CHNG 2: THC TRNG V CHNH SCH MARKETING HN HP TI KHCH SN RIVERSIDE NNG TRONG THI GIAN QUA

2.1 Tng quan v khch sn Riverside Nng 2.1.1 Khi qut v khch sn Riverside Nng Khch sn Riverside Nng hin ang ta lc trn mt v tr rt l tng, nm dc theo con ng mi Trn Hng o kh quan trng ca thnh ph, pha trc l dng sng Hn gn vi nhng ln bn pho hoa ni ting, khch sn cn nm st bn cnh cy cu Rng ang xy vi trin vng l cy cu c trng ring cho thnh ph. ng trn nhng tng cao, khch c th thy bao qut ton b thnh ph v cm nhn ht v p ca thnh ph th loi mt. Khch sn Riverside Nng t tiu chun quc t 3 sao, gm 2 ta nh, ta th nht vi 16 tng gm 107 phng c trang b ni tht, tin nghi hin i, kt hp vi h sn phm dch v phong ph, ta nh th 2 c dng chuyn bit cho mc ch phc v khch hi ngh, hi tho, t chc tic ci, Khch sn cng t ho l mt im l tng cho vic t chc cc bui hi tho, s kin vi cc trang thit b h tr t tiu chun, c chc cha gn 500 khch, cng vi nhiu dch v tin ch khc i km. Cc nh hng phc v m thc, c bit l cc nh hng tic ci c cha n 800 khch vi gi thc n phi chng v cc chng trnh khuyn mi hp dn. Khch sn cn c mt nh hng tng thng, l v tr l tng t chc chng trnh m thc ngoi tri, vui chi v thng thc cnh p ca thnh ph Nng c bit l trong cc ngy l hi bn pho ha quc t c t chc hng nm. Khch sn Riverside Nng chnh th i vo hot ng vi: Tn giao dch hin nay: a ch in thoi Fax : : : DANANG RIVERSIDE HOTEL A30 Trn Hng o, qun Sn Tr, thnh ph Nng (84) (0511) 3946-666 (84) (0511) 3946-310

Email Website

: :

info@danangriverside.vn danangriversidehotel.com.vn

2.1.2 Qu trnh hnh thnh v pht trin ca khch sn Khch sn Riverside Nng c xy dng nm 2005, thuc s hu ca mt Vit kiu Canada. 1/1/2008, khch sn c bn li cho mt tp on cng nghip tu thy Vit Nam Vinashin. C s xy dng li kt cu h tng, gm 2 ta nh. Mt ta 2.500 m2 gm 17 tng, v mt ta nh vi din tch 1.500 m2 chnh thc c s dng vo 8/2008, ta nh ny c s dng hu nh l chuyn bit cho mc ch t chc cc cuc hp, hi ngh, tic ci, 22/11/2009, khch sn Riverside Nng chnh thc tr thnh n v thnh vin ca cng ty c phn xy lp du kh Min Trung (Mien Trung Petroleum Construction Joint Stock Company). 27/2/2012, khch sn Riverside Nng quyt nh nng cp khch sn t mc 3 sao ln 4 sao, hin vn ang trong thi gian nng cp. 2.1.3 Chc nng v nhim v ca khch sn 2.1.3.1 Chc nng Cng nh tt c cc khch sn khc, khch sn Riverside Nng vi chc nng chnh l ph v khch lu tr nhm cung cp cc sn phm du lch cho khch v m bo cht lng phc v. 2.1.3.2 Nhim v Hot ng du lch oc a vo nc ta t rt sm v c kh nhiu hot ng kinh doanh phong ph. Trong kinh doanh khch sn l mt trong nhng hot ng kinh doanh ng vai tr quan trng nht, v l mt hot ng kinh t mang tnh tng hp cao, ngoi ra khch sn cn l ni gp g, giao lu, ca nhu ngi, nhiu quc gia v v th, khch sn phi m bo an ton cho khch cng nh nhn vin v vn v sc khe, vt cht, rng hn l cc vn v x hi, truyn thng dn tc cc nc trn th gii. Bn cnh khch sn cn phi thc hin cc nhim v khc nh:

Kinh doanh ng ngnh ngh ng k m bo v sinh an ton thc phm Khai thc cc dch v mt cch ph hp M rng hot ng kinh doanh lu tr, lun ch ng trong vic tm kim ngun khch m bo cht lng cc c s vt cht trong khch sn m bo cung ng dch v cho khch hng ng mc cht lng cam kt.

