In this context, China Hotel will face a new situation. This is mainly reflected in:
① The market space is gradually expanding. Its main manifestations are the increasingly extensive service target class, the rapid rise of domestic consumption, and the gradual opening of the global market to China.
② Consumers are becoming more and more mature. Its main features are as follows: First, the experience of consumers is getting richer and richer; Second, personalized consumer demand is becoming more and more prominent; Third, consumers' consumption behavior is becoming more and more shrewd; Fourth, consumers' awareness of self-protection is getting stronger and stronger.
(3) The market competition is escalating. Its main features are: first, the number of competitors has further increased, which not only faces the challenges of non-traditional hotel industries such as social catering, social entertainment and sanatorium; Facing the further challenge of international hotel groups, it will probably surpass China's first reform and opening up in terms of quantity, scale, scope, speed and intensity, and the internationalization of domestic market and nationalization of international competition will further become a reality. The second is the gradual upgrading of competition means, from the earliest quantity and scale competition to price and quality competition and even brand competition.
④ The market order is becoming more and more standardized. Its main manifestations are that tourism laws and regulations have grown from scratch, the level of industry management has been continuously improved, business rules have become increasingly sound, and hotel management behavior has become increasingly standardized.
⑤ The value of knowledge is increasingly prominent. Its main manifestations are the continuous improvement of scientific and technological content, the decisive role of knowledge management and the rising labor cost year by year. Facing the new situation, if China Hotel wants to take advantage of the situation, it must first think about the countermeasures from the strategic level and make clear the development direction of China Hotel. The author believes that according to the development trend of hotel industry in China, hotel managers in China must consider the following three basic issues:
I. Strategic direction
Entering the new century, hotels in China have entered an era of strategic success. Whether its development strategy is scientific or not is not only directly related to the success or failure of enterprise management, but also related to the long-term development of the whole enterprise. Hotel development strategy is a combination of development goals and strategies established by hotels to maintain or improve their competitiveness in the market competition based on the analysis and research of external environment and internal conditions. In different development periods and stages, different hotels choose different strategies, but all need to consider the overall development strategy. In guiding the development of hotels, hotels in China can be roughly divided into three levels: first, the profit-oriented strategy, that is, the profit-centered strategy of hotel management activities. It is characterized by taking enterprises as the main body, seeking quick success and instant benefit, and paying attention to the vital interests of enterprises. Generally, it is the strategy adopted by hotels in the survival stage. The second is the market-oriented strategy, that is, the strategy centered on market demand. Its uniqueness lies in considering both the needs of consumers and the interests of enterprises, both the quality of hotels and the cost of enterprises. This is the strategy that most hotels in China should choose at this stage. The third is the sustainable development-oriented strategy, that is, paying attention to the combination of three benefits and sustainable and coordinated development. Its characteristics are based on the present and focusing on the future; Based on enterprises, giving consideration to society; Base yourself on the domestic market and look at the world. This is the ultimate strategy that China hotels should choose.
Second, brand management.
Joining WTO means that more foreign-funded enterprises will enter the China market, and they will compete fiercely with hotels in China by virtue of their own brand and network advantages. If Chinese hotels want to compete with them. Only by practicing hard and building a brand. Because the future competition will be brand competition, whoever owns a world-famous brand will have the initiative in the competition. Therefore, hotel managers in China must strengthen brand awareness and speed up the process of brand building.
The implementation of hotel brand management is a complex systematic project, and the key is to grasp five basic links:
1, visual design
Visual image is the coat of brand, and hotels must attach great importance to it. At present, China hotels must attach importance to the design and registration of trademarks. Trademark is the protection of hotel brand from the legal point of view, which belongs to intellectual property rights. Trademark defines hotel brand from three aspects: name, pattern and sound. After a trademark is registered, it shall be protected by law. Without the consent of the registrant, others may not use it without authorization. A good trademark is helpful to the establishment and spread of hotel brand image. The trademark design of general hotel brands should be considered from the following aspects: First, it is simple and easy to remember, closely related to the theme and easy to spread. As for the content of hotel brand, it is the accumulation of history and reality, and it is constantly enriched with the development of the brand. Second, it is highly abstract and compatible. The trademark of a hotel can't be completely confined to specific contents, such as place names or system names, but should have strong interpretability or compatibility. With the development of the hotel and the change of enterprise spirit, it will continuously enrich the connotation of the hotel brand. Third, be creative and avoid similarities. If the trademark is difficult to identify, it will cause confusion in the market and limit its own development. For example, the "international" and "overseas Chinese" in hotels in China are an example. Fourth, the meaning is positive and the association is rich. Hotel trademarks should not only grasp the main characteristics of hotel products, but also pay attention to the emotional appeal of hotels. It is best to design corresponding signs, such as "Give you a real holiday" in Hangzhou Zhijiang Resort, so as to give consumers a unique psychological feeling.
