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The basic concepts and elements of hotel planning

1. Basic concepts

"Planning is strategy and planning, to achieve certain goals. The procedures, systematically, comprehensively conceive and plan for a certain work or event in the future, formulate and choose a practical execution solution, plan countermeasures, and make a creation of the plan to modify and adjust the plan according to the goal requirements and environmental changes. Process. "② From this, it can be considered that the restaurant planning refers to the goal of the restaurant planner to achieve the goal of the hotel's organization. Through the investigation, analysis and demonstration of the restaurant market and the hotel environment, it creatively designed and planned the restaurant business plan, and planned the restaurant operation plan. Operating countermeasures, and then put into the process of planning to obtain the best economic and social benefits of hotels. In short, hotel business planning is a process of planning and conceived a plan to plan and conceive a restaurant organization or restaurant product.

2. Basic elements

The restaurant planning is generally composed of four basic elements including planner, planning goals, planning objects, and planning schemes. The planner is the main body of the hotel planning activities and the hotel planning system. It is the primary position in the restaurant planning several elements; the planning goal is the motivation and guide of the hotel planning. "What kind of planning effects are achieved" and other issues; the planned object can be a hotel organization, a department, or a product, one thing; the planning plan is a materialization of planning ideas, but due to the different perspective of planning activities, different perspectives of planning activities are different from the perspective of planning activities. The levels and standards of planning are different, and the planning schemes will have different styles. Anyway, planning is a complex system project, not a simple accumulation of several elements. Therefore, it is very important to organically coordinate and optimize the integration related elements in planning activities.

. The method and procedure of restaurant business planning

1, planned program

1) Turned out (the problem that is urgent to solve or realize) Essence

2) The plan is planned (the plan, time, and personnel division of labor involved in the planning work).

3) Investigation and analysis (collecting, organizing internal, external data, data, and market conditions for research and analysis).

4) Forms creative (ideas, methods, or solutions to solve problems).

5) Determine the target (the goals to be achieved or achieved after planning activities).

6) Establish the theme (the theme of planning activities).

7) Write the planning book (see 2).

8) Discuss perfecting (ask relevant personnel to express opinions, modify and improve the planning book).

9) Organize implementation (ensure the smooth progress of the planning activities and achieve the expected goals).

10) Summary and improvement (promoting growth and avoiding weaknesses, providing valuable experience for future planning activities).

2, the basic outline of the business planning book

The complete hotel business planning book should include the following main contents:

1) The theme of the business planning ;

2) The name or department of the planner;

3) The complete time of planning; the purpose and content summary of the planning of planning; r

5) The content and detailed instructions of the planning;

6) The schedule of planning activities;

7) The planning and planning (human, financial, material) ;

8) planning related information;

9) If there is a second and third solutions, write about it;
n10) Planning activities Implementation What you need to pay attention to.

. Business planning cases and reviews

1, new hotel opening plan

1)

2) Planner: Yang Jianying

3) Planning complete time: March 5, 1995

4) Planning purpose: Through planning to open industry to open industry The activities before and after are carriers, and the hotels are fully promoted to achieve a household name. Everyone knows it. It has attracted consumer attention extensively and laid a good foundation for the design effects of the guests, operating benefits and social benefits after the opening.

5) Planning content:

i. Determine the business scale and function of the hotel, highlighting people's special products:

a. Sino -Japanese joint venture hotel;

b. The city has exclusive sauna and bowling stadiums;

c. It has a unique real gun and real bullet shooting field in the province;
n n n n n n n n n n n n n n n R nD. Entering "Oriental" can provide food, stay, entertainment, Kang, and one -stop service;

e. nf. Located in the bustling area of ​​the city center, convenient transportation.

ii. Advertising:

a. Determine the image of the image advertising and positioning slogan: "Step into the East, life is glorious"; "Oriental Hotel, noble but not expensive".

b. Determine the auxiliary slogan: (this article is slightly).

c. Preparation and production of different forms of advertising materials that are suitable for different propaganda channels (specific requirements for this article).

