Hotel staff marketing implementation plan

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Hotel staff marketing implementation plan 1

I. Purpose

Mobilize all staff's marketing awareness and improve service quality;

Second, the business plan

Adapted object 1: employees of various departments

1, commission scheme

All customers who spend in any department of the hotel will be counted as personal performance commission according to 2% of the actual consumption amount;

2. Performance confirmation

Employees and customers must book with the manager of the consumption department in advance before the guests arrive;

Adapted object 2: cashier, receptionist, reservation clerk, DJ, foot bath technician, department head and department manager of each bar.

1, commission scheme

Except for the consumption of this department, all customers who consume in other departments of the hotel are counted as personal performance commission according to 2% of the actual consumption amount;

2. Performance confirmation

Employees and customers must book with the manager of the consumption department in advance before the guests arrive;

Third, the operating rules

1. The performance statistics of employees on that day shall be submitted to Chen Ling by the managers of various business departments before going to work the next day;

2. Employee performance commission will be collected in the accounting office at the end of the month;

3. The first booking person is responsible for the reception of the same group of customers in the hotel, and other receptionists fully assist in the reception; The performance is the first appointment;

4. Managers of all business departments must conscientiously perform their duties. If there is injustice, dereliction of duty, improper handling of various coordination work or insufficient explanation to employees, it will be dealt with accordingly;

5. It is not a personal achievement for the customer to call any department of the hotel to make a reservation;

6. The clients of Yuanda Company are not considered as achievements; (Group company, factory, trade, real estate, hotel interior)

7. The following behaviors will be severely investigated by the hotel;

(1) adaptation object 2 resells or presents the performance of this department to employees of other departments by taking advantage of his position;

(two) taking advantage of his position to accept gifts from others;

(3) Because of robbing customers, customers are uncomfortable and dissatisfied;

(4) Those who neglect customers due to interests or personal grievances;

(5) Taking the task as an excuse or revealing the hotel marketing plan will bring bad comments to the society;

Four. Matters not covered in the above scheme shall be subject to the notice of the administrative human resources department;

Five, the above scheme from 20XX-8- 1 formal trial.

Marketing analysis of hotel staff II

The definition of comprehensive marketing

The interpretation of total marketing in Baidu is that all employees of the enterprise cooperate with controllable factors such as products, prices, channels, promotion (4P) and demand, cost, convenience and service (4C) to make the best combination to meet customers' needs (that is, the integration of marketing means); At the same time, all employees take the marketing department as the core, and R&D, production, finance, administration, logistics and other departments take the market as the center and take customers as the guide to carry out marketing management (integration of marketing subjects).

All employees pay attention to or participate in the analysis, planning and control of the whole marketing activities of the enterprise, try their best to create the maximum' delivered value' for customers, maximize customer satisfaction, and enable the company to gain market competitiveness from it, so as to obtain long-term profits and long-term development.

To put it simply, all-staff marketing is not all-staff participation in sales, but focuses on the marketing assistance and cooperation of the marketing department to customers, giving them the greatest support, thus promoting the marketing work to be carried out vividly, deepening customers' hearts, stimulating customers' consumption, and obtaining the maximum profit.

Misunderstanding of all-staff marketing

In the process of operation, hotels, like regular enterprises, will encounter bottlenecks.

Many managers misread the concept of total marketing, thinking that by concentrating all employees and promoting product sales, they can form a joint force, sell more products and achieve profit points.

Some enterprises even assign tasks to various logistics support departments and ask them to complete the rated tasks, which leads employees to abandon their work and sell hard to keep their jobs, causing panic. Finally, employees take a wait-and-see attitude to live in the company, which seriously disrupts the function of the organizational structure and is not worth the candle.

Case study: mooncake sales in a hotel.

The annual moon cake sale is the most important event of the hotel. In order to sell moon cakes and complete the company's planned tasks, a hotel issued the target tasks from the marketing department to Chinese restaurants, rooms, entertainment, recreation, and even logistics personnel, engineering, procurement and other departments according to the moon cake sales plan. If it is not completed on time and according to the quantity, the salary proportion of the department head shall be deducted.

According to the indicators, department heads distribute quantitative data to employees to quantify sales.

With the approach of Mid-Autumn Festival, employees in all departments of the hotel began to shift from their jobs to selling moon cakes, fearing that their wages would be deducted because of poor sales. When customers enter the hotel, the first thing they face is the sound of the waiter asking if they need moon cakes. Then from the front desk to the room attendant and then to the restaurant, almost every department will ask the same question. Finally, they were told by familiar marketers that they had sales tasks, hoping that customers could buy moon cakes in their own hands, not from other departments.

Every season, customers complain that they dare not go to the hotel for consumption three months before the Mid-Autumn Festival. In addition to normal business and business needs, they will try to avoid hotel consumption and even be afraid of receiving calls from hotel staff.

Together with suppliers, they are also disgusted with the forced sale of moon cakes.

From warehouse, purchasing department and finance department, sales are aimed at suppliers at the same time. Suppliers think that no department can afford to offend. Finally, the hotel reached an agreement that a supplier must buy 15 cases, and the warehouse, purchasing department and finance department each took 5 cases, so as to quell a joke-like sale.

From the above case analysis, extending to the mandatory sales task of other schemes, is total marketing really so simple? Why does the hotel's all-staff marketing go into a misunderstanding? Fundamentally speaking, the first reason is that managers do not really understand the definition of marketing, but are eager to increase turnover and blindly promote it.

How to implement all-staff marketing in hotels

Since the last link mentioned that the hotel's all-staff marketing is not all-staff sales of products, how to promote the hotel's all-staff marketing to ensure that the marketing work can be effectively carried out and achieve practical benefits? The first thing to say is the formulation of the plan.

When making marketing plans, most hotels only pay attention to the sales target for customers, but ignore the comprehensive goal of all employees to take action. All employees who take action are not assigned tasks, but all employees who take action to cooperate with the implementation and promotion of the plan.

Several elements of the plan:

Time: Set the perimeter

Location: the place where the scheme of each node is promoted.

Manipulation: that is, the promotion plan and measures taken.

Front line: directly participate in the promotion of various programs.

Logistics: indirectly participate in the promotion and logistics preparation of activities to ensure the completion of activities.

Statistics: Finally, evaluate and summarize the effect of program promotion.