Human resource management strategy of Jinjiang International Hotel

In the 21st century, China Hotel will be in a new business environment: a mature market economy, a better knowledge economy and an overwhelming global economy.

Under this background, China Hotel will face a new situation. This is mainly reflected in:

① The market space is gradually expanding. Its main manifestations are the increasingly extensive service target class, the rapid rise of domestic consumption, and the gradual opening of the global market to China.

② consumers are becoming more and more mature. Its main features are: first, consumers' experience is getting richer and richer; Second, personalized consumer demand is becoming more and more prominent; Third, consumers' consumption behavior is becoming more and more savvy; Fourth, consumers' awareness of self-protection is getting stronger and stronger.

③ The market competition is escalating. Its main characteristics are: first, the number of competitors is further increasing, which not only faces the challenges of non-traditional hotel industry, such as social catering, social entertainment, sanatorium and so on; Facing the further challenge of international hotel groups, it will probably surpass China's first reform and opening up in terms of quantity, scale, scope, speed and intensity, and the internationalization of the domestic market and the nationalization of international competition will further become a reality. The second is the gradual upgrading of competition means, from the earliest quantity and scale competition to price and quality competition and even brand competition.

④ The market order is becoming more and more standardized. Its main manifestations are the emergence of tourism laws and regulations from scratch, the continuous improvement of industry management level, the increasingly sound business rules, and the increasingly standardized hotel management behavior.

⑤ the value of knowledge is increasingly prominent. Its main manifestations are the continuous improvement of scientific and technological content, the decisive role of knowledge management and the rising labor cost year by year. Facing the new situation, if China Hotel wants to take advantage of the situation, it must first think about the countermeasures from the strategic level to make clear the development direction of China Hotel. The author thinks that according to the development trend of China hotel industry, hotel managers in China must think about the following three basic issues:

1. Strategic orientation

In the new century, hotels in China have entered an era of strategic success. Whether its development strategy is scientific or not is not only directly related to the success or failure of enterprise management, but also related to the long-term development of the whole enterprise. Hotel development strategy is a combination of development goals and various strategies established by the hotel in order to maintain or improve its competitiveness in the market competition, based on the analysis and research of external environment and internal conditions. In different periods and stages of development, different hotels choose different strategies, but they all need to consider the overall development strategy. In terms of guiding the development of hotels, hotels in China can be roughly divided into three levels: first, profit-oriented strategy, that is, the profit-centered strategy of hotel business activities. It is characterized by taking enterprises as the main body, seeking quick success and instant benefit, and paying attention to the immediate interests of enterprises. It is generally a strategy adopted by hotels in the survival stage. The second is the market-oriented strategy, that is, the strategy centered on market demand. Its unique feature is to consider both the needs of consumers and the interests of enterprises, both the quality of hotels and the cost of enterprises. This is the strategy that most hotels in China should choose at this stage. The third is the sustainable development-oriented strategy, that is, focusing on the combination of three benefits and focusing on sustainable and coordinated development. Its characteristics are based on the present and focusing on the future; Based on the enterprise, taking into account the society; Base yourself on the domestic market and look at the world. This is the final strategy that China Hotel should choose.

Second, brand management

Joining the WTO means that more foreign-funded enterprises will enter the market in China, and they will compete fiercely with hotels in China by virtue of their brand and network advantages. If China Hotel wants to compete with it. Only by practicing hard and creating a brand. Because the future competition will be brand competition, whoever owns a world-famous brand will have the initiative in the competition. Therefore, hotel managers in China must strengthen brand awareness and speed up the process of brand building.

The implementation of hotel brand management is a complex systematic project, and its key points must be five basic links:

1. Visual design

Visual image is the coat of brand, and hotels must attach great importance to it. At present, China hotels must pay attention to the design and registration of trademarks. Trademark is the protection of hotel brand from the legal point of view and belongs to intellectual property rights. Trademark defines the hotel brand from three aspects: its name, pattern and voice. After the trademark is registered, it is protected by law. Without the consent of the registrant, others may not use it without authorization. A good trademark is helpful to the establishment and dissemination of hotel brand image. Generally, the trademark design of hotel brand should be considered from the following aspects: first, it is simple and easy to remember, closely related to the theme and easy to spread. As for the content of hotel brand, it is the accumulation of history and reality, which is constantly enriched with the development of brand. Second, it is highly abstract and compatible. The trademark of a hotel can't be completely limited to specific contents, such as place names or system names, but should have strong interpretability or compatibility, which will continuously enrich the connotation of the hotel brand with the development of the hotel and the changes of the enterprise spirit. Third, be creative and avoid similarities. If it is difficult to identify the trademark, it will cause confusion in the market, and it will also limit its own development. For example, "international" and "overseas Chinese" in hotels in China are an example. Fourth, the meaning is positive and the association is rich. Hotel trademarks should not only grasp the main features of hotel products, but also pay attention to the emotional appeal of the hotel. It is best to design corresponding logos, such as "Give you a real holiday" in Hangzhou Zhijiang Resort, in order to give consumers a unique psychological feeling.

