中國單體酒店聯盟勢在必行-劉鳳波
[簡歷]
劉鳳波，港中旅深圳京華酒店總經理。香港中旅酒店管理公司深圳京華酒店董事、總經理；曾任酒店職位哈爾濱天鵝飯店董事、總經理；1992年任哈爾濱天鵝飯店助理總經理；1998年任哈爾濱天鵝飯店總經理；1998年畢業于哈爾濱理工大學研究生班 高級經濟師；2001年獲中國飯店協會高級職業經理人證書。
Resume:
Current position, Board Chairman , general manager of Shenzhen Mettopark Hotel , Hong Kong China Travel Hotel Management Company
【演講題目】：單體酒店的經營與戰略聯盟
Topic: The management and alliance of independant hotel
中國單體酒店聯盟勢在必行
[引子] 16000家掛星和星標酒店，在中國, 90%為單體酒店。性質各不相同：國有資產、民營、股份、集體、私營；背景（業主）各不相同：房地產、煤炭、航空、鐵路、政府招待系統、華工、個體業主等等。
2000家有管理公司、集團、聯盟背景，全球和本土大小品牌競爭在中國。
2008年底是20000家以的掛星和星標酒店，高端占65%；經濟型占25%；其他10%。
面對如此龐大的數據和比例，中國酒店，除加入國際籍，開發和利用地區和行業優勢外，還有什么道路可以使75%以上酒店不至因單體薄弱而面臨客源和服務帶來的經濟危機和生存問題？
中國單體酒店的現實需要聯盟
一邊是光榮的使命，一邊是肩負的壓力。
目前中國單體酒店需要聯盟的局面就是這樣一個環境。無論是高端還是經濟型酒店，大家都在往這兩個端口上擠壓。
從2004年到2010年是兩個極端走向極端最瘋狂的時代。
毫無疑問，在中國，單體酒店，面臨著本土集團與國際集團的競爭的事實。尤其是經濟型酒店，目前明顯是中國本土強于國際；高端是國際強于本土；但無論是本土還是國際，一部分已經加盟到這些團體的行列中；另一部分在觀望；還有一部分不知所措。
舉例：
1、 經濟型強于國際：本土的如家、錦江之星、青年客棧、七天等；國際的雅高之宜必思、速8等；無論是數量規模國際都次于本土。
2、高端國際強于本土：國際的洲際、雅高、香格里拉、凱悅、喜來登、希爾頓、索菲特、最佳西方等等，本土的錦江、首旅建國、金陵、嶺南（花園為主體）、開元、世貿等；無論是數量規模本土都次于國際。
與其花大量的精力和資本去爭取一塊牌或一部分客源，不如把相同類型相同級別與不同城市的同類同級酒店進行有選擇的聯盟。
聯盟，在極端的夾縫里歡呼那些觀望和不知所措的單體酒店。尤其是后者。
這就是肩負的壓力；同時，因為壓力而有強大的可發展空間存在，所以她更是一種光榮的使命。
互動互贏，競爭合作，這才是服務行業生產與銷售模式。營運在酒店業，便是相同資源不同地區的聯盟與交換的概念。
當然， 酒店業的聯盟，需要有最基礎最根本的條件——那就是建立健全在市面上暢通無阻的訂房網。并進行合理的分類（從高中低端的客源出發，到各個不同地區的客源的引進，都需要符合客源的習性和服務設施的條件（WWW、DIRECTVIP、COM已具備）。
把最合理的本錢轉換為最有效的資源與資本價值體系。不說一本萬利，至少，可以依靠是聯盟之后攤薄的成本控制，去爭取換回更大的資源和合理的效益資本。
