GQYB酒店差异化战略研究

发布时间：2018-05-16 23:00

本文选题：经济型酒店 + GQYB酒店　；参考：《山东理工大学》2017年硕士论文

【摘要】：随着高青县经济迅速发展,国际慢城、温泉度假村、水上乐园等旅游景点的迅速开发,来高青旅游的外来游客人数和次数越来越多,使得高青县酒店业呈现愈发好转的形式,特别是给经济型酒店带来了不可估量的大好机会。然而,由于县城大多数经济型酒店的管理者对于酒店的市场定位、管理理念和经营模式还没有很清楚的认识,酒店的运营仍处于多年前的模式,经营效果没有达到最佳状态。所以,高青县酒店尤其是经济型酒店的经营急需研究和讨论,以促进其经营向更好的方向迈进。本文在将战略管理相关理论与GQYB酒店现有经营状况结合的基础上,运用五力模型、PEST分析法和相关环境评价矩阵模型对GQYB酒店的内外部环境进行了综合分析,发现现有的内外部环境有利于GQYB酒店充分发挥其酒店优势,改善其现有的运营状况。通过SWOT分析理论,分析得出GQYB酒店的优势、劣势、机遇和威胁,并通过SWOT矩阵进一步为GQYB酒店制定了充分发挥低价格、增加营销渠道、深化企业形象、增加员工素质的运营方向。然后运用定量规划矩阵法,通过对比成本领先战略,差异化战略和和专一化战略对于GQYB酒店的适用程度,确定GQYB酒店更适合于选择差异化竞争战略,并从酒店形象差异化、酒店文化内涵差异化、酒店营销渠道差异化、酒店服务内容差异化、酒店价格差异化和酒店人力资源管理差异化六个方面对其差异化竞争战略的实施措施提出了合理性建议。本文中论证的差异化战略为GQYB酒店管理者对于酒店长远管理提供了一定的参考,对于GQYB酒店提高自身竞争力具有重要意义。
[Abstract]:With the rapid economic development of Gaoqing County and the rapid development of international slow cities, hot spring resorts, water parks and other tourist attractions, the number and frequency of foreign tourists coming to Gaoqing County is increasing, which makes the hotel industry in Gao Qing County take on an increasingly improved form. Especially to the economy type hotel has brought the inestimable good opportunity. However, because the managers of most economical hotels in county towns have no clear understanding of the market orientation, management concept and management mode of hotels, the hotel operation is still in the mode of many years ago, and the operating effect has not reached the best state. Therefore, it is urgent to study and discuss the management of Gaoqing County Hotel, especially the economical Hotel, in order to promote its management to a better direction. On the basis of combining the theory of strategic management with the existing management of GQYB hotel, this paper makes a comprehensive analysis of the internal and external environment of GQYB hotel by using the five-force model pest analysis method and the related environment evaluation matrix model. It is found that the existing internal and external environment is conducive to the GQYB hotel to give full play to its hotel advantages and improve its existing operating conditions. Through the theory of SWOT analysis, we can get the advantages, disadvantages, opportunities and threats of GQYB hotels. Through the SWOT matrix, we can make full use of the low price, increase the marketing channels and deepen the corporate image of GQYB hotels. Increase the quality of the operation direction of the staff. Then using the quantitative planning matrix method, by comparing the application of cost leading strategy, differentiation strategy and specialization strategy to GQYB hotel, the author determines that GQYB hotel is more suitable to choose the differentiated competition strategy, and from the hotel image differentiation. This paper puts forward reasonable suggestions on the implementation of the differentiated competitive strategy in six aspects: the cultural connotation of hotel, the marketing channel of hotel, the service content of hotel, the difference of hotel price and the differentiation of hotel human resource management. The differentiation strategy demonstrated in this paper provides a certain reference for the GQYB hotel managers to the long-term management of the hotel, and is of great significance for the GQYB hotel to improve its competitiveness.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F272

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