7days英文版

Group Assignment 梁锦艺0920000061 程方舟1020000007 代刘伟1020000009 冯俊桦1020000014 王瀚潇1020000080 郑君觉1020010348 杨鹏1020050082 邹秉良1020000075CERTIFICATE OF ORIGINALITYWe hereby declare that this assignment is our own work and that, to the best of our knowledge and belief, it reproduces no material previously published or written, nor material that has been written for the assignment from other groups, except where due acknowledgement has been made in the text.________________________________________________________________________________________________________________________________________________Team member responsibilities梁锦艺程方舟代刘伟冯俊桦王瀚潇邹秉良郑君觉杨鹏Contents1. Introduction and goals (1)2. Target market analysis (1)2.1 enterprise and products of analysis:2.2 market subdivision3. Market positioning (2)3.1 The opponent orientation means3.2 Interest orientation3.3 quality/price position4. Pricing strategy (3)4.1 Online sales promotion pricing strategy4.2 Low price strategy5. Marketing strategy (3)5.1 Consumers5.2 The economy5.3 Convenience5.4 Good faith6. Services to build (customer support service) (6)6.1 The customer loyalty strategy6.2 A real-time communication6.3 And customer relationship of rebuilding7. advertisement (8)7.1 Advertising budget7.2Advertising media channels8. Summary (9)1. Introduction7 Days chain hotel Group (7 Days Group Holdings Limited) was founded in 2005, November 20, 2009 listed on the New York stock exchange (stock code: SVN). As the first landing nose Chinese hotel group, 7 days hotel chains promise to let customers "everyday sleep well" vision, to pay attention to the value of business travelers with clean, environmental protection, comfortable and secure accommodation services to meet customer demand of core accommodationTargeting1 let more consumers understand our seven day, and cause their check-in interest.2, the development and build a new network sales channel, expanding the consumer group, and increase sales.Three, to reduce the cost of sales, save some unnecessary waste, the traditional sales pattern required for the cost of sales.4 and use of the electronic commerce improve service levels.2. Target market segment2.1Enterprise and products of analysisAt present, the hotel chain's biggest customer group mainly focuses on small and medium-sized enterprise business and "backpackers". To this kind of consumers, the environment of comfortable health security, the price is economical, in and out of traffic convenience, the formalities to deal with high efficiency; they choose the hotel is the most attention of several factors. To this, 7 days hotel chains will be "the customer feel the first" the idea of persistent, with core consumer will lock, and provide personalized service.2.2Market segmentationThrough the market segmentation can be more delicate analysis of market opportunities, make you in a good position, play better sell effect, increase of the profits of the business.Market segmentation conditions:(1) Measurable sex, the division of different consumer groups, and the characteristics and needs of consumers shall be measured.(2) Enough sex: according to the size of the market segment and determine the extent of the marketing profits alone.(3) Can be close to sex: to segment the market for effective promotion, and distribution of degree.(4) The uniqueness: different segments of the market for the company using different marketing strategy combinations have different reaction degree.(5) Stability: segment of the market has the needs and desires of the difference should be in a long time to maintain.3. Market positioning3.1 opponent orientation means: emphasis on 7 days company is a professional production of Japan digital products of the enterprise, the company with solid capital, considerate service, and now owns over 700 stores, cover the country nearly 30 provinces and municipalities directly under the central government in 89 key city, has built budget hotel chains national network system.3.2 interest orientation: according to the product can meet the demand to locate, can for its "sleep every day". Because consumers in answer to "it can bring me what" the question, and have a strong inclination, we brought to consumer comfortable sleep environment, let the customer has a beautiful night.3.3 quality/price position: combined with control service quality and price to locate, can put the company for its "high quality benefits.4. Pricing strategy4.1 Online promotion pricing strategy: using the Internet sales than traditional sales low prices, it than the market popular online sales price of low, use this pricing strategies, such as to user specified in this website directly hair order word, can enjoy the percentage discount4.2 Low price strategy: according to the current situation, in product introduction period, with low to attract more customers, wait for after markets mature, but according to actual condition improve a percentage of prices to achieve enterprise profits.5. Marketing strategy5.1 To consumer demand as the core, and pay attention to brand experience type comprehensive service to improve product quality7 day high attention customer "everyday sleep well," the core requirements, and takes it as a starting point for the customer, the fundamental to create a comfortable and family-like accommodation environment. Perseverance customer their feeling as the guidance, spare no effort in detail the intention, in keep original price advantage, under the premise of through high quality shower equipment configuration, the five-star standard big bed. To improve the nutritional breakfast collocation, provide bedtime milk; Realize clean towel packet. Upgrade sound insulation facilities, indoor slippers and other measures to improve the product quality and comfort.Create a happy service atmosphere. 