饭店管理概述

Unit8

HotelManagement

饭店管理

Learningobjects:学习目标Studytheimportantroleofthehotelwhichprovidesservicesfortouristsinthedestinationaswellasinthetransitregionwithinthetourismsystem(Leiper’smodel)在旅游系统（Leiper’smodel）中的框架中，学习饭店在旅游目的地和中转地为游客提供各种服务所发挥的重要作用Understandthestarclassificationofahotelandtheservicefacilitiesitprovides了解饭店星级分类以及饭店提供的服务设施Describethefunctionsofthe“fronthouse”and“backhouse”ofahotel陈述饭店“前房”和“后房”的作用Learningobjects:学习目标Appreciatetheguestcycleanditsworkingproceduresofeachstageinthecycle理解什么是顾客活动周期以及顾客活动周期中每一阶段的工作程序Explainthereasonswhythefrontofficeiscalledthe“hub”,“thenervecentre”orthe“brain”ofthehotel解释为什么前厅被称为饭店的“中心”，“中枢神经”或“大脑”的原因Describethemeasuresthatcanbetakentosecurethepropertiesofahotelandpreventthefraud陈述饭店采取什么措施确保饭店的财产安全，防范欺诈Understandthewayswhichareusedtoexpandahotelchainandthebenefitsthatthefranchisingoffers了解扩大饭店连销经营的方法以及特许经营的益处Abilitygoals:能力目标Casestudy:案例分析：盖特威饭店的经营管理ReadingBox:阅读分析：HotelChains饭店连锁1.什么是住宿业？住宿业（lodgingindustry）通常被认为是旅游业的三大支柱之一。（旅行社、旅游交通、住宿业）。住宿业中的企业类型很多，住宿业所使用的称谓也不尽相同，例如宾馆、饭店、酒店、旅馆、旅社、招待所、度假村、度假营地等等。这些企业都是为不同类型的旅游者提供食宿接待服务而使自己得以生存和发展的。在这些众多的企业中，由于他们的设施条件和提供服务项目、范围和档次存在着巨大的区别，人们往往将他们划分为不同的类别。

不同形式的饭店conventionhotelairporthotelresorthotelapartmenthotelmotelcommercialhotelheritagehotelyouthhotelCategoriesofhotelsCampingGroundInsHotelChainsTimeShares饭店是接待业（Hospitality）的一个重要组成部分，是以大厦或其它建筑设施为凭借,为旅游者的旅行提供食住、行、购、娱或其它服务的企业。

2.什么是饭店？饭店构成条件由建筑物及装备完好的设施组成的接待场所

它必须提供住宿、餐饮及其他服务是商业性的服务企业以营利为目的，所以其使用者一定要支付一定的费用服务的对象是公众3.饭店构成的条件4.饭店的地位和作用旅游业的重要支柱创造旅游收入的重要部门为社会创造直接和间接就业机会对外交往，社会交际活动中心带动其他行业的发展，为所在地区带来巨大的经济效益AdministrationFrontofficeHousekeepingFood&BeverageSecurityEngineering

5.饭店的组成部分保安部行政部门前厅（中心）工程部餐饮部客房部酒店组织的构成6.饭店发展趋势6.1Multifunctionofservice服务功能的多样化旅游饭店基本功能食宿增加功能购物通讯娱乐会议6.2Modernizationoffacilitiesandcateringforpopulace设备的现代化与大众化并存旅游饭店高星级饭店往往最先使用一些最先进的技术设备现代化十分重视将实用性与享受性结合，满足大众的需要大众化6.3Globalizationoflodgingindustry饭店业的集团化经营下表所示的调查结果中，我们可以看到饭店业集中化在中心国家中普遍存在。欧美部分国家饭店业集中化状况表国别被调查的饭店公司数平均拥有客房数饭店客房集中率％美国194419830.0英国59499523.5荷兰1473120.4法国14668818.1比利时1460314.1葡萄牙756613.0爱尔兰550512.2卢森堡428911.6德国11304310.0西班牙148323.2丹麦24162.3意大利1114591.7希腊53821.0资料来源：KleinwortBenson(1991)7.顾客活动周期Guestcycle顾客尚未到来阶段Pre-arrivalstage顾客抵店阶段Check-instage住宿阶段Occupationstage顾客离店阶段Check-outstage7.1Contactorpre-arrivalstageThefirstisthecontactorpre-arrivalstageduringwhichtheguestswillmakeachoiceamongmanyhotels.Whichhoteltheychoosetostayisdependentonavarietyoffactorsincludingpreviousexperienceswiththehotel,advertisements,recommendation,etc.Iftheguestscalltoinquiremoreinformationaboutthehotel,theattitude,efficiencyandknowledgeofthefrontofficestaffmayalsohaveastronginfluenceontheirdecision.

