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Abstract: In recent years, with the vigorous development of tourism in China, budget hotels have mushroomed. Home Inn, which has developed into the first economical hotel chain in China, is one of them. Based on the actual situation, this paper analyzes the problems existing in the service marketing of Home Inn, puts forward targeted service marketing strategies, and draws relevant conclusions. I hope it can be used for reference for the development of Home Inn.
[Keywords:] Home Inn; Service marketing; Innovation; market strategy
1 Introduction
With the rapid development of China's economy, the continuous progress of society and the improvement of people's living standards, under the impact of "tourism fever" waves such as holiday tours and self-help tours, tourism has flourished and promoted the development of the hotel industry. According to statistics, in recent 10 years, the number of hotels in China has increased rapidly by more than 50% every five years. [1] As the largest business hotel chain in China, Home Inn attracts a large number of consumers with its standard, clean and comfortable accommodation service, which is well received by consumers. In 20xx, the hotel share of China economy hotel chain market was 1726%, ranking first. Nowadays, home inns are blooming everywhere, and their wide distribution and rapid expansion have attracted much attention. In a sense, the service marketing strategy of Home Inn is the key to its leading position in the industry and a magic weapon to attract consumers.
2 Home Inn service marketing problems
Home Inn is widely welcomed by consumers with its sincere service, perfect management system and convenient transportation, and its occupancy rate is extremely high. However, there are some problems in products and services, price advantages, promotion methods and staff management. Only by finding problems and constantly improving and perfecting can Home Inn be in an invincible position.
2. 1 The degree of differentiation between products and services is low.
The differentiation of products and services is a means for hotels to improve their competitiveness. Home Inn's core services such as catering environment and living environment are well done. However, the differentiation of products and services is not obvious, and there is no place to attract consumers compared with other hotels. Economy hotels generally only provide rooms and breakfast, and a few express hotels will provide simple catering, fitness and conference facilities. [2] Therefore, Home Inns should pay attention to the importance of product and service differentiation in order to gain more market opportunities and promote the development of hotels. Only by relying on the differentiated advantages of non-core services can hotels enhance their market competitiveness and create conditions for enterprises to achieve their grand goals.
2.2 The price advantage is not obvious
After collecting the retail prices of 7 1. 1 standard double rooms in 30 provinces, autonomous regions and municipalities, we know that Home Inns have price differences in different regions, and compared with hotels of the same grade, Home Inns have no price advantage. For hotels with the same price, most consumers will choose Hanting, Jinjiang Inn, Qitian and other hotels, because these hotels are more perfect and convenient in terms of safety and service, such as home. Therefore, home inns need to improve their competitiveness through price wars and attract consumers with appropriate low-price strategies. Otherwise, in terms of price, Home Inns will never compete, however, and there is no market.
2.3 lack of innovation in promotion methods
Home Inn's promotion methods are similar to those of other hotels, such as discounts, membership promotion and coupon distribution. However, these promotion methods are limited to price concessions and lack their own characteristics. At the same time, they lack the ability to spread corporate culture and establish corporate image in the promotion process, and it is difficult for them to stand out in the fierce market competition. If you want to achieve the ideal effect through promotion, you need to innovate according to the changes of the market and yourself, and innovation will develop. Adopting novel promotion forms will not only help hotels to improve their competitiveness, but also help consumers to recognize them, thus forming advantages.
2.4 Staff management is not in place, and the sense of responsibility is not strong.
20xx On April 5th, a netizen "Wan Wan" broke the news in Weibo that he was attacked in a hotel owned by Home Inns. He was dragged by a strange man for nearly five minutes, but the security guard never showed up. This news was widely forwarded by netizens, and public opinion was extremely fierce. Subsequently, Jia Ru issued several official apology statements, and the matter did not come to an end until the suspect was arrested on April 8, 20xx. There are many reasons for this incident, one of which is that Jia Ru's management of employees is not in place and employees lack a sense of responsibility. In order to reduce the cost of hotels, hotel staff usually have more than one post, which leads to poor initiative of reception service, low sense of service intimacy and lack of standardized management. There are also some employees who are utilitarian in the service process, unable to provide satisfactory services to customers and make customers feel out of home.
