洲际酒店员工培训l

Brand Features 品牌特色
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Target Customers 目标客户
2 Key Target customers for Crowne Plaza 皇冠品牌的两类重要目标客户
All Meeting organisers 所有的会议组织者
“Thoughtful Achievers” Business Travellers “深谋远虑的成功人士”－商务散客
Make It Happen 梦想成真
AGENDA 日程安排
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Agenda 日程安排
• Welcome, Introduction and Objectives 欢迎、介绍与课程目标展示 • Make it Happen – The Big Picture 梦想成真 – 画卷展示 • The Thoughtful Achiever 深谋远虑的成功人士
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Brand Proposition 品牌定位
There are many meetings product, but no one does meetings well. Crowne Plaza will focus and dominate corporate meetings (formal and informal) as a Brand 市场上的会议产品并不少，但没有做的非常出色 的。作为酒店品牌，皇冠将着眼于为公司的正式 和非正式会议提供服务并在此领域占统治地位 “We are excellent at meetings,hence, we are an excellent business hotel” 在会议方面我们做得很成功，因此，我们是出色 的商务酒店.
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Customer’s shoes
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Consumer Insight 客人观点 What our customers told us 客人告诉我们：
• I use upscale business hotels for business interaction 因为商业活动的原因，我入住高档商务酒店 •No hotel brand consistently and completely delivers the important services for small and medium sized meetings 目前没有酒店品牌能够持续不断并且全面地为小 型和中型会议提 供重要服务
I want to deal with staff that are efficient, anticipatory and friendly to the right degree 我希望的酒店员工是有效率的，能够预知我的需求，友好的。
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So how are we different from the rest? Point of Difference
• Explain the Crowne Plaza brand positioning and list the 4 Crowne Plaza keys 解释皇冠品牌的定位并列出皇冠品牌的四 个关键因素 Describe the target guest and give two examples of the rational needs they are likely to have when staying in a Crowne Plaza hotel and two examples of emotional needs 描述目标客户的含 义，分别列举出这些目标客户入住皇冠品牌酒店的两个理性 原因和两个感性原因 Describe and demonstrate the four-step strategy for how to care for the target guest and enable them to have ‘Successful Interactions’ in Crowne Plaza Hotels 描述并展示关心目标客 户并使其能够在皇冠品牌酒店体验成功服务的四步战略 Understand and be able to explain your role in the Crowne Plaza Strategy through Make It Happen 理解并且能够解释自 己在皇冠品牌酒店“梦想成真”战略中的角色
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Our Customers - Who They Are 我们的客人 – 他们是什么样的？
Characteristics of 讨 Thoughtful 论 Achievers ？ 深谋远虑的 成功人士 的特征
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Frequent business travellers 经常出差的旅行者 Middle-senior managers 中高层管理者 Achievement oriented 向往成就 Enjoy business travel 喜欢商务旅行 Appreciate technology 崇尚新技术 Appreciate quality 追求质量
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Agenda 日程安排
• Make It Happen – The C.O.R.E. Strategy 梦想成真–核心战略 • The Meeting Moments Game 会聚时刻游戏
• Wrap-up and Close 总结和结束
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Programme Objectives 课程目标
At the end of this workshop you will be able to: 在本课程结束后，你将能够：
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The Big Picture: Objective 展示画卷－章节目标 By the end of this session you will be able to: 本章节结束后，你将能够： • Explain the Crowne Plaza brand positioning 解释皇冠品牌的定位 • List the 4 Crowne Plaza keys 列举皇冠品牌的四个关键因素
Brand Values 品牌价值观
Emotional Benefits 情感收益
Functional Efficient Support, Reliability, Connectivity, Anytime Anywhere Business 有效支持，可靠，联系，随时随地的商务活动 Benefits 功能效益
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TRUST 信任
• All relationships are created on the basis of trust. And we must gain the trust of our guests by delivering on our promise. • 所有的关系都建立在信任的基础之上，我们必须 通过实现我们的承诺而获得客人的信任。
那我们和其他酒店 不同观点 有什么分别？
Crowne Plaza is the business hotel that is focused on delivering the important services and facilities for formal and informal meetings consistently and completely 皇冠酒店是商务型酒店， 它立足于为正式和非正式会议 持续不断并全面地提供完善的服务和设施
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SUPPORTIVE 支持
• We have the infrastructure and people to back up our guests in their business operations. We provide them with all the essential ingredients for successful interactions. • 我们需要拥有的基层员工和资源去支持客人的商 务需求。 为了达到成功的互动，我们需要满足 客人的基本需求。
Crowne Plaza Keys: Crowne Meetings Director, Business/Meetings centered Products & Services, State of the art technology, Rooms to relax and work 皇冠品牌的关键因素：皇冠会议总监，以商务/会议为中心的产品和服务， 技术含量，令人放松和适于工作的房间
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Brand Pyramid 品牌金字塔
“The Place To Meet” 会聚之所
Successful Interactions 成功的互动
Brand Essence 品牌本质 Brand Personality 品牌个性
Capability, Sensitivity 能力，灵敏性
Success, Accomplishment, Fulfillment, Trust, Relaxation, In control, Feeling Supported 成功，成就，履行，信任，放松，掌握，感性支持
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SENSITIVE 灵敏
• We must understand that our guests are here to meet business objectives, so we have to be sensitive to their emotional needs.
• 我们必须明白客人来到我们酒店是因为他的商务 需求，所以我们要对他的情感需求敏感。
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Make it Happen 梦想成真
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CROWNE PLAZA BRAND VALUES
皇冠假日品牌价值观
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CAPABLE 能力
SENSITIVE 灵敏 SUPPORTIVE 支持 TRUST 信任 UNDERSTAND 理解
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CAPABLE 能力
To best support our guests in making things happen, we must be anticipative, competent and efficient in our professional duties, and must understand basic business needs. 为了最好的帮助我们的客人“梦想成真”，我们必 须 能够做到预计客人需求，在我们的专业领域能够胜 任并且高效的完成我们的工作，我们必须能够明白 客人的基本商务需求。
Hotel is a „A Support Base‟ 酒店是一个 “ 援助基地”
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Consumer Says: 客人说
I‟m under great pressure 我有ห้องสมุดไป่ตู้大的工作压力
I want a hotel that projects a good image of me and my company 我希望酒店能够为我和我的公司提供好的形象 I want the power over small things that matter and that I control at home or in the office 我希望事无巨细都在我的掌握之中 I want to relax when I finally finish my business 我希望在生意结束后能够好好放松一下
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CONSUMER INSIGTHT 客人观点
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Business Traveler Needs 商务旅行者需要
I Want to be in Control! 我希望一切都 在掌握之中
The real cause of emotional discomfort is the feeling of disempowerment 在让人觉得不舒服的地方 感觉好像是失去控制
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UNDERSTAND 理解 • We are the people behind the scenes, working together with our guests, who are the real stars of the show. Our role is naturally one that is important, but as quiet and discreet as possible. • 我们是幕后工作人员，为了使客人满意而通力合 作。我们的客人，才是真正的舞台上的主角，我 们的角色自然也很重要的，但是我们要尽量的小 心谨慎。