7.2Check-inorarrivalstageThesecondstageiscalledcheckinorarrivalstagewhichinvolvessuchstepsasarrivingatthehotel,fillinginregistrationinformationandhavingtheirroomsassigned.Itisthefrontofficestaffwhoreceivestheguestswhentheyarriveatthehotel.So,theyarealsoresponsibleformakinganexplanationoftheguest-hotelrelationshipandtheexpectationfromtheguest.

7.3OccupancystageThethirdstageistheoccupancystageatwhichthefrontofficewill,onbehalfofthehotel,keepincontactwiththeguestsandhelpthemhandleanyproblemtheymaymeetduringtheirstay.Thefrontofficehastheobligationtoprovidesatisfactoryservicefortheguestssothattheywillchoosetostayatthehotelagainandagain.7.4Check-outstageThelaststageoftheguestcycleisdepartureorcheckoutstage.Atthisstage,thehotelwillsettletheaccountswiththeguestsandstopprovidingservices.Atthesametime,theroomwillbecleanedoutandputinorderforserviceagainandthehousekeepingdepartmentwillreceivesomeadvicetoenhancethequalityoftheirservicefurther.讨论：

Whyisthefrontofficeisoneofthemostimportantdepartmentsinthehotel?为什么说前厅是饭店最重要的部门之一？前厅是饭店的窗口集中体现了饭店的整体形象和服务水平前厅直接影响客人的心理活动和客人对饭店的满意程度前厅的销售业绩直接影响饭店的收入和效益前厅是信息传递的枢纽和业务协调中心Itisthemostvisibleareaanditisinthisdepartmentthatthepublicmakestheirfirstcontactwiththehotelandgetsthefirstimpressionofit.Whethertheimpressionisfavorableornotdependsontheattitudeandefficiencyofthefrontofficestaff.Therefore,theworkofthedepartmentplaysavitalroleinthedevelopmentofthehotel.8.Worksinthefrontoffice8.1WelcomingarrivingguestsWhentheguestsarriveatthehotel,thereceptionistshouldgivethemawarmwelcomeandmakethemfeelathome.Otherwise,theywouldthinkthattheywereneglectedandwouldcausemanyproblemsonpurposeduringtheirstay.8.2CompletingthehotelregisterThereceptionistmustmakesurethatallguestsgothroughthelegalformalityofregistration.Theinformationfilledinwillbeinspectedbythepoliceattimes.Meanwhile,thehotelcanalsocollectsomeusefulmarketinginformationinthisway.8.3RecordingreservationsThesellingofroomstendstomakethehighestprofitwithinthehotel,andtherefore,iscrucialtohotelprofitabilityandeffectivedevelopment.8.4Compilingguest’sbillsDuringtheirstay,theguestsmaymakevariousexpensesatdifferentdepartmentsofthehotel.Alloftheseexpendituresshouldberecordedandaddedontoonebillaccuratelylesttheguestsbeoverchargedorundercharged.Whentheguestscheckout,thebillshouldbepreparedandpresentedtothematonce.8.5ProvidinginformationThereceptiondeskprovidesservicedirectlyfortheguests.Itistheplacethattheguestsmaysolvetheirproblemsandgetinformationaboutthehotel,thesurroundingareasandactivities.8.6DealingwithcomplaintsAnothertaskofthereceptiondeskistodealwiththecomplaintsfromtheguests.Ifanyguesthasacomplainttomake,hewillgoandaskforasolutionfromit.Inalargehotel,thereceptiondeskundertakesjustasmallportionoftheworkofafrontofficewhileinasmallhotelitshouldersallthedutiesofit.饭店如何制定市场营销策略——以盖特威饭店为例案例研究主要内容定义解析案例分析对比分析主要内容定义解析案例分析对比分析1.相关定义

