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文献出处: Soliman M. The rearch of hotel rvice marketing strategy [J]. The Accounting Review, 2016, 2(3): 813-823.
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The rearch of hotel rvice marketing strategy
Soliman M
Abstract
The continuous development of the tourism industry, also contributed to the hospitality industry at the same time has more development opportunities facing greater competition. On the tangible product of traditional competition is embodied in the hotel, becau the alternative of tangible products and replication, the form of competition is transferred to the rvice, therefore, has become the hotel marketing rvice marketing one of the most important aspects. And how to build the perfect hotel rvi
ce marketing system, how to adopt targeted rvices marketing strategy can make the hotel get comparative advantage in the fierce competition, gain long-term profits has become a hot topic in the rearch.
Key words: Customer value; Service marketing; Strategy
股票网上开户1 Introduction
Along with market competition intensifying, the hotel industry will also be marketing focus shift from the traditional product marketing to rvice marketing. And rvice marketing to win the key lies in whether the hotel can meet the needs of customers, to create more customer value. So this article in the perspective of customer value, customer value is analyzed and the relationship between the rvice marketing, build the theoretical framework and contents of the hotel rvice marketing, puts forward the hotel rvice marketing strategy bad on customer value. This can not only link the interests of the demand and supply side of the hotel, meet the demand of the value of multiple stakeholders, but also to the hotel and enhance
customer value, finally win the competitive advantage and long-term profits. Service marketing rearch is the general enterpri, there is no specific focus on the hotel industry, nor from the persp
ective of customer value, and focus on a handful of rvices marketing management measures, such as WoSiFu's (Worsfold, 1999) and lyn o (Alleyne, et al., 2006), to study the effect on the performance of the hotel rvice personnel management. The granite (Sigala, 2005) studied the customer relationship in rvice market. Through the analysis of the above can be found that the current lack of from the perspective of customer value, the study of hotel rvice marketing strategy. Becau of the rvice marketing emphasizes the "human" factor, emphasize to create customer value, meet the needs of customers and maintain customer loyalty, and to increa market share and expand market share, so as to obtain and strengthen the enterpri the competitive advantage, therefore, from the perspective of customer value study of hotel rvice marketing strategy is very important and necessary.
2 Customer value and rvice marketing茉莉公主
The connotation of customer value
In marketing and consumer related literature, the customer value has two different connotations. A ca, the customer value refers to the "customer value" of the enterpri, the customer to enterpri's significance and importance. Another kind of cas, the customer value refers to the val
ue of the enterpri is pasd to the customer. In this paper, the customer value after taking a definition, namely enterpri create and provide value for customers, customer value of beneficiaries and the owner is the customer. According to Mr. Rove of customer value hierarchy model, in the hotel rvice marketing in the customer's value also can be divided into three levels, from the bottom up, respectively for the rvice attribute value, rvice value and the rvice goal value results. Service properties level including the particular form of hotel rvice product, rvice, environment, quality of rvice, etc.; Results level is the effect of customers to enjoy the hotel rvices, including positive and negative two effect. Target level is the most top customer value, including the ur's core values, purpo and goals, is the final result of customers to u and enjoy the rvice.
The connotation of rvice marketing
Refers to the rvice marketing focus on rvice is in the enterpri management of the marketing function. Suffers from the co-existence of the product itlf is rvice and practice, and no strict boundaries at first, with the improvement of consumption level, consumers are increasingly demanding on the added value of products, and is the concentrated reflection of value-added products technology content, rvice content, rvice quality high and low in a n determines the size of the product added value. Therefore, the rvice marketing becomes one of the most importan
t aspects of the modern market competition.
