伴隨著全球會議經(jīng)濟(jì)的蓬勃發(fā)展，酒店已成為舉辦會議的重要場所，中國飯店業(yè)協(xié)會的數(shù)據(jù)顯示，當(dāng)今世界85%的會議都在酒店舉行，因此，會議管理水平將直接決定相關(guān)酒店在會議市場中的生存與發(fā)展。

2016年3月初，筆者到成都做調(diào)研，“西部大都會”、“中國會展之都”的口號吸引了大批大型會議和展覽落戶于此，這為當(dāng)?shù)鼐频晏峁┝素S富的優(yōu)質(zhì)客源。成都會議市場的迅猛發(fā)展直接增強(qiáng)了當(dāng)?shù)鼐频暝跁h市場中角色的重要性，雖然具有一定會議接待能力的酒店已經(jīng)初具規(guī)模，但一些成都本土酒店所提供的會場、餐飲、住宿等傳統(tǒng)服務(wù)項(xiàng)目，已經(jīng)遠(yuǎn)遠(yuǎn)不能滿足會議客人越發(fā)多樣化的需求。而反觀一些國際知名的品牌酒店通過專業(yè)化的會議管理和精準(zhǔn)的服務(wù)，牢牢霸占著當(dāng)?shù)貢h市場的份額。

With the vigorous development of the global conference economy， the hotel has become an important venue for hosting the meeting. According to the data of Chinese Hotel Industry Association， it shows that 85% of the world's meetings are held in hotels. Therefore， the conference management level will directly determine the survival and development of the hotels in the conference market.

In early March 2016， I had the honor to do a research in Chengdu. The names of \"Western metropolis\" and \"China's city of exhibition\" have attracted a great number of large conferences and exhibitions to settle in Chengdu， which provides high-quality customer source for the local hotels. With the rapid development of the Chengdu conference market， the importance of the role of the local hotels in the market is directly enhanced. Although in Chengdu， the hotels with certain meeting reception capacity have begun to take shape， but we have to admit that some local Chengdu hotels' traditional services， such as venue， catering， accommodation， are falling behind the diversified demands of the guests. By contrast， some well-known international brand hotels， through their professional conference management and service precision， have firmly occupied the local meeting market share.

本文將成都的本土酒店和國際品牌酒店進(jìn)行對比，來看看我們本土酒店在會議管理領(lǐng)域究竟弱在哪些方面，應(yīng)該如何來補(bǔ)足，希望給業(yè)內(nèi)人士帶來啟示。

This article will present a comparison of Chengdu local hotels and the international hotel brands， to look at the weakness of our local hotel in the field of conference management， and how we should go about closing the gap， and to bring about some inspirations to the industry.

國際品牌酒店的會議管理

International Brand Hotels’ Conference Management

目前入駐成都的國際知名品牌酒店有溫德姆、萬豪、雅高、千禧國敦、洲際、喜達(dá)屋、希爾頓、凱賓斯基、凱悅等。這些國際品牌酒店旗下成員擁有相同的組織結(jié)構(gòu)和財務(wù)制度，使用同一個預(yù)訂網(wǎng)絡(luò)，共享同一個采購系統(tǒng)，每個成員酒店會按照統(tǒng)一的規(guī)定提供標(biāo)準(zhǔn)的服務(wù)，在會議服務(wù)與管理的專業(yè)程度上普遍高于成都本土酒店。具體體現(xiàn)在以下兩個方面。

International brand hotels currently settled in Chengdu are Wyndham， Marriott， Accor， Millennium Copthorne， InterContinental， Starwood， Hilton， Kempinski， Hyatt and etc. These international brand hotels' members all have the same organization structure and financial system， using the same reservations network and sharing the same procurement system. Each member hotel provides standard service with the uniform provision， and has a generally higher professionalism in conference services and management than the local hotels in Chengdu. This can be discussed in two aspects specifically：

