酒店服务营销策略研究外文文献翻译
企业服务营销策略外文文献翻译最新2016年
毕业设计附件外文文献翻译：原文+译文文献出处: Mender G. The research of enterprise service marketing strategy [J]. International Journal of Production Economics, 2016, 2(6): 122-132.The research of enterprise service marketing strategyMender GAbstractAny business activities of enterprises are exist and rely on a certain social environment, as long as the surrounding environment has changed, companies will start to adjust system to adapt to the environment and to maintain their own survival. Industrialized mass production contributed to the formation of the big market, more and more after meets the basic demand in the rest of the goods, but natural resources are becoming scarce. The development of science and technology has brought the industrial structure adjustment, knowledge and intelligence as the core resources, network technology, and electronic commerce constitutes the knowledge-based economy. Economic globalization is the product of evolution of social economy. It brings opportunities and challenges facing the enterprise. So, the enterprise only realize build the core competitiveness, in constant change. Core competence is many elements through a long time of precipitation formation. It is seen as the source of enterprise with customer.Keywords: service marketing, marketing mix, the SWOT analysis1 IntroductionThe changes of social economic environment, and the accompanying social consumption idea and values will make instant response. Market pattern is indisputable fact that supply exceeds demand, also is disappearing, "shortage economy" s "buyer's market" begun to take shape, making passive accept consumers has become the master of the market. All the business activities of enterprises is around the "customer". Under the condition of on the background of knowledge economy, consumers have more knowledge, information and skills, keen to learn and practice more. Advocating "quality" of "perceptual consumption" replace the "rationalconsumer" is pursuing the "quantity". Based on the basic function of commodity, quantity and low price is no longer necessary main demand, and pay attention to the individuation of consumer, respected feeling, superiority, security and other emotional and psychological satisfaction become fashion consumption. This will cause people to the product conceptual understanding of change. Customer is the enterprise existence reason, only has satisfied the customer needs and preferences, the enterprise survival and development can be attained. From the enterprise's growth and the history of the research and analysis, the people realize soberly, in the numerous and complicated factors which restrict the development of the enterprise, the enterprise customers to provide product value evaluation has the final say. The pursuit of enterprise run by the original "profit first" into modern pursuit of "customer first". Enterprise survival and development environment, market supply and demand structure, the change of the enterprise management strategy has revealed the customer in the leading position in the enterprise operation. To comply with the trend, enterprises must truly take customer as the focus, to provide customers with "value" products, this is the "customer first", is the true meaning of "competitive". To maximize the value of customer perception, in addition to continuously strengthen product development performance itself, more need to increase product with service value of the intangible service quality to make the customer perception and enjoy more value products, make the enterprise keep development even more customers, greater profits, so that enterprises can put more cost to research and development to improve product performance and improve service quality, into a virtuous cycle.2 Literature reviewSince the 1960 s, research service marketing problems. Until the 1970 s, the United States and northern Europe marketing scholars with official to carry out the service of marketing research and gradually established a relatively independent service marketing. The development of the service marketing roughly experienced the following stages: Beginning stage (before 1980) : this phase of the study is mainly to discuss the differences between services and tangible products, and attempts to define common feature of most service not perceptual, inseparability, diversity, to be storedand lack of ownership. Exploring stage (1980-1985): this phase of the study mainly includes two aspects: one is to explore the characteristics of the service how to influence consumer buying behavior, especially focused on the consumer on the service characteristics, advantages and disadvantages and potential assessment of the risks of buying. The second is to explore how to according to the characteristics of the service can be divided into different types, different types of services requires marketers use different marketing strategy and skill for promotion. Advance stage (1986 - present): this stage research, one is to discuss the service marketing mix should include what factors. The second is a thorough research on service quality. Three is the theory about "service contact". Four are some of the special research in the field of service marketing, such as the export of service strategy, modern information technology on the service/management and the influence of the marketing process, etc.3 Introduction to the theory of service marketingService marketing is the enterprise under the premise of fully understanding to meet consumer demand, to fully meet the needs of the consumers has taken a series of activities in the marketing process. Service as a kind of marketing mix elements, really to the attention of the people is the century in the late 80 s, this time, due to the progress of science and technology and social productivity significantly increased, accelerating industrial upgrading and production of professional development, on the one hand, make the product service content, namely product service intensity increasing., on the other hand, with the improvement of labor productivity ', market to a buyer's market, consumers as income levels increase, also gradually change their consumption demand, demand levels also increase accordingly, and develop in the direction of diversification.3.1 Compared with the traditional marketing service marketingThe research of service marketing formed the two fields. As a service product is marketing and customer service. The essence of service product marketing is the study of how to promote as a product of service exchange. Customer service marketing is the nature of the research how to use the service as a marketing tool topromote the exchange of tangible products. Both products and services marketing and customer service, marketing, service marketing concept is customer satisfaction and customer loyalty, through customer satisfaction, and loyalty to promote favorable exchange, finally realizes the marketing performance improvement and long-term growth of the enterprise. Compared with the traditional way of marketing, service marketing is a marketing concept, marketing services, and the traditional marketing way is just a sales approach, business marketing is the specific product. Under the traditional marketing, consumers to buy the product means that the completion of a deal, though it also has the product after-sales service, but that's just a solve product after-sales maintenance functions. And from the service marketing concept understanding, consumers to buy the products only means the beginning of a sales job and is not the end, the enterprise is concerned not only for the success of the product sold, pay more attention to the consumer to enjoy the services provided by the enterprise through the product of the whole process of feeling. It can also be used. In order to understanding from Maslow’s hierarchy of needs theory: person of the highest need is to respect the needs and self-actualization needs, service marketing is (or person) provides the requirements for the consumer, and the traditional marketing way just provides a simple meet the needs of consumers in the physical or security. With the progress of the society, the improvement of people's income, consumers need is not only a product, have more need of this kind of products with specific or personalized services, which have a kind of is the feeling of respect and self value realization, and this feeling is brought by the customer loyalty. Service marketing is not just a new tendency of the development of the industry, but also the one kind of inevitable product of social progress.3.2 The evolution of the service marketingMature service enterprise marketing activities generally experienced sales, advertising and communications, product development, differentiation, customer service, service quality, and integration of seven stages and relationship marketing. Sales stage: competition, sales ability gradually increases. Enterprise attaches great importance to the sales plan rather than profits, sales skills training to employees,hope to attract more new customers, and did not consider making the customer satisfied. Advertising and communication stage: enterprise aimed to increase advertising investment, specify more than one advertising agency, brochures and point of sale of all kinds of information. Customers raised expectations, then enterprise often difficult to meet customer expectations. This phase output is not easy to measure and competitive imitation. Development stages: the stage enterprises realize new customer needs, so the introduction of many new products and services, products and services to spread. Emphasis is on new product development process. Began to market segments, establish a strong brand. Differentiation stage: enterprise positioning, through strategic analysis for differentiation, formulate clear strategy. Deeper market segmentation and market research, marketing planning, marketing, training, strengthen the brand operation. Stage customer service: customer service training, improve the service of external promotion behavior. Profitability is influenced by a certain degree even unable to continue. No process and system support. Service quality: service quality gap. Letter is from the customer analysis, customer behavior research. Design service blueprint but failing to retain old customers. Integration and relationship marketing stage: constantly research on customers and competitors. Pay attention to all the key market. Strict analysis and integrated marketing plan. Balance on the basis of marketing, marketing activities, improve procedures and systems, improve measures to retain old customers. In the 1990 s, relationship marketing becoming the focus of marketing companies, the service marketing into a new realm.3.3 The general characteristics of service marketingThe service can be divided into two categories in real economic life. Is a kind of service products, products for customers to create and provide the core interests of mainly from the intangible service? The other is a service function, mainly from the core of the product form, intangible services just to meet the customer's main demand. Berry and opera win Frey Mr. Subramanian 汄for, in the product source of core interests, tangible composition than intangible components, so the product can be regarded as a kind of "commodity" (refers to the tangible products). If the intangibleingredients than tangible elements, then the product can be regarded as a "service". Consistent with the service of this distinction, service marketing research formed the two fields, namely the service product marketing and customer service. The essence of service product marketing is the study of how to promote as a product of service exchange. Customer service marketing is the nature of the research how to use the service as a marketing tool to promote the exchange of tangible products. However, both service product marketing, and customer service marketing, the core concept of service marketing is customer satisfaction and customer loyalty, by obtaining customer satisfaction, and loyalty to promote mutually beneficial exchange, finally realizes the marketing performance improvements and the long-term growth of the enterprise.译文企业服务营销策略研究Mender G摘要任何企业的经营活动都是存在并依赖于一定社会环境的，只要周围的环境发生了变化，企业就会启动调节系统来适应环境并来维持自己的生存。
酒店服务质量管理外文文献翻译
酒店服务质量管理外文文献翻译This article examines the issue of service quality management in the hotel industry。
The importance of providing high-quality service to customers is emphasized。
as it is a key factor in customer XXX can use to improve their service quality。
such as employee training。
customer feedback。
and service recovery。
nally。
the article highlights the role of technology in service quality management and the XXX.In the hotel industry。
providing high-XXX service during their stay。
and any ings in service quality can lead to negative reviews and a loss of business。
Therefore。
XXX service quality management in order to XXX.XXX employees。
hotels XXX。
problem-solving。
XXX。
hotels XXX.XXX of service quality management is service recovery。
Even with the best ns and efforts。
mistakes and service failuresXXX must have a plan in place for addressing these XXX refunds。
酒店营销策划方案英文版
酒店营销策划方案英文版1. IntroductionThe purpose of this marketing plan is to outline strategies and tactics to promote and advertise a hotel, and ultimately increase its occupancy rates, brand awareness, and revenue. This plan will focus on targeting both leisure and business travelers, using multiple marketing channels and tactics to reach the desired target audience effectively.2. Current Situation Analysis2.1 Market AnalysisConduct a thorough analysis of the market to identify the target audience, the competition, and current market trends. Understand the demographics, psychographics, and preferences of the target audience, as well as the strengths and weaknesses of the competitors.2.2 SWOT AnalysisConduct a SWOT analysis to identify internal strengths and weaknesses of the hotel, as well as external opportunities and threats. This analysis will help identify areas that need improvement and areas where the hotel can gain a competitive advantage.3. Marketing ObjectivesClearly define the marketing objectives for the hotel, which should be specific, measurable, achievable, relevant, and time-bound (SMART). Examples of marketing objectives could include increasing occupancy rates by 10% within the next year, increasing revenue by 15% within the next six months, and improving brand awareness through social media by 20% within the next quarter.4. Target AudienceIdentify the target audience for the hotel, based on the market analysis. This should include demographics (age, gender, income, etc.), psychographics (lifestyle, interests, preferences), and behavior (travel habits, booking patterns, etc.). Understanding the target audience will help tailor marketing messages and campaigns accordingly.5. Marketing Strategies5.1 Branding and PositioningDevelop a strong brand for the hotel, with a clear positioning that differentiates it from the competition. This should include a unique value proposition and messaging that resonates with the target audience. Create a brand identity that reflects the hotel's personality and values, and consistently communicate it across all marketing channels.5.2 Online MarketingUtilize various online marketing channels to reach the target audience effectively. This could include a responsive website with optimized content and booking functionality, search engine optimization (SEO) to improve visibility in search engine rankings, pay-per-click (PPC) advertising, email marketing campaigns, and social media marketing. Regularly monitor and analyze online marketing efforts to optimize campaigns and increase conversions.5.3 Offline MarketingImplement offline marketing tactics to complement online efforts and reach potential customers in different ways. This could include print advertising in local magazines or newspapers, radio or TV advertisements, brochures and flyers in tourist information centers, and partnerships with local businesses for cross-promotion.5.4 Loyalty ProgramsImplement a loyalty program to encourage repeat business and increase customer retention. Offer incentives for frequent guests, such as discounted rates, room upgrades, or exclusive access to hotel amenities. Regularly communicate with loyalty program members through targeted email campaigns to inform them about special offers and promotions.6. Marketing Tactics6.1 Content MarketingDevelop engaging and informative content that promotes the hotel and its unique features. This could include blog posts, articles, videos, and infographics. Share content through the hotel's website, blog, and social media channels to attract and engage the target audience. Optimize content for search engines to improve organic rankings and increase visibility.6.2 Social Media MarketingCreate and maintain a strong presence on social media platforms frequented by the target audience, such as Facebook, Instagram, Twitter, and LinkedIn. Regularly post engaging content, respond to comments and messages, and encourage user-generated content through contests or promotions. Use social media advertising to reach a wider audience and increase brand awareness.6.3 Influencer MarketingPartner with influential individuals or travel bloggers who have a significant following in the target audience. Collaborate with them to create content that promotes the hotel and its unique offerings. This could include sponsored blog posts, social media mentions, or live-streaming events. Leveraging influencers can help increase brand visibility and credibility.6.4 Events and PartnershipsHost or sponsor events that align with the hotel's target audience and brand values. This could include hosting networking events for business travelers, partnering with local attractions or events, or organizing themed parties or workshops. By associating the hotel with these events and partnerships, brand awareness can be increased and new customer segments can be reached.7. Budget and EvaluationDetermine the marketing budget required to implement the marketing strategies and tactics outlined in this plan. Allocate funds to different marketing channels and campaigns based on their estimated return on investment. Regularly monitor and evaluate the effectiveness of marketing initiatives by tracking key performance indicators (KPIs) such as occupancy rates, revenue, website traffic, social media engagement, and customer feedback. Adjust marketing activities as needed based on performance evaluation.8. ConclusionBy implementing the strategies and tactics outlined in this marketing plan, the hotel can effectively promote its brand, attract the target audience, increase occupancy rates, and ultimately achieve its marketing objectives. Regularly monitor and adjust marketing efforts based on market trends, customer feedback, and performance evaluation to stay competitive and maximize results.。