2.1.4 C cu t chc ca khch sn: 2.1.4.1 S b my t chc Gim c

Trng phng T chc Hnh chnh, nhn s

Trng phng Kinh doanh

K ton trng

NV

NV

NV

Trng BP bung phng

Trng BP F&B

Trng BP dch v b sung

Trng BP l tn

Bp trng

Trng BP k thut

Trng BP bo v

NV bung

NV git l

NV bn

NV bar

NV

NV l tn

NV n tip

NV bp

NV tp v

NV IT

NV bo tr

NV

NV NV bar bar

Hnh 2.1: S b my t chc ca khch sn Riverside Nng Ch thch: Quan h trc tuyn

Quan h chc nng Ngun: phng nhn s khch sn Riverside Nng 2.1.4.2 Chc nng, nhim v ca cc phng ban, b phn chnh trong khch sn Gim c khch sn: l ngi quyt nh v chu trch nhim cho khch sn trc php lut. iu hnh trc tip cc b phn trong khch sn, gim c chu trch nhim cao nht v vic qun l doanh thu, chi ph, li nhun, cc quyt nh v iu hnh pht trin khch sn. Phng kinh doanh: C nhim v nghin cu th trng, xy dng cc chng trnh khuyn mi, giao dch, bn v k hp ng vi cc hng du lch, cc i l, cng ty trong nc cng nh quc t, t chc cc chng trnh qung cc cho khch sn trn cc phng tin thng tin i chng. Ngoi ra cn l ni tip nhn yu cu t phng trc ca khch sn, sau a danh sch cho b phn L tn. Phng k ton: C nhim v thu thp, phn loi, x l v tng hp s liu v thng tin v cc hot ng ti chnh mi ngy nhm xc nh, cung cp thng tin cn thit cho cc i tng cn s dng thng tin. Phn nh cc chi ph pht sinh trong k v kt qu thu c t hot ng kinh doanh ca cc b phn nhm phn nh y v c th cc loi vn , tng loi ti sn, gip cho vic kim tra, gim st tnh hiu qu trong vic s dng vn v tnh ch ng trong kinh doanh. Phng t chc hnh chnh nhn s: C nhim v xy dng cc m hnh, t chc b tr nhn lc theo yu cu phc v ca khch sao cho ph hp vi quy m v c im ca khch sn, trin khai vic thc hin cc chnh sch v lng, cc loi bo him, cc chnh sch khen thng cho ngi lao ng theo php lut Vit Nam, v theo chnh sch ca tng cng ty. Ngoi ra cn gim st vic tp hun v pht trin nhn lc trong khch sn, tuyn dng nhn s v cc hot ng tham mu khc cho ban gim c. B phn l tn: l b mt ca khch sn, u mi lin h gia khch v khch sn. Bn cnh l tn cn l b phn tham mu, a ra cc kin xut ph hp tr gip cho b my qun l ca khch sn. B phn l tn cn c trch

nhim to cu ni gia c khch hng v cc b phn khc nh nh hng, bung phng, dch v b sung, to cu ni gia cc b phn trong khch sn. B phn nh hng: l mt trong nhng b phn ln v quan trng ca khch sn, b phn ny c c im l s lng lao ng ln, doanh thu chim t trng ln th 2 trong tng doanh thu ca khch sn. B phn ny c nhim v tm hiu th trng n ung ra cc gii php ci tin cht lng, thay i thc n cho ph hp vi nhu cu ca thc khch.Sp sp bn tic, hi ngh theo yu cu khch hng, lp k hoch, ln danh sch mua sm thm dng c mi thay th nhng dng c b h hng. B phn bung: b phn c phm v lm vic rng, cng vic tng i nng so vi cc b phn khc trong khch sn. C trch nhim v khu v sinh cho ton b khch sn: phng khch , vn phng lm vic,phng hi ngh, hnh lang, tin snh, toilet... m bo v sinh phng t tiu chun trc khi khch n, v i. Theo di qun l ti sn, hng ho trong cc phng khch lu tr. B phn qun l dch v b sung: b sung doanh thu cho khch sn t nhng nhu cu tng thm ca khch hng trong thi gian lu tr, nhng hin nay dch v b sung gp phn ng khch vo doanh thu ca khch sn. Nhim v ca b phn ny l m bo tha mn cho nhu cu ca khch hng, nng cao cht lng dch v, lm a dng thm cc loi dch v tha mn nh cu cho khch. B phn bp: c nhim v lu tr, bo qun thc phm ti sng v ch bin thc n theo thc n cng nh theo yu cu ca khch B phn k thut: c nhim v sa cha, bo tr, bo dng my mc thit b ti khch sn, ng thi m bo h thng thng tin trong khch sn c thng sut gia cc b phn. X l cc s c cc chng trnh phn mm my tnh cho khch sn. B phn bo v: c nhim v qun l mi hot ng an ninh trong khch sn, kim tra vic ra vo ca nhn vin trong khch sn, ghi nhn v pht hin mi hot ng bt thng trong khch sn kp thi gii quyt. 2.2 Kt qu hot ng kinh doanh ca khch sn trong thi gian qua

2.2.1 Kt qu tnh hnh kinh doanh chung ca khch sn Bng 2.1: Tnh hnh kinh doanh ca khch sn Riverside Nng t nm 2009 - 2011 VT: 1000 Ch tiu Tng doanh thu Tng chi ph Li nhun Nm 2009 12.984 7.257 5.727 Nm 2010 Nm 2011 Tc pht trin 2010/2009 2011/2010

140 % 141 % 18.174 25.696 151 % 156 % 10.991 17.197 125 % 118 % 7.183 8.499 Ngun: khch sn Riverside Nng

30.000 25.000 20.000 15.000 10.000 5.000 0 nm 2009 nm 2010 nm 2011 Doanh thu Chi ph Li nhun

Hnh 2.2 : Biu doanh thu qua cc nm (2009 2011) Nhn xt: Qua biu , ta thy rng doanh thu v li nhun tng ca khch sn tng theo tng nm nn c th ni khch sn kinh doanh t hiu qu kh cao. c c iu ny khch sn lin tc n lc hoch nh cc chnh sch, nng cao cht lng, to uy tn, ting tm trn th trng, v cng tc truyn thng, qung b,

cng ng gp mt phn rt quan trng nhm khai thc ti a cng sut n tip, phc v sn c, em li hiu qu kinh doanh ngy cng cao. Nm 2010, tc tng doanh thu ca khch sn so vi nm 2009 tng vt bc, t gn 40%, v tc ny tip tc tng mnh, ln ti 41% nm 2011. Nguyn nhn c c iu ny l do khch sn p dng c nhng chnh sch thu ht khch hng mi, to lng trung thnh khch hng c kh tt nn lng khch ca khch sn tng. Bn cnh , khch sn cng c hng li nh vo nhng chnh sch t chnh ph gip rt ngn cc th tc hnh chnh, t chc nhiu s kin l hi,gip cho a bn ca khch sn c mt lng khch ln hng nm. Bc qua nm 2011, tc tng doanh thu so hu nh khng i so vi nm 2010 nhng tc tng chi ph ca khch sn nm 2011 tng nhiu hn so vi nm 2010, nguyn nhn l do c s bin ng mnh v gi ca nh cung cp u vo, khch sn chuyn i doanh nghip cung cp t cc tiu thng ch sang ly ngun cung phn ln t siu th Metro nhm nng cao cht lng dch v, iu ny lm cho li nhun ca khch sn nm 2011 tng cng kh cao, t 18%, nhng l gim so vi nm 2010. Qua cc nm, th nhn thy rng, khch sn c nhng chnh sch rt tt trong vic thu ht khch lm tng doanh thu, tuy nhin chnh sch qun l v chi ph ca khch sn vn cn cha tt lm mc chi ph tng, nh hng lm cho mc tng li nhun gim xung. Do , trong nhng nm ti, khch sn cn ra cc chnh sch qun l chi ph hiu qu hn, tng c li nhun cho khch sn m vn gi c mc cht lng dch v. 2.2.2 Kt qu v tnh hnh kinh doanh ca tng b phn trong khch sn Bng 2.2 : Tnh hnh kinh doanh ca tng b phn dch v trong khch sn
Ch tiu Tng doanh thu DT lu tr DT n ung DT khc Nm 2009 SL TT % Nm 2010 SL TT% Nm 2011 SL TT%

