Management plan
Article 1: Company hotel management plan
As our company continues to grow and expand business in the field, the customers who serve the company are coming to the fore; with the continuous improvement of the quality of life of our company's leaders and employees, everyone's requirements for hotels and catering services are getting higher and higher. Therefore, how to abide by the law and operate a good hotel, provide quality services to customers from all corners of the country, and firmly establish a good corporate image of our company; it is especially important for internal cadres and workers to provide a comfortable and warm environment.
At present, the hotels, private hotels and restaurants around the hotel are scattered, and the competition between them is very fierce. Therefore, if you want to operate and manage the hotel of our company, you need to constantly update your ideas and adjust your ideas so that we can always be in the fierce competition. Standing in the tide!
1.Industry analysis: As we are located in remote areas, the average customer needs to stay in the vicinity, eat, eat, and have limited group resources, so the competition will be very intense.
2. Self-analysis: Our company hotel is backed by a strong group company. The hardware facilities are incomparable to the hotels and restaurants around the company. The company's hotel can give the customers and employees a sense of trust. The point is: not as flexible as the small hotel, each small hotel, with its ultra-low price, attracts a group of customers who are pursuing cheap. To this end, in order to do a good job in the management of the hotel, constantly improve the reputation of our hotel, and Using this as a window to showcase the good image of our company, we have specially formulated the following plans and invited leaders at all levels to review it.
I. Development strategy:
Hotels and catering should actively implement the development strategy of "holding on a strategy, highlighting two key points, and achieving four breakthroughs". We will strive to create a boutique hotel with sound system, high quality service, safety and environmental protection, and innovation and harmony.
1. Adhere to a strategy: unswervingly committed to a strategic thinking based on "quality service, scientific and economic management is the prerequisite for continuous innovation."
2. Highlight two key points: 2.1. Persist in taking quality service as the core and fine management as the fundamental idea, so that every customer who visits this hotel can have the warmth of spring and the warmth of home. 2.2. Rational allocation of resources , increase training efforts, strengthen management measures, clear division of labor, responsibility to people.
3. Realize four breakthroughs: 3.1. Breakthrough in service. 3.2. Breakthrough in scientific optimization management. 3.3. Breakthrough in food development and design. 3.4. Public image, breakthrough in word of mouth.
2. Work policy:
The system is sound, the service is excellent, safe and environmentally friendly, and the development is harmonious. Based on the company's corporate culture, it forms its own inherent hotel management culture, and constantly develops and innovates.
1. The system is sound. 1.1 The system is complete and refined. It covers all aspects of hotel management. It has to be done according to the law, and there are rules to follow. 1.2. The system balances stability and flexibility, keeping the team Stable, and can be adjusted and improved according to changes in internal and external environment. 1.3. Strengthen the implementation of the system, ensure the economic operation of the hotel, and give employees a fair and just platform.
2. Excellent service: To truly be customer-centric, to meet the legitimate needs of customers efficiently and quickly, and to provide high-quality services that satisfy customers: 2.1 To maintain respect and understanding of customers, timely and reasonable collection of customers Information, according to the information to understand and track the real needs of customers, and respond quickly; 2.2. Continuously improve service standards and levels, intensive work in each service link, to provide customers with standardized, standardized, humanized services 2.3. To effectively analyze the customer base, and provide targeted and valuable additional services. 2.4. Constantly develop and innovate, improve the comprehensive service capabilities, and always take customer satisfaction as the ultimate goal.
3. Safety and environmental protection: 3.1. Strictly follow the “Food Sanitation Law” standard. 3.2. Strengthen safety and fire prevention work to ensure that guests' personal and property and hotel property are not damaged. 3.3 Enhance environmental awareness and provide customers with hygiene and safety. Civilized environment.
4. Develop harmony. Adhere to the people-oriented management philosophy, properly handle the various internal and external relationships, in order to achieve comprehensive development. 4.1. The relationship between hotel development and employee benefits. 4.2. Under the premise of ensuring quality service, always adhere to the "cost Minimize, maximize the benefits of the business principles.
5. Constant innovation. Continuous innovation is the life of the enterprise! 5.1. Establishing the concept that the customer is an asset. The process of management and service is a process of “investing capital”, “protecting capital” and “increasing capital”. Only when the customer assets “add value”, the hotel will last forever. 5.2 Constantly give customers a bright spot and let customers always have time. Feel the novel service and enjoyment.
The above is my overall idea of the company's hotel operations, the following is a detailed description:
First, formulate job responsibilities and rules and regulations, increase implementation, and earnestly implement them in place.
1. According to the current situation of the hotel, we must formulate a set of practical and feasible management system, and the preparation and verification of personnel in each position. According to the requirements of the responsibilities, we should select the relevant personnel. Let each employee clarify the work requirements and conscientiously implement them.
2. Increase the intensity of implementation. "People are not convinced that I can, but serve the public. The public does not dare to slow." Therefore, in the implementation of the relevant system, only justice, will have executive power.
3. Give full play to the functions of the competent directors of hotels and restaurants. Establish and improve a series of supervision and inspection mechanisms, so that every employee can firmly establish the “zero defects” of “99+'1'=0”, “zero starting point” , "zero breakthrough" management awareness, so that the problem is eliminated in the bud.
2. Combination of training and assessment
1. For each employee, they must first train and then go to work. Make them understand their job responsibilities, standardize, and standardize their work.
2. Through training, reverse the traditional ideological concepts and service awareness, correct the employees' work attitude, strengthen the smile service, human service, and civilized service. Especially strengthen the human service while smiling service. Extend and supplement the limited standardization and standardization service. Treat guests as friends and relatives of the hotel. In time to understand the customer's requirements and suggestions for the hotel, grasp the customer's life preferences, improve the hotel management and improvement, and make the customer satisfied in the company hotel, comfortable in the company hotel While demonstrating the human service, we must also ensure the speed and standardization of all aspects of the service. In order to reduce the loss of customers with strong time concept.
3. In accordance with the assessment criteria, the heads of the departments shall strictly conduct the assessment. At the end of each month, they shall be submitted to the manager for approval and comprehensive evaluation. For the problems existing in the employees, education and training shall be carried out in a targeted manner to continuously improve the quality and business of the employees. skill.
3. Strengthen communication and coordination between departments
1. Due to the relative instability of the hotel and the restaurant source, it is necessary for the hotel manager and the supervisors to adjust the staffing in time to meet the needs of economic and scientific operations.
2. The hotel supervisor should always check the integrity of the hotel's various items, and the missing items should be replenished in time. Keep abreast of the storage of the service supplies and promptly report to the manager for timely replenishment. The head of the catering department should keep abreast of the storage of the raw materials in the restaurant. Every night, the catering supervisor will submit a written statement once, after the manager approves it. Science, economic supply.
3. For each customer's reservation or order, the restaurant should ask for the taste it likes, and indicate it on the menu, and then hand it to the kitchen. The heads of each department should make a living, interest, and dining preferences for long-term customers. Discover and record the archive.
4. Weekly hotel, kitchen and restaurant to conduct an exchange meeting, discuss and resolve the feedback from customers, and present their own opinions, but also inject cooperation into the cooperation between departments.
5. Adhere to the law-abiding operation, strictly follow the relevant regulations of the state and our company. Actively cooperate with the supervision of the state and relevant departments of the company and check.
4. Strictly control costs, enrich the variety of vegetables, and improve the quality of dishes.
1. Strictly save, reduce costs, and strengthen accounting. The head of the catering department and the head chef should timely calculate the cost and gross profit margin of each dish. The purchased raw materials must be used, and the quantity of purchases is consistent with the sales quantity. To ensure the realization of the company's business objectives.
2. The head chef, purchaser and head of the food and beverage department should conduct a market survey on the price of the purchased goods in a timely manner, and compare the purchased goods to three products. After comparison, they purchase goods of superior quality and low price.
3. Actively encourage chefs to introduce new products. Develop specialties, promote green, fresh style of cuisine. And according to customer needs, make different grades, adapt to multi-flavored meals. Ask the chef to have at least two new dishes every month. Organize the chef to study and communicate in the field if conditions permit. Give the chef an appropriate reward for the innovative dishes that the customer praises.
4. Label the dishes, give customers opinions, the restaurant will summarize daily, and feedback will be given once a week for the chef's improvement. The chefs can also be assessed and rewarded according to customer opinions.
V. Formulating a series of preferential and incentive policies
1. Develop a series of preferential measures to give employees real benefits. For long-term customers, give appropriate discounts. The Food and Beverage Department has set up different sizes of birthday banquets, birthday banquets, and holiday banquets to serve the company's employees.
2. The service personnel shall be rewarded by the guest for 3 times to 7 times in writing, and more than 7 times will be awarded.
