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1、2Make It Happen梦想成真梦想成真AGENDA日程安排日程安排3Agenda 日程安排日程安排Welcome, Introduction and Objectives 欢迎、介绍与课程目标展示欢迎、介绍与课程目标展示Make it Happen The Big Picture 梦想成真梦想成真 画卷展示画卷展示The Thoughtful Achiever 深谋远虑深谋远虑的成功人士的成功人士4Agenda 日程安排日程安排Make It Happen The C.O.R.E. Strategy 梦想成真梦想成真核心战略核心战略The Meeting Moments Game 会聚
2、时刻会聚时刻游戏游戏Wrap-up and Close 总结和结束总结和结束5Programme Objectives 课程目标课程目标At the end of this workshop you will be able to: 在本课程结束后，你将能够：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解释皇冠品牌的定位并列出皇冠品牌的四个关键因素个关键因素Describe the target guest and give
3、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因和两个感性原因Describe and demonstrate the four-step strategy for how to care for the target gue
4、st and enable them to have Successful Interactions in Crowne Plaza Hotels 描述并展示关心目标客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理解并且能够解释自己在皇冠品牌酒店己在皇冠品牌酒店“梦想成真梦想成真”战略中的角色战略中的角色6The B
5、ig Picture: Objective展示画卷章节目标展示画卷章节目标 By the end of this session you will be able to: 本章节结束后，你将能够：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列举皇冠品牌的四个关键因素7Make it Happen梦想成真梦想成真8CROWNE PLAZABRAND VALUES皇冠假日品牌价值观9CAPABLE 能力能力SENS
6、ITIVE 灵敏灵敏SUPPORTIVE 支持支持TRUST 信任UNDERSTAND 理解10CAPABLE 能力能力To best support our guests in making thingshappen, 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
7、本商务需求。11SENSITIVE 灵敏灵敏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。12SUPPORTIVE 支持支持We have the infrastructure and people to back up our guests in their business operations. We prov
8、ide 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。13TRUST 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。14UNDE
9、RSTAND 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。15Customers shoes16Consumer Insigh
10、t 客人观点客人观点What our customers told us 客人告诉我们客人告诉我们： 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目前没有酒店品牌能够持续不断持续不断并且并且全面地全面地为小为小型和中
11、型会议提型和中型会议提 供重要服务供重要服务17CONSUMER INSIGTHT 客人观点客人观点18Business Traveler NeedsBusiness Traveler Needs 商务旅行者需要商务旅行者需要商务旅行者需要商务旅行者需要I Want to be in Control!我希望一切都我希望一切都在掌握之中在掌握之中The real cause of emotional discomfort is the feeling of disempowerment在让人觉得不舒服的地方在让人觉得不舒服的地方感觉好像是失去控制感觉好像是失去控制Hotel is a A Sup
12、port Base 酒店是一个酒店是一个 “ 援助基地援助基地”19Consumer Says:Consumer Says: 客人说客人说客人说客人说Im under great pressure 我有很大的工作压力我有很大的工作压力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。I want a hotel that projects a good image of me and my company 我希
13、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 我希望事无巨细都在我的掌握之中我希望事无巨细都在我的掌握之中20So how are we different from the rest?那我们和其他酒店那我们和其他酒店有什么分别？有什么分别？Crowne Plaza is the busine
14、ss hotel that is focused on delivering the important services and facilities for formal and informal meetingsconsistently and completely 皇冠酒店是商务型酒店，皇冠酒店是商务型酒店，它立足于为正式和非正式会议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持续不断并全面地提供完善的服务和设施Point of Difference不同观点不同观点21There are many meetings product, but no one does
15、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”
16、 在会议方面我们做得很成功，因此，我们是出色在会议方面我们做得很成功，因此，我们是出色的商务酒店的商务酒店.Brand Proposition 品牌定位品牌定位22Brand PBrand Pyramid yramid 品牌金字塔品牌金字塔品牌金字塔品牌金字塔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Efficient 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/Meeting