1.1饭店

以大厦或其它建筑设施为凭借,为旅游者的旅行提供食住、行、购、娱或其它服务的企业。

1.2饭店管理

饭店管理是指饭店管理者在了解市场的前提下，通过执行计划、组织、指挥、控制、协调等职能，使饭店形成最大接待能力，保证实现经济效益和社会效益的过程。

1.3市场营销

市场营销（Marketing），是指个人或集体通过交易其创造的产品或价值，以获得所需之物，实现双赢或多赢的过程。它包含两种含义，一种是动词理解，指企业的具体活动或行为，这时称之为市场营销或市场经营；另一种是名词理解，指研究企业的市场营销活动或行为的学科，称之为市场营销学、营销学或市场学等。2.案例分析

——机场饭店盖特威

盖特威饭店市场环境饭店简介客源市场经营状况预算分析营销计划2.1饭店简介

盖特威饭店是位于英国盖特威飞机场以南4公里处的一家三星级饭店。饭店每半小时就有班车往来于机场，饭店有226间客房，包括10个商务间，五个女子房间，44个无烟客房，1个带温泉的客房。2.2市场环境盖特威饭店的四个主要竞争对手盖特威饭店TheCopThornePentaPostHouseHilton2.3客源市场1989年盖特威饭店的各类客源住房情况主要囊括了以下客源

临时流动性客人、商务客人、会议客人、旅游团队、有较多折扣的客人等……10%6%4%2%45%13%80%表11989年盖特威饭店各类客源住房情况2.4经营状况

表2盖特威饭店1989年营业收入构成表

单位百万英镑项目营业收入营业收入比率客房

2.460食品0.820饮料0.512电话、传真0.13娱乐0.041其他0．1642.5预算分析项目1989年实际1990年预算说明全年客房出租间数66,034662411989年客房出租率为80%，由于将改变客房构成，预计1990年客房出租率将小幅增长。平均房价

￡41.04￡51.12由于新增设施，希望吸引更多的商务和会议客人，从而平均房价提高。全年营业收入（万英镑）400569增加近170万英镑工资（万英镑）128.94150.08反映出每年提高的工资和工资水平。另有一些相关的员工费用，如员工住房。营业费用（万英镑）100.57126.94由于棉制品和水电费用的上涨，营业费用增加。利润（万英镑）118.96222.812.6面对竞争如此激烈的市场环境

盖特威的应对办法2.6.1部门工作计划前厅部：显著增加商务、会议客人和流动性人口用房；增加周末的商务客房的销售；开发婚庆市场。餐厅部：充分利用装修的设施，增加人均消费特别是非住店客人的消费。会议部：有效地销售客房和会议设施；把新设施销售给会议代理人和本地商务客人。2.6.2营销措施在营业旺季尽可能为会议、商务客人多留客房，特别是临时住店客人。会议客人由集团公司来整体促销，制作特殊的会议宣传册，同时邀请本地会议市场上的有关公司以提高回头客生意商务市场可以通过品牌形象和便捷的预定来吸引客人，但临时流动性住客市场很难施加影响，应预测一些重要的外部影响因素（如：地区性会议、国际会议等）

3.案例比较

以成都家园国际酒店为例3.1酒店简介

成都家园国际酒店是一家集商务休闲于一体的五星级花园式酒店，也是中国最大的拥有别墅群的酒店之一，地处航空港开发区及高新开发区，距机场6公里。酒店占地400余亩，大面积的绿化使您身在都市却能领略大自然的生态美,酒店主楼拥有品位高雅的客房与套间，以及由中外名师精心设计的风格迥异的37栋别墅。酒店主楼设有行政楼层、不吸烟楼层和残疾人房，客房包括高级间、豪华间、豪华套房等。3.2家园国际的市场营销

家园国际酒店的市场营销七大黄金规则

第一：战略规则营销是一个战略经营概念第二：社区规则营销是每一个员工的事业第三：竞争规则营销战争是一场价值战争第四：留住顾客规则关注顾客的忠诚，而不仅仅是关注顾客的满意