會議服務(wù)與管理

Conference Service and Management

國際品牌酒店在長期的發(fā)展中已經(jīng)形成了一套成熟的經(jīng)營理念，從他們各自的宣傳語就可以很清楚地看出來。如喜達(dá)屋集團(tuán)下屬的天府麗都喜來登酒店的宣傳語是：Starwood Preferred Planner （喜達(dá)屋優(yōu)先會議組織者）。如洲際集團(tuán)下屬的總府皇冠假日酒店的宣傳語：The Place To Meet（最適合開會的地方）。由這些經(jīng)營理念延伸出來的會議服務(wù)標(biāo)準(zhǔn)實(shí)現(xiàn)了強(qiáng)大的品牌效應(yīng)。在這些服務(wù)理念的指導(dǎo)下，國際酒店品牌制定了相應(yīng)的會議服務(wù)標(biāo)準(zhǔn)，主要體現(xiàn)在如下幾點(diǎn)（以凱賓斯基酒店為例）：一、兩小時回復(fù)承諾。對客戶的問詢一般會在兩個小時之內(nèi)進(jìn)行回應(yīng)，并在第二個工作日給予全面答復(fù)。如果不能夠滿足顧客的需求，酒店在會議結(jié)束時，對該會議的賬單打九五折；二、向會議組織人員通報每日花費(fèi)，會議管理人員每日會將會議花費(fèi)的詳細(xì)賬單通報組織者，幫助其管理會議費(fèi)用，使會議組織者很清楚地知道會議的實(shí)際開銷和會議預(yù)算情況；三、為會議組織者提供會議策劃工具，包括會議策劃指南（Meeting Planning Guide）、會議策劃時間表（Planning Timeline）、會議策劃人與酒店談判的技巧（Negotiation Techniques）、會議空間計(jì)算器（Space Calculator）、會議預(yù)算計(jì)算器（Budget Calculator）、會議費(fèi)用檢查一覽表（Expense Checklist）等。

筆者觀察到，凱賓斯基酒店的會議經(jīng)理從接到客人的第一個電話開始直到會議結(jié)束，在整個運(yùn)作過程中都會盡量滿足參會客人提出的一些特別要求或臨時的改變。

最后在會議服務(wù)的專業(yè)化上，成都總府皇冠假日酒店、天府麗都喜來登飯店及香格里拉大酒店等都設(shè)置了會議秘書，體現(xiàn)高效、專業(yè)的服務(wù)精神。

Throughout the process of long-term development， international brand hotels have formed a set of mature business philosophy， which can be clearly seen from their respective slogans. The slogan of Sheraton Chengdu Lido Hotel， a subsidiary of Starwood Group， is： Starwood Preferred Planner. The slogan of Holiday Inn Crown Plaza， a subsidiary of InterContinental Group， is： The Place To Meet. The meeting service standard， which extends from the management principles， has made strong brand effect. Under the guidance of these service concepts， corresponding conference service standards are formulated mainly in the following several points （take Kempinski Hotel as an example）： firstly， the \"Back in two hours\" commitment. The customer inquiries will be responded within two hours， and followed by a comprehensive reply within the second working day. If they are not able to meet the needs of customers， at the end of the meeting， there will be a 5% off to the conference bills. Secondly， to inform the daily meeting expenses to the conference organizer. The hotel management personnel will inform the daily meeting bill to the conference organizer， so he knows very clearly the actual cost and budget of the conference. Thirdly， to provide meeting planning tools for the conference organizers； including Meeting Planning Guide， Planning Timeline， Negotiation Techniques， Space Calculator， Budget Calculator， and Expense Checklist and so on.

The author has observed， from the moment the Kempinski Hotel Meeting Manager receives the first call of the conference guests， until the meeting ended， he will strive to meet the special requirements or temporary changes made by the guests in the process of the whole operation.

Finally in the specialization of the meeting service， Holiday Inn Crown Plaza Chengdu， Sheraton Lido Hotel Chengdu and Shangri-La Hotel also set up the meeting secretary， to provide efficient and professional meeting service.

會議營銷

Conference Marketing

在會議營銷方面，國際知名品牌酒店有一個明顯的特點(diǎn)就是擁有完善的網(wǎng)絡(luò)預(yù)定系統(tǒng)，大大方便了會議客人對酒店會議設(shè)施設(shè)備信息的了解，并能在線制定會議或宴會方案，使得遠(yuǎn)距離的會議接待變得快速、高效。由于其強(qiáng)大的會議接洽功能使得成都本地區(qū)以外的會議組織者都愿意來選擇，并且將酒店預(yù)定系統(tǒng)強(qiáng)大、網(wǎng)站服務(wù)功能完善的國際品牌酒店作為來成都舉辦會議的首選。

例如，世紀(jì)城天堂洲際酒店利用其強(qiáng)大的集團(tuán)化優(yōu)勢，對全球的會議市場進(jìn)行調(diào)研并制定促銷計(jì)劃，并由集團(tuán)統(tǒng)一促銷，酒店會將會場規(guī)格、會議設(shè)施設(shè)備、實(shí)時優(yōu)惠活動等信息在其官網(wǎng)上詳細(xì)公布，會議組織者們無需到酒店實(shí)地考察就可以了解會議相關(guān)設(shè)施的各種詳細(xì)信息，并可以在線詢問相關(guān)問題。

