酒店管理会所__酒店品牌策划解析

1、酒店管理会所_酒店品牌策划解析酒店品牌策划培训黄龙饭店品牌基因往后的工作二零零八年十二月黄龙饭店的品牌基因我们是4#ff66ff.#ff66ff.#ff66ff.给您动力去挥洒的人我们会为客户释放所有束缚，激发他们成就任何对他们有启发性的意念。为了助您开启一个充满更大可能性的空间，让您无论到访的目的是为了商务或休闲，都能够获得最大的裨益。我们的表现:灵活机变, 有办法, 平易近人, 明慧活泼?为什么?我们在杭州迄立二十年，我们对杭州的认知无人能及?黄龙饭店是杭州现代企业随着时代改变的缩影，它标志着杭州企业发展的历程，是杭州历史的一部分品牌基因往后的工作?我们已为您提供了设计概念?而合约内容还包

2、括有关传播推广的计划项目?然而，有一些与以品牌为中心的管理模式有关的部份，还未被提及。产品人地点传达过程顾客认知品牌基表现、行动因程序与架构目标和策略人人?把品牌与企业文化的性质联系起来是非常重要的，当中还要考虑到您所提供的服务的风格。?首先，要从品牌基因中发展出一系列的企业原则(名为我们的做事方式)，来引导内部员工以企业文化作为他们行为表现的根据。?然后，这些企业原则会转化为一系列的表现与行为(8B&A)，作为以下各方面的基础：?员工特质的叙述?招聘?在职培训?全面表现评核?奖赏制度?工作发展例子瑜舍BRAND DNAGiving You Time To Breathe, Yet T

3、aking Your Breath AwayRESPECT PERSONAL FOR ENTERPRISINFUNUNASSUMINGARTISTICRESPONSIBILINDIVIDUALITGITYYEach of us uses a natural sense of fun to make the team more effective, the guests experiences more enjoyable, to take the tension out of difficult situations and to help cope with our own disappoi

4、ntments, but never uses fun at the expense of others例子瑜舍FUNEach of us uses a natural sense of fun to make the team more effective, the guests experiences more enjoyable, to take the tension out of difficult situations and to help cope with our own disappointments, but never uses fun at the expense o

5、f others?You come to work with a smile (and take it home at the end of the day too)?When you do something even you think is daft, you laugh at yourself?If you think work is getting dull and predictable, you stir things up with a bit of humour (because when people are having fun it usually means they

6、re more productive) but you never ever make fun at the expense of others?When works getting tough, you take the tension out of the air with some impromptu Karaoke or a burst of the drums on the pots and pans?When others are feeling blue, you try to make them feel some other colour!招聘?招聘广告应着重态度和方式而非注

7、明工作经验和年期?地点: 一个能够代表品牌的地方。瑜舍选择了八号公馆，一间有名气的餐厅/酒吧/会所?进行互动的活动，评核应征者表达期望中的s 和B&As 的能力?评核应多注重应征者的态度和性格，而非技能和经验(因为这些可以培训出来的)招聘?例子:?Fun The Name GameWhat Were Looking For?A natural sparkle?A natural sense of humour and a ready smile?The ability to laugh at oneself?A catalyst of fun and levity within the

8、 team?例子:?Respect For Individuality The TowerWhat Were Looking For?The ability to take on board the views of others to create a positive outcome?The ability to interact effectively with others who have distinct ideas and personalities?The ability to let their own unique personalities shine through i

9、n a team situation, without unnecessarily dominating proceedings 在职培训?透过知多少？(The Knowledge)计划去建立员工的知识?以角色扮演和话剧形式作培训方法?不同处境例子:?Irate Italian customer who speaks no Chinese and the waiter has spilled soup onto the customers suit?Japanese tourist has had all possessions stolen and is about to miss her

10、flight to Tokyo?Small child trips over in front of the hotel and has blood oozing from a deep leg wound and is screaming in pain?您会怎样去处理，包括您会做的事情和做的方法在职培训?所有角色都会由其他员工/ The Brand Company 饰演?其间，高层员工会在现场即时观看?每个都有不同的评核准则?对表现作即时回应和讨论改善空间?过程会被录影，员工能够在日后了解和评估自己的表现?每位员工会参与三次培训?这不论对新加入的员工，还是现有员工，都很重要全面表现评核?使

