酒店服务营销策略研究外文文献翻译Word文件下载.docx

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原文

Theresearchofhotelservicemarketingstrategy

SolimanM

Abstract

Thecontinuousdevelopmentofthetourismindustry,alsocontributedtothehospitalityindustryatthesametimehasmoredevelopmentopportunitiesfacinggreatercompetition.Onthetangibleproductoftraditionalcompetitionisembodiedinthehotel,becausethealternativeoftangibleproductsandreplication,theformofcompetitionistransferredtotheservice,therefore,hasbecomethehotelmarketingservicemarketingoneofthemostimportantaspects.Andhowtobuildtheperfecthotelservicemarketingsystem,howtoadopttargetedservicesmarketingstrategycanmakethehotelgetcomparativeadvantageinthefiercecompetition,gainlong-termprofitshasbecomeahottopicintheresearch.

Keywords:

Customervalue;

Servicemarketing;

Strategy

1Introduction

Alongwithmarketcompetitionintensifying,thehotelindustrywillalsobemarketingfocusshiftfromthetraditionalproductmarketingtoservicemarketing.Andservicemarketingtowinthekeyliesinwhetherthehotelcanmeettheneedsofcustomers,tocreatemorecustomervalue.Sothisarticleintheperspectiveofcustomervalue,customervalueisanalyzedandtherelationshipbetweentheservicemarketing,buildthetheoreticalframeworkandcontentsofthehotelservicemarketing,putsforwardthehotelservicemarketingstrategybasedoncustomervalue.Thiscannotonlylinktheinterestsofthedemandandsupplysideofthehotel,meetthedemandofthevalueofmultiplestakeholders,butalsotothehotelandenhancecustomervalue,finallywinthecompetitiveadvantageandlong-termprofits.Servicemarketingresearchisthegeneralenterprise,thereisnospecificfocusonthehotelindustry,norfromtheperspectiveofcustomervalue,andfocusonahandfulofservicesmarketingmanagementmeasures,suchasWoSiFu'

s（Worsfold,1999）andlyno（Alleyne,etal.,2006）,tostudytheeffectontheperformanceofthehotelservicepersonnelmanagement.Thegranite（Sigala,2005）studiedthecustomerrelationshipinservicemarket.Throughtheanalysisoftheabovecanbefoundthatthecurrentlackoffromtheperspectiveofcustomervalue,thestudyofhotelservicemarketingstrategy.Becauseoftheservicemarketingemphasizesthe"

human"

factor,emphasizetocreatecustomervalue,meettheneedsofcustomersandmaintaincustomerloyalty,andtoincreasemarketshareandexpandmarketshare,soastoobtainandstrengthentheenterprisethecompetitiveadvantage,therefore,fromtheperspectiveofcustomervaluestudyofhotelservicemarketingstrategyisveryimportantandnecessary.

2Customervalueandservicemarketing

2.1Theconnotationofcustomervalue

Inmarketingandconsumerrelatedliterature,thecustomervaluehastwodifferentconnotations.Acase,thecustomervaluereferstothe"

customervalue"

oftheenterprise,thecustomertoenterprise'

ssignificanceandimportance.Anotherkindofcases,thecustomervaluereferstothevalueoftheenterpriseispassedtothecustomer.Inthispaper,thecustomervalueaftertakingadefinition,namelyenterprisecreateandprovidevalueforcustomers,customervalueofbeneficiariesandtheowneristhecustomer.AccordingtoMr.Roveofcustomervaluehierarchymodel,inthehotelservicemarketinginthecustomer'

svaluealsocanbedividedintothreelevels,fromthebottomup,respectivelyfortheserviceattributevalue,servicevalueandtheservicegoalvalueresults.Servicepropertieslevelincludingtheparticularformofhotelserviceproduct,service,environment,qualityofservice,etc.;

Resultslevelistheeffectofcustomerstoenjoythehotelservices,includingpositiveandnegativetwoeffect.Targetlevelisthemosttopcustomervalue,includingtheuser'

scorevalues,purposeandgoals,isthefinalresultofcustomerstouseandenjoytheservice.

2.2Theconnotationofservicemarketing

Referstotheservicemarketingfocusonserviceisintheenterprisemanagementofthemarketingfunction.Suffersfromtheco-existenceoftheproductitselfisserviceandpractice,andnostrictboundariesatfirst,withtheimprovementofconsumptionlevel,consumersareincreasinglydemandingontheaddedvalueofproducts,andistheconcentratedreflectionofvalue-addedproductstechnologycontent,servicecontent,servicequalityhighandlowinasensedeterminesthesizeoftheproductaddedvalue.Therefore,theservicemarketingbecomesoneofthemostimportantaspectsofthemodernmarketcompetition.

