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Planning, and the history of human society, as ancient and long ago. Overview of the ancient planning, mostly focused on military, political, diplomatic, economic, commercial and other areas rarely involved. But in the modern 21st century, "planning this ancient, mysterious and full of vitality of the planning activities, has entered the industrialization of the operation of the period, become an independent science, for all areas of attention and application." ①Modern hotel is no exception, with the intensification of market competition, survival, development needs, planning this science and art has been gradually applied in the modern hotel industry. For example, the creation of a new hotel system planning, planning for the opening of new hotels, the creation of star-rated hotel planning, the operation of the old hotel is not ideal to reverse the situation of planning; or, in the course of day-to-day operations, the use of resources, create hot spots in the hotel business, to attract popularity, to increase revenues from the operation of the planning, marketing planning, food festival planning, Christmas planning; as well as a variety of thematic operation and management planning, and so on.
But what exactly is hotel planning? It has what methods and procedures? The author in more than ten years of star-rated hotel management process of research and practice, summarized below, for peer reference.
I, the basic concepts and elements of hotel planning
1. Basic concepts
"Planning is a strategy, planning, is to achieve a certain goal, in the investigation and analysis of relevant materials on the basis of a certain procedure to follow, the future of a certain work or event for a systematic and comprehensive conceptualization and planning, development and selection of practicable Implementation of the program, planning countermeasures, and according to the requirements of the objectives and environmental changes in the program to modify, adjust a creative process of operations." ② From this, it can be argued that: hotel planning, that is, hotel planners for the realization of the objectives of the hotel organization, through the hotel market and the hotel environment, such as investigation, analysis and demonstration, creative design and planning of the hotel business plan, planning business countermeasures, and then put into practice in order to obtain the hotel optimal economic and social benefits of the operation planning process. In short, the hotel business planning is a hotel organization or hotel product planning and conceptualization of a planning process.
2. Basic elements
Hotel planning is generally composed of planners, planning goals, planning objects, planning programs and other four basic elements. Planners are hotel planning activities and hotel planning system to create the main body of the hotel planning several elements in the primary position; planning objectives are hotel planning power and guidance, the purpose is to make clear "planning what", "planning to what extent", "What kind of planning effect" and other issues; planning object, can be a hotel organization, can also be a department, or a product, a thing; planning program is a kind of materialization of planning ideas, but because of different perspectives of planning activities, planning level and standards, planning programs will be different styles. In any case, planning is a complex system engineering, and not a few elements of the simple pile, therefore, in the planning activities in the organic coordination and optimization of the integration of the relevant elements appears to be very important.
Second, the hotel business planning methods and procedures
1, the planning process
1) put forward the problem (the urgent need to solve or realize the problem).
2) formulate a plan (discharged planning work involved in matters, time, staff division of labor and other plans).
3) Investigation and analysis (collect and organize internal and external information, data and market conditions, research and analysis).
4) Formation of ideas (ideas, methods or programs to solve problems).
5) Define the goal (the goal to be achieved or realized after the planning activities).
6) Establish the theme (the theme of the implementation of planning activities).
7) Write a plan (see 2 for an outline of the plan).
8) Discuss and improve (ask the relevant people to express their opinions, revise and improve the plan).
9) Organization and implementation (to ensure that the planning activities are carried out smoothly, to achieve the desired goals).
10) Summarize and improve (to avoid shortcomings and provide valuable experience for future planning activities).
2, the basic outline of the business plan
A complete hotel business plan should include the following main elements:
1) the theme of business planning;
2) the planner's name or department;
3) the planning of the completion of the time;
4) the planning of the purpose and content of the summary;
5) The content and detailed description of the planning;
6) The time schedule of the planning activities;
7) The budget and plan (human, financial and material) of the planning;
8) The planning of the relevant information;
9) If there is a second or third program, write a summary of it;
10) Matters needing attention in the implementation of the activities of the planning.
Three, business planning cases and reviews
1, the new hotel opening plan
1) planning theme: the Sino-Japanese Joint Venture Jiaxing Oriental Hotel opening plan
2) planner: Yang Jianying
3) planning completion time: March 5, 1995
4) planning purpose: through planning, before and after the opening of the Activities as a carrier, the hotel all-round publicity, to achieve a household name, everyone knows, widely attracted the attention of consumers, for the opening of guests, business benefits and social benefits to achieve the design effect to lay a good foundation.
