本文是留学生assignment作业代写范例，题目是“Cinnamon Cathedral Hanoi Hotel: Business Strategy Analysis（Cinnamon Cathedral Hanoi酒店:商业策略分析）”，Cinnamon Cathedral Hanoi酒店是一个独特的酒店位于河内的中心。古典美与现代美的融合，欧式装饰风格与亚洲气息与材料的一致结合，令人惊叹。它是由一个充满激情的商人Nguyen Viet Dung创立的。他来自越南义安省义丹区一个安静的村庄，那里以学习和勤奋的精神而闻名。他从21岁开始就涉足旅游业，当时他是一名雄心勃勃的法国自由导游。
Abstract 摘要
Cinnamon Cathedral Hanoi Hotel is a unique hotel located in the center of Hanoi. It’s surprising by the mixture of classical and modern beauty, the consistent combination of European decorative style and Asian smell and materials.It was born by a passionate businessman namely Nguyen Viet Dung. He came from a quite village Nghia Dan district Nghe An province, Vietnam where is well known for learning and hard-working spirit. He stepped in tourism industry since he was 21 years old as a young and ambitious French freelance tour guide.
By amazing effort, he established “Discovery Indochina Company Limited” in 1st January, 2004 at his house’s address: 218/29/22 Lac Long Quan Street, Buoi ward, Tay Ho district, Hanoi, Vietnam with Taxation Identification number 0101433176 (National Business Information E-Gazette service,2004). Through more than 15 years of operation, developing with bigger scale, Discovery Indochina Company limited changed the main office many times and has maintained at number 69, Quan Thanh Street, Ba Dinh district, Hanoi, Vietnam for nearly 10 years (Contact, discoveryindochina.com). It has been taking part in many sectors of hospitality industry as following.
通过惊人的努力，他于2004年1月1日在他家的地址: Lac Long Quan Street218/29/22号，税务识别号码0101433176(2004年全国商业信息电子报服务)成立了“发现中南有限公司”。Discovery印度支那有限公司经过超过15年的经营，不断扩大规模，多次更换总部，并在越南 Quan Thanh Street, Ba Dinh district69号维持了近10年(联系方式:discoveryindochina.com)。它已经参与了以下酒店业的许多部门。
1.INTRODUCTON引言
The remarkable successes should be 10 cruises namely “Le Cochinchine Cruises” float on Mekong Delta in the south of vietnam which tend to introduce floating southern cultures in the south of Vietnam (Boat, lecochinchine.com). Secondly, Discovery Indochina Co.,LTD is well known as Trip Advisor who designs creative and impressive trips which focus on the variety of the historical and cultural values and in accordance with the responsible tourism (destinations and prime attractions, discoveryindochina.com).
引人注目的成功应该是10艘游轮，即“Le cochine游轮”漂浮在越南南部的湄公河三角洲，它倾向于在越南南部引入漂浮的南方文化(Boat, lecochinchine.com)。其次，Discovery Indochina有限公司是著名的旅行顾问，其设计的创意和令人印象深刻的旅行，注重历史和文化价值的多样性，并符合负责任的旅游(目的地和主要景点，discoveryindochina.com)。
Especially, the most incredible spirit children are Cinnamon hotels. Cinnamon Cathedral Hanoi Hotel located in 38 Au Trieu Street, Hoan Kiem District, Hanoi, Vietnam whichhas two other siblings including Cinnamon Hanoi (26 Au Trieu Street, Hoan Kiem District, Hanoi, Vietnam) and Cinnamon Saigon ( 74 Le Thi Rieng Street, District Number 1, Ho Chi Minh city, Vietnam) and one cousin namely Villa Du Mekong (Hoa Qui, Hoa Khanh, Cai Be, Tien Giang, Vietnam) (contact, cinnamonhotel.net).
2.VISION AND MISSION愿景和使命
Unlike other great ambitious start up with dream of building the global hotel chain, Mr Nguyen Viet Dzung has his own tastes. He has been growing up and being influenced by French culture during the dominated French colonial period of time. When Vietnam got the independence after 1975 and has gone up to Socialist Republic, many French architectures were damaged or destroyed, a lot of historical and cultural values used to be forgotten.