3. Rewarded by employees who are reported by the company
4. A comprehensive review every year to reward outstanding employees
5. Employees with excellent skills, stunt skills, public relations, and strong management skills can set up employee-age awards to keep these outstanding employees in the hotel for a longer period of time.
6. Ensure the quality of working meals, health standards
1. To meet the high standards and high quality requirements for the employees' work meals, to prevent the rough cooking of the big pot.
2. Regularly go to the production site, investigate and understand the employees' dining preferences, keep abreast of the problems and ensure that the employees are satisfied with the dishes.
3. For the employees' work meals, we must deliver them in time. We will do a good job of logistics support for the operation of our company.
4. Profits from external operations, priority subsidies to class Chinese meals, to ensure the quality of food for frontline employees.
7. Actively promote the 6S management system and build the corporate culture of our company's hotel
1. The 6S management method promoted and implemented by our company is flexibly applied in various departments of the hotel. Promote management and standardize services.
2. Vigorously promote the corporate culture concept of environmental cleanliness, uniform dressing, standardization, humanized service, and food hygiene.
3. Require the Food and Beverage Department to make its own unique cuisine, and strive to combine the taste and nutrition perfectly, so that customers can enjoy and enjoy health and form a unique restaurant culture.
4. All management personnel must strictly manage employees, but also be humanized. Actively care for employees, and work with them to solve the worries of employees. Let employees work consciously.
5. Strive to cultivate the ownership spirit of employees, and create a corporate culture atmosphere of all the staff of the hotel with "I am a member of the hotel, I am proud, I am a member of the hotel, I am proud".
6. With the company's standardization, individualization and humanized service concept, with a brand-new style, we will create a high-quality service and scientific management of our company's corporate image window.
7. Because the company's hotel service object is more complicated, therefore, the customer's stay, consumption and other related information must be strictly confidential, and have to disclose any information of the customer at will.
8. The relevant personnel employed shall, under the same conditions, give priority to the laid-off workers of the company and solve the problems for the human resources department of the company.
8. Strict food hygiene and environmental sanitation, and do a good job in safety and security
1. Strictly abide by food hygiene and other regulations. Hotel managers, supervisors and each employee must check all levels to prevent unqualified consumer goods from being provided to customers.
2. Strengthen safety awareness, regularly hire company fire, and public security leaders come to the hotel to guide to eliminate potential safety hazards.
3. Enhance environmental awareness and strive to create a high-quality environment for green hotels.
The above is only a personal humble opinion, please ask the company leaders for review and guidance!
Part 2: Business Management Plan
1. Industry dynamics and background analysis.
The 21st century is characterized by the knowledge economy. With the maturity of China's market economy and the continuous improvement of people's living standards, the consumption of catering services will continue to increase. The social environment and conditions of the catering industry are more mature. We must seize this. New opportunities to comprehensively promote the steady development of China's new catering in the direction of socialization, internationalization, diversification and industrialization.
Combining the problem that the store is currently facing to be warmed up. How to change from passive to active. Need a complete operational strategy to introduce and implement. If you want to go to the market, go to the forefront of the well-known and deep society, you must have a quality service team. And management backbone. We must adhere to the bold assumptions, careful verification and innovation of the entrepreneurial spirit. Do not seek the most, strive for the best business philosophy. The service concept of quality and sincerity. And the perfect hardware facilities. Advanced corporate culture. Establish a good corporate image. Lay the location of the store in the local. Constantly seize opportunities and innovation to promote the overall operation of the store. I believe that in a short period of time there will be a brand-new enterprise.
"Details determine success or failure." With the increasingly fierce competition in the catering industry, the market's competitive order and game rules are constantly changing. After the spread of Western-style fast food such as McDonald's and KFC in the Mainland, it has driven and accomplished such a hot pot and Liu Yishou. Hot pot brand, real kung fu and other Chinese fast food brands! In the current domestic catering market, the traditional catering and old stores are facing transformation and innovation. The emerging catering enterprises face the branding, standardization and quantification, and they are unable to do anything. In the future catering market, there will be an atmosphere of weak meat and strong brand competition. The weaker are weaker, the middle-tier catering enterprises are not competitive, and the national industry associations, food hygiene, employee compensation and benefits, etc. are perfected, and rents, labor, raw materials, gas and other prices rise, catering enterprises The operating pressure will be even greater, and catering companies will face a market situation of “small profits or low profits”.
Summarizing all the fast-growing catering brands in recent years, from Qi Hot Pot, Liu Yishou, etc., we found the common feature, that is, they all learned the most important point of the international chain brand: qsc is quality, service, clean. - Standardized quality, service, and cleanliness. Therefore, “standardized qsc” is the main line of all the transformation of the catering industry, and the essence of the domestic catering industry transformation is – the middle is the body, the west is the use, and the middle is the main west. With the continuous development of the company, the store should also make adjustments to the existing business model and strategy, and gradually establish a technical support system, supervision and operation system, and quality assurance system, which will mark the full start of the operation of the store and change the operation of the small profits. The market situation of meager profit management.
In combination with the status quo of the industry, I think that only by building five internal modules, such as internal control, raw material management, customer management, internal and external information management, and corporate cis system, can we basically form a sound management platform, and this platform will be reflected everywhere. The spirit of "standardized qsc", and thus form a set of management mechanisms for effective control and expansion, then the management system of the enterprise can be simulated to enable the company to develop healthily.
Second, the current stage of catering and hot pot restaurant business strategy analysis
The core elements of modern catering competition
The hot pot new store is rapidly increasing at a three-digit rate every year in China. For nowadays, making money by traditional business model is already a swaying dream, so how to surprise yourself in front of competitors and take the lead in "one step" or "Half-step", become a real winner? I believe that only the "product innovation", "marketing innovation", "management innovation" and "service innovation" in single-store catering can double the benefits.
When a restaurant company's market position is positioned, its core element is the choice of competitive strategy.
Strategy 1: The differentiation strategy is what we usually call positioning strategy, which is specialization. The first question you must face when running a restaurant is that where do you have your own characteristics compared to your competitors? Where is the selling point? Why not be the opponent? Where is stronger than the same industry. Of course, you can't be stronger than others, and there is no need to be better than others. The key is that you must have three or five places that are very special, and these special places are restaurants that can give you Bringing real customers and making profits, this is the first magic weapon for the success of so-called catering.
Strategy 2: The strategy of innovation. The differentiation advantage of any company is difficult to maintain for a long time, because your opponent will imitate sooner or later, but you can't apply for a patent, so if you want to create sustainable competitiveness, you must continue to innovate. Catering innovation includes dish innovation, service innovation, management innovation, and business innovation. The fiercely competitive market environment reminds catering owners of the need for rational investment, and also puts a more severe test on catering operators and professional managers!
Our business strategy
1), the store in the competitive environment live analysis:
1) How big is the hot pot food in the local consumer market? What is the outlook?
2) In the fierce competition in the catering market, how does the store stand in the forefront of the industry?
3) What kind of consumption habits do consumers have? Do you want to run other dishes? Is the traditional hot pot food inherited or improved?
4), what kind of management system should we establish in order to be competitive in the market? How to develop steadily, step by step to win?
5) What kind of theme style should we establish to attract more consumers?
6) How does the store carry out brand planning? How to conduct marketing strategy planning? How to integrate resources for marketing communication
How to make limited advertising investment more effective?
2. We may wish to divide the demand level of “hot pot” consumers into the following three layers:
a, the basic layer
1) Is the taste of the meal right?
2) Is the service standardized? Is the waiter's operation proficient? Is hygiene too good?
3) Is the environment comfortable? Is the scale level in place?
4) Is the price reasonable?
All of these are the basic aspects that a general dining establishment should do. I have looked at the scale of the front lobby of the store. This store should be done as a middle-level catering platform.
b, featured layer
1) Is there any speciality in our restaurant?
2) Does the store have a theme dining environment?
3) Is there any special feature in our service?
c, brand layer
1) Whether the store has spread through a long-term promotion, has the brand accumulated to a certain grade, a certain taste, an atmosphere, a certain feature?
2) Does the consumer agree with an image as a sign of the restaurant?
3) Does the operator feel good when looking at the self?
These three levels are progressive and inclusive. I believe that "this shop" has the ability to do it at the basic level, and to achieve the characteristic layer, you can also be confident! However, to achieve the brand level, it is necessary to re-consolidate the unified planning system to reach the third level.
c), consumer mentality analysis:
1. Some customers come to spend some of their stomachs, some enjoy a style, and one is the consumption of face.
2, customers are willing to go to the theme of the restaurant to carry out environmental consumption, enjoy it, to ease the usual stress and exhaustion.
3, customer business entertainment, please important friends when eating, generally as a guest to decide which dining place to go.
4, the current dining venues have proposed humanized service as a bright spot, in fact, there is a lot of creative extension space in family, friendship, love and so on.
