酒店服务营销策略研究外文文献翻译

毕业设计附件

外文文献翻译：原文+译文

文献出处: Soliman M. The research of hotel service marketing strategy [J]. The Accounting Review, 2016, 2(3): 813-823.

原文

The research of hotel service marketing strategy

Soliman M

Abstract

The continuous development of the tourism industry, also contributed to the hospitality industry at the same time has more development opportunities facing greater competition. On the tangible product of traditional competition is embodied in the hotel, because the alternative of tangible products and replication, the form of competition is transferred to the service, therefore, has become the hotel marketing service marketing one of the most important aspects. And how to build the perfect hotel service marketing system, how to adopt targeted services marketing strategy can make the hotel get comparative advantage in the fierce competition, gain long-term profits has become a hot topic in the research.

Key words: Customer value; Service marketing; Strategy

1 Introduction

Along with market competition intensifying, the hotel industry will also be marketing focus shift from the traditional product marketing to service marketing. And service marketing to win the key lies in whether the hotel can meet the needs of customers, to create more customer value. So this article in the perspective of customer value, customer value is analyzed and the relationship between the service marketing, build the theoretical framework and contents of the hotel service marketing, puts forward the hotel service marketing strategy based on customer value. This can not only link the interests of the demand and supply side of the hotel, meet the demand of the value of multiple stakeholders, but also to the hotel and enhance customer value, finally win the competitive advantage and long-term profits. Service marketing research is the general enterprise, there is no specific focus on the hotel

industry, nor from the perspective of customer value, and focus on a handful of services marketing management measures, such as WoSiFu's (Worsfold, 1999) and lyn o (Alleyne, et al., 2006), to study the effect on the performance of the hotel service personnel management. The granite (Sigala, 2005) studied the customer relationship in service market. Through the analysis of the above can be found that the current lack of from the perspective of customer value, the study of hotel service marketing strategy. Because of the service marketing emphasizes the "human" factor, emphasize to create customer value, meet the needs of customers and maintain customer loyalty, and to increase market share and expand market share, so as to obtain and strengthen the enterprise the competitive advantage, therefore, from the perspective of customer value study of hotel service marketing strategy is very important and necessary.

2 Customer value and service marketing

2.1 The connotation of customer value

In marketing and consumer related literature, the customer value has two different connotations. A case, the customer value refers to the "customer value" of the enterprise, the customer to enterprise's significance and importance. Another kind of cases, the customer value refers to the value of the enterprise is passed to the customer. In this paper, the customer value after taking a definition, namely enterprise create and provide value for customers, customer value of beneficiaries and the owner is the customer. According to Mr. Rove of customer value hierarchy model, in the hotel service marketing in the customer's value also can be divided into three levels, from the bottom up, respectively for the service attribute value, service value and the service goal value results. Service properties level including the particular form of hotel service product, service, environment, quality of service, etc.; Results level is the effect of customers to enjoy the hotel services, including positive and negative two effect. Target level is the most top customer value, including the user's core values, purpose and goals, is the final result of customers to use and enjoy the service.

2.2 The connotation of service marketing

Refers to the service marketing focus on service is in the enterprise management

of the marketing function. Suffers from the co-existence of the product itself is service and practice, and no strict boundaries at first, with the improvement of consumption level, consumers are increasingly demanding on the added value of products, and is the concentrated reflection of value-added products technology content, service content, service quality high and low in a sense determines the size of the product added value. Therefore, the service marketing becomes one of the most important aspects of the modern market competition.