VT: 1000
Tc pht trin 2010/2009 139.97 137.46 138.27 165.25 2011/2010 141.39 139.00 142.43 153.07

12.98 4 7.941 3.987 1.056

100.00 61.16 30.71 8.13

18.17 4
10.916 5.513 1.745

100.00 25.696 100.00 60.06 30.33 9.60 15.173 7.852 2.671 59.05 30.56 10.39

Ngun: khch sn Riverside Nng Phn tch c cu doanh thu ca khch sn theo doanh thu cc b phn dch v thy c trong khch sn b phn no to doanh thu cao nht, b phn to doanh thu t nht, song song vi nhng vn l tm ra nguyn nhn dn n kt qu tt hoc xu trn, t a ra hnh ng, bin php ph hp. Qua s liu cho thy doanh thu cc b phn dch v trong khch sn qua cc nm u tng cao. C th, nm 2011, doanh thu b phn lu tr tng 39%, b phn n ung tng 42 %, v cc khon doanh thu khc tng vt bc n 53 %, tt c nhng iu ny lm cho tng doanh thu ca c khch sn nm 2011 tng ti 41% so vi nm 2010. S d c c iu ny l do nhng nm gn y, nn kinh t c n nh v tip tc pht trin, khng nhng khch du lch ngh dng tng cao m khch du lch cng v cng tng ng k, khch sn bit tn dng nhng iu ny thu ht khch cho mnh, bn cnh , phn chnh cng l nh vo chnh sch thu ht khch tt, cht lng dch v phng c nng cao, cht lng ca cc mn n lun m bo, gip tng s hi lng ca khch hng. Nhn chung, ta c th thy doanh thu b phn lu tr chim phn ln trong tng doanh thu, chim gn 59% c 2 nm, y l b phn to doanh thu ln nht cho khch sn. Doanh thu t dch v n ung ca khch sn l ngun doanh thu ln th 2, trung bnh l chim ti gn 39% trong tng doanh thu ca khch sn, nm 2010, doanh thu b phn ny tng 38% so vi nm 2009, v mc tng ny tip tc tng vo nm 2011, ti 42%, c c iu ny l do khch sn c cc chnh sch thu ht, qung b tt hnh nh ca mnh, thc hin gim gi ng thi im, t thu ht c mt lng khch hng ln n t chc tic ti khch sn, c bit l cc tic ci, cc hi ngh hi tho, bn cnh , khch sn lun tm cch ci tin thc n sao cho ph hp vi nhu cu ca khch, lm a dng cc mn n, khng ngng nng cao cht lng b phn nh hng. Cc khon doanh thu khc t cc dch v b sung tuy c tng t vt bc qua cc nm, u trn 50%, nhng chng ch chim mt t l nh trong tng doanh thu ca khch sn, trung bnh ch chim 2%. iu ny cho thy, h sn phm dch

v b sung khch sn kh ngho nn, khng hp dn du khch nhiu, y l yu t gp phn nh hng n thi gian lu li bnh qun ca khch. V vy, khch sn cn c chnh sch xy dng li h sn phm dch v b sung sao cho ph hp nht vi nhu cu ca phn ln du khch, kt hp vi mc cht lng ng b, nh th c th gip khch sn tng c doanh thu t b phn ny, ng thi lu gi khch c lu hn. 2.3 Tnh hnh thu ht khch ca khch sn giai on 2009 -2011 2.3.1 Tnh hnh bin ng khch ca khch sn t nm 2009 - 2011 Trong hot ng kinh doanh khch sn, vic khai thc v thu ht khch l mt vn quan trng mang tnh cht sng cn ca khch sn bi c khch n lu tr th khch sn mi c c doanh thu t cc sn phm dch v ca mnh. Vic phn tch tnh hnh tng gim lng khch n khch sn s c ngha trong vic xy dng phng n, k hoch kinh doanh cng nh nh gi v hot ng kinh doanh ca khch sn. V nh gi c tnh hnh bin ng khch ca khch sn, ta cn xem xt cc ch tiu v s lt khch, s ngy khch, thi gian lu li bnh qun ca khch cho c 2 i tng khch chnh l khch quc t v khch ni a. Bng 2.3: Tnh hnh bin ng ngun khch ti khch sn Riverside Nng Nm 2010 TT VT SL (%) 14.978 100 Lt 8.715 58.2 khch 6.263 41.9 24.586 100 Ngy 12.577 51.2 khch 12.009 48.8 Ngy 1.64 1.44 Nm 2011 TT SL (%) 17.256 100 9.492 55.0 7.764 45.0 34.721 100 18.995 55.7 15.726 44.3 2.01 2.00 Nm 2011 Tc PT % TT SL 2010/2009 2011/2010 (%) 21.273 100 115.2 123.3 11.027 51.8 108.9 116.2 10.246 48.2 124.0 132.0 50.176 100 141.2 144.5 28.433 56.7 151.0 149.7 21.743 43.3 131.0 138.2 2.26 2.58 122.6 138.7 117.2 128.9