5) Planning content:
I. Determine the scale of operation and function of the hotel, highlighting the characteristics of the product:
A. The city's first Sino-Japanese joint venture hotel;
B. The city's exclusive possession of the sauna and bowling alley;
C. The province has a unique live ammunition shooting range;
D. Walking in. "Oriental", can provide food, accommodation, entertainment, recreation, meeting one-stop service;
E. All the waiters have gone through the theory and practice of tourism training;
F. Located in the center of the city in a busy area, convenient transportation.
II. Advertising:
A. Determine the image of the advertising slogan and positioning of the advertising slogan: "Step into the Oriental, life is brilliant"; "Oriental Hotel, noble but not expensive".
B. Determine the auxiliary advertising slogan: (omitted).
C. Preparation and production of different forms of advertising and promotional materials suitable for use in different publicity channels (specific requirements are omitted).
D. Before and after the opening of the month, through the local influential advertising media to do different forms of advertising:
A) exclusive spot TV series, the image of the ads and product ads inserted;
B) in the thousands of households subscribe to the weekly TV newspaper published a series of promotional ads and the hotel's status of the prize quiz column;
C) One month before the opening, design, print advertising leaflets, brochures, marketing department and other personnel to enterprises, institutions, the main street widely distributed and mailed;
D) two weeks before and after the opening of the main streets of the city hanging banners;
E) one week before the opening of the local daily newspaper in a unique way, continuous progressive relevance of suspense ads (content omitted), the opening ceremony day to announce the opening. Opening ceremony day announcement of the opening;
F) in order to make the influence of radiation to the surrounding areas, a week before the opening, with a colorful car in the five counties and two districts of the main street driving publicity hotel (colorful car production and content of the composition of the omitted);
G) to create a hot news (project characteristics, the preparation of the typical good and good, social welfare activities, the opening of the city's significance and so on), and to provide active news leads. news clues, and strive to do legitimate free advertising;
H) make small souvenirs with the hotel's logo, and give them away in marketing activities and operations.
III. Utilizing the government's emphasis on investment promotion and support for joint venture projects, a grand and enthusiastic opening ceremony was held outside the hotel gates; city leaders and relevant departments, units and representatives of the target customers were invited to attend the opening ceremony; after the ceremony, the attendees were invited to visit the hotel's operating facilities, taste the banquet dishes, and experience the banquet services to further strengthen the attendees' personal experience of the hotel's products, to cultivate potential customers and volunteer marketers, and to promote the hotel's products. To achieve the purpose of cultivating potential customers and volunteer marketers.
6) Activity schedule
I. Advertising and publicity design time, six months to the first three months before opening;
II. Opening advertising and publicity implementation time, see this article V, 2.4);
III. Opening ceremony preparation
A. Three months before opening, design the opening ceremony and the month after the business products and business methods;
II.
B. One month before the opening, design the ceremony program and list, list the list of ceremony supplies for each department and purchase;
C. One week before the ceremony to send out the ceremony invitations;
D. Three days before the opening, the beginning of the environment and green layout, lights and colors;
E. Opening ceremony procedures and schedule
A) 8:00, hanging outside the gate, the main door, the opening ceremony and the opening ceremony;
A) 8:00, the opening ceremony is the first day of the ceremony. : 00, outside the gate hanging giant red curtain, gold words: "step into the East, life brilliant - Sino-Japanese joint venture Jiaxing Oriental Hotel opening ceremony", audio equipment installation and commissioning in place, the ground laid a large red carpet;
B) 9: 00, the lobby set up to participate in the ceremony registration office, ready to sign books, pens, pens, corsages, guest cards, information packets, thank you to the guests souvenirs, etc.;
C) 9:20, internal and external journalists of all kinds to be in place, the hotel office to the media reporter to present the news unity of the article;
D) 9:30, general manager rate of the general manager of the department managers on both sides of the lobby door inwardly waiting for the arrival of the guests;
E) 9:50, to participate in the ceremony personnel entrance (outside the store, city leaders, industry leaders, vice chairman, foreign guests in the front row);
F) 10:00, the host (general manager) announced the start of the opening ceremony, announced that the main leaders and guests to participate in the ceremony, announced the ceremony procedures, played the national anthem;
G) 10:10, hotel chairman of the speech (Office) (Office two days in advance to prepare a good speech to send for review);
H) 10:15, foreign vice chairman of the speech (Office two days in advance to prepare a good speech to send for review);
I) 10:20, the competent authorities in charge of the industry congratulations;
J) 10:25, the city leaders congratulations (Office two days in advance to prepare a good speech to send for review);
K) 10:30, the city leaders to unveil the shop sign, play the marching band. for the unveiling of the store sign, playing marching songs, carrier pigeons, firecrackers;
L) 10:50, the end of the ceremony, guests are invited to visit the hotel's main operating facilities;
M) 11:30, the opening ceremony held a banquet (ballroom), presided over by the general manager, the chairman of the board of directors of the toast, the general manager announced the opening of the banquet, general manager rate of the departmental managers of the guests to each table toasting to express their appreciation;
N) 12:30, the opening ceremony was held in the hotel's main facilities.
