Research Of The Strategy Of Customer Added Service

Services marketing idea in the hotel industry is the most important theoretical guidance for thought. In the face of the prosperity of the domestic tourism market and economy hotels in Changchun to expand the market circumstances, how to improve their own services so that customers are satisfied with, and let them have more customer groups, are currently a problem for the T Holiday hotel to be facing.In this passage, it told us from the basic theory to practical application, and analysis it step-by-step in accordance with the actual situation of the Holiday Hotel, to chose the customer added service strategy to further enhance hotel customer satisfaction and loyalty.We divided the whole passage into four chapters: Chapter 1 introduces the theoretical basis for marketing strategy of the customer added service - Services Marketing Theory. And this chapter is divided into four parts, part 1 introduces the service definition and characteristics of service marketing ,and it's concepts and characteristics. The change of the service now is marketing our study and life extremely, and people have been inseparable from life, so from the services and the characteristics of service marketing on what we now enjoy the moment of the service. Part 2 describes the service marketing mix elements 7Ps, any of the services sector have these 7 elements of the decision-making as a strategic variable. Part 3 of the introduction of added service, introduction of the characteristics of the added service, and the added service for the ultimate goal is to improve customer satisfaction and loyalty. And part 4 general contents of the above parts concludes that the added service must be based on Service Marketing Theory as the guide, as well as the use of Services Marketing Theory what is the significance.Chapter 2 described the hotels on the country's economic situation analysis and future development trends of prediction. First of all, we use the Michael Porter's five forces model on China's economy hotel development in the analysis of five factors, from the customer characteristics, customer education levels, and customers staying at hotels sources of information, the customer concerned about hardware hotel services, hotel services, customers concerned about the project to start affecting our economy hotel customer needs, part 2 analyses the whole conditions. And part 3 summarizes the hotels in China's economic development trend of the future, in which a conclusion is to focus on service differentiation, and further raised the need for value-added services to customers.Chapter 3 of the use of SWOT analysis looks at the T Holiday hotel in internal and external environment. Section 1 introduces the Holiday Hotel T the specific fundamentals. Section 2 elaborates on the T Holiday hotel to do the external environment facing the opportunities and threats analysis in two aspects. Section 3 of the Holiday Hotel within T of the environment to do the strengths and weaknesses of both analysis. Section 4 is at analyzing the external environment and internal environment on the basis of T a summary of Holiday Hotel, that specific SWOT analysis: T Holiday hotel hotel to take advantage of it's good prospects for development, implementation of value-added services, through value-added Service strategy to avoid companies in the domestic economy hotel chain to compete in a passive position to enable hotels to continue to stand in Changchun City, the front-end. At the same time, value-added services strategy, to make the hotel to have an excellent customer satisfaction and customer loyalty results.The fourth chapter puts forward customer added service based on the analysis of the economic environment for the development of hotels and holiday hotel T. Section 1 first set out the strategy of added service designed to guide the general idea: For creating value-added services to customers. And about the value-added services should be designed to comply with some of the principles. Section 2 describes the specific design of value-added services. First of all, value-added services to customers a breakdown of the segment, and then broken down according to customer groups, the results put forward a specific plan design. Section 3 discusses the added services will be separately addressed to the hotel and customers what the desired effect. Finally an analysis of added service, design strategies and direct price comparison, comes to the conclusion: more conduct to value-added services to enhance customer satisfaction and loyalty; avoided hotel into price competition.Finally at the conclusion of, and further defined the strategy of value-added services to customers T Holiday hotel plays active role in promoting, at the same time, once again stressed the importance of customer value-added services strategy to serve as a guide Marketing Theory.