2.3Thecustomervalueandtherelationshipbetweenservicemarketing

Hotelservicemarketingbasedoncustomervaluefocusisoncustomersatisfaction,customersatisfactionisapsychologicalactivity,isthedemandofcustomerissatisfiedafterthepleasure.Customersatisfactionisdeterminedbythesizeofthecustomervalue,customervalueandfromthehotelloyaltyofstaff,staff'

sloyaltytothehoteldependsontheinternalservicesaresatisfied.Thus,intheprocessofhotelservicemarketing,customervalueistheconnectionmarketingservicemainbody,customersatisfactionandloyalty,thehoteltothelinkbetweenprofitanddevelopment.Customervaluecreationisforthehotelservicemarketinggainandthesourcesofcompetitiveadvantageandvaluefromthecustomer'

sperspective,thesystematicstudyofhotelservicemarketingstrategy,notonlycaneffectivelylinktheinterestsofthehotelservicesuppliersanddemanders,meetthedemandofpluralvalue,butalsohelptheOmni-directionalandmulti-levelminingcustomervalue,improvecustomerloyaltyofhotelproduct.Hotelservicemarketingimplementationisthekeytoaccuratelygraspthecustomerexpectations,includingexplicitexpectationsandimplicitexpectations,onthebasisoftheemphasisonserviceproductportfoliocanimprovecustomerperceivedvalue,customersatisfaction.Providehotelservicemarketingmainlythroughaddedvalueforcustomersatisfaction,thisisthehotelproductcoreinterests,productpricesarealmostthesametoattractcustomers,customerretention,theonlywaybeyondthecompetitors.

3Thetheoryframeworkofhotelservicemarketingbasedoncustomervalue

Thehotelservicemarketingstrategybasedoncustomervaluetheoryframeworkshouldincludethecontentofthehotelservicemarketing,functionandgoal.Shouldnotonlyincludethetraditional4Pmarketingelements,shouldincreasemarketingprocessaccordingtotheparticularityofserviceproductsandtangibledemonstration,etc.Amongthem,isthecoreofcustomervaluemarketingstrategyframework,peripheryisanelementofmarketingstrategy,andeachfunctionmoduleinmultilayermodeltoclearlydefinethehotelservicemarketingstrategyformulation,implementation,evaluationandfeedbackprocess.Ascanbeseenfromtheabove,thehotelservicemarketingbasedoncustomervalueincludessixaspects,duetotheparticularityofpayfortheserviceproduct;

thesesixaspectshavedifferencewiththetraditional4P.Thesixaspectsofmarketingstrategyformulationneedstorelatedtotheallocationofinvestment.Traditionalmarketinginvestmentconfigurationsoftenproceedfromenterprises,ignoringtheminingofcustomervalue,causedthemarketingresourcestowaste.Therefore,thehotelservicemarketinginvestmentconfigurationprocessshouldpayattentiontomaintainoldcustomeranddevelopnewcustomers,tomaximizecustomervalueasthegoal,atthesametime,musthavethecorrespondingmarketingimplementationfeedbackandevaluationmechanisms,soastoformacompleteservicemarketingsystem,toreallyimprovethecomprehensivecompetitivenessofthehotel.

4Hotelservicemarketingstrategybasedoncustomervalue

4.1Hotelserviceproductmarketingstrategy

Hotelproductsincludingtangibleproductsandintangibleproductoftwoparts,tangibleproductsincludingguestroom,dining,drinksandavarietyoffacilities,intangibleproductsmeansthehotelprovidesservicestocustomers.Thehotelservicemarketingcannotonlyimprovethequalityofitstangibleproducts,cancreatemorevalue.Hotelserviceproductmarketingbasedoncustomervalueincludesnotonlythehotelaccordingtothecustomer'

srequirements,allaspectsofproduct,reasonabledesignofcontentstoproductpositioning,marketsegmentationandprovidecustomersatisfactionproducts,morecontainhotelservicebrandshaping.Serviceproductsisanimportantpartofthehotelproduct,hoteltofullyoptimizethecontentoftheserviceproduct,improvetheservicestandard,allinaccordancewiththeservice,details,customization,timelychangedirection,wanttohavetheirownuniqueserviceproductsatthesametime,infullconsiderationundertheconditionofcustomerrequirementsandtheirownconditions,shapetheservicebrand,andletcustomersexperiencetheconceptofbrandvalueandpassby.

4.2Hotelservicesmarketingstrategy

Hotelpricestrategybasedoncustomervalueforthehoteltouseallkindsofmarketresearchmethodsandtheactualmarketingexperience,asfullyaspossibletocollectthecustomertothehotelproductvalueevaluation,soastoprovideobjectiveevidenceforthecustomercanaccepttheprice.Pricestrategyinclude:

discountandfreestrategy:

inthispricingstrategy,theenduranceofthehotel,wemustgivefullconsiderationtothecustomerandtheirsensitivitytotheprice,makecustomerfeelrealbenefitandalsobringlong-termbenefitstohotel'

spricestrategy.Nottobenefit,atthetimeofthepeakseasonpushupprices,oratadiscountpricediscountagainhurtthefeelingsofthecustomerfirst