华天酒店集团酒店业经营管理战略变革研究

发布时间：2018-02-07 12:40

本文关键词： 华天酒店集团酒店业战略困境战略变革　出处：《湘潭大学》2017年硕士论文　论文类型：学位论文

【摘要】：虽然世界经济持续疲软,但旅游业却表现出强劲的活力。在各项旅游发展政策的支持下,我国的旅游业也正呈现出井喷式的发展,为作为旅游业重要组成部分的酒店业提供了发展机遇。与此同时,我国酒店业扩张迅速。在本土酒店快速增长的同时外资品牌酒店纷纷进入我国市场,造就了我国酒店业激烈的竞争环境,给华天酒店集团酒店业的经营管理带来了极大的挑战。华天酒店集团酒店业是全国知名的湖南品牌、湖南酒店业曾经的领导者,又是我国本土化酒店品牌的代表,虽然目前已经基本实现了多元化发展,但是之前主要是以发展高星级酒店为主,“八项规定”、“六项禁令”等政策的出台,严重冲击了华天酒店集团酒店业的发展,使酒店业的经营管理陷入困境。虽然集团领导层迅速作出反应,积极进行了经营转型,但并没能使高端酒店领域受到新政策冲击的形势得到明显扭转。所以,文章选取华天酒店集团酒店业作为研究对象,为其打破目前的战略困境、合理进行经营转型提供借鉴。文章从战略层面对国际化背景下华天酒店集团酒店业面临的内外部环境进行分析,并对三种基本的竞争战略进行分析,得出适合其采用的总体和竞争战略类型,并与其目前采用的战略类型进行比较,进而为战略变革指明方向。文章在综合运用定性分析法、定量分析法、比较分析法、战略分析的各种方法等的基础上,得出以下结论:(1)华天酒店集团酒店业目前的总体战略类型正在由密集型战略向多元化战略转变,目前采用的业务单位战略(竞争战略)类型为成本领先战略。(2)对华天酒店集团酒店业所处的内外部环境进行分析的结果显示,华天酒店集团酒店业的总体战略类型应当选择多元化战略,在竞争战略层次上应当选择差异化战略。(3)在总体战略上,华天酒店集团酒店业应当继续坚持目前的战略变革方向,由之前的密集型战略向多元化战略转变,在稳步发展高星级酒店的同时,进一步扩张中端精品酒店和经济型酒店;而在竞争战略上,应当转变酒店业目前采用的战略类型,进行战略变革,由成本领先战略向差异化战略转变。
[Abstract]:Although the world economy continues to weaken, the tourism industry is showing strong vitality. With the support of various tourism development policies, China's tourism industry is also showing a blowout development. At the same time, the hotel industry in China is expanding rapidly. At the same time, with the rapid growth of local hotels, foreign brand hotels have entered the Chinese market. Huatian Hotels Group Hotel Industry is a well-known Hunan brand, once a leader of Hunan hotel industry, and has brought great challenges to the management of Huatian Hotels Group, which has created a fierce competitive environment for the hotel industry in our country, and has brought great challenges to the management of the hotel industry of Huatian Hotels Group. It is also the representative of the local hotel brand in our country. Although it has basically achieved diversified development at present, it used to mainly focus on the development of high-star hotels, "eight regulations", "six prohibitions" and other policies. It seriously impacted the development of the hotel industry of Huatian Hotel Group, and put the hotel industry in a difficult position. Although the group's leadership reacted quickly and made an active operation transformation, However, it failed to make the new policy impact on the high-end hotel sector to be significantly reversed. Therefore, the article selects the hotel industry of Huatian Hotel Group as the research object to break the current strategic dilemma. This paper analyzes the internal and external environment of Huatian Hotel Group under the background of internationalization, and analyzes three basic competitive strategies. The general and competitive strategy types suitable for it are obtained, and compared with the current strategy types, and then the direction of strategic change is pointed out. In this paper, qualitative analysis, quantitative analysis and comparative analysis are comprehensively applied. On the basis of various methods of strategic analysis, the following conclusions can be drawn: (1) the overall strategic type of hotel industry of Huatian Hotels Group is changing from intensive strategy to diversification strategy. The analysis of the internal and external environment of Huatian Hotels Group hotel industry shows that the current type of business unit strategy (competitive strategy) is cost leading strategy. The overall strategy type of Huatian hotel group hotel industry should be diversified strategy, and the differentiation strategy should be chosen on the level of competition strategy.) in the overall strategy, Huatian hotel group hotel industry should continue to adhere to the current direction of strategic change. From the previous intensive strategy to the diversification strategy, while steadily developing high-star hotels, we should further expand middle-end boutique hotels and economic-type hotels; in terms of competitive strategy, we should change the types of strategies currently used in the hotel industry. Carry on strategic change, change from cost leading strategy to differentiation strategy.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2

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