1, the recovery of cash is fast, the card type of consumption cycle is long;

2, the amount of consumption formed a pre-deposit, fixed the equivalent customer base;

3, can control the consumption habits of the middle and high grade guests, to guide the correct and rational consumption;

4, intuitive sense of good, can let the customer in the sense of identity at the same time. Feel the actuality of the offer;

5, the initiative of the consumption mode. Customers fast consumption, to achieve the quantity of requirements, the rapid generation of profits; customers consume slowly or do not consume, to achieve the quality of the requirements, increasing the profit margin;

6, membership card control can be reasonable control of vouchers caused by the operation of the loss of financial funds;

7, membership card sales can be made through the commission and other ways to intuitively touch the sales promotion, increase sales.

8, can form a pre-sale scale, drive the balance of the off-peak season.

Second, the card type brief analysis:

Value-added card: commonly known as pre-stored card, stored value card. That is, the customer with cash in the place of pre-stored consumption amount, enjoy the place of value-added card proprietary benefits, the place of card as proof of consumption. This way to avoid a flavor of discounts and discounts unlimited concessions and customers, to avoid damage to the interests of the venue.

Conventionally formulated value-added card, according to the name of the face value is divided into: diamond card, gold card, silver card, etc.

Aimed at the way: through a reasonable budget, a one-time gift to control the loss of profits.

Discount gold card: commonly known as discount card, discount card. That is, with the consumption ability to limit the share of issuance, drive the strength of the consumer groups to the place of consumption of customer service. This way is not limited to the number of times of consumption, mostly used for food and beverage, after being applied with the bath place. Intuitive feeling has driven the effect, but the actual popularity of the hype method. The characteristics of the bath due to the use of this type of card, will cause the loss of consumption, to bring losses to the unit.

Conventionally formulated discount card, the name is divided into: VIP annual membership card annual membership card, etc.

To address the way: can be transformed and vouchers fusion, the use of, and production for the number of times the card.

Third, the positioning of the membership card

1, the positioning of the high-value card. (Called: diamond card, platinum card, VIP card)

Swan Lake is now due to the adjustment of business projects, the main business sector only two bath and bath club. And these two projects in the operation is still the same, just take the source groups are different. Therefore, it can be positioned as a diversified operation, the formation of a coherent business model, the attraction of high-end customers is not very large, it is difficult to produce a large single consumption phenomenon. At the same time, taking into account the future changes in the Oriental Roma, so the positioning of the membership card can be slightly higher.

Any more changes, the business is still a bath. Since it is a bath, and still in Huainan, so must draw on the actual situation in Huainan. At present, Huainan bath relatively good is the Oriental Roma, and the Oriental Roma's highest amount of card is 5,000 yuan in nominal value, and there is a large amount of discounts, but the sales volume is no more than 5 per year. So I think we need to be pragmatic in our positioning of the card, and consider it in the context of the grade and size we are actually building.

The establishment of the actual customer service department, as well as the increase in customer service efforts, will bring a substantial effect on the sales of membership cards, especially the establishment of large customers, so the establishment of high-value cards is still quite necessary.

High-value membership cards are positioned at $20,000, $10,000 and $5,000.

2. Low-value card positioning. (Appellation: membership card)

Swan Lake will now change the order to buffet, the reason is also to consider the actual degree of the source group, that is, the buffet will be very obvious increase in popularity, the business threshold is guaranteed. The real reason is still not so big high consumption market, the high amount of confidence in the consumer market is not enough.

Also in comparative terms, the Oriental Roma is still 1000 yuan card sales accounted for the vast majority of the proportion of the annual sales of about 8 million, to 80% to calculate the value of 1000 yuan card sales of 6.4 million, that is to say, 1,000 yuan card sales of 6,400, the daily sales of nearly 18, the number must be to attract our attention.

Card sales in practice is still in the low-medium-denomination as the main orientation, so we should still be low-denomination card as a card sales guarantee, to absolutely seize this piece, to absolutely guarantee this piece. This piece can be regarded as the top priority. At the same time this type of card is also the focus of the natural sales of cards.

Low-value membership cards positioned at 1,000 yuan, to 1,000 yuan as a unit can rise, the upper limit of 4,000 yuan, enjoy the same discount rate (that is, 1,000 yuan as a base).

3, the positioning of the times card. (Called: bath card-experience card)

We actually examined and observed down, as long as there is the existence of vouchers, there is an operational loophole, and it is very intuitive to cheat and enrich themselves. But in practice, the voucher operation has a strong maneuverability, there is a considerable need to exist.

Discount card discount behavior and does not apply to the bath, because of its discounts, concessions will allow the operation of the flexibility to be limited, especially seasonal operations can be reflected.

So I think the combination of cards and vouchers. The card can limit the occurrence of cheating behavior, coupons can increase operational flexibility. Based on the actual situation, I think it is more appropriate to introduce the bath card.

The bath card is actually a bath times card, in fact, the bath coupon in cash or times of the method of entering the card to operate (now the software supports this function), with this method of control of cheating and the control of discounts.