除此之外，洲際集團(tuán)還推出全球最大的酒店忠實(shí)客戶計(jì)劃——優(yōu)先俱樂部會議獎勵計(jì)劃。會員可以在洲際集團(tuán)下屬的4000多家酒店享有各項(xiàng)優(yōu)惠特權(quán)，具體來說就是在quali?ed meeting（資格會議）上花費(fèi)1美元，就可以在Priority Club獲得3個積分。其會員可以將積分兌換成250美元到1000美元不等的優(yōu)先俱樂部存款，兌換日期是無限制的，其積分也永遠(yuǎn)有效，會員可以用這存款來購買相應(yīng)的航空里程以及各種禮品等。據(jù)調(diào)查，2015年在世紀(jì)城天堂洲際酒店國際會議中心舉辦過的2000多場會議中，平均參會人數(shù)超過300人，該酒店的客源主要來自成都以外的地區(qū)，包括上海、廣州、福建等沿海一線城市和一些國外會議客人。這類客源大部分來自洲際集團(tuán)官方的網(wǎng)上預(yù)定系統(tǒng)，母集團(tuán)通過良好的品牌效應(yīng)在無形之中為世紀(jì)城天堂洲際酒店帶來了大量客源。

由于以上各種營銷措施，世紀(jì)城天堂洲際酒店85%以上的客源都是通過集團(tuán)內(nèi)部系統(tǒng)的分銷以及老客戶介紹等方式獲得，使客戶主動找上門消費(fèi)會議產(chǎn)品，使該酒店各項(xiàng)會議相關(guān)收入都保持了較高的比例。

In the conference marketing， a distinct characteristic of international brand hotels is to have perfect network reservation system， which greatly facilitates the understanding of conference related hotel facilities and equipment for the conference guests， and to have the ability to set up meeting or banquet program online， which rapidly speed up the distant conference consultation process. Due to its powerful conference consultation functions， conference organizers outside Chengdu are willing to choose international brand hotels with powerful network reservation system and comprehensive online service as their fi?rst choice for conference venues.

For example， InterContinental Century City Chengdu uses its strong group advantage， to conduct global meeting market research and develop marketing plans that are unifi?ed by group promotions. The hotel will announce the meeting speci?cations， conference facilities， real-time promotions and related information in detail in its official website， so the conference organizers can have all the detailed information on a variety of conference facilities， and ask the questions online concerning the meeting without travelling to the venue in person.

In addition， the InterContinental Group also launched the world's largest hotel customer loyalty program， Priority Club Rewards Program. Members can enjoy various preferential privileges in more than 4000 InterContinental Hotels， speci?cally， for every $1 spent in quali?ed meeting， you get 3 points in Priority Club. Its members can redeem the points for $250 to $1000 priority club deposit and there is no expiry date for exchange， the points are also permanently effective， and the members can use the deposit to buy the corresponding aviation journey and a variety of gifts. According to the survey， in 2015， InterContinental Century City Chengdu hosted more than 2000 meetings， the average number of participants is more than 300 people， and the source of the customers are mainly outside the Chengdu local area， including Shanghai， Guangzhou， Fujian and other coastal cities and some of the foreign conference guests. Most of these guests come from the InterContinental Group's off_x001D_cial online booking system. is shows that the good brand effect of the parent group has brought a great number of customers for InterContinental Century City Chengdu.

Due to the above various marketing measures， more than 85% of InterContinental Century City Chengdu's guests came from the distribution of the group's internal systems and by referral from the old customers. In this way， the meeting customers take the initiative to fi?nd the conference products， so the hotel has maintained a higher proportion the meeting related income.

本土酒店的會議管理

Local Hotels’ Conference Management

在成都，除了國際知名酒店集團(tuán)管理的酒店外，更多的是以加州花園酒店、錦江賓館、花園賓館為代表的成都本土星級酒店，它們在具體的會議服務(wù)與管理的過程中，仍存在服務(wù)意識不高、服務(wù)質(zhì)量不到位、管理混亂等情況，跟國際知名的品牌酒店相比還有較大差距。下面仍然從兩方面來詳細(xì)說說。

In Chengdu， in addition to the hotels managed by well-known international hotel investment management group， the rest of the hotels are local Chengdu star hotels represented by the California Garden Hotel， Jinjiang Hotel， Garden Hotel. Compared to the conference service and management of the international well-known brand hotels， the local hotels are still flawed in problems such as low service awareness， low service quality and management confusion. The following will discuss two aspects in detail.

