酒店的市場(chǎng)銷售部改革：海大酒店案例（A）
摘 要在中國(guó)加入WTO以后，中國(guó)的市場(chǎng)化程度將會(huì)進(jìn)一步加深，中國(guó)企業(yè)將面臨更多的機(jī)會(huì)，同時(shí)也將面臨更大的挑戰(zhàn)，這種挑戰(zhàn)不僅來(lái)自于國(guó)內(nèi)原有的競(jìng)爭(zhēng)對(duì)手，還將來(lái)自于因開(kāi)放程度加深而帶來(lái)的新對(duì)手。酒店業(yè)也將在這種復(fù)雜的背景中謀求生存。無(wú)疑，為酒店業(yè)全面樹(shù)立市場(chǎng)化導(dǎo)向的經(jīng)營(yíng)思路，并確立合理的改革方案，將為酒店抓住新的發(fā)展機(jī)遇，在新一輪市場(chǎng)競(jìng)爭(zhēng)中獲得優(yōu)勢(shì)地位，具有重要的意義。
本文正是以此為主題，以海大酒店為案例，來(lái)論述酒店在市場(chǎng)銷售部門中所存在的問(wèn)題，分析這些問(wèn)題產(chǎn)生的原因，并試圖找到解決這些問(wèn)題的思路。
根據(jù)海大酒店的情況，其市場(chǎng)銷售部主要包括三大塊，一是銷售部，二是總臺(tái)，三是康樂(lè)部門。這三個(gè)部分在很大程度上是獨(dú)立的，然而，從對(duì)酒店?duì)I銷業(yè)績(jī)角度看，又是緊密聯(lián)系在一起的。文章將這三個(gè)部分獨(dú)立成章，分別進(jìn)行了分析和論述。
從銷售部來(lái)看，目前存在的問(wèn)題主要是：（1）雖然市場(chǎng)銷售部已經(jīng)實(shí)行改革，業(yè)績(jī)與工資掛鉤，但由于完成任務(wù)后，獎(jiǎng)金平分，這不能充分發(fā)揮他們的積極性，還使他們與客戶談判時(shí)，因不涉及到個(gè)人業(yè)績(jī)問(wèn)題，而使公司利益蒙受損失。（2）同事之間不存在競(jìng)爭(zhēng)，也不存在合作，缺少交流。（3）銷售人員經(jīng)過(guò)多年的拼搏，體力上﹑思想上，已不容易跟上現(xiàn)今社會(huì)的高速發(fā)展。（4）沒(méi)有對(duì)客源市場(chǎng)做出很好的市場(chǎng)定位，銷售人員缺乏培訓(xùn)。銷售人員之間由于缺少交流，缺乏培訓(xùn)，銷售技巧一成不變，在談判桌上不能很好地掌握客人的`心理和需要，因而力不從心，不容易戰(zhàn)勝客人，不能拿到較好的價(jià)格。（5）前臺(tái)接待與銷售部之間存在一些矛盾，尤其在節(jié)假日期間表現(xiàn)突出。因?yàn)榫频甑姆块g有限，銷售部為了完成任務(wù)，利用節(jié)假日期間多接團(tuán)隊(duì)和商務(wù)客人，只剩下小量的房留給散客，不能滿足散客的需求。由于團(tuán)隊(duì)和商務(wù)客人的價(jià)位較低，而散客的價(jià)位較高，這樣一來(lái)，使酒店的收入降低。解決這些問(wèn)題的方案是：（1）根據(jù)深圳灣大酒店現(xiàn)存的人員狀況和酒店制度，銷售部的銷售人員較適合用公平理論。具體辦法如下：原有的獎(jiǎng)勵(lì)制度基本不變，但額外增加一項(xiàng)，拿出總獎(jiǎng)金的5%，獎(jiǎng)勵(lì)做得最好成績(jī)的銷售人員。（2）在銷售部人力資源方?媯?匭朧實(shí)弊⑷胄孿恃?海?瞇碌奈?傻拇?蔥畔ⅲ??椿盍Γ?鎂傻奈?碌拇?淳?椋?嗷ビ跋歟?餐??�。�?）對(duì)于不同類型的客戶源，我們應(yīng)該采取不同的具體方法去爭(zhēng)取他們，使他們成為酒店的可靠利潤(rùn)來(lái)源。（4）對(duì)于銷售人員，要從思想上，技巧上，口才上，品質(zhì)上進(jìn)行規(guī)范的，系統(tǒng)的培訓(xùn)。
從總臺(tái)的情況看，存在的主要問(wèn)題是總臺(tái)的職能不明確，員工也缺乏相應(yīng)的培訓(xùn)，工作效率較低。因此，為使這一部門更有效率地工作，首先應(yīng)該明確總臺(tái)的具體職能和工作內(nèi)容。其次，要加大對(duì)總臺(tái)的培訓(xùn)工作力度，并建立相應(yīng)的獎(jiǎng)罰制度。另外，要建立一個(gè)溫馨、舒適的工作環(huán)境，讓員工有個(gè)家的感覺(jué)，并定期組織一些有益的活動(dòng)，增強(qiáng)員工的歸宿感和凝聚力。當(dāng)然，最重要的問(wèn)題是要真正以客人為中心，為顧客提供個(gè)性化服務(wù)，讓客人真正滿意。
從康樂(lè)部門來(lái)看，針對(duì)深圳海大酒店的具體情況，本文建議作出一些改進(jìn)，具體為：（1）順應(yīng)現(xiàn)代旅游消費(fèi)種類多樣化、消費(fèi)結(jié)構(gòu)多元化的特點(diǎn)，為客人建立個(gè)性化服務(wù)，滿足客人文化娛樂(lè)、康樂(lè)健身等不同需求。（2）團(tuán)結(jié)康樂(lè)部各部門，為客人提供完善的服務(wù)，樹(shù)立起酒店“熱情好客，耐心周到”的服務(wù)風(fēng)格。提高酒店的等級(jí)聲譽(yù)，以招來(lái)客人并在客人心中要樹(shù)立高質(zhì)量、高層次的服務(wù)形象。（3）積極與其他部門配合，完成酒店下達(dá)的營(yíng)業(yè)指標(biāo)，開(kāi)展各種綜合服務(wù)，引導(dǎo)客人消費(fèi)，增加酒店收入，為酒店多創(chuàng)利潤(rùn)。
關(guān)鍵詞：酒店管理，市場(chǎng)銷售，改革，業(yè)務(wù)流程，組織結(jié)構(gòu)
Abstract
After entering the WTO, China’s enterprises will face more opportunities and more challenges. These challenges will come from not only the native competitors, but the new ones from abroad. Hotels will also struggle to survive in such an environment. Therefore, it is of great importance for the hotels to lead a market-oriented operation to gain the competitive advantages in the new round of market competition.