5, delicious, taste, human taste, can be explained in this store:
Delicious – emphasize the flavor and quality of the “our shop” dishes.
Taste--focus on the interpretation and sublimation of the "shop" restaurant culture.
, human touch - full of the "shop" brand connotation and service features.
Third, the store marketing planning and implementation rules
First, the importance of planning
The good operation of the enterprise requires the joint support of systematic scientific management and innovative and pragmatic planning. In the final analysis, it is the result of the joint efforts of the teams under the leadership of the company's general manager under the company system. My opinion is: planning is the brain, management is the hand and foot! The company's planning department is the company's operational think tank, the company's management department is the company's executive entity, is the hand and foot! "Planning" obeys "management", and "management" is also for "planning" services. In fact, they are inseparable, and they complement each other! In the normal operation of the restaurant or company, and even after the opening of the store, marketing planning is essential, which is the basic common sense of the owners and managers. Therefore, it is indispensable to establish your own planning strategy! How should the planning team plan how to implement it?
1. Integrate the industry form, combine the local market, analyze competitors, make individuality, make characteristics, make differences, and make culture.
2, in the design, planning, must be the market first, the food to follow the market, and at the forefront.
3, squatting in the market to correctly analyze cognition and face reality - is the foothold of rational decision-making, ingenious balance, accurate placement, as far as possible to achieve a win-win situation for customers and maximize the benefits of enterprises.
4. Many catering companies are now popular, but it is necessary to pay attention to the needs of the target market of the unit. Otherwise, there will be decorative effects without return on investment. That is, against simple imitation, blindly follow! We need to know that "simply learn from others will never go beyond!"
In general: the planner is the brain! It is the company's strategy makers. They make strategic plans for the company, set business tactics, tap and enrich corporate culture, and enable the company's brand to be listed and promoted! For the current situation of the store, there are good planners to achieve rapid development to open the passive situation! The management of the company is the operating entity of the company! The company's benefits are maximized, the lowest loss, reasonable cost, customer satisfaction, high efficiency of employees must be achieved by good management! Therefore, only a reasonable job division, a scientific and sound personnel system, and training of high-quality service personnel can make the company work well.
Second, the means to win customers
Found potential customers, how do you approach them? How to attract them to dinner? There are two sets of methods and three major plans that can be used to win customers:
Two sets of methods
First, direct marketing: After identifying potential customers, they can directly communicate with them through member letters, telephone calls, etc., to encourage and stimulate their response. Direct investment advertising, business letters, membership marketing, etc. are all types of direct marketing. The biggest feature of direct marketing is that it can directly get feedback from customers, target standards, low investment, high efficiency, and is especially suitable for service industries such as catering. Through direct marketing, a customer database can be established, which can enhance the company's understanding and communication with customers and improve customer loyalty.
1), corporate brand packaging and publicity
Outdoor Advertising
a, wall advertising b, large column c, large display d, leaflet
Vehicle advertisement
Use media to spread
a, voice communication b, books and periodicals dissemination c, newsletter platform d, corporate website
Organize personnel to go to the target area to post or deliver promotional leaflets or coupon cards
Organize marketing personnel to sign the target unit
Phone Appointment
Cooperate and interact with other business units and entertainment venues.
, restaurant internal marketing initiatives
Product marketing and related commissioning programs: drinks, special drinks, special meals, meal reservations, gold card sales
Discount card
Various coupons/promotions
Set up a full-time marketing staff, interact well with customers, and establish a complete set of customer history files in a timely manner. The archives include information such as name, gender, age, position, unit, living habits, taste requirements, and consumption.
Grasp the quality of the food / service quality, establish a corporate reputation.
Second, humanized relationship marketing: Under the premise of understanding the customer's psychology and needs, through a variety of humane content and ways to approach potential customers, establish and maintain friendly and favorable relationship with them, and gradually cultivate a large number of loyal customers. . Direct marketing is a form, a means; humanized relationship marketing is content, is the soul. The organic combination of the two forms the best way to win customers: to communicate directly with customers through a humane approach, in order to establish and maintain a favorable relationship, so that the company benefits in the long run.
The method can be implemented through three aspects. Specific three major plans
1) Customer Satisfaction Plan: Select the target customer base, fully understand their needs, and provide services that exceed customer expectations at an acceptable cost. The core of this project is to build our products according to the material, spiritual and psychological needs of customers, and to improve customer satisfaction by providing various additional services. Customer satisfaction is a prerequisite for doing a good job in marketing.
2) New customer development plan: According to the characteristics of different types of potential customers, adopt appropriate methods to communicate with them, so that they have the following changes in the attitude of the restaurant: cognition → recognition → heart movement → patronage, become a new customer of the restaurant. This is a plan that every catering unit must perform.
3), the old customer rolling development plan: customers who are satisfied with the service will tell their friends about their dining experience and domestic feelings, this is word of mouth. Word-of-mouth communication is often spontaneous and difficult to grasp, but its power is enormous. It is necessary to let the old customers continue to publicize and introduce new customers through various ingenious means. After a certain number of customers, the old customer rolling plan will play a huge role.
c), the key to successful marketing planning
Whether you can succeed in the competition, the following factors are very important:
1. Can we provide customers with services that add value to the restaurant and satisfy customers?
2. Does the store have a high-level, high-efficiency marketing system, including methods and talents?
3, the financial support of the store.
4. The support level of the main source: Specifically, the degree of interest of the “three high” people in this program.
We should fully mobilize all kinds of resources, develop strengths and avoid weaknesses, and develop a marketing strategy that is in line with the actual situation of this hot pot restaurant.
Paper talks will not bring any benefits to the company, only actual actions can generate efficiency in the enterprise. I will combine the objective situation of the store and formulate specific marketing strategies in line with the local environment to pave the way for the next development of the company. Establish a competitive advantage as soon as possible!
Chapter 3: Hotel Management Plan
The first one: brand positioning and development
First, market analysis
Market basic conditions
1. Location and environment of Baijia Hotel;
Baijia Hotel is located at the Magic East Road, Huangjin Road, Xingyi New District, 2 km from the downtown street garden, 2 km from Xingyi Airport, 10 km from Maling River Canyon Scenic Area, 30 km from Wanfenglin Scenic Area, and Xingyi Airport. Into the Xingyi City, the only place to go, according to the latest urban planning of Xingyi, the future belongs to the central part of the city, the Baijia Hotel is the middle section of the Maling River Canyon Scenic Area and Wanfenglin Scenic Area, surrounded by dense dining and entertainment venues. Ktv and procuratorate, municipal land bureau, state design institute, Huayue Community, Mingsheng Sunshine and other government functional departments and high-middle and low-end residential areas. A good location environment and underground parking lot can create their own status and popularity in this area.
2. The situation of the hotel industry in Xingyi City:
In recent years, the tourism industry in Xingyi City has developed rapidly. The government has built a tourist city and a tourist business card as the core. At the same time, it has fostered a complementary Xingyi restaurant industry. Among them, the hotels with high-grade positioning are: Cuihu Hotel, the future Fukang International The hotel, the Crown Hotel in Lushan, followed by the civil aviation hotel, the Lushan Hotel, and other central hotels in the city. Second-class hotels: Haitang Hotel, Royal Capital Hotel, Longyu Hotel, Chengcheng Building, Xingyi Hotel, Sansheng Hotel, Aesop Hotel, Panjiang Hotel, Shenxi Hotel and other single-function hotels, other categories of hotels and The hotel does not comment and research.
In summary, the Baijia Hotel is between the first class and the second class. There are clubs and Chinese food + rooms in terms of function. It is not very competitive in itself, but it has an absolute advantage in environmental decoration.
3. Analysis of tourism development in Southwest Guizhou and the environmental status of Xingyi City:
Citing the statistics of tourism income in southwestern Guizhou during the whole year of 20XX: Southwestern Guizhou received a total of 4.42 million domestic tourists, an increase of 11.6% over the previous year. The total tourism revenue for the year was 2.32 billion yuan, an increase of 1.7 over the previous year. %. Based on the situation, the market of hotel and tourism industry in Southwestern Guizhou is relatively optimistic and continues to rise. Guangxingyi Travel Agency has grown to 10-20, and it can be said that the outlook is optimistic. Xingyi City is located in the southwest of Guizhou Province. It is located in the junction of the three provinces of Guizhou and Guangxi. It is the middle section of the tourism development link between the three provinces. During the 12th and 5th periods, the Guizhou Sanheng three vertical road runs through the east, west and north, maximizing the local tourism industry. The promotion of the hotel is therefore optimistic about the future.