3 Home Inn Service Marketing Strategy
3. 1 Focus on the differentiation of products and services
The differentiation of products and services plays an important role in the operation and publicity of hotels. Only with distinctive product and service features can we have competitive capital. Provide different services or display the same services in a unique way, so that products and services will not be imitated or surpassed. Home Inn can establish an intelligent system to replace the non-manual ordering system and satisfaction feedback system to provide more thoughtful services to customers. Home Inn needs to change or innovate products and services, brainstorm and promote new products to the market, so that consumers can see the difference of home inn and make it a differentiated advantage of non-core services, which is conducive to better service marketing and brand building.
3.2 Adopt a reasonable price strategy to benefit the people and the people.
Price is the main factor that affects consumers' choice. Large-scale operation, civilian route, starting from building a hotel that most people can afford, Home Inns deeply embeds values in every detail. [3] Home Inn should adjust the price in time according to the current market environment and formulate a reasonable price strategy. The price should be recognized and accepted by most consumers to produce cost-effective products that consumers like. We can learn from the experience of Xiaomi mobile phone and other enterprises that have won the price war, give priority to expanding the market, tap potential consumers, and adopt reasonable marketing strategies to improve market competitiveness. Profitability is the purpose of hotels or enterprises, but it cannot harm the interests of consumers. We should base ourselves on reality, truly implement "customer is God", and truly serve and benefit the people.
3.3 Innovative ways to vigorously carry out promotional activities.
Innovation is the driving force for the development of hotels or enterprises. Only with innovation can there be development, and only with development can there be hope. Home Inn has a unique style in exterior decoration, giving people a novel and warm feeling, which is easy to attract consumers' attention. However, there is a lack of innovative consciousness in the form of publicity activities. Hotels can hold theme competitions to stimulate employees' innovative consciousness and arouse their enthusiasm. As the leader of management information system in hotel chain industry, hotels should attach importance to online promotion activities. Online promotion can not only stimulate customers' consumption, but also convey the company's value to customers as advertisements, such as point promotion and lottery promotion. [4] Through flexible promotion activities, while promoting products, it will also play a positive role in hotel publicity and improving hotel visibility and influence.
3.4 Strengthen staff management and enhance sense of responsibility and service.
Doing a good job in staff management is a kind of ability of hotel enterprises, and it is also the key to establish a good corporate image. The attack on Home Inn directly exposed the problem of staff management. Home Inn should standardize the employee management system, strengthen the assessment of employees, and let employees have a system in mind. We can provide employees with opportunities for regular field research and cultivate their sense of responsibility and mission through innovative activities such as the selection of typical figures and the promotion of advanced deeds. Improve the employee incentive mechanism, reward outstanding employees in time, put an end to "human management", and strictly abide by the incentive assessment system to commend them, so as to be fair and just. This not only provides conditions for the management of employees, but also plays an important role in the construction of corporate image.
4 Research conclusion
To sum up, only by establishing a service-oriented marketing system and formulating a service marketing strategy suitable for our hotel can our hotel win in the fierce competition. [5] Service marketing plays an important role in the development of hotels, and it is also a marketing method that hotels must experience. Hotel management should consolidate its own advantages, solve a series of problems in reality, learn experience and technology from foreign successful hotel chains, strengthen supervision of employees and enhance innovation consciousness; Establish a correct service marketing concept, adopt a reasonable service marketing strategy, pay attention to hotel brand building, and then improve the economic benefits of the whole hotel. As a rising star in the service industry, if you want to gain a foothold and occupy a place in the industry, you should keep up with the market rhythm, do a good job in promoting service marketing, keep pace with the times and innovate. Believe in home, bless home, tomorrow will be better.
References:
[1] pang yaqing. problems and countermeasures in the development of China's hotel industry [J]. science and technology innovation herald, 20 1.3( 19).
[2] Qian Huixin. On the problems and development strategies of economy hotel chains [J]. New course (below), 20 1.4(5).
[3] Han Yong on the service marketing strategy of Home Inn [J]. Modern economic information, 20 1.4(xx).
[4] Lu Peng 7-day hotel chain service marketing strategy research [D]. Changsha: Hunan University, 20 1.3.
[5] Zhang Jinshuang and James Zhou talk about the application of service marketing in hotel management in China [J]. Enterprise Technology Development (II), 2009( 10).
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