与其他雄心勃勃、梦想打造全球连锁酒店的初创企业不同，Nguyen Viet 有自己的品味。他在法国殖民统治时期成长并受到法国文化的影响。1975年越南独立后，成为了社会主义共和国，许多法国建筑被破坏或摧毁，许多历史和文化价值曾经被遗忘。
The Cinnamon Cathedral Hanoi Hotel was born in the aim at holding on a little French culture inside Hanoi. The hotel is considered as friendly second home for guests who vibrate the previous gorgeous beauties and excite about the mysterious charms in Hanoi.
The success is not how much money the hotel makes; it is about how satisfaction the customers review. The staffs are expected to get 100% feedback from their guests with 99,9 percent happiness. While most of hotel pay a lot for marketing and advertising, the hotel pay attention in continuous quality improvement. In fact, following the dramatically increase in the number of tourists visited Hanoi, Cinnamon Cathedral Hanoi Hotel expects to earn 15 percent income increase per year without increasing Room Price, but the Room fill-in rate and extra service development.
3.MARKET SEGMENTATION市场分割
It cannot be denied that Market segmentation is one of the fundamental principles of marketing because the hotel, in fact, is not able to serve all of their customers in a market caused by the diversification of needs and preferences (Journal of Marketing,Vol.21, No.1 (Jul.,1956,pp. 3-8). The correct targeted audience identification plays important role in hotel’s effectiveness and efficiency.
不可否认，市场细分是市场营销的基本原则之一，因为事实上，酒店无法在一个需求和偏好多样化所导致的市场中为所有的顾客提供服务(Journal of Marketing,Vol.21, No.1 (Jul.,1956,pp. 3-8).正确的目标受众识别对酒店的有效性和效率起着重要的作用。
There are various uses of the term “Market segmentation” in literature with such a lot of explanation and comparison, mentioning framework in both the current theoretical economic work of Rosen (1974) and Lancaster (1979) and the more traditional economic theory described by Chamberlin (1965) (Journal of marketing, Vo.51, No.2 (Apr.,1987, pp.1-10). By analyzing four main factors including geographic, demographic, psychographic and behavioral will provide the general image of the guests who Cinnamon Cathedral Hanoi Hotel looks for.
Hanoi, Vietnam is located in the center of Asia where takes a couple of hours to fly to China, Korea, Japan, Singapore and others. Therefore, it is reasonable that the number of hotel’s guest accounts for more than 30 percentage coming from Asia such as Korea, Japan, Indonesia, Singapore, especially china tourists when 95 percent Hanoi visitor is Chinese people (Minh,Thu, Hanoi's international visitors increase by 25% during 9 months, hanoitimes.vn). The 60 percentage belongs to Australia, European, especially, French England, and Germany. The remained percentages stand by occasional local tourists or other countries such as Israel, Pakistan, and others.
4.COMMUNICATION沟通
Cinnamon Cathedral Hanoi Hotel approaches customers via both online and offline. It’s great that the incredible experiences of the previous travellers become the travel tips of the following guests. Cinnamon Cathedral Hanoi Hotel said that 40 percent guests coming from the suggestions of the last visitors. In order to visualize the memories which the guests easily share with their friends, the staffs create a video to record the experience during their stay.
Cinnamon Cathedral Hanoi酒店通过线上和线下接近客户。很高兴之前的旅行者的不可思议的经历成为下面客人的旅行秘诀。Cinnamon Cathedral Hanoi酒店说，40%的客人来自上次游客的建议。为了将客人与朋友分享的记忆形象化，工作人员制作了一段视频来记录客人在此期间的体验。
For example, in a video: Hanoi Foodie Tour, the hotel staffs ride motorbikes carry the tourist behind and move around Hanoi for tasting the local foods, it is starting and closing by images of the hotels and Hanoi Cathedral Church (Hanoi Foodie Tours, Vlog1, youtube.com). Actually, the hotel takes a huge advantage of marketing while working in the network of Discovery Indochina.
The European tourists coming to Vietnam tend to have long trip from the north to the south of Vietnam and they usually using a professional trip advisors and follow their suggestions, then the guests stays in the Cinnamon Saigon will stays in Cinnamon Cathedral Hanoi Hotel because the familiar atmosphere and standard. Quarterly, Discovery Indochina Co.,LTD organizes Volunteer tours for company and invites the tourist who loves the responsible and sustainable tourism which create a beautiful and friendly image for hotel (Responsible travels, discoveryindochina.com).
