Creating a distinctive brand. Franchise is an effective, low-cost, fast-developing hotel business expansion, the key to such expansion is the enterprise's brand to be excellent. The role of the brand is that it can distinguish one product from another similar product, the brand is the medium of product quality identification, and can meet a particular preference of consumers. The hotel's famous brand, is the hotel product quality and reputation of the logo, is the hotel products to meet the needs of guests to reflect the ability. A famous brand is both an important intellectual property right and an important asset that can be quantified. Since famous brand products can produce a famous brand effect, it can make the trademark of hotel products have a high value or market price. However, most of China's hotel industry or hotel management companies still lack trademark awareness and brand awareness. The formation of the brand must rely on CIS (hotel corporate image system), the Alliance from the date of birth, focusing on CIS design, MI (concept identification) is the root of CIS, which covers the hotel's business philosophy, including corporate purpose, entrepreneurial spirit, business philosophy, corporate culture, business strategy, etc. BI (action identification) can be applied to the hotel's management protocols and operational processes category. VI (Image Recognition) is the use of visual design to visualize the corporate philosophy and attributes to be visualized, scale, systematic, including corporate name, logo, standard word, standard color, etc., so that the market and customers clearly identify and define.
Establishment of reservation sales network. Reservation sales network is the physical carrier of brand assets, a sign of a mature hotel group, and the main reason for the success of multinational hotel groups in expanding their hotels by franchising. Without a strong reservation network, Chinese hotel groups will have very limited space for franchise transition. The alliance's reservation sales network and VIP customer service system can help each alliance store control and guide the flow of customers, mutual booking within the alliance, information *** enjoyment, unified promotions. The establishment of reservation sales network is very important to the development of hotel franchising in China. Information network requires the hotel group in a variety of news media, the Internet to establish their own information web pages, regularly send alliance members hotel products and services information dynamics, and suppliers, travelers, customers and customers to establish personal information files.
Focus on human resource development. In recent years, some multinational hotel management group through franchising mode to join the excessive number of hotels, there is also a shortage of professional management personnel, there is a sense of overstretch. Holiday Group in Beijing Lido Holiday Inn opened the Holiday Inn University class, mainly to train the Chinese region's director of the hotel management personnel. Jinjiang Group also realized the importance of talent, as early as more than a decade ago, spent millions of dollars and Jiaotong University jointly set up the Department of Tourism Management, directed to the "Jinjiang" output management personnel. The alliance also put education and training, human resources development on the priority, important position: explore the establishment of international and domestic talent training base; for the alliance store wide network of talent; from form to content, explore the establishment of training for the new set.
Chain restaurant staff management
With the social and economic changes, a variety of chain restaurants such as the emergence of the spring, however, due to the limited space for the development of the market, coupled with the fierce competition in the same industry, a number of enterprises as if under the pressure of the stone grass is difficult to grow healthy and strong. Therefore, in such a market background, how to find a way out of the development has become a problem to be explored. Catering industry is a humanized service industry, the quality of service directly affects the operating results, and the quality of service is created by the enterprise staff, so the quality of the enterprise staff has become an important factor in the fate of the dominant enterprise.
Talking about the quality of the staff of the enterprise, will undoubtedly make people think of a fine, standardized college diploma, because it is a measure of the enterprise knowledge capital is strong or not a standard. Catering industry is less technical, it does not need a high degree, it needs a quality of service. And service it is not a specialty, can not get professionals directly from the job market. It needs to establish its own professional training system within the enterprise, through internal training and education to improve the quality of service.
