Hoàn thiện chính sách marketing hỗn hợp nhằm thu hút khách nhật bản của khách sạn kiên doanh vườn bắc thủ đô capital garden hotel

TRUdNG oai hoc kinh TE* QUOC dan *** LE THI HONG VAN HOAN THIEN CHINH SACH MARKETING > HON HOP NHAM THU HUT KHACH NHAT BAN CUA ar ■M- ** KHACH SAN LIEN DOANH VUUN BAC THU DO CAPITAL GARDEN HOTEL Chuyen nganh: Du lich va Khach san LUAN VAN THAC SY QUAN TRI KINH DOANH • • DAI HQC ftTQP thqngTin THU vien Ngudi ha&ng dan khoa hoc TS NGUYEN VAN MANH HA NOI - 2007 MUC LUC • • LCH CAM ON DANH MUC CH f VIET TAT DANH MUC BANG, BIEU, SO DO TOM TAT LUAN VAN LCH MO DAU Chuong 1: CO Sd LY LUAN VE CHINH SACH MARKETING HON HOP • TRONG KINH DOANH KHACH SAN • 1.1 Khach san, hoat dong kinh doanh khach san va boat dong marketing cua khach san 1.1.1 Khach san 1.1.2 Hoat dong kinh doanh khach san 1.1.2.1 Khai niem kinh doanh khach san 1.1.2.2 San pham cua khach san 1.1.2.3 Dac diem cua san pham khach san 1.1.3 Dac diem cua kinh doanh khach san 1.1.3.1 Kinh doanh khach san phu thuoc vao tai nguyen du lich tai cac diem du lich 1.1.3.2 Kinh doanh khach san doi hoi dung luong von dau tu ldn 10 1.1.3.3 Kinh doanh khach san doi hoi dung luong lao dong true tiep tuong doi Ion 10 1.1.3.4 Kinh doanh khach san mangtinh quy luat 10 1.1.4 Hoat dong marketing cua khach san 11 1.1.4.1 Khai niem va muc tieu cua Marketing kinh doanh khach san 11 1.1.4.2 Nhtrng dac trung cua marketing khach san 13 1.2 Marketing hon hop kinh doanh 14 1.2.1 Ban chat cua marketing hon hop 14 1.2.2 Viec can thiet phai xay dung chien lupc marketing hon hop kinh doanh khach san .14 1.2.3 Cac bo phan cau cua marketing hon hop 14 1.2.3.1 Chinh sach san pham 15 1.2.3.2 Chinh sach gia 17 1.2.3.3 Chinh sach phan phoi 29 1.2.3.4 Chinh sach xuc tien 31 1.3 Cac thong tin thir cap ve dac diem cua thi trirong khach Nhat Ban - Thi trirbng muc tieu cua khach san vuon thu 36 1.3.1 Dac diem dieu kien tir nhien, chinh tri, kinh te, xa hoi cua nude Nhat.36 1.3.2 Doi song van hoa tinh than cua ngubi Nhat Ban 36 1.3.3 Tam ly va phong each tieu dung nguoi Nhat Ban 38 CHlTONG 2: THUC CHINH SACH MARKETING HON HOP • TRANG • • HUtJNG VAO THI• TRUING KHACH NHAT CUA KHACH SAN • • LIEN DOANH Vl()N BAC THU DO - CAPITAL GARDEN 40 2.1 Tong quan ve Khach san lien doanh Virbn Bac Thu Do - Capital Garden Hotel 40 2.1.1 Qua trinh hinh va phat trien: 40 2.1.2 Chuc nang, nhiem vu va co cau to chuc cua Cong ty 42 2.1.3 Mot so dieu kien kinh doanh cua khach san lien doanh Capital Garden45 2.1.3.1 Dieu kien ve doi tac: 45 2.1.3.2 Dieu kien ve co so vat chat ky thuat 46 2.1.3.3 Dac diem ve thi trubng va cac doi thu canh tranh 46 2.1.3.4 Dieu kien ve nhan sir 51 2.2 Ket qua hoat dong kinh doanh cua khach san giai doan 2002 - 2006 52 Thirc 2.3 trang chinh sach marketing hon hop hirong vao thi trirong khach Nhat Ban cua khach san Capital Garden giai doan 2002 - 2006 56 2.3.1.Khai quat thi trubng khach Nhat cua khach san Capital Garden 56 2.3.1.1 Ket qua khai thac thi truong khach Nhat cua khach san 56 2.3.2.Cac chinh sach marketing hon hop dang ap dung doi voi thi truong Nhat cua khach san Capital Garden 65 2.3.2.1 Chinh s ach s an n ham .65 2.3.3.2 Chinh s ach hia 72 2.3.3.3 Chinh s ach s>han nhoi 77 2.3.3.4 Chihh s ach hue ti en n on n op 80 2.3.4.Nhan xet va danh gia 86 Nhung 2.3.4.1 uu diem cua chinh sach marketing hon hop hudng vao