Three model essays on hotel management planning scheme

The successful operation of an enterprise needs a good business plan, and only an excellent business plan can make the company run successfully and smoothly. The following is the "Three Model Articles on Hotel Management Planning Scheme" compiled by me, for your reference only, and you are welcome to read it.

Part I: Model of Hotel Management Planning Scheme Part 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 performance 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 brings bad comments to the hotel;

In order to improve the economic benefits of the hotel and stimulate the marketing awareness and competition awareness of all employees, this marketing plan is formulated on the principle of combining incentives and constraints, benefits and interests.

First, the card commission

1. The sales membership cards of employees in the front desk and other departments are accrued at the rate of X yuan per card (the membership card is X yuan/card).

2. Charges for stored-value cards: if the one-time recharge is less than X yuan, it shall be calculated as x%, and if the recharge is more than X yuan (including X yuan), it shall be calculated as x%.

Second, hotel staff introduce customers according to personal channels and give comments according to different prices and proportions.

1, retail occupancy: x yuan × number of rooms × days.

2. 10% discount for check-in: X yuan × number of rooms × days.

3. 15% discount for check-in: X yuan × number of rooms × number of days.

4. 20% discount for staying: X yuan × number of rooms × number of days.

If the check-in price is less than 20%, it will not be mentioned.

All sales must be booked in advance by the introduced employees. On the day of check-in, the referral staff, the front desk attendant and the front office manager must sign for confirmation at the same time. Those who have not booked in advance or signed for confirmation will not be withdrawn.

Leaders' introduction, individual customers in the store, online booking, agreed accommodation for the company, and customers contacting the accommodation meeting team themselves are not included in personal performance.

Third, taxi commission.

Every taxi driver gives a guest a taxi authorization card of our hotel. After the successful check-in, the employee who issues this code authorization card will be rewarded by 5 yuan every time.

Fourth, the distribution method

At the beginning of each month, the front office manager submits the marketing statistics and taxi commission reward statistics to the finance department, and the finance department checks whether the cash has arrived according to the submitted marketing amount and signs it for confirmation. 1 month 1 day, and pay with the salary. If it is not received, the commission will be included in the payment in the month of receipt.

This scheme has been implemented since xx, xx, XX.

Part III: Hotel management planning model Part I: Market environment analysis.

1. Problems in the operation of our store

(1) The target customer base is inaccurate and too narrow.

Generally speaking, the hotel industry in our city is generally in a bad operating condition. As long as there are too many hotels, the supply exceeds the demand, the operating methods are similar, there is no characteristic of their own, or the positioning is too high, which is difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affect consumers' confidence in hotel consumption.

There are also some problems in the operation of our store. Last year's business was not good, so we should reflect on the positioning of the target market. We should fully tap our own advantages and broaden the market. The unreasonable target market positioning of our hotel is the main reason for the poor benefit. Jinqiao District, where our store is located, is a district with low consumption level, and most residents are ordinary employees. Our shop mainly deals in Cantonese cuisine and seafood, and the price is relatively high, which is unacceptable to most residents. But the hardware level and service quality of our store are superior in this respect. We have always positioned the hotel in the middle and high end of the market, facing the middle and high end consumer groups, which is not attractive to the residents in this area.

(2) the news propaganda is not strong enough, which causes a great sensation in the market and the market awareness is small.

Although our store belongs to X Jie Group (X Jie Group is a well-known enterprise in our city), the society doesn't know much about our store. When our store opened, we never advertised except for short-term news propaganda, which led to the low popularity of our hotel.

2. Analysis of the surrounding environment

Although the overall consumption level in our district is not high, the location of our store is very distinctive. Our shop is located next to the national highway 10 1, with excellent geographical position and convenient transportation. It is adjacent to several colleges, such as business school, polytechnic, mechanical and electrical college, so there are many vehicles in the past, and floating guests are a potential consumer group. Although college students have no income, they are not low-consumption groups. Business schools alone have more than 10,000 students. If we can provide products suitable for students and attract them to our store at low prices, it will be a huge market.