第五：品牌规则避免陷入无差别的陷阱第六：市场细分规则创造性地发现市场机第七：新媒体规则个人化及与顾客同在51了解客户需求和欲望售前准备建立和谐营销活动的必要条件激发兴趣营销活动成功的一半解答疑问促进营销活动催化剂引发购买欲实现营销目标的关键完成交易趁热打铁,付诸行动3.3饭店营销过程与营销技巧纯白圣洁的四季厅宫廷婚礼title枫丹白露宫的水晶婚礼title白金汉宫皇家婚礼title高尔夫果林的草地婚礼title露天泳池畔水上婚礼title家园酒店五大主题婚礼启示准确分析市场，找准市场定位，确定主题。注重市场营销，对不同的市场主体实行不同的营销策略。HotelChains阅读与分析即学即用：可引用一案例进行分析连锁酒店是指品牌酒店发展到一定的规模后，在全国各大城市所开的分店。有一整套完善的预定系统和一定的酒店订阅源，卫生服务指标合格，比星级宾馆有一定的价格优势。

HotelChainsisabrandhotelwhichsetsit’sbranchofficeinmajorcitiesafterdevelopingtoacertainscale.Ithasasetofperfectreservationsystem,hotelsubscriptionsource,healthserviceindexes.Ithascertainpriceadvantageoverthestar-ratedhotels.1.DefinitionCharacteristics:PerfectreservationsystemHotelsubscriptionsourceHealthservicesindexqualifiedPriceadvantageenablethechaintowininthecompetition.theobservanceofthestandardssetbytheheadofficetoequipandoperatethehotel.AdvantagesofthehotelchainsHotelchainscanprovidemoreconvenienceforcustomerstomakereservationsquicklywhileitiseasierforthemtocontrolbookings.Theestablishmentofthehotelchainincreasesthesalesintheconferencemarket.饭店连锁方式directinvestment

直接投资contractmanagement

合同管理jointventure(联合经营)

franchising（特许经营）2.Fourmethodsofhotelchains

twoapproaches：Oneistobuildandrunanewhotel.

Theotheristobuyanoldoneandbringitsfacilitiesandmanagementup-to-date.2.1directinvestmentInthisway,managementcontractswillbesignedbetweentheheadofficeandtheactualownerofthehotelsothatthechainwillhavetherighttorunthehotelaccordingtoitsownparticularways.2.2contractmanagement

Thechainwillpaypartofthecapitalnecessaryforthebuildingofanewhotelorthepurchaseofanoldone.Theotherpartofthecapitalwillbesuppliedbylocalinvestors.2.3jointventure

2.4Franchise

Franchiseisaleasingarrangementmadebyacompanywhichgivesorsellsaspecialrighttoapersonorabusinesswhocanthensellitsservicesorgoods.

特许经营权是一种租赁关系，它是指某公司授予个人或公司某种权利，使其有权出售其产品或服务。aleasingarrangement（租赁安排）

Hoteloperator（饭店经营者）parentcorporation(母公司)PaythefeesOffertherightplans,manualsofprocedures,advertisingmaterials,nameofthehotel计划、操作手册、广告材料，店招等Ofthefourwaysmentionedabove,franchisingisthemostpopularonetosetuphotelchainsatpresent.Thefranchiseoperatorinvestsinaproductwhichfitsacertainstandardandwhichispossibletobringabigprofit.Thenifhehasanydifficultyormeetanyproblemintheprocessofoperation,hemayaskforhelpfromthecorporationthatgrantstherighttohimtooperatethebusiness.servicesmethodstechnicalassistancemarketing特许经营提供的服务

Intermsof

methods,operatingmanualswithdetailedinformationabouteachstepoftheoperationshouldbeprovidedsothatthenewfranchiseemayhaveanideaofhowtomanagethebusiness.Moreover,trainingcoursesforthestaffbeforeopeningshouldnotbeignored.

Technicalassistanceisoftenofferedtohelpthenewfranchiseetobuildanewhotelortobuyanoldone.