thi truong khach Nhat cua khach san 66 Nhung 3.4.2 mat ton tai cua hoat dong marketing hon hop huong vao thi truong khach Nhat cua khach san 88 CHVONG 3: MOT SO GIAI PHAP HOAN THIEN CHINH SACH • • MARKETING HON HOP CUA • NHAM THU HUT KHACH NHAT • KHACH SAN LIEN DOANH VUttN GARDEN BAC THU DO - CAPITAL 91 3.1 Trien vong phat trien cua hoat dong kinh doanh Khach san o Viet Nam thoi gian toi 91 3.1.1 Nhung thach thuc doi voi nganh kinh doanh du lich - khach san o Viet Nam: 91 3.1.2 Thoi co va trien vong phat trien nganh kinh doanh khach san o Viet Nam thoi gian toi 94 3.2 Xu huong bien dong cua thi truong khach Nhat Ban den Viet Nam, den Ha Noi thoi gian toi Nhung thuan loi va kho khan khai thac, phuc vu thi truong khach Nhat Ban 96 3.2.1 Xu U uong b ien n ong c ua thi truing ghach Nhat IB an *96 3.2.2 Nhung thuan loi va kho khan khai thac, phuc vu thi truong khach lNiat97 3.2.2.1.Nhung thuan loi: 97 3.2.2.2 Nhtrng kho khan: 98 3.3 Phiromg hu’O’ng, muc tieu va nhiem vu cua khach san Capital Garden thoi gian ton .99 3.2.1 Phuang hudng chung: 99 3.2.2 Muc tieu cu the: 100 3.4 Mot so giai phap nham hoan thien chinh sach marketing hon hop cua khach san Capital Garden de thu hut khach Nhat Ban 102 3.4.1 Hoan thien chinh sach san pham 102 3.4.2 Hoan thien chinh sach gia 106 3.4.3 Hoan thien chinh sach phan phoi 109 3.4.4 Hoan thien chinh sach xuc tien hon hop 110 3.5 Mot so kien nghi ve cac giai phap ho tro 113 3.5.1 Doi vdi chinh phu 113 3.5.2 Ddi vdi Tong cue Du lich 115 3.5.3 Doi vdi co quan ban nganh tai Ha Noi 115 KET LUAN 117 LOT CAM ON Toi xin tran cam on toan the cac thay co giao cong tac tai khoa Du lich va khach san, Dai hoc Kinh te Quoc dan da giang day va giup toi qua trinh hoc tap va nghien cuu Dong thoi toi cung xin cam on sir co vu, dong vien, giup cua gia dinh, ban be, dong nghiep da tiep sue cho toi qua trinh nghien ctru Cam on ban giam doc khach san Capital Garden da tao dieu kien cho toi thu thap tai r •> lieu va cung cap thong tin cho toi de hoan luan van Dac biet toi xin gui loi cam on sau sac toi Tien si Nguyen Van Manh, truong khoa Du lich va Khach san, ngubi da het minh huong dan, giup toi hoan luan van thac sy Ha Noi, thang 10 nam 2004 Hoc vien Le Thi Hong Van DANH MUC CHIT VIET TAT CGH : CAPITAL GARDEN HOTEL SARS : Benh dich viem dudng ho hap cap KS : Khach san DANH MUC BANG Bang 2.1 : Co cau khach theo quoc tich cua khach san Capital Garden 49 giai doan 2002 - 2006 49 Bang 2.2 : Ty khach Nhat Ban so vdi khach quoc tich khac 50 Bang 2.3: Co cau ve lao dong cua Khach san 52 Bang 2.4 : Tinh hinh kinh doanh cua khach san Capital Garden giai doan 200- 2006 53 Bang 2.5 : Co cau dich vu tong doanh thu 54 Bang 2.6: Ty thi trudng khach Nhat cua khach san 56 Bang 2.8 : Ket qua khai thac thi trudng khach Nhat cua khach san Capital Garden theo cac cong ty gui khach 59 Bang 2.9: Co cau khach Nhat Ban cua Khach san theo muc dich chuyen di va theo thdi gian luu lai tai khach san 60 Bang 2.10: Co cau chi tieu cua khach Nhat tai khach san 64 Bang 2.1 l:Tong hop y kien danh gia cua khach Nhat ve chat lupng san pham dich vu cua khach san 71 Bang 2.12: Gia phong cua khach san Capital Garden giai doan 2002-2006 72 Bang 2.13: Bang so sanh muc gia phong tieu chuan (nam 2006) danh cho thi trudng khach Nhat cua khach san Capital Garden va mot so khach san canh tranh true