7 days hotel service personnel quantity is small, but age is basic it is young people around the age of 20, dynamic, good at communication, whether the reception, or telephone consultation to people the feeling of warm and generous, effectively reduce the customer to different ground unfamiliarity’s, help customer to relax, to build a relaxed atmosphere.5.2"economic" sex as the center, sought to control the cost in order to meet the customer "affordable" requirement7 days full control of cost, the hardware configuration weighed by heart. Threw out the traditional hotel rooms in the chest, heavy goods such as desk, bath crock, in turn, will be contracted, practical, pure and fresh, convenient IKEA board type furniture into the room of combination design, pay attention to add "home" sweet feeling of the guest room and practical.5.3 With "convenient" as the center of gravity for customers to create convenient and quickThe traffic environment is convenient. 7 days are generally located on the convenient transportation enterprise place: such as the traffic of the city near the hub (the city of long distance bus stations, railway stations, etc.); near the main club (convention and exhibition center, etc.). The city near the landmark (such as Chongqing jingle, Chengdu spring city road, etc), the great degree meets the customer travel convenient requirement.Reservation efficient way. 7 days hotel success, created the first China hotel industry e-commerce platform and has introduced the Internet, call center, mobile phone text message reservation, WAP and shop management such as integration system, customer keep the house can and through the four convenient way to complete the real-time inquires room resources, reservation, the confirmation, the payment process,etc. Both saved the customer's time, energy, and save the seven days to human resource cost, and very accord with modern consumer "network" life characteristics. The network information sharing convenient. (1) Chain stores information overall design. 7 days in its home page provides his branch of detailed information, including the overall situation is introduced, electronic map, member evaluation, reservation situation, the room price, facilities, such as bus line, let customers at a predetermined can make an effective before to choose, familiar with different ground environment in advance; (2) the city information guide. In order to give customers with more abundant information, make it have a wonderful experience different swim, 7 days joint public praise nets will related the special features of city catering, entertainment, transportation and other life information through the network and consumer sharing, be worthy of the name "network guide".5.4with "good faith" as the objective, realize communication mode diversificationThe network information rich practical. 7 days hotel set up home page "member share" plate, for non-members customers with the live experience sharing free platform. At the same time, "24 hours service little secretary" timely online answer the latest activities, integral management and reserve the guide, people live treasure dean stables and other kinds of business problems, let customers through the network and the 7 day zero distance contact.Information feedback positive interaction. Aimed at the online booking and I live customer, 7 days designed "7 days chain hotel service quality survey questionnaire, and equipped with increase integral policy, encourage the customer in personal people live experience positive feedback after fill in; Meanwhile, seven days through not held regularly theme forum members, the 7 day four seasons "publication face all customers such as the heart, got face to face contact form seriously listen to the voice6of the from customers, as it the continuous improvement of important reference. Exciting new activities. Seven days through public donations, members launched a series of preferential, half price exchange, obtain electronic coupon, value-added activities such as got, effectively arouse the participation of customer enthusiasm. This practice is more wise, protection to both the price of the hotel chain the stability of the system, and to provide different quality level of the consumer in disguised form of service.6. Services to build (customer support service)6.1 The customer loyalty strategyIn the enterprise management, who all want more loyal customers better than it is now? But unfortunately customers usually don't have much reason to always provide a product or service specific vendor keep the faith. In surplus economic times, they provide products and not too big difference, if the customer to get enough to overcome the service in the price difference, want to face numerous customers in choice loyalty is not possible.Value relations with customers in order to obtain customer loyalty, to select the best employees to strengthen the contact with customers. Senior management must spend a lot of time, visit a single or group of customers, and they communicate.Develop a positive consciousness and customer pays a lot of money to attract and get other company customer heart, than spend some money to go to understand customer needs change. Usually take to customer satisfaction surveys and seminars, call center and other method, the company's decision to consider the voice of the customer when.Encourage and customers to establish extensive and not a single contact business to customer understanding should never be only from a single7customer manager and the links between the customers. A single customer manager may not provide service for all customers. In addition, the narrow link enterprise easily governed information distortion attack, and produce inaccurate judgment. This relationship is also very fragile, when contact change (such as personnel changes), will open the door for competitors. Therefore, the enterprise should contact with the customer establishment layers. In addition to the customer manager and customer contact, also should have the chief executive, financial manager, public relations staff and customers various contact.To meet the requirements of customers make "the customer is always right" with your work. If the customer wants to a particular product, you have to think of a way to go to production; if the customer need in some way to delivery, you will increase the capacity.More to consider for the customer sometimes, more to consider for the customer provide a means of customer requirements get products, and not because of the product has wide prospect of market. Proper sacrifice something of interest, can win to long customer loyalty.Not only understand the needs of the customer, to understand the value of customer more customer manager should be very