hotel management

Chapter 20 Recreation Center and Its Service Management (3)
When guests go swimming in the swimming pool, the service desk should be ready to meet and register the guests, issue locker keys, and then the service staff will lead the guests to the locker room to change clothes.To take good care of guests' clothes, valuables should be stored in the safe at the service desk, and bath towels should be delivered to guests.After changing, guests should shower in the showers before entering the pool.Swimming pool lifeguards are responsible for protecting the safety of guests while swimming.When the guests are out of the water, the waiter should deliver the bath towels in time; when the guests are resting on the deck chairs by the pool, the waiters will order drinks for the guests and quickly send the bill to the counter.After swimming, the guests enter the shower room to take a shower, and go to the service desk to check out after changing clothes.The billing is usually based on the number of people, and sometimes the time of a game is stipulated, and the fee is charged per person per game.

Seventh (Section) How to Properly Position Entertainment Services
Find one or several target markets (or sub-markets) that the company can occupy and generate sufficient profits in several market segments, and then make various business decisions for these target markets. This is the target market selection and market strategy. position.

[-]. Selection of target market
When choosing a target market among many market segments, the following principles should be mastered.

(1) Investigate the particularity of the needs of each market segment, and study whether these special needs can be met by providing special "products" or special methods.For needs that cannot be met at present, even if it is an untapped market with no competitive threat, it cannot be listed as a target market.

(2) Study the current competition status and specific market share status of all market segments, and predict the new competition that will appear in the near future.

(3) Assess the facility's operating characteristics, resources, and capabilities.If you plan to occupy a certain market share in a certain market segment, carefully study whether the existing resources are sufficient and whether the ability is sufficient to defeat competitors.

(4) Study whether the selected target market has sufficient profit potential to ensure sufficient economic benefits.

(5) The selection of the ideal target market should be determined based on a series of combined factors, rather than dividing independent independent sub-markets based on a single factor.For example, a hotel entertainment department chooses the group consumer group from outside the hotel, middle-aged, male-dominated, high-grade, and high-consumption as the target market, and selects the target market according to the combination of factors.

[-]. Market positioning

After selecting the most ideal target markets based on the above principles, how to enter these markets, how to provide items and services that are different from competitors, and leave a unique impression on consumers requires further analysis of market conditions to determine your own market position.

Market positioning means that entertainment facilities establish and develop differentiated competitive advantages based on the competition situation and demand characteristics of the target market, as well as their own resource conditions and characteristics, so that the items or services provided by the facility are superior to other products in the minds of consumers. The unique profile of the competitor.This positioning includes corporate positioning and product positioning, and its purpose is to design and provide a unique corporate image and product image that is different from competitors, regardless of whether this "uniqueness" is in substance or just in feeling.

In the highly competitive entertainment market, only by being different can you gain a certain market share.Every entertainment enterprise should try its best to provide the market with projects that others do not have in its operation, and for entertainment projects with many competitors, it should try to innovate and provide services that are obviously different from others, so that its own facilities and "products" have unique characteristics. Notable features.To do this, entertainment facilities need to conduct a lot of investigation and research and master certain principles when establishing their own characteristics.

1. The characteristics of the facilities should meet the needs

After the 20s, various types of entertainment and leisure venues appeared in major cities across the country, which greatly enriched the nightlife of urban residents. People can go to sing karaoke, dance disco, listen to songs, or hang out in various special bars. Drink for fun.However, among the many entertainment venues, there is a lack of places where people can think quietly and talk with each other.The environment of existing entertainment facilities is too noisy, and many entertainment consumers like to rest and chat with friends in a quiet and cultural environment.As a result, in recent years, a large number of tea rooms with tea tasting, reading and listening to classical music have appeared in various corners of the city, and they have become very popular.This is because the operator has carried out a relatively correct market positioning, which is based on the needs of consumers.

2. Product features should be clearly different from competitors

If a facility offers products that are indistinguishable from those of its competitors, it will not create the uniqueness that consumers will remember.Entertainment products are a complex of facilities and services, so it is necessary to create features that are clearly different from competitors in terms of facilities, equipment or services, and make these features just meet the needs of consumers in the target market, so that consumers can know, understand, And welcome this difference.To achieve this, we must focus on research and establish those features that can be called "the most" in the local entertainment market at that time and have obvious advanced features.Generally speaking, it can take the lead in the following aspects and establish characteristics.

(1) Expand the business area, increase the number of business items, and gain a leading position in the market share with the largest scale.Since entertainment needs are extra needs beyond people's basic living needs, they are often not fixed and not limited to a certain activity. Therefore, most entertainment consumers hope that entertainment facilities can give them as many choices as possible.This feature determines that large-scale comprehensive entertainment venues are easier to attract consumers than small-scale single entertainment facilities, thus occupying a larger share in the market and achieving better economies of scale.

(2) Take the lead in product quality with the best service and technology.For example, the company's entertainment products are distinguished from others by noble and elegant atmosphere and friendly and thoughtful service; leading in service mode by efficient and thoughtful service; leading in technical equipment by the most advanced facilities and equipment; by special technical skills , such as massage with outstanding curative effect, leading in service technology.

(3) Take the lead in the way of operation, such as launching business franchising, and establishing an advantage that is difficult to imitate.

(4) Take the lead in price, or attract guests with the lowest price; or although the price is not the lowest, the service provided makes guests feel the most worthwhile.

3. Product features are difficult to imitate
The characteristics established by entertainment facilities should be difficult for competitors to imitate in a short period of time, and the so-called characteristics that are easy to be imitated are not actually characteristics.