4. Analysis of competitors:
From the function, the 100 hotels should be divided into three parts to analyze:
food:
The development of Xingyi catering industry has not been optimistic. The catering industry of various departments, grades and types is uneven. According to the grades, Jincui Restaurant, Jinkai Garden, Great White Shark, Yipin Restaurant and Panjiang Family of Cuihu Hotel , the feast restaurant, Jinfuyuan, red house, and other relatively high-end dining places, according to the profitability and good business conditions, only Panjiang people, Yipin Restaurant, Feast Restaurant, Red House, Jinkai Garden, etc. Profits, other places are under great pressure on profits and operators.
Therefore, the catering of Baijia Hotel must be well positioned for food and beverage, product positioning, price strategy and service, etc., in order to open the market and win a place.
Clubhouse:
Xingyi Club has always been good, but the competition is also very fierce. From the perspective of profitability, it is now: Impression coffee, Ding Shang coffee, Yipin coffee, original coffee is better, other business conditions are not optimistic or even loss. Xingyi's customer consumption group is fixed, and it is difficult to develop and add new members. Therefore, 100 hotels must play a good role in membership management and service and establish their own loyal customer consumption groups.
Accommodation:
Comprehensive analysis of other hotel accommodations, Baijia Hotel must build its own characteristics in the accommodation hardware services, and innovate in pricing and service and consumption mode, and open up its own market and customer resources through market marketing and other aspects. group.
5. Analysis of the comprehensive situation of Baijia Hotel:
Based on the survey and the actual situation of 100 hotels, the following analysis is made on the advantages and disadvantages of 100 hotels:
Advantage:
----Excellent environment and hardware
----convenient transportation and superior geographical position
----With parking lot
---- Positioning dominates
Disadvantages:
----Business project and function single
----intense market competition
----Not recognized by the society
----Lack of features
----The internal management system was completed and all work was not carried out in an orderly manner.
----Not enough visibility and promotion
----I have not established my own customer base
Second, the hotel brand and positioning
, Baijia Hotel brand performance strategy
1. Establish a perfect visual identification system for VI and CIS images, strictly comply with the strict requirements of the entire hotel print, utensils, packaging and advertising performance, and strictly require and supervise the implementation of all hotel images that require performance in interior decoration and external publicity. Maintain brand consistency.
2. Systematically incorporate the company's entire brand system for unified packaging and promotion, and improve its brand image and loyalty in the customer management system.
3, to establish their own product features and service features, and unified management of strict requirements for implementation, product production and performance excellence.
Ensure brand quality.
4. Conduct brand communication through various cooperative activities, advertising and online promotion.
Brand Positioning
1. Finding a balance between the first and second categories in the market analysis, effectively improving the quality of services and products, and finally achieving the goal of high quality and low price, making it the most popular and economical luxury hotel in Southwest China; Standardized management of product and service is required by four-star hotel management standards.
2, member and customer positioning: business reception and banquet-based, supplemented by leisure FIT, high-end tourism reception as a supplement.
3, price positioning: four-star standard, three-star price, the same industry with the same quality and the same situation with the same price conditions to enhance services and supporting policies.
4. Positioning of consumer groups: government functional departments, enterprises and institutions, large-scale institutions, annual meetings, group meals, etc.;
Local high-end customer reception, banquet, etc.;
Tourist group reception, etc.;
Corporate executives hosted banquets, partner banquets, and high-level hospitality.
High-end people birthday, wedding and other banquet reception.
5. Market segmentation:
Target market source component ratio
Government government entertains 20%
Government high-end people receive 15%
Business travel reception 15%
Enterprise executives receive 20%
Social high-end people banquet 20%
10% of other individual customers
6. Project breakdown:
Catering income is 40%, clubhouse 30%, guest room 20%, and other 10%.
Third, long-term development planning and strategy
With the same experience management philosophy, such as Home Inn, 7 Days Hotel, etc., formulate the experience management strategy of Baijia Hotel, and build the only local famous business and economic hotel in Southwest Guizhou as the long-term strategy, and develop the hotel chain or related industry as the ultimate goal. .
With high-standard business rooms and supporting catering and leisure clubs as the brand image, we will take large-scale rooms and hotel-style apartments as the profit center, with special footholds, special wins, people with me new, people new and fine, people fine I am strange, people are amazing. Open up the middle and high-end customer group market, do a good job in room sales, vigorously grasp the catering, club management, and improve its products, services, environment, cost, price, marketing and other related management. It has become the designated reception unit for tourism in Southwest Guizhou, expanding the online marketing market, enhancing the popularity of the hotel and promoting it in an all-round way; becoming the most famous hotel and restaurant in Southwest Guizhou, looking for innovative business management thinking and models, and establishing an elite marketing team and management team. Maximize profits, accumulate funds, and strengthen the company's strength to develop hotel chains or related industries as the ultimate goal.
Fourth, corporate culture construction
完善其人事管理績效考核制度等，建立和吸納高級和優秀人才儲備，完善薪酬福利管理制度，團隊效益決定企業發展及利益，利益與效益掛鈎。成立客戶俱樂部和員工俱樂部，豐富員工學習和業餘活動，讓客戶利益最大化。建立百家酒店獨有的企業文化特色。壯大其管理，經營，提升影響力和員工工作效率積極性。
第二篇：經營管理及運營
一、職能及規劃
根據百家酒店實際情況，精簡其管理團隊為提高工作效率和更好更快組建核心的團隊發揮，特對現有部門及職位作以下建議及調整：
董事會
General manager
副總經理
餐飲部經理
行銷經理
客房經理
後勤經理
廚師長
行政經理
質檢專員
Personnel commissioner
前廳經理
客戶經理
客房部主管
保全隊長
保潔主管
工程主管
財務經理
採購主管
餐廳主管
會所主管
傳菜部長
庫管
收銀
Description:
1、綜合成立以董事長為中心,總經理為核心的,董事長部參與管理,但對酒店經營有指導和監督權。
2、總經辦下設4個部門，1個行政辦公室。
3、財務經理直接由總經理管轄，僅對酒店的財務及資金財產等管理有監督權利。
4、副總經理直接為總經理負責，全面組織開展酒店各項工作並協助總經理開展工作，直接管轄行政經理及各部門經理，
5、行政經理協助副總經理工作，主抓質量，人事，企劃宣傳，協助做行銷部管理工作及後勤部管理工作。
6、餐飲部經理直接管轄廚房部、傳菜部、餐廳部、主管店內餐飲客戶行銷及服務、運轉、檢查等工作。廚師長在運營時間必須服從餐飲部經理調度及安排工作，工作匯報及其它管理工作由總經辦管理。
7、行銷部經理直接為副總經理負責，負責前廳管理和客戶行銷管理工作。
8、客房部經理直接為副總經理負責，負責客房部全面工作。
9、後勤部經理直接為總經理副總，負責後勤全面工作。
10、成立以總經理為核心，副總經理、行政經理、行銷部經理、餐飲部經理、行銷部長、客戶經理、銷售經理、客房部經理，前廳人員為一體的行銷客戶服務團隊。具體工作開展由行銷部經理主持工作。
11、收銀員及採購在賬務上歸財務經理管理，在紀律和營運上歸各部門管理。
職能部門設定：
1、部門設定：由一個總經辦，四大部門，十四個小部門組成
、總經辦，成員：總經理、副總經理、財務經理、行政經理、質檢專員、人事專員。
下轄：餐飲部、行銷部、客房部、後勤部四大部門；行政辦。
、餐飲部，成員：餐飲部經理、廚師長、會所主管、餐廳主管、傳菜部長。
廚房領班、會所領班、餐廳領班、傳菜組長，各班組成員。
下轄：廚房部，餐廳部，會所部，傳菜部。
、行銷部，成員：行銷經理、前廳經理、客戶經理、行銷團隊成員、前廳人員。
下轄：前廳部、客戶部。
、客房部，成員：客房部經理，客房部主管，客房服務人員。
、後勤部，成員：保全隊長、隊員，保潔，工程組長、隊員，採購組長、成員。
下轄：保全部、工程部、保潔部、採購部。
2、圖示：
General manager
餐飲部
行銷部
客房部
後勤部
廚房部
前廳部
客戶部
保全部
保潔部
Engineering department
Purchasing Department
餐部
會所部
傳菜部
行政辦
財務辦
質檢部
人事部
Planning department
3、部門職能：
總經辦：負責酒店總體運營及管理工作，完成董事會安排及工作，制定酒店發展計畫及規劃等完成總經辦總體事務，負責酒店宣傳行銷策劃工作。
行政辦：行政辦公室是酒店的行政管理機構，其職責可概括為“三服務”和“四作用”，即為酒店高級管理層服務、為各部門服務、為員工服務；起到上傳下達、聯繫協調、溝通信息、參謀諮詢的作用。
行政辦公室主要負責酒店與地方政府、新聞機構的聯絡；檔案的領取、登記、送酒店高級管理層傳閱、傳送；政務的協調、督辦；酒店公章和介紹信的使用與管理；為管理層、客人和員工提供服務； 負責酒店人事管理及培訓工作，酒店廣告策劃及執行公關工作。
As our company continues to grow and expand business in the field, the customers who serve the company are coming to the fore; with the continuous improvement of the quality of life of our company's leaders and employees, everyone's requirements for hotels and catering services are getting higher and higher. Therefore, how to abide by the law and operate a good hotel, provide quality services to customers from all corners of the country, and firmly establish a good corporate image of our company; it is especially important for internal cadres and workers to provide a comfortable and warm environment.
