Hotel service marketing thesis

Hotel service marketing thesis

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[Abstract] In recent years, with the vigorous development of China's tourism industry, 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 the targeted service marketing strategy, and draws relevant conclusions. I hope it can be used as a reference for the development of Home Inns.

[Keywords] Home Inn; Service marketing; Innovation; Marketing 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 the wave of "tourism fever" such as holiday tours and self-help tours, the tourism industry has vigorously developed and promoted the development of the hotel industry. According to statistics, in recent 1 years, the number of hotels in China has increased rapidly by more than 5% every five years. [1] Home Inn, as the largest business hotel chain in China, has attracted a large number of consumers with its standardized, clean and comfortable accommodation service, which is well received by consumers. In 2xx, the share of hotels in China economy hotel chain market was 17.26%, ranking first. Nowadays, Home Inns have blossomed everywhere, and their wide distribution and rapid expansion have attracted much attention. In a sense, Home Inn's service marketing strategy is the key to its leading position in the industry and the magic weapon to attract consumers.

2 problems existing in the service marketing of home inns

Home inns are widely welcomed by consumers with their sincere service, perfect management system and convenient transportation, and their occupancy rate is extremely high. However, there are some problems in products and services, price advantages, promotion methods, staff management and so on. Only by finding the problems and constantly improving and perfecting them can Home Inn be in an invincible position.

2.1 The degree of differentiation of 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 differential 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 71.1 standard double rooms of Home Inns in 3 provinces, autonomous regions and municipalities, we know that there are price differences in different areas of Home Inns, 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 than home inns in terms of safety and service. Therefore, Home Inns need to improve their competitiveness through price wars and attract consumers with appropriate low-cost strategies. Otherwise, in terms of price, Home Inns will never compete and have no market.

2.3 lack of innovation in promotion methods

Home Inn's promotion methods are similar to other hotels, such as discount, membership promotion, distribution of coupons, etc. However, these promotion methods are limited to price concessions, lacking their own characteristics, and lack of corporate culture and corporate image in the promotion process, making it difficult 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 the hotel improve its competitiveness, but also help consumers to recognize it, thus forming an advantage.

2.4 staff management is not in place, and the sense of responsibility is not strong

2xx On April 5, a netizen "Wanwan" broke the news that he was attacked in a hotel owned by Home Inns in Weibo, and was dragged by a strange man for nearly 5 minutes, but the security guard never appeared. This news was widely forwarded by netizens, and public opinion was extremely fierce. Subsequently, Rujia repeatedly issued an official apology statement, and the matter did not come to an end until the suspect was arrested on April 8, 2xx. There are many reasons for this incident, one of which is that Rujia's management of employees is not in place and employees lack a sense of responsibility. In order to reduce the cost of the hotel, the hotel staff is usually one person with more posts, which leads to poor initiative of reception service, low intimacy of service and lack of standardized management. There are also some employees who are utilitarian in the service process, unable to provide customers with satisfactory services, and make customers feel like they are not at home.

3 service marketing strategy of home inns

3.1 Pay attention to product and service differentiation

Product and service differentiation plays an important role in hotel operation and publicity. Only with distinctive product and service features can we have competitive capital. Providing different services or displaying the same service in a unique way, so that products and services will not be imitated or surpassed. Home inns can establish intelligent systems to replace non-manual ordering systems and satisfaction feedback systems to provide more thoughtful services to customers. Home Inn needs to change or innovate its 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 differential advantage of non-core services, which is conducive to better service marketing and brand building.

3.2 adopting a reasonable price strategy, benefiting the people and benefiting the people

price is the main factor affecting consumers' choice. Scale management, civilian route, starting from building a hotel that most people can afford, Home Inns deeply embeds its values in every detail. [3] Home inns should adjust prices in time and make reasonable price strategies according to the current market environment. The price should be recognized and accepted by most consumers, and the cost-effective products that consumers like should be produced. 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 can't harm the interests of consumers. We should be based on reality, truly implement "customers are God", truly serve the people and benefit the people.

3.3 be brave in innovation and 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 inns are unique in appearance decoration, giving people a novel and warm feeling, which is easy to attract consumers' attention. However, there is a lack of innovative awareness in the form of promotional activities. Hotels can hold theme competitions to stimulate employees' innovative consciousness and arouse their enthusiasm. As the leader of chain hotel industry management information system, hotels should pay attention to online promotion activities. Online promotion can not only stimulate customers' consumption, but also convey the company's value to customers as an advertisement, such as integral promotion and lottery promotion. [4] Through flexible promotional activities, while promoting and promoting products, it will also play a positive role in hotel publicity and improving hotel visibility and influence.

3.4 Strengthening staff management and enhancing the sense of responsibility and service

Doing staff management well is an ability of hotel enterprises and the key to establishing a good corporate image. The attack on Home Inn directly exposed the problems of employee management. Home inns 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 novel activities such as typical character selection and advanced deeds publicity. Improve the employee incentive mechanism, reward outstanding employees in time, put an end to "human management", and strictly abide by the incentive evaluation 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 hotels win in the fierce competition. [5] Service marketing is a marketing method that plays an important role in the development of hotels and 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, increase supervision over 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, Home Inns should keep up with the market rhythm, do a good job in the promotion of service marketing, keep pace with the times, and blaze new trails in order to gain a firm foothold and occupy a place in the industry. Believe in home, bless home, and tomorrow will be better.

References:

[1] Pang Yaqing's discussion on the problems and countermeasures in the development of China's hotel industry [J]. Science and Technology Innovation Herald, 21.3(19).

[2] Qian Huixin's discussion on the problems and development strategies of economic chain hotels [J]. New curriculum (2), 21.4 (5). < 21.4(xx).

[4] Study on the service marketing strategy of 7-day hotel chains in Lu Peng [D]. Changsha: Hunan University, 21.3.

[5] Zhang Jinshuang and James Zhou talk about the application of service marketing in hotel management in China [J]. Enterprise Technology Development (Part II), 29(1).