The Mirrage Hotel in Las Vegas, USA, spent huge sums of money to buy two rare treasures - all white tigers, and hired animal taming experts with high salaries. Beast taming performances are held on a daily basis, attracting a large number of guests.Although the ticket price is as high as more than 100 US dollars, the venue is full.Since the White Tiger show is difficult to be imitated by its competitors, it has established the hotel's undefeated position in the entertainment performance market.This practice is very common in the hotel industry in Las Vegas. Almost every hotel performance has unique features that are difficult for others to imitate.Therefore, as long as time permits, tourists to Lashi will appreciate each hotel one by one, and they all occupy a corresponding share in the market with their own characteristics.

4. The characteristics established should try to have direct economic value and create profits

Although some small changes in service procedures make guests feel more convenient, both the facilities themselves and consumers will think that this is a normal improvement of the work, and the cost should not increase because of this. Such improvements cannot become the characteristics of market positioning.And when the bowling alleys in the entire entertainment market still use manual scoring methods, a certain entertainment facility invests in transformation and pioneers computer scoring. Scoring arenas for more profit.

5. Positioning features should be credible
Some comprehensive entertainment facilities advertise that the entertainment services they provide can meet all entertainment needs, which seems untrue and makes people feel unreliable.

6. Establishing characteristics must be targeted

Facility features or product features should be able to consolidate the existing position of the facility in the market, or be able to attack the weaknesses of competitors, or be able to fill market vacancies.

Eighth (Section) How to Promote Entertainment Projects
Entertainment has the characteristics of instability and intangibility, which requires that entertainment facilities use various media to promote and promote with image demonstrations or descriptions, and persuade people to consume.

Like all product promotions, entertainment product promotions must be clear about the goals to be achieved, so that various flexible methods can be used to achieve the desired results.The basic goal of promotion is mainly to inform, persuade and remind consumers to increase their understanding of entertainment products.In addition, the entertainment department of each hotel should also have targeted promotional objectives.At the same time, in different stages of the product life cycle, there should be different promotion goals.

[-]. Promotion strategy
There are many strategies for promotion.Different promotional strategies should be used for different products, different market conditions, and different stages of the product life cycle.For entertainment facilities, there are several commonly used promotion strategies as follows.

1. Cone transmission strategy
This strategy is often adopted by comprehensive entertainment facilities, that is, to choose a more distinctive and advantageous fist product as the tip of the cone among the many entertainment items it provides, and enter the market first to form an offensive with penetrating power. This will introduce consumers, and then advance layer by layer, and drive other projects with the strong sales of key products.

2. Push strategy
Push strategy, personal selling is the focus of promotion.Through training and incentives, enterprises encourage sales personnel (including service personnel) to sell their products face-to-face to wholesalers, retailers and final consumers.Its standard model is: enterprise salesperson wholesaler retailer consumer.

3. Pull strategy
The pull strategy is the opposite of the push strategy. The focus of promotion is not on face-to-face personal sales, but on advertising. Enterprises use various advertising methods through various public media to attract consumers' attention to the enterprise and entertainment projects and stimulate consumers. demand, and then purchase consumption.Its standard model is: advertising→consumer→retailer→wholesaler→entertainment department.

4. Strategies for strafing
The so-called sweeping strategy means distributing the funds, manpower, and material resources of the promotion in a wider market, like machine gunning, focusing on the coverage of the promotion.This strategy is often used during the introduction period of an entertainment project into the market, in order to get as many people as possible as informed as possible to generate a sense of curiosity.

5. Point-and-shoot strategy
In the implementation process of promotional activities, another strategy opposite to the sweeping strategy is the bursting strategy, which is to use the promotional force intensively, just like shooting with a rifle, aiming at the main target market, breaking each one, focusing on the hit rate of the promotion.This is especially applicable to those entertainment projects with relatively narrow and clear target markets or mature entertainment products.

[-]. Promotion method
Like other industries, promotion methods in the entertainment industry include the following three categories.

1. Mass Promotion
Mass promotion is a method of sales promotion. It mainly advertises through sound, video, publications and other media to convey information to the public, so that the public can understand the product and increase the popularity of the company.

The intangible characteristics of entertainment products determine that their advertising activities should follow certain principles: convey information in clear words, provide tangible clues as much as possible, focus on describing the benefits that guests will get, pay attention to the potential targets of corporate employees, and encourage consumers Between oral communication, advertising should have continuity.

2. Personal Selling
This method of promotion is to talk face-to-face between the salesperson and the consumer, and through the salesperson to describe the situation, characteristics and benefits of the entertainment product in detail and answer the questions of the guests face to face, so that the guests will have a sense of interest and trust in the company and the product, thus promoting trade.Although this method requires a certain cost, it can generally obtain better promotional effects.

In entertainment facilities, promotion personnel not only refer to sales personnel who specialize in external promotion and promotion, but also include on-site sales personnel, such as service personnel at the general service desk and service personnel who directly contact guests during the service process and have the opportunity to guide guests to further consumption .

The decent behavior of the promoters of entertainment facilities will leave a good impression on consumers.Pay attention to developing a personal relationship with guests, and try to make the buying process as simple as possible.

3. Business promotion
The so-called business promotion refers to the use of various promotional measures and promotion methods to stimulate market demand, so that consumers will have a faster and stronger response, and accelerate consumers to make purchase decisions.These measures mainly include holding exhibitions, displaying product pictures, slideshows, videos, planning prize sales, and organizing various large-scale promotional activities.The main targets of promotional activities include consumers, intermediaries and sales personnel of the facility.The intangible characteristics of entertainment products determine that this promotion method can vividly explain the content of entertainment products and play an effective persuasive role, so it is especially suitable for entertainment facilities.

(End of this chapter)