Ch tiu 1. S lt khch a. Khch quc t b. Khch ni a 2. S ngy khch a. Khch quc t b. Khch ni a 3.Thi gian lu li bnh qun a. Khch quc t

b. Khch ni a

1.92

2.03

2.12

105.6

104.8

Bng s liu trn cho thy, nm 2010 s lt khch quc t cng nh khch ni a tng cao, c bit l khch ni a, tng n 24%, lm cho s lt khch trung bnh hng nm tng 15.2%. C c iu ny l nh khch sn c nhiu chnh sch thu ht khch ni a, c s vt cht k thut ngy cng c nng cao, i ng nhn vin giu kinh nghim, nhit tnh, nim n, kt hp vi nhng chnh sch khuyn mi hp l, thu ht mt lng khch ng k n vi khch sn. Nm 2011, lt khch n vi khch sn tip tc tng, ln ti 23%, c bit trong nm nay, lt khch quc t tng gp i so vi nm trc, khch ni a cng tng cao. L do l khch sn khng nhng tp trung ngun lc vo vic thu ht khch ni a m cn ch trng u t thm nhiu vo th trng hp dn l quc t, khch sn c nhiu chnh sch mm do cho i tng khch nc ngoi ny, c bit l cho cc on khch ln, t chc qung b hnh nh ca mnh rng hn na trn th trng th gii. T nm 2009 n nm 2011, khch sn ch trng hn vic pht trin thm cc dch v b sung, tuyn thm nhn vin c trnh chuyn mn cao cng nh u t thm h thng c s vt cht k thut trong cc lnh vc nh spa, massage, xng hi, jacuzzi, iu ny gp phn quan trng vo vic lm tng thi gian lu li bnh qun ca khch, c khch ni a, v khch quc t, qua c th thy tm quan trng ca vic khai thc v s dng cc dch v b sung ti khch sn l v cng quan trng, khng nn xem nh b qua. Ni tm li, trong thi gian qua, n lc thu ht khch ca khch sn trong cc chnh sch marketing rt c hiu qu, gip kch thch chi tiu ca khch. Tuy nhin c th tng thm c s lt khch, thi gian lu li bnh qun ca khch, khch sn cn tip tc nng cao cht lng sn phm p ng c nhu cu ca khch, a dng thm cc sn phm dch v, duy tr n lc thu ht khch n vi khch sn trong tng lai. 2.3.2 C cu khch v c im ngun khch ca khch sn

Bng 2.4: C cu khch theo quc tch ti khch sn Riverside Nng VT: Khch Nm Quc gia M Hn Quc Trung Quc Thi Lan Cc nc khc Tng 8.715 100 9.429 100 11.027 100 777 108.9 1.535 116.2 Ngun: khch sn Riverside Nng Nhn chung, s lng khch du lch quc t trong giai on t nm 2009 n nm 2011 tng theo tng nm, nm 2011 tng gp i so vi lng tng nm 2010. T bng trn, lng khch n t Thi Lan l lng khch chnh quen thuc ca khch sn, bi t trng ca khch n t nc ny lun chim trn 55%, y l lng khch em li doanh thu ln cho khch sn, tuy nhin, qua nhng nm gn y, lng khch ny n vi khch sn ngy cng st gim, c th k n nguyn nhn l do chu s nh hng t tnh hnh chnh tr hin vn cn cha n nh trong nc, lm nhu cu du lch ca ngi dn gim, bn cnh , cng mt phn do thiu s lin kt gia cc daonh nghip du lch Thi Lan v Vit Nam trong qu trnh hp tc dn n tnh trng cht lng du lch km. Ngc vi xu hng trn l s gia tng ca lng khch t Trung Quc v Hn Quc, c bit l lng khch n t Hn Quc, lng khch ny hu nh l tng gp i so vi nm trc, mc d lng khch Hn Quc ch chim mt t l 2009 TT SL % 296 3.4 156 1.8 922 6.523 818 10.6 74.8 9.4 2010 TT SL % 205 2.2 356 3.8 1.523 6.387 1.021 16 67.3 10.8 2011 SL 287 718 2.043 6.418 1.561 TT % 2.6 6.5 18.5 58.2 14.2 So snh 2010/2009 2011/2010 CL % CL % (91) 69.3 82 140.0 200 228.2 362 201.7 601 (136) 203 165.2 97.6 124.8 520 31 540 134.1 100.5 152.9

nh trong tng lng khch quc t nhng cng c th nhn nhn y l mt th trng tim nng cho khch sn trong tng lai di bi cnh nc ta ang ngy n nh v mt chnh tr, kinh t- x hi. 2.3.3 Phn tch tnh thi v ca ngun khch ti khch sn Vic xc nh tnh thi v du lch ti khch sn ng vai tr rt quan trng trong vic lp cc k hoch hot ng ca khch sn trong tng lai. T vic phn tch tnh thi v ny, khch sn c th nhn bit c quy lut bin ng trong kinh doanh, bit c ma du lch chnh v ma tri v ca khch sn, t c nhng chnh sch ph hp vi tng ma, v d chnh sch gi, chnh sch iu phi lao ng, u t, qung b,nhm hot ng hiu qu hn. Bn cnh , vic phn tch cn gip cho nh qun tr ca khch sn c th d on c lng khch theo tng thng trong nm, d on c nh cu v bung phng theo tng thng, 2.3.3.1 Cc bc xc nh tnh thi v - Cc bc xc nh Bc 1: Lp dy bin ng s lng khch du lch theo thi gian Bc 2: Loi b cc nh hng t bin, ngu nhin bng cch tnh s bnh qun lng khch du lch ca tng thng trong nm.
yj =
n