tiep 74 Bang2.14: Tong hop danh gia cua khach Nhat ve muc gia cua cac dich vu hang hoa khach san 76 Bang 3.1: Lupng khach Nhat Ban va quoc te den Viet Nam ttr nam 1995 -2006 96 DANH MUC BIEU, SO DO HINH VE Bieu 2.1: Co cau khach cua khach san Capital Garden giai doan 2002 - 2006 theo muc dich chuyen di 47 Bieu 2.2: Co cau khach quoc te, noi dia cua khach san 49 Bieu 2.3: Ty thi truong khach Nhat Ban cua khach san nam 2006 57 Bieu 2.4: Co cau khach Nhat Ban cua khach san Capital Garden theo tuoi 62 So 2.1: Mo hinh to chuc bo may cua khach san 43 So 2.2: Kenh phan phoi cho thi truong Nhat cua khach san Capital Garden 78 TRlfCJNG DAI HOC KINH TE * QUdC DAN *** LE THI HONG VAN HOAN THIEN CHINH SACH MARKETING HfiN HOP NHAM THU HUT KHACH NHAT BAN CUA KHACH SAN LIEN DOANH VlflJN BAC THU DO CAPITAL GARDEN HOTEL Chuyen nganh: Du lich va Khach san TOM TAT LUAN • VAN THAC • Si HA NOI - 2007 114 dong nganh du lich bang cac bien phap kiem tra, giam sat viec thuc thi luat du lich, cac thong tu, chi thi co lien quan Day manh chuong trinh hanh dong quoc gia ve du lich nham muc tieu quang ba du lich Viet Nam thi truong du lich quoc te, tao them nguon lire cho su phat trien, nang cao hinh anh va vi the cua du lich Viet Nam tren truong Quoc te De thuc hien cong chien luoc va chuong trinh hanh dong quoc gia ve du lich can co mot he thong giai phap dong bo, co su tap trung vao viec tao moi trubng an toan va giao thong thuan loi, tang cubng phoi hop lien nganh, dia phuong > > cong tac quy hoach dau tu, phat trien nguon nhan luc, chu dong hoi nhap, nang cao nang luc quan ly nha nuoc ve du lich Phat trien nguon nhan luc du lich dong vai tro dac biet quan de dam bao thuc hien cong chien luoc va chuong trinh hanh dong quoc gia ve du ljch Can dong thoi quan tam dao tao nguoi true tiep lam du lich va giao due du lich cho cong dong dan cu noi khach den du lich Dao tao phat trien nhan lire du lich can co su phoi hop giua nganh du lich voi cac bo, ban nganh dia phuong Nhung nguoi lam du lich true tiep phai co pham chat tot, can dupe trang bi sir hieu biet, tu hao ve dat nuoc nguoi Viet Nam, van hoa ung xu, nghiep vu va ngoai ngu Dao tao boi duong can bo quan ly de co du kien thuc va trinh de hoach dinh chinh sach, huong dan to chuc thuc hien va xtr ly cac tinh huong thuc hien chien luoc phat trien du lich Tang cubng dau tu de sbm co cac khu du lich tong hop quoc gia va nhung khu du lich chuyen de, tao nhung san pham du lich mang dam da ban sac dan toe, du sire canh tranh, thu hut khach du lich quoc te Dac biet quan trong giai doan hien nay, chinh phu va chinh quyen dia phuong cua hai Ha Noi va Ho Chi Minh can nhanh chong quy hoach quy dat keu goi dau tu vao cac du an xay dung cac khach san cao cap de giai quyet tinh trang thieu phong, phan dau den nam 2010 ca Viet Nam se co tir 15 den 20 ngan phong dat tieu chuan va 115 3.5.2 Ddi vdi Bo Van hoa The thao va Du lich Tong cue Du lich Viet Nam nen co nhirng hoat dong nham thu hut khach du lich Nhat Ban: - Nang cap, cai tao co sd vat chat don tiep (phat trien ve so lupng, chat luong cac phdng dat tieu chuan quoc te) - Phoi hop vdi hang Hang khong quoc gia Viet Nam, Japan airline, Nippon airway tang cudng tan suat chuyen bay thang tir Viet Nam den Nhat Ban - Td chuc nhieu ldp boi dudng nghiep vu, nang cao ky nang td chuc cac chuong trinh du lich