N) 12:30, the general manager of the rate of managers in the lobby to send off the guests;
O) 13:30, the end of the ceremony activities, clean up the site, to meet the real start of business.
7) budget and plan (mainly reflecting the entire opening ceremony requires people, money and material detailed budget and plan), the implementation of activities, notes, planning summary, etc., limited to space, this is omitted.
2, reversing the old hotel business downturn planning
1) planning theme: listening to the Wenzhou model lectures, eat Wenzhou famous chef dishes, see Wenzhou management hotel - take over the operation of the A hotel planning
2) planner and planning date: Yang Jianying (August 1998)
3) planning purposes and planning ideas: A hotel opened nearly two years, mismanagement, social reputation is not good, door to door. Commissioned to receive the management of the A hotel, how to make the social reputation is not good, the hotel can be guests? Relying on the hotel and individual strength alone in the short term can not realize the vision of reversing the situation. Only by relying on government departments with the power of appeal, can all of a sudden summoned to the enterprises and institutions have the potential for consumption, and can become a hotel customer personnel to the hotel. But how to make the government departments reasonable and legitimate to play this function and advantage? According to the big marketing concept, when the interests of the enterprise and the interests of the society are unified, the political power of the society will have a positive effect on the enterprise. ③Aiming at the events or urgent problems widely concerned by the government and the society, we help plan or propose solutions to the problems and provide the conditions for the solutions, which will inevitably attract the attention of the government. In the process of adopting the government's suggestions for solving problems and implementing them, enterprises are also bound to share the incidental results.
On the current planned economy to the market economy transition period, the city's business mergers, closures, laid-off workers to the government door sit-ins, marches happen from time to time, disrupting the normal order of the community and the normal work of the government; in addition, there is a part of the community in particular, want to be a private sector bosses, but don't know how to be. Wenzhou market economy is particularly developed, state-owned, private enterprises can synchronize the development of no laid-off workers, enterprises have difficulties not to find the mayor to find the market, Wenzhou, everyone can be the boss, this is why? These experiences are worthy of reference and learning, not to mention the Fifteenth National Congress of the Party advocated that the whole country learn from the Wenzhou model. In view of the social resources I have worked in Wenzhou, decided to play the Wenzhou hotel A implementation of the strategic thinking of the management of the Wenzhou brand, planning by the hotel stage, government-led, enterprises and institutions to participate in the first and second hand, "listening to the Wenzhou model lectures, eat Wenzhou chef dishes, see the Wenzhou management hotel" activities. As an opportunity, the hotel on the internal, comprehensive training - to improve the level and quality of service, local transformation - the introduction of Wenzhou catering; external, comprehensive social PR, reshaping the image of the hotel, rapid cohesion of the popularity of the reversal of the situation of poor management.
4) Planning content
I. Wenzhou model lectures:
A. Speakers: Wenzhou Sports Reform Commission Director Ma Zinlong, Wenzhou state-owned enterprises, Teng Zhengshou, chairman of the Dongfang Group, private enterprises, the king of the package of the day Wang Junyao, the director of the National Commission on Reform of the National Sports Reform Commission, Professor of the School of Management of Zhejiang University, etc.;
B. Hosting and sending the meeting notification unit: the Jiaxing Municipal People's Government Office, Municipal Sports Reform Commission;
C. Participants: Jiaxing City, five counties and two districts of the Sports Reform Commission, the Policy Research Office and the relevant bureaus, commissions, offices, large and medium-sized three-funded enterprises, state-owned enterprises, private enterprises, news organizations, etc.;
D. Lecture venue: Hotel A;
E. Lecture time: October 8, 1998 ~ 9 two days, the afternoon of the previous day to report to the hotel. Stay in the hotel;
F. Implementation of the speaker: the Municipal Reform Commission to send an official invitation letter, the hotel general manager to contact the implementation.