y
i =1

ij

Vi y: s khch thng th j ca nm i n : S nm quan st

y
j

: S khch du lch bnh qun ca thng j trong dy

n nm. Bc 3: Xc nh tr bnh qun ca 1 thng trong nm

y=

y
j =1

12

= 961.2

12

Bc 4: Xc nh bin ng thi v
Ij = yj y

Vi: I : H s thi v tng thng

y j : S khch du lch bnh qun ca thng j trong dy n nm. y : S bnh qun chung mt thng

Bng 2.5: Tnh thi v ca khch sn giai on 2009 2011 VT: Khch
Thng/ Nm

1 1.424 1.437 1.524 1,52

2 1,5 1 0,5 0

2 874 904 927 0,94

3 864 883 901 0,92

4 1487 1507 1576 1,58

5 647 684 781 0,73

6 478 506 557 516,7 0,53

7 857 592 636 695,0 0,72

8 475 497 557 509,7 0,53

9 431 476 544 0,53

10 1.021 1.172 1.294 1,21

11 1.184 1.283 1.357 1,33

12 1.351 1.452 1.478 1,48

2009 2010 2011

Yj Ij

1461,7 901,7

882,7 1523,3 704,0

483,7 1162,3 1274,7 1427,0

10

11

12

Hnh 2.3: Ch s thi v ca khch sn qua cc nm Qua phn tch tnh thi v kt hp vi th biu din quy lut tnh thi v ca khch sn Riverside Nng qua 3 nm nh trn, ta nhn thy rng, i vi khch sn, ma cao im nm cc thng 10, 11, 12, 1 v thng 4. Lng khch cc thng ny ng l do, vo nhng thng cui nm, khch du lch quc t thng c xu hng sang nc ta trnh rt, do thi tit kh hu ca nc ta tng i hi

ha, d chu i vi du khch, hn na nhng thng ny, tp trung nhiu ngy l hi nh: t c truyn, gi t Hng Vng, c bit l l bn pho hoa quc t c t chc hng nm lm cho lng khch tng vt bc vo thng 4. T y, c th gip cho khch sn a ra cc quyt nh mt cch chnh xc hn, v d: vo nhng ma chnh v nh trn, khch sn c th s dng thm lao ng cng nht nh sinh vin ngoi lc lng lao ng chnh ti khch sn, hoc khch sn iu tit mc gi ph hp hn vi tng ma du lch ca khch sn, hay xy dng nhng chnh sch qung co thu ht khch sao cho ng thi im nht, thng thc hin qung co trc 3 thng trc ma thp im, c th tng kh nng thu ht khch n vo ma ny. 2.4 Thc trng v chnh sch marketing hn hp ti khch sn trong giai on 2009-2011 2.4.1. Mc tiu Marketing ca khch sn trong giai oan 2009-2011 c th duy tr v tr ca khch sn hin ti, v pht trin thm c trong tng lai, vic a ra cc mc tiu Marketing l v cng cn thit. Bi t y, n s to ng lc cho tt c mi ngi t nh qun tr n tng nhn vin trong khch sn gip h c mt hng i c th hn, n lc hn cng hng n mc tiu chung ca khch sn, t , gip cho khch sn ngy cng pht trin. Trong giai on 2009- 2011, khch sn ra mc tiu Marketing t em li nhiu kt qu kh quan, gip khch sn i ln, c th: - Tng s lng khch ln 10%/ nm, duy tr mc tng trng li nhun trn 15% so vi nm trc - Gi vng th trng hin ti, v m rng hn th trng Hn Quc 2.4.2. Khch hng mc tiu v nh v khch sn trong th trng mc tiu trong giai on 2009- 2011 2.4.2.1 Th trng khch hng mc tiu ca khch sn Vi vic xc nh th trng trng im v d bo tim nng pht trin ng s gip cho cc nh hoch nh chnh sch Marketing nh ra chin lc ph hp cng nh mc tiu, kt hoch phn u ca doanh nghip trong tng giai on c

th mt cch khoa hc, st vi thc t, ng thi c bin php gi vng v pht trin th trng truyn thng, thu ht ngy cng nhiu lng khch du lch n khch sn. Th trng khch du lch quc t n khch sn Riverside Nng c xc nh ch yu l t cc nc Bc nh Trung Quc, Nht Bn, i Loan, Hn Quc; khu vc Ty u nh Anh, Php, c v cc nc khc nh M, c. S gia tng nhanh chng lng khch du lch n t cc nc trong khu vc ASEAN nh Campuchia, Malaysia, Singapo v c bit l khch Thi Lan trong thi gian 2 3 nm tr li y cng lm phong ph thm th trng khch du lch quc t n khch sn. Theo nhn nh ca ngnh du lch: cc th trng truyn thng ca du lch Vit Nam vn gi c tng trng u v vn l cc th trng quan trng hng u trong yu cu thu ht khch. Bn cnh , s tng trng ca cc th trng mi trong khu vc cng l xu th quan trng. p ng cc sn phm du lch tho th trng truyn thng cng nh nhu cu v th trng mi ni ang l nhim v ca ngnh du lch Vit Nam. V theo thng k ca Phng th trng v sn phm du lch thuc Vin Nghin cu pht trin du lch cho thy: ngun khch du lch quc t n Vit Nam ch yu t chu u, Bc M, Bc . Nm 2004, c s tham gia ca th trng mi ni l Hn Quc, th trng ny nhanh chng vn ln v tr th 2 trong 10 th trng trng im trong giai on t nm 2006- 2008 v nm 2009 b th trng khch M son ngi. i vi hin tng th trng khch Hn Quc, s tng trng ca th trng ny qua cc nm trc l 30%/ nm. Tuy vy, Vit Nam cng ch mi n c 3,75% ca 8 triu ngi dn Hn Quc du lch nc ngoi. Nm 2011, th trng khch Hn Quc n du lch ti Vit Nam tng 8,2 %. Nm bt c xu hng chung ny, khch sn Riverside Nng quyt nh m rng th trng mc tiu, t th trng khch chnh l khch du lch Thi Lan sang th trng mi l khch du lch Hn Quc.

