N V THC HIN CNG TY TNHH T VN V SNG TO THNG HIU SAO KIM VP. H Ni : P.1403 - Ta nh 29T1 - Hong o Thy - Q. Cu Giy.

Hotline: 0944.472.532 - 0934.660.582 . Tel: (04) 8585 1515 / 8587 4656 Vp. Tp.HCM : Lu 4, S 49 Hong Vn Th - P.15 - Q. Ph Nhun. Hotline: 0904.640.632 - 0944.472.532 Tel: (08) 399 58 189 / 399 58 190 Email: contact@saokim.com.vn Website: www.saokim.com.vn

Trong case study ny ti s gii thiu mt d n ti thit k thng hiu th v do Sao Kim thc hin cho mt khch sn 3 sao ti H Ni. Bn s khm ph nhiu thng tin hu ch cng nh tm hiu su v qu trnh sng to thng hiu c minh ha thc t nh th no. Hy cng bt u nh.

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BI CNH
Trong nhng nm gn y Vit Nam lun c gng pht trin ngnh du lch. c bit l vic thu ht du khch nc ngoi. Tuy nhin, khi kinh t ton cu gp kh khn, ngnh du lch cng b nh hng nghim trng bi khng hong. Trong bi cnh , s cnh tranh trong ngnh dch v khng khi ny tr nn mnh m hn bao gi ht. Cc doanh nghip l hnh v lu tr cn tm gii php to nng lc cnh tranh, vt ln i th v thu ht, li cun khch hng. Xy dng thng hiu c coi l mt gii php hu hiu gip doanh nghip tng nng lc cnh tranh ng thi ghi du n vo tm tr khch hng. i vi ngnh dch v lu tr (khch sn, resort), xy dng thng hiu cn ng vai tr quan trng hn na v s tip xc gia khch hng v thng hiu l thng xuyn v trc tip. Bt c khi no bn s dng dch v ca khch sn, bn lun bt gp mt ai hay mt thng hiu no phc v bn. Trong mt x hi vn minh, xy dng thng hiu tr thnh yu cu bt buc i vi cc dch v du lch ni chung v dch v lu tr ni ring.

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THCH THC
Khch sn 3 sao Hong T (Prince Hotel) nm trn ng L Dun H Ni hot ng t hng chc nm nay vi hn 90 phng c, l mt trong nhng khc sn hng trung c nh gi tt trn th trng. Tuy nhin, vic t tn Prince Hotel v tnh khin cho khch sn ny b trng tn vi hng lot cc khch sn 2 sao khc. S trng lp ny khng nhng lm nh hng n uy tn ca khch sn m cn khin khch sn chu s tn tht khi nhiu khch du lch nhm ln gia nhng khch sn c tn ging nhau trong cng khu vc ny. Vi nhng l do trn, Prince Hotel cn mt ci tn mi trnh khi nhng thit hi do nhm ln tn. Mt khc y cng l c hi khch sn lm mi mnh thng qua mt hnh nh thng hiu chuyn nghip.

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GII PHP V KT QU
1. T TN THNG HIU Thng tin v khch sn Chng ti bt u cng vic bng cch tng hp tt c cc thng tin c c v khch sn. V y l mt s thng tin chnh : TIU CHUN 3 SAO 95 phng Nm trn ng L Dun, gn ga H Ni 2 nh hng, quy bar, massage 01 nh hng vi cc mn n phong cch Chu Ni tht mang phong cch hin i Bung phng c gc nhn ln hng ra Ga Hng C Gn khu trung tm ph c (ch mt 5-10 pht i b . vo trung tm ph c)

( Mt s hnh nh v ni tht khch sn Prince)

