDirectIndustrial buyer (Commission Based To CustomerAgency) (Tour Operator) Intermediaries(Wholesaler)Intermediaries (Wholesaler) 6 HotelInspired by : iHotel Network 3 4. Integrated IT & the Internet Intelligence3 October 2011for Innovative Hotel & Tourism OnlineMarketing and ManagementCost of DistributionPrice Customer 3 October 2011100% New Products Average DistributionIntermediaries(Packages) (Retailer)Inspired and brought to you by :iHotel NetworkCost Industrial buyer Semi -Direct(Tour Operator) DirectTo Customer (Commission Based Agency)Intermediaries (Wholesaler)Intermediaries(Wholesaler) 0% 8-15 % 25 %Aboove25 % Hotel7Channel Revenue GenerationPrice Price Perception of Customer THB 100THB 100THB 100???? 3 October 2011 New ProductsAverage DistributionIntermediaries(Packages) (Retailer)Inspired and brought to you by :iHotel Network Cost Industrial buyer Semi -Direct(Tour Operator) DirectTo Customer (Commission Based Agency)Intermediaries (Wholesaler)Intermediaries(Wholesaler)THB 0.-THB 10.-THB 25.- THB 40.-THB 100.-THB 90.-THB 75.-THB 60.- 8Hotel Gross RevenueInspired by : iHotel Network4 5. Integrated IT & the Internet Intelligence 3 October 2011for Innovative Hotel & Tourism OnlineMarketing and ManagementFlow of DemandPush StrategyStimulationTargetPrice Perception of Customer Price ??? ???3 October 2011 THB ??? Mainly personal sellingFact! New ProductsFlow of Promotion Intermediaries (Packages) intermediaries(Retailer) Inspired and brought to you by : iHotel Networkdirected to Wholesales Industrial buyer(Tour Operator) Intermediaries(Wholesaler) Intermediaries- (Wholesaler) Volume PriceVolume Price9 Hotel Flow of DemandPull Strategy StimulationTargetPrice Perception of Customer Price THB 100THB 100 THB 100 THB 1003 October 2011 THB 100 Flow of PromotionMainly advertise New ProductsIntermediaries(Packages)directed to Customer (Retailer) Inspired and brought to you by : iHotel NetworkIndustrial buyer Semi -Direct (Tour Operator) DirectTo Customer (Commission Based Agency)Intermediaries (Wholesaler) Intermediaries (Wholesaler)0%10 %