Vic chnh ph a ra chnh sch min VISA cho khch quc t n Vit Nam to thm nhiu c hi cho th trng khch du lch trong khu vc n Vit Nam l Thi Lan v Campuchia, lng khch Thi Lan tng tr li sau nhng st kh ng k do tnh hnh chnh tr khng n nh nc ny, nh hng n nhu cu i du lch ca ngi dn. Ngun khch Thi Lan dn khch sn nm 2009 v 2010 gim, v kch cu tiu dng t i tng khch ny, khch sn a ra mt s chnh sch khuyn mi gi c bit nhm li ko khch hng, tuy nhin ngun doanh thu t t khng nh mong i do thi gian lu tr bnh qun ca khch tng i ngn, chi tiu cho cc dch v b sung khng nhiu. Nhng y vn l th trng khch quc t ln nht ca khch sn, chim hn 50% tng s khch quc t lu tr ti khch sn, nn c hng nhiu chnh sch u i hn cc i tng khch hng khc. Khch vi th trng khch Thi Lan, th trng mi ni l khch du lch Hn Quc c t l tng trng u hn cc nm, chi tiu ti khch sn cng nhiu hn, doanh thu bnh qun ca mt khch Hn Quc trong nm 2009 t 4.320.000 VN, y l du hiu tt khch sn la chn m rng th trng mc tiu sang i tng khch hng tim nng ny. 2.4.2.3 nh v dch v ca khch sn trn th trng mc tiu: c th to c s khc bit trong tm tr khch hng, cng nh nh hng cho cc hot ng marketing, khch sn nh v dch v ca mnh da trn thuc tnh ca cht lng dch v, thng qua s mnh: We excel for your satisfaction ( Chng ti l tt hn cho s hi lng ca bn). Vi cam kt ny, mi nhn vin trong khch sn c gng cung cp cho khch hng s phc v tt nht, sn phm cht lng nht, gip cho khch hng nhn ra rng lu tr ti khch sn l s la chn chnh xc ca h. 2.4.3. Cc chnh sch Marketing ca khch sn 2.4.3.1 Chnh sch sn phm

 c th p ng tt cho nhu cu a dng ca khch hng, khch sn xy dng h sn phm ca mnh gm 4 loi sn phm theo cp bc t trung bnh n sang trng, song song vi , l c s vt cht, tin nghi dch v ti mi phng. C th thy rng ca sn phm ti khch sn l tng ng vi mc cp hng 3 sao. C th v sn phm lu tr ti khch sn: - Phng Suites Vip: bao gm mt phng khch sang trng v phng ng vi y cc tin nghi , phng tm ring bit, phng xng hi, sn g vi khng kh m cng v trang nh .Tt c cc phng Vip b tr trn tng 11, mi phng u c ca s nhn ra sng Hn th mng. My tnh bn c kt ni Internet ng truyn tc cao. Khi loi phng ny bn c rt nhiu u i nh Welcome nc ung v t bit l setup hoa ti v tri cy trn phng mi ngy v km theo phiu n sng VIP vi khu vc nh ring. - Riverside Deluxe: T cc phng Deluxe c b tr tng cao, bn c th thng thc v p ca thnh ph cng nh quang cnh sng Hn th mng, bi bin tri di hay bn o Sn Tr hng v. Cc phng Deluxe c thit k theo mt phong cch ring to ra bu khng kh th gin trong lnh . - Riverside Superior: Phng tiu chun 01 ging i hoc 02 ging n. Tt c cc phng c ca s ,n nh sng t nhin - Riverside Serviced Apartments: Cc cn h ti Khch sn Danang riverside thch hp cho cc thng gia v nhng du khch lu tr lu di ti Nng. Mi cn h u c trang b y tin nghi hin i bao gm mt phng khch sang trng v phng ng rng ri thong mt c ca s ln nhn ra quang cnh ton thnh ph,sng Hn v ni Ng Hnh. Tuy nhin chnh sch sn phm v dch v b sung cha c u t hp l. Quy bar lm vic cha hiu qu, danh mc ung cn ngho nn, cha thu ht c khch, mc d gi ph hp, quang cnh p. Nguyn nhn l do khch hng khng bit thng tin v dch v, y l vn m i ng Marketing cn quan tm trong cng tc xc tin c ng. Thm na, do s lng dch v b sung cn hn ch v trnh chuyn mn ca i ng nhn vin cha cao. Nn vic pht trin

thm mt s loi dch v: xy dng thm phng th dc thm m, lm nail,o to li i ng nhn vin mt cch chuyn nghip hn l vic cn lm hin nay ca khch sn. 2.4.3.2 Chnh sch gi Gi l 1 trong nhng yu t rt quan trng trong marketing mix v ngi ta thy rng khng c bin s no li thay i nhanh v linh hot nh gi. Do , khch sn cn phi da vo nhng yu t tc ng ln gi a ra chnh sch gi ph hp. Mc tiu marketing hin nay ca khch sn l m rng v gi vng th trng cho nn khch sn p dng phng php gi u thu, thng thp hn 5- 7 USD so vi cc khch sn khc cng cp. Bn cnh vi mi loi phng, khch sn a ra mt mc gi khc nhau ph hp vi mc cht lng, gip gia tng c hi la chn cho khch lu tr. Ti b phn nh hng, khch sn p dng phng php tnh gi da trn chi ph c th nh gi theo chi ph trc tip, c bit thng c thc hin trong nhng bui tic ci, phng php ny gip cho khch hng c th linh ng hn vi gi th trng, khng b th ng trong vic xy dng hay p ng thc n cho khch hng. Nhn chung, mc gi hin nay m khch sn ang p dng vn c khch hng chp nhn nhng c sc cnh tranh mnh m hn th khch sn cn phi c mt chnh sch gi hon chnh hn. Va kt hp c vi mc tiu ca ton khch snaj va b p c chi ph nhng li va phi kt hp nhp nhng vi cc yu t khc trong marketing- mix. 2.4.3.3 Chnh sch xc tin c ng Ngay t khi bt u hot ng, khch sn cho xy dng h thng website ring ca mnh, cung cp tt c cc thng tin v khch sn nh: v tr, cc loi sn phm, gi phng, cng nh cung cp phng thc booking online, y l phng tin c hiu qu hin nay m bt k doanh nghip no cng thc hin. iu ny gip cho khch hng d tm thy khch sn c hn, h c th bit thm nhiu