會議服務(wù)與管理

Conference Service and Management

以加州花園酒店為例，其具體的會議服務(wù)流程分為四步。第一步，通過會議產(chǎn)品的銷售人員、會議組織者、會議管理人員三方的溝通了解會議的相關(guān)信息。包括參會人數(shù)、會期等；若會議組織者需要專業(yè)的策劃公司幫助搭建展臺、布置會場等，酒店就會推薦集團(tuán)內(nèi)部的會議策劃公司進(jìn)行相關(guān)的策劃工作。第二步，布置會場、準(zhǔn)備接待會議的各項(xiàng)工作、向會議組織者反饋信息等以保證酒店的各種服務(wù)與客戶的要求相一致。第三步，會中服務(wù)。安排會場服務(wù)人員到場，包括會議視聽設(shè)備調(diào)試的技術(shù)人員、茶水服務(wù)人員等進(jìn)行全程的跟蹤、陪同服務(wù)。第四步，會后的總結(jié)工作。包括對客戶進(jìn)行回訪工作，針對出現(xiàn)的問題找出原因加以總結(jié)和糾正，并對突出表現(xiàn)的員工進(jìn)行表揚(yáng)、獎勵等。以上四個步驟是酒店會議服務(wù)與管理的一般流程，但是在具體的服務(wù)標(biāo)準(zhǔn)上沒有細(xì)化。

在專業(yè)人員的配置上，除了新良大酒店、喜馬拉雅大酒店等少數(shù)幾家酒店設(shè)置會議秘書或會議專員，其它大多數(shù)酒店都沒有配置該類個性化、專業(yè)化的會議服務(wù)專職人員。

Take California Garden Hotel for example， its specific meeting service process is as followed：

Firstly， through three party communication made by the conference product sales staff， conference organizer and conference management personnel， an understanding of conference related information is reached， including the number of participants， duration， etc. If the meeting organizer needs professional meeting planning company to help build booth， set up the venue， the hotel will recommend meeting planning company within the group to perform the work.

Secondly， the hotel side will set up the venue， prepare for the holding of the meeting， and give feedback information to conference organizers to ensure that the hotel services are consistent with the customer requirements.

Thirdly， in-conference service. The hotel will arrange for the venue service personnel to arrive at the venue， including technical personnel for conference audio-visual equipment debugging， tea service personnel， to perform tracking and escort service for the entire conference.

Fourthly， after-conference sum up. This includes customers feedback interview； review， conclusion and rectification of the problems occurred； praise and award for the outstanding staff.

The above four steps are the general process of hotel conference service and management， but the specific details in service standards are lacking.

In the configuration of the professional personnel， only a handful of hotels such as Xinliang Hotel and Himalayan Hotel have assigned conference secretary or commissioner， most other hotels do not have full-time staff configuration for the personalized and professional meeting service.

會議營銷

Conference Marketing

加州花園酒店主要是以接待四川省內(nèi)的商務(wù)會議、展覽為主要客源的飯店，該酒店設(shè)置了單獨(dú)的會議銷售部和專門的會議銷售人員，并將客源市場進(jìn)行區(qū)域劃分，再由不同的銷售人員分管不同區(qū)域的市場。其客源來源的主要渠道：一是會議策劃公司，二是銷售人員的市場營銷，三是酒店的關(guān)系客戶。

California Garden Hotel's main source of customers comes from business meetings and exhibitions inside Sichuan Province. The hotel has a separate conference sales department and specialized conference sales staff. Different sales personnel are in charge of different areas of the market according to different regional division of customer market. The three main channels of customer sources are as followed： the meeting planning company， sales staff's marketing campaign， related customers of the hotel.

