The Research On Innovation Strategy Of Zhiyuan Hotel Service Based On Customer Value

With the diversification and multi-level of hotel consumer demand,the quality of hotel service is related to the survival and development of hotels.In order to improve the quality of service and meet different needs of customers,service innovation is particularly important,so we need constant innovation.Combined with the practical situation of Zhiyuan Hotel,this paper discusses the innovation strategy of Zhiyuan Hotel from the perspective of service innovation,in order to increase customer value,improve customer satisfaction and realize the sustainable development of the hotel.Based on the theory of customer value,this paper takes Zhiyuan Hotel as the research object and analyzes the current situation and innovation of hotel services by combining theoretical research with empirical research.Firstly,the paper analyzes the strategic environment of service innovation around the external and internal environment.The external environment is analyzed from the level of nation,industry and competitor.As the national political and legal environment is increasingly perfect,hotel internationalization process is changing rapidly.While in the course of development,Zhiyuan Hotel is lack of foresight,with unclear location of enterprise culture and lack of application of digital information technology,etc.The internal environment is analyzed from two aspects of resources and service abilities.The Zhiyuan Hotel does not make in-depth research on its resources,thus affecting the reconstruction and upgrading of enterprises,which is the main factors influencing the environment of it.Secondly,From the present situation of Zhiyuan Hotel service and innovation factors analysis,through the survey of customer satisfaction of service quality,and the use of SPSS software and factor analysis of the data obtained,it is concluded that Zhiyuan Hotel in the service process lacks of service consciousness and management system and so on.Therefore,this paper analyzes the factors such as input factors,driving factors and output factors of innovation resources.Finally,starting from the service innovation strategy,it is concluded that only by constantly ensuring the diversification of products can we better serve the customers and meet the material needs of customers.Managers are the enablers of service innovation.In order to promote service innovation,managers need to increase the exploration of internal incentive mechanisms in addition to the necessary salary incentive measures,so as to promote employees' service innovation.Employees are the executors of service innovation.We should arouse employees' awareness ofservice innovation,establish service guarantee measures and improve the innovation mechanism.Customers are the experiencers and participants of service innovation.Customers can understand the consequences of innovation only if they have experienced it personally.So customer demand is considered as the largest input resource of service innovation.