How is the Green Olympics reflected in hotels?

I. Background Analysis of Beijing Olympic Games

During the 2008 Beijing Olympic Games, China will welcome at least 7.5 million "Olympic population", including athletes, referees, team officials, sponsors, news media, tourists and spectators from all over the world. The influx of such a huge population requires the hotel industry in China to solve the accommodation problem, which brings unprecedented development opportunities to the hotel industry in China.

Beijing promised to the International Olympic Committee that it would provide 1.3 million rooms for at least 800 star-rated hotels during the Olympic Games. Under the strong role of Olympic catalyst, the hotel industry in China, especially in Beijing, has shown a rapid expansion trend. Not only Marriott, Intercontinental, Shangri-La, Hyatt and other established international hotel groups have accelerated the layout or reconstruction in Beijing, but also budget hotels such as Home Inn, Jinjiang Inn, Motel and Seven Days have raced around Beijing, indicating that China hotel industry is actively preparing for the Olympic Games and sharing the Olympic business opportunities.

Under the background of Beijing Olympic Games, the hotel industry in China has stepped into the fast lane of development, which has also increased the market demand for hotel supplies. China hotel supplies industry is facing rare opportunities for development, but also great challenges. Since China's successful bid for the Olympic Games in 20001year, more than 30 hotel supplies exhibitions, expositions and trade fairs have been successfully held, which fully shows the vigorous vitality of the hotel supplies industry under the background of the Beijing Olympic Games. The Beijing Olympic Games not only brought unprecedented product demand expansion to the hotel supplies industry in China, but also created a good platform for the brand promotion of the hotel supplies industry in China. How to take the Beijing Olympic Games as an opportunity to continuously enhance the international popularity and reputation of hotel products brands, and take this opportunity to go abroad and go to the world is an important issue related to whether the hotel products industry in China can achieve leapfrog development.

Second, the brand characteristics of hotel supplies

Under the background of Beijing Olympic Games, China hotel supplies industry not only faces rare development opportunities, but also shoulders lofty social responsibilities. In order to do a good job in Olympic logistics service and ensure that 7.5 million people can enjoy the Olympic feast, China hotel supplies should have the brand characteristics of environmental protection, perfect functions, excellent quality and service guarantee.

1, environmental protection

With the deterioration of the world ecological environment and the awakening of people's awareness of environmental protection, the concept of sustainable development has been deeply rooted in people's hearts. The important concept of Beijing Olympic Games is "Green Olympics", which advocates that environmental protection is the primary condition for the planning and construction of Olympic facilities. In recent years, under the direct guidance of the concept of this Beijing Olympic Games, the concept of green hotel came into being, and it has been heating up in China hotel industry with its characteristics of environmental protection and energy saving. In order to meet the market demand, many hotels play "green" cards to publicize the "green" attributes of their products to consumers. However, although the slogan and concept of green hotels are highly sought after in the industry, most hotels still have a superficial understanding of green hotels, and there are still many behaviors that deviate from the green concept in the actual investment and operation of hotels. From the perspective of hotel supplies, green hotel not only means reducing the use of low-value consumables, but also includes many other aspects, such as using large-scale laundry and kitchen equipment with low energy consumption, using healthy and environmentally friendly building decoration materials, and strengthening the recycling of resources. During the Beijing Olympic Games, the influx of a large number of migrants will inevitably lead to a substantial increase in the demand for hotel supplies, which puts forward higher requirements for its green and environmental protection characteristics. China hotel supplies industry should highlight the brand characteristics of environmental protection and practice the important concept of "Green Olympics" with practical actions.

2, the function is perfect

During the Beijing Olympic Games, China will welcome 7.5 million people from more than 200 countries and regions around the world. They have different professional backgrounds, cultural beliefs and lifestyles, and have different requirements for hotel catering, accommodation and entertainment. At the same time, the Beijing Paralympic Games will also welcome a large number of special people to enter, and their requirements for hotel functions are more special. How to adapt to the consumption habits of different groups and meet their individual needs is the unshirkable social responsibility of China hotel industry, and it is also the concrete embodiment of the concept of "People's Olympics" in Beijing Olympic Games. At present, the hotel industry in China has made a lot of preparations to improve the functions of hotel supplies. For example, 128 hotels signed for the Beijing Olympic Games have basically achieved barrier-free, and special types of hotel facilities and supplies have been installed in corridors, rooms and restaurants according to the characteristics of disabled people. But overall, there are still many shortcomings in the personalization and perfection of hotel supplies. For example, due to the lack of facilities and functions for storing personal belongings, it will cause great inconvenience to guests to check out freely, which needs further construction and transformation. Whether the hotel industry in China can establish an international brand image with the opportunity of the Olympic Games is one of its essential characteristics.

3. Excellent quality

Beijing Olympic Games is a large-scale international event, when the eyes of the whole world will focus on Beijing. People will not only pay attention to the Olympic Games itself, but also pay attention to the quality of hosting the Olympic Games in China, which is also the common responsibility of all China people. Reflected in the hardware guarantee of the hotel industry, it is to provide high-quality hotel supplies for visitors and tourists from all over the world, which is not only a full display of the high-level hardware facilities of the hotel industry in China, but also a full expression of their respect and care. For example, the hotel introduces advanced kitchen equipment, which will greatly help the kitchen to control the production standards of dishes and ensure the consistency of food quality. Therefore, China hotels should establish brand awareness, strictly control the quality of hotel supplies, and present a high-quality hotel experience feast for the people of the world. At present, China's hotel industry has initially reached the world advanced level in the quality of hotel supplies, and new ideas, new technologies and new materials have been widely used. In the future development, China hotels should strengthen exchanges and cooperation with internationally renowned hotel groups, further improve the quality of hotel supplies, and further enhance the international status and image of China hotel industry.