Fourth, the card gift positioning

1, diamond card

Pricing 20,000 yuan, a gift of 5,000 yuan, the total consumption of 25,000 yuan. Value-added 25%.

Other gifts:

1), 20 baths free bath (for 1 bath card, more than one more charge).

2), can be divided into card operation, the main card for the purchase of the amount of the card is not divided into cards, the amount of the gift can be divided into cards, up to 3 cards.

3), with the main card can enjoy member dressing area, member bath clothes, member dining area. Split card does not enjoy.

4) A set of special bathing suit valued at 588 RMB will be presented and storage service will be provided.

5), a set of special bath products worth 388 yuan, and provide storage services.

2. Platinum Card

Priced at 10,000RMB, with 2,200RMB complimentary, for a total consumption of 12,200RMB. Value-added 22%.

Other gifts:

1), 10 baths free bath (for 1 bath card, more than one charge).

2), can be divided into card operation, the main card for the purchase of the amount of the card is not divided into cards, the amount of the gift can be divided into cards, up to 2 cards.

3), with the main card can enjoy member dressing area, member bath clothes, member dining area. Split card does not enjoy.

4) A set of special bathing suit valued at RMB 388 will be given as a gift, and storage service will be provided.

5), a set of special bath products worth 188 yuan, and provide storage services.

3, VIP card

Priced at 5,000 yuan, a gift of 1,000 yuan, the total consumption of 6,000 yuan. Value-added 20%.

Other gifts:

1), 5 baths free bath (for 1 bath card, more than one more charge).

2), can be divided into card operation, the main card for the purchase of the amount of card does not score cards, the amount of money can be divided into cards, up to 1 card.

3), with the main card can enjoy the member dressing area, member bath clothes, member area. Split card does not enjoy.

4) A set of special bathing suit valued at 188 RMB will be given as a gift, and storage service will be provided.

5), a set of special bath products worth 88 yuan, and provide storage services.

4. Membership card

Priced at 1,000 yuan, 180 yuan complimentary, total consumption of 1,180 yuan. Value-added 18%.

Other gifts:

1), 1 bath free bath (for 1 bath card, more is more charge).

5, bath card-experience card

Regular for matching stored value card gift, or in the form of preferential activities, you can also buy.

Fifth, the card use instructions

1, the day of purchase of the card to use, may not exceed 50% of the amount of the card;

2, diamond card, platinum card use time limit shall not exceed 1 year, the expiration of the use of must be injected into the remaining amount of 20% can be activated. The renewal card base is 5000 RMB.

VIP card, membership card use time limit shall not exceed half a year, expired use must be injected into the remaining amount of 20% to activate. Renewal base is 1,000 yuan.

Bath card-experience card use realization shall not exceed three months, this card is a complimentary card, expired.

3, please fill in the customer information and card purchase agreement, so that the card in the loss, damage to the card replacement or replacement, otherwise, loss, damage is not in the replacement card or replacement. When replacing or replacing the card, the hotel will charge a cost fee of 50 yuan.

4, card operation for anonymous operation, please keep the card and password.

5, once found no amount of card, the hotel has the right to take back.

6, major holidays, the hotel discount activities, the use of the card please follow the hotel lobby posters.

7, Swan Lake and other subordinate venues sold cards, the implementation of universal.

8, bath card-experience card is not accepted with diamond card, platinum card, VIP card, membership card checkout.

9, the hotel has the final interpretation.

6. Considerations and variations of card operation

1. The usual card is a single card that combines the purchase amount and the complimentary amount in one. This card operation is more direct and simplified, but the face of consumption is also relatively narrow, often limited to a single line of consumption, consumption is not broad. Split card is to separate the card purchase amount and gift amount, often in the form of 2, 3, the operation of this split card is relatively cumbersome, but 1 card is divided into 2 or 3 to consume the formation of two or three consumption routes, consumption surface is expanded accordingly. The speed of zeroing in on the amount of money spent is relatively fast.

2. Advantages and benefits of split cards

1), selectivity: the simultaneous introduction of single cards and split cards. Single card for the regular consumption mode, accept more groups, more extensive; card as a new type of hotel card for the focus of marketing, this card is also more in line with the needs of some consumers, the acceptability of the customer base will also be stronger.

2), fixed: sub-card according to the face value of the card and the amount of gifts, only to provide the number of sub-card options. Customers with a face value of more than 10,000 yuan can be given special treatment according to their actual situation.

3) Differentiation: There is a certain difference between the main card and the sub-card. Because the amount of card sales to give the gift of different magnitudes. Deputy card regardless of how much the face value in principle do not enjoy the main card level treatment, the amount of deputy card is located in the 1000 --- 5000 yuan, do not enjoy the dressing area, special bath clothes, members of the dining area. If you need to enjoy the member dining area, you need to add 29 yuan/seat additional meal fee.

4), continuity: split card operation, the main card in the renewal of the card when the same amount of gifts can be allocated to the deputy card or not allocated. The secondary card can be recharged on its own, the actual amount of discounts according to the amount of rechargeable cards to enjoy the corresponding standards. In order to facilitate the operation of the secondary card can be changed when recharging the card, the recharge amount reaches the standard can also be divided into cards, the formation of branching effect. The balance of the original sub-card can be returned to the newly purchased card or a single consumption supported by the software can brush two cards. Balance transfer password right to the lobby assistant, operation right to the cashier, business check to the financial.

