把握酒店市场营销的内涵，了解酒店与客户之间的关系和管理。

把握酒店市场营销的内涵，了解酒店与客户之间的关系和管理。
拿不定主意的客人和耐心的服务员
    某酒店中餐厅午餐时间，几位客人落座之后开始点菜，并不时地向服务员征询意见，结果费了半天劲儿，服务员应客人要求多推荐的餐厅拿

手菜和时令菜客人们却一个都没有点，仍然问这问那。服务员谁：“几位初次到餐厅吧，对这里的菜肴品种特色也许还大不了解，请不要着急，

慢慢地挑。”几位客人终于点好了菜，还没等服务员转身离去，客人们又改变了主意，要求换几个菜。等服务员再次转身离去，客人们又改变了

主意，要求再换几个菜。客人们自己都觉得不好意思了，服务员仍然微笑着说道：“没关系，使您们得到满意的服务是我们的责任和义务。”亲

切热情的语言，使客人深受感动。

A先生和东方酒店的故事
   泰国东方酒店在酒店市场营销中非常重视培养忠实的客户，并建立了一套完善的客户关系管理系统，使客户入往后得到无微不至的人性化服务：A先生因公务出

差到泰国，下榻东方酒店，这是他第二次入住该酒店。那天早上，在他走出房门准备去餐厅时，楼层服务生恭敬地问道：“A先生要用早餐吗？

”A先生很奇怪：“你怎么知道我姓A?”服务生说：“我们酒店规定，晚上要背熟所有客人的姓名。”这令A先生大吃一惊，因为他入住过无数高

级酒店，这种情况还是第一次碰到。
    A先生高兴地乘电梯下到餐厅，刚出电梯门，餐厅的服务生就说：“A先生，里面请。”A先生疑惑地问道：“你知道我姓A？”服务生答：“

上面的电话刚刚下来，说您已经下楼了。”如此高的效率让A先生再次大吃一惊。
    A先生走进餐厅，服务生微笑着问：“A先生还要老位置吗？”A先生更加惊讶，心想上次在这里吃饭已经是一年前的事了，难道这里的服务

小姐还记得啊！服务小姐主动解释说：“我刚刚查过客史资料，您去年6月27日在靠近第二个窗口的位子上用过早餐。”A先生兴奋地说：“老位

子！老位子！”小姐接着问：“老菜单，一个三明治，一杯咖啡，一只鸡蛋？”此时A先生已经极为感动了，“老菜单，就要老菜单”。
    后来，由于业务调整的原因，A先生有3年的时间没有再到泰国去，在A先生生日的时候，突然收到一封东方酒店发来的生日贺卡，里面还附

了一封短信，内容是：“亲爱的A先生您已经有3年没有来过我们这里了，我们全体人员都非常想念您，希望能再次见到您，今天是您的生日，祝

您生日快乐。”A先生当时激动不已，发誓如果再去泰国，绝对不会到任何其他的酒店，一定要住东方酒店，而且要说服所以的朋友也像他一样

选择东方酒店！
    服务人员每天见到的顾客成百上千，绝不可能记清楚只有一面之缘的某个客户曾经坐在什么位子，曾经用过什么的早餐，在客户3年没有造

访的情况下依然记得客户的生日.......如果东方酒店没有一套先进的客户关系管理系统帮助，这样的个性的服务只能是一个梦想。先进信息技

术的运用得以前人力无法完成的梦想成为了现实。
    
       思考与习题
  1、上述案例是一个非常成功的典型，你认为在成功的背后，都有哪些原因？
  2、上述案例中提到了先进信息技术的运用促进了服务的提升，想一想，在新技术的带动下，酒店的营销工作还会取得哪些突破？
  3、上述案例提到的客户关系管理系统中，有一个重要的部分，即客户信息管理系统，你认为客户的哪些信息资料应输入该系统进行加工和贮

存。
    Grasp the connotation of the hotel marketing, understanding the relationship between hotels and customers and management.
Undecided guests and patient attendants
    A hotel, restaurant lunchtime, after some guests seated a la carte, from time to time to the waiter for advice, results

took a long awkward waiter should guests require more than the recommended restaurant to take

Hand dish and seasonal vegetables guests, but no one bit, still asking questions. Attendant who: "Several initial restaurant,

where dishes species characteristics may also big do not know, do not worry.