2. Customized service

Service is the foundation of the brand. To become a brand, hotel service must be deeply loved by guests, and in this way, quality is the basic condition. With the increasingly fierce market competition, the service requirements of hotels will also rise, that is, from the original standardized services to customized services.

As a new service mode, customization is characterized by the following aspects: ① Customization service is a personalized service. In the era of standardized service, it should be said that the starting point of the hotel in formulating service norms and standards is also the needs of the guests, but this demand is often the general, * * * same and static needs of the guests. The needs of guests are varied and rapidly changing, and it has the characteristics of diversity, variability and suddenness. Therefore, the service based on this is often difficult to really satisfy the guests. Customized service requires the hotel not only to master the customers' basic, static and explicit needs, but also to analyze and study the customers' individual, special, dynamic and implicit needs. It emphasizes one-to-one targeted service and advocates "special love for special you". At the same time, it emphasizes adapting to the time and paying attention to the flexibility in the service process. ②

Customized service is a kind of humanized service. The key to humanized service is to pay attention to the guests and serve with heart. Paying attention to the guests means trying to "understand" the guests, not just treating them as "wallets" and ignoring their "heads". Dedicated service means that employees must always keep the guests in mind, pay attention to the emotional communication in the service process, fully understand the guest's mentality, carefully observe the guest's actions, patiently listen to the guest's requirements, and sincerely provide sincere service, so that the guests can feel every smile, every greeting and every service of the service staff is from the heart, which truly reflects a unique humanistic care. ③

Customized service is an extreme service. On the result of service, standardized service emphasizes specification, that is, whether it meets the standard. The customized service emphasizes the satisfaction of the guests, that is, whether the guests feel material comfort and spiritual comfort. Therefore, customized service is based on improving the satisfaction of guests, and the pursuit is the ultimate effect. Therefore, it requires hotel employees to carry forward the service spirit of "golden key" and do their best in customer service. The so-called dedication means to think ahead, do your best, and do your best. The so-called meticulous means paying attention to details, meticulous, meticulous, striving for perfection.

of course, in order to ensure a reasonable proportion of input and output, hotels can adopt different customized service strategies: ① mass customization, that is, theme hotels, such as ladies' hotels and sports houses. ② Local customization, that is, personalization of local areas and ranges, such as business floors, Japanese floors, ladies floors, non-smoking areas, etc. ③ Highly customized, that is, one-to-one service, which can be manifested as personal service, such as personal butler, or highly targeted, flexible and extraordinary in the service process.

3. Cultural management

Distinctive and unique personality, which is the life of the brand, and the key to personality lies in the unique culture, that is, the cultural atmosphere and connotation in hotel business activities, which is mainly reflected in tangible material culture and intangible spiritual culture. Tangible material culture is mainly manifested in architectural modeling, functional design, decoration style, staff clothing, environmental contrast, cultural and entertainment facilities such as art galleries and concert halls, as well as material products such as dishes with national culture and western culture. Intangible spiritual culture is mainly manifested 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, which is a necessary way to establish a brand. If a hotel wants to create a brand, it must improve its popularity and reputation. Hotels must adopt all-round and multi-angle three-dimensional marketing activities to make hotels have a great influence on guests and even the whole society. Three-dimensional marketing of hotels, one is to pay attention to the organic combination of publicity and public relations activities and promotion activities, that is, on the one hand, to expand the influence of hotels through publicity and public relations activities, improve relations with all parties, beautify the image of hotels, and improve their visibility and reputation; On the other hand, it is necessary to strengthen the promotion activities to expand the market, increase the number of customers and increase the market share. Second, we should pay attention to the close combination of planning and sales, that is, we should strengthen regular sales activities to consolidate the market; More attention should be paid to marketing planning, using theme marketing to create unique market selling points, and at the same time, attention should be paid to ingenious leverage, such as "singing" with the government, "marriage" with literature and art, "hand in hand" with sports, "dancing" with celebrities, etc., in order to achieve the effect of four or two thousand pounds; Third, we should pay attention to the interconnection of "love network" and "power grid", that is, we should not only pay attention to traditional personnel promotion, but also establish artificial sales channels; We should also pay attention to online marketing, such as online advertising, online booking and various booking centers, so as to broaden sales channels.