聯盟，合適的聯盟，而不是泛濫的聯盟，其實就有這樣的功能與效率。
聯盟魅力，21世紀中國單體酒店行動力
是在于做好自己的本崗位的工作就能夠產生最好的經濟價值。
國際品牌果然有她的魅力，但并不適合所有的地區和酒店。有些地區在客源上是有非常明顯的國際化優勢的，比如上海、比如北京、比如廣州和深圳這樣以商業和政治及高新技術為特點的城市是非常有效的國際輸出和國際加盟。但她不適合一些旅游目的地很明確和一些很少有國際商人涉及的二三級城市和地區。
當然，在上面提到的國際商務大都市，同樣存在著一個城市之內的不同區域的客源的差異性。
聯盟，就是要把這些不同地區的差異性進行合理分類，再做整合，將一些常常在商務城市走動的客源和地區明顯的客源以及組成團體旅游的客源進行分門別類；然后有針對性地介紹和輸出這些客源到聯盟的網絡群體中，提供有針對性的服務；以達到服務因地制宜，客源因地制宜，產生的經濟效益合情合理。
那么，聯盟，不僅起到了一種有序的合理的競爭作用；同時可以遏制不良競爭給一些本來就在虧損邊緣行走的酒店造成更大的損失和傷害。
但并不是所有的聯盟，都可以取代和避免為爭取客源而競相壓價，所出現的惡性競爭的局面。至少，可以合理避免給自己的服務打了折扣還要充胖子的尷尬狀態。
所以，中國，（其實國際也一樣），真的是非常需要有智慧的，并認識到分類服務、有序競爭和既合作又競爭是酒店業迫切需要的自發的一支或多支聯盟體系，才能使我們自己的管理與服務和建設投資者得到應有回報和服務的價值。
聯盟，其實也是服務行業應該充分認識并自覺去建立的三者甚至四者公共價值關系平臺。
相信21世紀的有識之士，中國的單體酒店，會迎來這樣一個大聯盟時代！
集中推廣的聯盟優勢
行業優勢超越行業，集團統一超越自由。
聯盟的組織和團體，需要因地制宜地選擇一些國際旅游節（象柏林國際旅游節、泰國亞太旅游節、香港國際旅游交流會ITE等）進行有特色有特點的相近相同的酒店一起走出去進行集中推廣來引進客源。（單體酒店獨立推廣所花費用業主是舍不得的。）
集中推廣，具有提升人氣指數和降低成本的優勢。其作用是具備了一個行業協會的優勢并超越了協會，一個大財團統一并超越了財團被控制的局限而產生其自由又自律的功能。
因為聯盟，可以集兩者的優勢于一身；并可擯棄散漫和封閉的缺點。我們可以用數據表明這樣的功能作用——以香港國際旅游交流會的推廣為例。一個攤位2、5萬元港幣，一個酒店派出去2個人3天時間計劃，連住帶吃加交通費加宣傳資料印刷費等，應該在10萬元左右。如果集中推廣，可以把10萬擴大到3個展位，用2、5萬把宣傳品制作得大氣些，以香港的聯盟成員就地配合服務（可用別的形式給予補償），同時派出執行機構最近的分部服務成員6-8名，如果加以靈活運用，以就地聯盟成員做為接待費用的開支抵沖會費，這樣，其成本就大大下降，而組織與個體之間也相得益彰。
傾向性聯盟分類法
一、 服務酒店分類法
1、 聯盟的酒店可以橫向分類為五星鉆 石頻道和經濟型頻道兩大類；
2、 縱向分類法為商務型、會議型、度 假型、公寓式、綜合型五種；
二、 地區客源的生活習慣和語言特色分 類法
大的可分為國際和本土兩大類。進 一步細節化是——
1、 中國本土的大眾型服務類
2、 中國本土的地方民族特色（清真 等）
3、 中國本土的珠三角特色和長三角特 色
4、 中國鄰邦國家接近東方的日韓特色
5、 歐洲特色
6、 伊斯蘭特色
7、 其他特色
尋找什么樣的聯盟組織加盟對自己有利？