The customer value and the relationship between rvice marketing
Hotel rvice marketing bad on customer value focus is on customer satisfaction, customer satisfaction is a psychological activity, is the demand of customer is satisfied after the pleasure. Customer satisfaction is determined by the size of the customer value, customer value and from the hotel loyalty of staff, staff's loyalty to the hotel depends on the internal rvices are satisfied. Thus, in the process of hotel rvice marketing, customer value is the connection marketing rvice main body, customer satisfaction and loyalty, the hotel to the link between profit and development. Customer value creation is for the hotel rvice marketing gain and the sources of competitive advantage and value from the customer's perspective, the systematic study of hotel rvice marketing strategy, not only can effectively link the interests of the hotel rvice suppliers and demanders, meet the demand of plural value, but also help the Omni-directional and multi-level mining customer value, improve customer loyalty of hotel product. Hotel rvice marketing implementation is the key to accurately grasp the customer expectations, including explicit expectations and implicit expectations, on the basis of the emphasis on rvice product portfolio can improve customer perceived value, customer satisfaction. Provide hotel rvice marketing mainly thr
青春期健康教育ough added value for customer satisfaction, this is the hotel product core interests, product prices are almost the same to attract customers, customer retention, the only way beyond the competitors.
3 The theory framework of hotel rvice marketing bad on customer value
The hotel rvice marketing strategy bad on customer value theory framework should include the content of the hotel rvice marketing, function and goal. Should not only include the traditional 4P marketing elements, should increa marketing process according to the particularity of rvice products and tangible demonstration, etc. Among them, is the core of customer value marketing strategy framework, periphery is an element of marketing strategy, and each function module in multilayer model to clearly define the hotel rvice marketing strategy formulation, implementation, evaluation and feedback process. As can be en from the above, the hotel rvice marketing bad on customer value includes six aspects, due to the particularity of pay for the rvice product; the six aspects have difference with the traditional 4P. The six aspects of marketing strategy formulation needs to related to the allocation of investment. Traditional marketing investment configurations often proceed from enterpris, ignoring the mining of customer value, caud the marketing resources to waste. Therefore, the hotel rvice marketing investment configuration process should pay attention to maintain old customer and develop new customers, to maximize customer value as t
he goal, at the same time, must have the corresponding marketing implementation feedback and evaluation mechanisms, so as to form a complete rvice marketing system, to really improve the comprehensive competitiveness of the hotel.
4 Hotel rvice marketing strategy bad on customer value
拉姆图片Hotel rvice product marketing strategy
Hotel products including tangible products and intangible product of two parts, tangible products including guest room, dining, drinks and a variety of facilities, intangible products means the hotel provides rvices to customers. The hotel rvice marketing can not only improve the quality of its tangible products, can create more value. Hotel rvice product marketing bad on customer value includes not only the hotel according to the customer's requirements, all aspects of product, reasonable design of contents to product positioning, market gmentation and provide customer satisfaction products, more contain hotel rvice brand shaping. Service products is an important part of the hotel product, hotel to fully optimize the content of the rvice
product, improve the rvice standard, all in accordance with the rvice, details, customization, timely change direction, want to have their own unique rvice products at the same time, in full con
sideration under the condition of customer requirements and their own conditions, shape the rvice brand, and let customers experience the concept of brand value and pass by.
Hotel rvices marketing strategy会计基础知识重点
脆皮鸡腿Hotel price strategy bad on customer value for the hotel to u all kinds of market rearch methods and the actual marketing experience, as fully as possible to collect the customer to the hotel product value evaluation, so as to provide objective evidence for the customer can accept the price. Price strategy include: discount and free strategy: in this pricing strategy, the endurance of the hotel, we must give full consideration to the customer and their nsitivity to the price, make customer feel real benefit and also bring long-term benefits to hotel's price strategy. Not to benefit, at the time of the peak ason push up prices, or at a discount price discount again hurt the feelings of the customer first, damage the interests of the customer. Psychological pricing strategy: pricing is not only a hotel using a strategy to guide consumption, sometimes really is to take care of the customer's mood, give them comfort and feel lucky necessary measures.
The hotel rvice marketing strategy process
The inparability of the rvice product shows that the rvice production process have also been c
ustomers as part of the "rvice products", and for most of the hotel rvices, its production process and consumption process at the same time, it also makes the rvice process is always in a state of interaction, including the interaction between the customer and hotel customer interactions with the hotel waiter and interact within the hotel staff. The interaction is between the hotel customers. Due to the interaction between the customer will affect the evaluation of customers for hotel, hotel will therefore lead to the positive interaction, avoid negative interactions. For example, the lobby is not smoking in public place, the hotel will be strict supervision, can't let smokers affect other non-smokers. Smoking at the same time in order to meet the customer's demand, can t up a special smoking area. For the