2.3 The customer value and the relationship between service marketing

Hotel service marketing based on customer value focus is on customer satisfaction, customer satisfaction is a psychological activity, is the demand of customer is satisfied after the pleasure. Customer satisfaction is determined by the size of the customer value, customer value and from the hotel loyalty of staff, staff's loyalty to the hotel depends on the internal services are satisfied. Thus, in the process of hotel service marketing, customer value is the connection marketing service main body, customer satisfaction and loyalty, the hotel to the link between profit and development. Customer value creation is for the hotel service marketing gain and the sources of competitive advantage and value from the customer's perspective, the systematic study of hotel service marketing strategy, not only can effectively link the interests of the hotel service suppliers and demanders, meet the demand of plural value, but also help the Omni-directional and multi-level mining customer value, improve customer loyalty of hotel product. Hotel service marketing implementation is the key to accurately grasp the customer expectations, including explicit expectations and implicit expectations, on the basis of the emphasis on service product portfolio can improve customer perceived value, customer satisfaction. Provide hotel service marketing mainly through added value for customer satisfaction, this is the hotel product core interests, product prices are almost the same to attract customers, customer retention, the only way beyond the competitors.

3 The theory framework of hotel service marketing based on customer value

The hotel service marketing strategy based on customer value theory framework should include the content of the hotel service marketing, function and goal. Should

not only include the traditional 4P marketing elements, should increase marketing process according to the particularity of service products and tangible demonstration, etc. Among them, is the core of customer value marketing strategy framework, periphery is an element of marketing strategy, and each function module in multilayer model to clearly define the hotel service marketing strategy formulation, implementation, evaluation and feedback process. As can be seen from the above, the hotel service marketing based on customer value includes six aspects, due to the particularity of pay for the service product; these six aspects have difference with the traditional 4P. The six aspects of marketing strategy formulation needs to related to the allocation of investment. Traditional marketing investment configurations often proceed from enterprises, ignoring the mining of customer value, caused the marketing resources to waste. Therefore, the hotel service marketing investment configuration process should pay attention to maintain old customer and develop new customers, to maximize customer value as the goal, at the same time, must have the corresponding marketing implementation feedback and evaluation mechanisms, so as to form a complete service marketing system, to really improve the comprehensive competitiveness of the hotel.

4 Hotel service marketing strategy based on customer value

4.1 Hotel service product marketing strategy

Hotel products including tangible products and intangible product of two parts, tangible products including guest room, dining, drinks and a variety of facilities, intangible products means the hotel provides services to customers. The hotel service marketing can not only improve the quality of its tangible products, can create more value. Hotel service product marketing based on customer value includes not only the hotel according to the customer's requirements, all aspects of product, reasonable design of contents to product positioning, market segmentation and provide customer satisfaction products, more contain hotel service brand shaping. Service products is an important part of the hotel product, hotel to fully optimize the content of the service product, improve the service standard, all in accordance with the service, details, customization, timely change direction, want to have their own unique service

products at the same time, in full consideration under the condition of customer requirements and their own conditions, shape the service brand, and let customers experience the concept of brand value and pass by.

4.2 Hotel services marketing strategy

Hotel price strategy based on customer value for the hotel to use all kinds of market research methods and the actual marketing experience, as fully as possible to collect the customer to the hotel product value evaluation, so as to provide objective evidence for the customer can accept the price. Price strategy include: discount and free strategy: in this pricing strategy, the endurance of the hotel, we must give full consideration to the customer and their sensitivity to the price, make customer feel real benefit and also bring long-term benefits to hotel's price strategy. Not to benefit, at the time of the peak season push up prices, or at a discount price discount again hurt the feelings of the customer first, damage the interests of the customer. Psychological pricing strategy: pricing is not only a hotel using a strategy to guide consumption, sometimes really is to take care of the customer's mood, give them comfort and feel lucky necessary measures.

4.3 The hotel service marketing strategy process

The inseparability of the service product shows that the service production process have also been customers as part of the "service products", and for most of the hotel services, its production process and consumption process at the same time, it also makes the service process is always in a state of interaction, including the interaction between the customer and hotel customer interactions with the hotel waiter and interact within the hotel staff. The interaction is between the hotel customers. Due to the interaction between the customer will affect the evaluation of customers for hotel, hotel will therefore lead to the positive interaction, avoid negative interactions. For example, the lobby is not smoking in public place, the hotel will be strict supervision, can't let smokers affect other non-smokers. Smoking at the same time in order to meet the customer's demand, can set up a special smoking area. For the special day, to give customers meet the needs of customers for the festival, the hotel can hold some activities, let customers to interact with each other to send lonely,

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