第一部分 聯盟聯力聯勢的宗旨
我需要，所以我加盟；
我借力；同時我創造；
創造和借力并存；向心力和 契合力并存；
形成合理使用資源和共同完善增強單體酒店抗風險能力的交流并交易平臺。
被聯盟的酒店，提倡實行排它性的做法，使加盟的酒店能夠切實在這個平臺上有所獲得，與他做單體時候不一樣的感受就是：集體的力量。
被聯盟的酒店獲得：品牌帶動的經濟效益和榮譽。
被聯盟的酒店需要提供和應該提供的：是共同創造的互動互信氛圍。
所以需要尋找適合自己發展思路并能切實產生經濟效益；同時能為本酒店提高知名度和榮譽感的聯盟組織。
所以需要尋找有號召力有話語權有影響力有媒體共同參與的甚至可達成交易引來資本的互動式的聯盟平臺。
聯盟的宗旨應該是：我借力，所以我創造；我互動，所以我發展。
為什么聯盟？它的基礎是什么？
因為單體，力量相對薄弱，因為單體，獨立開發客源受到經費的制約；
以強大的宣傳服務和營銷服務為聯合的基礎。
什么樣的單體酒店最受聯盟組織歡迎？
1、以期希望通過集體的力量互相發展互相壯大，并以聯合為榮，相信能帶動自己在區域之間產生一定的影響力的單體酒店進行聯盟；
2、信任組織有能力既給酒店帶來客源互動，又創造了管理和采購和信息共享的優勢；
3、具有提升在行業內的品質和服務形象的統一性的認識；明確聯盟等同于企業集團的統一性，但不同于企業集團在管理上統一性的自由開放型；確認等同于行業協會的組織選舉和號召力影響力的功能，又不同于行業協會的過于松散型的加盟。
4、明確認識：因為聯盟，是挑戰風險的象征；聯盟的最主要特色是集體力量的顯示；聯盟還需要形成相同的口號是拿出自己1%的資源來成就99.9%的流通機會。
5、明白責任：加入聯盟組織是需要相對的服務費和提供相關人員的宣傳推廣之配合工作。
第二部分 中國酒店聯盟現狀分析
1、 縱向分，把經濟型和五星鉆石型分別開來。而發達地區和一線城市已基本被資本巨頭占領、切割、瓜分。提供的建議：聯盟組織需要見縫插針。
2、 橫向分，把最需要的地區情形描述出來。發達地區的經濟型酒店和欠發達地區的高星酒店；集中的問題，一是開發費用問題；二是地區高端客源的限制。提供建議：中國滿世界都是旅游風景區，中國滿世界都是人力、物資、能源等豐富而龐大的可開發資源，有強大的投資環境和貿易平臺，所以開發和布局二、三線市場是聯盟組織的發展方向。因為實際上一些早期進入中國市場的國際品牌已經在往這個方向布線。
第三部分 聯盟需要具備哪些要素?
從組織的功能性來講，就必須具備
1、鮮明的標識與話語權；
2、明確的章程和制度；
3、明確的組織者和成員單位的責任和 義務；
4、3-5年的發展規劃；
5、年度活動與推廣規劃；電視、報刊、網絡和更細分的專業務門類媒介規劃。
6、分類培訓規劃；
7、策略聯盟學院；成立培訓中心；并由專業專人常年負責策劃各種培訓活動和出臺各種培訓教材；
8、具有真正能帶來客源的訂房網；
9、建立聯盟內外的專業酒店人才網；
10、提供給酒店經理人、業主和專業院校之間可以交流的論壇網；
11、建立與客戶對話的VIP會客室系統，達成并建立主體（服務者）與客體（消費者）之間的互動與交流并共贏的公共關系平臺。
總之，做實事，行動迅速，行之有效；有一年三年五年八年十年等明確的發展規劃。因為全球酒店集中在中國競爭，如果沒有長遠的發展規劃，其生命力得不到認同，不管是誰聯盟有多響的名字都是曇花一現，不會有發展。
第四部分 什么樣的聯盟最有效?