2. Customized services
Service is the foundation of brand. To become a brand, hotel service must be deeply loved by guests, and in this way, quality is the basic condition. With the increasingly fierce market competition, the service requirements of hotels will also rise, that is, from the original standardized service to customized service.
As a new service model, customization has the following characteristics: ① Customization service is a personalized service. In the era of standardized service, it should be said that the starting point for hotels to formulate service norms and standards is also the needs of guests, but this demand is often the general, * * * same and static needs of guests. The needs of guests are varied and rapidly changing, with the characteristics of diversity, variability and suddenness. Therefore, the service based on this is often difficult to really satisfy the guests. Customized service requires hotels not only to grasp the basic, static and explicit needs of customers, but also to analyze and study the individual, special, dynamic and implicit needs of customers. It emphasizes one-to-one targeted service and advocates "special love for special you". At the same time, it emphasizes adapting to the times and paying attention to the flexibility in the service process. ②
Customized service is a kind of humanized service. The key to humanized service is to pay attention to the guests and serve with heart. Paying attention to the guests means trying to "understand" the guests, not just treating them as "wallets" and ignoring their "heads". Dedicated service means that employees must always keep the guests in mind, pay attention to emotional communication in the service process, fully understand the guest's mentality, carefully observe the guest's movements, patiently listen to the guest's requirements, and sincerely provide sincere service, so that the guests can feel that every smile, greeting and service of the service staff are from the heart, which truly reflects a unique humanistic concern. ③
Customized service is an ultimate service. On the result of service, standardized service emphasizes specification, that is, whether it meets the standard. Customized service emphasizes the satisfaction of the guests, that is, whether the guests feel material comfort and spiritual comfort. Therefore, customized service is based on improving customer satisfaction, and the pursuit is the final effect. Therefore, it requires hotel employees to carry forward the "golden key" service spirit and do their best in customer service. The so-called dedication means to be ahead, do your best and do your best. The so-called meticulous, is attention to detail, meticulous, meticulous, and strive for perfection.
Of course, in order to ensure a reasonable input-output ratio, hotels can adopt different customized service strategies: ① mass customization, that is, theme hotels, such as ladies hotels and sports halls. ② Local customization, that is, personalization of local areas and ranges, such as business floors, Japanese floors, ladies floors, non-smoking areas, etc. ③ Highly customized, that is, one-to-one service, can be expressed as personal service, such as personal butler, or as highly targeted, flexible and extraordinary in the service process.
3. Cultural management
Extraordinary, unique and distinctive personality is the life of the brand, and the key of personality lies in unique culture, that is, the cultural atmosphere and connotation in hotel business activities, which is mainly reflected in tangible material culture and intangible spiritual culture. Tangible material culture is mainly manifested in architectural modeling, functional design, decoration style, staff clothing, environmental contrast, art galleries, concert halls and other cultural and entertainment facilities, as well as material products with national culture and western culture. Intangible spiritual culture is mainly manifested in the ideology in material culture and service activities, as well as the unique business philosophy and management culture in business activities.
4, three-dimensional marketing
Brand communication is a necessary way to build a brand. If a hotel wants to build a brand, it must improve its popularity and reputation. Hotels must adopt all-round and multi-angle three-dimensional marketing activities to make hotels have a great impact on guests and even the whole society. Three-dimensional marketing of hotels, first, pays attention to the organic combination of publicity and public relations activities and promotional activities, that is, on the one hand, it expands the influence of hotels through publicity and public relations activities, improves relations with all parties, beautifies the image of hotels, and improves their visibility and reputation; On the other hand, it is necessary to strengthen promotional activities, expand the market, increase the number of customers and increase market share. Second, we should pay attention to the close combination of planning and sales, that is, we should strengthen regular sales activities to consolidate the market; We should pay more attention to marketing planning, make use of theme marketing to create unique market selling points, and at the same time pay attention to ingenious leverage, such as "singing opera" with the government, "marriage" with literature and art, "holding hands" with sports and "dancing with celebrities". In order to achieve the effect of four or two thousand pounds; Third, we should pay attention to the interconnection of "love network" and "power grid", that is, we should not only pay attention to traditional personnel promotion, but also establish manual sales channels; We should also pay attention to online marketing, such as online advertising, online booking, various booking centers, etc., and broaden sales channels.
