[Abstract] Hotel service products refer to the sum of all kinds of products provided to guests by hotel enterprises relying on equipment, facilities and human services, including tangible products and intangible products, so hotel hardware and human services are very important. This paper analyzes the problems existing in hotel service products at present, and puts forward the countermeasures of creating unique service brands and other service innovation concepts and methods from a strategic point of view.

[Keywords:] personalized hotel service products countermeasures

The hotel industry is an accommodation industry, the main service products are rooms, and the secondary service products are diversified. Nowadays, the competition in the hotel industry is becoming increasingly fierce, and it is gradually becoming service competition, and the homogenization of hotel products is becoming more and more serious. How to maintain the original customers and open up new markets, in addition to macro scientific management, we must also reshape service products from the micro level, that is, combine service with innovation, so as to embark on a successful road in the fierce industry competition. The author talks about the problems and countermeasures of hotel service products.

First, the problems of hotel service products

1. Hotel hardware facilities emphasize luxury, ignore practicality and comfort, and pay insufficient attention to details and services. As we all know, hotel service products refer to the sum of all kinds of products provided to guests by hotel enterprises relying on equipment, facilities and human services, including tangible products and intangible products, so hotel hardware and human services are very important. Some guests often complain that some hotels are luxuriously decorated, but they feel uncomfortable after living in them. This situation is quite common in the hotel industry in China at present, and the problem of insufficient comfort actually reflects a distortion in the development of the hotel industry in China for some time. However, some hotels in China have crossed the stage unrealistically, ignoring comfort and overemphasizing the enjoyment function of hotels. Generally speaking, many hotel enterprises fall into the misunderstanding of "emphasizing hardware over software" when building service products.

2. Ignoring market segmentation and rational allocation of primary and secondary service products, blindly emphasizing "big and complete, small and complete" leads to product homogenization, which greatly reduces the dependence of the tourist market on hotel products. The hotel industry is an accommodation industry, the main service products are rooms, and the secondary service products are diversified. Reasonable allocation of primary and secondary products should be based on the needs of each hotel's target market, reasonable selection of secondary service items and required proportion, analysis of major competitors, and creation of personalized and characteristic service products. However, unreasonable configuration of primary and secondary services is common in hotels at present, and unreasonable configuration of primary and secondary service products leads to invalid investment.

3. Service processes and methods are too standardized and procedural, lacking "humanization and difference". It is true that the working procedures and responsibilities of pursuing service are the working standards of employees, but only the satisfaction of guests is the ultimate standard to measure the working level. Service really needs to be based on procedures, but only by going beyond procedures and breaking the usual working thinking and service mode can we satisfy different consumers and reflect innovation.

4. There is no change in service items and personalized services. Some hotels are invariable in the setting of service items, and like to imitate others blindly, which leads to their own hotel characteristics being unknown. Many hotels will receive repeat customers, and most of them are VIP guests. If the previous service model is used for a long time without innovation, it will give people a sense of rigidity, conservatism and conformism, and it is difficult to adapt to the changing market demand. Second, the ways and means of hotel service product innovation

Product innovation is the creative activity process of the hotel as a whole, which is to reshape the hotel's tangible facilities, equipment and space and intangible services with market demand as the center and hotel development as the purpose, which can be said to penetrate into all aspects of hotel products.

1. Management system innovation is the guarantee and premise of hotel service innovation. First of all, we should start with the system, establish a learning organization and a harmonious team, and make the staff groups form a joint force through management innovation to give full play to personal wealth and wisdom. In the distribution system, it is necessary to improve the treatment of service personnel and give more preference to front-line departments, high-tech posts and employees with rich work experience and high service level. In the training content, we should not only pay attention to the cultivation and improvement of employees' operational skills, but also pay attention to the development of employees' concept consciousness and potential.

2. Paying attention to the relationship between customers and strengthening market innovation is the basis of service innovation. A high degree of market segmentation is a remarkable feature of the hotel market in the new century, and it is also a necessary means for the hotel industry to seek market innovation, and it is also an important way for hotels to cast loyal customers. Hotels should carefully refine their customers, and classify and analyze them from the aspects of guest types, customers, consumption capacity, consumption frequency and consumption content. , especially the key customers who count the consumption in the store, adjust and reshape the service products according to the composition and needs of hotel guests. In addition, to strengthen communication with guests, the customer department should visit guests regularly, strengthen contact with guests, solicit opinions from guests extensively, and take the opinions and suggestions of guests as the basis and reference for our service update.

3. Creating personalized, differentiated and humanized hotel service products is an effective way to carry out service innovation. The transformation of hotel service products from "standardization" to "personalization" is the embodiment of humanization and rationalization of hotel service. As the hotel guests come from all corners of the country, everyone has their own living habits and preferences, and can provide immediate, flexible and thoughtful services, win the recognition of guests and create benefits for the hotel. The so-called personalized service is to meet the reasonable personalized needs of different guests, such as business customers' demand for the Internet and travelers' desire to taste local food. Embroider the guest's name on the pajamas of the guests who have been to 10 for special use; Stamp the guest's name on the envelope and stationery of the guest room; Providing baby care services for families with children; Set up smoke-free floors; Provide guests with different soft and hard pillows; Personalized services such as adjusting air conditioning temperature according to guests' requirements for room temperature.

4. Implement service innovation activities as a strategic measure to create a unique service brand. The hotel's service innovation activity is not a short-term "service month" or "service year", but a long-term service strategy of the hotel, which implements continuous innovation and continuous improvement, and forms operational norms and management systems until it becomes an inseparable part of the hotel image. Now the hotel industry is doing more "wind". Publicity this month, publicity that next month, but in the end it was a gust of wind, leaving nothing behind after blowing, except some vague concepts. Service quality activities should be like building a house. First, do a good job in overall planning and lay a good foundation, and then build walls brick by brick and cover layer by layer. First, establish your own service concept, shape service products and guide behaviors under the guidance of the concept, and run the concept through all aspects of customer service until the concept and image of the enterprise are generally recognized by the public. Shangri-La Group, which adheres to the service strategy of "Hospitality in Asia", IBM Company, which takes "IBM is the best service" as its business purpose, and countless successful hotels and enterprises are all historical lessons, signposts and examples for practitioners.

References:

[1] Zheng: Five guarantees for hotel service innovation. Hotel modernization, 0 1, 2004

[2] Ye Suping. On the composition and innovation of modern hotel's overall service products. Journal of Dongbei University of Finance and Economics, 200 16.

[3] Li Zhongdong: Introduction to Hotel Management. Nankai University Press, 2nd Edition, 2003.

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