Original: Li Sheng
Today
Internet Age
User thinking is more important
Information should be symmetrical so that users have more voice
User Thinking
What does user think?
User Thinking
Refers to each link in value chain
All
Consider user as center. Consider problem
This is core of Internet thinking
Other thoughts
They all revolve around core "user mindset"
Many different methods apply at different levels
This concept is not new
In 4C marketing
The first C is client. In new 4P marketing
bye
First P is consumer
Although
Different definitions of terms
But there are still many intersections at starting point
It's just that user's mindset puts more emphasis on experience
I'm using 4 below
Four Stages of User Thinking
Tell me:
First
What to offer
This
Can rise to level of hotel positioning
This is a hotel market research
Analysis of field of activity, analysis of possibilities of internal resources
Based
The specific state of an object. After STP Analysis
Conclusion
In other words
What products and services are sold to customers?
Second
How to provide
About us
From customer to entire hotel value chain
At this level
Need a hotel to select from channel
Hotel value exhibition
The process from guest check-in to hotel
We need to focus on customer experience
Third
Delivery quality
Do it well
Reflected throughout guest experience after check-in
At this stage
Customer perceived value matters most
through hotel
Proposed services and equipment
Guest
Through experience, knowledge will form in heart
This is perception
From experience of guests and experience of hotel
and
Emotional elements will intersect with him
Directly reflects on value for money
Fourth
Loss handling
For
Guest dissatisfaction or complaint
Like a hotel
More than just sensible handling
Must
To improve products and services of hotel
User Thinking
You need to go through hotel management from start to finish
Regarding
Specific Applications
The mindset of users requires hotel to perform following tasks
One,
Hotel preparation stage
Good overall strategic planning is essential
Market positioning, user segmentation, product positioning
Price positioning, channel positioning, etc.
And
trong>Don't be tactically zealous
To compensate for laziness of strategy
Select First
Especially in functional areas and use of space
Require hotels according to user needs
Not from an investor's point of view
Judgments about so-called experience
Today
I have seen many hotel formats
This is result of market segmentation
Also explain
As long as you can stand
The user's eye begins with planning and positioning
Market segment
Specify target users. Start with user experience
I don't think
This is user experience. Only if you work hard
Second
Hotel management stage
Need a hotel
Constantly understand customer needs
Then Target Satisfaction
Despite hotel
Planned and placed
However
Some customer needs
The hotel is still unable to fully address issue at an early stage
So
At this stage, hotel needs to create a good label portrait of guests
By label portrait
Precise and personal service
Improve quality of customer service
here
You can experience products of your own hotel
or
Search for a sleep tester to provide more accurate hotel recommendations
One thing needs to be explained here
Whatever hotel does
Some customers are still unhappy or having a bad experience
This
Need hotel to understand
To better meet needs of hotel guests
Try to meet individual needs of more people
Many examples
For example, express hotel
Don't care
Improve quality of service and products
Cannot meet needs of upscale hotel guests
Three,
Redefining hotel positioning stage
Operation and management of hotel is limited in time
For example:
A star hotel 15 years ago has become today
Guest structure
A lot has changed
In this situation
The hotel needs to change itself
Change your position
Who is guest of my hotel?
Where is market for hotel?
The hotel also needs
What products and services do you offer?
Also required
Which resources and capabilities can meet customer needs
Hotel
Stay same in a changing situation
Waiting can only be eliminated by market
Abandoned by Time Train
I'm going to Tengchong, Yunnan
I saw that tent city project he made was very successful
Because everyone startsfrom planning and positioning
Before guide
Always implement according to "user mindset"
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