酒店业服务质量管理研究-外文文献翻译
毕设附件外文文献翻译原文及译文(3500 字)原文Study of Service Quality Management in Hotel IndustryBorkar; SameerAbstractIt is an attempt to understand the role of quality improvement process in hospitality industry and effectiveness in making it sustainable business enterprise. It is a survey of the presently adopted quality management tools which are making the hotels operations better focused and reliable and meet the customer expectations. Descriptive research design is used to know the parameters of service quality management in hospitality industry. Exploratory research design is undertaken to dig out the service quality management practices and its effectiveness. Data analysis is done and presented; hypothesis is tested against the collected data. Since the industry continuously tries to improve upon their services to meet the levels of customer satisfaction; Study presents tools for continuous improvement process and how it benefits all the stake holders. It can be inferred from the study that the hotel implement continuous improvement process and quality management tools to remain competitive in the market. The study involves hotels of highly competitive market with limited number of respondents. This limits the study to hotel industry and has scope of including other hospitality service providers as well.Keywords: Customer Satisfaction, Perception, Performance Measurement, Continuous, Improvement Process.IntroductionIt has brought paradigm shifts in the operations of hospitality industry. The overall perspective of the industry is changed due to introduction of new techniques and methods of handling various processes. Awareness among the hoteliers and the guests has fuelled the inventions focused on operations. The increased sagacity of customer satisfaction led to the use of high standards of service in industry. The new service parameters made the hoteliers to implement quality management as an effective aid. It has significantly affected hotels' ability to control and adapt to changing environments. The use of new techniques began with the simple motive of sophistication and precise activities in the given field of operation which may result in high standards of service in global economy and has allowed the rise of a leisure class.Conceptual Framework This study of Service quality management in hospitality industry is an attempt to understand the presence of quality improvement process in hospitality industry and effectiveness in making it sustainable business enterprise. It is a survey of the presently adopted quality management tools which are making the hotels operations safer, focused and reliable and meet the customer expectations.As the hospitality industry becomes more competitive there is an obvious need to retain clientele as well as increasing profitability and hence management professionals strive to improve guest satisfaction and revenues. The management professionals whom are striving for these results however often have limited understanding of research surrounding the paradigms of guest satisfaction and loyalty and financial performance. This research paper shall enlighten some of the variables and important facts of service quality resulting into guest satisfaction.Review of LiteratureCustomers of hospitality often blame themselves when dissatisfied for their bad choice. Employees must be aware that dissatisfied customers may not complain and therefore the employees should seek out sources of dissatisfaction and resolve them. (Zeithaml V., 1981, p.186 -190)It is said that service quality is what differentiates hospitality sector, however there is not an agreed definition of what service quality is. There is however a few different suggestions of how to define service quality. Dividing it into technical, functional and image components; (Greenrooms C., 1982) another is that service quality is determined by its fitness for use by internal and external customers. It is accepted that service quality is depends upon guest's needs and expectations. A definition of service quality state that quality is simply conformance to specifications, which would mean that positive quality is when a product or service specific quality meet or exceed preset standards or promises. This however seems like an easy viewwithin the hospitality industry. The alternative definitions read as follows: 1) quality is excellence; 2) quality is value for money; 3) quality is meeting or exceeding expectations. This appears better aligned with ideas which exist within hospitality management than the first mentioned simplistic approach. Service quality and value is rather difficult to calculate, companies must therefore rely on guest's quality perceptions and expectations to get consistent results which is best achieved by asking guest's questions related to expectations and their perceptions of the service quality, which can effectively be achieved through carefully designed surveys.A major problem with service quality is variability and limited capability and robustness of the service production process. (Gummesson E., 1991) Hotels consumers have well-conceived ideas about service quality and quality attributes are considered important for most types of services, the absence of certain attributes may lead consumers to perceive service quality as poor. The presence of these attributes may not substantially improve the perceived quality of the service. Most customers would be willing to trade some convenience for a price break, and that the behavior, skill level and performance of service employees are key determinants of perceived quality of services. This is a major challenge in improving or maintaining a high level of service quality. (Tigineh M. et al 1992)Studies focusing on service quality management suggest that service firms spend too little effort on planning for service quality. The resultant costs of poor service quality planning lead to lower profitability as part of the service failures.(Stuart F., et al 1996)When discussing satisfaction, it is important to understand that guest's evaluation of service comprise of two basic distinct dimensions: service delivery and service outcome (Mattila, 1999). Research indicates that how the service was delivered (perceived functional quality) is more important than the outcome of the service process (technical quality). This research clearly indicates that effort by staff have a strong effect on guest's satisfaction judgments.Companies delivering services must broaden their examination of productivity to help settle conflicts – the leverage synergies – between improving service quality and boosting service productivity. ( Parasuraman A. 2002)A key activity is to conduct regularly scheduled review of progress by quality council or working group and management must establish a system to identify areas for future improvement and to track performance with respect to internal and external customers. They must also track the changing preferences of customer. Continuous improvement means not only being satisfied with doing a good job or process. It is accomplished by incorporating process measurement and team problem solving an all work activities. Organization must continuously strive for excellence by reducing complexity, variation and out of control process. Plan-D-Study-Act (PDSA) developed by Shewhart and later on modified by Deming is an effective improvement technique. First Plan carefully, then carry out plan, study the results and check whether the plan worked exactly as intended and act on results by identifying what worked as planned and what didn't work.Continuous process improvement is the objective and these phases of PDSA are the framework to achieve those objectives. (Besterfield D. et al 2003) The 'servicescape' -is a general term to describe the physical surroundings of a service environment (Reimer 2005, p. 786) such as a hotel or cruise ship. Guests are sometimes unconsciously trying to obtain as much information as possible through experiences to decrease information asymmetries This causes guests to look for quality signals or cues which would provide them with information about the service, which leads us to 'cue utilization theory'. Cue utilization theory states that products or services consist of several arrays of cues that serve as surrogate indicators of product or service quality. There are both intrinsic and extrinsic cues to help guests determine quality. Consequentially, due to the limited tangibility of services, guests are often left to accept the price of the experience and the physical appearance or environment of the hotel or cruise ship itself as quality indicators. Though there are many trade and academic papers discussing guest satisfaction has been published, one can note that limited attention has been paid to the value perception and expectations guests have towards product delivery and influence price guests pay for an experience has on satisfaction and future spending. Furthermore it is also known that the role of pricing in relation to guest determinants of perceived quality of services. This is a major challenge in improving or maintaining a high level of service quality. (Tigineh M. et al 1992) Studies focusing on service quality management suggest that service firms spend too little effort on planning for service quality.The resultant costs of poor service quality planning lead to lower profitability as part of the service failures. (Stuart F., et al 1996)When discussing satisfaction, it is important to understand that guest's evaluation of service comprise of two basic distinct dimensions: service delivery and service outcome (Mattila, 1999). Research indicates that how the service was delivered (perceived functional quality) is more important than the outcome of the service process (technical quality). This research clearly indicates that effort by staff have a strong effect on guest's satisfaction judgments. Companies delivering services must broaden their examination of productivity to help settle conflicts –the leverage synergies –between improving service quality and boosting service productivity. ( Parasuraman A. 2002)Telephonic conversation with peers and friends in hospitality industry worked a wonder giving lots of inputs in drafting this paper. Secondary data sources- For this study, data sources such as hospitality journals, Books on service quality management, organization behavior, URL on internet of various hospitality majors. Referring hospitality publications were helpful in knowing the current inventions in industry.Research Tools: Descriptive research design is used to know the attributes of service quality management in hospitality industry. Exploratory research design is undertaken to dig out the service quality management practices and its effectiveness. Data analysis is done and presented in tables. The hypothesis is tested against the collected data.Hypotheses: The hypotheses framed for the subject areHypothesis 1: Implementing service quality management as a tool for improvement in Customer Satisfaction.Hypothesis 2: Practicing Continuous Improvement program has benefited hotel. Limitation & Scope of the Study: Though there was a specific questionnaire used for collecting information, the objective of the paper was well discussed with the every contributor and whatever the information was provided by these sources is arranged for further analysis. The analysis of the available data is done on the relevance to the topic. The effectiveness of the technology in conservation of resources was always a point of consideration. The data is sifted for making it as precise as possible.Analysis and DiscussionsThere is a significant relationship between service quality management and customer satisfaction. In hospitality industry, the customer satisfaction variables such as Availability, Access, Information, Time, delivery of service, availability of personal competence, Comfortable and safer atmosphere and pollution free environment are of prime concern to every hotelier. The industry continuously tries to improve upon their services to meet the levels of customer satisfaction.The intangible nature of the service as a product means that it could be very difficult to place quantifiable terms on the features that contribute to the quality and measurement of the quality of the product is a problem for Service quality management.The customer is frequently directly involved in the delivery of the service and as such introduces an unknown and unpredictable influence on the process. The customer variability in the process makes it difficult to determine the exact requirements of the customer and what they regard as an acceptable standard of service.This problem is magnified as it is often judgmental, based on personal preferences or even mood, rather than on technical performance that can be measured. Every hotel has a target market to cater which has very specific requirement in terms of expected and perceived quality of service.The customers come with different perception of quality every time they come to hotel and this makes it quite difficult to define quality and set the level of it. It requires hotel to continuously compare their perception against customer perception in terms of satisfaction measurement with performance measurement. The study has shown that the effective tools which management of various hotels uses for continuous improvement process and how it is dissipated amongst all the stake holders.译文酒店业服务质量管理研究博卡;萨米尔摘要本文旨在研究酒店业中质量改进过程的作用以及如何有效地推动企业的可持续发展。
营销策略业务英文文献及翻译
营销策略业务英文文献及翻译1 IntroductionMarketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad t hat generates record-breaking volume for a retail store one month is repeated the following month and b ombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The s ame item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery elude s solution but demands attention. The success of an enterprise and development of enterprises depends to a large extent on whether or not they have advanced, meet the needs of the enterprise marketing strateg y. For Marketing is the definition, The well-known American scholar Philips marketing of the core marke ting concept of the following description : "Marketing is individuals or groups to create, provide and exc hange with other valuable products, to satisfy their own needs and desires of a social activities and mana gement process. " In the core concept contains a number of elements: needs, desires and needs; Products or provide; Value and satisfaction; exchange and transactions; and networking; market; Marketing and sa les were a series of concept.This article is devoted to the idea that your marketing results can be improved through a better Understa nding of your customers. This approach usually is referred to as the marketing concept.Putting the customer first is probably the most popular phrase used by firms ranging from giant conglom erates to the corner barber shop, but the slogan zing is often just lip service. The business continues to operate under the classic approach -- "Come buy this great product，if you dedicate your activities e xclusively to solving your customer's problems. The quality of services, and enterprises to culti vate customers satisfaction and loyalty, and can create enterprise value.Any marketing program has a better chance of being productive if it is timed, designed and w ritten to solve a problem for potential customers and is carried out in a way that the customer understands and trusts. The pages that follow will present the marketing concept of putting th e customer first. Marketing is a very complex subject; it deals with all the steps between deter mining customer needs and supplying them at a profit. In addition to some introductory materi al on marketing, this publication includes practical material on the marketing approaches to bu dgeting, layout design, and headline writing, copywriting and media analysis. So that a clear u nderstanding of enterprise marketing strategy to improve the operations of enterprises.2 The marketing conceptMarket positioning is identifying the target market, enterprises will adopt what marketing m ethods, which provide products and services the target market and competitors to show distincti on, thereby establishing corporate image and obtain favorable competitive position. Market posit ioning is a process of enterprise differentiation process, how to find the differences, identify di fferences and show differences. Today too many similar products, consumers how to choose? Consumers buy what is the justification? On the effective positioning for a solution. Positionin g is the first to propose in the advertising industry, advertising emphasized in the eyes of the public who left the location, And people often prefer preconceptions; If enterprises can target your customers mind to establish a definite position, to the consumer a reason to buy, enterpri ses can often compete in an advantageous position.Marketing is an economy built on science, behavioral science and modern management theory on the basis of applied sciences. It enterprise marketing activities and to study law, customers.