Marketing

isthemostimportantandindispensableterminanyfranchiseagreement.Thefranchiseemusttakeadvantageofthesuccessfulmarketingtechniquesofthefranchisor,whichhavebeenprovedandtestedbythemarket,torunhishotel.123Casestudy

7DaysInnIntroductionStrategyChallengesForward

1.IntroductionThelargestownerofmembershipinChina’shotelindustryPioneeroftechnologyinnovationmodeinChina’shotelindustryMoreeconomicalandhigherqualityThefirstChinesehotelchainsintheNYSE（NewYorkStockExchange）

Morethan16millionmembers/blog/static/167008235201068105414843//IndustryReport/2009-6-15/0961566410.shtmlMarketShareDistributionofBudgetHotelBrandsin2007MarketShareDistributionofBudgetHotelBrandsin2009MarketShareDistributionofBudgetHotelBrandsin

2010Systemintegrity体系完整Conceptinnovation理念创新

2.StrategyLeadingtechnology技术领先ConceptinnovationConceptinnovationLeadingtechnology

centralreservationsystem(CRS）

Networkreal-timebooking/confirm/paymentsystemSMS(shortmessageservice)real-timebookingWAPinstantreservation/confirmsystemSystemintegrity

ShopqualitycontrolsystemExploitationassessmentpropulsionsystem

FinancialflowmanagementsystemHumanresourcemanagementsystemEngineeringandprocurementsystem3.ChallengesForward3.1Thetendencyofbranding3.2Strengthenchainoperation3.3Improvestandardizationrequirements

4.DevelopmentofhotelchainsinChina

Thefiercecompetitionexistsbetweentheforeignbrandsandthenationalbrands.Economicalhotelsattractaninfluxofcapitals,andmostofthehotelschainsarelowstar-ratedchains.Hotelchainshaveagreatdemandofmarket,but

mostofthemclusterinthebigcities.Hotelindustrygrowsrapidly,andalotofhotelschainshavebeenestablished.5.FutureanddevelopmentroadBrandconstructionisundertheway.Chainoperationwillbethemajorform.

Thethemeofbrandingwillbedifferentiated.Managementtechnologyisinprogress.Thischapterhasdescribedthestarclassificationofahotelandtheservicefacilitiesitprovides.Itdescribesthefunctionsofthe“fronthouse”and“backhouse”ofahotel,theguestcycleanditsworkingproceduresofeachstageinthecycle.Thefrontofficeisthe“hub”,“thenervecentre”orthe“brain”ofthehotel.Forthesafetyofahotel,measurescanbetakentosecurethepropertiesofahotelandpreventthefraud.Comparedwiththosehotelsoperatedbyindividualowners,hotelchainshavemanyadvantages.Franchisingisthemostpopularonetosetuphotelchains,andhasbeenwidelyusedtoexpanditsbusinessinthehospitalityindustry.Therearethreekindsofservicesafranchisorprovides:methods,technicalassistance,andmarketing.ChapterReviewPartIText第一部分课文HotelManagementExercise1.Fillintheblankswithproperwordstocompletethefollowingstatements.differentiate;techniques;checkin;previous;thefrontoffice;onbehalfof;deposit;obligation;registration;complaints(1)Nowadays,themodernsocietyischaracterizedbyrapidchanges,andsoarehotels.Weshould,therefore,changeorupgradethe_________ofmanagementofmodernhotelssoastoadapttothechangingsociety.(2)Accordingtothestarclassification,hotelscanbeclassifiedintofivecategoriesandstarsareusedasasignto____________them.(3)Whichhoteltheychoosetostayisdependentonavarietyoffactorsincluding_______experienceswiththehotel,advertisements,recommendation,etc.(4)Thesecondstageiscalled_______orarrivalstagewhichinvolvessuchstepsasarrivingatthehotel,fillinginregistrationinformationandhavingtheirroomsassigned.

techniques

differentiate

previouscheckin

(5)Thethirdstageistheoccupancystageatwhichthefrontofficewill,__________thehotel,keepincontactwiththeguestsandhelpthemhandleanyproblemtheymaymeetduringtheirstay.(6)Calledthe“hub”,“thenervecentre”orthe“brain”,_____________andreceptiondepartmentsareobviouslyoneofthemostimportantsectionsofthemodernhotelindustry.(7)Thereceptionistmustmakesurethatallguestsgothroughthelegalformalityof__________.(8)Anothertaskofthereceptiondeskistodealwiththe___________fromtheguests.(9)Incasesomeguests,particularlythechanceguest,shouldleavethehotelwithoutpaying,the_______canpartlycovertheloss.(10)Thefrontofficehasthe__________toprovidesatisfactoryservicefortheguestssothattheywillchoosetostayatthehotelagainandagain.onbehalfof

thefrontoffice

registration

complaints

deposit

obligation2.Questionsfordiscussion

(参见国家双语示范课程《旅游学概论》网站：“网络课堂)

Howcanaguestdeterminethequalityandserviceahoteloffers?