3. Analysis of competitors

There are no similar hotels around our store, only many small restaurants. Although they don't have the strength to compete with us in business ability, they attract a large number of nearby residents and students with low-grade food. Generally speaking, their business conditions are good. Although our facilities and services are good, due to the market positioning error, the actual operating situation is not ideal, and it is at a disadvantage compared with hotels of the same grade in the market.

4. Advantage analysis of our store

(1) Our store is a subsidiary of X Jie Group, a well-known enterprise in our city. There is no doubt about the strength of its company. Therefore, when we carefully plan, we should also make full use of our brand effect and fully tap the great connotation of its brand, so that consumers will not doubt our catering products and fully believe that we provide high-quality products. We should pay full attention to this in our plan to attract consumers.

(2) Our store has good hardware facilities, abundant funds, its own parking lot and a large area of available space. This can be used to attract passing drivers, and it can also be used to develop some publicity materials to attract students.

Opportunities: ① The strong strength of this enterprise provides conditions for our development; ② Convenient transportation and huge potential customers; Good hardware and existing high-quality employees provide us with broad adjustment and development space.

Second, the target market analysis

The target market is the most potential consumer combination group. Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to "blind riding a blind horse"

The target market should have the following characteristics: not only consumers who are interested in hotel products and have the ability to pay, but also consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers, so as to make better use of the opportunities represented by this information, make customers more satisfied and ultimately increase sales.

Customer resources have become the source of hotel profits, and the consumption behavior of existing customers is predictable, the service cost is low, and they are not as price-sensitive as new customers, and they can also provide free word-of-mouth publicity. Maintain customer loyalty, so that competitors can not compete for this part of the market share, while maintaining the stability of hotel staff. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:

1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services. The expenditure of loyal customers is two to four times that of leisure consumption, and with the growth of loyal customers' age, economic income or their own business, their demand will further increase.

2. Reduce sales costs. Hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses, time cost of understanding customers and so on. But the cost of maintaining a long-term relationship with existing customers is decreasing year by year. Although in the initial stage of establishing a relationship, customers may have many problems with the products or services provided by the hotel, which requires the hotel to make some investment, with the progress of the relationship between the two parties, customers are more and more familiar with the products or services of the hotel, and the hotel is also very familiar with the special needs of customers, so the cost of maintaining the relationship becomes very limited.

3. Win word-of-mouth publicity. For some complex products or services provided by the hotel, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel's profit.

4, the improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term harmonious relationship between the hotel and its employees. In the process of providing services to those satisfied and loyal customers, employees have realized their own value. The improvement of employee satisfaction has led to the improvement of hotel service quality, thus enhancing customer satisfaction and forming a virtuous circle.

According to our previous analysis and the current market situation, we should focus on the general public, nearby college students and past drivers, and then attract some middle-and high-income consumer groups on a secondary basis. They have the following * * *:

? 1) The income level or spending power is average, and it pays attention to benefits and cleanliness. Spending in hotels is generally to entertain relatives and friends or improve their lives on holidays.

2) They have no fixed high spending power, but occasionally have the desire to improve their lives.

3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer fashionable dining environment.

Third, the general marketing strategy

1. The unique culture of People's High-end Hotel is a magic weapon to attract consumers. We have a cultural orientation for the hotel. Although we target the hotel at middle-and low-income people and nearby college students, this does not mean that the hotel's taste and product quality are reduced. We should provide customers with high-quality catering products and services at low prices, and we must never exchange low prices for low quality, which is also a respect for customers.

2. Carry out three-dimensional publicity to highlight the characteristics of this hotel and let consumers have a perceptual understanding of X Jie Hotel. Let consumers realize that we provide him with a place to enjoy life. You can attract customers in newspapers according to the environment and location of the hotel. Let customers get a kind of "noble" satisfaction psychologically.

3. Use strong advertisements, such as newspapers, to create a "sensational effect" as a strong sales, thus attracting the attention of a large number of consumers and establishing popularity.