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1. On the lack of consumer demand in the hotel industry and business strategy

Throughout the development of China's hotel industry, hotel supply and many other products the supply of goods as experienced by a few years ago to gradually improve over the past two years to improve the fundamental process, 93 years after China's new foreign-related travel each year to the hotel 700-1000 At a rate of home, an increase of 20 percent or more, the hotel industry and tourist increase the supply of 5-8% increase is obviously limited difficult balance, the result will inevitably lead to the hotel industry into a buyer's market status.

Economists tell us: in a buyer's market, because of ample supply and consumption from passive into the initiative, the production not only has the counterproductive, and played a decisive role, then the demand for production and operation of the binding nature of the increasingly felt in consumer demand Business activities became the starting point and destination, so that the market shows a demand constraint of the trend. Hotel general manager "difficult business" of the ordinary with emotion, the hotel industry is entering a buyer's market demand under the constraints of a typical reflection. In the hotel industry market demand constraint of the state, consumers show a difference in consumer behavior, rational consumption and consumer sentiment three.

Hotel features of this market, the hotel's managers decided to seriously study the market of consumer demand, timely adjustment according to market demand business strategy, so that their own in the competition in a good position.

First, the current state of consumer demand in the hotel industry and the new situation

Over the past two years, the national policy of expanding domestic demand on the consumer does not have much effect, if no effective policy of the publication of affected residents expected consumer confidence will not be a major factor in significant changes in the coming period will Continuation of the trend of the current consumer demand.

1. The income of residents of the changes on consumer demand have a greater impact. Over the past few years due to the impact of economic adjustment, the past two years, growth in the incomes of urban residents in a larger decline in the consumption of different income groups tend to the obvious differences, with higher incomes tend to lower the marginal consumption, and the potential consumer demand for low-income households Due to the growth of their incomes drop into the facts to the demand, the overall tendency to lower the marginal and therefore increase the income level of consumption would decline at a more sluggish in the state.

2. Consumption expected to change little, lack of consumer demand will make the situation there can be no greater breakthrough. Because income growth has not previously faster, and the future life of residents increased uncertainty. People on the expected future income is not very optimistic, consumer expectations for the future residents there can be no bigger change.

This lack of overall consumer demand situation as a direct impact on the outbound tourism Accommodations and Dining to purchase entertainment convergence of the six elements of the hotel industry. Although in recent years as people more leisure time, the consumption concept of change, visitors have the tendency to increase, but the situation is not optimistic. 1997 to the Zhejiang Tourism trips per capita per day of domestic tourists spent only 142 yuan and per capita spending slowdown in the growth.

This macro-economic background of the hotel business a lot of new situation:

First, the hotel industry's operating revenue and operating profit has deviated from the trend. In recent years the hotel industry's operating revenue has increased significantly, but operating profits fell year after year.

Secondly, hotel room occupancy rate and average housing prices and to reverse the trend. Hotel Industry in 1998 in Zhejiang Province over the room occupancy rate of growth of 3.4 percent, while the average price dropped 9.3 percent, appears to reverse the abnormal situation. This situation shows that in the hotel industry market supply and demand side, demand has clearly increased as the main contradiction, if today's hotel market is only a simple excess supply, then the room occupancy rate and average prices should be at the same time Decline, therefore, insufficient effective demand has become the hotel industry downturn of the major factors.

Third, the hotel industry operating costs and management fees not synchronized growth trend. Zhejiang Hotel, 1998 operating costs increased 9 percent over a year, of which direct costs rose 5.5 percent, while management fees increased by 22.1 percent, the cost of the management of the hotel operator is still a major problem to be studied.

Fourth, the hotel industry has increased the degree of loss of momentum. Since 1997, the hotel industry a loss of face, loss of rapidly increasing.

1998 China's hotel industry in the first sector of the overall losses, in particular, is not characteristic of the old hotels and new hotels serious losses. This trend shows that demand for the hotel industry in the lack of market conditions, intense competition in the market has tended to seek new business strategy the hotel has a pressing priority.

Second, consumer demand is insufficient under the state of the hotel business strategy.

(A), established to make the cake the hotel industry source common development strategy.