At present, the hotels, private hotels and restaurants around the hotel are scattered, and the competition between them is very fierce. Therefore, if you want to operate and manage the hotel of our company, you need to constantly update your ideas and adjust your ideas so that we can always be in the fierce competition. Standing in the tide!
1.Industry analysis: As we are located in remote areas, the average customer needs to stay in the vicinity, eat, eat, and have limited group resources, so the competition will be very intense.
2. Self-analysis: Our company hotel is backed by a strong group company. The hardware facilities are incomparable to the hotels and restaurants around the company. The company's hotel can give the customers and employees a sense of trust. The point is: not as flexible as the small hotel, each small hotel, with its ultra-low price, attracts a group of customers who are pursuing cheap. To this end, in order to do a good job in the management of the hotel, constantly improve the reputation of our hotel, and Using this as a window to showcase the good image of our company, we have specially formulated the following plans and invited leaders at all levels to review it.
I. Development strategy:
Hotels and catering should actively implement the development strategy of "holding on a strategy, highlighting two key points, and achieving four breakthroughs". We will strive to create a boutique hotel with sound system, high quality service, safety and environmental protection, and innovation and harmony.
1. Adhere to a strategy: unswervingly committed to a strategic thinking based on "quality service, scientific and economic management is the prerequisite for continuous innovation."
2. Highlight two key points: 2.1. Persist in taking quality service as the core and fine management as the fundamental idea, so that every customer who visits this hotel can have the warmth of spring and the warmth of home. 2.2. Rational allocation of resources , increase training efforts, strengthen management measures, clear division of labor, responsibility to people.
3. Realize four breakthroughs: 3.1. Breakthrough in service. 3.2. Breakthrough in scientific optimization management. 3.3. Breakthrough in food development and design. 3.4. Public image, breakthrough in word of mouth.
2. Work policy:
The system is sound, the service is excellent, safe and environmentally friendly, and the development is harmonious. Based on the company's corporate culture, it forms its own inherent hotel management culture, and constantly develops and innovates.
1. The system is sound. 1.1 The system is complete and refined. It covers all aspects of hotel management. It has to be done according to the law, and there are rules to follow. 1.2. The system balances stability and flexibility, keeping the team Stable, and can be adjusted and improved according to changes in internal and external environment. 1.3. Strengthen the implementation of the system, ensure the economic operation of the hotel, and give employees a fair and just platform.
2. Excellent service: To truly be customer-centric, to meet the legitimate needs of customers efficiently and quickly, and to provide high-quality services that satisfy customers: 2.1 To maintain respect and understanding of customers, timely and reasonable collection of customers Information, according to the information to understand and track the real needs of customers, and respond quickly; 2.2. Continuously improve service standards and levels, intensive work in each service link, to provide customers with standardized, standardized, humanized services 2.3. To effectively analyze the customer base, and provide targeted and valuable additional services. 2.4. Constantly develop and innovate, improve the comprehensive service capabilities, and always take customer satisfaction as the ultimate goal.
3. Safety and environmental protection: 3.1. Strictly follow the “Food Sanitation Law” standard. 3.2. Strengthen safety and fire prevention work to ensure that guests' personal and property and hotel property are not damaged. 3.3 Enhance environmental awareness and provide customers with hygiene and safety. Civilized environment.
4. Develop harmony. Adhere to the people-oriented management philosophy, properly handle the various internal and external relationships, in order to achieve comprehensive development. 4.1. The relationship between hotel development and employee benefits. 4.2. Under the premise of ensuring quality service, always adhere to the "cost Minimize, maximize the benefits of the business principles.
5. Constant innovation. Continuous innovation is the life of the enterprise! 5.1. Establishing the concept that the customer is an asset. The process of management and service is a process of “investing capital”, “protecting capital” and “increasing capital”. Only when the customer assets “add value”, the hotel will last forever. 5.2 Constantly give customers a bright spot and let customers always have time. Feel the novel service and enjoyment.
The above is my overall idea of the company's hotel operations, the following is a detailed description:
First, formulate job responsibilities and rules and regulations, increase implementation, and earnestly implement them in place.
1. According to the current situation of the hotel, we must formulate a set of practical and feasible management system, and the preparation and verification of personnel in each position. According to the requirements of the responsibilities, we should select the relevant personnel. Let each employee clarify the work requirements and conscientiously implement them.
2. Increase the intensity of implementation. "People are not convinced that I can, but serve the public. The public does not dare to slow." Therefore, in the implementation of the relevant system, only justice, will have executive power.
3. Give full play to the functions of the competent directors of hotels and restaurants. Establish and improve a series of supervision and inspection mechanisms, so that every employee can firmly establish the “zero defects” of “99+'1'=0”, “zero starting point” , "zero breakthrough" management awareness, so that the problem is eliminated in the bud.
2. Combination of training and assessment
1. For each employee, they must first train and then go to work. Make them understand their job responsibilities, standardize, and standardize their work.
2. Through training, reverse the traditional ideological concepts and service awareness, correct the employees' work attitude, strengthen the smile service, human service, and civilized service. Especially strengthen the human service while smiling service. Extend and supplement the limited standardization and standardization service. Treat guests as friends and relatives of the hotel. In time to understand the customer's requirements and suggestions for the hotel, grasp the customer's life preferences, improve the hotel management and improvement, and make the customer satisfied in the company hotel, comfortable in the company hotel While demonstrating the human service, we must also ensure the speed and standardization of all aspects of the service. In order to reduce the loss of customers with strong time concept.
3. In accordance with the assessment criteria, the heads of the departments shall strictly conduct the assessment. At the end of each month, they shall be submitted to the manager for approval and comprehensive evaluation. For the problems existing in the employees, education and training shall be carried out in a targeted manner to continuously improve the quality and business of the employees. skill.
3. Strengthen communication and coordination between departments
1. Due to the relative instability of the hotel and the restaurant source, it is necessary for the hotel manager and the supervisors to adjust the staffing in time to meet the needs of economic and scientific operations.
2. The hotel supervisor should always check the integrity of the hotel's various items, and the missing items should be replenished in time. Keep abreast of the storage of the service supplies and promptly report to the manager for timely replenishment. The head of the catering department should keep abreast of the storage of the raw materials in the restaurant. Every night, the catering supervisor will submit a written statement once, after the manager approves it. Science, economic supply.
3. For each customer's reservation or order, the restaurant should ask for the taste it likes, and indicate it on the menu, and then hand it to the kitchen. The heads of each department should make a living, interest, and dining preferences for long-term customers. Discover and record the archive.
4. Weekly hotel, kitchen and restaurant to conduct an exchange meeting, discuss and resolve the feedback from customers, and present their own opinions, but also inject cooperation into the cooperation between departments.
5. Adhere to the law-abiding operation, strictly follow the relevant regulations of the state and our company. Actively cooperate with the supervision of the state and relevant departments of the company and check.
4. Strictly control costs, enrich the variety of vegetables, and improve the quality of dishes.
1. Strictly save, reduce costs, and strengthen accounting. The head of the catering department and the head chef should timely calculate the cost and gross profit margin of each dish. The purchased raw materials must be used, and the quantity of purchases is consistent with the sales quantity. To ensure the realization of the company's business objectives.
2. The head chef, purchaser and head of the food and beverage department should conduct a market survey on the price of the purchased goods in a timely manner, and compare the purchased goods to three products. After comparison, they purchase goods of superior quality and low price.
3. Actively encourage chefs to introduce new products. Develop specialties, promote green, fresh style of cuisine. And according to customer needs, make different grades, adapt to multi-flavored meals. Ask the chef to have at least two new dishes every month. Organize the chef to study and communicate in the field if conditions permit. Give the chef an appropriate reward for the innovative dishes that the customer praises.
4. Label the dishes, give customers opinions, the restaurant will summarize daily, and feedback will be given once a week for the chef's improvement. The chefs can also be assessed and rewarded according to customer opinions.
V. Formulating a series of preferential and incentive policies
1. Develop a series of preferential measures to give employees real benefits. For long-term customers, give appropriate discounts. The Food and Beverage Department has set up different sizes of birthday banquets, birthday banquets, and holiday banquets to serve the company's employees.
2. The service personnel shall be rewarded by the guest for 3 times to 7 times in writing, and more than 7 times will be awarded.
