As we enter the 21st century, Chinese hotels will be in a new operating environment: an increasingly mature market economy, an improving knowledge economy, and an unstoppable global economy.
In this context, Chinese hotels will face a new situation. This is mainly reflected in:
①The market space is gradually expanding. Its main manifestations include the increasingly wide range of service target classes, the rapid rise of domestic consumption, and the gradual opening of the door to the global market to China.
②Consumers are becoming increasingly mature. Its main characteristics: first, consumers are becoming more and more experienced; second, personalized consumption needs are becoming more and more prominent; third, consumers are becoming more and more sophisticated in their consumption behavior; fourth, consumers are becoming more and more aware of self-protection. .
③Market competition continues to escalate. Its main characteristics are: First, competitors are further increasing, facing challenges from non-traditional hotel industries, such as the impact of social catering, social entertainment, nursing homes, etc.; and facing further challenges from international hotel groups, whether in terms of quantity, scale, or The scope, speed and intensity will likely exceed China's first reform and opening up. The internationalization of the domestic market and the domestication of international competition will further become a reality. The second is the gradual upgrade of competition methods, from the earliest quantity and scale competition to price, quality competition and even brand competition.
④The market order is becoming increasingly standardized. Its main manifestations include the development of tourism regulations from scratch, the continuous improvement of industry management levels, the increasingly perfect operating rules, and the hotel's operating behaviors will become increasingly standardized.
⑤The value of knowledge has become increasingly prominent. Its main manifestations are the continuous improvement of scientific and technological content, the importance of knowledge management, and the increase in labor costs year by year. Facing the new situation, if China Hotels wants to take advantage of the situation, it must first think about countermeasures from a strategic level to clarify the development direction of China Hotels. The author believes that based on the development trend of China's hotel industry, China's hotel managers must consider the following three basic issues:
1. Strategic orientation
Entering the new century, China's hotels We have entered an era of strategic victory. Whether its development strategy is scientific or not is directly related to the success or failure of the enterprise's operations, and will also be related to the long-term development of the entire enterprise. Hotel development strategy is a combination of development goals and various strategies established by the hotel based on the analysis and research of the external environment and internal conditions in order to maintain or improve its competitiveness in market competition. At different times and stages of development, different hotels choose different strategies, but they all need to consider the overall development strategy. From the perspective of the ideas guiding hotel development, China's hotels can be roughly divided into three levels: First, profit-oriented strategy, that is, a profit-centered strategy in all hotel business activities. It is characterized by taking the enterprise as the main body, eager for quick success and quick profit, and focusing on the immediate interests of the enterprise. It is generally a strategy adopted by hotels in the survival stage. The second is market-oriented strategy, that is, a strategy centered on market demand. Its characteristic is that it not only takes into account the needs of consumers, but also takes into account the interests of the enterprise. It pays attention to both the quality of the hotel and the cost of the enterprise. This is the strategy that most hotels in China should choose at this stage. The third is a sustainable development-oriented strategy, that is, a strategy that focuses on the combination of three benefits and focuses on sustainable and coordinated development. Its characteristics are that it is based on the present and focuses on the future; it is based on the enterprise and takes into account the society; it is based on the country and looks at the world. This is the strategy that Chinese hotels should ultimately choose.
2. Brand Management
Joining the WTO means that more foreign-funded enterprises will enter the Chinese market. They will rely on their brands, networks and other advantages to compete fiercely with Chinese hotels. competition. If Chinese restaurants want to compete with it. Only through hard work can we create a brand. Because the competition in the future will be brand competition, whoever owns a world-famous brand will have the initiative in the competition. Therefore, Chinese hotel managers must strengthen brand awareness and speed up the process of brand building.
Implementing hotel brand management is a complex systematic project, and the key must be to grasp five basic links:
1. Visual design
Visual image is the coat of the brand, and hotels must attach great importance to it. For now, Chinese hotels must pay attention to the design and registration of trademarks. Trademarks protect hotel brands from a legal perspective and are intellectual property rights. A trademark defines a hotel brand at a legal level from three aspects: its name, pattern, and voice. Once a trademark is registered, it is protected by law and cannot be used by others without the consent of the registrant.