通過和世紀(jì)城天堂洲際酒店的對比來看，隨著近幾年來成都市大型會議、展覽活動由原來的沙灣會展中心向世紀(jì)城新會展中心轉(zhuǎn)移，影響了加州花園酒店收入比例的變化。在世紀(jì)城天堂洲際酒店會議相關(guān)收入中，近兩年收入增長最快的項(xiàng)目是客房收入，而加州花園酒店則是餐飲收入和會議策劃收入。由于加州花園酒店在成都本地區(qū)會展市場中的主導(dǎo)作用，雖然在本地區(qū)以外會展數(shù)量的接待量不如世紀(jì)城天堂洲際酒店的接待量大，但是其專業(yè)的會議策劃服務(wù)卻占據(jù)了大部分成都會展市場，能為會議客人提供完整的“一條龍”會議服務(wù)，這是世紀(jì)城天堂洲際酒店目前所不能比的。

另外，在會展市場淡季，加州花園酒店還利用其宴會服務(wù)設(shè)施和服務(wù)項(xiàng)目吸引了眾多的婚宴、壽宴等大型宴會使其餐飲收入保持較高的水平，從而彌補(bǔ)了由于成都主要會展活動南移所帶來的收益損失。

Through the comparison with InterContinental Century City Chengdu， in recent years， large conferences and exhibition activities in Chengdu have moved from by the original ShaWan Convention Center to the Chengdu Century City New International Convention and Exhibition Center， which has impacted the income ratio changes of California Garden Hotel. In InterContinental Century City Chengdu's conference related revenue， the fastest growing revenue item in the past two years is room revenue， while for the California Garden Hotel， such revenue items are the food and beverage revenue and conference planning revenue. Due to its leading role in the regional exhibition market in Chengdu， although California Garden Hotel doesn't receive as much conference business outside the local area as InterContinental Century City Chengdu， but its professional conference planning services have provided complete \"one-stop\" conference services and have since occupied most of Chengdu exhibition market， something InterContinental Century City Chengdu can't compare itself to.

In addition， in the exhibition off-season， California Garden Hotel also uses the banquet facilities and services to attract a great number of weddings， birthday parties and other large banquets， for the catering income to maintain a high level， which makes up the revenue loss due to the south shifting of main exhibition activities in Chengdu.

比較結(jié)論

Comparative Conclusion

從會議服務(wù)流程上來看，國際知名品牌酒店基本上都具有專門負(fù)責(zé)會議的管理和服務(wù)人員，并按照一定的考核制度和獎懲方法進(jìn)行管理，能按照會議的基本流程進(jìn)行服務(wù)。而成都也有一些本土星級酒店有專門負(fù)責(zé)會議的管理和服務(wù)人員，按照一定的流程進(jìn)行會議服務(wù)。在會議營銷方面，兩者都明確了酒店的定位，把握了會議客源的類型。

但有所不同的是，國外知名品牌酒店以集團(tuán)為依托，其會議管理理論和方法是建立在酒店集團(tuán)長期發(fā)展的基礎(chǔ)上的，有一定的經(jīng)驗(yàn)積累，成員酒店之間可以相互借鑒和分享相關(guān)經(jīng)驗(yàn)，從而提高酒店會議的管理水平和服務(wù)質(zhì)量。反觀成都本土酒店，在會議資源和經(jīng)驗(yàn)共享上缺乏這種集團(tuán)化的優(yōu)勢；在會議市場的營銷上，本土酒店對會議市場的影響力不大，也缺乏專業(yè)化的會議營銷人才。

因此，筆者認(rèn)為當(dāng)?shù)乇就辆频陸?yīng)該加強(qiáng)合作交流、共享在會議管理和服務(wù)中的經(jīng)驗(yàn)教訓(xùn)；同時，積極向國際品牌酒店學(xué)習(xí)，提升自身的會議管理水平，以適應(yīng)未來會議市場蓬勃發(fā)展的需要。

Viewing from the basic process of meeting service， international hotel brands basically have set up professional personnel specifically responsible for the conference management and service， and the conference is managed in accordance with certain evaluation system and incentive methods. A number of local Stars Hotels in Chengdu also have professional personnel specifically responsible for the conference management and service that conduct meeting service according to a certain procedure. In the conference marketing， the two parties have clear positioning of their own hotels， and good understanding of the types of their meeting customers.

But something is different here. Backed by the mother Group， the foreign hotel brands' conference management theory and method are established on the basis of the long-term development of the hotel group. With considerable amount of accumulated experience， members of the hotels can learn from each other and share the experience， so as to improve the hotel conference management level and service quality. In contrast， the local Chengdu hotels lack such advantage of resources and experience sharing from the group； in conference market marketing， local hotels have little influence on the conference market， and also lack the professional talents for conference marketing.

Therefore， the local hotels should strengthen cooperation， exchange and share the lessons learned in the conference management and service； at the same time， they should actively learn from the international brand hotels， to improve their level of conference management and meet the needs of the future booming market.