− Determine what you are now doing to satisfy those wants and needs.− Prepare a marketing plan that allows you to reach out to new customers or to sell more to your present customers.− Test the results to see if your new strategies are yielding the desir ed results.Market research must be used in each of these six steps to help define your business for your customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include− Learning who your customers are and what they want.− Learning how to reach your customers and how frequently you should try to communicate with them.− Learning which advertising appeals are most effective and which ones get no response.− Learning the relative success of is that, properly done, market research is quite expensive, takes time and requires professional expertise. Acquiring all the necessary data to reduce the risk to your venture may cost so much and take so long that you may go out of business. The answer is to find a quick and inexpensive way of getting enough data to help you make the right decision most of the time. Some obvious pitfalls are− Using a sample that does not represent the total market.− Asking the wrong questions.− Not listening to the responses.− Building in biases or predispositions that distort the reliability of information.− Letting arrogance or hostility cut off communi cation at some point in the marketing process.If you have a limited budget, develop the skills to hear what your customers and potential customers are telling you. Some techniques worthy of consideration are− Advisory board -- Occasionally convene a group of local people, whose opinions you respect, to act as a sounding board for new ideas. Choose your group with extreme care; one or two negative thinkerscan distort the thought process of the entire group.− User group -- Gather customers together to discuss new ideas. Their opinions can help you keep your business on track. Pick a neutral setting where the people will talk. Be sure to reward the participants and share the credit for good ideas.− Informal survey -- If you seek feedback from customers by simply asking how was everything? You can be seriously misled. Most people, even those with legitimate complaints, are reluctant to speak out because they are afraid of appearing foolish.对于企业的创造者和提案者而言营销策略是一个谜。
酒店服务质量外文文献翻译
文献出处: : Mbuthia Mbuthia S, Muthoni C, Muchina S. HOTEL SERVICE QUALITY: PERCEPTIONS AND SATISFACTION AMONG DOMESTIC GUESTS IN KENYA [J]. Arabian Journal of Business and Management Review (Oman Chapter), 2013, 2(8): 22-32.原文HOTEL SERVICE QUALITY: PERCEPTIONS AND SATISFACTIONAMONG DOMESTIC GUESTS IN KENYASusan ；Caroline; StephenINTRODUCTION In Kenya, tourism is the foremost earner of foreign exchange and it contributed to to Ksh Ksh Ksh 100 100 100 billion billion billion of of of the the the GDP GDP GDP in in in 2011. 2011. 2011. According According According to to to Republic Republic Republic of of of Kenya Kenya Kenya (2012), (2012), tourism made a direct contribution to the growth of hotel industry and other related sectors. Hotels on the other hand have to invest in managing their relationships with customers customers and and and maintaining maintaining maintaining quality quality quality to to to ensure ensure ensure that that that customers customers customers whose whose whose loyalty loyalty loyalty is is is in in in the the short term will continue to be loyal in the long term. The growth in tourism is well anticipated anticipated as as as evident evident evident in in in studies studies studies and and and analyses analyses analyses conducted conducted conducted by by by experts experts experts and and and relevant relevant organizations in this industry. Kenya is home to host of five star luxury hotels most of multinational owned or franchised franchised such such such as as as Hilton Hilton Hilton Nairobi, Nairobi, Nairobi, Serena Serena Serena hotels hotels hotels and and and the the the Fairmont. Fairmont. Fairmont. There There There is is is also also also a a wide range of domestic hotels and hospitality enterprises whose service offering not only complements those of world class hotels but also serve the domestics guests or tourists. Domestic Domestic tourism tourism tourism especially especially especially in in in the the the developing developing developing world world world has has has for for for a a a long long long time time time been been viewed viewed as as as inconsequential. inconsequential. inconsequential. Gerosa Gerosa Gerosa (2003) (2003) (2003) states states states that that that domestic domestic domestic tourism tourism tourism is is is "often "often overseen", despite case studies showing a greater impact particularly on the informal sector than international tourism. Domestic tourism in in Kenya has Kenya has however received due due focus focus focus from from from tourism tourism tourism agencies agencies agencies for for for instance instance instance the the the Kenya Kenya Kenya Tourism Tourism Tourism Board Board Board planned planned planned to to use use Ksh50 Ksh50 Ksh50 million million million (around (around (around US$ US$ US$ 690 690 690 000) 000) 000) mainly mainly mainly in in in marketing marketing marketing and and and promoting promoting promoting of of domestic tourism in the country (Kenya News Agency, 2004). One of the ways of assessing the impact of such efforts would be to consider the bed occupancy rates by residents. It can be seen from Fig. 1 below that domestic bed occupancy in Kenya has been on the rise since 2002. Notable also is that there was remarkable remarkable growth growth growth in in in occupancy occupancy occupancy for for for the the the 2007/2008 2007/2008 2007/2008 period period period 26.95% 26.95% 26.95% to to to 42.35%. 42.35%. Meaning Meaning that that that domestic domestic domestic guest guest guest have have have become become become an an an important important important customer customer customer segment segment segment that that warrants warrants attention. attention. attention. On On On the the the other other other hand, hand, hand, growth growth growth rates rates rates notwithstanding notwithstanding notwithstanding inconsistencies inconsistencies are are seen seen seen in in the the decline decline to to 34% 34% 34% in in in 2009 2009 2009 which which again points to to some some some sort sort of inconsistency inconsistency a a a gap gap gap which which which requires requires requires some some some critical critical critical attention attention attention especially especially especially in in in relation relation relation to to service quality a gap this study sought to address. This study study having having appreciated the role role the the the domestic domestic hotel guests play in providing the necessary patronage, would like to make a case for studying perception of quality for the services they experience at this hotels. It is important to realize that the domestic guest may not necessarily attract the same kind of attention and receive similar similar kind kind kind of of of service service service as as as a a a foreign foreign foreign guest guest guest in in in some some some hotels hotels hotels as as as they they they may may may be be be treated treated treated as as undeserving. Tourist class hotels are sometimes referred to as 'hotels for the whites' an undertone undertone that that that may may may affect affect affect negatively negatively negatively the the the quality quality quality of of of service service service offered offered offered to to to the the the domestic domestic guest. If If domestic domestic domestic guests guests guests are are are to to to be be be encouraged encouraged encouraged to to to play play play their their their roles roles roles in in in bridging bridging bridging the the seasonality gap that is the core of the international tourism business model, then they have to perceive the services provided as being worth their money value. This study therefore therefore aimed aimed aimed at at at determining determining determining the the the guest guest guest actual actual actual experience experience experience and and and evaluation evaluation evaluation from from from the the stay hence assess how the hotel performed against perceived quality and the effect on guest satisfaction. LITERATURE REVIEW Service quality Quality concept can be viewed in various perspectives in order to fully appreciate the role it plays in the many parts of business organization especially in the hotel industry. According to Bruhn and Manfred (2006) the concept of service quality emerged as a major challenge for service companies. This is because of the characteristics of services; e specially the especially the encounter of provider a nd customer in and customer in t he the service service process, process, process, service service service quality quality quality is is is a a a more more more complex complex complex construct construct construct than than than product product product quality. quality. Indeed Indeed the the the most most most fundamental fundamental fundamental definition definition definition of of of a a a quality quality quality product product product is is is one one one that that that meets meets meets the the expectations of the customer. In hotel industry, quality is defined simply as product conformation to specifications while meeting the expectations of the customer. Since each each customer customer customer have have have their their their own own own expectations, expectations, expectations, and and and then then then service service service quality quality quality remains remains remains a a subjective subjective matter matter matter that that that befits befits befits objective objective objective assessment assessment assessment through through through understanding understanding understanding of of of various various facets of perception, their measurement and how they relate to satisfaction an issue we shall pursue in this proceeding section. Perceived service quality Several authors through their work have tried to conceptualize perceived service quality with varying illustrations especially in reference to the dimensions applied in their their studies. studies. studies. Gronroos Gronroos Gronroos (1984) (1984) (1984) in in in his his his seminal seminal seminal paper paper paper on on on service service service quality quality quality defined defined defined the the perceived quality of a given service as the result of an evaluation process, in which the consumer compares his expectations with his perception of the service received; in other other words, words, words, he he he places places places the the the perceived perceived perceived service service service and and and the the the expected expected expected service service service opposite opposite opposite one one another. another. In In In the the the same same same study, study, study, two two two factors factors factors that that that consumers consumers consumers consider consider consider when when when evaluating evaluating service quality were identified as functional quality and technical quality. The latter being being the the the process process process of of of service service service delivery delivery delivery and and and the the the former former former is is is what what what consumers consumers consumers actually actually receive from the service. Parasuraman et al. (1988) identified five dimensions in their SERVQUAL model. These were tangible elements which are the physical surrounding of the place where the service is delivered for instance how the table is set or room furnishings, reliability which which is is is seller's seller's seller's capability capability capability to to to supply supply supply the the the promised promised promised outputs outputs outputs at at at the the the stated stated stated level level level and and responsiveness responsiveness determined determined determined as as as capability capability capability to to to respond respond respond to to to and and and satisfy satisfy satisfy the the the customer's customer's wishes. Others are assurance- employees' knowledge, politeness and trustworthiness and empathy- willingness and capability to respond to individual customer desires for example example making making making the the the bed bed bed with with with the the the sheets sheets sheets of of of a a a particular particular particular colour colour colour as as as requested requested requested by by by a a customer. 译文译文肯尼亚国内消费者对酒店服务质量的看法和满意度肯尼亚国内消费者对酒店服务质量的看法和满意度苏珊,卡罗琳,斯蒂芬斯蒂芬引言引言在肯尼亚，旅游是最重要的外汇来源,它在2011年为肯尼亚的国内生产总值贡献了1000亿。
企业服务营销策略外文文献翻译最新2016年
企业服务营销策略外文文献翻译最新2016年XXX market。
simply offering high-quality products is not XXX customer service and create a strong brand image in order to XXX marketing strategies。
including customer nship management。
service n。
and service recovery。
and provides examples of XXX.摘要本文探讨了企业开发有效的服务营销策略的重要性。
作者认为，在当今竞争激烈的市场中，仅仅提供高质量的产品是不足以的。
企业必须还提供优秀的客户服务，并创建强大的品牌形象，以吸引和留住客户。
本文研究了各种服务营销策略，包括客户关系管理、服务创新和服务恢复，并提供了成功实施的示例。
作者得出结论，优先考虑服务营销的企业将更好地为长期成功做好准备。
nXXX market。
XXX simply providing high-quality productsis no XXX success。
In order to stand out from the n。
XXX astrong brand image。
This requires the development of effective service marketing XXX.介绍在当今全球化和高度竞争的市场中，企业面临前所未有的挑战。
仅仅提供高质量的产品的传统方法已经不足以保证成功。
为了在竞争中脱颖而出，企业还必须专注于提供优秀的客户服务和创建强大的品牌形象。
这需要开发有效的服务营销策略，帮助企业区别于竞争对手，吸引和留住客户。
XXXXXX new field that has emerged in response to the growing importance of services in the global XXX marketing。
营销外文文献及翻译
外文文献A marketer’s guide to behavioral economicsApirl.2010 • Ned Welch • McKinsey QuarterlyMarketers have been applying behavioral economics-often unknowingly for years. A more systematic approach can unlock significant value.Long before behavioral eco nomics had a name, marketers were using it. “Three for the price of two” offers and extended-payment layaway plans became widespread because they worked—not because marketers had run scientific studies showing that people prefer a supposedly free incentive to an equivalent price discount or that people often behave irrationally when thinking about future consequences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few companies use them in a systematic way. In this article, we highlight four practical techniques that should be part of every marketer’s tool kit.1. Make a product’s cost less painfulIn almost every purchasing decision, consumers have the option to do nothing: they can always save their money for an other day. That’s why the marketer’s task is not just to beat competitors but also to persuade shoppers to part with their money in the first place. According to economic principle, the pain of payment should be identical for every dollar we spend. In marketing practice, however, many factors influence the way consumers value a dollar and how much pain they feel upon spending it.Retailers know that allowing consumers to delay payment can dramatically increase their willingness to buy. One reason delayed payments work is perfectly logical: the time value of money makes future payments less costly than immediate ones. But there is a second, less rational basis for this phenomenon. Payments, like all losses, are viscerally unpleasant. But emotions experienced in the present—now—are especially important. Even small delays in payment can soften the immediate sting of parting with your money and remove an important barrier to purchase.Another way to minimize the pain of payment is to understand the ways “mental a ccounting” affects decision making. Consumers use different mental accounts for money they obtain from different sources rather than treating every dollar they own equally, as economists believe they do, or should. Commonly observed mental accounts include windfall gains, pocket money, income, and savings. Windfall gains and pocket money are usually the easiest for consumers to spend. Income is less easy to relinquish, and savings the most difficult of all.Technology creates new frontiers for harnessing mental accounting to benefit both consumers and marketers. A credit card marketer, for instance, could offer a Web-based or mobile-device application that gives consumers real-time feedback on spending against predefined budget and revenue categories—green, say, for below budget, red for above budget, and so on. The budget-conscious consumer is likely to find value in such accounts (although they are not strictly rational) and to concentrate spending on a card that makes use of them. This would not only incre ase the issuer’s interchange fees andfinancing income but also improve the issuer’s view of its customers’ overall financial situation. Finally, of course, such an application would make a genuine contribution to these consumers’ desire to live within the ir means.2. Harness the power of a default optionThe evidence is overwhelming that presenting one option as a default increases the chance it will be chosen. Defaults—what you get if you don’t actively make a choice—work partly by instilling