不同地區相同類型相同級別的酒店之間的聯盟更為有效。
沒有管理公司，沒有營銷網絡，但又確實想尋求發展獲得良好效益的責任感很強的酒店，一定會受到聯盟組織的歡迎；也是最為有效的聯盟。
第五部分 現在已經做好準備的的聯盟機構
在中國，最早的是名酒店組織；目前比較有知名度和影響力的是世界金鑰匙聯盟組織。但都缺乏真正為聯盟成員帶來客源的主要功能，更多的是年度聚會和組織考察的活動安排；還有是鮮明的標志做得不錯。
從全球網絡排名分析來看幾乎這些組織沒有什么預訂功能給聯盟的酒店帶動客源。
第六部分 聯盟,是一個組織的形式也是一個系統工程
除了各種營銷、人才、培訓、采供、推廣等專業委員會；還應有代表組織的新聞發言人、宣傳策劃部門和展覽部門；并且還要有良好的宣傳工具；成立各種經理人俱樂部和公共關系俱樂部。
第七部分 中國單體酒店聯盟的經濟價值體系與歷史使命
讓聯盟組織成為一個資訊快捷的服務載體；
以強大的宣傳服務體系推出一批又一批酒店管理精英；
成就一批又一批優秀的、能創造良好經濟效益的酒店最出區域走向中國大舞讓亞洲讓世界認同；
以集體力量開拓客源市場并培植和儲蓄聯盟體系的不同種類的客源市場；象接力賽一樣延續聯盟生命力；
團結酒店管理專家和精英，聯合全球各大高等旅游酒店管理學院教授；為聯盟的酒店提升管理水平，提供培訓學習機會；輸送服務與管理人才；
依靠媒體的特有資源，進行統一的形象推廣，從而擴大或提高每一家聯盟酒店的影響力；
終極目的是要讓每一個單體酒店不再孤單，在區域的競爭中獲得體系內的共同存在是聯盟的終極使命。
為聯盟酒店成員設置專門的培訓教育基地；從實際出發，優先為聯盟酒店培養人才，輸送人才；為管理人才獲取更高的文憑和上崗證；為下一輪中國城市酒店產業競爭激烈化做好充分的準備。
要發展，就要冒險；而挑戰風險，正是時代賦予中國酒店業沒有強大背景的單體酒店的歷史使使命。
這也正是聯盟的特殊意義。
中國單體酒店聯盟的必然性結論
因為人人都可以分析出來的兩種極端的發展趨勢，勢必會給正在尋找聯合發展但又沒有合適品牌可以加盟的單體酒店帶來極大的困惑。這個時候有一個既不代表企業，也不代表個人，而是能夠為某一個特定需要的群體提供特定的優質服務并為其帶動良好經濟效益，發表公共聲音，應該是最好的選擇。
這個必然的趨勢就是——中國單體酒店的聯盟。
[“聯盟”組織鏈接檔案]
直通VIP聯合商會，網絡實名：直通VIP。2002年香港特區注冊。
主張：不同類型和不同等級的聯盟組織，重點服務于單體酒店。
她與國家的一些行業協會和全球性的社團組織都已建立戰略與策略聯盟和合作關系；
她已建立并且在全球排名30萬位的為單體酒店服務的訂房網：
www.directvip.com
她已創建了網上人才交流體系
www.ihhr.com；
她與已經有良好口碑和美譽度的《中外酒店》雜志建立子母關系；包括今天大家從四面八方匯聚而來所推崇的中外酒店論壇這個給酒店業主和經理人帶來互動、奉獻智慧的交流平臺，以及網上論壇交流平臺www.ihfo.com等等；
她已出版有定位于消費者的酒店客房讀物《直通VIP》；等等，這些都是包含在直通VIP聯合商會的服務體系內。還有其他的人才服務；培訓服務；以及顧問服務等等。更詳細的內容請瀏覽“直通VIP”以及與之關連的網站。
在“聯盟需要的訴狀條件”中，直通VIP聯合商會都已具備。
全球聯盟，地區執行；服務個性化，責任制度化；是直通VIP聯合商會的內外統一話語。
以下是我們的聯盟組織需要思考的一些問題：
1） 標志和網站，需要通過各種媒介的推廣；
2）根據不同端口的客源市場有針對性地參加一些大型旅游交流會和組織一些客源集中的地區進行定向性的客源市場推廣工作；
3）對大型企業的商務旅客可以做成宣傳單，并可為一些企業具體簽下同等級別的聯盟酒店服務計劃；
4）對定位明確的媒體進行服務明確功能明確的酒店做客源市場的推廣。如經理人雜志、財富雜志，可以做一些針對性很強的聯盟組織廣告；
5）開發與銀行電信航空之間的合作。
In China, there are 90% independent hotels with different ownership such as state-owned, non-governmental, stock-holdings, private etc. However, maybe they hold different backgrounds, such as real estate, coal mine, airline, railway, government reception system, individual hosts etc.