3. Rewarded by employees who are reported by the company
4. A comprehensive review every year to reward outstanding employees
5. Employees with excellent skills, stunt skills, public relations, and strong management skills can set up employee-age awards to keep these outstanding employees in the hotel for a longer period of time.
6. Ensure the quality of working meals, health standards
1. To meet the high standards and high quality requirements for the employees' work meals, to prevent the rough cooking of the big pot.
2. Regularly go to the production site, investigate and understand the employees' dining preferences, keep abreast of the problems and ensure that the employees are satisfied with the dishes.
3. For the employees' work meals, we must deliver them in time. We will do a good job of logistics support for the operation of our company.
4. Profits from external operations, priority subsidies to class Chinese meals, to ensure the quality of food for frontline employees.
7. Actively promote the 6S management system and build the corporate culture of our company's hotel
1. The 6S management method promoted and implemented by our company is flexibly applied in various departments of the hotel. Promote management and standardize services.
2. Vigorously promote the corporate culture concept of environmental cleanliness, uniform dressing, standardization, humanized service, and food hygiene.
3. Require the Food and Beverage Department to make its own unique cuisine, and strive to combine the taste and nutrition perfectly, so that customers can enjoy and enjoy health and form a unique restaurant culture.
4. All management personnel must strictly manage employees, but also be humanized. Actively care for employees, and work with them to solve the worries of employees. Let employees work consciously.
5. Strive to cultivate the ownership spirit of employees, and create a corporate culture atmosphere of all the staff of the hotel with "I am a member of the hotel, I am proud, I am a member of the hotel, I am proud".
6. With the company's standardization, individualization and humanized service concept, with a brand-new style, we will create a high-quality service and scientific management of our company's corporate image window.
7. Because the company's hotel service object is more complicated, therefore, the customer's stay, consumption and other related information must be strictly confidential, and have to disclose any information of the customer at will.
8. The relevant personnel employed shall, under the same conditions, give priority to the laid-off workers of the company and solve the problems for the human resources department of the company.
8. Strict food hygiene and environmental sanitation, and do a good job in safety and security
1. Strictly abide by food hygiene and other regulations. Hotel managers, supervisors and each employee must check all levels to prevent unqualified consumer goods from being provided to customers.
2. Strengthen safety awareness, regularly hire company fire, and public security leaders come to the hotel to guide to eliminate potential safety hazards.
3. Enhance environmental awareness and strive to create a high-quality environment for green hotels.
The above is only a personal humble opinion, please ask the company leaders for review and guidance!
Part 2: Business Management Plan
1. Industry dynamics and background analysis.
The 21st century is characterized by the knowledge economy. With the maturity of China's market economy and the continuous improvement of people's living standards, the consumption of catering services will continue to increase. The social environment and conditions of the catering industry are more mature. We must seize this. New opportunities to comprehensively promote the steady development of China's new catering in the direction of socialization, internationalization, diversification and industrialization.
Combining the problem that the store is currently facing to be warmed up. How to change from passive to active. Need a complete operational strategy to introduce and implement. If you want to go to the market, go to the forefront of the well-known and deep society, you must have a quality service team. And management backbone. We must adhere to the bold assumptions, careful verification and innovation of the entrepreneurial spirit. Do not seek the most, strive for the best business philosophy. The service concept of quality and sincerity. And the perfect hardware facilities. Advanced corporate culture. Establish a good corporate image. Lay the location of the store in the local. Constantly seize opportunities and innovation to promote the overall operation of the store. I believe that in a short period of time there will be a brand-new enterprise.
"Details determine success or failure." With the increasingly fierce competition in the catering industry, the market's competitive order and game rules are constantly changing. After the spread of Western-style fast food such as McDonald's and KFC in the Mainland, it has driven and accomplished such a hot pot and Liu Yishou. Hot pot brand, real kung fu and other Chinese fast food brands! In the current domestic catering market, the traditional catering and old stores are facing transformation and innovation. The emerging catering enterprises face the branding, standardization and quantification, and they are unable to do anything. In the future catering market, there will be an atmosphere of weak meat and strong brand competition. The weaker are weaker, the middle-tier catering enterprises are not competitive, and the national industry associations, food hygiene, employee compensation and benefits, etc. are perfected, and rents, labor, raw materials, gas and other prices rise, catering enterprises The operating pressure will be even greater, and catering companies will face a market situation of “small profits or low profits”.
Summarizing all the fast-growing catering brands in recent years, from Qi Hot Pot, Liu Yishou, etc., we found the common feature, that is, they all learned the most important point of the international chain brand: qsc is quality, service, clean. - Standardized quality, service, and cleanliness. Therefore, “standardized qsc” is the main line of all the transformation of the catering industry, and the essence of the domestic catering industry transformation is – the middle is the body, the west is the use, and the middle is the main west. With the continuous development of the company, the store should also make adjustments to the existing business model and strategy, and gradually establish a technical support system, supervision and operation system, and quality assurance system, which will mark the full start of the operation of the store and change the operation of the small profits. The market situation of meager profit management.
In combination with the status quo of the industry, I think that only by building five internal modules, such as internal control, raw material management, customer management, internal and external information management, and corporate cis system, can we basically form a sound management platform, and this platform will be reflected everywhere. The spirit of "standardized qsc", and thus form a set of management mechanisms for effective control and expansion, then the management system of the enterprise can be simulated to enable the company to develop healthily.
Second, the current stage of catering and hot pot restaurant business strategy analysis
The core elements of modern catering competition
The hot pot new store is rapidly increasing at a three-digit rate every year in China. For nowadays, making money by traditional business model is already a swaying dream, so how to surprise yourself in front of competitors and take the lead in "one step" or "Half-step", become a real winner? I believe that only the "product innovation", "marketing innovation", "management innovation" and "service innovation" in single-store catering can double the benefits.
When a restaurant company's market position is positioned, its core element is the choice of competitive strategy.
Strategy 1: The differentiation strategy is what we usually call positioning strategy, which is specialization. The first question you must face when running a restaurant is that where do you have your own characteristics compared to your competitors? Where is the selling point? Why not be the opponent? Where is stronger than the same industry. Of course, you can't be stronger than others, and there is no need to be better than others. The key is that you must have three or five places that are very special, and these special places are restaurants that can give you Bringing real customers and making profits, this is the first magic weapon for the success of so-called catering.
Strategy 2: The strategy of innovation. The differentiation advantage of any company is difficult to maintain for a long time, because your opponent will imitate sooner or later, but you can't apply for a patent, so if you want to create sustainable competitiveness, you must continue to innovate. Catering innovation includes dish innovation, service innovation, management innovation, and business innovation. The fiercely competitive market environment reminds catering owners of the need for rational investment, and also puts a more severe test on catering operators and professional managers!
Our business strategy
1), the store in the competitive environment live analysis:
1) How big is the hot pot food in the local consumer market? What is the outlook?
2) In the fierce competition in the catering market, how does the store stand in the forefront of the industry?
3) What kind of consumption habits do consumers have? Do you want to run other dishes? Is the traditional hot pot food inherited or improved?
4), what kind of management system should we establish in order to be competitive in the market? How to develop steadily, step by step to win?
5) What kind of theme style should we establish to attract more consumers?
6) How does the store carry out brand planning? How to conduct marketing strategy planning? How to integrate resources for marketing communication
How to make limited advertising investment more effective?
2. We may wish to divide the demand level of “hot pot” consumers into the following three layers:
a, the basic layer
1) Is the taste of the meal right?
2) Is the service standardized? Is the waiter's operation proficient? Is hygiene too good?
3) Is the environment comfortable? Is the scale level in place?
4) Is the price reasonable?
All of these are the basic aspects that a general dining establishment should do. I have looked at the scale of the front lobby of the store. This store should be done as a middle-level catering platform.
b, featured layer
1) Is there any speciality in our restaurant?
2) Does the store have a theme dining environment?
3) Is there any special feature in our service?
c, brand layer
1) Whether the store has spread through a long-term promotion, has the brand accumulated to a certain grade, a certain taste, an atmosphere, a certain feature?
2) Does the consumer agree with an image as a sign of the restaurant?
3) Does the operator feel good when looking at the self?
These three levels are progressive and inclusive. I believe that "this shop" has the ability to do it at the basic level, and to achieve the characteristic layer, you can also be confident! However, to achieve the brand level, it is necessary to re-consolidate the unified planning system to reach the third level.
c), consumer mentality analysis:
1. Some customers come to spend some of their stomachs, some enjoy a style, and one is the consumption of face.
2, customers are willing to go to the theme of the restaurant to carry out environmental consumption, enjoy it, to ease the usual stress and exhaustion.
3, customer business entertainment, please important friends when eating, generally as a guest to decide which dining place to go.
4, the current dining venues have proposed humanized service as a bright spot, in fact, there is a lot of creative extension space in family, friendship, love and so on.
5, delicious, taste, human taste, can be explained in this store:
Delicious – emphasize the flavor and quality of the “our shop” dishes.