a perception of ownership before any purchase takes place, because the pleasure we derive from gains is less intense than the pain from equivalent losses. When we’re “given” something by default, it becomes more valued than it would have been otherwise—and we are more loath to part with it.Savvy marketers can harness these principles. An Italian telecom company, for example, increased the acceptance rate of an offer made to customers when they called to cancel their service. Originally, a script informed them that they would receive 100 free calls if they kept their plan. The script was reworded to say, “We have already credited your account with 100 calls—how could you use those?” Many customers did not want to give up free talk time they felt they already owned.Defaults work best when decision makers are too indifferent, confused, or conflicted to consider their options. That principle is particularly relevant in a world that’s increasingly awash with choices—a default eliminates the need to make a decision. The default, however, must also be a good choice for most people. Attempting to mislead customers will ultimately backfire by breeding distrust.3. Don’t overwhelm consumers with choiceWhen a default option isn’t possible, marketers must be wary of generating “ch oice overload,” which makes consumers less likely to purchase. In a classic field experiment, some grocery store shoppers were offered the chance to taste a selection of 24 jams, while others were offered only 6. The greater variety drew more shoppers to sample the jams, but few made a purchase. By contrast, although fewer consumers stopped to taste the 6 jams on offer, sales from this group were more than five times higher.Large in-store assortments work against marketers in at least two ways. First, these choices make consumers work harder to find their preferred option, a potential barrier to purchase. Second, large assortments increase the likelihood that each choice will become imbued with a “negative halo”—a heightened awareness that every option requires you to forgo desirable features available in some other product. Reducing the number of options makes people likelier not only to reach a decision but also to feel more satisfied with their choice.4. Position your preferred option carefullyEconomists assume that everything has a price: your willingness to pay may be higher than mine, but each of us has a maximum price we’d be willing to pay. How marketers position a product, though, can change the equation. Consider the experience of the jewelry sto re owner whose consignment of turquoise jewelry wasn’t selling. Displaying it more prominently didn’t achieve anything, nor did increased efforts by her sales staff. Exasperated, she gave her sales manager instructions to mark the lot down “x½” and departed on a buying trip. On her return, she found that the manager misread the note and had mistakenly doubled the price of the items—and sold the lot.2 In this case,shoppers almost certainly didn’t base their purchases on an absolute maximum price. Instead, t hey made inferences from the price about the jewelry’s quality, which generated a context-specific willingness to pay.The power of this kind of relative positioning explains why marketers sometimes benefit from offering a few clearly inferior options. Eve n if they don’t sell, they may increase sales of slightly better products the store really wants to move. Similarly, many restaurants find that the second-most-expensive bottle of wine is very popular—and so is the second-cheapest. Customers who buy the former feel they are getting something special but not going over the top. Those who buy the latter feel they are getting a bargain but not being cheap. Sony found the same thing with headphones: consumers buy them at a given price if there is a more expensive option—but not if they are the most expensive option on offer.Another way to position choices relates not to the products a company offers but to the way it displays them. Our research suggests, for instance, that ice cream shoppers in grocery stores look at the brand first, flavor second, and price last. Organizing supermarket aisles according to way consumers prefer to buy specific products makes customers both happier and less likely to base their purchase decisions on price—allowing retailers to sell higher-priced, higher-margin products. (This explains why aisles are rarely organized by price.) For thermostats, by contrast, people generally start with price, then function, and finally brand. The merchandise layout should therefore be quite different.Marketers have long been aware that irrationality helps shape consumer behavior. Behavioral economics can make that irrationality more predictable. Understanding exactly how small changes to the details of an offer can influence the way people react to it is crucial to unlocking significant value—often at very low cost.不可或缺的营销四技巧多年来，营销商一直在运用行为经济学，但往往是不自觉地运用。
最新关于酒店服务英文文献
关于酒店效劳英文文献From：P. Kotler , J . Bowen , J . Makens. Marketing for Hospitalityand Tourism ( Third Edition) [M] . Upper Saddle River ,NJ : Pren2 tice - Hall ,2022.Marketing theory suggests that the premise is satisfied with customer loyalty, customer satisfaction, quality service from the customers on the quality of experience, so to develop a scientific and effective quality of service management strategy, to maintain quality and consistent service quality, as hotel companies to shape the core competitive service force the key.The hotel service quality and customer perceived service quality constitute.Hotels provide integrated accommodation, catering, recreational and business activities as one of the services, hotel services, quality of service they provide the features and characteristics combined. The reason why customer's hotel of choice sentiment in favor of because the hotel from the product characteristics to meet customer demand for a break or business interests, but also the characteristics of hotel services (Such as comfort and efficient) just to meet the customer service grades and grade requirements. Service products inseparability of production and consumption, determines the customers interaction with the staff to complete the hotel service features and characteristics (quality of service) experience: they are the appointed time and their related facilities within the room have a right to use the hotel at the same time feel service delivery service means, such as attitude, demeanor, work efficiency. The former is the result of the experience of hotel services, which is to obtain the results of the process of experience, the hotel service quality, including the results of quality and process quality in two parts. Customers measure of the quality of results are usually objective and manageable, because the rooms and other hardware facilities are visible, and its quality, the customer had been prior to use in accordance with national and industry standards are under control, while the process of the quality of hotel services is because it is In the hotel staff and customer interaction behavior and emotional interaction to generate, as measured by both subjective and complex, and therefore can not ignore the hotelservice quality management of service process quality management.And physical quality of the product a different formation mechanism, the hotel service staff and customers interact with a process related facilities, the hotel customers are facing is not "finished product", the hotel is not in production quality, but in the delivery and consumption generates. Hotel customers will be personally involved in the formation of the quality of service, and by comparing the expected service quality and body Inspection of service quality gap, the formation of the hotel's perceived quality of service. When the customer experience of the process and results of better quality than even more than expected level, the customer will be recognized service quality, and thus satisfactory performance, loyalty and repurchase. The quality of customer expectations of the hotel and hotel marketing, publicity, customer past experiences, word of mouth dissemination of mass And personal differences in such factors as the demand is closely related to the hotel manager by managing customer expectations should be to improve the perceived quality of service.2 The hotel service quality causes of the problem analysisFormation process from the hotel service quality point of view, the hotel quality hotel services, a series of internal decision-making and results of the activities: the management of customer expectations of cognitive resolved that the hotel will be the implementation of service standards; staff will be based on standards of service delivery to the customer service; Customer then according to their own perception of hotel service experience and outcome of the process of passing quality. The quality of the formation of links in one or more errors, it will lead to a decline in customer perceived service quality.First of all, if the hotel is not an accurate understanding of customer expectations of service, such as hotel managers do not realize that customers are networked, intelligent devices and electronic management needs, the hotel management had failed to attach importance to the effective management of front-line service, or to reflect "Customer is to reduce the lobby check-in and checkout time" customer expectations, will reduce the customer's perceivedservice quality, leading hotel management to improve the quality of service to other efforts, "come to naught."Secondly, if the hotel fails to address customer expectations of service quality standards for a right, even if the hotel was full and the customer expectations are accurate, also make the quality of service, "poles apart." Such as hotel occupancy rates managers often are most concerned about quality management are not given the highest priority; or hotel service quality standards set bias-oriented rather than focus on customer-oriented operations will reduce the customer's expectations. Another example is to reduce the cost of the hotel from time to time to replace simple counter, the food and beverage refrigerator, hotel management, bureaucracy led to front-line service staff views of quality of service standards do not get enough attention and so on, will cause the decline in the quality hotel services.Again, if the hotel management and poor supervision, the staff did not diligently enforce service quality standards, even if the quality standard of accuracy, the final quality of service would be "counterproductive." Example, ignore the service process management, quality management, lack of awareness of internal marketing to mislead the staff for the smiles and greetings as a task is completed; another example, human resources hotel source management is unable to periodic training of service staff awareness and skills to develop employee performance appraisal system and incentive policies, the lack of service quality evaluation indicators will result in lower quality hotel services.Finally, if the hotel's marketing, publicity and the actual provision of services to inconsistent service delivery process does not reflect the market, the promotion of communication quality of service standards, the hotel's service quality will "come to naught." Consider the hotel marketing department and service delivery due to lack of horizontal communication, the two sides went their own ways, such as foreign propaganda is only one day in advance you can book train tickets, but the real must be three days in advance, or the marketing department exaggerated, over-commitment, will cause the hotel services,features and characteristics of unable to meet target customer needs.3 Improving the quality of hotel service’ concept and strategyThrough the above-mentioned factors affecting the causes of hotel service quality analysis, combined with the characteristics of hotel business itself, you can explore ways to solve the following three aspects of the idea of hotel service quality issues.(A)Improving the quality of hotel services in the hotel business process to create a critical competitive advantage.The hotel's competitive advantage comes from superior quality of service, but it must be clear what kind of factors determine the quality of competitive advantage, is the result of the quality of hotel services, or process quality? Customers, "lobby in three minutes to clear arrival formalities," said satisfied with the reasons for not "settle" this result, but "three minutes" embodied in efficiency. Similarly, Mr. Chang is out of the hotel door Tong soon as the door, "Mr. Zhang, please take care," pleasantly surprised because the doors boy memorize customer names to their work. Hotel service is person to person service, quality of results usually have been written in the hotel industry standards for the management, and service can not form the differences between hotel companies, high-quality process of the quality of service can only come from experience, process quality is to create core competence Hotel force the key. To this end, the hotel managers should do the following work:First, establish a "process quality (rather than the quality of results) is a hotel lifeline" of the business concept in order to hotel contact with various service sectors focus on objects, and further refine the quality standard system and service program system to ensure that front-line employees pay more attention to service standards process, but also indicators of these processes should be the employee performance appraisal and reward or punish an important basis.Second, establish a "hotel employees are an important component of product" product concept, to urge the department of human resourcesmanagement, staff recruitment gateway to good publicity "hotel service is not everyone can do well for all the work, hotel staff must have the quality of services and skills, "this concept, through the implementation of training programs to maximize employee service concept and service skills, so that customers perceived service from the well-trained staff from the heart of service.Third, the establishment of external quality control mechanism, a "mystery shopper research method" to improve the process of hotel service quality. That is, from an external investigator (such as hotel star ratings a member of industry veterans, etc.) to ordinary customer's identity, experience the surveyed hotels, in a real environment for consumption in the perspective of a professional perception hotel contact with customers every step, and to their consumption experiences, feelings, evaluation and other information in order to "customer experience report" under investigation in the form of feedback to the hotel. Compared to the internal quality check with the hotel, "mystery shopper" survey closer to the real level of hotel service quality to enable managers to accurately grasp the status of hotel service quality process, thus take appropriate corrective measures to be improved.(B) Do a good job of marketing management is an important means of improve the quality of hotel services.Hotel services production, transmission and consumption, synchronization, making the hotel front-line employees automatically become a part-time marketing staff, marketing department is no longer a hotel the only sector to communicate with customers. And physical product marketing management and quality management of each separate and distinct, the hotel most of the marketing efforts and quality of service with the formation of synchronized in time and space: to satisfy customer needs a certain extent dependent on hotel quality of service real-time front-line staff, the same line excellent quality of service staff will also help hotels to carry out an external marketing. Therefore, we can think from a marketing point of view to further narrow the gap between the idea of hotel service quality. Should be clear, the relationship betweencharacteristics of the endogenous characteristics of the service, hotel marketing, not merely to seek new customers for the ultimate goal, the marketing department should also undertake and their customer relationship management functions. Marketing to attract the customer to the hotel, but whether these customers become regular customers, to a certain extent depends on the quality of service front-line employees. Therefore, marketing department should carry out customer satisfaction survey in due course to identify the reasons for customer dissatisfaction with the quality of hotel front-line staff to take corrective measures to maximize the maintenance of hotels and customer relations.Secondly, the hotel's marketing positioning ambiguity will cause marketing, advocacy, bias, and thus affect the hotel's grasp of the customer expectations and management. Hotels on the target market, the choice of the decision to develop service standards hotel orientation, if the marketing department in order to solve the short-term financial crisis easily change their position, it will reduce the target customer perceived service quality. Example, business hotels in order to reduce the vacancy rate and discounts to attract the general public trying to take tourists, so although we can not determine whether satisfaction with tourism consumers, but can be sure that the original expectations of business customers have been destroyed, they will be an opportunity to switch to competitors.Finally, the hotel management also must implement the internal marketing ideas. If you want to enable the frontline service employee customer satisfaction, then must ask the hotel's background (including support staff and management) to enable the work of front-line staff satisfaction. Because the customer needs of quality hotel services among the employees are an integral part of the manager must not lose sight of the demand for staff management. Internal marketing is a way to employees as internal customers of the management philosophy should be a hotel marketing management and service quality management an important tool.