Hotelscanbeclassifiedintodifferentcategoriesandstarsareusedasasigntodifferentiatethem.Thenumberofstarsindicatesthequalityoftheaccommodationandservicethehotelcanprovideandthosewithfivestarsareinthehighestgrade.(2)Whatarethemajordepartmentsinmosthotels?Andwhichpartbelongstothe‘backofthehouse’?Thereareusuallysixmajordepartmentsconstitutingtheorganizationalstructuresofmosthotels,suchasadministration,frontoffice,housekeeping,foodandbeverage,engineeringandsecurity.The“backofthehouse”whichincludesthekitchen,storageareas,administration,engineering,andsecurityisoftenignoredbytheguest.(3)Whatarethefacilitiesthatahotelusuallyprovides?Differenthotelsprovidedifferentpackageoffacilities.Apartfromthebasiconesasaccommodation,foodanddrink,ahotelshouldalsooffermanyotherauxiliaryfacilities,whichmainlyincludeatelephone,aradioandTVintheroom,aplacewhereaguestcantelexorfaxurgentmessages,laundryservice,aplaceinwhichnewspapersandmagazinescanbebought.Besides,manyhotelsalsoprovidehairdressingservice,agiftshopwheretheguestcanbuypresentsandsouvenirs.Theywillalsohelpguestsreserveticketsforthetheatreormaketravelarrangements.Suchsportsfacilitiesastenniscourtorswimmingpoolcanalsobefoundinmanyhotels.Andconferencefacilitiesareavailabletoointhehotels.Asidefromtheguests,non-residentscanmakeuseofallorsomeoftheseauxiliaryfacilitiesandenjoythemselvesintherestaurantsandbars.(4)Howmanystagesarethereinaguestcycle?Andwhatarethey?Therearefourstagesinaguestcycle.1)Thefirstisthecontactorpre-arrivalstageduringwhichtheguestswillmakeachoiceamongmanyhotels;2)Thesecondstageiscalledcheckinorarrivalstagewhichinvolvessuchstepsasarrivingatthehotel,fillinginregistrationinformationandhavingtheirroomsassigned;3)Thethirdstageistheoccupancystageatwhichthefrontofficewill,onbehalfofthehotel,keepincontactwiththeguestsandhelpthemhandleanyproblemtheymaymeetduringtheirstay;4)Thelaststageoftheguestcycleisdepartureorcheckoutstage.Atthisstage,thehotelwillsettletheaccountswiththeguestsandstopprovidingservices.Atthesametime,theroomwillbecleanedoutandputinorderforserviceagainandthehousekeepingdepartmentwillreceivesomeadvicetoenhancethequalityoftheirservicefurther.(5)Whatfactorswouldpossiblydeterminethechoiceoftheguests?Whichhoteltheychoosetostayisdependentonavarietyoffactorsincludingpreviousexperienceswiththehotel,advertisements,recommendation,etc.Theattitude,efficiencyandknowledgeofthefrontofficestaffmayalsohaveastronginfluenceontheirdecision.旅游知识测试正误判断：请在正确的选题上划√，错误的选题上划×。1.饭店集团是指以经营饭店为主的联合经营的经济实体，在本国或世界各地以直接或间接形式控制多个饭店，是以相同的店名和店标、统一的经营程序、同样的服务标准、管理风格和水准进行联合经营的企业集团。饭店企业的集中化程度越高，则意味着竞争者数目越大。2.饭店业务始终是以为宾客服务为中心，是随着宾客在饭店的活动而进行的，客人在饭店住宿期间进行的交易活动是饭店业务流程的决定性因素，这一流程一般由四个阶段构成，称之为“顾客活动周期”。3.饭店设施设备质量的好坏在很大程度上影响到旅游服务产品的质量，但这并不是说提供服务所凭借的设施设备等物质条件需要如何高级豪华，而主要是说提供服务所凭借的设施设备等物质条件必须保持良好的使用状态。4.连锁饭店集团成员主要有从房地产开发商或者从其他饭店业主手中租来经营的饭店；饭店连锁公司代管经营的饭店；饭店连锁公司特许经营的饭店；饭店连锁公司自己拥有产权，并且自己经营的饭店。5.在饭店竞争中，饭店连锁集团比独立经营的单体饭店有着较大的优势，表现在数量优势，技术经济优势，市场营销优势，物资采购优势，管理方面的优势，风险扩散优势，但是资本优势不明显。

