At present, the competition in the hotel industry is becoming increasingly fierce, and consumers are becoming more and more mature, which puts forward higher requirements for our hotel management. Below, I'd like to share with you a model essay on hotel management scheme. Welcome to refer to!

At present, the competition in xx hotel industry is increasingly fierce, and consumers are becoming more and more mature, which puts forward higher requirements for our hotel management. On the occasion of 20 17, I plan to make a series of adjustments to the management of our xx hotel to attract consumers to our store and improve our operating efficiency.

First, the market environment analysis

Problems existing in the operation of our store:

1, the target customer group is inaccurate and too narrow. The main feature is to wait for customers to come to the door, take government departments as the main customer base, and lack private consumer groups. It does not fully reflect the characteristics of our hotel, and its positioning is on the high side. In addition, there are still some problems in the service quality of some hotels, which affect consumers' confidence in hotels. Last year's business situation was not good, so we should reflect on it and focus on the market. We should fully tap our own advantages, broaden the market, rationally consolidate the existing consumption units of enterprises and implement reform and opening up. Improve its consumer files. Our store is located in xx city, and its consumption level is not high. Most residents are ordinary consumers. However, our store mainly deals in X cuisine, mainly seafood. There are few cuisines in mountain products and local areas, and the income of most residents is unacceptable for a long time. However, the hardware level and service of our store are the best in the region, so we should receive all levels of consumption at different levels, which should reflect? Fancy but not expensive, really affordable? Business philosophy. At the same time, the reception of tourism teams also needs to be developed and strengthened.

2. The news propaganda is not strong enough to let people in X city know about our store, nor can it be fully publicized in XX area. It is suggested to publicize corporate culture or corporate contacts with less investment, and then set up billboards on peripheral provincial or X-level main roads.

3. competitor analysis: there are no hotels of similar grade around our store, only many small restaurants or hotels. Although they don't have the strength to compete with us in business ability, they attract some consumer groups with low-grade, good quality and low price. There are some high-end hotels around, mainly in tourist areas, and government departments have an impact on our reception, so we should pay attention to it this year and strive for service quality or other aspects. Do a good job in meeting reception market. Do you want to go to the scenic spot for leisure sightseeing, business negotiation, food and accommodation? XX？ Business strategy.

Second, the target market analysis

The target market is the most potential consumer combination group.

Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to? Blind people ride blind horses? .

The target market should have the following characteristics:

Not only consumers who are interested in hotel products and have the ability to pay, but also consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers, so as to make better use of the opportunities represented by this information, make customers more satisfied and ultimately increase sales. (Gold Customer Profile Advantage). Customer resources have become the source of hotel profits, the existing customer consumption behavior is predictable, and the service cost should also change with the off-season. It is impossible to prepare for 100%, so 80% of the staff will create 100% jobs, and the remaining 20% will be pure profits. At the same time, it is necessary to maintain customer loyalty, which is the best free word-of-mouth publicity, and it also makes it impossible for competitors to compete for this part of the market share.

Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:

1. Get more customer share from existing customers.

Loyalty. Customers are willing to buy more hotel products and services. The consumption of loyal customers is two to four times that of leisure consumers, and with the growth of loyal customers' age, economic income or their own business, their demand will further increase. (e.g. the development and consolidation of the thank-you banquet market).

2. Reduce sales costs

New customer groups need a lot of money. For example, various advertisements and their public relations expenses. Customers are more and more familiar with the hotel's products or services, and the hotel is also very familiar with the special needs of customers, so the cost of relationship maintenance becomes very limited. What we need to do is to conduct reasonable daily visits and communication (one of the marketing methods in 2006).

3. Win word-of-mouth publicity

The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel profit. According to our current consumption psychology, XX people still lack stability. Follow? New? , use? Wind? Consumer mentality. Word of mouth is a great catalyst. Word-of-mouth operation is also a means of market operation.

