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1、1,Make It Happen梦想成真,2,Make It Happen梦想成真 AGENDA 日程安排,3,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,4,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 Clo
2、se 总结和结束,5,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： 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 s
3、taying 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
4、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,6,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 Pla
5、za keys 列举皇冠品牌的四个关键因素,7,Make it Happen梦想成真,8,CROWNE PLAZABRAND VALUES皇冠假日品牌价值观,9,CAPABLE 能力,SENSITIVE 灵敏,SUPPORTIVE 支持,TRUST 信任,UNDERSTAND 理解,10,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 unders
6、tand 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。,11,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。,12,SUPPORT
7、IVE 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。,13,TRUST 信任 All relationships are created on the basis of trust. And we
8、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。,14,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 a
9、s 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。,15,Customers shoes,16,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
10、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,17,CONSUMER INSIGTHT 客人观点,18,Business Traveler Needs 商务旅行者需要,Hotel is a A Support Base 酒店是一个 “ 援助基地”,19,Consumer Says: 客人说,Im under great pressure 我有很大的工作压力,I want to deal with staff that are efficient, anticipatory and
11、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。,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 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,I want the power over small things that matter and that I control at home or in the office
12、我希望事无巨细都在我的掌握之中,20,So how are we different from the rest?那我们和其他酒店 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,Point of Differenc
13、e不同观点,21,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
14、议方面我们做得很成功，因此，我们是出色的商务酒店.,Brand Proposition 品牌定位,22,Brand Pyramid 品牌金字塔,Efficient, Supportive, Anticipative, Trustworthy, Understated 高效、支持、积极参与，值得信任，谨慎,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,Effici
15、ent Support, Reliability, Connectivity, Anytime Anywhere Business 有效支持，可靠，联系，随时随地的商务活动,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,Successful Inte
16、ractions 成功的互动,“The Place To Meet” 会聚之所,Brand Essence 品牌本质,Brand Features 品牌特色,Functional Benefits 功能效益,Emotional Benefits 情感收益,Brand Values 品牌价值观,Brand Personality 品牌个性,23,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,24,CharacteristicsofT