PartIVReadingBox第四部分阅读与分析HotelChainsTopicdiscussion

(参见国家双语示范课程《旅游学概论》网站：“网络课堂)

1.Whatarethewayswhicharehelpfulfortheexpansionofhotelchains?Andwhichoneismostpopularatpresent?

Thefollowingarethewayswhicharehelpfulfortheexpansionofhotelchains:Directinvestment.Theheadofficehastwoapproachestoinvestdirectly.Oneistobuildandrunanewhotel.Theotheristobuyanoldoneandbringitsfacilitiesandmanagementup-to-date.Contractmanagement.Inthisway,managementcontractswillbesignedbetweentheheadofficeandtheactualownerofthehotelsothatthechainwillhavetherighttorunthehotelaccordingtoitsownparticularways.Theconditionisthatthechainwillgetacertainamountofmoneyoracertainpercentageoftheprofitseveryyear.Jointventure.Thechainwillpaypartofthecapitalnecessaryforthebuildingofanewhotelorthepurchaseofanoldone.Theotherpartofthecapitalwillbesuppliedbylocalinvestors.Franchising.Infact,itisaleasingarrangement.Accordingtotheleasingarrangement,ifthehoteloperatorpaystheparentcorporationafee,hewillbegrantedtherighttouseitsplans,manualsofprocedures,advertisingmaterials,andtorunhisbusinessinthenameoftheparentcorporation.Ofthefourwaysmentionedabove,franchisingisthemostpopularoneatpresent.2.Whataretheservicesafranchisorcanprovide?

Therearethreekindsofservicesafranchisorcanprovide:methods,technicalassistance,andmarketing.Intermsofmethods,operatingmanuals

withdetailedinformationabouteachstepoftheoperationshouldbeprovidedsothatthenewfranchiseemayhaveanideaofhowtomanagethebusiness.Moreover,trainingcoursesforthestaffbeforeopeningshouldnotbeignoredbecausetheyarecrucial.Andadviceandassistanceconcerningallaspectsofoperationarenecessaryfortheobservanceoftheestablishedstandards.Anothertypeofserviceistechnicalassistancewhichisoftenofferedtohelpthenewfranchiseetobuildanewhotelortobuyanoldone.Thelasttypeofserviceismarketingwhichisthemostimportantandindispensableterminanyfranchiseagreement.Thefranchiseemusttakeadvantageofthesuccessfulmarketingtechniquesofthefranchisor,whichhavebeenprovedandtestedbythemarket,torunhishotel.3.Whatmarketingadvantagesdoesahotelchainhavetocompetewithotherhotels?

Thestandardcourseofhotelmarketingforthehotelchaininvolvesthreemainelements:advertising,salesandreservations.Ononehand,thehotelchainoftenutilizesthemassmediasuchasnewspapers,magazines,radio,andparticularlytelevisiontomakejointadvertisements.Ontheotherhand,italsosetsupasalesnetworktospreaditsproduct.Forexample,regionalsalesofficesofthechainareestablishedinalmostallimportantareasthroughoutthecountry.Theysellboththeregionalpropertiesandmemberpropertiesofthechain.Andalargeportionofthepropertiesissoldtothegroupandconventionmarketwhileasmallpartissoldtothecorporateandtravel-agentareas.Hotelchainscanprovidemoreconvenienceforcustomerstomakereservationsquicklywhileitiseasierforthemtocontro