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sales and marketingdepartmentstandard operating procedures市場銷售部標準工作程序目 錄房價結(jié)構(gòu)管理 s&m-001門市價管理 s&m- 002促銷和包價管理 s&m- 003 商務協(xié)議價管理 s&m-004協(xié)議價格體系 s&m- 005政務價指引 s&m- 006 旅行社職員價 s&m- 007旅游行業(yè)價(包括酒店員工) s&m- 008家庭價 s&m-009第三人價(加床) s&m-010免費房 s&m-011會展獎勵計劃 s&m-012取消宴會預訂 s&m-013協(xié)議客戶預定的修改和取消 s&m-014旅行社協(xié)議管理 s&m-015簽訂新客戶 s&m-016商務客戶的房間預定 s&m-017團隊預定和接待 s&m-018擔保政策 s&m-019授權(quán) s&m-020押金 s&m-021升級 s&m-022市場銷售劃分 s&m-023客史系統(tǒng) s&m-024銷售會議 s&m-025禮品和客人贈品 s&m-026宴請和考察 s&m-027銷售拜訪 s&m-028電話銷售 s&m-029酒店參觀 s&m-030展會報價 s&m-031 展會和會議的布置規(guī)范 s&m-032廣告 s&m-033會議團體的接待 s&m-034試菜 s&m-035park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject: rate structure主題: 房價結(jié)構(gòu)ref: 參考號:s&m-001prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的- to establish guideline for the selling price of different market segments 建立針對不同市場群體的有區(qū)別的價格執(zhí)行規(guī)范。procedures 流程1. rate structure includes:價格結(jié)構(gòu)包括:- rack rate門市價- corporate rate商務價- government rate政務價- aircrew航空公司價- domesitc fit leisure 國內(nèi)旅游價- inbound fit leisure 入境旅游價- group團隊價2. all rates will be valid for a minimum of 6 months to one (1) year所有房價的施行有效期為六個月到一年。3. proposed rates or any rate changes must be approved by the general manager建議房價和執(zhí)行房價的任何變化必須經(jīng)總經(jīng)理批準。4. corporate rates/wholesale/group/consortia rates offered require the approval of the director of sales & marketing, in his/her absence, the hotel manager.采用任何公司協(xié)議價、國內(nèi)價、團隊價、國外價, 必須通過市場銷售總監(jiān)批準,如其不在崗,則由酒店經(jīng)理批準后執(zhí)行。5. all rates offered will be reviewed annually.所有執(zhí)行的房價每年度審查修訂。park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject: rack rates in distribution channels 主題: 門市價管理ref: 參考號:s&m-002prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的- to ensure rack rates in the various distribution channels (gds, internet etc.) are valid and up-to-date- 確保通過各種媒介公布的門市價格是有效可行的并能及時更新。procedures 流程1. to maintain rack rates in the various distribution channels for the next twelve months as a minimum. 確保在各種媒介上發(fā)布的未來十二個月內(nèi)的門市價格是最低的。2. in the absence of a rack rate increase, the current rack rates should be automatically extended to meet the twelve-month minimum requirement.公布的門市房價不上漲的情況下,現(xiàn)行的價格可以自行上調(diào)以適應未來十二個月內(nèi)的需求。3. rates confirmed prior to any rate change notification should be honored.任何調(diào)整后價格的發(fā)布的必須預先確認。park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject: promotion/package 主題:促銷及套票價管理ref: 參考號:s&m-003prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的- to generate business to improve room occupancy and revenue during soft periods淡季拓展業(yè)務以提高酒店入住率和收入.procedures 流程1. promotion and package should be planned as part of the hotels annual marketing plan.酒店年度的市場銷售計劃中應包括促銷價的施行計劃。2. director of marketing will submit a proposal outlining the special rate offered, the validity, the targeted audience and the benefits included to general manager for approval.市場總監(jiān)應向總經(jīng)理提交施行大綱,闡述特殊房價執(zhí)行的有效性、目標消費群體和收益情況,獲得批準后方可執(zhí)行。3. a detailed plan contained the budget of costs incurred for the promotion as well as the strategy should also be attached.隨件應附促銷推廣計劃和策略,推廣計劃中必須包含執(zhí)行促銷價所需費用的預算。4. if the proposed promotional offer is approved, a copy of which should be distributed to all concerned.提議的促銷方案批準后,需抄送相關(guān)部門。5. all promotion or package will be valid for 6 months only.所有促銷價只能執(zhí)行六個月。6. any promotion or package required for extension beyond 6 months, approval must be obtained from the general manager. 經(jīng)總經(jīng)理批準可延長促銷價的執(zhí)行期。