金泰之家酒店竞争战略分析

发布时间：2018-01-10 09:38

本文关键词：金泰之家酒店竞争战略分析　出处：《辽宁工程技术大学》2014年硕士论文　论文类型：学位论文

【摘要】：北京经济型酒店行业在经历了高增长的黄金期后,从2010年开始逐步趋于缓慢理性增长,区域内竞争日益加剧。北京金泰之家酒店成立于2007年,是老煤炭企业专业化经营改革和整合的产物,经过6年的发展建设目前达到门店11家,其中直营店5家,加盟店6家,在区域内具有了一定的影响力。但是酒店由于经营规模有限、品牌建设不足和国有性质的制约,不能完全按照市场化运作,在近两年内,面临出租率有所下滑、收益增长缓慢的趋势。如何利用自身条件,因地制宜的探索符合酒店实际的发展竞争战略,突破瓶颈、获取竞争优势成为当下亟需解决的问题。文章以金泰之家旗舰店为研究对象,实地调研考察酒店的经营现状,收集了全面的资料和数据,运用PEST宏观分析法和波特五力模型分析酒店的外部环境,并客观剖析了自身所具备的条件,通过SWOT矩阵分析酒店自身的优劣势和机会威胁,借鉴国内外成熟经济型酒店的发展经验和战略管理理论,提出了符合金泰之家实际的差异化、重点集中竞争战略及实施措施。最后,文章又对战略实施过程中的重要因素进行分析,确保战略的顺利实施,对金泰之家的发展指明战略了方向。
[Abstract]:Beijing Econo Hotel industry has experienced high growth of the golden period, from 2010 began to gradually slow the rational growth, regional competition. Beijing Jintai Hotel was founded in 2007, is the old coal enterprises reform and the integration of the product, after 6 years of development has now reached 11 stores, including straight camp 5 stores, 6 stores, has a certain influence in the region. But because the hotel business scale is limited, restricting the lack of brand building and the state-owned nature, can not be completely in accordance with the market-oriented operation, in the last two years, facing the rental rate decline, revenue growth slow trend. How to make use of their own conditions. The development of competitive strategy, to explore with the hotel practice to break through the bottleneck, has become the urgent problem to obtain the competitive advantage. The golden flagship store as the research object, real The research on operating status of the hotel, a comprehensive collection of information and data, using the PEST macro analysis method and the Potter five forces model to analyze the external environment of the hotel, and analyzes its objective conditions, through the SWOT analysis of the hotel's own strengths and weaknesses and the opportunities and threats from domestic and foreign mature experience and the development of Econo Hotel the strategic management theory, puts forward the difference with the actual Kim family, focus on competitive strategy and implementation measures. Finally, the article analyzes the important factors in the process of strategy implementation, to ensure the smooth implementation of the strategy, points out the development strategy of Kim home direction.

【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F719.2

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