5. Asset operation
Brand is an asset, which will definitely bring additional benefits to hotel enterprises. Therefore, hotels should attach importance to the operation of brand equity. On the one hand, we should pay attention to the evaluation and protection of brand assets to ensure that the investment effect of hotel brand building can be reflected in time and the brand value will not be easily lost; On the other hand, we should pay attention to the realization of brand value and brand extension, such as export operation, franchise transfer, expansion to other industries (cultural and sports industry, real estate industry, cleaning industry, property management), and realize benign interaction between industries.
Third, refined management.
If you manage well, you must manage well. China hotel management should not only strengthen the basic management of the system, but also pay attention to the frontier breakthrough.
1, mechanism construction
Enterprise management mechanism is the contact way of mutual restriction and interaction formed by various elements of enterprise management in the process of operation, and it is an internal mechanism that can automatically and orderly promote the enterprise management system to play its role. Management mechanism is an organic whole system, which mainly includes management decision-making mechanism, management dynamic mechanism and management coordination mechanism. To improve the hotel management mechanism, it is urgent to speed up the reform of hotel property right system, clarify the relationship between enterprise property rights, recognize the value of human capital, improve the corporate governance structure and enhance the vitality of hotel enterprises; Second, it is necessary to improve the internal organizational structure of enterprises and establish rapid response organizations, such as project teams, flat inverted triangle organizations and innovative learning organizations. The third is to improve the internal restraint and incentive mechanism of the hotel and build a management platform for the development of enterprises and employees.
2. Cultural infiltration
Traditional management generally focuses on the construction of rules and regulations, while management in the era of knowledge economy emphasizes the construction of corporate culture. Because it will comprehensively affect the realization of various management functions and the play of collective efficiency. Hotel corporate culture refers to the sum total of corporate values, entrepreneurial spirit, business philosophy and code of conduct that are gradually cultivated and dominated in long-term management practice and recognized and observed by all employees.
In addition to scientific design and timely summary and refinement, the key to the construction of hotel corporate culture lies in spreading hotel culture and making it deeply rooted in people's hearts. The basic ways are: first, give full play to the exemplary role of hotel leaders. The ancients put it well: "He is upright and acts without orders. His body is not upright, although he disobeys orders. " What goes up follows what goes down. Teaching by example is more important than teaching by example. The words and deeds of hotel leaders can have a strong demonstration effect on hotel employees, thus affecting the construction of hotel culture. Therefore, hotel leaders must start from standardizing their own behaviors and lay a good foundation for hotel culture construction with their own words. Second, give full play to the influence of "heroes" in hotels. The so-called "hero" refers to a person who is recognized by the masses as noble in moral character, remarkable in work performance and enjoys prestige among employees. Hero has its own unique appeal, influence and appeal. As a mirror for hotel employees to judge their own thoughts and behaviors, it can play a special guiding role in cultivating the common values of hotel employees and forming an atmosphere of equality, mutual assistance, unity and friendship. Third, establish a perfect hotel culture network. When building hotel culture, we must attach importance to the role of various informal organizations and groups, such as earnestly grasping various associations, fraternity and interest groups. Establish and improve information feedback channels to ensure smooth communication and eliminate the soil that is not conducive to hotel development. At the same time, hotels should also use cultural carriers such as commendation meetings, celebrations, workers' congresses, group meetings and get-togethers to carry out publicity and education. Fourth, use the hotel's major events to spread. Major events, positive or negative, positive or negative, success or failure, often occur in hotel management activities. Hotels should carefully analyze and study from the perspective of culture, make use of the experience and lessons summed up from the incident, and make efforts to render it among the masses, so as to bring excitement or psychological shock to employees, and make employees realize the important role of hotel culture and consciously implement and popularize it.