5.BOTTLENECKS瓶颈
Hanoi gets favor from mother of nature with four seasons in a year including spring, summer, autumn and winter which promote the variety of scenery and local foods and beverages. Unfortunately, the benefits of the weather bring the drawbacks from anyone working in the tourism in Hanoi because of the seasonal characteristic. In fact, More than 80 percentage of income collect from the fall (October) to at the end of the spring (March) in the following year. How to keep the loyal staffs stay with the hotels and still maintain their income in the Low season are questions which make headache to the hotel manager.
Hanoi深受大自然之母的喜爱，一年有春、夏、秋、冬四个季节，各种各样的风景和当地的食物和饮料都在这里得到了推广。不幸的是，由于季节特性，天气的好处带来了任何在河内旅游的人的缺点。事实上，80%以上的收入是在第二年秋季(10月)到春季(3月)结束时收取的。如何在淡季留住忠诚的员工，并保持收入，一直是困扰酒店管理者的问题。
The Hotel manager builds solidarity culture in business, hotels seems a home for staffs take part in. The outdoor activities and volunteer connect the members together. The rooftop is repaired as a room for any staff works overnight or temporary lives. Hotels pay insurance for staffs working at least 3 continuous months in the hotels and they guarantee to work with at least 1 years. The manager applies cross-training method and multiple functions which help any staff can switch the position or replace easily. During the summer, hotel receives university student for internship period of time to prepare potential labor resource for high season and the students will be trained in actual working environment, practice English and French with tourists
Low season is great chance for hotel to open and test new services.
Hotel focuses on training courses to apply new technique in service as massages, bartender, cooking. The Staffs in the hotel are encourages to lead the tours as cooking class, walking street food tours, bicycle street food tours, motorbike street food tours, home visit, shopping tours. Furthermore; the staffs are free to keep tips if the tourists leave in the front office with available envelope.
6.SEASON季节
Low season is great chance for hotel to open and test new services. Hotel focuses on training courses to apply new technique in service as massages, bartender, cooking. The Staffs in the hotel are encourages to lead the tours as cooking class, walking street food tours, bicycle street food tours, motorbike street food tours, home visit, shopping tours. Furthermore; the staffs are free to keep tips if the tourists leave in the front office with available envelope.
淡季是酒店开设和测试新服务的好机会。酒店专注于培训新技术在服务中的应用，如按摩、调酒、烹饪。酒店鼓励员工带队，如烹饪课、步行街小吃、自行车街小吃、摩托车街小吃、家访、购物街小吃等。此外;如果游客带着可用的信封离开前台，工作人员可以免费保留小费。
The hotels located in the Hanoi Old quarter get the same trouble with Cinnamon Cathedral Hanoi Hotel. Some of hotels use the ground floor as coffee shop, several hotels reduce price to welcome domestics customers or low budget packet tours. Most of them open souvenir shops in front of the doors or open new types of service. Some options use temporary staffs or retired labor in the purpose of reducing cost in this period of time.第一段
In conclusion, Cinnamon Cathedral Hanoi Hotel currently deals well with its seasonal characteristic struggles. The clear and correct market segmentation, marketing and positioning strategies leads the hotel operation in the right way. The hotel is fair play by concentrating on sustainable values such as building the high quality services more than reducing cost to attract customers. Thanks for great location, nice decoration, friendly attitude, surprising extra caring services and volunteer activities, hotel build remarkable beautiful images in customer’s eyes. However, the satisfaction of the customer at the moment could not guarantee to future success of the hotel. When customer’s demand and need change rapidly, and the market are more and more competitive, it is essential to continuously improve services, renew but preserve the soul and unique points of Cinnamon Cathedral Hanoi Hotel.
总之，Cinnamon Cathedral Hanoi酒店目前很好地处理其季节性特点的斗争。明确、正确的市场细分、市场营销和定位策略，引导酒店正确经营。酒店注重可持续发展的价值，如建立高质量的服务，而不是降低成本来吸引顾客。酒店地理位置优越，装修精美，态度友善，贴心服务和志愿者活动让酒店在顾客心目中树立了卓越的形象。但是，目前顾客的满意并不能保证酒店未来的成功。当顾客的需求和需求变化迅速，市场竞争越来越激烈时，不断提高服务，更新但保留肉桂大教堂河内酒店的灵魂和独特之处是至关重要的。
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