hotel management

Chapter 6 Fundamentals of Hotel Management (1)
The hotel industry, which mainly provides services, has the general characteristics of ordinary organizations; at the same time, the hotel is a special enterprise that produces service products, so it has special characteristics that ordinary organizations do not have.Before learning the specific business management of the hotel, it is necessary to have an understanding of the basic theory of hotel management.The hotel management based on the general principles of management is formed from the business characteristics and management characteristics of the hotel itself.Only by clarifying the meaning, basic content and characteristics of hotel management and the management system of hotel management can we better perform management functions in specific business management, and use scientific management theories and methods to solve specific problems in practice.

The first (section) meaning and content of hotel management

[-]. The meaning of hotel management
As one of the micro-organizations of the market economy, the hotel industry must be managed in order to meet social needs, obtain economic benefits, and win survival and development.Hotel management is that hotel managers select the target market, determine the service content, business policy, and marketing strategy, and effectively plan, organize, command, control and coordinate the resources owned by the hotel to form an efficient service production system to achieve the goal of the hotel. The sum of a series of activities of business objectives.The meaning of the concept of hotel management is: (1) hotel companies face the market directly, and hotel management can make a difference only when they fully understand market demand; (2) hotels have certain resources, including labor, capital, energy, time, equipment, materials, etc., but these resources are limited; (3) To make the limited resources maximize effectiveness, effective planning, organization, command, control and coordination must be carried out; (4) The hotel must pass the above-mentioned series of interrelated , Continuous operation and management activities, in order to achieve the hotel's business objectives to obtain social and economic benefits.

Second, the content of hotel management
1. Marketing management
As a dynamic and open hotel enterprise organization, it has close ties with the outside world. Only in the market can hotel products realize their value, enterprises can obtain benefits, and the hotel's survival and development can be guaranteed.The purpose of hotel management is to meet the needs of the market, and the role of marketing is to communicate the supply and demand of the hotel and the market. Therefore, it can be considered that marketing management is the core content of hotel management.

The hotel marketing work is mainly displayed around the two themes of promoting product sales and establishing corporate image.The improvement of the public awareness of the hotel is to establish the corporate image, establish the reputation of the hotel, and create conditions for the sales of hotel products.Hotels usually achieve this purpose by carrying out public relations activities; promoting product sales is through customer source market demand and product analysis and research, and correct selection of hotel product pricing, packaging combinations, sales channels, and promotional methods. Product sales and product innovation are achieved. Promote and promote the improvement of hotel management and service levels.

2. Business management
The management of the hotel business department that directly serves customers and generates operating income is business management, such as the management of front hall, housing, catering, business, entertainment, shopping and other business departments.Business management is the daily management of hotel business activities. The purpose is to complete production tasks on time, on schedule, with guaranteed quality and quantity, increase operating income, and realize operating profits.The main contents of hotel business management are as follows.

(1) Service process management.It means that the hotel establishes quality standards for the service links (sections) of each service, and the work specifications and work procedures should be formulated for each service position, and be regulated in the form of absence, so that service behaviors have rules to follow, and inspections and evaluations are legal. according to.

(2) Materials management.Refers to the formulation of various raw material consumption quotas and reserve quotas, the preparation and implementation of raw material procurement, acceptance, storage, and distribution plans, and the implementation of (saving) materials and other management activities.

(3) Cost control.It refers to the management and control of the business department managers on the material costs and labor costs required to provide customer service.

(4) Quality management.Hotel management and service personnel directly participate in the production and sales of hotel products in the face of guests. Their personal quality and performance status are related to the quality of hotel products and the reputation of the hotel.The focus of quality management is to grasp the professional skills and service attitude of employees.

3. Service management
In the hotel industry with "service" as its main product, service quality is its lifeline.The quality of hotel service is mainly reflected in the quality level of facilities and equipment, the quality level of catering products, the quality level of labor services, the quality level of environmental atmosphere and the quality level of backstage support, etc.Service quality management should be based on the quality management system and carry out total quality management with the participation of all employees.Guided by scientific management, meeting the needs of guests as the standard, and aiming at obtaining the best economic and social benefits.