5. Capitalization operation

Brand is an asset, which must bring additional benefits to hotel enterprises. Therefore, hotels should pay attention to the operation of brand equity. On the one hand, we should pay attention to the evaluation and protection of brand assets to ensure that the investment effect of hotel brand building can be reflected in time and the brand value will not be easily lost; On the other hand, we should pay attention to the realization of brand value and brand extension, such as export management, franchise transfer, and expansion to other industries (cultural and sports industry, real estate industry, cleaning industry, property management) to achieve benign interaction between industries.

third, refined management

well-managed, we must manage properly. The management of China hotels should not only strengthen the systematic basic management, but also pay attention to the frontier breakthrough.

1. Mechanism construction

The enterprise management mechanism is a contact way of mutual restriction and interaction formed by various elements of enterprise management in the process of operation, and it is an internal mechanism that can automatically and orderly promote the enterprise management system to play its role. The management mechanism is an organic integrated system, which mainly includes management decision-making mechanism, management motive mechanism and management coordination mechanism. To improve the hotel management mechanism, it is urgent to speed up the reform of hotel property right system, clarify the property right relationship of enterprises, recognize the value of human capital, improve the corporate governance structure of enterprises and enhance the vitality of hotel enterprises; Second, it is necessary to improve the internal organizational structure of enterprises and establish quick-reaction organizations, such as project teams, flat inverted triangle organizations and innovative learning organizations. The third is to improve the internal restraint and incentive mechanism of the hotel and build a management platform for the development of enterprises and employees.

2. Cultural infiltration

Traditional management generally focuses on the construction of rules and regulations, while management in the era of knowledge economy emphasizes the construction of corporate culture. Because it will comprehensively affect the realization of various management functions and the play of collective effectiveness. Hotel corporate culture refers to the sum total of corporate values, entrepreneurial spirit, business ideas and behavioral norms, which are gradually cultivated and formed in the long-term management practice and occupy a dominant position, and are recognized and adhered to by all employees.

besides scientific design and timely summary and refinement, the key to hotel corporate culture construction lies in spreading hotel culture and making it deeply rooted in people's hearts. The basic ways are as follows: first, give full play to the exemplary role of hotel leaders. The ancients put it well: "His body is upright, and he does it without orders. His body is not upright, although he does not obey orders." What goes up is followed by what goes down. 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 from standardizing their own behaviors and lay a good foundation for hotel cultural construction with their own words. Second, give full play to the influence of "heroes" in hotels. The so-called "hero" refers to a person who is recognized by the masses as having high moral character, remarkable achievements in work and enjoys prestige among employees. "Hero" has its own unique appeal, influence and appeal. As a mirror for hotel employees to judge their own thoughts and behaviors, it can play a special guiding role in cultivating the same values of hotel employees and forming an atmosphere of equality, mutual assistance, unity and friendship. Third, establish a perfect hotel cultural network. When building hotel culture, we must attach importance to the role of various informal organizations and groups, such as earnestly grasping various associations, fraternity, interest groups, etc., establishing and improving information feedback channels, ensuring smooth communication and eliminating the soil that is unfavorable for the development of hotels. At the same time, hotels should also use cultural carriers such as commendation meetings, celebrations, workers' congresses, group meetings and get-togethers for publicity and education. Fourth, the use of major hotel events to spread. In the management activities of hotels, major events, positive or negative, positive or negative, success or failure, often occur. Hotels should carefully analyze and study from the perspective of culture, and make use of the experiences and lessons summarized from the events to make great efforts to render them among the masses, so as to bring excitement or psychological shock to employees, so that employees can realize the important role of hotel culture and consciously implement and promote it.

3. People-oriented management

In the final analysis, the competition between enterprises is the competition of talents, and the advantages of enterprises are actually the advantages of talents. Therefore, hotels in China must strengthen people-oriented awareness, improve the employment mechanism of respecting knowledge and talents, and create a talent growth environment where heroes can be useful. According to the reality of China Hotel, the key to strengthen humanistic management is to adhere to humanized management, ability-based management and professional management.

(1) Humanized management

Humanized management is a way to fully realize the elements of human nature in the whole hotel management process, truly "understand" human nature, and take an open mind and sincere care.