Hotel CIS Design: Positioning, Planning, Implementation, Communication, and References

(III) Positioning Planning and Design Stage

Positioning planning and design are the core and key aspects of hotel CIS implementation design. The focus should be on doing a good job in three areas:

1. Define the positioning of CIS implementation and design. CIS design must be unique and distinctive, and cannot be generic. Therefore, it is necessary to start from the actual situation of the hotel or hotel group, and determine the positioning of its CIS design and implementation based on the nature, type, target market, and operating characteristics of the enterprise, so as to clarify its guiding ideology and principles.

2. Define the overall objectives of CIS implementation and design. Based on a clear positioning, determine the goals to be achieved through the CIS implementation and design. These objectives should include: Who is the hotel's target audience? What specific groups comprise them? What are the hopes and requirements of these specific groups and the target audience for the hotel? What concepts, market behaviors, and image design will the hotel use to meet these requirements? How will the hotel's internal product quality, environmental quality, and service quality adapt to the requirements of the target market and the target audience? What are the stages of communication and dissemination of the corporate image after CIS implementation and design? What forms will be used for promotion to the general public and specific groups? What are the planned targets for the hotel's or hotel group's CIS implementation and design? These are all the objectives that the hotel or hotel group's CIS implementation and design aims to achieve.

3. Design the identifying elements for CIS implementation. This involves three key aspects based on the design positioning and objectives: First, the content design of the concept identification system. This involves summarizing the hotel's operating philosophy, strategy, and concepts based on research and investigation. Then, using highly concise language, create distinctive slogans, maxims, mottos, and policies to guide the company's actions. Second, the content design of the behavior identification system. This mainly involves modifying and adjusting the hotel's internal and external regulations, organizational structure, job responsibilities, operating procedures, and quality standards based on the research results. This standardizes employee behavior, ensuring high-quality service to guests and shaping a positive corporate image. Third, the content design of the visual identification system. This involves modifying or redesigning the hotel's logo, signs, emblems, standard colors, and various promotional symbols based on the research results. These visual elements must be consistent and standardized at all times and in all places to leave a lasting impression on the target audience and specific groups, thereby better establishing the hotel's corporate image.

(iv) Implementation, dissemination, and evaluation phase

After the CIS implementation and design of hotels and hotel groups are completed, they are submitted to the company leadership for review, modification, and approval before entering the implementation, communication, and evaluation phase. This phase focuses on three key areas:

1. Supervise and manage the implementation and dissemination of the CIS (Corporate Identity System). After the CIS implementation and design are completed, and with leadership approval, the optimal time for implementation should be chosen, such as an anniversary or important event day. The CIS implementation plan should then be communicated to the hotel and relevant departments. This task should be personally overseen by the General Manager or Chairman. The implementation plan should have a clear division of responsibilities and be divided into different implementation steps. Each step and implementation content should clearly define the responsible person, work objectives, and completion deadlines to ensure the effective implementation of the CIS implementation plan. Simultaneously, effective supervision and management of the CIS implementation plan are crucial. Implementation should be primarily led by the heads of the respective business departments, while supervision and management remain the responsibility of the CIS leadership team or committee members.

2. Effectively disseminate the results of your CIS implementation, both internally and externally. Generally, the results of a hotel's CIS design implementation should be released after a period of implementation and dissemination, verification, and revision to prove the effectiveness of the solution before official external release. The implementation process itself should be gradually publicized. Internal release begins with the implementation and execution of the solution. Through this release, internally, the goal is to inspire morale, deepen understanding, and enhance corporate cohesion; externally, it should create a promotional campaign to expand the company's brand awareness and reputation.

3. Evaluate the effectiveness of the CIS implementation design plan. After a period of implementation and dissemination, summarize the achievements, collect feedback, public opinions, and suggestions, then make an evaluation, and continuously revise and improve the plan to ensure the CIS implementation and application is increasingly effective, thereby completing all the tasks of CIS implementation management for the hotel or hotel group.