II. Lecture preparation and process services:
A. Introduction of Wenzhou chefs, preparation of Wenzhou recipes, procurement of utensils and equipment, the implementation of the source;
B. Adjustment of the kitchen and dining room, the box pattern, increase the Wenzhou culture and style of the decorations and environmental layout;
C. Introduction of the Wenzhou dining health procedures: the main course, and then wine; sauce and vinegar The wedding banquet was changed to Wenzhou mode, and free gifts were given after the banquet;
D. Introducing experts to carry out staff training and operation competitions to improve the service standard and quality;
E. Preparing advertising campaigns, press materials and image positioning jingles suitable for different purposes (TV, radio, newspapers, banners, large-scale draperies, pamphlets and leaflets) (the content and the time of release, and the way of publication);
E.
F. hold seminars for new and old consumers and news media to solicit opinions and release information;
G. implement performing arts business activities during the lectures;
H. establish a comprehensive quality management system;
I. establish a marketing department, clear job responsibilities and assessment system, conduct market research, establish customer files, provide tracking services
J. Launch Wenzhou cuisine during the lecture period, and follow up for opinions and timely feedback and adjustment;
K. Adjust the operation time and mode of the revolving restaurant;
L. Adjust the types of guest rooms to adapt to the different needs, and improve the room rate;
M. Provide night bed service for all guest rooms participating in the lecture, and provide free flowers and fruits.
III. After the seminar:
A. Marketing Department regularly visit the participants of the seminar, and take the initiative to provide them with the demand for design and services;
B. Rotating restaurant to introduce Jiaxing has not been the Guangdong "roasted goose" products;
C. According to the characteristics of the hotel, the hotel is planned to be a distinctive conference and meeting place. According to the hotel's characteristics, the hotel planning to become a conference hotel with distinctive conference characteristics;
D. Three-star hotel as the standard, mobilize the whole staff, to create a star hotel, improve the hotel's visibility and reputation for the hotel to attract more sources of customers to lay a solid foundation.
5) Planning activities schedule, budget and plan, planning summary of this paper is omitted.
3, the use of resources, create hotspots, increase revenue planning
1) planning theme: the Pearl Hotel into a "business home, the store of tourists," planning
2) planners and planning date: Yang Jianying (October 2002)
3) Planning Purpose: The hotel has achieved four-star listing, room rate, annual operating income is also relatively stable, but can the hotel be further created into a distinctive personality traits, but also to maximize the market needs of modern hotels, so that the operating income is rising steadily? Combined with the local market situation, the use of modern marketing theory, the hotel will become a "business home, the store of tourists", can realize the room rate, the annual operating income further increase.
4) Planning content:
I. Market research and analysis (the following title only, the specific content is limited to space omitted)
A. Tourism resources where the hotel is located;
B. Geographic location and transportation where the hotel is located;
C. The hotel's location of the source of the situation;
D. The reception capacity of local hotels.
E. Passenger source situation of Pearl Hotel in the past three years.
II. Market positioning of the hotel: a home for business, a store for tourists.
III. Measures and Steps to Create "Business Home, Tourist's Shop"
A. Establish the advertising slogan: "Business Home, Tourist's Shop - Pearl Hotel Yongkang, China", and plan to widely publicize the slogan "Business Home, Tourist's Shop". "
B. Measures to build "business home":
A) Study the purpose and needs of hotel customers and business guests staying in the hotel;
B) Set up business guest rooms and floors, non-smoking guest rooms and floors, and business discussion rooms to provide business activities with appropriate facilities and services.
B) set up business rooms and floors, non-smoking rooms and floors, business meeting rooms, to provide business services in line with business activities;
C) broadband Internet access in the room, meeting rooms, bar, lobby bar, business center, convenient for guests to conduct business exchanges at any time;
D) to select and cultivate a higher quality of the overall quality of the staff to serve in the business floor and to provide the appropriate compensation package, to stimulate high-quality service;
E) stay in the business room
E) stay in the business rooms, provide some of the items preferential and free;
F) for the local enterprises and guests to set up a platform for communication and information exchange, the introduction of enterprise information dissemination products, so that the products and information of local enterprises in the hotel is ubiquitous, everywhere, and outside the business guests in the hotel anywhere you need to get business information, the specific information products are as follows (omitted in this article);
G) the preparation of the Business Services Questionnaire", widely consult the opinions and needs of enterprises and guests, and summarize and improve the products and services of the "Business House" in a timely manner.