There are over 2000 hotels with a background of hotel management company, group or union.
By the end of 2008, there are over 2000 hotels realizing the hotel star standard, including 65% top hotels, 25% economic style hotels and 10% in other styles.
Confronted with the enormous data and rate, China’s hotel should choose what kinds of roads to deal with the economic risk and surviving problems by the 75% hotels, besides the advantage of resources.
At present, China’s independent hotel requires hotel union, no matter they are positioned in the top standard or just economic hotels.
From 2004 to 2010, it is a crazy period for the hotels to walk from one end to another.
There is no doubt that the independent hotel in china confronts with intensive competition from local hotel group and international hotel group. Especially in the field of economic hotels, at present, the Chinese local hotel supervises the international hotel, while the international hotels are still positioned in the top level. Currently, some independent hotels, no matter they are the local hotels or the international hotels, have joined in the team group, while some still lay aside or do not know what to do.
For example
1. The economic style hotel supervises the international hotels, such as the local Home Inn, Jingjiang, Youth Inn, Seven days etc.
2. Top standard hotel supervises the local hotels. The international hotels such as the Intercontinental Hotels, Accor Hotel group, Shangri-la Hotels, Hyatt Hotels, Sheraton Hotels, Hilton, Sofitel, The Best West, etc and the local hotels such as Jinglin, New century, World Trade etc no matter in the number and in the scale are subordinate to the international standard.
Let’s say, rather than invest in big amount of money into it to gain the guests, we would like to unite the hotel of the same levels and standards selectively in different cities.
Of course, the hotel industry unions are based on the fundamental conditions. That relies on the room reservation network system based on the market and it is essential for us to arrange it rationally. As you all know it essential to satisfy the different kinds of customers’ habit and provide various kinds of service conditions in different regions. In this way, it would be effectively to transfer the rational cost to the most effective resources and capital value system. Although we could not say it is easy to transfer the small amount of money to the ultimate use, we could make use of the cost control after union to gain bigger resources and more rationally effective capital.
That is to say, rational union but not blind or flooding union is in possession of such kind of effectiveness and function.
To unite is the motivation for China’s independent hotels in 21st century
To be fully responsible for one’s own post could generate good economic values.
Although the international hotel brand endows with its own charm, but do not suit all the regions and hotels. Some regions have its own international advantages, such as Shanghai, Peking, Guangzhou and ShenZhen, which characterized by their commerce, politic and high-tech. However, it does not suit the tourist place with definite destination, and the 2-3 level city or province with few international businessmen to involve in.
Of course, the international business cities we mentioned above are still in possession of the differences among different cities and regions.
Confederacy is to assort the distinctions of different regions to integrate. Generally speaking, it is vital for us to assort the various kinds of customers and regions into different rankings. According to the results of it, we could introduce or export the guests to the network group with definite goal. To provide the definite service for the hotels could generate economic effect rationally.