4. Service guarantee

During the Olympic Games, in order to fully meet the needs of guests in all aspects, hotel supplies will bear high load operation, and some problems and failures are inevitable, which requires hotel supplies enterprises to provide timely and efficient after-sales service to ensure the normal use of hotel supplies during the Olympic Games. This is not only the unshirkable responsibility of hotel supplies manufacturers to hotels and consumers, but also an important way to establish a good corporate image and reputation by taking advantage of the Olympic Games. At present, China's hotel supplies enterprises are not inferior to foreign well-known enterprises in the advanced degree of products, but they can't compete with them in comprehensive competition. The important reason is that China's hotel supplies enterprises have not done enough in the comprehensive service guarantee ability of their products, which is extremely unfavorable to their brand building and promotion. Therefore, China's hotel supplies enterprises should take part in the Beijing Olympic Games, constantly strengthen the after-sales service guarantee of products, and eliminate the difficulties in product use for customers at any time, especially during the Olympic Games, and establish a perfect service mechanism.

Third, the hotel supplies brand promotion strategy

The upcoming Beijing Olympic Games will provide a good development opportunity and platform for the brand promotion of China hotel supplies industry. Hotel supplies industry should make full use of the opportunity of Beijing Olympic Games, implement effective brand promotion strategies, and comprehensively enhance the brand competitiveness of China hotel supplies industry.

1, precise positioning strategy

Beijing Olympic Games will provide a huge tourism market for China hotel industry. They have different consumption levels and preferences, and standardized hotel supplies will be difficult to meet their individual needs. Therefore, China hotel supplies should implement accurate positioning strategies and provide differentiated hotel supplies facilities for different market segments, so as to enhance customer satisfaction and loyalty and create a good word-of-mouth effect for the hotel industry in China. Specifically, hotel supplies should provide targeted products according to different grades and types of hotels, such as high-end hotels, budget hotels, boutique hotels, business hotels and theme hotels. To meet the specific needs of the target market. For example, high-end hotels require not only good quality of hotel supplies, but also higher requirements for their aesthetic feeling and comfort, while budget hotels pursue the practicality and cost performance of hotel supplies, while boutique hotels pay more attention to the strangeness and exquisiteness of hotel supplies design. Therefore, different types of hotels have different requirements for hotel supplies, which requires hotel supplies enterprises to produce and market products according to the characteristics and preferences of tourism consumers.

2. Channel optimization strategy

The hosting of the Beijing Olympic Games has created a huge market space for the hotel supplies industry in China. Whether reasonable and effective marketing channels can be established is related to whether hotel supplies enterprises can gain greater market share. Therefore, under the background of Beijing Olympic Games, we must adopt the channel optimization strategy to comprehensively enhance the brand competitiveness of hotel supplies in China. Most of the traditional marketing channels of hotel supplies are: manufacturers-general distributors-secondary wholesalers-tertiary wholesalers-hotels. There are many problems in this multi-level sales network, such as the product profits are divided up many times, which increases the final sales price of products, and the information communication between manufacturers and consumers is not smooth, which will seriously hinder the brand promotion of hotel supplies in China. Therefore, under the new market opportunity, China hotel supplies should optimize the traditional marketing channels, adopt flat channel management and reduce the intermediate links of sales channels. For example, you can participate in professional exhibitions for centralized procurement, strengthen contact and communication with end customers, feed back product information in time, and enhance the market adaptability of enterprises.

3. Marketing integration strategy

Although there are unlimited business opportunities in the hotel supplies industry under the background of Beijing Olympic Games, the competition among enterprises is inevitable and even more intense. It is very important for a single hotel supplies enterprise to establish a correct marketing concept if it wants to gain a competitive advantage. Marketing integration provides a unique thinking angle for the effective marketing of hotel supplies enterprises. The marketing integration of hotel supplies should be mainly reflected in the following two aspects: First, the integration of marketing subjects. The marketing of hotel supplies enterprises should not only adopt the mode of going it alone, but also cooperate with other enterprises to carry out joint marketing, giving full play to "1+1>; 2 "Advantages and utility, so that enterprises get a win-win situation. For example, an enterprise that produces hotel kitchen supplies can integrate marketing with a well-known food company to improve the brand awareness and reputation of products and gain a unique competitive advantage. Second, the integration of marketing means. Hotel supplies manufacturers can use a variety of marketing methods. On the one hand, they should use professional hotel magazines, outdoor advertisements and other traditional marketing media to attract the attention of hotels with a strong propaganda offensive; On the other hand, we should also make full use of high-tech marketing means with the Internet as the core, and establish an interactive platform with hotels to realize online consultation, booking and sales. In addition, hotel supplies enterprises should also strengthen information exchange with hotels through expert consultation and telemarketing, and feed back product information in a timely and comprehensive manner.

Four. conclusion

To sum up, China's hotel supplies enterprises should seize the rare market opportunity of Beijing Olympic Games, aim at the brand characteristics of environmental protection, perfect functions, excellent quality and service guarantee, and comprehensively enhance brand competitiveness by adopting strategies such as precise positioning, channel optimization and marketing integration.