Catering workers generally do not have higher education, and more complex thinking, so the training needs to pay attention to the method. Since training involves the reconstruction of the intellectual structure, we can call it the ideological genetic modification project. We analyze the staff's state of mind, summarized the following problems:
First, a strong sense of inferiority. Affected by the living environment, contact with customers will produce a psychological barrier. This psychological impact on the normal interaction and communication between people;
Second, lack of self-confidence. Because of the shallow education, coupled with the pressure of employment in society, many people do not believe that with a weak educational foundation have the opportunity to start their own business. They don't dare to dream, and end up losing time as a result;
Third, lack of discipline. Usually very little strict requirements for their own, to the enterprise is subject to those rules and regulations of the control, naturally, is not adapted to;
Fourth, the lack of logical and dialectical thinking. Because of the lack of organized thinking exercise, in the work process is prone to low efficiency, waste and other phenomena;
Fifth, the lack of systematic thinking method. Because many problems have its deep background causes, if only purely from the surface to consider, not only can not solve the problem, but may appear to cut the flesh to make up for the sores, digging the east wall to make up for the west wall of the joke. For example, some employees inadvertently in front of customers with their hands to pull out the hair on the dishes; take a communal rag to wipe the greasy tray and so on. All of these behaviors are signs of a lack of systems thinking exercise. It should be added that it takes a time process for the occurrence and change between cause and effect, and if you fail to perceive it, you may unknowingly make a mistake. "Close to the ink is black" illustrates this truth. This truth also reminds us not to try to do things that are detrimental to the interests of others or the collective when we are unsupervised. Otherwise, you will lose the opportunity to develop as a result, or even go astray;
Sixth, lack of service consciousness. The customer is the real "boss". Many people do not understand the true meaning of the customer's inner, treat the customer just a professional perfunctory and cope with, so talk about what "service";
Seventh, the lack of team spirit. Affected by the market economy, people's concepts tend to be realistic, few people are willing to accept additional labor and services without compensation. In the ideological atmosphere listed above, it is easy for people to feel the pressure of work. In fact, it is not the work itself that is difficult, but the relationships and the mind.
Aiming at the above problems and symptoms, and according to the systematic thinking method, we can refer to the following management programs on a trial basis:
First, the establishment of a people-oriented management system, improve and perfect the system of rewards and punishments.
Person-centered management is the human comprehensive self-development as the core, to create the appropriate environment, conditions and work tasks, personal self-management as the basis for the enterprise *** with the ideal as a guide to a set of management models. Enterprises want to have a wide range of development space, the first must provide employees with a long and challenging promotion ladder. In this way, the work will not be blind, and some positioning; work itself will add a lot of value and meaning. In the system of rewards and punishments should correspondingly reflect the idea of human-centered management, rewards and punishments are clearly distinguishable. It is worth mentioning that, in the operation, may encounter a kind of "humane employees", this kind of people rely on special relations to occupy important positions, but no actual working ability, and like to show bureaucratic framework. If there is no system to constrain this kind of thinking and behavior, there will be a "cannibalization phenomenon", and even the perfect enterprise will be paralyzed. In the people-oriented management, the staff as a talent, equal and fair treatment of everyone, which is particularly important.
Second, the design of systematic training programs.
The design of the training program is related to the success of the ideological genetic modification, so it is crucial. According to the characteristics of corporate culture, the training content can be designed as follows:
⒈ ⒈ corporate culture and systems;
⒉the development of corporate vision and value;
鈪月月月月月月月月月月月月月月月月月月月月?
Sung with a correct outlook on life;
Be careful of the five disciplines, including: ① self-transcendence; ② transformation of mental model; ③ establishment of the same vision; ④ group learning; ⑤ systematic thinking;
The five disciplines is a part of the "The Fifth Discipline" by Peter Sage, which is the most popular and most popular discipline in the world. Shengjie "Fifth Discipline" for the establishment of a learning organization and the design of the practice procedures and methods, through the five practices can achieve the purpose of recognizing the deeper issues behind the thinking.
Third, the training activities are organized.
The purpose of the training activities is to strengthen awareness and develop a good behavior. Content may include:
1 ⒈ organization of daily meetings. Regular meetings generally include: ① formation; ② check appearance; ③ corporate culture awareness training; ④ summarize the previous day's work; ⑤ deployment of work tasks.