Therefore, confederacy not only plays a rationally competitive function but also prohibits the evil competition and damages brought by hotels which walk in a loss circle. However, not all the confederacy could avoid the phenomenon to gain the customers through bargaining. At least, it could effectively help us to avoid the embarrassment state that our service got discount but still breast loudly.
Therefore, a system with high-intelligence, fully awareness of cooperation and competition is what the hotel industry really wants. Only in this way, could our investors and managers get relative rewards and service values.
Confederacy is the platform of public value relation that the service industry should be fully aware and establish consciously.
It is believed that in the 21st century China’s independent hotel is coming to welcome the union period.
To expand intensively
The union group and organization should select certain international tourist festivals according to various regions, such as Berlin International Tourist Festival, Tailand Asia Pacific Tourist Festival, Hong Kong International Tourist Exchange ITE etc, in order to attract the tourist guests with characteristics.
To expand intensively is helpful to promote reputation and reduce cost, which is equipped with the advantage of certain industry and supervises certain association. Confederacy could integrate both advantages and eliminate the weakness of randomness and full-closeness. In light of the data, we could give an expression to its functions.
Take the Hong Kong International Tourism Exchange Conference as an example. One booth could be cost 20-50 thousand Hong Kong dollars. If the hotel is planning to send for 2 employees to attend it for 3 days, it would cost 100 thousand RMB including accommodation, transportation, printing etc. If the hotel adopts the intensive expansion, the 100 thousand RMB could cover the fees for 3 booths. And the ads products cost of 20-50 thousand RMB could work better.
The classification of favorite confederacy
1. The classification of serviced hotels
(1) The united hotel could be divided into five diamond channel and economic channel in the landscape orientation.
(2) The united hotel could be divided into commercial style, meeting style, resort style, apartment style and comprehensive style in the vertical orientation.
2. The classification of residential habit and linguistic characteristics of regional customer.
It could be divided into two groups: international group and local group.
(1) Local public service in China
(2) Local and regional ethic characteristics in China
(3) Local pearl-triangle characteristics
(4) China’s neighbouring countries close to the Japanese and Korean characteristics
(5) European Characteristics
(6) Islam characteristics
(7) Other characteristics
To seek for what kind of union and organization could be benefitable
Part 1 The tenet of union
I require, so I unite;
I borrow from outside, in the same time I create;
Creation and borrowing co-exist; centripetal force and polymerizing force co-exists;
To rationally make use of the resources and perfect the independent hotels could help them to update its anti-risk capacity and provide the platform for communication.
The united hotels advocate the exclusive behaviors in order to make the united hotels gain big profit from the platform. What we get differing from others is the collective force.
The united hotel wins economic effect and reputation.
The united hotel requires the atmosphere of exchange and creation.
It is essential for the hotels to look for the developing road that could generate economic effectiveness and in the same time help the hotels to promote hotel’s reputation and increase the awareness of honor.
In addition, it is essential to rely on the influential organizations and media to make the deals and promote the exchanging united platform to bring in more capitals.
The confederacy aims to stress on self-creation, development and interactivities.
Why we should walk on the road of union? And what is its foundation?
As you all know, the force of independent hotel is quite weak and limited by the customers’ resources. Therefore, it is essential for us to propagandize on marketing services.
What kind of independent hotel is popular?
1 Each kind of independent hotels could expand through its group forces, which could generate certain influential independent hotels union.
2 Independent hotel union not only brings customers interactivities, but also the common share of management and purchase.
3 Fully awareness of the conformity of quality and service image in the industry; be clear that the union equals to the conformity of corporate group but different from the freedom and openness of the corporate management; be definite about the influential force of the selection by the industry associations but different from the relaxing union.
4 Definite cognition: union is the token of challenge and risk; the confederacy characterized by its collective forces; union need the same slogan which could spare the 1% willingness to cultivate the 99.9% exchange opportunity.