Taste--focus on the interpretation and sublimation of the "shop" restaurant culture.
, human touch - full of the "shop" brand connotation and service features.
Third, the store marketing planning and implementation rules
First, the importance of planning
The good operation of the enterprise requires the joint support of systematic scientific management and innovative and pragmatic planning. In the final analysis, it is the result of the joint efforts of the teams under the leadership of the company's general manager under the company system. My opinion is: planning is the brain, management is the hand and foot! The company's planning department is the company's operational think tank, the company's management department is the company's executive entity, is the hand and foot! "Planning" obeys "management", and "management" is also for "planning" services. In fact, they are inseparable, and they complement each other! In the normal operation of the restaurant or company, and even after the opening of the store, marketing planning is essential, which is the basic common sense of the owners and managers. Therefore, it is indispensable to establish your own planning strategy! How should the planning team plan how to implement it?
1. Integrate the industry form, combine the local market, analyze competitors, make individuality, make characteristics, make differences, and make culture.
2, in the design, planning, must be the market first, the food to follow the market, and at the forefront.
3, squatting in the market to correctly analyze cognition and face reality - is the foothold of rational decision-making, ingenious balance, accurate placement, as far as possible to achieve a win-win situation for customers and maximize the benefits of enterprises.
4. Many catering companies are now popular, but it is necessary to pay attention to the needs of the target market of the unit. Otherwise, there will be decorative effects without return on investment. That is, against simple imitation, blindly follow! We need to know that "simply learn from others will never go beyond!"
In general: the planner is the brain! It is the company's strategy makers. They make strategic plans for the company, set business tactics, tap and enrich corporate culture, and enable the company's brand to be listed and promoted! For the current situation of the store, there are good planners to achieve rapid development to open the passive situation! The management of the company is the operating entity of the company! The company's benefits are maximized, the lowest loss, reasonable cost, customer satisfaction, high efficiency of employees must be achieved by good management! Therefore, only a reasonable job division, a scientific and sound personnel system, and training of high-quality service personnel can make the company work well.
Second, the means to win customers
Found potential customers, how do you approach them? How to attract them to dinner? There are two sets of methods and three major plans that can be used to win customers:
Two sets of methods
First, direct marketing: After identifying potential customers, they can directly communicate with them through member letters, telephone calls, etc., to encourage and stimulate their response. Direct investment advertising, business letters, membership marketing, etc. are all types of direct marketing. The biggest feature of direct marketing is that it can directly get feedback from customers, target standards, low investment, high efficiency, and is especially suitable for service industries such as catering. Through direct marketing, a customer database can be established, which can enhance the company's understanding and communication with customers and improve customer loyalty.
1), corporate brand packaging and publicity
Outdoor Advertising
a, wall advertising b, large column c, large display d, leaflet
Vehicle advertisement
Use media to spread
a, voice communication b, books and periodicals dissemination c, newsletter platform d, corporate website
Organize personnel to go to the target area to post or deliver promotional leaflets or coupon cards
Organize marketing personnel to sign the target unit
Phone Appointment
Cooperate and interact with other business units and entertainment venues.
, restaurant internal marketing initiatives
Product marketing and related commissioning programs: drinks, special drinks, special meals, meal reservations, gold card sales
Discount card
Various coupons/promotions
Set up a full-time marketing staff, interact well with customers, and establish a complete set of customer history files in a timely manner. The archives include information such as name, gender, age, position, unit, living habits, taste requirements, and consumption.
Grasp the quality of the food / service quality, establish a corporate reputation.
Second, humanized relationship marketing: Under the premise of understanding the customer's psychology and needs, through a variety of humane content and ways to approach potential customers, establish and maintain friendly and favorable relationship with them, and gradually cultivate a large number of loyal customers. . Direct marketing is a form, a means; humanized relationship marketing is content, is the soul. The organic combination of the two forms the best way to win customers: to communicate directly with customers through a humane approach, in order to establish and maintain a favorable relationship, so that the company benefits in the long run.
The method can be implemented through three aspects. Specific three major plans
1) Customer Satisfaction Plan: Select the target customer base, fully understand their needs, and provide services that exceed customer expectations at an acceptable cost. The core of this project is to build our products according to the material, spiritual and psychological needs of customers, and to improve customer satisfaction by providing various additional services. Customer satisfaction is a prerequisite for doing a good job in marketing.
2) New customer development plan: According to the characteristics of different types of potential customers, adopt appropriate methods to communicate with them, so that they have the following changes in the attitude of the restaurant: cognition → recognition → heart movement → patronage, become a new customer of the restaurant. This is a plan that every catering unit must perform.
3), the old customer rolling development plan: customers who are satisfied with the service will tell their friends about their dining experience and domestic feelings, this is word of mouth. Word-of-mouth communication is often spontaneous and difficult to grasp, but its power is enormous. It is necessary to let the old customers continue to publicize and introduce new customers through various ingenious means. After a certain number of customers, the old customer rolling plan will play a huge role.
c), the key to successful marketing planning
Whether you can succeed in the competition, the following factors are very important:
1. Can we provide customers with services that add value to the restaurant and satisfy customers?
2. Does the store have a high-level, high-efficiency marketing system, including methods and talents?
3, the financial support of the store.
4. The support level of the main source: Specifically, the degree of interest of the “three high” people in this program.
We should fully mobilize all kinds of resources, develop strengths and avoid weaknesses, and develop a marketing strategy that is in line with the actual situation of this hot pot restaurant.
Paper talks will not bring any benefits to the company, only actual actions can generate efficiency in the enterprise. I will combine the objective situation of the store and formulate specific marketing strategies in line with the local environment to pave the way for the next development of the company. Establish a competitive advantage as soon as possible!
Chapter 3: Hotel Management Plan
The first one: brand positioning and development
First, market analysis
Market basic conditions
1. Location and environment of Baijia Hotel;
Baijia Hotel is located at the Magic East Road, Huangjin Road, Xingyi New District, 2 km from the downtown street garden, 2 km from Xingyi Airport, 10 km from Maling River Canyon Scenic Area, 30 km from Wanfenglin Scenic Area, and Xingyi Airport. Into the Xingyi City, the only place to go, according to the latest urban planning of Xingyi, the future belongs to the central part of the city, the Baijia Hotel is the middle section of the Maling River Canyon Scenic Area and Wanfenglin Scenic Area, surrounded by dense dining and entertainment venues. Ktv and procuratorate, municipal land bureau, state design institute, Huayue Community, Mingsheng Sunshine and other government functional departments and high-middle and low-end residential areas. A good location environment and underground parking lot can create their own status and popularity in this area.
2. The situation of the hotel industry in Xingyi City:
In recent years, the tourism industry in Xingyi City has developed rapidly. The government has built a tourist city and a tourist business card as the core. At the same time, it has fostered a complementary Xingyi restaurant industry. Among them, the hotels with high-grade positioning are: Cuihu Hotel, the future Fukang International The hotel, the Crown Hotel in Lushan, followed by the civil aviation hotel, the Lushan Hotel, and other central hotels in the city. Second-class hotels: Haitang Hotel, Royal Capital Hotel, Longyu Hotel, Chengcheng Building, Xingyi Hotel, Sansheng Hotel, Aesop Hotel, Panjiang Hotel, Shenxi Hotel and other single-function hotels, other categories of hotels and The hotel does not comment and research.
In summary, the Baijia Hotel is between the first class and the second class. There are clubs and Chinese food + rooms in terms of function. It is not very competitive in itself, but it has an absolute advantage in environmental decoration.
3. Analysis of tourism development in Southwest Guizhou and the environmental status of Xingyi City:
Citing the statistics of tourism income in southwestern Guizhou during the whole year of 20XX: Southwestern Guizhou received a total of 4.42 million domestic tourists, an increase of 11.6% over the previous year. The total tourism revenue for the year was 2.32 billion yuan, an increase of 1.7 over the previous year. %. Based on the situation, the market of hotel and tourism industry in Southwestern Guizhou is relatively optimistic and continues to rise. Guangxingyi Travel Agency has grown to 10-20, and it can be said that the outlook is optimistic. Xingyi City is located in the southwest of Guizhou Province. It is located in the junction of the three provinces of Guizhou and Guangxi. It is the middle section of the tourism development link between the three provinces. During the 12th and 5th periods, the Guizhou Sanheng three vertical road runs through the east, west and north, maximizing the local tourism industry. The promotion of the hotel is therefore optimistic about the future.
4. Analysis of competitors:
From the function, the 100 hotels should be divided into three parts to analyze:
food:
The development of Xingyi catering industry has not been optimistic. The catering industry of various departments, grades and types is uneven. According to the grades, Jincui Restaurant, Jinkai Garden, Great White Shark, Yipin Restaurant and Panjiang Family of Cuihu Hotel , the feast restaurant, Jinfuyuan, red house, and other relatively high-end dining places, according to the profitability and good business conditions, only Panjiang people, Yipin Restaurant, Feast Restaurant, Red House, Jinkai Garden, etc. Profits, other places are under great pressure on profits and operators.