cho hudng dan vien tieng Nhat - Tham gia Hoi dong Xuc tien Du lich chau A: td chuc cac chuong trinh du lich khao sat tai Nhat Ban cho cac doanh nghiep Viet Nam; chuong trinh khao sat Ha Noi va vung phu can cho cac quan chuc du lich cua Nhat Ban - Phoi hpp cung Dai sir quan Viet Nam tai Nhat Ban, Vietnam Airlines td chuc hoat dong xuc tien nham tuyen truyen cho van hoa Viet Nam, thu hut khach du lich Nhat Ban - In an cac an pham: CD-ROM, tap gap, cac chuong trinh xuc tien bang tieng Nhat de gidi thieu Viet nam vdi du khach Nhat Ban Cac an pham can phai cd cac thdng tin chi tiet va cac hinh anh minh hoa ve cac diem du lich, cac tai nguyen du lich ma khach Nhat Ban ua thich, cac co sd kinh doanh phuc vu duoc khach Nhat Ban danh gia cao, cac co sd kinh doanh cd du kha nang dieu kien dap ung duoc nhu cau cua khach Nhat Ban 3.5.3 Ddi vdi ca quan ban nganh tai Ha Noi - Uy ban Nhan dan Thanh Ha Noi tiep tuc cai each cac thu tuc hanh chinh, cd chinh sach khuyen khich dau tu nude ngoai noi chung va cua cac doanh nghiep Nhat Ban noi rieng vao Ha Noi - CAn phai cd mot su phoi hpp dong bo va chat che cua cac co quan ban nganh Ha Noi de cd nhung bien phap tich cue nham tao mot mdi trudng du lich tot, an ninh va an toan, dudng sach se, bao ton va gin gitr cac di tich cua Ha Noi, giao 116 due va tuyen truyen nguai dan Ha Noi co thai ung xu van minh voi khach du lich quoc te - So Du lich Ha Noi to chuc cac buoi bao cao, trao doi kinh nghiem giua cac chuyen gia ngudi Nhat vdi cac doanh nghiep kinh doanh du lich tren dia ban ve thi trudng du lich Nhat Ban - Phoi hop vdi Van phdng dai dien Ha Noi tai Tokyo, Sd Du lich Ha Noi phai la co quan chinh tang cudng cac hoat dong xuc tien cho du lich Ha Noi den thi trudng gui khach Nhat Ban nham xay dung va tri hinh anh du lich Ha Noi, nham tao lap quan he va thu hut nguon khach tir thi trudng - Ve chinh sach quang ba xuc tien du lich: Thanh nen ho tro cac nguon ngan sach cho cac dot quang ba tap trung, ma Thanh la nong cot, cac doanh nghiep tham gia Co nhu vay mdi tao dung duoc hinh anh Viet nam tren the gidi - Thuc hien dong bo va hieu qua hon mdi quan he lien nganh, lien vung du lich Su phoi hop dong bo va an khdp giua nganh du lich vdi cac nganh co lien quan nhu Hang khdng, Ngoai giao, Cong an, Quoc phdng, van hoa, giao thong se giup khach du lich den Ha noi (dac biet la khach quoc te) dupe thuan tien hon 117 KET LUAN Ngay nay, cung vai su phat trien chung cua ca nen kinh te, nganh du lich khach san cung co budc phat trien rat nhanh chong, he thong cac khach san cang phat trien ca ve lugng va chat da dat cac khach san vao mot cuoc canh tranh gay gat de co mot cho dung vung chac tren thi truong De chien thang cuoc canh tranh do, cac khach san phai co mot chien lugc kinh doanh dung dan, chien lugc marketing cang dong vai tro quan De thich ung dugc voi nhung thay doi cua moi truong va thi truong, cac khach san can phai ap dung dinh huong marketing (hay dinh huong khach hang) Do la uu tien trudc het cho yeu cau cua khach hang “Hay ban nhung gi ma khach can” da thau tom toan bo hoat dong cua cong tac marketing Chien lugc marketing vdi su ket hgp tuyet voi cua bon chinh sach: san pham, gia, phan phoi va xuc tien hon hgp la bien phap huu hieu de thu hut khach hang Khach san Vuon Bac Thu Do - Capital Garden da cong viec khai thac thi truong khach