(C) By managing customer expectations to improve customer perceivedservice quality hotelCustomer service is expected to be offset by excessive feelings of their experience, to lower customer perceived quality. Discussed above are directed at how to improve the quality of customer experience started, here on an analysis to find ways to effectively manage customer expectations. As mentioned earlier, the customer is expected of the hotel services hotel information, past experience, word of mouth communication and customer needs and value function. "Hotel information" over the quality of risk management brought about by poor management resulting from the marketing, and customers, "past experience" and "word of mouth communication" two variables are based on the "have feelings", the customers would soon have to experience the quality of at least not lower than their own or other people "have feelings" to the quality, which requires hotels to be persistent to maintain and improve the quality of service. Managers should recognize that narrowing the gap between the quality of service is by no means a planning, nor is it a sport, but the hotel must persevere, continuous improvement of the strategic work. "Customer demand" variable will affect customer expectations. In common, the current customers increasingly strong demand for Web-based technology, traditional hotel building and the need to strengthen information management, and use of modern high-tech operation of the process of transforming itself to meet customer needs and expectations. It is worth pointing out that modern technology and hotel management can also be combined to form new productive forces, it can not only bring our customers faster and more convenient, personalized service and a wealth of real-time information, but also the hotel into the information age to enable hotels to the use of hi-tech service innovation is possible, particularly in the hotel marketing, quality management, equipment, intelligent control and so on.Another point of note is how to treat star hotel standards, which affect the customer expectations of "value" variable is closely related. The higher the hotel's star higher prices, customers are bound to hotel service qualityexpectations are high. If a three-star hotel with government departments, administrative intervention on the four-star rating, price increases, and customer service to the hotel is expected to also increase, but the original three-star level of service can not be on the four-star quality to satisfy customers expectations, the customer perceived quality will fall, thus lead to customer frustration and negative word of mouth will reduce the hotel occupancy rate, the hotel star to improve the short-term incremental revenues have been the inevitable follow-up to price-cutting promotions dilution, Hotels in the whole process not only more harm than good, but also paid the loss of corporate reputation and customer confidence in this heavy price.Final should be emphasized that, while many hotels have achieved ISO9000 quality certification, it is the quality standard ISO9000 certification, the hotel emphasizes person to person, face to face contact with services. On the one hand, employees are an important part of hotel products, and their behavior will enter the service quality evaluation system; the other hand, the hotel customers to buy is not the finished product, they will be personally involved in the formation of the quality of hotel services, hotel, after all, is not a simple result the product output, ISO9000 are not representative of all the hotel service quality management. Hotel managers must be clear: the quality of service in the whole management process, the hotel how to interpret the quality of service is not important, it is important how the quality of hotel service customers perceive.。
营销外文文献翻译
大连科技学院毕业设计(论文)外文翻译学生姓名杜晨雪专业班级市场营销12-2班指导教师奚伟东职称讲师所在单位管理工程系市场营销教研室教研室主任李逊外文资料翻译——原文Restaurant MarketingRestaurant marketing is both an art and a science that is shrouded in mystery for far too many restaurant owners. Unfortunately, many advertising sales people don’t want you to know what’s really working. They want you to think that the television spots is your competitor who you are running with as well as the answer to all of your sales-building challenges. Not so.This brief report seeks to outline some of the restaurant marketing techniques and principles that are working in successful restaurants around the country.Let’s get started with some of the most frequent ly asked questions restaurant owners ask when seeking a better way to market their restaurants:What are the keys to great restaurant marketingThere are several components of successful restaurant marketing. This isn’t an all inclusive list, but some top strategic marketing issues include:BRANDING:There has been lots of hype over the last few years about branding. We’re all being told we need to do more branding and a better job branding, but no one has really stopped to explain what a brand is and how you build it. A brand is a promise. It’s what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with your restaurant. Brand-building is closing the gap between what you promise and what you deliver. A strong brand is one that has alignment between the promise andexecution. It’s not something that happens when you advertise, and it’s not the fact that people recognize your logo or recall your advertising.POSITIONING:Positioning is an under leveraged restaurant marketing component. Positioning is the place you hold in the customers or prospects mind related to the competition (the cheaper choice, the higher quality choice, et cetera). Effective positioning involves incorporation of your Unique Selling Proposition (U.S.P.). The USP is one thing that only you can claim. It’s a crucial point of differentiation that the competition either cannot or does not claim. An example is Burger King versus McDonald’s. If Burger King can convince you that a flame-broiled burger tastes better than a fried burger, they’ve won the war because McDonald’s will never go into all 14,000 stores and rip out fryers to install char-grilling pits.DUE DILIGENCE:Restaurant marketing doesn’t happen in a vacuum. Effecti ve restaurant marketing must be built on a foundation of a fact and knowledge about the market, your competition, your customers, your Internal Customers, financial history, marketing history, the industry, and outside forces that will impact your business. There is a lot to worry about, but restaurant marketing has to factor these considerations into the overall strategy. Not even Coca-Cola can afford to market to everyone all the time, so effective market research and due diligence can help you be more effective in your restaurant marketing efforts.MENU MIX: Every six to twelve months, you are supposed to conduct an analysis of your menu. This will include profitability analysis and competitive menu analysis. To keep your menu fresh, relevant, and profitable, you are required to know specifically how each item on your menu is performing and also how it stacks up next to your top competition. Think of each item on your menu as a tenant leasing space and it has to earn its right to the space you’ve granted i t.How much should we spend on marketing our restaurantThere are several rules of thumb and ratios in the restaurant industry and there are some for restaurant marketing as well. A typical restaurant should allocate 3% - 6% of sales to marketing. It’s als o a good idea to allocate this money proportionally to your sales volume. It means, if July is your busiest month, you should spend a proportionate amount on your restaurants marketing budget in that month. Fish where the fish are biting. Some restaurant owners merely focus on stagnant periods and think that’s the time when they need to spend money to drive sales, so they spend a big chunk of cash trying to build a happy hour business and forgo building on top of their busy periods. The fact is, there is a reason people aren’t coming in from 4:00 PM –6:00 PM and you’ll be sending valuable marketing dollars down a black hole if you try to advertise in this period. There are nearly one million restaurants in the United States and probably only 2% of them are busy from 4:00 PM –6:00 PM. Marketing can’t change behavior; it can only influence existing behaviors. Spend your marketing dollar on aspects where it will have the best return for your restaurant.How do most restaurants market themselvesIt’s a real mis ery that 80% - 90% of restaurant marketing budgets are spent on new trial – getting a new customer to visit for the first time. This is the least effective place to spend your money on. The majority of new trial efforts are spent on massmedia advertising which is costly and has dismal return on investment. The fact is that a new customer acquisition is 7-10 times more expensive than building restaurant sales through increased frequency, check average and party size. But restaurant marketing isn’t always about what’s most effective, more often, it’s about what everyone else is doing. Restaurant operators notice that their competitors are on television or in the yellow pages or on a billboard and that they should be too. They do this without regarding for wha t’s working. Restaurant owners have to wear so many hats that sometimes they just do what’s easiest – they write a check for mass media advertising and hope for the best. Mass media pays often more attention about feeding ego than driving sales. It’s also impossible for most companies to compete in a toe-to-toe battle with the big guys. Subway spends $290 million per year on television. They can do that because they are a multi-billion dollar enterprise – a title less than 100 restaurant corporations in the world can claim. The question you’ll have to ask yourself is “do we want to jump off the bridge just because so many other people are?Who is doing a great job marketing their restaurant and what works about their restaurant marketing effortsThere are several examples of companies large and small that are doing a great job. I’ll give you some examples of each. On the larger side, Starbucks is doing an awesome job. They spend more money on training than they do on advertising. They do a great job with their internal merchandizing and their menu is much focused.They don’t spend money on mass media and instead focus on a core product line and flawless execution. They are now the fastest growing take-out operation in history.A great example of a regional cha in that’s doing an impressive job with marketing their restaurants is Firehouse Subs. They have strong internal merchandizing, training and culture programs. They also have a very impressive direct mail program. They send out quarterly saturation mailers offering a free sandwich with no strings attached. The mailers draw double-digit responses and drive equally impressive comparable store sales improvements. Research showed that 70% of the people that redeemed the cards became loyal visiting customers with a much higher frequency than the industry average.Examples of successful independent restaurant marketing abound. Charlie Trotters is world-renowned, but you’ve probably never seen a billboard or television spot for them. Charlie Trotters does an incredible job with promotion and positioning the namesake chef as a culinary expert. When you visit Chicago, you want to go to his restaurant just for that reason – not because of any advertising he has done.What are some examples of good restaurant marketing tacticsThere are literally t hundreds of thousands of marketing tactics that you could employ to lift sales at your restaurant. This causes many restaurant operators to think that there is a silver bullet out there that they need to find. There are no silver bullets. One hit wonders may be out there to give you a big spike in sales, but those are rarely sustainable over time. Great marketing is about solid operational execution,effective positioning and the cumulative results of marketing inside the four walls of your restaurant and in the immediate trading area – no-taking-over airwaves.That being said, some good examples of successful restaurant marketing tactics are email marketing, bounce-backs, affinity marketing programs, publicity through event marketing, partnerships with other local retailers and, of course, internal merchandizing such as bathroom signage and menu merchandizing.How do I measure the effectiveness of our restaurant marketingIf you cannot prove the dollars you spend persuade people to do business with you rather than advertise. If you can’t see a direct relationship between marketing and increased sales, your marketing isn’t working.One piece of analysis we have conducted for Clients is to compare the variances, period over period, for sales and marketing expenses. We look to determine a correlation. It’s amazing how frequently we find that there is absolutely no correlation between sales and marketing. The graph here is an actual Client chart that shows this relationship. This was an independent restaurant operation that had a steady period over period sales increase of around 8%. The other line represents their advertising expenditures. As you can see, there is absolutely no correlation between the two lines. For this independent operator, that represented about $150,000 in advertising dollars that could have gone straight to the owners back pocket instead. This restaurant owner had solid operations and he wouldn’t have felt any change in his sales volume for at least a couple of years by canceling his advertising. Theadvertising wasn’t working. After some modifications, we ran the analysis again and found that each dollar spent had a direct impact on sales and showed a positive return on investment that could be measured. There was no measurement before, so it was hard to say with absolute certainty if the advertising was working. The poor marketing was masked by the increases in sales, but one had nothing to do with the other.What is Local Store Marketing and Neighborhood Marketing and does it work for restaurantsLocal Store Marketing and Neighborhood Marketing are basically the same thing. It’s a marketing philosophy that seeks to build competitor proof relationships with customers and employees without a reliance on mass media adv ertising. It’s about all of the elements we’ve discussed so far in this special report plus a whole lot more. Simple fact is, unless you’re one of those 100 restaurant companies that are doing hundreds of millions of dollars in sales per year, you can afford not to focus on Local Store Marketing over advertising. Don’t fall into the trap of jumping off a bridge (and advertising) just because everyone else is. The competitive advantage is found in the fact that many of your competitors are not running effective Local Store Marketing for their restaurant. Local Store Marketing and Neighborhood Marketing are potent tools in a variety of retail business arenas, and the restaurant business is definitely an environment for which it’s well suited.The most difficult fact of marketing is to possess of its competitive advantage: Effective restaurant marketing isn’t easy. It takes a lot of careful research, analysis and testing. It’s also ever evolving, which makes it even more difficult to master. The most difficult part is that restaurant owners are in the restaurant business, not professional marketers. But don’t be discouraged. It’s not all gloom. The fact that effective restaurant marketing is difficult to master is what can give you the competitive advantage. Resist the temptation to change everything at once or to go it all alone. You can start with small aspects and build your marketing competencies over time. In the beginning, do simple programs so you can execute them well and measure the results. And if you’r e not sure if your current marketing is working, save your money until you can prove the dollars invested persuade customers to buy more and more often.From：Aaron Allen. Restaurant Marketing. [EB/OL]. 15th August 2008.外文资料翻译——中文译文餐厅营销餐厅营销不仅是一门艺术，也是一门科学，对于许多餐馆业主它充满了神秘。
服务营销中英文对照外文翻译文献
中英文对照外文翻译文献(文档含英文原文和中文翻译)译文：服务营销“服务营销”是一种通过关注顾客，进而提供服务，最终实现有利的交换的营销手段。
实施服务营销首先必须明确服务对象，即“谁是顾客”。
像饮料行业的顾客分为两个层次：分销商和消费者。
对于企业来说，应该把所有分销商和消费者看作上帝，提供优质的服务。
通过服务，提高顾客满意度和建立顾客忠诚。
服务营销的一般特点：（1）供求分散性服务营销活动中，服务产品的供求具有分散性。
不仅供方覆盖了第三产业的各个部门和行业，企业提供的服务也广泛分散，而且需供方更是涉及各种各类企业、社会团体。
（2）营销方式单一性有形产品的营销方式有经销、代理和直销多种营销方式。
有形产品在市场可以多次转手，经批发、零售多个环节才使产品到达消费者手中。
服务营销则由于生产与消费的统一性，决定其只能采取直销方式，中间商的介入是不可能的，储存待售也不可能。
（3）营销对象复杂多变服务市场的购买者是多元的、广泛的、复杂的。
购买服务的消费者的购买动机和目的各异，某一服务产品的购买者可能牵涉社会各界各业各种不同类型的家庭和不同身份的个人，即使购买同一服务产品有的用于生活消费，有的却用于生产消费，如信息咨询、邮电通讯等。
（4）服务消费者需求弹性大根据马斯洛需求层次原理，人们的基本物质需求是一种原发性需求，这类需求人们易产生共性，而人们对精神文化消费的需求属继发性需求，需求者会因各自所处的社会环境和各自具备的条件不同而形成较大的需求弹性。
同时对服务的需求与对有形产品的需求在一定组织及总金额支出中相互牵制，也是形成需求弹性大的原因之一。
（5）服务人员的技术、技能、技艺要求高服务者的技术、技能、技艺直接关系着服务质量。
消费者对各种服务产品的质量要求也就是对服务人员的技术、技能、技艺的要求。
服务者的服务质量不可能有唯一的、统一的衡量标准，而只能有相对的标准和凭购买者的感觉体会。
服务营销的原则: “顾客关注”的九项原则1、获得一个新顾客比留住一个已有的顾客花费更大。
酒店服务质量外文文献翻译
酒店服务质量外文文献翻译XXX to the country's economy。
with Ksh100 n of GDP generated in 2011.The Republic of Kenya (2012) XXX to the growth of the XXX。
XXX quality。
The growth of the tourism industry is expected。
XXX.XXX DOMESTIC GUESTSHotel service quality is XXX service quality。
The study focuses on the Tangaza and Sarova hotels。
which are among the most popular XXX。