D. During the month before and after the opening, the local influential advertising media do different forms of advertising:

a) exclusive on -demand TV series, plugged in broadcast, insertion Image advertisement and product advertisement;

b) The TV weeks of thousands of households published a series of publicity advertisements and hotels with a prize for the response to the hotel;

c) One before opening) Month, design and print advertising leaflets, volumes, and organize marketing departments, etc. to enterprises, agencies, and main streets are widely distributed and mailed;

D) The main streets hanging across street advertising banners;

e) use a unique way to publish a continuously publishing progressive correlation suspense advertisement (slightly content) on the local daily newspaper, and the announcement day of the opening ceremony; N
f) In order to radiate the influence to the surrounding areas, one week before opening, the situation of promoting hotels in the main streets of the two districts of Wuxian County (the production and content composition of the color car);

G) Manufacturing news hotspot (project characteristics, typical good people and good things in the preparation, the significance of social welfare activities, opening of business, etc.), actively provide news clues, and strive to do legal free advertising;

H) Make a small souvenir with a hotel logo, presented in marketing activities and operations.

iii. Using the government to attach importance to investment promotion and support joint venture projects, a grand and enthusiastic opening ceremony is held outside the hotel's gate; Please visit the hotel's operating facilities, taste banquet dishes, experience banquet services, and further strengthen the personnel of the attendees' personal feelings of hotel products to achieve the purpose of cultivating potential customers and obligations.

6) Activity time arrangement table

i. Advertising design time, half a year before opening to three months;
nii. See this article 5, 2.4);

iii. Preparation of the opening ceremony

a. In the first three months of opening, design the opening ceremony and the one -month business product and operation method;

b. One month before opening, design the ceremony ceremony and list, list the lists of various departments and purchase; R n
D. Three days before opening, the environment and greening layout began, and the lights were tied;

e. , Huge red cloth curtains and golden characters hanging outside the gate: "Step into the East, life is glorious -the opening ceremony of the China -Japan joint venture Jiaxing Oriental Hotel", the audio equipment installation and commissioning are in place, and large red carpets are laid on the ground;

b) At 9:00, the lobby has a participation in the register of the ceremony, preparing for signature books, pens, brushes, chest flowers, guest certificates, information bags, thanks to guests' souvenirs, etc.;

c) 9:20, inside, inside Various reporters in the outside world are in place, and the hotel office presented a press release to media reporters;

d) 9:30, the general manager's manager is waiting for the guests on both sides of the lobby door;

e) 9:50, attended the ceremony personnel (outside the store, the city leaders, the leaders of the industry bureau, the chairman of the deputy and deputy guests, and the front row of the guests);

f) 10:00, the host (the host (the host ( General Manager) The beginning of the opening ceremony, the main leaders and guests who announced the ceremony, announced the ceremony procedure, and played the national anthem;

g) 10:10, the chairman of the hotel's chairman (the office drafts the lecture two days in advance) ;

H) 10:15, the Vice Chairman of the Foreign Foreign Chairman spoke (the office was submitted two days in advance for the lecture);

i) 10:20, the industry authority of the industry; r;

j) 10:25, the city leader wishes (the office drafts the lectures two days in advance);

k) 10:30, please unveil the city leader for the store, play the song, and use the pigeons to help the pigeons. , Luming firecrackers;

L) 10:50, the ceremony ceremony is over, please visit the main business facilities of the hotel; ), The general manager presided over, the chairman of the chairman to the toast, the general manager announced the banquet, and the general manager led the department manager to thank the guests to each table;

n) Send guests at the lobby;

o) 13:30, the ceremony is over, the venue is cleaned, and the real start of business is welcome.

7) The budget and plan (mainly reflect the detailed budget and plan of the people, wealth, and things required for the entire opening ceremony), precautions, planning summary during the implementation of activities, etc., are limited to space, here is slightly.

2, the planning book that reverses the sluggish operation of the old restaurant

1) Planning theme: Listen to the Wenzhou model lecture, eat Wenzhou famous kitchen dishes, watch Wenzhou management hotel -take over the A Hotel A restaurant A Business Planning Book

2) Planning and Planning Date: Yang Jianying (August 1998)

3) Planning purpose and planning idea: A Hotel opened for nearly two years, business management Not good, the social reputation is not good, the doorke is a larvae. How can I have a bad reputation and a hotel in Menke Rowy? The power of restaurants and individuals alone cannot realize the vision of reversing the situation in the short term. Only by relying on the appealing government departments can we call enterprises and institutions at once with consumption potential and can become personnel of hotel customers to the hotel. But how to make government departments reasonably and legally play this function and advantage? According to the concept of large marketing, when corporate interests are unified with social interests, the political power of society will have a positive effect on enterprises. ③ In response to the extensive attention of the government and society or urgently, the problem is needed to solve the problem, helping planning or proposing methods to solve problems and providing solutions, this will inevitably attract the attention of the government. In the process of adopting the problem and implementation of the government, the enterprise will inevitably share the results.