4. Human resource management
Human resources are the most important factor among various factors of production.The production and operation of hotels requires the use of many resources, most of which are passively used, while people actively participate and invest actively, and other resources can only play a role through the use of people.The level of human resource management not only affects its own utilization effect, but also affects the degree of utilization of other resources.

Human resource management includes employee recruitment, employment, management, examination and dismissal, personnel file management, welfare management, employee technical and business training and continuing education, creating a good working atmosphere, mobilizing employees' work enthusiasm, and developing employees' potential working capabilities, etc.

5. Financial Management
In the process of economic activities of the hotel, there is a cyclical process of funds from being occupied to being recovered in the form of currency.Financial management is to plan and control the production and operation activities of the hotel from the perspective of capital movement, and evaluate and analyze its rationality, so as to obtain greater economic benefits with as little capital as possible, and improve the management level of the hotel.Financial management includes the following areas.

(1) Fund management.Including fundraising management and investment management, it refers to raising funds from various channels and ways and making reasonable investments.

(2) Asset management.Hotel management requires the joint operation of various assets, such as current assets, fixed assets, intangible assets and other assets.

(3) Cost management.The important content of hotel financial management is cost management, and reducing cost is the fundamental way to increase profits.

(4) Management of operating income and profits and taxes.Operating income and profit are the basic indicators of the hotel's economic benefits, and paying taxes is the basic obligation of the hotel.Operating income and profit and tax management is to manage the realization and distribution of hotel income.

(5) Financial analysis.Evaluate the hotel's operating activities and financial results in the form of reports, and judge the hotel's operating results and financial status through the evaluation to provide a basis for operating management decisions.

6. Device management
The hotel is equipped with a large number of modern living facilities and equipment to provide comprehensive services. These equipment are the material basis of hotel management.The management level of hotel equipment is not only directly related to the service quality of the hotel, but also directly affects the economic benefits of the hotel.Asset management and maintenance of equipment are the main tasks of hotel equipment management.The asset management of equipment mainly includes the classification and numbering of equipment, registration and filing, and the implementation of dynamic management systems; the use and maintenance of equipment is through the formulation and implementation of relevant systems, strengthening employees' awareness of equipment management, training employees to use correctly and meticulously maintaining various Facilities and equipment to ensure the integrity of the equipment and prolong the service life, reduce operating costs and improve the economic benefits of the hotel.

7. Safety and health management
As a "home away from home" for guests, the hotel's safety and hygiene levels are very important.It seems that safety and sanitation work does not produce economic benefits, but the lack of safe and sanitation hotel products not only affects the pleasure and comfort of guests, but also has a very bad impact on the reputation of the hotel, and even brings irreparable damage. loss.Hotel safety and sanitation management mainly include the following contents.

(1) Security management.Refers to the management activities to prevent theft, vandalism, hooligans and troubles, protect the lives and property of guests, avoid loss of hotel property, and maintain the order of hotel operations.

(2) Fire management.Refers to fire prevention, fire alarm, and fire accident handling.The focus is on fire prevention.

(3) Labor protection.Refers to various technical measures and organizational measures taken to protect the safety and health of employees in the labor process.

(4) Food hygiene management.Refers to a series of management activities to ensure that the meals and drinks provided by the hotel meet the hygienic standards, guard against equipment pollution, and ensure the health of diners.

(5) Hygiene and epidemic prevention.In order to prevent the spread of diseases and provide guests with a comfortable living environment, the focus of sanitation and epidemic prevention work is to do a good job in the environmental sanitation of public areas where guests are active and the environmental sanitation of production and operation areas.

The second (section) characteristics of hotel management
Due to the particularity of the hotel industry, hotel management is very different from general business management. These differences are mainly manifested in the following four aspects.

1. Integrated system
The hotel is a consumption place with complete facilities and various functions, which can meet the various needs of all kinds of guests. The purpose is to make the guests have the comfortable feeling of "home away from home".The various service functions of the hotel operate independently and cooperate with each other to form the hotel's comprehensive service system. In order to make the hotel's service system operate normally and efficiently, a comprehensive and systematic management system that is compatible with it is required. This management system includes reasonable settings. It coordinates and integrates various elements of the hotel to ensure the realization of the hotel's overall goals.