XXX hotels。
and the data collected were analyzed using descriptive statistics.FINDINGSThe XXX service quality of both Tangaza and Sarova hotels as good。
but there were some areas where improvement was needed。
These areas included the availability of parking。
the quality of food。
and the speed of service。
The study also found that the XXX.IMPLICATIONSXXX。
XXX to address customer concerns。
By doing so。
hotels XXX of their service quality and are satisfied with their stay.XXX luxury hotels。
服务营销行业外文文献翻译【精品】
服务营销行业外文文献翻译【精品】服务营销行业外文文献翻译【此文档为word版本可任意编辑】1．外文原文Service marketing" Service marketing" is a closely through the customer, and then provides a service, achieve beneficial exchange marketing. To implement service marketing must first clear the service object. " Who is the customer". Like the drinks industry customers are divided into two levels: Distributors and consumers. For the enterprise. Should take all the distributors and consumers as God, to provide quality services.To improve customer satisfaction and customer loyalty though the service. The general characteristics of the service marketing:(1)supply and demand dispersionService marketing activities, services of supply and demand of the product with dispersion. Not only the cover of various departments and the industry to the tertiary industry, enterprise services are widely dispersed, but the need for supplier is involved in various types of enterprises, social groups.(2)a single marketingTangible products marketing distribution, agents and direct sales to a variety of marketing methods. Service marketing is due to the production and consumption of unity, decide its can take direct way, the middleman's involvement is impossible, impossible also stored for sale.(3)marketing objects are complexService market buyers is multiple, extensive, complex. Buying service consumer purchasing motivation and different purposes, A service purchasers of products may be involved in thecommunity all the various types of family and individual identity, even to buy the same product or service for life, while others used in the production of consumption, such as information, such as communication of post and telecommunications.(4)the service consumer demand elasticityAccording to Maslow hierarchy of needs theory, people's basic material needs is a primary demand, this demand is easy to produce common people, but the people tothe spiritual and cultural consumption demand is secondary to demand, the demand for the social environment and each having the condition caused greater elasticity of demand. At the same time, the demand for services and to tangible products demand in certain organization and the total amount of spending in the mutual and diversionary, is one of the causes of formation of elasticity of demand.(5)service personnel, technology skills, high art requirementService technical, skills, skills directly related with the quality of service. Of a variety of consumer service product quality requirements is the service personnel on the technology, skills, technical requirements. Service services quality may not be the only, unified standards, but only a relatively standard and with the purchaser's sensory experience.Service marketing principles:" customer focus" nine principles1, get a new customer than to keep an existing customer to spend more. Companies to expand their markets, expand the market share of the time, tend to put more energy on the development of new customers, but the development of new customers and retain existing customers will cost more than. In addition, according to the survey data show, new customerexpectations is generally higher than the old customer. This make the development of new customer success rate greatly affected.2, unless you can compensate for the loss of soon, or lose customers will lose forever. Each enterprise to their customer base that division, customers and enjoy the different customer policy. But the business must clearly recognize a little, that each customer is God to us, no matter what they are doing for the company is large or small, we should avoid customer discrimination policy.3, dissatisfied customers than satisfied customers have more " friends". Competitors may use customer dissatisfaction, gradually eroded their loyalty, and in your customer base expanding adverse effects. This is why unhappy customers than satisfied customers have more " friends".4, open communication channels, welcomed the complaints. There are complaints have to work on improving the power, the timely processing of complaints can improve the customer satisfaction customer loyalty, to avoid falling. Open communication channels, for enterprises to collect all the feedback information, facilitates the marketing work..5, the customer is not always right, but how to tell them that they are wrong will produce different results. The customer is not always right. " The customer is always right" is left to the customer, not the enterprise. Enterprises must be found and clear understanding of customer and the position of different reasons, to inform and guide them. Of course, this requires some marketing art and technique, different methods will produce different results.6, the customer has full power of choice. No matter what industry and what products, even the monopoly, we cannotneglect the consumer choice. Market demand is the embodiment of customer demand, is the source of.7, you must listen to the views of customers to understand their needs. Customer service can not be blind, have targeted. The enterprise must listen to the views of customers, understand their needs, and on this basis for customer service, so as to achieve twice the result with half the effort, to improve customer loyalty.8, if you do not believe, how can you hope your customers would like to believe? Enterprises to customers recommend new products or requirements of customers with a cooperation, customers must stand in the perspective, place oneself in others' position to consider. If you think it is reasonable, do not try. Your force forever and customer conflict together.9, if you do not take care of your customers, then people will take care of. The market competition is fierce, competition to each other's customers are always concerned about the. The enterprise must own the customer regular communication and understanding, to solve customer problems. Ignore your customer to customer to competitors relinquished.Service marketing managementIn order to effectively use the service marketing for enterprise purposes, enterprises should according to their own inherent characteristics of service-oriented market segmentation, service differentiation, materiality is changed, standardization and so on, to formulate and implement the scientific marketing strategy, ensure to achieve the goal of enterprise competition.1,service marketing segmentationAny kind of service market, a large number of widely distributed service demand, due to the influence of demandfactors are diverse, service demand has obvious personalized and diversified characteristics. Any company, regardless of its ability to much, cannot fully satisfy different market demands for service, it is not possible for all buyers to provide effective services for the service. Therefore, every enterprise in the implementation of the service marketing strategy when they need to its service market or object segmentation, based on market subdivision selected their own services to target markets, conduct targeted marketing combination strategy, in orderto obtain good marketing effectiveness.2,service differentiationDifferentiated service is a service business in the face of strong competition in the service content, service channels and service image and adopt different from competitors and highlight their own characteristics, to defeat the competitor, in the service market stand the heel of a practice. From the following three aspects:①Product of service tangibility. Through the service facilities such as hardware technology, assurance services consistent service quality and service through be consistent from beginning to end; can show some evidence of service to consumers, enhances the perception ability.②Take different from others' transmission means, quickly and effectively to the enterprise service operation to service recipients.③Pay attention to the use of symbols or special symbols, name or logo to establish the unique image of enterprises.3,service tangibilityTangibility of service is refers to the enterprise with the aid of a variety of services in the process of material factors, theinvisible service product as far as possible entity, tangible, let consumer perception to service products, improve the existing product interests enjoy the service process. Tangibility of service includes the content of three respects:①Product service tangibility. Through the service facilities such as hardware technology, assurance services consistent service quality and service through be consistent from beginning to end; can show some evidence of service to consumers, enhances the perception ability.②Service environment tangible. Service business environment is to provide services and consumers to enjoy the services of specific sites and atmosphere, although it does not constitute the core content of service product, but it can bring to the enterprise" first impressions are strongest " effect, is the indispensable conditions of service products.③Service provider "tangible". The service provider is the direct contact with the consumer enterprise staff, the service quality and character, behavior and consumer engagement means, method, attitude, will directly affect the realization of service marketing, service marketing in order to ensure the validity, enterprises staff services standardized training, let them understanding of enterprise services content and requirement, master of essential servicetechnology and techniques, to ensure that the services they provide and enterprise service goals.4,service standardizationAs service products is not only by service personnel, but also with certain technical facilities and technical conditions, so the service for the enterprise quality management and standardization of services production provided conditions,enterprises can take the technical routine work standardization, can from the following five points to consider:①Starting from the convenience of consumers, improve design quality, make the service process rationalization.②Formulate requirements for consumers to observe the contents of reasonable, civilized language rules, to induce consumers to accept service, normative behavior, and make the enterprise service production norms coincide.③Improving the service facilities, landscaping services environment, so that consumers in the waiting period live comfortable, such as setting seat, placing the books and magazines, post material, as consumers wait and accept services provide good conditions.④The use of price leverage, clearly marked to indicate the different grades, different quality level of service, to meet different levels of consumer demand⑤Standard service provider behavior, create the guests feel at home. Service environment and atmosphere, make the service production and consumption can be ina relaxed, pleasant environment in.2.外文资料翻译译文服务营销“服务营销”是一种通过关注顾客，进而提供服务，最终实现有利的交换的营销手段。
酒店业英文文献及翻译
外文文献Hotel industryPeople have been making a living by providing rooms for travelers ever since the first lodging houses were built to accommodate travelers in ancient times. Today, hotels offer far more than just a room for travel increased. Motels, resort hotels, and convention hotels have been developed to cater to the varied needs of today’s traveling public. At the same time, hotel chains have established themselves as the dominant force in the industry.Motels in the United States evolved from the roadside tourist cabins and tourist courts that were first introduced in the early 1990s in response to the increase in travel. As the automobile began to replace the train as the primary means of travel in the United States, there was an increased demand for roadside accommodations. The first motels began to appear in the 1920s and were usually one-storey buildings, with an average of twenty-five units or rooms.Motels really came of age during the 1950s. Two main factors contributed to the boom in motel construction. One was the development of the interstate highway system, beginning in 1956. The other was the first time, added a number of services. Restaurant swimming pools, and in-room television became standard features.The next step in the development of the motel industry was the move away from highway locations into the downtown sections of large cities. With the increase in air travel, motor hotels also began to move out to the airports.A resort hotel is one that people visit for relaxation, recreation, and entertainment. The idea of the resort hotel was born in the 18th and 19th century Europe. Splendid hotels were built along the French Riviera in the Swiss Alps, and at various mineral springs throughout the continent. The resort hotel in the United States developed with the expansion of the railroads in the second half of the nineteenth century. All catered exclusively to the rich and to the upper middle class. Families stayed for two or three months and returned to the same hotels year after year.With the rise in mass tourism, resort hotels have been established in greet numbers at destinations throughout the world. Some of these luxury resort hotelshave survived, but today they are heavily outnumbered by resort hotels that cater to ordinary people who stay from days to weeks. With increased leisure time and higher wages, many people now take at least one vacation away from home each year. The jet airport has opened up areas of the world that were previously inaccessible to the vacationer. Resort hotel construction boomed in tropical area such as the Caribbean and Hawaii.A convention hotel is one that caters to large group gatherings. The rise of convention hotels has been one of the developments in the hotel industry, and conventioneers now account for almost 20 percent of all hotel guests. Many downtown hotels saw occupancy levels drop during the 1950s and early 1960s as motels captured a larger segment of the market. In response, some hotels began to add facilities for conventions or other group gatherings as a means of survival. At first, conventions were scheduled for off-peak periods, but as the volume of convention business increased, they began to be scheduled year-round.The business of large hotels that cater exclusively to convention groups began going up in the major cities in the later 1960s. They all feature a wide variety of restaurants, banquet rooms, meeting rooms, and convention and exhibition halls. Resort hotels, motels and airport hotels have also begun to offer convention facilities.The arrival of the jet age led to the second major hotel building period of the twentieth century, lasting from 1958 to 1974. In the early part of this period, the hotel chains’ major goals in planning new properties were economy, efficiency, and standardization of design. A Sheraton hotel in Miami, for example, might be almost identical to one nearly 3,000 miles away in Los Angeles. By the late 1960s, however, there was a reaction against this uniformity of design and new hotel architecture was born. The opening of the Hyatt marked a return to the grandeur of the old luxury hotels. Scenic elevators, fountains, waterfalls, trees, huge sculptures, and bars and cafes are included in the lobby so that it was no longer just a place for registration and checkout; it also became the main eating, drinking, and meeting area. The success of the Atlanta Hyatt Regency led to the building of similar atrium hotels in cities and combine commercial, office, and hotel facilities with sports and recreational facilities.The small country inn is a type of lodging place that has survived by offeringincreased service and facilities. In fact, many turn away from such modern conveniences as in-room television, radios, and telephones. Instead, they offer the attraction of old world charm and coziness in a scenic or historic setting. Guests might expect to find working fireplaces in their rooms, handmade quilts on their beds, and antique furniture throughout the inn. Many of the inns are direct descendants of the old inns and taverns that flourished along stagecoach routes 200 years ago. The smaller country inns, sometimes with as few as three or four rooms, are usually run by friendly couples who pride themselves on the comfort and cleanliness of their accommodations and the quality of the food that they serve.Some of the larger chain hotels (e.g. Holiday Inns) use the name inn. Motor inns, however, should not be confused with country inns. The chains use the name to suggest a feeling of warmth and friendliness, though their properties quite different from the more intimate country inns.For centuries, the hotel business could well business could well be described as a cottage industry, because each hotel was a privately-owned, independent enterprise. Occasionally, a well-know hotel would successfully produce a few namesakes under the same management, but such examples were few. The first notable exception was the Caesar Ritz group. E. M. Statler was the first to point out the economic and financial advantages of operating several large hotels under a single management. Despite Statler’s success, the chain concept was slow to catch on in the period between the two world wars. Later on, Conrad Hilton, in particular, became the originator contributing to the growth of the hotel management company. Kemmons Welson and Wallace