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PHN TCH CNH TRANH

Vi cc thng tin trn c th nh gi Prince Hotel l khch sn hng trung, khng c li th ni bt v v tr hay c s vt cht. Cc tiu ch khc ca khch sn cng ch mc trung bnh ca ngnh. Do vy tm mt im khc bit ni tri t nhng yu t hu hnh l rt kh. IM MNH Phng c p, hin i hn so vi khu vc ph c . H Ni Dch v kh y vi nh hng, bar, massage im nhn l nh hng vi cc mn n mang . phong cch Hi gio V tr tng i yn tnh trn ng L Dun, di chuyn kh d dng IM YU Nm xa trung tm ph c ng thi l trung tm du lch ca H Ni. Khi phn tch nhng yu t cnh tranh chng ti nhn thy rng i vi mt khch sn ngoi cc tiu ch nh v tr, c s vt cht, danh ting th mt yu t quan trng lun c khch hng nh gi cao l cht lng dch v. V y c th coi nh mt mu cht to ra s khc bit i vi cc khch sn c nhiu yu t tng ng trong cng khu vc.
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TIU CH T TN KHCH SN
tin hnh cng vic t tn, nhm thc hin d n thng nht cc tiu ch cho tn thng hiu mi cng khch hng. Cc tiu ch c bn cn tha mn: Kh nng bo h nhn hiu Tn phi mang m sc ting Anh D dng pht m, d nh Lin quan n lnh vc khch sn c o, khc bit C ngha hp dn D dng cho vic pht trin nhn din thng hiu Phi d dng kt hp vi slogan truyn ti trn vn . thng ip thng hiu

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PHNG N SNG TO
Bc tip theo ca d n l sng to cc phng n tn thng hiu. Trc tin, nhm thc hin d n a ra cc concept cho vic t tn. qu trnh sng to c ng hng, chng ti mi i din ca khch sn tham gia qu trnh duyt cc concept t tn ny. SAU Y L 11 CONCEPT T TN CHO KHCH SN : 1. Gn vi hnh nh H Ni, c bit l H Ni xa: Khch sn nm cnh ga Hng C (ga H Ni ngy nay), cng vi cu Long Bin l mt trong nhng a danh lch s ni ting gn lin vi hnh nh H Ni. Ngoi ra, khch sn nm k ngay khu ph c, c th ngm nhn ga xe la c knh t ca s phng ng. Nu la chn concept ny s t cc phng n tn theo hng: Ni khch hng c th tri nghim chn thc v gn gi nht 1 gc HN xa. 2. Bn cnh la chn u tin l gn vi hnh nh H Ni c xa, 3 concept sau c im chung l nhn mnh vo s hin i, tr trung v nng ng ca mt khch sn nm trong khu ph sm ut, ng c ca H Ni mi. 3. Tri nghim mi: Ngoi H Ni vi nhng c trng vn c, ti y khch hng s c c hi tri nghim mt H Ni y mi l v hp dn. 4. Phong cch mi: Ngoi vic cm nhn mt H Ni khc vi quan nim vn c, khch sn s gip khch hng khm ph mt H Ni mi bt u t phong cch phc v, cc dch v cng nh tin li khc. 5. Nhp sng mi: Ph hp vi phong cch ni tht contemporary ca khch sn v hng n i tng khch du lch tr, a khm ph. Ni KH c th cm nhn nhp sng mi nng ng ca mt thnh ph tr. 6. im khi u ca mi hnh trnh: Nhc nh n v tr gn Ga H Ni. Khch sn s l im khi u ca mi hnh trnh ca du khch khi n Vit Nam. 7. S hi t ca nh sng v nhng con ng: Concept ny th hin a im ca khch sn l ni hi t ca. nhiu im n t mi min t nc n mi quc gia trn th gii, ca H Ni xa (ga Hng C) v H Ni hin i, si ng, gia nhng gi tr c v mi.

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8. . 9.

S giao thoa ca cc nn vn ha: Ca mt khch sn m nt Chu phc v cc du khch Phng Ty, pha ln cc gi tr ca vn ha Hi Gio qua nh hng phc v cc mn n Hi Gio. Phng ng li cun, quyn r, b n: Nhc n du lch Vit Nam ni chung v H Ni ni ring, n tng v mt phng ng tim n ang ch c khm ph s d hp dn du khch.