In addition to the passengers to do the cake the efforts of government departments, trade between the joint marketing, the rising of seeking common development is indispensable.
1. Hotel industry associations through the establishment of early warning system to regularly publish the local hotel industry market conditions, the flow of tourists, the price level, cost targets and major events, and other information, to the builders did not enter the market with a warning to the existing hotel To guide the orderly operation, so as to create an orderly market environment in future.

2. Hotel industry as a window of the advantages of economic development, joint action, major hotels in some cities set up for the service to the hotel meeting sales network and actively seek large-scale trade fairs, exhibitions, ordering, cultural and academic exchange activities Such as the local organizing, and often jointly organized large-scale concerts, sports competitions and so on. These activities not only enhance the visibility of the hotel, attracting numerous tourists and hotel industry will greatly activate the market.

3. In government departments, with the support of a planned and step by step in the overall marketing, joint development of new markets. Hotel "fragmentation" of marketing, not only cost, marketing and ineffective, there is a need for different source destination image promotion in government departments at the same time, take the hotel industry and tourism related industries co-promotion, small hotels in the market The circumstances of coordinated operations, to attract all the guests. ]

4. Play to the hotel community functions, make concerted efforts to develop new products and create new demand. Hotel industry must focus on local people's consumption, the hotel should give full play to the hotel in the city's community functions, and actively develop new products, maximize the creation of the new demands of the public. If the wedding market, the silver market, children's market, as long as a marketable new products, believe that the potential demand.

(2), the establishment of the service aims to nurture customer loyalty marketing strategy.

Some of the secrets of business success is the first concept of a service, the implementation of strategic marketing services, will always retain customers. Visitors to the service, the hotel staff is not only a day-to-day work, but also a very crucial promotional activities. Therefore, the lack of consumer demand in the market in the establishment of the guests to cultivate loyalty marketing strategy services it is particularly important.

1. Hotel managers in the management of the process, to establish a hotel guests are a kind of "assets" concept, our business is a process of "absorption of capital", "protection of capital" and "replenishment" of course, only guests Such assets "added value", the hotel will Zhangshengbushuai.

2. Departure from the customer's demand for hotel products constant adjustment, reform and perfect the formation of the guests satisfied with the products. Hotel to strengthen the market research, launched marketable products and services to constantly enrich the content of products, updated product extension services, especially the old Hotel, even if only some of embellishment hotels, jewelry, marking the symbolic change will be to Visitors to create a mood, Coupled of an endless stream of activities to promote, one after another of the hot selling point of manufacture, will enable guests often new to regular, permanent Buyan.

3. Guests to provide satisfactory services, enhance the guest's loyalty. To provide satisfactory services to the guests, just stay in the general regularization and standardization of services is not enough, because it is only a mass production, in order to raise the guests satisfaction, we must work hard to personalized services. Require the establishment of the hotel from the start off the history file, the guests have a different personality, highlighting specific services. Such as room service to the elderly in accordance with its slow tempo, high-demand features, focusing on good lighting Zengliang, telephone by the sound, non-slip bath services; of the wedding guests, but I have to create a unique warm environment.

4. Pay attention to the guests to create a good experience to the guests took good impression. If operators are happy to let visitors experience, we must consider the dining environment, atmosphere and good taste. If you let the hotel guests are unforgettable experiences, then you create a good loyalty.

5. And guests should maintain normal ties.

6. Hotel staff to be on a consistent manner, "customer-oriented services" education so that guests awareness enjoys popular support, a strong customer-oriented atmosphere. With

When guests to the establishment of staff awareness of the incentive mechanism, so that employees with a pleasant mood for guests to provide quality services.

(C) defense establishment seeks to avoid competition with the differences of marketing strategy.

In the current shortage of hotel industry needs a buyer's market conditions, the demand for the reunification of the single market has ceased to exist. Any hotel can not meet the hotel industry overall market demand, any demand can not be from a hotel to a separate meeting. Hotel managers should therefore completely abandon the large number of non-discriminatory marketing, instead of the differences in the implementation of marketing strategies.

1. Hotel in a wide range of market research, based on the overall market for scientific, effective and from among the breakdown of one or several market segments as its target markets, and concentrate manpower and material resources, to focus on marketing.

2. Concentrated on the basis of marketing, the hotel should highlight the differences between their rival products to achieve a competitive advantage differences. Differences in the basic way to create a four kinds: product differentiation, service differences, personnel differences and differences in image.

酒店管理系统-英文介绍

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