7P营销理论分析

7Ps marketing mix of comfort inn

In today’s experience economy, the quality of service experience gets increasing attention from consumers (Mudie & Cottam, 2010). Hospitality is a service-oriented industry. In this case, hotels need create excellent service to consumers in order to increase consumers’ satisfaction during the marketing process. By doing so, hotels can realize competitive edge in competitive market. Comfort inn is hotel business located in 312/316 Main Rd, Ballarat, Victoria, Australia. In order to satisfy customers and intensify competitive advantage, 7Ps marketing mix is practiced by Comfort inn. Product

Product is referred to the offers provided by businesses to customers. Normally, products many includes physical goods and intangible services. According to Kotler and Armstrong (2014), product includes three levels, including core product, actual product, and augmented product. Core product stands for the benefits that consumers can obtain by purchasing specific products or services (Kotler & Armstrong, 2014). As a hotel, the core product of Comfort inn is its accommodation services. To satisfy consumers’ wants and needs, Comfort inn is committed to create a comfortable accommodation services to its target consumers. Actual product is the physical goods that consumers can touch and see (Kotler & Armstrong, 2014). The physical goods reflect that the foundational benefits of products. To provide comfortable accommodation services to consumers, Comfort inn provides large guest rooms where are equipped with prefect accommodation facilities such as comfortable beds, TV, and laundry facilities and so on. Augmented product means additional value-added services that consumers can obtain from service providers (Kotler & Armstrong, 2014). For creating excellent service experience to consumers, Comfort inn provides free WiFi, car parking, indoor pool, and ticket booking service to consumers. By providing consumers with excellent services, Comfort inn successfully creates an outstanding service experience to consumers, and thus attracts a larger number of consumers to check in.

Price

Price is defined as the total cost that consumer need to bear when purchasing specific product or service (Blythe, 2009). For attracting target consumers and competing with competitive rivals, enterprises need to adopt effective pricing strategy. In order to compete with other hotels and approach target consumers, competition-based pricing strategy is practiced by Comfort inn. According to Schindler, (2011), competition-based pricing strategy means that an enterprise uses the prices of competing product in markets as benchmark, and then set its product prices that are relatively lower than the competing products. Currently, many hotels such as Sovereign Hill Hotel, Country Comfort Ballara, Barkly Motorlodge, BEST WESTERN

Bakery Hill Motel, and Mercure Ballarat

Hotel & Convention Centre etc are

providing hotel services to consumers. In

face of high competitive pressure,

competition-based pricing strategy is

adopted by Comfort inn to set its price

range of its hotel services. The price of

the hotel services provided by Comfort inn is lower than its competitors. By providing excellent hotel services with competitive prices to target consumers, Comfort inn further improves its competitive advantages and attracts more consumers to purchase its hotel services.

Promotion

Promotion is referred to the marketing communication campaign that an enterprise uses to promote products or brands to target consumers (Blythe, 2009). Currently, Comfort inn takes the following promotional methods to promote its hotel services to target consumers. To make target consumers to know its offers, Comfort inn uses internet and social media such as Facebook and LinkedIn as the communication tools to communicate its hotel services to target audiences. Additionally, in order to attract more consumers, price promotion also is used by Comfort inn to boost its product