clear specific customer for his worth much, what kind of service is appropriate. When decided to invest in a specific customer, involves not only to the current relationship, and the future development of the estimated potential.6.2 A real-time communicationMention the Internet, the first thing we think of a word is "speed". Now the customer to the traditional business model has to day for the speed response units built. They demanded a few minutes or even seconds, giving feedback to their demands. In the dictionary of them, "timely" means "instant", and"always".6.3 The reshaping of the customer relationshipThe network marketing enterprise competition is a kind of customer is the focus of the competition pattern, strive for customer, retain customers, expand the customer group, close relationship with customers, analysis customer needs, to create a customer characteristics, through education and marketing for the customer to enterprise image, establishes the customer for virtual enterprise and the network marketing of credit. The era of network target market, customer type, products type and it will have great difference, so how to across the region, culture, time and space gap, reengineering customer relations, will need many innovative marketing as a.7. advertisement7.1 Advertising budgetBecause our company was huge, the planning of very long time marketing, advertising and media field range is wider, we have our company's advertising budget is 1 million RMB.7.2Advertising media channelsChina Internet network Information Center (China Internet Netwark Information Center, CNNIC) of the latest survey shows that in the user on the network advertising's opinions, sometimes the choices and often click click on the people have 63.4%, more than 50% of the six months ago has increased, in whether the user is willing to receive advertising network mail as choose goods or services reference, said they would like to occupy 36.0%, and 31.3% in six months ago has also improved, the form that Internet advertising is gradually accepted by people. 43.2% of users think that in the next year the AD networkadvertising form has better propaganda effect, followed by television, outdoor advertising, newspapers and magazines, brochures and broadcasting, we can see that the network advertising in the majority of Internet users to idea of the expected position can and traditional media advertising comparable. So, Canon choose Internet advertising as the focus of advertising.For Internet advertising, online advertising in size can take banner ads, huge advertising, in the technical can also use the animation, flash, game the way, in terms of form can online listen to, watching, demo, investigation and so on, our company selection in sina large portal website space bigger advertising, in addition, it also can through the search key to improve their popularity. According to the characteristics of the Internet, be fond of, demand the adoption of appropriate way to deliver the advertising message. The latest survey shows CNNIC, attract users to click on ads in the category, the top five separately for the prize promotion (67.9%), public welfare activity (51.2%), entertainment activities (42.9%), news information (41.5%), commodity information (33.1%), the network advertising can according to be fond of, Internet users in the audience needs to provide the advertising message, and build long-term relationship network audience.8. SummaryFrom the hotel industry to see, as a new format budget hotels and this very big development space, and the core competitive ability is the above make customer demand as the core of the marketing strategy, simple said is everything from customer set out, all for the customer's shoes, meet the customer's demand only, customers would choice you.By 7 days that our cases of the present situation of China's service industry. Han court hotel Jixi founder that "China's service" concept will roll with raw, after China manufacturing again after by the world attention. Therefore, improve the service level10is all practitioners priority, because no satisfactory service, there is no customer patronage, thus not developed.7 days as an example, seven days of strictly in accordance with the 4 C theory to the marketing strategy formulation, everywhere for customer's shoes, improve the product quality first, improve their own hardware requirements, create the environment atmosphere, satisfy customer. Because the customer is good or bad attitude clerk to a store of the stand or fall of the most important criteria. The cost control method is the hotel industry is also a textbook level, the vertical cutting off all can eliminate the service, and the core of the customer needs and concerns to be the best, although it seems a little wrong with rivals, but the fact that all, seven days to the move is very good to meet the customer, at the same time greatly reduce the cost, it has become one of the open battlefield magic weapon. Today's electronic business has become almost all industries essential weapons, as early as seven days began to its e-commerce platform very seriously, take the lead in using Internet booking, way, way to broaden the reservation, let customers more choice, save time. Finally, 7 days in members also activities for the next foot a kung fu, the full show themselves to the attention of the members, members of the existing unity, promote more members. This makes the seven days in the development of membership on become the industry first.Not only is the hotel industry, the whole service industry in 7 days this case also can learn a lot, and modern service industry is customer-oriented, as far as possible to meet the most of the customers most requirement, seize the existing customer, the development potential customers. 7 day also tells us, whatever hardware (equipment, decorate) more senior, software (clerk service), want to be able to be very good satisfy the needs of customers to the point is enough, and as the spring and autumn and the air tickets on sale, reduce the optional links such as catering, greatly reduce the customer care about price, meet their demand point benefits, which opened up his blue ocean. And I think this may be to other industries being able to also bring some inspiration it.。