2. Be fickle and seek innovation
The investment in hotel construction is large and the payback period is long. It is impossible to change and update the service functions of the hotel frequently. However, in the face of the ever-changing needs of guests, the hotel must be fickle and innovative.The so-called "change" and "new" are mainly aimed at the innovation and change of service content and service methods. The hotel should constantly research and develop new products according to the changes of guests' needs, so that the hotel services are constantly changing and always new.

3. People-oriented
The independence of hotel production, the synchronization of hotel product production and consumption, and the non-transferability of hotel products fully illustrate the importance of "people" in the hotel industry.On the one hand, if there are no guests to consume hotel products, profits cannot be realized; on the other hand, there will be no high-quality hotel products without high-quality service personnel. Even if guests come to consume temporarily, they will eventually be lost.For the hotel industry, people are the most important factor.Guests and hotel employees have their own thoughts, feelings and needs, which are constantly changing and influencing and governing their behavior.People-oriented is to seriously study the needs of guests and hotel practitioners, and strive for close cooperation between people and things to achieve harmony and coordination.

4. Production based on sales
As mentioned above, the demand for hotel services is not the basic needs of people, the main function of hotel products is not to meet people’s basic material needs, and hotel products do not have franchise rights, it is difficult to form a monopoly, people can randomly choose hotels for consumption , You can come or not, you may come to this house, or you may go to that house.Therefore, the hotel must adopt a business strategy based on sales and production. It should not only care about what products it can produce, but should actively discover what the market needs. The production plan should be determined according to market demand.At the same time, the hotel must also constantly improve the hotel organizational environment and corporate culture according to changes in external market demand, and make more effective and full use of various hotel resources to ensure a stable market share and achieve both economic and social benefits. good harvest.

The third (section) functions of hotel management
[-]. Planning functions

There are three types of hotel planning functions according to the scope and objects involved in their decision-making.

1. Strategic decisions
The hotel's decision-making on business objectives, hotel properties, and development direction, including hotel guidelines, policies, deployment, and layout, is called the hotel's strategic decision-making.The issues that these decisions address are big problems for hotels.Strategic decisions are related to the fate and future of the hotel, as well as the benefits of the hotel.Mainly include: how the hotel fits the market demand, the target market of the hotel, the specifications and standards, the style and characteristics of the hotel, whether to participate in the group or not, the content and method of hotel operation, the structure and source of talents, etc.In addition, there are issues involving the overall situation of the hotel.Mainly include: organizational system and organizational structure, some major personnel arrangements for investment and development, prices, publicity, public relations, etc.

2. Management decisions
Management decision-making refers to the activity process of determining the content, method or mode for various management projects in hotel management, and determining the results and purposes of management.It lies between strategic and tactical decisions.

Management decisions are made hierarchically.According to the division of hotel management levels, each level should not only make management decisions at this level, but also provide decision-making guidance for the next level.

3. Business decisions
Business decision-making refers to determining the content, form, type, specification, etc. of various business operations of the hotel.Business decision-making can be divided into two categories: one is the design of the content, procedures, forms, specifications, etc. One is the decision-making of various businesses in the process of specific business, the design of banquets and buffets, the reception form of important guests, the handling of emergencies, etc. Such decisions have already occurred because of the business, and the time allowed for decision-making Shorter, there is a shorter effective time after decision-making, so managers are required to have sensitive responses, decisive decisions, and skilled business skills.Such decisions are often intertwined with command functions.

[-]. Organizational functions

The contents of hotel organizational functions include: first, according to the hotel’s decision-making, establish a reasonable organizational structure of the hotel, and determine the division of various departments and levels; second, select and hire managers at all levels; third, determine managers and waiters Fourth, determine the responsibilities, rights, and interests of each department, and supervise them; fifth, clarify and coordinate the relationship between departments at all levels; sixth, combine various businesses and business activity groups to form system; seventh, equip, train, use, and motivate personnel in various positions, and establish a reasonable remuneration system; eighth, establish and improve the relevant rules and regulations of the hotel.

[-]. Command function

(End of this chapter)