The thesis is just on the subject. It focuses on the case of Haida Hotel, looking for the problems faced with by the Hotel in the Marketing Department, analyzing the reasons and trying to find the solutions to these problems.
In the Haida Hotel, the Marketing Department consists of three subdepartments, i.e., the marketing subdepartment, the receptionist subdepartment and the recreation department. The three subdepartments are independent of each other in some degree, but they are dependent closely in the angle of the performance of the marketing of the hotel. The thesis was divided into the three chapters according to the framework.
The problems encountered by the marketing subdepartment are: (1) Although the department conduct some reforms in the salary system, but not thoroughly enough to get the incentive of the employees to try their best. (2) The employees are not working as a team. They communicate too little, and there is no competition nor cooperation among them. (3)The marketing employees could hardly catch up with the latest development in our society. (4) The hotel is not marked to the costumers market and did not train their sales clerks. (5) There are some conflicts betwe
en the receptionists and the sales department, which is more obvious during the vacations. The solutions suggested in the thesis are: (1) The sales clerks should be paid fairly ; (2) Some new employees should be imported in the sales department according to the human resources plan;(3) We should classify the different customers and adopt different methods to attract them; (4) The sales clerks should be trained systematically in the minds, techniques, and so on.
The main problem in the receptionist department is that the functions of the department are not clear, which lead to the low efficiency in the department. So, we should clarify the exact functions and responsibilities of the department, train the receptionists, and establish the corresponding incentive system. Of course, it is of the first priority to center on the customers and satisfy them.
The paper also gives some suggestions to the recreation department. (1) To adapt the hotel to the diversification of the consumption, we should provide the personalized services. (2) The clerks of the department should combined together to provide the satisfying services for the customers. (3) The department should work with the employees of other departments, accomplish the task assigned by the hotel, and promote the revenues and profits of the hotel.
Key Words: Hotel Management; Marketing and Sales; Reform; Organizational Structure; Operating Process.
酒店的市場(chǎng)銷售部改革：海大酒店案例
目錄
摘 要2
Abstract5
第一章 引論8
1.1 研究動(dòng)機(jī)和目的8
1.2 研究背景8
1.3 研究范圍10
1.4 研究方法11
第二章 加入WTO：酒店業(yè)面臨新環(huán)境13
2.1 我國(guó)酒店業(yè)市場(chǎng)開(kāi)放的現(xiàn)狀及開(kāi)放的承諾13
2.2 “入世”對(duì)我國(guó)酒店業(yè)的影響15
2.3 “入世”后我國(guó)酒店業(yè)的應(yīng)對(duì)措施17
2.4 海大酒店：民族酒店業(yè)的縮影19
第三章 銷售部的改革方案21
3.1 銷售部現(xiàn)存的五大問(wèn)題21
3.2 五大問(wèn)題的解決方案24
3.3 培訓(xùn)銷售人員方案27
3.4 市場(chǎng)營(yíng)業(yè)部業(yè)務(wù)流程31
3.5 銷售部組織機(jī)構(gòu)流程32
第四章 總臺(tái)的改革方案33
4.1 明確總臺(tái)各部職能和工作內(nèi)容33
4.2 加大對(duì)總臺(tái)的培訓(xùn)力度和建立獎(jiǎng)罰制度35
4.3 增強(qiáng)員工的歸宿感和凝聚力。35
4.4 為顧客提供個(gè)性化服務(wù)，為客人做到三心兩意36
第五章 康樂(lè)部門的改革方案39
5.1 康樂(lè)部門的理解和改革方案39
5.2 康樂(lè)部門的組織機(jī)構(gòu)設(shè)計(jì)40
第六章 小結(jié)41
6.1 思路回顧41
6.2 主要結(jié)論42
參考文獻(xiàn)45
論文出處(作者):
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