C. Measures to create a "store for tourists" (omitted).
5) Implementation time: the first phase of two years, the implementation of specific sub-items of time omitted.
6) budget and plan: including local remodeling, facilities, equipment and supplies, manpower, advertising and publicity costs list, this article is omitted.
7) planning summary (omitted).
4. Planning case review
1) Case 1: the basic procedures for the opening ceremony ceremony, generally engaged in, but how to make the opening ceremony activities for marketing services, so that the activities before and after the opening ceremony has become a great opportunity for marketing activities, so that the opening ceremony ceremony is not purely a symbol of the opening of the business, but also the carrier of publicity and marketing. The planning of this case, highlighting two points: First, for the guests to bring auspicious, beautiful prospects of the advertising slogan - "Step into the East, life is brilliant." Ask: who does not want to go to a place that can make their life brilliant to consume, enjoy it? This advertising slogan is not only concise and clear, catchy, but also into the Oriental people a kind of spiritual pleasure and enjoyment, so that the guests of the hotel to produce affinity, shorten the distance between the guests and the hotel, will also enhance the loyalty of the guests to the hotel. Secondly, make full use of the government attaches importance to the policy of attracting investment, and actively encourage foreign investment, we use the joint venture project, it can be a legitimate invitation to the head of the local government to participate in the opening ceremony, because this is not a general business behavior, but involves the government's policy-oriented issues, with a certain degree of political significance. Therefore, local heads of government can usually be invited to such opening ceremonies. Since the local heads of state have participated, ask, what other departments, the head of the enterprise is not willing to come to participate in the opening ceremony of the good things? Not to mention our marketing work has long been done on the front. Since the head of government have come, the news media will naturally come uninvited, and sell to help do free publicity.
So, such an opening ceremony, such planning, in fact, has not been limited to the general level of the opening ceremony activities, but a great big marketing concept of the specific operation. Therefore, after the opening of the hotel, guests is a natural thing. Subsequent facts prove this, the first year of turnover jumped to the top of the local industry, and the provincial tourism bureau as a three-star hotel.
2) Case 2: the old hotel has been operating badly, to turn things around, it is difficult. But the use of large marketing concepts, find a good theme of eye-catching, well-planned, it is possible to make the old hotel back from the dead. For example, case 2 is the use of the spirit of the Fifteenth National Congress, the country to learn the Wenzhou model, to help solve some of the thorny social problems, and the development of planning. By "listening to the Wenzhou model lectures, eat Wenzhou famous chef dishes, see Wenzhou management hotel" activities, won the support of the government to convene the potential consumption of intermediate forces. And the hotel to take this opportunity to carry out comprehensive training, adjustment of products and services, the use of lectures during the show the new face of the old hotel, in one fell swoop to win the consumer's re-recognition and affirmation of the old hotel to re-emerge on a new journey laid the foundation.
3) Case 3: the operation of a relatively stable hotel, how to tap existing resources, inject new vitality, create new selling points, create new economic growth points, is a modern hotel in the fierce market competition, to be invincible, must consider and study the subject. This plan is for China Hardware City - Yongkang City, a four-star hotel, located in the specific market environment, the use of large market marketing theory, the use of hardware products throughout the world, hardware merchants gathered in Yongkang, as well as the national four A-level Fangyan scenic spot of resources, integrated operation, the hotel into the market needs, and With distinctive characteristics of the "business home, the store of tourists". In the process of providing targeted services and products for enterprises, merchants and scenic spots, the hotel also shares the rich source of customers and the rapidly growing social and economic benefits.
Four, the conclusion
1, systematic and scientific planning, so that the operation does not fight unprepared for the battle; and targeted planning operation, can achieve the effect of conventional business can not be expected.
2, operation by wisdom, success by planning. Planning is the success of business managers to manage modern hotels indispensable ability and method.
3, planning must pay attention to several matters:
1) planning, must be planned for the object of the internal and external market environment for comprehensive research.
2) Successful business planning, must use modern marketing concepts, to a full range of thinking, making full use of and tapping social resources, refining, processing, and creating a high degree of social concern about the theme.
3) Even better planning, detached from the understanding and support of the superiors and the masses, it is difficult to implement. Therefore, planning in the implementation of the former must win the understanding and support of the upper and lower, and, in the implementation process, there should be a plan and step-by-step organization.
Planning program should be summarized in a timely manner after the implementation of the future planning experience.