Therefore, the catering of Baijia Hotel must be well positioned for food and beverage, product positioning, price strategy and service, etc., in order to open the market and win a place.
Clubhouse:
Xingyi Club has always been good, but the competition is also very fierce. From the perspective of profitability, it is now: Impression coffee, Ding Shang coffee, Yipin coffee, original coffee is better, other business conditions are not optimistic or even loss. Xingyi's customer consumption group is fixed, and it is difficult to develop and add new members. Therefore, 100 hotels must play a good role in membership management and service and establish their own loyal customer consumption groups.
Accommodation:
Comprehensive analysis of other hotel accommodations, Baijia Hotel must build its own characteristics in the accommodation hardware services, and innovate in pricing and service and consumption mode, and open up its own market and customer resources through market marketing and other aspects. group.
5. Analysis of the comprehensive situation of Baijia Hotel:
Based on the survey and the actual situation of 100 hotels, the following analysis is made on the advantages and disadvantages of 100 hotels:
Advantage:
----Excellent environment and hardware
----convenient transportation and superior geographical position
----With parking lot
---- Positioning dominates
Disadvantages:
----Business project and function single
----intense market competition
----Not recognized by the society
----Lack of features
----The internal management system was completed and all work was not carried out in an orderly manner.
----Not enough visibility and promotion
----I have not established my own customer base
Second, the hotel brand and positioning
, Baijia Hotel brand performance strategy
1. Establish a perfect visual identification system for VI and CIS images, strictly comply with the strict requirements of the entire hotel print, utensils, packaging and advertising performance, and strictly require and supervise the implementation of all hotel images that require performance in interior decoration and external publicity. Maintain brand consistency.
2. Systematically incorporate the company's entire brand system for unified packaging and promotion, and improve its brand image and loyalty in the customer management system.
3, to establish their own product features and service features, and unified management of strict requirements for implementation, product production and performance excellence.
Ensure brand quality.
4. Conduct brand communication through various cooperative activities, advertising and online promotion.
Brand Positioning
1. Finding a balance between the first and second categories in the market analysis, effectively improving the quality of services and products, and finally achieving the goal of high quality and low price, making it the most popular and economical luxury hotel in Southwest China; Standardized management of product and service is required by four-star hotel management standards.
2, member and customer positioning: business reception and banquet-based, supplemented by leisure FIT, high-end tourism reception as a supplement.
3, price positioning: four-star standard, three-star price, the same industry with the same quality and the same situation with the same price conditions to enhance services and supporting policies.
4. Positioning of consumer groups: government functional departments, enterprises and institutions, large-scale institutions, annual meetings, group meals, etc.;
Local high-end customer reception, banquet, etc.;
Tourist group reception, etc.;
Corporate executives hosted banquets, partner banquets, and high-level hospitality.
High-end people birthday, wedding and other banquet reception.
5. Market segmentation:
Target market source component ratio
Government government entertains 20%
Government high-end people receive 15%
Business travel reception 15%
Enterprise executives receive 20%
Social high-end people banquet 20%
10% of other individual customers
6. Project breakdown:
Catering income is 40%, clubhouse 30%, guest room 20%, and other 10%.
Third, long-term development planning and strategy
With the same experience management philosophy, such as Home Inn, 7 Days Hotel, etc., formulate the experience management strategy of Baijia Hotel, and build the only local famous business and economic hotel in Southwest Guizhou as the long-term strategy, and develop the hotel chain or related industry as the ultimate goal. .
With high-standard business rooms and supporting catering and leisure clubs as the brand image, we will take large-scale rooms and hotel-style apartments as the profit center, with special footholds, special wins, people with me new, people new and fine, people fine I am strange, people are amazing. Open up the middle and high-end customer group market, do a good job in room sales, vigorously grasp the catering, club management, and improve its products, services, environment, cost, price, marketing and other related management. It has become the designated reception unit for tourism in Southwest Guizhou, expanding the online marketing market, enhancing the popularity of the hotel and promoting it in an all-round way; becoming the most famous hotel and restaurant in Southwest Guizhou, looking for innovative business management thinking and models, and establishing an elite marketing team and management team. Maximize profits, accumulate funds, and strengthen the company's strength to develop hotel chains or related industries as the ultimate goal.
Fourth, corporate culture construction
完善其人事管理績效考核制度等，建立和吸納高級和優秀人才儲備，完善薪酬福利管理制度，團隊效益決定企業發展及利益，利益與效益掛鈎。成立客戶俱樂部和員工俱樂部，豐富員工學習和業餘活動，讓客戶利益最大化。建立百家酒店獨有的企業文化特色。壯大其管理，經營，提升影響力和員工工作效率積極性。
第二篇：經營管理及運營
一、職能及規劃
根據百家酒店實際情況，精簡其管理團隊為提高工作效率和更好更快組建核心的團隊發揮，特對現有部門及職位作以下建議及調整：
董事會
General manager
副總經理
餐飲部經理
行銷經理
客房經理
後勤經理
廚師長
行政經理
質檢專員
Personnel commissioner
前廳經理
客戶經理
客房部主管
保全隊長
保潔主管
工程主管
財務經理
採購主管
餐廳主管
會所主管
傳菜部長
庫管
收銀
Description:
1、綜合成立以董事長為中心,總經理為核心的,董事長部參與管理,但對酒店經營有指導和監督權。
2、總經辦下設4個部門，1個行政辦公室。
3、財務經理直接由總經理管轄，僅對酒店的財務及資金財產等管理有監督權利。
4、副總經理直接為總經理負責，全面組織開展酒店各項工作並協助總經理開展工作，直接管轄行政經理及各部門經理，
5、行政經理協助副總經理工作，主抓質量，人事，企劃宣傳，協助做行銷部管理工作及後勤部管理工作。
6、餐飲部經理直接管轄廚房部、傳菜部、餐廳部、主管店內餐飲客戶行銷及服務、運轉、檢查等工作。廚師長在運營時間必須服從餐飲部經理調度及安排工作，工作匯報及其它管理工作由總經辦管理。
7、行銷部經理直接為副總經理負責，負責前廳管理和客戶行銷管理工作。
8、客房部經理直接為副總經理負責，負責客房部全面工作。
9、後勤部經理直接為總經理副總，負責後勤全面工作。
10、成立以總經理為核心，副總經理、行政經理、行銷部經理、餐飲部經理、行銷部長、客戶經理、銷售經理、客房部經理，前廳人員為一體的行銷客戶服務團隊。具體工作開展由行銷部經理主持工作。
11、收銀員及採購在賬務上歸財務經理管理，在紀律和營運上歸各部門管理。
職能部門設定：
1、部門設定：由一個總經辦，四大部門，十四個小部門組成
、總經辦，成員：總經理、副總經理、財務經理、行政經理、質檢專員、人事專員。
下轄：餐飲部、行銷部、客房部、後勤部四大部門；行政辦。
、餐飲部，成員：餐飲部經理、廚師長、會所主管、餐廳主管、傳菜部長。
廚房領班、會所領班、餐廳領班、傳菜組長，各班組成員。
下轄：廚房部，餐廳部，會所部，傳菜部。
、行銷部，成員：行銷經理、前廳經理、客戶經理、行銷團隊成員、前廳人員。
下轄：前廳部、客戶部。
、客房部，成員：客房部經理，客房部主管，客房服務人員。
、後勤部，成員：保全隊長、隊員，保潔，工程組長、隊員，採購組長、成員。
下轄：保全部、工程部、保潔部、採購部。
2、圖示：
General manager
餐飲部
行銷部
客房部
後勤部
廚房部
前廳部
客戶部
保全部
保潔部
Engineering department
Purchasing Department
餐部
會所部
傳菜部
行政辦
財務辦
質檢部
人事部
Planning department
3、部門職能：
總經辦：負責酒店總體運營及管理工作，完成董事會安排及工作，制定酒店發展計畫及規劃等完成總經辦總體事務，負責酒店宣傳行銷策劃工作。
行政辦：行政辦公室是酒店的行政管理機構，其職責可概括為“三服務”和“四作用”，即為酒店高級管理層服務、為各部門服務、為員工服務；起到上傳下達、聯繫協調、溝通信息、參謀諮詢的作用。
行政辦公室主要負責酒店與地方政府、新聞機構的聯絡；檔案的領取、登記、送酒店高級管理層傳閱、傳送；政務的協調、督辦；酒店公章和介紹信的使用與管理；為管理層、客人和員工提供服務； 負責酒店人事管理及培訓工作，酒店廣告策劃及執行公關工作。
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