Nhat, mot thi truong tiem nang co muc tang trudng kha, mot thi truong noi tieng kho tinh nhung co kha nang chi tra tuong doi cao Khach san da cong la nho vao viec da cung cap mot san pham dich vu tong hgp co chat lugng cao dap ung dugc nhu cau cua khach Nhat, cung vdi viec to chuc kenh phan phoi, hoat dong giao tiep khuyech truong va nhung chinh sach gia phu hgp Tuy nhien qua trinh kinh doanh khai thac thi truong Nhat, khach san da khong tranh khoi nhung thieu xot va tdn tai doi hoi khach san phai tiep tuc nghien cuu dac diem tieu dung cua thi truong muc tieu de va hoan thien chinh sach markeing hdn hop cua minh de tri dugc the manh va md rong hon nua thi phan cua minh Thong qua viec nghien cuu dac diem cua thi truong khach Nhat Ban noi chung va thuc trang khai thac thi truong Nhat cua khach san, de tai dua nhung bien phap nham da dang hoa, doi mdi va nang cao tinh thich ung cho san pham cua khach san; ap dung linh hoat chinh sach gia, cai tien hoat dong phan phoi, tang 118 cudng hoat dong xuc tien hon hop nham giup khach san thu hut cang nhieu khach Nhat Ban De tai hy vong se dong gop duoc nhung y kien thiet thuc nham giup khach san Capital Garden tang cudng kha nang khai thac thi trudng khach day tiem nang nay, nang cao doanh thu va loi nhuan dat duoc cac muc tieu tong hop da de Trong qua trinh nghien cuu, de tai kho tranh khoi nhung khiem khuyet va thieu xot nhung han che ve kien thuc va nhung danh gia cdn mang tinh chu quan cua ngudi viet Toi xin cam on va rat mong nhan duoc su nhan xet dong gop cua cac thay co giao, Ban giam doc khach san va cua doc gia de luan van duoc hoan thien hon TAI LIEU THAM KHAO Tigng Viet Truong Dinh Chien, (2002), Quan tri marketing, Nxb Thong ke Dai hoc Kinh te Quoc dan Ha Noi, (2005), Toi uu hoa cac dich vu du lich: Trien vong tuang lai cho Viet Nam, Ky yeu hoi thao khoa hoc Tran Minh Dao, (1999), Giao trinh marketing, Nxb Thong ke Nguyen Van Dinh, Nguyen Van Manh, (1996), Giao trinh tam ly va nghe thuat giao tiep, ungxu kinh doanh du lich, Nxb Thong ke Hiep hoi du lich TPHCM, Truong Dao tao Nghiep vu Du lich Sai Gon, Quan ly khach san, Nxb Tre Tran Thi Minh Hda va nhom nghien cuu, (2007), Mot so gidi phap phat trien thi trudng khach du lich Nhat Ban cua Ha Noi, De tai khoa hoc cap bo Pham Mai Huong, (2005), Nghe thuat kinh doanh va ung xu van hoa mot so nude tren the gidi, Nxb Van hoa - Thong tin Khach san Capital Garden, (2006), Bao cao ket qua hoat dong kinh doanh 2002-2006 Philip Kotler, (2006), Marketing can ban, Nxb Lao dong - Xa hoi 10 Luat du lich, (2005), Nxb Chinh tri Quoc gia 11 Nguyen Van Manh, Hoang Lan Huong (2004), "Giao trinh quan tri kinh doanh khach san", Nxb Lao dong - Xa hoi 12 Alastair M.Morrison, (1998), Marketing linh vuc lu hanh va khach san, Tong cue du lich 13 Luu Van Nghiem, (2001), Marketing kinh doanh dich vu, Nxb Thong ke 14 Micheal Porter, (1996), Chien luac canh tranh, Nxb Khoa hoc ky thuat 15 Tong cue du lich, Tap chi du lich Viet Nam 16 Thong tin thu duoc tir phieu dieu tra doi vdi khach Nhat Ban dang sir dung dich vu cua khach san Capital Garden 17 Thdng tin tir internet Tieng Anh 18 Francis Buttle, Hotel and Food Service Marketing A m Managerial Approach, Cassell PHU LUC LTV^6 ^7 đJOttA^ 2007^ j ttcô6^ lto g^me A;Aomft3>pj-LT^&K£fa±-t3< h±2^w^)t^^ eb £ ? txrraao oiw^eo e a-tu# a v eb $ ao\&a *A»