11、用一个有如3690度的多位评核人意见反馈系统?B&A由上级、同僚和下属去评核?每位评核人会以一个五级评核标准为每一个B&A作评核?当您做事的方法需要有重大的改变时，您的行为评核就成了主要的表现评核?例子: SmarTone-Vodafone?Managers = 60% of performance assessment?General staff = 100% of performance assessment?SmarTone became the #1 retailer for service in Hong Kong within 2 years of the intr

12、oduction of this approachrdnd?SmarTone moved from 3to 2in terms of sales and became the most profitable mobile company in HK 切合品牌形象的行为表现品牌基因让你更贴近原则有突破性的创意思维把改变看作剌激的新转机，而不是一种威胁行为表现在短掇的时间里，主动尝试新途径在改变变得必需和急切前，主动提倡改变以表现为基础的人事设定个人目标和表现评估机制管理系统14产品、服务和过程产品、服务和过程(PSPs)?两个领域?顾客体验有关的PSP，例如入住和退房手续、预约过程、厕所用品、餐

13、饮设备、消闲娱乐设施和一般程序等?支持和令B&As可行的内部系统、结构和过程顾客体验有关的PSPs?设计和应用顾客体验有关的PSP 和设计其特征标志的过程?以特征标志工作坊为中心发展能够给予品牌支持的PSP?模块集中在这几方面:?出入酒店?浴室和睡房?餐饮?消闲?服务主动力?沟通和联系?其它程序?有生命力的艺术?每个人都会获分派一些协定的行为去作研究和实践内部系统、结构和过程(SSPs)?以品牌基因为基础，评核哪些SSP会阻碍品牌的发展，哪些会给品牌提供支持。从而，辨别出哪些是适合集团德SSP?例子：?企业架构?内部沟通系统?客户回馈/改善的过程?IT 系统?财务批核的过程?市场策划的

14、过程?没有固定的过程，但我们助您辨别出和移除障碍，以免妨碍给予品牌的支持，提供期望的品牌经历地点地点?也叫作环境/氛围?包括室内设计、音乐、园林、香气、灯光、艺术与雕塑等?我们的角色是对建立顾客体验的设计师讲解和引导他们的创意设计?例如: 对音乐创作人讲解和引导他们的创作设计及信息设计?已为新的酒店商标提供构思?拥有研制全面的商标指引书和设计应用文件的经验和能力?例如: 香港国际金融中心香港国际金融中心的商标指引书香港国际金融中心的设计应用文件信息?研制信息及文字指引书1#ff66ff.奠定给予品牌支持的主要信息2#ff66ff.制定品牌传动的语言风格(书面和口语的)3#ff66ff.根据协定

15、予品牌的支持信息，发展信息范例，并以一种能展现期望中语言的风格书写出来例子瑜舍The frame of reference for Brand DNAall that is spoken and Quenching Your Thirst For Breath, written and the way it is conveyedYet Taking Your Breath AwayOverall DescriptorCore message areas that PhilosophyPeopleGuestsDesign RoomsR&BNameCustomer Parentsuppo

16、rt the Brand DNA& ArtExperienceThe manner in which the written or spoken word is The Writing StyleThe Language StylecraftedMessage Message Message Message Message Message Message Message Message Examples of different SampleSampleSampleSampleSampleSampleSampleSampleSamplesupports for each message

17、 area, written in Message Message Message Message Message Message Message Message Message a way that reflects the SampleSampleSampleSampleSampleSampleSampleSampleSampledesired writing styleMessage Message Message Message Message Message Message Message Message SampleSampleSampleSampleSampleSampleSam

18、pleSampleSample黄龙饭店REALISE THE POSSIBILITIESLANGUAGESTYLERealise the Realise the Realise the Realise the Realise the possibilitypossibility possibility possibility possibility of a more of a more of a more of a more of a more relaxing timeproductive adventurous stimulating festive timetimetimetimeMessage essageSamplesaples?We utilise our unrivalled experiencebuilt through 20 years of operating in Hangzhou Beca