A good trademark helps to establish and spread the hotel brand image. The trademark design of a hotel brand should generally consider the following aspects: First, it should be simple and easy to remember, closely related to the theme, and easy to spread. As for the content contained in a 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 highly compatible. The hotel's trademark cannot be completely limited to specific content, such as place names or naming after the system it belongs to, etc., but should have strong interpretability or compatibility. As the hotel develops and the corporate spirit content changes, the hotel brand will be continuously enriched. connotation. Third, be creative and avoid sameness. If it is not easy to identify on the trademark, it will cause confusion in the market and will also limit its own development. For example, the "International" and "Overseas Chinese" restaurants in my country are examples. Fourth, the meaning is positive and the association is rich. The hotel's trademark should not only capture the main features of the hotel's products, but also pay attention to the hotel's emotional appeal. It is best to design a corresponding slogan, such as "Give you a real holiday" for Hangzhou Zhijiang Resort, so as to give consumers It is a unique psychological feeling.
2. Customized services
Service is the foundation of the brand. For hotel service to become a brand, it must be deeply loved by guests, and for this, quality is the basic condition. As market competition becomes increasingly fierce, the service requirements of hotels will also rise, that is, from the original standardized services to customized services.
As a new service method, customization is mainly characterized by the following aspects: ① Customized service is a personalized service. In the era of standardized services, it should be said that when hotels formulate service specifications and standards, their starting point is also based on the needs of guests, but this demand is often the general, unique and static needs of guests. The needs of customers are diverse and ever-changing. They are characterized by diversity, variability and suddenness. Therefore, services based on this are often difficult to truly satisfy customers. Customized services require hotels to not only understand the guests' essential, basic, static and explicit needs, but also analyze and study the guests' personalized, special, dynamic and implicit needs. It emphasizes one-on-one targeted services and advocates "special love dedicated to special you." At the same time, it emphasizes adapting to current conditions and pays attention to flexibility in the service process. ②
Customized service is a kind of humanized service. The key to humanized service is to pay attention to guests and serve them attentively. Paying attention to guests means trying to "understand" them. You cannot just treat them as "money bags" and ignore their "heads". Serving attentively means that employees must always keep the guests in mind, pay attention to emotional communication during the service process, fully understand the guest's mentality, carefully observe the guest's behavior, patiently listen to the guest's request, and sincerely provide sincere service to make the guest feel served. Every smile, every greeting, and every service provided by the staff is from the heart, truly reflecting a unique kind of humanistic care. ③
Customized service is an ultimate service. In terms of service results, standardized services emphasize specifications, that is, whether standards are met. Customized services emphasize customer satisfaction, that is, whether guests feel material comfort and spiritual comfort. Therefore, customized services are based on improving customer satisfaction and pursue the ultimate effect. Therefore, it requires hotel employees to carry forward the "golden key" service spirit and be dedicated and meticulous in serving guests. The so-called dedication means to think ahead, do your best, and do your best. The so-called meticulousness means paying attention to details, being meticulous, striving for perfection, and pursuing perfection.
Of course, in order to ensure a reasonable ratio between input and output, hotels can adopt different customized service strategies: ① Mass customization, that is, theme hotels, such as ladies hotels, sports homes, etc. ②Local customization, that is, personalization of local areas and ranges, such as business floors, Japanese-style floors, ladies floors, non-smoking areas, etc. ③ High degree of customization, that is, one-to-one service, which can be expressed as dedicated service, such as a private butler, or can be expressed in the highly targeted, flexible and extraordinary nature of the service process.
3. Cultural management
Extraordinary, distinctive, and unique personality is the life of the brand, and the key to personality lies in the unique culture, that is, hotel business activities The cultural atmosphere and connotation in the country are mainly reflected in two aspects: tangible material culture and intangible spiritual culture.
