锦江之星在二三线城市的发展战略研究

发布时间：2018-01-15 11:27

本文关键词：锦江之星在二三线城市的发展战略研究　出处：《南京理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：经济型酒店已发展成为较成熟的酒店业态。1997年锦江国际集团推出中国首家经济型连锁酒店品牌—锦江之星,历经多年的飞速发展,许多世界著名品牌酒店也陆续推出了经济型连锁酒店,并且快速在国内众多一、二线城市落地布点,加快规模扩张。当这些区域的经济型酒店逐渐呈现饱和状态时,各大经济型酒店逐渐将其发展战略投向中西部市场和二、三线城市。目前,作为二线城市的泰州,经济型酒店发展还较为缓慢,虽然数量较多但绝大多数都没有形成品牌,且多为单体酒店,缺乏竞争优势。面对这一现状,对于泰州市的锦江之星经济型酒店来说既面临机遇也面对挑战。锦江之星在泰州的发展迫切需要走出一条适合自己的发展之路。本文首先对我国经济型酒店的发展状况进行总体介绍,包括其产生背景、竞争优势和地域发展趋势,指出其目前的发展态势是纷纷向二三线城市扩张。然后进入到锦江之星在泰州发展的具体情形分析。运用PEST分析锦江之星在泰州所面临的宏观环境,并运用SWOT对锦江之星在泰州发展所具有的优、劣势以及所面临的机会遇与威胁进行深入探究,获得相关的启示。并据此提出锦江之星在泰州发展的战略选择,包括总体战略目标和具体战略选择。
[Abstract]:In 1997, Jinjiang International Group launched the first economic hotel chain in China-Star of Jinjiang, after years of rapid development. Many famous brand hotels in the world have also launched the economic hotel chain, and quickly landing in many first and second tier cities in the country. Speed up the expansion of scale. When the economic hotels in these areas gradually show saturation, the major economic hotels gradually put their development strategy into the Midwest market and the second and third tier cities. At present. As a second-tier city of Taizhou, economic hotel development is still relatively slow, although a large number of but most of them have not formed a brand, and most of them are single hotels, lack of competitive advantage. Facing this situation. The Jinjiang Star economy Hotel in Taizhou is faced with both opportunities and challenges. The development of Jinjiang Star in Taizhou urgently needs to find a way suitable for its own development. First of all, this paper introduces the development of economic hotels in China, including its background, competitive advantage and regional development trend. It is pointed out that its current development trend is to expand to the second and third tier cities one after another, and then enter into the concrete situation analysis of the development of Jinjiang Star in Taizhou. Using PEST to analyze the macro environment facing Jinjiang Star in Taizhou. And the use of SWOT in the development of Jinjiang Star in Taizhou has the advantages, disadvantages and opportunities and threats faced by in-depth exploration. Based on this, the author puts forward the strategic choice for the development of Jinjiang Star in Taizhou, including the overall strategic goal and the specific strategic choice.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719.2;F272

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