Peak simulation management training. Let grassroots employees simulate managers to learn to arrange management work, such as hosting regular meetings, on-site supervision and so on. The advantage of simulation training is to let the grassroots employees have the opportunity to contact the management, learn to stand in the management's point of view to look at the problem, but also for promotion to be able to lay a good foundation.
3 weekly training classes. The content of the subject is a systematic training program. Lecture is a combination of learning and practicing, and provide more opportunities for employees to exercise in front of the crowd. Let them in the process of learning and practicing, slowly improve the courage, learn to think and express, and develop a higher level of competence.
Sung job transfer. If you've been in a job for a long time, it's easy to become patterned and boring. By sunging a new position, the employee will have the opportunity to experience the new work style, which will increase the freshness of the work, and maintain the efficiency of the work.
Be careful to organize outdoor collective activities. After all, the unit is a workplace, isolated from the outside world, the supervisor should be organized in a certain period of time outdoor collective activities, so that you can keep the information flow with the outside world, but also to achieve the mood adjustment, enhance the unity of the purpose.
Fourth, the formation of special meeting mode.
The traditional meeting mode, rather than a form, it is better to understand that a waste of time. Effective meetings can solve many problems and enhance the participants' state of mind. Influenced by traditional culture, participants generally have a habitual defense mentality. This mentality leads to the reluctance of participants to say what they really think and to review whether the thinking pattern behind their ideas is correct. In such a state of mind, it is neither possible to exercise the individual, nor beneficial to the enterprise to carry out the work and solve the problem. Peter? Shengjie "Fifth Discipline" in the "depth of the convergence of the" model gives us a good reference method. To convene a meeting, the real thoughts of the participants should be spread out in front of the crowd, in order to receive inquiries and observations; to determine the topic of mutual inquiries and reflections; to group discussions, each group of personnel control in 4-5 people, the discussion should be intense, allowing constructive conflict; there should be a counselor to preside over the meeting, to grasp the direction of the meeting discussions, control the situation of the meeting. The direction of the meeting topics can be set
for: the company's culture and system of views; the company's view of the existing problems; the concept of the future; how to develop and innovate; on the subordinate's views; how to effectively motivate subordinates and so on. After the meeting to determine the program, but also to implement and track. Otherwise, even the best meeting mode, but also just talk. Appropriate use of the function of the meeting, play the role of the special meeting structure, will achieve unexpected results.
Fifth, the establishment of talent promotion and elimination system.
Some newcomers are not adapted to the corporate culture and system, and some of the old staff may form a stubborn force, in order to avoid these employees to affect the normal operation of the company, we must establish a talent promotion and elimination system to artificially create the "catfish effect", so that the overall staff to maintain vitality, and actively face any problems encountered in the operation. We must establish a talent promotion and elimination system to artificially create the "catfish effect", so that the whole staff will always remain energetic and positively face any problems in operation. The development of the enterprise needs to eliminate unqualified personnel and explore new talent. Through the elimination of unqualified staff, but also can continue to improve the overall quality of staff, increase the knowledge capital of the enterprise.
Sixth, the establishment of effective information feedback channels.
As an administrator, if you do not understand the situation at the grass-roots level, it is a blind command; as grass-roots employees, if there is no opportunity to say what is really in their hearts, it shows that the enterprise has been in the midst of dying. In general business, the grassroots of important information is often not valued, or suppressed, so that the senior leadership to develop some of the program is not practical, can not produce the effect. Therefore, in order to make all the staff up and down, the formation of 1 +1 & gt; 2 management performance, it is necessary to establish an effective information flow channels.
Summary of the chain of restaurant industry staff management methods, the most important in the following three aspects:
First, the enterprise shaped into a home;
Second, the enterprise cultivated as a place of education;
Third, the "customer satisfaction" as the development strategy. Culture is the economy of tomorrow, and the vitality of an enterprise comes from its rich internal management culture. The value of culture always exceeds the real economic value, because culture is potential and eternal. Creating a profound cultural environment for employees is the only way to retain talents; and only then can the employees go all out in pioneering and innovation.
Ha Han International Clothing