Johnson, founders of Holiday Inn, fully enriched the chain concept by franchising the Holiday Inn name and establishing a national reservation network.The chains have expanded in a number of ways. One is through direct investment. It means that the headquarters corporation itself puts up the necessary fund to build and operate a new hotel or to buy and renovate an old one. Another is by establishing management contracts with the actual owner of the hotel, whereby the chain actually takes over an empty building and operates it according to its own operating procedures for a fee or for a percentage of the profits. This method is frequently used when the chain expends into a foreign country. A somewhat similar method is the joint venture, a partnership in which both the chain and localinvestors put up part of the capital that is necessary for new construction or the purchase of an existing building. Yet another way widely used is franchising. It is a leasing arrangement that requires the hotel operator to pay a fee for the use of the plans, manuals of procedure and advertising materials. In return, the hotel operator is granted a license to operate a business under the name of the parent corporation. The franchise operator puts up the capital, but he gets a standardized product with a predictable sales potential. He can of course also get a lot of help from the licensing corporation in establishing his operation and then in solving problems that arise after it has opened. Some franchise operations are also joint ventures, with both the corporation and the individual owner supplying part of the initial capital.There are many important competitive advantages that the hotel chains have over the individually operated hotels. The first is the resources and money on advertising and public-relations professionals at chains’ headquarters, who prepare publicity campaigns for the chain as a whole.A second advantage comes from the standardization of equipment and operating procedures. The chains publish detailed manuals that specify standardized procedures to be followed even in such tasks as making beds and setting tables. Even when the different hotels in the chain are not tightly controlled by a central office, it is customary to have an inspection system in order to guarantee the overall standards.The most important and most obvious advantage is the increased efficiency in making and controlling reservations. A guest at one hotel, for instance, can receive confirmation of a room at another within a few minutes. When a chain is owned by an airline, the traveler can make his reservations for flights and for hotel rooms at the same time and place. Hotel chains also make it easy to reserve a room by telephone in key market cities. Many of the chains are, in fact, referral systems rather than corporate owned groups. In a referral system, the operators of individual hotels or motels pay a fee to a group that has joined together in a reservation system. In most cases, the establishment is inspected by the headquarters staff of the chain to ensure that it meets the chain’s standards, it can use the name and advertising symbol, the logo for the group. In that case, the individual operation has become a chain member.Still another advantage for the chains is in increased sales potential for convention.As it is now a commonly accepted idea that conventions should combine business and pleasure, the practice of changing locations every year is very attractive to many sponsoring groups. In this way, the sponsoring group can hold its meeting in one location one year and another the next, while at the time with the assurance of very similar service and costs.Another strong point of the chain system comes from the superior planning and design of hotels. The benefits begin here even before the location is selected, because the chains have access to expensive market research data on site selection and size of the hotel. The large chains hire architects and interior decorators who specialize in hotel work. Many chains often hire consultants to advise them. The chains can either use their expert knowledge directly to build their own hotels or pass it along to others when they participate in a joint venture, a management leasing arrangement, or a franchising operation.Chains management also increases the efficiency of the total organization in other ways. For example, it permits very large bulk purchases for many kinds of equipment and supplies. The accounting and auditing systems of the chains can be centralized. A centralized personnel office for managerial and technical positions throughout the chain also provides an advantage in securing competent people. In the different hotels, management trainees can obtain experience in all the wide variety of skills that go into the operation of a hotel. Later, when they have gained the necessary expertise in several areas, these same people may return to the headquarters to direct and train others.Today, there comes very intensified competition in the hotel industry. After decades of mixed fortunes they would now face a decade when there is slow expansion, or even no growth, but with growing competition. The increased competition could rise from up-market self catering, time sharing, home entertainment and other areas, as well as from producers of a whole variety of consumer products and services. Hoteliers must ensure that they obtain their share of market. In order to do so, they should listen to the market more intense competition.As market keep on changing, it is wise to redefine markets accordingly.Unless customers’ points of view are constantly considered and their demands are best satisfied, there is a danger that present guests and customers may-drift away to competitor and new customers will not be attracted. Furthermore, it is essential to decide the advantages and weakness of one’s products, and at the same time bear in mind the different sources of business and the strength and weakness of one’s competitors. The last point on competitors is that time and money should be spent in selecting the source of business that they are best suited for and where they have the least competition.How to choose the best suitable market and sources of business? First, one should try to get as much information as possible on the hotel. Then, a series of objectively prepared league tables that grade the hotels advantages and limitations should be made. The information required may include the following: broad background information, facilities of the hotel, details of competitive hotels, guests information, activity levels, employees and their selling abilities, specific information on local communities, industry, event, communications and catchment area, and advantage and limitation list of both one’s hotel and competitors.After gathering the information, another series of league tables is required to show the hotel’s position relative to its competitors. The aim of league tables is to put the competition into visible and to show for some sources of business where is more competition and for others less. By linking these finding to the respective advantages and disadvantages of both sides, answers are provided on where to focus one’s sales and market effort.Specifically, the relevant information and league tables may include:1.Make a list of one’s hotel about its competitive advantages. The list willvary depending on the source of business.2.Calculate one’s market share of total competitive capacity and its maincompetitors’ share.3.Consider various tariffs and charges that may occur in the hotel.rmation about the facilities, sales and market capabilities, receivingcapability, location, etc. of the hotel and the competitors.5.Score the grades dependent on the demands of different sources ofbusiness, i.e., businessmen, individual tourists, conference delegates.6.Consider the various potential markets from a number of points of view.If one takes the above-mentioned information and examine one’s own business experience and judgment should help to define more clearly the main sources of business on which one’s hotel should exercise efforts. Never neglect established markets and the business parts of the week, month of year. However, many hotels have natural busy periods, such as Monday and Thursday nights in a week, or the summer season, or the festivals. So it is important to define markets, which will ensure a better profit in one’s off-season periods.Besides the above suggestions or market defining, some special market demands require attention.One is the menu fatigue. Many business executives who eat out often or stay in hotels regularly could suffer from a severe “menu fatigue”. That is when they eat in hotel restaurant or out, they can always tell you every item on the menu without even a glimpse at it. So if a hotelier can regularly try to original and fresh menus, dishes and ideas and promote them in every possible place, this mass market of people will be sure to “beat a path to his/her door”.The second is the active leisure. People are becoming much more health conscious, and many hotels begin to recognize this trend. As the result, facilities such as gym rooms with exercise machines are provided as part of their essential future marketing. Some hotels put a series of maps in the bedroom with directions to nearby parks. They also have a supply of track suits and shoes in case guests have forgotten to bring their own. Even if a hotel is not adjacent to a golf course or a tennis court, they can still do a lot to provide exercise opportunities for the guests and it does not have to be expensive.The third is the female guests. In the past few years, the biggest market growth is perhaps women staying in hotels, or eating in hotel restaurants. Many of the research on women travelers have found that the average woman executive is six years younger than her male counterpart. She tends to be in sales, marketing, public and press relations, or personnel work. Nearly 40% of the trips are to conventions. She is more likely to be single than the typical male travelers. Many women concern much about personal safety and hotel security. They would prefer to eat in the hotel rather than eating out and use room service a great deal when there is available. They want a room which is very clean, attractive and specious with good lighting. They prefer good lights for make-up and the closets highenough to keep her floor length dresses and a good supply of hangers.Hoteliers should be well alert to notice the changes and demands of the markets; otherwise they will be overtaken by the competitors.外文文献译文酒店业自从古时候人们首次建造住宿房屋来招待旅客以来，有些人就以为旅客提供客房为生。
酒店服务营销策略研究外文文献翻译
毕业设计附件外文文献翻译：原文+译文文献出处: Soliman M. The research of hotel service marketing strategy [J]. The Accounting Review, 2016, 2(3): 813-823.原文The research of hotel service marketing strategySoliman MAbstractThe continuous development of the tourism industry, also contributed to the hospitality industry at the same time has more development opportunities facing greater competition. On the tangible product of traditional competition is embodied in the hotel, because the alternative of tangible products and replication, the form of competition is transferred to the service, therefore, has become the hotel marketing service marketing one of the most important aspects. And how to build the perfect hotel service marketing system, how to adopt targeted services marketing strategy can make the hotel get comparative advantage in the fierce competition, gain long-term profits has become a hot topic in the research.Key words: Customer value; Service marketing; Strategy1 IntroductionAlong with market competition intensifying, the hotel industry will also be marketing focus shift from the traditional product marketing to service marketing. And service marketing to win the key lies in whether the hotel can meet the needs of customers, to create more customer value. So this article in the perspective of customer value, customer value is analyzed and the relationship between the service marketing, build the theoretical framework and contents of the hotel service marketing, puts forward the hotel service marketing strategy based on customer value. This can not only link the interests of the demand and supply side of the hotel, meet the demand of the value of multiple stakeholders, but also to the hotel and enhancecustomer value, finally win the competitive advantage and long-term profits. Service marketing research is the general enterprise, there is no specific focus on the hotel industry, nor from the perspective of customer value, and focus on a handful of services marketing management measures, such as WoSiFu's (Worsfold, 1999) and lyn o (Alleyne, et al., 2006), to study the effect on the performance of the hotel service personnel management. The granite (Sigala, 2005) studied the customer relationship in service market. Through the analysis of the above can be found that the current lack of from the perspective of customer value, the study of hotel service marketing strategy. Because of the service marketing emphasizes the "human" factor, emphasize to create customer value, meet the needs of customers and maintain customer loyalty, and to increase market share and expand market share, so as to obtain and strengthen the enterprise the competitive advantage, therefore, from the perspective of customer value study of hotel service marketing strategy is very important and necessary.2 Customer value and service marketingThe connotation of customer valueIn marketing and consumer related literature, the customer value has two different connotations. A case, the customer value refers to the "customer value" of the enterprise, the customer to enterprise's significance and importance. Another kind of cases, the customer value refers to the value of the enterprise is passed to the customer. In this paper, the customer value after taking a definition, namely enterprise create and provide value for customers, customer value of beneficiaries and the owner is the customer. According to Mr. Rove of customer value hierarchy model, in the hotel service marketing in the customer's value also can be divided into three levels, from the bottom up, respectively for the service attribute value, service value and the service goal value results. Service properties level including the particular form of hotel service product, service, environment, quality of service, etc.; Results level is the effect of customers to enjoy the hotel services, including positive and negative two effect. Target level is the most top customer value, including the user's core values, purpose and goals, is the final result of customers to use and enjoy the service.The connotation of service marketingRefers to the service marketing focus on service is in the enterprise management of the marketing function. Suffers from the co-existence of the product itself is service and practice, and no strict boundaries at first, with the improvement of consumption level, consumers are increasingly demanding on the added value of products, and is the concentrated reflection of value-added products technology content, service content, service quality high and low in a sense determines the size of the product added value. Therefore, the service marketing becomes one of the most important aspects of the modern market competition.The customer value and the relationship between service marketingHotel service marketing based on customer value focus is on customer satisfaction, customer satisfaction is a psychological activity, is the demand of customer is satisfied after the pleasure. Customer satisfaction is determined by the size of the customer value, customer value and from the hotel loyalty of staff, staff's loyalty to the hotel depends on the internal services are satisfied. Thus, in the process of hotel service marketing, customer value is the connection marketing service main body, customer satisfaction and loyalty, the hotel to the link between profit and development. Customer value creation is for the hotel service marketing gain and the sources of competitive advantage and value from the customer's perspective, the systematic study of hotel service marketing strategy, not only can effectively link the interests of the hotel service suppliers and demanders, meet the demand of plural value, but also help the Omni-directional and multi-level mining customer value, improve customer loyalty of hotel product. Hotel service marketing implementation is the key to accurately grasp the customer expectations, including explicit expectations and implicit expectations, on the basis of the emphasis on service product portfolio can improve customer perceived value, customer satisfaction. Provide hotel service marketing mainly through added value for customer satisfaction, this is the hotel product core interests, product prices are almost the same to attract customers, customer retention, the only way beyond the competitors.3 The theory framework of hotel service marketing based on customer valueThe hotel service marketing strategy based on customer value theory framework should include the content of the hotel service marketing, function and goal. Should not only include the traditional 4P marketing elements, should increase marketing process according to the particularity of service products and tangible demonstration, etc. Among them, is the core of customer value marketing strategy framework, periphery is an element of marketing strategy, and each function module in multilayer model to clearly define the hotel service marketing strategy formulation, implementation, evaluation and feedback process. As can be seen from the above, the hotel service marketing