把握酒店市場(chǎng)營(yíng)銷的內(nèi)涵，了解酒店與客戶之間的關(guān)系和管理。
拿不定主意的客人和耐心的服務(wù)員
    某酒店中餐廳午餐時(shí)間，幾位客人落座之后開(kāi)始點(diǎn)菜，并不時(shí)地向服務(wù)員征詢意見(jiàn)，結(jié)果費(fèi)了半天勁兒，服務(wù)員應(yīng)客人要求多推薦的餐廳拿

手菜和時(shí)令菜客人們卻一個(gè)都沒(méi)有點(diǎn)，仍然問(wèn)這問(wèn)那。服務(wù)員誰(shuí)：“幾位初次到餐廳吧，對(duì)這里的菜肴品種特色也許還大不了解，請(qǐng)不要著急，

慢慢地挑。”幾位客人終于點(diǎn)好了菜，還沒(méi)等服務(wù)員轉(zhuǎn)身離去，客人們又改變了主意，要求換幾個(gè)菜。等服務(wù)員再次轉(zhuǎn)身離去，客人們又改變了

主意，要求再換幾個(gè)菜?？腿藗冏约憾加X(jué)得不好意思了，服務(wù)員仍然微笑著說(shuō)道：“沒(méi)關(guān)系，使您們得到滿意的服務(wù)是我們的責(zé)任和義務(wù)。”親

切熱情的語(yǔ)言，使客人深受感動(dòng)。

A先生和東方酒店的故事
   泰國(guó)東方酒店在酒店市場(chǎng)營(yíng)銷中非常重視培養(yǎng)忠實(shí)的客戶，并建立了一套完善的客戶關(guān)系管理系統(tǒng)，使客戶入往后得到無(wú)微不至的人性化服務(wù)：A先生因公務(wù)出

差到泰國(guó)，下榻東方酒店，這是他第二次入住該酒店。那天早上，在他走出房門準(zhǔn)備去餐廳時(shí)，樓層服務(wù)生恭敬地問(wèn)道：“A先生要用早餐嗎？

”A先生很奇怪：“你怎么知道我姓A?”服務(wù)生說(shuō)：“我們酒店規(guī)定，晚上要背熟所有客人的姓名。”這令A(yù)先生大吃一驚，因?yàn)樗胱∵^(guò)無(wú)數(shù)高

級(jí)酒店，這種情況還是第一次碰到。
    A先生高興地乘電梯下到餐廳，剛出電梯門，餐廳的服務(wù)生就說(shuō)：“A先生，里面請(qǐng)。”A先生疑惑地問(wèn)道：“你知道我姓A？”服務(wù)生答：“

上面的電話剛剛下來(lái)，說(shuō)您已經(jīng)下樓了。”如此高的效率讓A先生再次大吃一驚。
    A先生走進(jìn)餐廳，服務(wù)生微笑著問(wèn)：“A先生還要老位置嗎？”A先生更加驚訝，心想上次在這里吃飯已經(jīng)是一年前的事了，難道這里的服務(wù)

小姐還記得??！服務(wù)小姐主動(dòng)解釋說(shuō)：“我剛剛查過(guò)客史資料，您去年6月27日在靠近第二個(gè)窗口的位子上用過(guò)早餐。”A先生興奮地說(shuō)：“老位

子！老位子！”小姐接著問(wèn)：“老菜單，一個(gè)三明治，一杯咖啡，一只雞蛋？”此時(shí)A先生已經(jīng)極為感動(dòng)了，“老菜單，就要老菜單”。
    后來(lái)，由于業(yè)務(wù)調(diào)整的原因，A先生有3年的時(shí)間沒(méi)有再到泰國(guó)去，在A先生生日的時(shí)候，突然收到一封東方酒店發(fā)來(lái)的生日賀卡，里面還附

了一封短信，內(nèi)容是：“親愛(ài)的A先生您已經(jīng)有3年沒(méi)有來(lái)過(guò)我們這里了，我們?nèi)w人員都非常想念您，希望能再次見(jiàn)到您，今天是您的生日，祝

您生日快樂(lè)。”A先生當(dāng)時(shí)激動(dòng)不已，發(fā)誓如果再去泰國(guó)，絕對(duì)不會(huì)到任何其他的酒店，一定要住東方酒店，而且要說(shuō)服所以的朋友也像他一樣

選擇東方酒店！
    服務(wù)人員每天見(jiàn)到的顧客成百上千，絕不可能記清楚只有一面之緣的某個(gè)客戶曾經(jīng)坐在什么位子，曾經(jīng)用過(guò)什么的早餐，在客戶3年沒(méi)有造

訪的情況下依然記得客戶的生日.......如果東方酒店沒(méi)有一套先進(jìn)的客戶關(guān)系管理系統(tǒng)幫助，這樣的個(gè)性的服務(wù)只能是一個(gè)夢(mèng)想。先進(jìn)信息技

術(shù)的運(yùn)用得以前人力無(wú)法完成的夢(mèng)想成為了現(xiàn)實(shí)。
    
       思考與習(xí)題
  1、上述案例是一個(gè)非常成功的典型，你認(rèn)為在成功的背后，都有哪些原因？
  2、上述案例中提到了先進(jìn)信息技術(shù)的運(yùn)用促進(jìn)了服務(wù)的提升，想一想，在新技術(shù)的帶動(dòng)下，酒店的營(yíng)銷工作還會(huì)取得哪些突破？
  3、上述案例提到的客戶關(guān)系管理系統(tǒng)中，有一個(gè)重要的部分，即客戶信息管理系統(tǒng)，你認(rèn)為客戶的哪些信息資料應(yīng)輸入該系統(tǒng)進(jìn)行加工和貯

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.