During the current transformation of the planned economy to the market economy, enterprises in our city have merged and closed down. Laipan workers sit at the gate of the government and have occurred during the parade, disturbing the normal order of society and the normal government work. In addition, society, society There are some people who want to be a private owner, but do not know how to be. Wenzhou's market economy is particularly developed, and state -owned and private enterprises can develop simultaneously. Without laid -off workers, enterprises have difficulties and do not find may be looking for the market. Everyone can be a boss. Why is this? These experiences are worth learning from and learning, not to mention that the 15th National Congress of the Communist Party of China advocates the national model of Wenzhou. In view of the social resources I have worked in Wenzhou, I decided to implement the operating strategic ideas of the Wenzhou brand in the A Hotel. The plan is planned by the restaurant, led by the government, and the first or second handles of enterprises and institutions. Kitchen dishes, watch the Wenzhou Management Hotel "activity. Taking this as an opportunity, the restaurant conducts comprehensive training internally -improve service level and quality, local transformation -introducing Wenzhou catering methods; on the outside, to carry out comprehensive social public relations, reshape the image of the hotel, quickly condense popularity, reverse the poor operation of poor management situation.

4) Planning content

i. Wenzhou Model Lecture:

a. Teng Zhengshou, Wang Junyao, a private enterprise Bao Tian, ​​Director of the National Reform Commission, Professor of the School of Management of Zhejiang University, etc.;

b. ;

c. Participants: The actions of the two districts and two districts of Jiaxing City, Policy Research Office and relevant bureaus, commissions, and office, major and medium -sized enterprises, state -owned enterprises, private enterprises, journalism units, journalism units, and journalist units Wait;

d. Lecture location: A hotel;

e. Lecture time: October 8th to 9th, 1998, report to the hotel the afternoon the day before, stay in the hotel; r; r; r; r; r; r; r; r; n
f. Implementation of the lecturer: The Municipal Sports Reform Commission issued a formal invitation letter, and the general manager of the hotel was in contact with the implementation.

ii. Preparation and process service of the lecture:

a. Introduce Wenzhou chefs, compile Wenzhou recipes, purchase utensils, and implement supply;
nb. Adjustment The pattern of kitchen and restaurants and boxes increases the decoration and environmental layout of Wenzhou culture and style;

c. Introduce the health procedure of Wenzhou dining Wenzhou model, free gifts for free;

d. Introduction experts, carry out all -member training and operation competitions to improve service levels and quality;

e. Advertising, news reporting materials and image positioning for advertising, news reporting materials and image positioning (content and release time, method slightly);
nf. Hold a new , Symposium on old consumers and news media, consultation opinions, and publish information;

g. Implementing acting business activities during the lecture;

h. Establish a comprehensive quality management system;

i. Establish a marketing department, clarify work responsibilities and assessment systems, carry out market research, establish customer files, and provide tracking services;

j. During the lecture Inquiry opinion, timely feedback adjustment;

k. Adjust the operation time and method of rotating restaurants;

L. Adjust the types of room R nm. The rooms of the lectures are all provided for the opening of the night bed, and free flowers and fruits are provided.

iii. The work after lecture:

a. The marketing department visited the person who participated in the lecture regularly to actively provide them with demand design and services;

b . Rotating the restaurant to introduce the Guangdong "roast goose" products that Jiaxing has not yet;

c. According to the characteristics of the hotel, the hotel planning is planned into a conference restaurant with distinctive conference characteristics;

d. Based on the three -star hotel as the standard, all the members are launched, striving for star hotels, increasing the popularity and reputation of hotels, and attracting more solid foundations for the hotel to attract more customers.

5) Planning activity schedule, budget and plan, planning summary this article.

3, use resources, create hotspots, increase income planning book

1) Planning theme: Create the Pearl Hotel into a "business home, tourist shop" plan

2) Planning and planning date: Yang Jianying (October 2002)

3) Planning purpose: The hotel has achieved four -star listing, the opening rate of house opening, annual business income are also relatively stable , But can we further create a modern hotel that has a distinctive personality characteristics and can maximize the needs of the market and increase operating income steadily? Combined with the local market conditions, the use of modern large marketing theory to make hotels into "business home, tourist shops", which can fully improve the rate of opening rate and annual business income.

4) Planning content:

i. Market research and analysis (only the title is listed below, the specific content is limited to length)

a. Resources;

B. The geographical location and traffic conditions of the hotel location;

c. The source of the hotel location;

d. ;

e. Pearl Hotel in the past three years.

ii. Hotel market positioning: business home, tourist shop.

iii. Create the measures and steps of "business home, tourist shop"

a. Hotels ", and are widely planned according to the plan;

b. Create measures to create a" business home ":

a) Study the purpose and needs of hotel customers and staying in hotel business guests;

b) Establish business rooms and floors, smoke -free rooms and floors, and business negotiation rooms to provide business services that are compatible with business activities;

c) Broadband access to the room and meetings Room, bar, lobby bar, business center, convenient for guests to conduct business exchange at any time;

d) Select and train employees with higher comprehensive quality to enter the business floor service and provide corresponding remuneration benefits to inspire high quality Services;

e) Check in business rooms, providing some project discounts and free;

f) is a platform for local enterprises and frameworks to communicate and information exchanges. Products, the products and information of local companies are everywhere in the hotel, everywhere, and foreign business guests can get the required business information everywhere in the hotel. The specific information products are as follows (this article is slightly); r r

g) compile the "Business Service Survey Form", widely consult the opinions and needs of enterprises and guests, and summarize and improve the product and service work of "Business Home" in a timely manner.

c. Measures to create a "tourist shop" (omitted this article).