Tangible material culture is mainly reflected in the architectural shape, functional design, decoration style, employee clothing, environmental foil and cultural and entertainment facilities such as art galleries and concert halls with a unique cultural and artistic atmosphere, as well as dishes with national culture and Western culture and other materials product. Intangible spiritual culture is mainly reflected 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 establish a brand. If a hotel wants to create a brand, it must improve its visibility and reputation. Hotels must adopt all-round, multi-angle and three-dimensional marketing activities to make the hotel have a great impact on guests and even the entire society. The hotel's three-dimensional marketing must, firstly, pay attention to the organic combination of publicity and public relations activities and promotion activities. On the one hand, it must use publicity and public relations activities to expand the hotel's influence, improve relations with all parties, beautify the hotel's image, and improve the hotel's reputation. visibility and reputation; on the other hand, it is necessary to strengthen promotional activities to expand the market, increase customer sources, and increase market share. Second, we must pay attention to the close integration of planning and sales, that is, we must not only strengthen regular sales activities to consolidate the market; we must also pay attention to marketing planning and use theme marketing to create unique market selling points. At the same time, we must pay attention to clever leveraging, such as with the government "Love song", "marriage" with literature and art, "hand in hand" with sports, "love dance" with celebrities, etc., in order to achieve the effect of making a difference; thirdly, we must pay attention to the interconnection of "love network" and "power grid", That is to say, we should not only focus on traditional personnel promotion and establish manual sales channels; we should also focus on online marketing, such as online advertising, online booking and various booking centers, etc., to widen sales channels.
5. Asset-based operation
Brand is an asset, which must bring additional benefits to hotel companies. To this end, hotels should focus on the operation of brand equity. On the one hand, we must pay attention to the evaluation and protection of brand assets to ensure that the investment effect of hotel brand building is reflected in a timely manner and the brand value is not easily lost; on the other hand, we must pay attention to the realization of brand value and brand extension, such as output management and franchising. rights transfer, and expansion into other industries (cultural and sports industry, real estate industry, cleaning industry, property management) to achieve positive interaction between industries.
3. Refined management
Proper management requires good management. The management of Chinese hotels should not only strengthen systematic basic management, but also pay attention to cutting-edge breakthroughs.
1. Mechanism construction
The enterprise management mechanism is the mutual restriction and interaction mode of contact formed by the various elements of enterprise operation during the operation process. It is a kind of automatic And orderly promote the internal mechanism of the enterprise management system to function. The operating mechanism is an organically linked comprehensive system, which mainly includes the operating decision-making mechanism, the operating motivation mechanism and the operating coordination mechanism. To improve the hotel operating mechanism, the top priorities are: first, to speed up the reform of the hotel property rights system, clarify the property rights relationship of the enterprise, recognize the value of human capital, improve the corporate governance structure and enhance the vitality of the hotel enterprise; second, to improve the internal organizational structure of the enterprise , establish quick-response organizations, such as project teams, flat inverted triangle organizations, innovative learning organizations, etc.; third, we must improve the hotel's internal restraint and incentive mechanisms and build management for the simultaneous development of enterprises and employees. platform.
2. Cultural penetration
Traditional management generally focuses on the construction of rules and regulations, while management in the era of knowledge economy puts more emphasis on the construction of corporate culture. Because it will comprehensively affect the realization of various management functions and the exertion of collective effectiveness. Hotel corporate culture refers to the sum of corporate values, corporate spirit, business ideas and behavioral norms that are gradually cultivated and formed by the hotel in the long-term management practice, occupy a dominant position, and are recognized and abide by all employees.
In addition to focusing on scientific design and timely summary and refinement, the key to hotel corporate culture construction is to spread the hotel culture and make it deeply rooted in the hearts of the people. The basic approaches include: First, give full play to the role of hotel leaders in setting an example. The ancients said it well: "If you are upright, you will not do what you are told. If you are not upright, you will not follow orders." If you follow the instructions, you will follow the instructions. Teaching by example is more important than teaching by words. 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 by regulating their own behavior and use their own words and deeds to lay a good foundation for the hotel's cultural construction.
Second, give full play to the influence of the hotel's "heroes". The so-called "heroes" refer to people recognized by the masses as having high moral character, outstanding work achievements, and enjoying prestige among employees. The unique appeal, influence, and appeal of "heroes" serve as a mirror for hotel employees to judge their own thoughts and behaviors. They cultivate the common values ????of hotel employees and form an atmosphere of equality, mutual help, unity, and friendship. Can play a special guiding role. Third, establish a complete hotel culture network. When building hotel culture, we must pay attention to the role of various informal organizations and groups, such as various associations, sororities, interest groups, etc., establish and improve information feedback channels, ensure smooth channels of speech, and eliminate negative remarks that are unfavorable to hotel development. breeding soil. At the same time, hotels should also use cultural carriers such as commendation meetings, celebrations, employee representative meetings, group visits, and get-togethers to carry out publicity and education. Fourth, use major events in the hotel to spread the word. In the operation and management activities of hotels, major events, positive or negative, positive or negative, successful or failed, often occur. Hotels should conduct careful and detailed analysis and research from a cultural perspective, and use the events to summarize The experiences and lessons learned are vigorously exaggerated among the masses in order to bring excitement or psychological shock to employees, so that employees can realize the important role of hotel culture and be able to consciously implement and promote it.
