High score strategic management case analysis, and continue to supplement it after adoption.

1. What is the main reason for the unsatisfactory management of Shanju Small Stack?

The misunderstanding of customer demand is the main reason for the unsatisfactory operation of Shanju Small Stack. A survey of local tourists by the Tourism Bureau shows that 78% of tourists attach great importance to leisure and entertainment facilities when choosing hotels. This is obviously quite different from Luo Sheng's initial understanding. He thinks that what tourists really need is a simple but convenient room, which should be correct. However, his lack of attention to the service content is definitely in conflict with the actual needs of customers. Shanju station provides few services for tourists, so it has been receiving complaints from customers, which obviously explains the problem.

38% of the tourists are visiting for the first time, so 62% of the tourists are revisiting the old place, which proves that there are many repeat customers. Generally speaking, excellent service is an important factor to attract repeat customers. Therefore, the lack of clothing at the mountain station suffered a big loss.

In addition, 40% of tourists booked rooms two months ago. Thus, it is very important for the hotel to publicize itself and cooperate with tourism agencies. Have tourists learned about mountain hotels effectively? Are there enough tourist reservation channels?

Luo Sheng should reflect on its management and service, that is, check the management strategy and thought of Shanju Station. Most of the business failures of Shanju Station may be due to poor management, ignorance of the environment and customer needs, resulting in lack of innovation in its own management. No matter how well the management is done, the wrong direction will never lead to successful results.

2. What do you think of the development prospect of Shanju Station?

The development prospect of Shanju Station is optimistic. With the continuous improvement of people's living standards, more and more people regard tourism as a necessary way to relax. Because its tourist attractions are located between two cities, the market potential is huge.

Tourism is booming, and the mountain station is strategically located. 66% tourists stay in the local area for more than three days, and the hotel industry has great potential. With the participation of competitors, on the one hand, the competition is more intense; On the other hand, it shows that the market is optimistic.

There are two mainstream accommodation places in this scenic spot: one is a regular high-end hotel, which is characterized by complete service, formality and high price; Second, family-style guest houses, with incomplete services and low prices. At first, Luo Sheng positioned the mountain station between them. The service is more formal than the family hostel, and the price is relatively higher, but it is much cheaper than the hotel. Implementing characteristic management, this positioning should be said to be very successful.

Although the competition in the local hotel industry is fierce, besides many high-end hotels and guesthouses, there are also many small family hostels participating in the competition, but Shanju Xiaozhan has positioned itself in a relatively small competitive area. Luo Sheng has been in business for two years and has a certain foundation. Now with the support of funds, we should continue to operate in the face of the further expansion of the market here.

In addition, it is necessary for us to re-analyze the tourists in this tourist area, because Luo Sheng's misunderstanding of customer needs is the main reason for the poor management of Shanju Station. The analysis is as follows:

1), the tourist trend is double, non-traditional family travel. These tourists don't pay much attention to the luxury of their residences, as long as they are comfortable and clean;

2) A large part of tourists' travel plans are prepared. They also booked the hotel in advance;

3) the source of tourists is stable, and hotels are generally not changed during travel;

4) Most tourists come to the tourist area for leisure and vacation;

5), more than half of the passengers are revisiting their old places.

The above analysis tells us: Luo Sheng should continue to operate a small mountain residence; And from the aspects of service, promotion, characteristic management, etc., we will change the unfavorable situation of the mountain station.

3. How to change the unfavorable situation of mountain station?

Pay attention to service

Management is the foundation and an important means to obtain high-quality service, but the service itself is the real factor that directly affects customers. Lawson's emphasis on management is correct, but not enough. What he needs to do is to really improve the service quality, enrich the service content and meet the needs of customers through management. 62% tourists in this area are repeat customers, so service is more important.

Luo Sheng should also appropriately increase the service content of Shanju Station. The survey shows that the main purpose of tourists is leisure and vacation, and they attach great importance to the entertainment services of hotels. Service is as important as management. Management is intuitive for operating the enterprise itself, but for customers, good service is what they can really feel. Simple comfort does not mean no service (Zhou Zhou).

Although everyone tries to save money, we must master the scale and not blindly reduce costs and exclude basic services. The original service provided by the inn is not bad in terms of its initial thinking and management level, but it is not enough to meet the needs of customers.

The service industry needs to design the type and quality of products it can provide according to the needs of customers. Mr Lawson's change of "breakfast" is only a small step in the beginning. It can be said that there is still a lot of room for improvement. "Cutting unnecessary services" is a misunderstanding, and the correct management idea should be "maintaining necessary services".

Characteristic management

Shanju station needs to provide better and better services for customers. But it doesn't mean blindly increasing investment and comparing with high-end hotels. Shanju station should take the road of characteristic management, and the new service system should be redesigned around characteristic management. Local hotels are often high and low, and it is reasonable for Shanju Station to position itself in the middle range. Lawson should strive to improve his image under the premise of maintaining the price advantage of relatively large hotels, so as to distinguish himself from low-grade family hotels and increase leisure and entertainment services.

Lawson should spend more time, find another way and make his own characteristics. On the one hand, it keeps its own simple, convenient and affordable features, and uses local materials as much as possible in entertainment facilities to create a leisure atmosphere different from that of luxury hotels in cities, which is believed to be attractive to tourists visiting natural scenic spots (Hunan Wang Xiaoqing Lisan Electronic Technology Co., Ltd.).

Hu Hao, an online reader, also suggested that the inn should be as simple, natural and quiet as possible, and be integrated with the local natural environment, giving people a feeling of returning to nature. Tourists' travel is nothing more than satisfying their curiosity about nature and the countryside, because this is something that cities can't satisfy.

Strengthen marketing efforts

40% of tourists book rooms two months in advance. In view of this, on the one hand, Luo Sheng should increase the publicity of Shanju Inn, so that tourists can think of Shanju Inn when planning their trips. Let them know that Shan Ye has such an interesting leisure place with good quality, good service, unpretentious but perfect service. In addition, word of mouth is also a good means of self-promotion. This, of course, also depends on its own quality service.

On the other hand, it is necessary to establish an effective channel for tourists to book hotels. Lawson should actively strengthen cooperation with travel agencies and reservation centers and provide them with attractive discounts. This not only promoted the mountain inn, but also provided convenient booking channels for tourists, which directly brought tourists to the inn. Qiqi, an online reader, suggested that since most tourists will come again, Luo Sheng can consider issuing discount cards to tourists and enjoy discounts or some preferential services next time.

(The above content was found by Dian Fuxiang on the Internet for reference only. )