5) Implementation time: The first stage is two years.

6) Budget and plan: Including local reconstruction, facilities, equipment and supplies, manpower configuration, advertising and other cost lists, this article is slightly.

7) Planning Summary (slightly).

4. Planning case review

1) Case 1: The basic procedure of the opening ceremony ceremony, it is generally done, but how to make the opening ceremony activities as a marketing service and make the activities before and after the opening ceremony. Become a great opportunity to become a large marketing activity, so that the opening ceremony ceremony is not simply a sign of opening, and it is also a carrier of publicity and marketing. The planning of this case highlights two points: First, it is a slogan to bring auspicious and beautiful prospects to guests- "Step into the East, life is glorious." May I ask: who does not want to go to a place that can make themselves glorious throughout their lives to spend, enjoy enjoyment Woolen cloth? This slogan is not only concise and clear, but also spit on, but also gives the people who entered the East a spiritual pleasure and enjoyment, which makes the guests have affinity for the hotel, shorten the distance between the guests and the hotel, and it will also enhance the guest's right right. The loyalty of the hotel. The second is to make full use of the government's policies to attract investment promotion and actively encourage foreign investment. When we use joint venture projects, we can justify the local government's heads to participate in the opening ceremony, because this is not an ordinary corporate behavior, and the government's policy -oriented issues are involved. A certain political significance. Therefore, such an opening ceremony can generally invite local heads. Since the local leaders have participated, what other departments and companies are unwilling to participate in the opening ceremony? What's more, our marketing work has already been done. Now that the government leaders are here, the news media will naturally not be self -proclaimed, and help to do free publicity and reports.

So, such an opening ceremony, such planning, is actually not limited to the opening ceremony at the general level, but the specific operation of a great big marketing concept. Therefore, after the opening of the hotel, guests are natural. Later facts proved this. In the first year, the turnover jumped to the top local industry and was rated as a three -star hotel by the Provincial Tourism Administration.

2) Case 2: Old restaurants with bad camps are really difficult to reverse the Qiankun. However, using the concept of large marketing concepts to find a good theme of eye -catching and planning for thoroughly, it is still possible to make the old restaurant return to life. For example, case 2 is the use of the spirit of the 15th National Congress to learn from Wenzhou models to help solve some difficult social problems, and the planned planning. Through the "Listening to the Wenzhou Model Lecture, Eat Wenzhou Famous Kitchen dishes, and watching Wenzhou Management Hotel", it won the government's support and convened the intermediate power of potential consumption. The restaurant took this opportunity to carry out comprehensive training, adjust products and services, and used the lecture to show the new appearance of the old restaurant, winning the re -recognition and affirmation of consumers in one fell swoop, and laid the foundation for the old hotel to re -enter the new journey.

3) Case 3: How to tap existing resources, inject new vitality, create new selling points, and create new economic growth points in the restaurant with relatively stable operations. To be invincible, the topics must be considered and studied. This plan is a four -star hotel in China -Yongkang City. The specific market environment is located. The use of large marketing marketing theories, using hardware products all over the world, hardware businessmen gathered Yongkang, and national four -class Fangyan The resources of the Scenic Scenic Area are integrated and operated, and the hotel is made into a "business home, tourist shop" that is needed for the market and has distinctive characteristics. In the process of providing targeted services and products for enterprises, merchants, and scenic spots, the hotel also shared a wealth of customers and rapidly growing social and economic benefits.

. Conclusion

1. Systemic and scientific planning makes the business do not fight without preparation; and some targeted planning operations can achieve the effect that conventional operations cannot predict.

2, business depends on wisdom, successful planning. Planning is an indispensable ability and method for operating managers to successfully manage modern hotels.

3, several matters that must be paid attention to by planning:

1) Planning must conduct a comprehensive investigation of the internal and external market environment where the planned object is located.

2) The successful business planning must use the concept of modern large marketing marketing to make full use of and make full use of social resources to refine, process, and create the topic of social concerns.

3) No matter how good the plan is, it is difficult to implement the understanding and support of the superiors and the masses. Therefore, planning must be obtained and supported before the implementation, and during the implementation process, there should be a plan and step and organization.

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