Abstract: With the successful bid for Beijing 2118 Olympic Games and Shanghai World Expo, it has brought immeasurable impact on China's hotel industry. As China's exhibition economy started late, it lags behind the development pace of the international exhibition industry as a whole. Although the development of the hotel industry has begun to take shape, there are still many places to continue to work hard on the road to specialization and internationalization. As one of the pillar industries of the tertiary industry, the hotel industry is bound to move towards internationalization under the background of economic globalization. With the progress of society, people's material needs and spiritual needs are developing in a higher level, and this diversified feature is fully reflected in hotel consumption. The important thing for a hotel is to grasp the customers' heart and "take customers as the center". Only in this way can it get the maximum economic benefits. In the new market environment, customer value has become an important source of enterprise competitiveness, and the strategic task of an enterprise is to build a bridge between its customer value creation ability and the target customers in the market, or to make the value creation ability of an enterprise best match with the value requirements of the target customers in the market. Therefore, we must take the customer value as the starting point and the customer value as the destination. Customer value is the core of hotel service marketing.

Keywords: customer value; Service marketing; Hotel service

In the process of marketing, there are often differences between the perception of the enterprise as a supplier and that of the customer for the same commodity or service. This is more obvious in the hotel service industry. The difference here may be not only the cost of producing or providing goods, but also the benefits that goods or services can bring. For a hotel, in other respects, the quality of service determines the size of the hotel's interests. With the continuous expansion and development of the catering market, the requirements for our employees are getting higher and higher. In many regions and industries, marketing is an eternal topic, and marketing is very important for enterprises to develop. As our catering service industry, it is far from enough to do marketing on dishes or sales! Marketing is not only a business idea and strategy, but also a business method that permeates every detail of hotel service and management. Service marketing is an important link in this process, from the daily greeting and delivery, receiving people and waiting for things, to every specification, requirement and standard of customer service, and then to the code of conduct and work requirements of grass-roots management. By concentrating on the theme of "customer-centered", we can scientifically carry out the hotel operation and achieve the greatest economic benefits.

1. Customer value and hotel service

Customer value is the benefit that can be brought to customers due to the participation of enterprises. The first principle of relationship marketing is to fully meet customer needs, and enterprises should meet customer value expectations and provide value to customers through various business activities. The greater the total customer value, the lower the total customer cost, and the greater the customer concession value. "Customer value" refers to the customer's balance between the following two aspects: from a certain product, After comparing the available products, customers choose the product that they think will bring them the greatest benefit. Therefore, value is a relative concept, which is relative to the benefits that competitors can provide.

In the hotel industry, the customer's concession value should be maximized. Therefore, in the previous generation marketing, corporate customers were urged to buy the goods or services that they thought could obtain the highest customer delivered value, and the so-called customer delivered value refers to the difference between the overall customer value and the overall customer cost. Overall customer value refers to all the benefits that customers get from a given product and expectation, including product value, service value, person value and value of the image. The overall customer cost is the money, time, rough power and spiritual cost that customers spend in the process of purchasing goods and services. Therefore, the hotel's service level must be greater than the customer's expectation, and do a good job in hotel service marketing.

Second, the hotel's "service marketing"

Because the hotel's customers come from all directions, different customers have different consumption needs, which requires the hotel to provide targeted services, so as to meet the psychological needs of customers. Therefore, it is the starting point of the hotel to provide products and services that are satisfactory to customers according to their needs. Of course, this first requires managers to increase relevant staff. In order to get the maximum benefit, we must go up from the core, ensure the best service, and let the guests come happily and return satisfied. Only in this way can we "retain" the customers. The quality service includes several points: First, the hospitality is fair and just; Second, pay attention to work efficiency; The third is subtle service, also known as "personalized service", which provides various detailed services according to the different needs of guests to meet their unique needs and reflect the hotel's humanistic care for guests. The marketing service attitude of hotel staff is also very important, so as to make the "first return customer" become a "repeat customer". For the hotel industry, customers are the eternal god. From the long-term interests of the hotel, a hotel must have a fixed source of customers and establish a high-quality and efficient customer network. With fixed customers, it is necessary to retain them and maximize the benefits. This requires the hotel to have good after-sales service, timely and properly. Second, never argue with the guests, give them enough face and give them the "right", which is the basic skill; Third, be good at guiding guests and balancing the interests of guests and hotels, which is the working standard. We should actively adopt the opinions of customers, and only the complaining guests are the most loyal guests and good guests of the hotel. Only by constantly improving the service and perfecting the marketing strategy can the hotel's market competitiveness be improved.

III. Hotel service marketing planning

<; 1> Service marketing planning steps

1. Service marketing decision-making. This is the premise and foundation of planning. It also includes several aspects: ① service factor decision-making. Investigate the market, the requirements of customers from all walks of life, and decide which floor the hotel should focus on. ② service level decision-making. According to the needs of customers, improve service level and do a good job in sharing rules. Only in this way can the service level decision-making be more clear. In the service elements, we should pay attention to positioning the customer's expectations and show them well. If the hotel's service level is lower than the customer's expectations, we must optimize the service and eliminate this difference. We also need to deepen communication with customers, so as to truly understand customers and make them participate in service marketing. We should be people-oriented and win customer satisfaction.

2. Make plans and be organized. Counterpart reception. Both of them must be based on market research and customer expectations. After determining the content of the activity, make a detailed plan, and draw up the division of work and detailed arrangements at each stage, as well as the work process plan that must be completed at each time point and segment. The plan must be comprehensive, attention should be paid to every detail, and the implementation must be in place. This also requires hotel personnel to participate in the service marketing. Hotel personnel should improve their own quality and devote themselves wholeheartedly. Only in this way can customers truly experience the feeling of "home".

3. Establish a good after-sales service and provide additional services. If customers want to become repeat customers, they must establish a good tracking system, receive them in person, and effectively solve their problems. 2> Matters needing attention in service marketing planning

1. In order to satisfy customers, we must have excellent employees. For hotels, having excellent employees is the key to seize customers. Therefore, managers must cultivate employees according to market research and improve the quality of foreign service. At the same time, we must pay attention to all-staff marketing, improve each employee's own ability and provide customers with the most and best services.

2. We must maintain the image of the hotel. Make the hotel establish a good image on the premise of service first. We must focus on this at all times to maximize the benefits of the hotel. We should actively publicize and give customers a good impression. We should provide after-sales service to improve the image of the hotel.

3. Besides hotel services to attract customers, we can also increase contact with other enterprises, attract employees from that enterprise and issue discount cards, which can also improve the visibility of the hotel.