park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject:contractual agreement主題: 商務協(xié)議價管理ref: 參考號: s&m-004prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的- to ensure the rates and conditions agreed by the hotel and the clients (corporation/travel agency/airline) are clearly specified 確保與協(xié)議公司、旅游機構(gòu)、航空公司既定的房價清晰明確,宜執(zhí)行。procedures 流程1. all contractual agreements must be in writing and are not considered valid unless countersigned by the general manager. 所有的價格協(xié)議必須書面化,以合同形式體現(xiàn),經(jīng)總經(jīng)理審查批準后方有效。2. a contractual agreement must never be drawn up for longer than a one-year period. 所有的價格合同有效期為一年。3. copies of the signed contracts should be forwarded to the director of financial, the director of rooms division. and in some cases the food & beverage director. 簽署的價格合同應抄送財務總監(jiān)、房務總監(jiān)。特殊情況下還應抄送餐飲總監(jiān)。4. all contracts, which should be regarded as confidential documents, should not be discussed with a third party. 價格合同屬于機密文件,不得外泄。5. all contracts are to be reviewed 3 months prior to the actual expiry date. 所有價格合同到期前三個月應予以審查。6. no contract should be entered into for a period less than 3 months. 任何執(zhí)行期少于三個月的價格合同不予簽署。7. companys policy on credit and credit worthiness is to be duly incorporated in such agreements. 簽署價格合同要審查協(xié)議公司的信用度。park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject: corporate rate structure主題: 公司協(xié)議價體系ref: 參考號:s&m-005prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的- to establish corporate rate guideline for commercial companies based on their business potential 建立健全的協(xié)議價格體系,向較大商業(yè)潛力的客戶提供公司規(guī)范的商務價格。procedures 流程1. corporate rate structure: 公司協(xié)議價體系:room rate (rmb) room nights required房價(人民幣) 房晚preferred首選 corporate a corporate b corporate c 2. 40% discount off all club rooms & suites會所客房和套房給于40%折扣。3. all rates are non-commissionable. 所有商務房價不可轉(zhuǎn)讓他人使用。4. all room rates will be valid for one (1) year. 所有公司協(xié)議價有效期為一年。5. all rates proposed require approval from the director of marketing/general manager before implementation. 公司協(xié)議價執(zhí)行前必須經(jīng)市場總監(jiān)和總經(jīng)理批準。6. all rates offered will be reviewed annually.所有公司協(xié)議價每年度審查。7、將客戶訂于某一個級別應考慮以下條件:為酒店提供實際客人的總量,整體看客人的分布或與酒店的關(guān)系。商務客戶的等級決定銷售人員的周期,(如:多少時間去拜訪一次何種級別的商務客戶)提供的房價(一般情況,高產(chǎn)量的客戶應提供優(yōu)惠的價格),付款的方式、特殊的優(yōu)惠待遇等。8、以下表格顯示商務客人的等級,以及銷售周期,一般情況下,酒店不應有很多的“好客戶”,有多少商務客戶或商務客戶級別,取決于需要。客戶等級 定義 價格 銷售周期“” 很多客人 有待商議的價格 至少一個或兩個星期“” 客人來源適中 一般價格 兩至三個星期 固定的合作價格“” 低客人來源 一般價格 四個星期 有潛力客戶 建議“”價格 三個星期有可能無客源的客戶 建議“”價格四個星期估計將無客源的客戶 建議“”價格視具體情況而定無客源的客戶 取消記錄代辦9、如何劃分商務客戶的級別劃分商務客戶等級,應以客源數(shù)量做依據(jù),具體分析如下:l 酒店可提供的房間l 度假者及商務旅行者的旅行方式l 商務客戶在該地區(qū)的經(jīng)營種類l 商務客戶在該地區(qū)的市場經(jīng)營范圍l 可望提供酒店的直接競爭者l 特殊酒店的直接的競爭者l 全面的經(jīng)營管理目標10、建立價格結(jié)構(gòu) 提供給不同等級的客戶的房間價格要依據(jù)需求而定,要考慮酒店的季節(jié)性,房間出租能力,如:公司無客源提供給店方或提供客源非常有限以至無法達到店方規(guī)定的最低限額,應考慮放棄這個客戶,運作程序如下:1)檢查該客戶客源提綱情況的原始記錄,查明是否屬以下三種情況 a無客源 b有少數(shù)客源c有一段時間無客源 如果屬于a,該客戶應立即取消 如果屬于b、c,應加強聯(lián)系盡力挽回客源2)取消名單 被取消客戶的名單應定期制定方案,并交由市場銷售總監(jiān)申請批準。一旦市場銷售總監(jiān)批準所申請的客戶取消名單,應將此客戶在電腦數(shù)據(jù)庫中的所有信息取消,并將報告遞交銷售經(jīng)理及銷售人員傳閱。3)善后工作 保持往來,繼續(xù)關(guān)注其動向,偶爾予以拜訪。park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject: government rate guideline主題: 政務價格指引ref: 參考號:s&m-006prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的to minimize confusion and standardize the eligibility for government rates at park wise hotel避免混亂和制定政務價格。procedures 流程1. all prc government employee whether traveling on business or leisure will be extended the special government rates subject to room availability.所有政府雇員不論是出差還是旅行都可在所需房型充足時享受政府價。2all reservation generated from government unit and payment to be settled by the government unit, special government rates will apply. 所有政府部門預定或及付賬的房間,將申請執(zhí)行政府價。3should be reservation is generated from a government unit however payment on guests account, corporate a rate will apply. 