thng tin v khch sn, lm gim cm nhn ri ro h, nh m kh nng khch hng n lu tr ti khch sn s nhiu hn. Mt ngun lc m khch sn s dng rt hiu qu trong chnh sch ny l s dng ngun lc t i ng nhn vin: tip xc trc tip vi khch hng, cung cp thng tin cho khch hng, thc hin truyn thng c nhn. Bn cnh , khch hng cn thc hin cc chng trnh nhm xc tin bn nh: gim gi phng, qu tng cho khch, vi quy m ln, thu ht c nhiu s quan tm ca khch. Khch sn cho in n cc tp sch, brochure gii thiu v khch sn, cc dch v trong khch sn, t ti mi phng, snh l tn cung cp thng tin cho khch trong qu trnh khch lu tr ti khch sn. Khch sn cn a cc n phm ny n cc hng l hnh, cc doanh nghip vn chuyn qung b cho khch sn nhm thu ht thm s quan tm ca khch hng. Ngoi ra khch sn cn truyn thng dch v ca mnh thng qua vic bi tr bn trong khch sn vi s thng thong thoi mi, ng phc ca nhn vin mi b phn l khc nhau, trang thit b c nng cp lin tc, gip hu hnh ha sn phm ca khch sn, gip to n tng trong tm tr ca khch hng. 2.4.3.3 Chnh sch v ngun nhn lc i vi nhn vin tip xc, c bit l b phn l tn: khch hng c th cm nhn tt v dch v ca mnh, khch sn a ra nhiu quy nh, tiu chun cho nhn vin nh: phi giao tip tt vi khch hng, lun ng cm vi khch, khng khch ch lu, gip khch mi lc khi cn thit hay lun xut hin trc mt khch vi khun mt ti tn, trn y sc sng, thc hin chnh sch ny gip cho khch sn c c v tr kh tt trong tm tr ca khch lu tr. Bn canh , khch sn cn thc hin vic tuyn chn i ng nhn vin tr, nng ng, kinh nghim cho cc v tr l tn, phc v bn, mc ch ca chnh sch ny l gip cho khch hng cm nhn c s nng ng, tr trung, y sc sng nhng cng chuyn nghip ca i ng nhn vin, l b mt ca khch sn. 2.4.3.5 Chnh sch v c s vt cht k thut

Kin trc ca khch sn vi kiu: ta th nht c snh l tn rng v cc dch v b sung tng trt, tng 1 l nh hng buffet sng, t tng 2 n tng 16 l cc phng dnh cho khch, ta nh bn cnh c xy dng vi mc ch chuyn bit l phc v tic, hi hp, hu nh khng nh hng n vic lu tr ca khch. iu ny gip cho khch t c s thun tin cao nht, va d di chuyn, va trnh c ting n t khu vc nh hng mi khi c tic. y l mt trong cc yu t thnh cng ca khch sn trong vic b tr cc c s vt cht k thut trong khch sn. c th khi gi nhu cu khch hng, to n tng tt cho khch hng, khch sn thc hin nhiu chnh sch nh: chn mu ch o trong cc phng ng ca khch sn l mu trng, vi ch ch ca khch sn l mun khch hng hnh dung c y l mt khch sn sang trng, sch s, mt m, kt hp vi mu trng l cc chi tit nh vi mu nu m to s d nhn trong mt ca khch hng, em li cm gic d chu, gip khch hng c nhng giy pht th gin thoi mi hn. Bn cnh , khch sn s dng ton b cc dng c n ung trong nh hng nh: chn, bt, da, u bng s mu trng, iu ny gip cho khch an tm hn v v sinh, cht lng ca mn n, gp phn tng s hi lng ca khch hng. Ngoi ra khch sn cn b tr mt s giy chng nhn ti bn l tn, b tr nhiu vt dng tin nghi trong phng ng ca khch nh tivi, iu ha, minibar, b tr cc tp brochure, sch nh trong phng ca khch, gip cho khch sn hu hnh ha hn c tnh v hnh dch v ca mnh, t khch hng an tm hn v hi lng hn khi s dng dch v. 2.4.3.6 Chnh sch v quy trnh phc v trong khch sn C th ni quy trnh phc v ti cc b phn l mt yu t t thay i trong qu trnh hot ng kinh doanh ca khch sn. Bi yu t ny cng cn nht qun trong mt khong thi gian lu, nhm gip cho mi nhn vin trong khch sn u thc hin cng vic mt cch ng b, phc v khch hng nh nhau, to cht lng ng b hn.