3. People-oriented management
The competition between enterprises is, in the final analysis, the competition of talents, and the advantages of enterprises are actually the advantages of talents. Therefore, hotels in China must strengthen people-oriented consciousness, improve the employment mechanism of respecting knowledge and talents, and create a useful environment for heroes to grow up. According to the reality of China Hotel, the key to strengthen humanistic management is to adhere to humanistic management, competency-based management and professional management.
(1) Humanized management
Humanized management is a management that fully realizes human nature in the whole hotel management process, truly "understands" human nature, and gives employees full understanding, respect, tolerance and care with an open mind and sincere care. Employees should be fully aware that they are not only the object of the boss's request, evaluation and reward, but also the object of the boss's respect, understanding and care, that is, they should know how to respect, understand and care for employees.
Respect for employees is first manifested in affirming the value of employees. No one is perfect, everyone has his own strengths and weaknesses. Managers should be good at discovering the advantages of each employee and help employees develop their potential by creating an environment through authorization, instead of always blaming employees for their shortcomings. Secondly, it is manifested in affirming the "autonomy" of employees, that is, respecting and trusting employees as independent people. Hotels should let employees participate in decision-making through certain forms, establish relevant systems between enterprises and employees, and let employees independently make plans, implement controls and achieve goals according to the hotel's development strategy and goals, that is, "manage themselves." Once again, it is an affirmation of the "personality" of employees, that is, paying more attention to the existence of employees as unique individuals. In fact, employees often consider personal status, personal interests and personal values, because most people like to be treated as individuals and receive special treatment. Therefore, managers should manage from the "personal" mentality in their daily work. In short, hotel managers should realize that "as long as you think he is important, he is important". Respect and trust every employee, and they will easily contribute to the hotel.
Understanding employees means understanding your employees and understanding them. Understanding and consideration can bring employees closer to their superiors than respect and trust. In today's hotel service atmosphere, the boss's understanding of employees is particularly important. Especially when dealing with guest complaints, managers should not only pay attention to giving guests face, but also pay attention to maintaining employees' self-esteem and avoiding employees' sense of personality deprivation. For work mistakes caused by objective reasons, we should be tolerant and understand with a broad mind and give technical support. Only by "taking care of others" and "putting yourself in the other's shoes" can employees feel great relief.
Caring for employees means caring for your employees and helping them. There is no one who does not need the care, support and help of others. Hotel staff also need this kind of "responsible" care. In addition, the hotel should also pay attention to the design of employees' career, help employees choose their jobs correctly, improve their skills and make them truly useful people.
(2) Competency-based management
Competency-based management, in short, is competency-based management. It mainly includes the following meanings: first, human ability is the primary management object, and human ability is the fundamental starting point of management; Second, the improvement of people's ability is the primary goal of management, and the improvement and exertion of people's ability is the primary criterion for evaluating organizational performance; The third is to improve and develop the ability as the main incentive means. The key to implement competency-based management is to establish three mechanisms: one is the ability discovery mechanism. That is to say, according to the needs of organizational development and the present situation of individual ability, the scope of ability recognized by the organization is determined, and on this basis, the total ability and structure of each employee are scientifically measured through certain methods. The second is the ability to use the mechanism. That is, on the basis of scientific measurement of employees' personal abilities, employees with different abilities are given different positions and different treatments. The third is the capacity development mechanism. That is to say, according to the needs of the long-term development of the organization, various effective measures are taken to encourage employees to continuously cultivate and improve their existing abilities and turn potential abilities into practical abilities.
(3) Professional management
Professional management is to focus on cultivating hoteliers who adapt to the nature of the hotel industry and gradually realize the professionalization of important positions. Any industry has its own business characteristics and operating rules, requiring people engaged in this industry to have specific quality requirements. Therefore, the training of hotel enterprises must pay attention to the shaping of professional quality, that is, to cultivate hotel employees' professional consciousness, professional thinking, professional mentality, professional habits and professional norms. Of course, we must pay attention to the different professional characteristics and requirements of employees at different levels when shaping. At the same time, China's hotel industry must also establish and improve the restraint and incentive mechanism of hotel professional players similar to the transfer system of football professional players in China, so as to ensure the relatively stable and orderly flow of hotel professional players.