3. Humanistic management
Competition between enterprises is ultimately a competition for talents. The advantages of enterprises are actually the advantages of talents. Therefore, Chinese hotels must strengthen their people-oriented consciousness, improve the employment mechanism that respects knowledge and talents, and create a talent growth environment where heroes can be used. According to the actual situation of Chinese hotels, the key to humanistic management is to adhere to humanized management, ability-oriented management and professional management.
(1) Humanized management
Humanized management is a method that fully recognizes human elements in the entire hotel management process, truly "understands" human nature, and uses an open-minded mind to and sincere care, and provide employees with full understanding, respect, tolerance and caring management. It requires employees to fully realize that they are not only the objects of their boss's requirements, evaluations, rewards and punishments, but also the objects of their boss's respect, understanding and concern, that is, they must know how to respect, understand and pay attention to employees.
Respecting employees is first reflected in the affirmation of their value. No one is perfect, everyone has their own strengths and weaknesses. Managers should be good at discovering the strengths of each employee and create an environment to help employees realize their potential through delegation and other methods, instead of always blaming employees for their shortcomings. Secondly, it is reflected in the affirmation of employees' "autonomy", that is, employees should be respected and trusted as independent people. Hotels should allow employees to participate in decision-making through certain forms, establish a relationship system between the company and employees, and allow employees to independently formulate plans, implement controls, and achieve goals based on the hotel's development strategies and goals, that is, "manage their own affairs." ". This is once again reflected in the affirmation of the "individuality" 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 value, because most people like to be treated as individuals and receive special treatment. Therefore, managers should manage from an "individual" mentality in their daily work. In short, hotel managers should realize that "as long as you think he is important, he will be important." Respect and trust every employee, and they will feel comfortable contributing to the hotel.
To understand your employees means to understand your employees and understand your employees. "Understanding" and "understanding" can narrow the distance between employees and their bosses better than "respect" and "trust". In today's hotel service atmosphere where "people are superior to people", it is particularly important for bosses to understand their employees. Especially when handling customer complaints, managers should not only pay attention to giving customers face, but also pay attention to maintaining employees' self-esteem and preventing employees from feeling deprived of their personality. For work errors caused by objective reasons, we must be tolerant and understanding with a broad mind and provide technical support. Only when we understand our employees with empathy and put ourselves in their shoes can employees feel great satisfaction.
Paying attention to employees means caring about and helping your employees. No one does not need others' care, support and help. Hotel employees also need this kind of "responsible" care.
In addition, hotels should also pay attention to the design of employees' careers, help employees choose the right career, improve their skills, and make them truly useful people.
(2) Ability-based management
Ability-based management is, in short, capability-based management. It mainly includes the following meanings: first, taking human ability as the primary management object and taking human ability as the fundamental starting point of management; second, taking improving human ability as the primary goal of management, improving and exerting human ability As the primary criterion for evaluating organizational performance; third, improving and exerting capabilities as the main incentive means. To implement capability-based management, three key mechanisms must be established: First, a capability discovery mechanism. That is, based on the needs of organizational development and the current status of personal abilities, the scope of abilities recognized by the organization is determined. On this basis, certain methods and methods are used to scientifically measure the total amount and structure of each employee's abilities. The second is the ability usage 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 capability development mechanism. That is, in accordance with 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 to transform potential abilities into actual abilities.
(3) Professional management
Professional management is to focus on cultivating hotel people 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, which requires people engaged in this industry to have specific quality requirements. Therefore, the training of hotel companies must focus on the shaping of professional qualities, that is, focusing on cultivating the professional awareness, professional thinking, professional mentality, professional habits, professional norms, etc. of hotel employees. Of course, in shaping, we must pay attention to the different professional characteristics and requirements of employees at different levels of positions. At the same time, the Chinese hotel industry must also establish and improve a restraint and incentive mechanism for hotel professionals similar to the Chinese football professional player transfer system to ensure that hotel professionals are both relatively stable and able to move in an orderly manner.