Seven, the card operation process

1) The main sales of membership card is based on the customer service department, the main operation is as follows:

1, the financial is responsible for the preservation of the card and scrapped;

2, the financial specialists are responsible for the opening of the card;

3, the customer service department in accordance with the approved ratio of the open empty card;

4, the customer service department in accordance with actual The customer service department recharges the card at the main desk according to the actual sales;

5. The cashier receives the cash for the card and recharges the card;

6. The finance department receives the cash and verifies the sales volume.

2) customer service department peripheral card sales, the main operation is as follows:

1, the establishment of the base number of 100,000;

2, by the director of customer service to the finance to open a note to receive;

3, 10 days with the financial settlement reconciliation once;

4, card sales money in a timely manner as the amount of money to be handed over;

5, how many sold to take as much as possible, and always maintain the The base figure of 100,000 yuan is always maintained.

VIII. Membership card processing methods

1. Membership card processing methods:

1) Membership card processing authority. Membership card processing all by the customer service department unified operation, in addition to Party A gift, all membership card processing procedures are completed by the customer service department.

2) Membership card sales model. Membership card sales in three modes.

The first for the customer service department dedicated sales, that is, the customer service department specializing in the promotion and the hands of resources customer sales.

Secondly, a professional receptionist for the infield sales. That is, the infield receptionist and leading salesman. Increase the card marketing efforts, but the card must be processed through the customer service department, the customer service department to give the corresponding commission.

The third for the whole sales method, that is, the whole field staff do not lose time to the customer sales. The worst effect is to leave an impression on the customer. This kind of membership card processing must also be unified by the customer service department to complete, the customer service department to give the corresponding commission.

2, membership card operation process

1, the customer service department card sales operation process and area.

1) Customer Service Department card sales are mainly placed in the front lobby, the front lobby is a necessary channel for customers to enter the venue to consume and leave the checkout. Customer service personnel should grasp the timing of sales, followed by customers leaving the checkout for the most intuitive sales timing, customer spending power, consumption items, consumption amount are intuitively be reflected, to put this off, the site sales that is half of the success.

2) customer service department in the field of operation is mainly on the customer maintenance. Sales is a part of the maintenance also occupy a considerable role, which is not only the key to deal with the relationship between the hotel members, but also the embodiment of the identity of the members. Inside the real relaxation and leisure area, customer service personnel purpose is too strong import but cause customer resentment, customer service personnel into the inside of the purpose should be mainly two points: 2 the first point of maintenance of the customer, the second point for other sales positions for membership procedures.

2, the field receptionist card sales operation process and area

1) the main definition of the field professionals: in the important post of the important areas set up by the hotel side of the professional receptionist, whose main work for the reception, service as an entry point to promote the hotel site service projects. This kind of in-field reception staff contact guests and the customer sales opportunities are better. Therefore, the membership card sales focus on the nature of the work. Strengthen customer service awareness, increase sales efforts, the use of reasonable methods of card sales and project sales and listed as the main work of the professional sales staff in the field. Inside the sales staff work by post and regional division, such as the need for articulation and tracking services can be across the region.

2) the field receptionist's operating procedures: the field receptionist in the sales process, such as the card with the customer to reach an agreement on the intention to purchase in the first time to notify the customer service department. Consolidate and handle this business, and in the business records indicate that the intention to reach the receptionist, as a commission allocation credentials.

3, other full promotion

Other positions are divided into special positions and ordinary positions. Special positions refer to important consumer program points and checkout points. Important project point mainly refers to the technician department. The technician department can be issued departmental marketing tasks, rewards and penalties. Checkout point refers to the cashier, the cashier try to cooperate with the customer service staff to promote, the customer service department in the commission by time period or by month to come up with a share as an incentive to the cashier.

Nine, membership card commission program

1. Membership card commission is divided into point commission and classified commission

1) point commission: customer service department commission. The sale of the card is designated as a unified operation of the customer service department. That commission settlement should be completed in unison with the customer service department. The commission point can be set at 2%-3%, let 2% as the base. Set the base sales task. If you exceed the target, you can increase the commission point proportionally, up to 3% or higher. Another method. In accordance with the general practice of sales in the current market, set a rebate point. By the end of the month or quarterly or annual rebate points. This type of method is to set a target amount, monthly settlement of 1.5 %. Accounting is done according to the time frame of the task. Meet or exceed the standard, and then be returned to 1 % or 1.5 % to incentivize and control.

2) Classification commission: refers to the field reception staff and other employees in the card sales promotion to reach the actual transaction facts or for the customer service department to reach a prior intention, and give the reward. Because the hotel card sales all by the customer service department unified operation, so the commission must be extracted from the customer service department commission amount, the commission point of the development, the hotel management must be involved, and at the same time because of the unknown operation of the actual effect of the commission method is divided into two steps of trial and operation.