5 Clear about one’s responsibilities: joining the union group asks for relative service fees and relative ads expansion.
Part 2 Current analysis over China’s hotel confederacy
1 In the vertical orientation
It is essential to separate the economic style from the five diamond style. Major capitalists have covered in the highly developed cities and forefront city. Suggestions: be swift to look for good opportunity.
2 In the landscape orientation
To give an exact description concerning the most needed regions, that is, the highly developed regions should co-exist the economic hotels while the less developed regions should melt with the top star hotels. The most intensive problems are: one is the cost and another is the limit amount of top standard customers. Suggestion: we could develop the second and third market is the developing orientation for the union organization, because China has a great potential of explorable resources and good investment opportunity. Therefore, the international brand coming into China’s market earlier has walked on this way.
Part 3 The elements for the confederacy
Viewing from the performance of the organization, it must be equipped with the following elements:
1. Definite identification and saying right
2. Definite rules and regulations
3. Definite organizer and responsibilities and rights enjoyed by the staff members
4. 3-5 year developing plan
5. Annual activities and promotion plan: television, magazine, network and each plan in details
6. Training plan
7. Strategic union college, to establish training center, offer the professional one to take the responsibilities of all kinds of training activities and publish the training references
8. Hold the room reservation network which could bring customers
9. Establish the professional hoteliers network to unite with in and out unions
10. Offer the forum network which could help the hoteliers, hosts and colleges to exchange
11. Establish the guest-meeting system to promote the interactivities and exchanges between hosts and guests
Above all, it is essential to be swift to the facts and reflect to the facts. We must hold the developing plan in the 10 years, because we are confronted with the intensive competition from the international hotels.
Part 4 What kind of confederacy is effective?
The hotels with the same style and ranking in different regions could be more effective.
The hotel, that has no management company, networking system and wants to seek for good development, would be welcomed by the confederacy organization. It also will be the union which get the most effective benefit.
Part 5 The confederacy agent have been fully-equipped
In China, the earliest group is the famous hotel organization. At present, the most reputable and influential organization is the World Golden Key Confederacy Organization. However, it still could not bring in more customers, but to arrange the meetings or just to explore.
From the global network ranking, it is obvious that there is no reservation system in those groups could bring customers for the confederacy.
Part 6 Confederacy is not only the form of an organization but also a systematic project
Besides all kinds of marketing members, training, purchasing, expansion councils, one should have the representative speakers, propagandizing department and exhibition department. In addition, good ads tool, all kinds of managers, clubs and public clubs are essential.
Part 7 The economic value system and historic tasks of China’s independent hotels
To promote the confederacy to be a service carrier;
To train a group of hotel management elites with the strong propagandizing service system;
To cultivate a group of excellent hotels which could generate good economic effect and let the Asia and China know;
Let us expand the guest resources market and reserve all kinds of guests resources market to sustain the confederacy life like the relay race;
To unite with the hotel management elites home and abroad, the professors from the hotel management department in the famous colleges, it could help us to promote the management levels and offer us good opportunities to learn;
Relying on the special resources possessed by the media, we could put forward the united image expansion and expand each confederacy hotels’ influence;
The ultimate goal for us is to unite each single hotel and gain the common orientation in the regional competition.
It is essential for us to set up a professional training base. Starting from the facts, we should give the priority to train and export the talents, high certificates for the management talents, prepare for the intensive competition of China’s city hotel industry.
We dare to adventure in the developing process, while challenge and risk are the historic tasks endowed by China’s hotel industry. That is the special significance of confederacy.
Part 8 The vitality of China’s independent hotel confederacy
Each one of us could sense out the developing trend of the two ends, which would bring great puzzle to the independent hotels that want to develop but still do not find the right brand. Currently, the best choice is to find the organization that does not represent certain corporate, individual but could provide what the certain group want.
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