4, the improvement of employee loyalty

Strengthening the cultivation of new forces and consolidating the loss of employees are the indirect effects of customers on marketing. The improvement of employee satisfaction will lead to the improvement of hotel service quality and customer satisfaction, forming a virtuous circle. In 2006, it is required to introduce some practical students to supplement human resources.

Third, the general marketing strategy

? High-end hotels for the public? -Business meetings are the basic daily receptions (because they belong to our store at present) to expand the reception of the people's market. Our cultural orientation, in the wedding banquet, birthday banquet, thank-you banquet, holiday propaganda, and strive to hype, resulting in? A sensation? . For the moon cakes in the Mid-Autumn Festival every year, the Christmas buffet song and dance feast has yet to be fully launched.

Four. 20 17 year action plan and implementation plan

(A) sales methods and strategies

1, change to the cuisine. We mainly deal in X dishes and seafood. This year, we will create our unique mountain dishes and local dishes as a supplement. According to different regions or consumption situation, it is suggested to introduce some Cantonese dishes, from which you can choose. Essence? , select its representative dishes to enter the menu.

2. Set the sliding price of dishes according to the off-season and peak season.

3. reissue the customer agreement in principle? Choice? .

4. Push out the room? Weekend special? .

5. Provide wedding and birthday services for nearby residents, and set up a catering public relations team.

6. Define annual and holiday promotions.

(B) the reform of management methods

Income generation is the foundation and survival of the hotel; Income generation is the top priority of hotel management.

1, change ideas and consolidate the ideological foundation of income generation.

Grasp the cost and increase the hotel income without affecting the hotel operation? Invisible income? Control controllable costs, such as procurement costs (evaluated in different periods). Water, electricity and fuel costs (detailed analysis of effective energy saving), and labor costs are compiled according to the off-season [(3? 7) Plan 135 people in the current month, (8? 10) monthly plan 140 people, (1 1, 1, 2)] monthly plan 165 people, and its profit accounts for 1/4 of the total hotel profit.

? Management? On the surface, it has nothing to do with profit. But in essence, management is the basis and premise of income generation. Without good management, there is no benefit. ? There are no unqualified employees, only unqualified employees? Manager? This is a fact.

2、? People-oriented? , find the source of income and profit.

People are the most fundamental and active factor in income generation. ? Humanism? , is the guarantee of income. Let employees? Heart? Stay in the store, stay at your post. Turn the hidden work enthusiasm into the action and vitality of quality service.

3, dredge marketing channels, pay close attention to operating profits.

It requires a professional marketing team, and at the same time, it advocates full promotion to enhance team awareness, so that everyone in the whole store can publicize the hotel and promote hotel products.

4, quality service, to achieve a win-win situation for customers and me.

(1) Excellent service is a part of the hotel.

Set standards, standardize skill operation and pay close attention to training. Standards are guidelines and guidelines for action. Clear standards can standardize the provision of quality services to customers. The only standard of quality service, that is, customer satisfaction, can only be achieved through training.

(2) Do a good job in implementation.

This is our manager's? Common diseases? Do you often stay and look for it? Excuse me? The problem of ills. Must be carried out? There are always more solutions than problems? Management mentality. Do a good job of implementation, and everything will come naturally.

(3) Pay special attention to inspection

In hotels, departments and teams, we should improve the inspection from the bottom up without going through the motions. Income-generating incentives and loss of profits penalties? .

The overall image of the hotel is reflected by details, which are endless. Therefore, to make hotel management truly? No mistakes? , we must implement detailed management in a down-to-earth manner. High-end hotels are faced with demanding guests, who usually have very meticulous and even harsh eyes, and every subtle link in management will attract their attention. Therefore, to truly realize top management, there must be a? Stubborn? The spirit of.

Objectively speaking, the level of this plan is very general, and the drafter has some practical experience, but the management theory is not solid and lacks basic strategic awareness and financial analysis ability. The proposed terms are somewhat irrelevant and inappropriate, and most of them are just "specious", which is the typical level of domestic hotel department managers.

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