Please! A paper on customer value ...

With the successful bid for the Beijing 2008 Olympic Games and the Shanghai World Expo, it has brought immeasurable influence to the hotel industry in China. As China's exhibition economy started late, it lags behind the development pace of the international exhibition industry as a whole. Although the development of hotel industry has begun to take shape, there are still many places that need to continue to work hard on the road of specialization and internationalization. As one of the pillar industries of the tertiary industry, the hotel industry is bound to go international under the background of economic globalization. With the progress of society, people's material needs and spiritual needs are developing to a higher level, and this diversified feature has been fully reflected in hotel consumption. It is important for hotels to grasp the hearts of customers and "take customers as the center". Only in this way can we get the greatest economic benefits. In the new market environment, customer value has become an important source of enterprise competitiveness. The strategic task of an enterprise is to build a bridge between its customer value creation ability and the target customers in the market, or to make its value creation ability best match the value requirements of the target customers in the market. Therefore, we must take customer value as the starting point and customer value as the destination. Customer value is the core of hotel service marketing.

Keywords: customer value; Service marketing; Hotel service

In the marketing process, for the same goods or services, there are often differences in cognition between enterprises and customers as suppliers. This is more obvious in the hotel service industry. The difference here may not only be the cost of producing or providing goods, but also the benefits that goods or services can bring. For a hotel, in other aspects, the service quality determines the size of the hotel's interests. With the continuous expansion and development of the catering market, the requirements for our employees are getting higher and higher. In many regions and industries, marketing is an eternal topic, and marketing is very important for the development of enterprises. As our catering service industry, it is far from enough to do marketing on dishes or sales! Marketing is not only a business philosophy and strategy, but also a business method that permeates every detail of hotel service and management. Service marketing is an important link in this process, from daily greeting and delivering food, receiving people and waiting for things, to every specification, requirement and standard of customer service, and then to the code of conduct and work requirements of grass-roots management. Focusing on the theme of "customer-centered", we can carry out hotel management scientifically and achieve maximum economic benefits.

1. Customer value and hotel service

Customer value is the benefit that can be brought to customers due to the participation of enterprises. The first principle of relationship marketing is to fully meet customer needs, and enterprises should meet customer value expectations and provide value to customers through various business activities. The greater the total customer value, the lower the total customer cost and the greater the customer concession value. "Customer value" refers to the balance between the total income customers can get from a product or service and the total cost they pay when buying or owning it. After comparing the existing products, customers choose the products that they think will bring them the greatest benefits. Therefore, value is a relative concept, which is relative to the benefits that competitors can provide.

In the hotel industry, the customer's concession value should be maximized. Therefore, in the previous generation of marketing, corporate customers were urged to buy goods or services that they thought could obtain the highest customer delivered value, which refers to the difference between the overall customer value and the overall customer cost. Overall customer value refers to all benefits that customers get from given products and expectations, including product value, service value, person value and value of the image. The total customer cost is the cost of money, time, labor and spirit spent by customers in the process of purchasing goods and services. Therefore, the hotel's service level must be greater than the customer's expectation, and do a good job in hotel service marketing.

2. Hotel "service marketing"

Because hotel customers come from all directions, different customers have different consumption needs, which requires hotels to provide targeted services to meet customers' psychological needs. Therefore, according to customers' needs, providing customers with satisfactory products and services is the starting point of the hotel. Of course, this first requires managers to increase the relevant knowledge training for employees, strengthen service awareness and improve service skills. In order to get the maximum benefit, we must go up from the core, ensure the best service, and let the guests come happily and return with satisfaction. Only in this way can we "retain" customers. Quality service includes the following points: First, hospitality is fair and just; Second, pay attention to work efficiency; The third is subtle service, also known as "personalized service", which provides various detailed services according to the different needs of guests, meets the unique needs of guests, and reflects the hotel's humanistic care for guests. The marketing service attitude of hotel staff is also very important, so as to make "first repeat customers" become "repeat customers". For the hotel industry, customers are eternal gods. From the long-term interests of the hotel, a hotel must have a fixed number of customers and establish a high-quality and efficient customer network. With regular customers, we must keep them and maximize the benefits. This requires the hotel to have good after-sales service, timely and properly. Second, never argue with guests, give them enough face and give them "rights", which is the basic skill; Third, be good at guiding guests and balancing the interests of guests and hotels, which is the working standard. We should actively adopt the opinions of customers, and only the complaining guests are the most loyal and good guests of the hotel. Only by constantly improving the service and perfecting the marketing strategy can the hotel's market competitiveness be improved.

3. Hotel service marketing planning

& lt 1 & gt； Service marketing planning steps

1. Service marketing decision. This is the premise and foundation of planning. It also includes several aspects: ① service factor decision. Investigate the market and the requirements of customers at all levels, and decide which floor the hotel should focus on. ② Service level decision. According to customers' needs, improve the service level, do a good job of sharing rules, and make the service level decision clearer. Among the service factors, we should pay attention to positioning the expectations of customers. If the hotel service level is lower than the customer's expectation, it is necessary to optimize the service and eliminate this difference. It is also necessary to deepen communication with customers, truly understand customers, let customers participate in service marketing, achieve people-oriented and win customer satisfaction.

2. Make plans and organize plans to meet customers' expectations. Both of them must be based on market research and customer expectations. Make a detailed plan after determining the activity content, work out the division of labor and detailed arrangement of each stage, and the workflow plan that must be completed at each time point and time period. The plan must be comprehensive, every detail must be paid attention to, and the implementation must be in place. This also requires hotel personnel to participate in service marketing, and hotel personnel should improve their own quality and devote themselves wholeheartedly. Only in this way can customers truly experience the feeling of "home".

3. Establish good after-sales service and provide additional services. In order to make customers become repeat customers, we must establish a good tracking system, personally receive customers, and effectively solve customer problems. Providing extra services must attract and satisfy customers, otherwise it will damage the reputation of the hotel.

Matters needing attention in<2> service marketing planning

1. In order to satisfy customers, we must have excellent employees. For hotels, having excellent employees is the key to seize customers. Therefore, managers must train employees according to market research and improve the quality of foreign service. At the same time, we should pay attention to all-staff marketing, improve each employee's own ability, and provide customers with the most and best services.

2. To maintain the image of the hotel, we should establish a good image of the hotel on the premise of service first. We must always take this as the center, maximize the benefits of the hotel, actively publicize, leave a good impression on customers, do a good job of after-sales service and improve the image of the hotel.

3. In addition to hotel services to attract customers, you can also increase contact with other enterprises, attract employees of that enterprise, issue discount cards, and also improve the visibility of the hotel.