based on customer value includes six aspects, due to the particularity of pay for the service product; these six aspects have difference with the traditional 4P. The six aspects of marketing strategy formulation needs to related to the allocation of investment. Traditional marketing investment configurations often proceed from enterprises, ignoring the mining of customer value, caused the marketing resources to waste. Therefore, the hotel service marketing investment configuration process should pay attention to maintain old customer and develop new customers, to maximize customer value as the goal, at the same time, must have the corresponding marketing implementation feedback and evaluation mechanisms, so as to form a complete service marketing system, to really improve the comprehensive competitiveness of the hotel.4 Hotel service marketing strategy based on customer valueHotel service product marketing strategyHotel products including tangible products and intangible product of two parts, tangible products including guest room, dining, drinks and a variety of facilities, intangible products means the hotel provides services to customers. The hotel service marketing can not only improve the quality of its tangible products, can create more value. Hotel service product marketing based on customer value includes not only the hotel according to the customer's requirements, all aspects of product, reasonable design of contents to product positioning, market segmentation and provide customer satisfaction products, more contain hotel service brand shaping. Service products is an important part of the hotel product, hotel to fully optimize the content of the serviceproduct, improve the service standard, all in accordance with the service, details, customization, timely change direction, want to have their own unique service products at the same time, in full consideration under the condition of customer requirements and their own conditions, shape the service brand, and let customers experience the concept of brand value and pass by.Hotel services marketing strategyHotel price strategy based on customer value for the hotel to use all kinds of market research methods and the actual marketing experience, as fully as possible to collect the customer to the hotel product value evaluation, so as to provide objective evidence for the customer can accept the price. Price strategy include: discount and free strategy: in this pricing strategy, the endurance of the hotel, we must give full consideration to the customer and their sensitivity to the price, make customer feel real benefit and also bring long-term benefits to hotel's price strategy. Not to benefit, at the time of the peak season push up prices, or at a discount price discount again hurt the feelings of the customer first, damage the interests of the customer. Psychological pricing strategy: pricing is not only a hotel using a strategy to guide consumption, sometimes really is to take care of the customer's mood, give them comfort and feel lucky necessary measures.The hotel service marketing strategy processThe inseparability of the service product shows that the service production process have also been customers as part of the "service products", and for most of the hotel services, its production process and consumption process at the same time, it also makes the service process is always in a state of interaction, including the interaction between the customer and hotel customer interactions with the hotel waiter and interact within the hotel staff. The interaction is between the hotel customers. Due to the interaction between the customer will affect the evaluation of customers for hotel, hotel will therefore lead to the positive interaction, avoid negative interactions. For example, the lobby is not smoking in public place, the hotel will be strict supervision, can't let smokers affect other non-smokers. Smoking at the same time in order to meet the customer's demand, can set up a special smoking area. For thespecial day, to give customers meet the needs of customers for the festival, the hotel can hold some activities, let customers to interact with each other to send lonely, increasing the loyalty of hotel. The interaction is between customer and hotel waiter. In the process of service, the hotel staff must be unfriendly customers give tolerance and understanding, in order to avoid unnecessary disputes brings losses to the hotel. At the same time, the hotel also should strengthen the employee’s too friendly customer training in order to prevent affecting employees and customers is too close to work or to other customers. Interaction between employees, the hotel staff interaction between embodied in the service of each link in the process of cohesion and cooperation.译文酒店服务营销策略研究Soliman M摘要旅游业的不断进展，也促使酒店业在取得了更多进展机缘的同时也面临着更大的竞争。
酒店的服务营销策略研究开题报告、外文翻译
毕业设计（论文）开题报告注：理工类学生偏重于对课题相关知识的理解和实施方案的框架结构，文管类学生偏重于对文献资料的理解与综述。
表格栏高不够可自行增加。
毕业设计(论文)外文资料翻译院系商学院专业市场营销学生姓名班级学号外文出处Christian Gronroos. From scientificmanagement to service management.International Journal of ServiceManagement, 1994, 5(1) 5~20附件：1.外文资料翻译译文（约3000汉字）；2.外文资料原文(与课题相关的1万印刷符号左右)。
附件：1.外文资料翻译译文（约3000汉字）服务营销“服务营销”是一种通过关注顾客，进而提供服务，最终实现有利的交换的营销手段。
实施服务营销首先必须明确服务对象，即“谁是顾客”。
像饮料行业的顾客分为两个层次：分销商和消费者。
对于企业来说，应该把所有分销商和消费者看作上帝，提供优质的服务。
通过服务，提高顾客满意度和建立顾客忠诚。
服务营销的一般特点：（1）供求分散性服务营销活动中，服务产品的供求具有分散性。
不仅供方覆盖了第三产业的各个部门和行业，企业提供的服务也广泛分散，而且需供方更是涉及各种各类企业、社会团体。
（2）营销方式单一性有形产品的营销方式有经销、代理和直销多种营销方式。
有形产品在市场可以多次转手，经批发、零售多个环节才使产品到达消费者手中。
服务营销则由于生产与消费的统一性，决定其只能采取直销方式，中间商的介入是不可能的，储存待售也不可能。
（3）营销对象复杂多变服务市场的购买者是多元的、广泛的、复杂的。
购买服务的消费者的购买动机和目的各异，某一服务产品的购买者可能牵涉社会各界各业各种不同类型的家庭和不同身份的个人，即使购买同一服务产品有的用于生活消费，有的却用于生产消费，如信息咨询、邮电通讯等。
（4）服务消费者需求弹性大根据马斯洛需求层次原理，人们的基本物质需求是一种原发性需求，这类需求人们易产生共性，而人们对精神文化消费的需求属继发性需求，需求者会因各自所处的社会环境和各自具备的条件不同而形成较大的需求弹性。
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毕业设计附件外文文献翻译：原文+译文文献出处: Soliman M. The research of hotel service marketing strategy [J]. The Accounting Review, 2016, 2(3): 813-823.原文The research of hotel service marketing strategySoliman MAbstractThe continuous development of the tourism industry, also contributed to the hospitality industry at the same time has more development opportunities facing greater competition. On the tangible product of traditional competition is embodied in the hotel, because the alternative of tangible products and replication, the form of competition is transferred to the service, therefore, has become the hotel marketing service marketing one of the most important aspects. And how to build the perfect hotel service marketing system, how to adopt targeted services marketing strategy can make the hotel get comparative advantage in the fierce competition, gain long-term profits has become a hot topic in the research.Key words: Customer value; Service marketing; Strategy1 IntroductionAlong with market competition intensifying, the hotel industry will also be marketing focus shift from the traditional product marketing to service marketing. And service marketing to win the key lies in whether the hotel can meet the needs of customers, to create more customer value. So this article in the perspective of customer value, customer value is analyzed and the relationship between the service marketing, build the theoretical framework and contents of the hotel service marketing, puts forward the hotel service marketing strategy based on customer value. This can not only link the interests of the demand and supply side of the hotel, meet the demand of the value of multiple stakeholders, but also to the hotel and enhance customer value, finally win the competitive advantage and long-term profits. Service marketing research is the general enterprise, there is no specific focus on the hotelindustry, nor from the perspective of customer value, and focus on a handful of services marketing management measures, such as WoSiFu's (Worsfold, 1999) and lyn o (Alleyne, et al., 2006), to study the effect on the performance of the hotel service personnel management. The granite (Sigala, 2005) studied the customer relationship in service market. Through the analysis of the above can be found that the current lack of from the perspective of customer value, the study of hotel service marketing strategy. Because of the service marketing emphasizes the "human" factor, emphasize to create customer value, meet the needs of customers and maintain customer loyalty, and to increase market share and expand market share, so as to obtain and strengthen the enterprise the competitive advantage, therefore, from the perspective of customer value study of hotel service marketing strategy is very important and necessary.2 Customer value and service marketing2.1 The connotation of customer valueIn marketing and consumer related literature, the customer value has two different connotations. A case, the customer value refers to the "customer value" of the enterprise, the customer to enterprise's significance and importance. Another kind of cases, the customer value refers to the value of the enterprise is passed to the customer. In this paper, the customer value after taking a definition, namely enterprise create and provide value for customers, customer value of beneficiaries and the owner is the customer. According to Mr. Rove of customer value hierarchy model, in the hotel service marketing in the customer's value also can be divided into three levels, from the bottom up, respectively for the service attribute value, service value and the service goal value results. Service properties level including the particular form of hotel service product, service, environment, quality of service, etc.; Results level is the effect of customers to enjoy the hotel services, including positive and negative two effect. Target level is the most top customer value, including the user's core values, purpose and goals, is the final result of customers to use and enjoy the service.2.2 The connotation of service marketingRefers to the service marketing focus on service is in the enterprise managementof the marketing function. Suffers from the co-existence of the product itself is service and practice, and no strict boundaries at first, with the improvement of consumption level, consumers are increasingly demanding on the added value of products, and is the concentrated reflection of value-added products technology content, service content, service quality high and low in a sense determines the size of the product added value. Therefore, the service marketing becomes one of the most important aspects of the modern market competition.2.3 The customer value and the relationship between service marketingHotel service marketing based on customer value focus is on customer satisfaction, customer satisfaction is a psychological activity, is the demand of customer is satisfied after the pleasure. Customer satisfaction is determined by the size of the customer value, customer value and from the hotel loyalty of staff, staff's loyalty to the hotel depends on the internal services are satisfied. Thus, in the process of hotel service marketing, customer value is the connection marketing service main body, customer satisfaction and loyalty, the hotel to the link between profit and development. Customer value creation is for the hotel service marketing gain and the sources of competitive advantage and value from the customer's perspective, the systematic study of hotel service marketing strategy, not only can effectively link the interests of the hotel service suppliers and demanders, meet the demand of plural value, but also help the Omni-directional and multi-level mining customer value, improve customer loyalty of hotel product. Hotel service marketing implementation is the key to accurately grasp the customer expectations, including explicit expectations and implicit expectations, on the basis of the emphasis on service product portfolio can improve customer perceived value, customer satisfaction. Provide hotel service marketing mainly through added value for customer satisfaction, this is the hotel product core interests, product prices are almost the same to attract customers, customer retention, the only way beyond the competitors.3 The theory framework of hotel service marketing based on customer valueThe hotel service marketing strategy based on customer value theory framework should include the content of the hotel service marketing, function and goal. Shouldnot only include the traditional 4P marketing elements, should increase marketing process according to the particularity of service products and tangible demonstration, etc. Among them, is the core of customer value marketing strategy framework, periphery is an element of marketing strategy, and each function module in multilayer model to clearly define the hotel service marketing strategy formulation, implementation, evaluation and feedback process. As can be seen from the above, the hotel service marketing based on customer value includes six aspects, due to the particularity of pay for the service product; these six aspects have difference with the traditional 4P. The six aspects of marketing strategy formulation needs to related to the allocation of investment. Traditional marketing investment configurations often proceed from enterprises, ignoring the mining of customer value, caused the marketing resources to waste. Therefore, the hotel service marketing investment configuration process should pay attention to maintain old customer and develop new customers, to maximize customer value as the goal, at the same time, must have the corresponding marketing implementation feedback and evaluation mechanisms, so as to form a complete service marketing system, to really improve the comprehensive competitiveness of the hotel.4 Hotel service marketing strategy based on customer value4.1 Hotel service product marketing strategyHotel products including tangible products and intangible product of two parts, tangible products including guest room, dining, drinks and a variety of facilities, intangible products means the hotel provides services to customers. The hotel service marketing can not only improve the quality of its tangible products, can create more value. Hotel service product marketing based on customer value includes not only the hotel according to the customer's requirements, all aspects of product, reasonable design of contents to product positioning, market segmentation and provide customer satisfaction products, more contain hotel service brand shaping. Service products is an important part of the hotel product, hotel to fully optimize the content of the service product, improve the service standard, all in accordance with the service, details, customization, timely change direction, want to have their own unique serviceproducts at the same time, in full consideration under the condition of customer requirements and their own conditions, shape the service brand, and let customers experience the concept of brand value and pass by.4.2 Hotel services marketing strategyHotel price strategy based on customer value for the hotel to use all kinds of market research methods and the actual marketing experience, as fully as possible to collect the customer to the hotel product value evaluation, so as to provide objective evidence for the customer can accept the price. Price strategy include: discount and free strategy: in this pricing strategy, the endurance of the hotel, we must give full consideration to the customer and their sensitivity to the price, make customer feel real benefit and also bring long-term benefits to hotel's price strategy. Not to benefit, at the time of the peak season push up prices, or at a discount price discount again hurt the feelings of the customer first, damage the interests of the customer. Psychological pricing strategy: pricing is not only a hotel using a strategy to guide consumption, sometimes really is to take care of the customer's mood, give them comfort and feel lucky necessary measures.4.3 The hotel service marketing strategy processThe inseparability of the service product shows that the service production process have also been customers as part of the "service products", and for most of the hotel services, its production process and consumption process at the same time, it also makes the service process is always in a state of interaction, including the interaction between the customer and hotel customer interactions with the hotel waiter and interact within the hotel staff. The interaction is between the hotel customers. Due to the interaction between the customer will affect the evaluation of customers for hotel, hotel will therefore lead to the positive interaction, avoid negative interactions. For example, the lobby is not smoking in public place, the hotel will be strict supervision, can't let smokers affect other non-smokers. Smoking at the same time in order to meet the customer's demand, can set up a special smoking area. For the special day, to give customers meet the needs of customers for the festival, the hotel can hold some activities, let customers to interact with each other to send lonely,increasing the loyalty of hotel. The interaction is between customer and hotel waiter. In the process of service, the hotel staff must be unfriendly customers give tolerance and understanding, in order to avoid unnecessary disputes brings losses to the hotel. At the same time, the hotel also should strengthen the employee’s too friendly customer training in order to prevent affecting employees and customers is too close to work or to other customers. Interaction between employees, the hotel staff interaction between embodied in the service of each link in the process of cohesion and cooperation.译文酒店服务营销策略研究Soliman M摘要旅游业的不断发展，也促使酒店业在获得了更多发展机会的同时也面临着更大的竞争。