Mt s quy trnh phc ti cc b phn khc nhau trong khch sn nh: quy trnh t bung cho khch l bng li, quy trnh nhn t bung cho khch on, quy trnh phc v khch trong thi gian lu tr, khch sn xy dng nhiu quy trnh phc v ring cho tng b phn nh trong khch sn, m bo tnh chuyn mn ha cao hn, trnh s lng tng nhn vin t to cht lng dch v cao cung cp cho khch hng. Mt s thay i in hnh trong thi gian gn y, quy trnh phc v buffet n sng cho khch, hin nay khch sn ang thc hin nng cp mc cht lng t 3 sao ln 4 sao, nn ban qun tr khch sn mun cht lng b phn nh hng cng c nng ln tng ng, v th, c s thay i trong quy trnh phc v ti b phn ny l thay v trc y, khch t ly b dng c thc n v t chn mn n, th nay, khch sn b tr sn khn n cng nh b dng c n sn trn bn n cho khch. S thay i ny, gip cho khch hng nhn nhn v mt mc cht lng cao hn ti nh hng, l mt im tt cho khch sn, tuy nhin, vic thc hin quy trnh mi nh th cng xut hin mt vn nh khc, l va tn thm thi gian ca nhn vin trong vic b tr bn n, xp khn n, v c bit hn na l lm cho khng gian trn bn n b chim mt ch, v khch vn theo thi quen, ti bn thc n ly b n, ch khng ly ti bn ni mnh ngi, nn khch khng c nhiu khng gian trong vic n ung nh trc. Vn t ra cho ban qun tr l lm sao tng c mc cht lng ti nh hng ca khch sn m vn gi c s thoi mi ca khch trong lc s dng dch v. 2.4.3.7 Chnh sch phn phi Hin nay, khch sn ang s dng 2 knh phn phi chnh, knh phn phi gin tip qua cc trung gian phn phi nh: cc hng l hnh Saigontourist, Vietravel, Vit , chit khu 15 30 % ty theo s lng v i tng khch. Mc chit khu ny l hp l theo doanh thu bn phng khch sn thu c, c th cnh tranh c vi cc khch sn khc cng mc cht lng. Knh tip theo l kn trc tip ti khch sn hoc qua website ca khch sn.

Knh phn phi trc tip ca khch sn gm: b phn nhn t phng ti quy l tn i vi khch l, v on nh; ti phng kinh doanh i vi nhng on khch s lng trung bnh v ln; v t phng qua h thng booking online ti webside ca khch sn: danangriversidehotel.com.vn lm vic rt hiu qu. Doanh s bn phng ch yu c thc hin ti knh phn phi trc tip ca khch sn, khch sn khng b ph thuc vo cc nh phn phi trung gian, ch ng trong vic n tip, sp xp phng. Ngoi ra khch sn cn s dng mt s knh phn phi gin tip khc nh: cc doanh nghip kinh doanh vn chuyn trn a bn thnh ph: taxi Tin Sa, taxi VinaSun, taxi Mai Linh, cc vn phng i l hng khng: Hi Vn, Trng Sn Tng, mc chit khu tng ng l 10 15% cho cc trung gian ny khi gii thiu khch n vi khch sn. Vic s dng knh phn phi ny tng i b ng hn, khng chun b trc mt cch tt nht c, thng l khch n trong ngy khng bo trc, nn s lng phng nhiu khi khng p ng . 2.5 nh gi chung 2.5.1 u im Trong nhng nm gn y, khch sn Riverside Nng nhn thc r tm quan trng ca marketing trong kinh doanh khch sn vn dng rt tt. Khch sn rt ch trng ti khu nghin cu th trng, lin tc nng cao cht lng sn phm dch v p ng tt cho khch hng. L bc quan trng u tin cho vic xy dng chnh sch marketing hon chnh. Kt qu hot ng kinh doanh trong nhng nm qua ca khch sn, cng nh hnh nh ca khch sn c gy dng trong nhn thc ca khch hng, t to c s an tm i ng nhn vin, y l yu t tin gip cho nhn vin lm vic mt cch chuyn tm hn, v cui cng cng c c mc tiu t doanh thu ca khch sn. Hin nay, khch sn ang thc hin cng tc nng cp mc cht lng ca khch sn t mc 3 sao ln 4 sao, i i vi n l mc cht lng dch v tng

tng ng vi mc cp hng ca khch sn, t c th thu ht c 1 lng nhiu khch hng hn trc, c bit l nhng khch hng c kh nng chi tr cao. i ng cn b cng nhn vin ca khch sn l nhng ngi lm vic lu nm, c kinh nghim lm vic dy dn. Cng vi nhng kin thc, k nng c, h cn c mt thc lm vic phc v nh hng khch hng tt, c c nhng yu t cn thit to thin cm ni khch hng. Vic thc hin nhiu chnh sch Marketing nh hng vo th trng khch Hn Quc trong nhng nm qua, gip khch sn thu ht c mt lng ln khch ny lu tr ti khch sn, t y cho thy hnh nh, v tr ca khch sn trn tr trng ngy cng c cng c. 2.5.2 Mt s hn ch - Bn cnh mt s u im c c, khch sn vn tn ti mt s hn ch: Thi gian lu li bnh qun ca khch hng c xu hng gim, do khch sn thiu h thng cc sn phm dch v b sung, phc v cho nhu cu vui chi, gii tr ca khch. Mt s chnh sch hot ng cha t hiu qu nh mong i, nh chnh sch khuyn mi, tp brochure, Theo phn tch thi v, c nhiu thi thng trong nm, lng khch n vi khch sn vn cn t, lm cng sut s dng phng thp. Hin ti cn nhiu khng gian trng ti khch sn cha c s dng tha ng, gy lng ph ti nguyn c bit, khch sn cha xy dng c mt mi trng vn ha t chc tt cho mi ngi trong khch sn, iu ny lm gim i phn no s thch th trong cng vic ca nhn vin, t cng c nh hng phn no n khch hng. 2.5.3 Kt lun Trong nhng nm qua, nh thc hin c nhiu chnh sch marketing nh hng khch hng, c bit l i tng khch hng mc tiu mi ca khch sn: khch Hn Quc; s lng khch Hn Quc n khch sn tng ln ng k, tuy nhin vn cha nhiu so mc ng phi c ca khch sn. Chnh sch sn phm, h

sn phm dch v cn ngho, cha a dng, cht lng dch v tuy ngy cng c nng cao, nhng vn cha c quan tm ng mc, v c phn lng ph trong vic khng s dng nhng ngun ti nguyn sn c ti khch sn. Tt c nhng iu ny khin vic xy dng thm cc chnh sch marketing, hon thin chnh sch marketing hn na l thc s cn thit thu ht ti a th trng khch du lch Hn Quc y tim nng v gii quyt nhng hn ch trn.