Slowly pick. Some guests finally point the dish, and before the waiter walked away, the guests have changed my mind, to change

some of the dishes. Waiter walked away again, the guests changed
Grasp the connotation of the hotel marketing, understanding the relationship between hotels and customers and management.
Undecided guests and patient attendants
    A hotel, restaurant lunchtime, after some guests seated a la carte, from time to time to the waiter for advice, results

took a long awkward waiter should guests require more than the recommended restaurant to take

Hand dish and seasonal vegetables guests, but no one bit, still asking questions. Attendant who: "Several initial restaurant,

where dishes species characteristics may also big do not know, do not worry.

Slowly pick. Some guests finally point the dish, and before the waiter walked away, the guests have changed my mind, to change

some of the dishes. Waiter walked away again, the guests changed

Mind and requested back to some dishes. Guests feel embarrassed, the waiter was still smiling, said: "Never mind, you get

satisfactory service is our responsibility and obligation." Pro-

Cut the enthusiastic language, so that the guest was deeply moved.

Mr. A and the story of the Oriental Hotel
   The Oriental Hotel in Thailand attaches great importance to cultivate loyal customers, and established a comprehensive

customer relationship management system, enabling customers into the future in every possible way human services: Mr. A is out

on official business

Poor to Thailand and stay at the Oriental Hotel, which is his second stay at the hotel. That morning, when he walked out the

door ready to go to the restaurant, the floor waiter respectfully asked: "Mr. A to use breakfast?

"Mr. A is very strange:" how do you know My name is A? "The waiter said:" Our hotel provides night to memorize the names of

all guests. "It makes Mr. A surprise, because he lived in numerous high

Class hotels, this case is the first time encountered.
    Mr. A is pleased to take the elevator down to the restaurant, just left the elevator door, the restaurant naturally say:

"Mr. A, inside, please." Mr A puzzled and asked: "Do you know My name is A?" Waiter A:

Above the phone down just to say you have to go downstairs. "Such a high efficiency so that Mr. A was shocked again.
    Mr. A entered the restaurant, the waiter smiled and asked: "Mr. A is older position?" Mr. A is even more surprised, I

thought the last to eat here a year ago, are here

Miss remember ah! The waitress take the initiative explained: "I just check the passing history information, you had breakfast

on the seat near the second window in June 27 last year." Mr. A said: "the old bit

Child! Old seat! "The lady then asked:" The old menu, a sandwich, a cup of coffee, one egg? "At this point, Mr. A has been

very touched," the old menu, it is necessary to the old menu ".
    Later, due to business restructuring, Mr. A 3 years time and then to Thailand, Mr. A birthday, suddenly received an

Oriental Hotel sent a birthday card, which is also attached

A short letter, which reads: "Dear Mr. A, you have three years did not come here of all our staff are very miss you, hope to

see you again, today is your birthday, I wish

You a happy birthday. Mr. A was excited, and vowed to go to Thailand, absolutely not to any other hotel, we must live the

Oriental Hotel, but also to convince a friend so like him

Select the Oriental Hotel!
    Service personnel every day to see hundreds of thousands of customers could not possibly remember clearly only a client

side of the edge once sitting in what seat, what once used by the breakfast, not made in the client

Still remember the visit to the customer's birthday ... if the Oriental Hotel does not have a state-of-the-art customer

relationship management system to help this kind of personalized service can only be a dream. Advanced information skills

The intraoperative use of previous human unable to complete the dream become a reality.
    
       Thinking and Problems
  1, the above case is a very typical, you think, what are the reasons behind the success?
  2, the above cases referred to the use of advanced information technology to promote the upgrading of the service, think

about it, driven by new technology, the hotel's marketing efforts also made breakthrough?
  3, customer relationship management system mentioned in the above case, there is an important part of customer information

management system, do you think the customers what information should be entered into the system for processing and storage

Survival.