10. V tr c trng ring ca khch sn cho view ton cnh H Ni: T khch sn c th ngm c ton . . . cnh H Ni, c nhng gc ph c xa ln cc ta nh cao tng v ng ph tp np. 11. Khch sn tin nghi, thn thin: Khch sn cung cp dch v cht lng, chu o, thn thin, to cm gic . m p, thoi mi cho khch hng.

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LA CHN PHNG N (SHORT LIST)

T cc concept t tn nhm sng to nhanh chng a ra danh sch tn. Mi concept s c khong 3-5 phng n tn tng ng. Danh sch tp hp c (master list) s c khong 30 phng n tn khc nhau. Sau khi tp hp c Master List, nhm tin hnh chn lc (short list) danh sch ny theo cc tiu ch t ra ban u v la chn 5 ng vin sng gi nht gi cho khch hng.

THUYT TRNH
Chng ti gi danh sch 5 phng n trong c 2 phng n c t k vng nhiu nht l HIPP ( Hanoi Intersection of Past and Present H Ni giao im ca qu kh v hin ti) v Cosiana ( l mt t ghp xut pht t Cosy m cng, thn mt v Asian nt chu). Sau bui thuyt trnh, khch hng ca chng ti rt hi lng vi phng n Cosiana. Tn gi ny ngay lp tc thu ht c s ch ca ngi nghe v m iu m i d nghe, c s khc bit hon ton vi tn cc khch sn hin c, ng thi hm cha thng ip khch sn thn thin v m nt chu .

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SNG TC SLOGAN
Bc tip theo ca d n l sng tc slogan cho khch sn. Thc cht vic t tn v slogan c th l 2 giai on khc nhau trong qu trnh xy dng thng hiu. Slogan c th c sng tc phn nh thng ip m thng hiu mun truyn ti qua tng thi k. Nhng mt slogan c to ra ngay sau khi la chn tn thng hiu s l tt nht. Bi khi thng ip thng hiu s c truyn ti mt cch nht qun, nguyn vn v c gi tr di lu. Cng vic ca chng ti l tm ra mt cm t bng ting Anh phn nh c nhng thng ip m khch sn mun gi gm ti khch hng mt cch sc tch nht nhng phi hp dn v i vo lng ngi. Chng ti a ra mt danh sch di gm gn 20 phng n khc nhau trong c cc phng n nh: An orient touch in your way Where cozy memory lasts Not a hotel, a warm heart Amazing Hanoi through window Stay like east, feel like home Phng n Cosiana Where Cozy Memory Lasts (Ni nng m ng mi) c la chn khng nm ngoi d on ca nhm sng to. Phng n ny va p ng truyn ti thng ip v mt khch sn thn thin, v mt tri nghim kh qun ca du khch khi n vi khch sn va gip din t tn thng hiu mt cch hon ho.
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TNG KT
i vi ngnh kinh doanh du lch, khch sn cng tng t nh mt s lnh vc dch v khc, ni m yu t cm xc v s tri nghim c vai tr quan trng trong vic chim lnh s quan tm ca khch hng th vic qun l s tri nghim ti mi im tip xc gia thng hiu v khch hng tr thnh mt yu t sng cn ca doanh nghip. Xy dng thng hiu khng ch l tp trung vo cht lng dch v v p ng nhu cu ca khch hng m bn cn a ra mt thng ip nht qun v hp dn thi thc h la chn. tm hiu thm v d n xy dng thng hiu cho khch sn ny, vui lng lin h trc tip vi chng ti qua Email: contact@saokim.com.vn hoc gi ti 0944 472 532

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N V THC HIN
CNG TY TNHH T VN V SNG TO THNG HIU SAO KIM VP. H Ni : P.1403 - Ta nh 29T1 - Hong o Thy - Q. Cu Giy. Hotline: 0944.472.532 - 0934.660.582 . Tel: (04) 8585 1515 / 8587 4656 Vp. Tp.HCM : Lu 4, S 49 Hong Vn Th - P.15 - Q. Ph Nhun. Hotline: 0904.640.632 - 0944.472.532 Tel: (08) 399 58 189 / 399 58 190 Email: contact@saokim.com.vn Website: www.saokim.com.vn