title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐµÑÐ¸ Ð³Ð¾ÑÑÐ¸Ð½Ð¸Ñ (Ð¿Ð¾ Ð·Ð°ÐºÐ°Ð·Ñ ÑÐµÑÐ¸ Ð³Ð¾ÑÑÐ¸Ð½Ð¸Ñ Â«Ð¢Ð¾ÑÐºÐ° Ð½Ð° ÐºÐ°ÑÑÐµÂ»): ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Development of a set of the activities to increase the efficiency of the hotel chain (by order of the hotel chain Â«Tochka na karteÂ»): improving marketing tools
Creators: name: Ð¯Ð½ÑÐµÐ²ÑÐºÐ°Ñ, ÐÐ°ÑÐ³Ð°ÑÐ¸ÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: ÑÑÑÐ¸Ð·Ð¼ Ð¸ Ð¸Ð½Ð´ÑÑÑÑÐ¸Ñ Ð³Ð¾ÑÑÐµÐ¿ÑÐ¸Ð¸Ð¼ÑÑÐ²Ð°
Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½ÑÐ¹ Ð±Ð¸Ð·Ð½ÐµÑ
Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½Ð°Ñ ÑÐµÑÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ
tourism and hospitality industry
hotel business
hotel chain
marketing
marketing tools

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description: The given work is devoted to the formation of projects aimed at improving the marketing tools of a chain hotel enterprise as part of the development of a set of measures to improve the efficiency of its activities. In the process of this research, the following tasks were solved: 1. Review of theoretical and methodological aspects of marketing services and marketing tools. 2. Identification of the main marketing tools used in hospitality enterprises. 3. Comprehensive assessment of the performance efficiency and development potential of the Â«Tochka na karteÂ» hotel chain. 4. Analysis of marketing tools used by the hotel chain Â«Tochka na karteÂ». 5. Development of projects aimed at improving the marketing tools of the Â«Tochka na karteÂ» hotel chain. 6. Estimation of the level of necessary investments for the realization of the developed projects aimed at improving the marketing tools of the Â«Tochka na karteÂ» hotel chain, and assessing their effectiveness. When collecting the data necessary to perform the work, the search engines Â«YandexÂ», Â«GoogleÂ» were used. The following programs were used in data processing: MS Word, MS Excel, MS PowerPoint, Figma. The work was carried out on the hotel chain Â«Tochka na karteÂ» (Â«Tochka na karteÂ» LLC, Â«Tochka na karte PriozerskÂ» LLC, Â«Tochka na karte VidlitsaÂ» LLC, Â«Tochka na karte Lodeynoye PoleÂ» LLC), managed by Â«Novoe Servisnoye ByuroÂ». In the course of the work the organizational and economic characteristics of this hotel chain were examined and the potential for its development was assessed. An analysis of the marketing tools used was also carried out, a SWOT analysis was carried out, and marketing blocks requiring improvement were prioritized. The result of the work was the development for the Â« Tochka na karteÂ» hotel chain of a set of projects aimed at improving individual marketing tools within 6 blocks: analytical block, SEO block, influence block, motivation block, pricing block and content block. The combination and implementation of the projects developed during the work will improve the efficiency of the organizationâs marketing activities in particular and the hotel activities of the enterprises of the Â« Tochka na karteÂ» network in general.