通過政府預定,如果是私人付賬,將執(zhí)行公司協(xié)議價a。4. a letter from the government unit to support the reservation request is required with clear information of mode of payment, guest name, arrival and departure date. 政府發(fā)來的預定信件必須明確付款方式、 客人姓名、 到店和離店日期等信息。5special government rates also apply to employees of military and educational institutions. 政府價格適用于:由政府提供基金的軍事和教育機構(gòu)。6government rate is also available to cost-reimbursable contractors who produce a letter of eligibility from the government unit.對于提供政府出具要求執(zhí)行政府價的人士,也執(zhí)行政府價。park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject: discount to travel agency personnel主題: 旅游社職員價ref: 參考號:s&m-007prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的to provide clear guideline when extending special discount room rate authorized travel agency personnel.針對旅行社授權(quán)的員工住店時執(zhí)行特殊價格和折扣制定的規(guī)范。procedures 流程1. authorized travel agency personnel will be granted a minimum of 50%room rate reduction based on space availability (85% and below)有授權(quán)的旅行社員工可更具酒店入住情況,享受最低50%的房費減免。(入住率在85%以下)2. reservation must be confirmed with an indication of the rate discounted and the travel agency personnel must produce travel agency id card or letter of authorization from his / her company upon check-in to obtain discount.所做的預定必須詳細確認所使用的價格和折扣,旅行社員工只有在登記入住時出示員工卡或由其單位出具的授權(quán)信才能適用特殊價格和折扣。3 request for further reductions, extension of length of stay or complimentary accommodation are to be transmitted with the reservation and will be granted at the direction of the director of marketing. 如果需要更多優(yōu)惠折、 延長入住時間或免房費,必須聯(lián)系訂房部,經(jīng)市場銷售總監(jiān)的審查批準進行。4travel agency personnel who arrive at the hotel without prior reservation will be granted a 50% room rate reduction at the discretion of the hotel. 旅行社員工如在無預定的情況下到店,可按酒店規(guī)定享受50%的房費減免。park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject: discount to travel industry (including hotel personnel)主題: 旅游行業(yè)價(包括酒店員工) 折扣價ref: 參考號:s&m-008prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的to provide a guideline when extending special discount of 50% off room rate to travel industry personnel針對向旅游行業(yè)員工執(zhí)行50%折扣制定的規(guī)范procedures 流程1. all travel industry personnel will be entitled to a minimum 50% room rate reduction at park wise hotel based on space availability.(85% and below)旅游行業(yè)員工在酒店入住率低于85%時,住店可減免50%房費。2. reservations are to be transmitted as confirmed with clear indication of rate reduction, affiliation of the traveler and the expectation for publicity, if known.預定將會被視作已經(jīng)確認了價格的預定,3. hotel personnel must present valid id card or letter of authorization from the hotel upon check-in to obtain discount.酒店員工必須在登記入住時出示有效員工證以獲得折扣。4. request for further rate reduction or complimentary accommodations are to be transmitted with the reservation and will be granted at the discretion of the director of marketing.如果需要進一步的折扣或免房費,須聯(lián)系預定部后經(jīng)市場銷售總監(jiān)審查批準。5. request for guest room rate reductions from bona-fide print and broadcast travel writers, travel editors and photographer should be directed to the communications manager for handling.印刷出版業(yè) 旅游廣播電臺作者,編輯以及攝影師如要求享受減免房費,應直接交予公關(guān)部經(jīng)理處理。park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject: family plan主題: 家庭計劃ref: 參考號:s&m-009prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的to provide clear guideline when extending family plan.為“家庭計劃”價格的實行提供指導規(guī)范。procedures 流程1. family plan provide children under 18 free accommodation when staying in the same room with their parents.“家庭計劃”是如果18歲以下兒童與其父母住一間房,兒童的房費全免。2. in the event that more than one room is required to accommodate the children, each room will be made available at the single room rate.如果兒童獨立使用一間房,則房價與其父母所適用的房價不同。3. extra bed to be provided only when it can physically be accommodated in the room.如果房間足夠父母和孩子共同使用時,會在房間內(nèi)加床。park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject: third person rate主題: 第三人價格ref: 參考號:s&m-010prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的to provide guideline for staff to better understand the cost of third person.為使員工更好的了解第三人價格提供指導規(guī)范。procedures 流程1. it is the policy of park wise hotel to charge a third person sharing the same room with other 2 adults.酒店規(guī)定第三人可以與另兩名成年人共享一間房。2the room supplement rate for third person will be imposed regardless of an extra bed is require or not. 不論需不需要另加床,酒店都會按第三人適用的房價收取房費。3exceptions are for family plan and suite occupancy. 家庭計劃和入住套房除外。park wise hotel tianjinsales&marketing policies & procedures manual市場銷售 - 制度和流程指南subject: complimentary rooms主題: 免費房ref: 參考號:s&m-011prepared by: director of sales and marketing起草:市場銷售總監(jiān)date: august 28,2007日期:2007- 8 28approved by: general manager批準:總經(jīng)理date: august 28,2007日期:2007- 8 28objective 目的it is the hotels policy that prior to confirming complimentary rooms to guests and house-use rooms, the relevant approval procedures shall be observed wherever appropriate.酒店的政策是要明確免費房及酒店自用房申請的各項條件,并按照要求程序進行審批。scope定義 complimentary rooms are referred to room stays given free for business promotion purposes such as familiarisation groups and travel agents, and complimentary rooms accorded to brand hotel employees for leisure. 免費房是指為了酒店促銷活動免費向有需要了解酒店設施的旅行社、個人或團體提供住房以及給集團公司的工作人員提供的住房。 house use rooms are non-revenue producing guestrooms occupied either on a temporary or permanent basis. 酒店自用房是指臨時或長期不實現(xiàn)收入的房間。 temporary house use rooms are rooms that provided on a complimentary basis to members of staff for temporary use of less than 6 months, to consultants for business purposes relating to the hotel and musicians/entertainers contracted to perform at the hotel outlets. also complimentary rooms provided temporarily to other brand hotels staff on official visits such as vice-presidents, directors of hotel operation/finance, internal auditors, etc. 臨時酒店自用房是指暫時或6個月內(nèi)提供給酒店內(nèi)部人員、酒店業(yè)務方面顧問以及與酒店簽約的演藝者居住的房間。臨時酒店自用房也包括提供給酒店集團的領(lǐng)導層使用的房間。 permanent house use rooms are house use by staff living in the hotel for a minimum period of 6 months or those rooms that converted into offices for hotel management use. 酒店長期自用房是指供給酒店員工至少6個月居住用的房間以及業(yè)已改成酒店辦公場所的房間。procedures 流程 department concerned shall prepare the complimentary/house-use room request form by completing the details required (minimum): 相關(guān)部門需要提供免費/ 酒店自用方申請單:complimentary roomstemporary house usenamename of guestname of employeecompanyname of companydepartmentcheck-in datecheck-out dateroom typeinclusive of breakfast etc. (be specific)where applicablewhere applicablepurposes/reasonse.g. familiarisation group, organising committeee.g. executive-on-duty, in-house musicians免費房臨時house-use房姓名顧客姓名員工姓名公司公司名稱部門入店日期離開日期房間類型在申請表格中說明是否包含早餐等適用處適用處是由(申請原因)例如:酒店有潛在業(yè)務的旅行社代表、組委會等例如:值班行政人員、從事表演的樂師等 department heads (e.g. director of sales, hotel manager etc.) shall signed confirm the request and thereon forward the request for approval. 各部門領(lǐng)導(如:銷售總監(jiān),酒店經(jīng)理等)對申請表進行簽字確認,提交審批。 complimentary room requests shall be approved by the hotel manager and the general manager. 免費房的申請需要經(jīng)過酒店經(jīng)理及總經(jīng)理的批準。 temporary house-use room requests shall be approved by the hotel manager. 酒店臨時自用房的申請需要經(jīng)過酒店經(jīng)理的審批。 subsequent to the approval, the said request forms shall be forwarded to: 通過審批之后,申請表需要提交以下幾個部門:o reservation department who will input the request into the pms accordingly,o front office who will keep the form attached wit
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