ZZ酒店发展战略研究

发布时间：2018-06-02 03:28

本文选题：内外部环境分析 + SWOT分析　；参考：《郑州大学》2015年硕士论文

【摘要】：随着我国社会经济的发展和居民生活水平的不断提高,商务接待、会议活动和餐饮住宿的需求迅速增加,标准也不断提高,酒店行业也随之蓬勃发展。近年来,为满足不同类群不同标准的消费者需求,酒店也面临着包括政策导向趋严、同业竞争激烈和配套技术更新快等经营压力。ZZ酒店是郑州市最早的五星级酒店,曾经是行业的领军者,在当地拥有极高的知名度和认可度。随着郑州市经济的发展以及国家政策的调整,更多的国际酒店品牌不断涌入,给ZZ酒店造成了较大的竞争压力。同时,ZZ酒店在面临激烈的市场竞争中未能及时调整策略,发展态势严峻。本文针对ZZ酒店发展停滞的状态,通过分析其内外部环境和SWOT分析,查找其问题,并量身定制了战略调整方案、落实方案和实施的保障措施,以期解决其存在的问题,帮助酒店把握优势、创造机会、扬长避短、解除威胁,助其在激烈的市场竞争中脱颖而出,创造更多的企业利润,为社会做出更大的贡献。本文首先介绍选题目的和意义所在,以及研究思路和方法,然后再介绍ZZ酒店的发展历史以及其现在的经营情况。接着通过对ZZ酒店的内外部环境分析,了解其目前面临的危机和压力,在此基础上,通过SWOT法分析ZZ酒店所面临的优劣势和机遇挑战,为其制定可行的战略计划。结合ZZ酒店的现状,本篇为其量身制定了“多元化”的发展战略,以期实现其十年内“立足河南,辐射中原,面向全国”的愿景,通过完善顶层设计,横向纵向多元化发展,集团化管控的战略部署,加强ZZ酒店核心竞争力,为企业创造更大的利润。
[Abstract]:With the development of social economy and the improvement of residents' living standard, the demand for business reception, meeting activities and catering accommodation is increasing rapidly, and the standard of hotel industry is also booming. In recent years, in order to meet the needs of different groups and different standards of consumers, hotels are also faced with the pressure of strict policy guidance, fierce competition among the same industry and rapid technological renewal of supporting facilities. ZZ Hotel is the earliest five-star hotel in Zhengzhou. Was once the industry leader, has the extremely high visibility and the recognition in the local. With the development of Zhengzhou economy and the adjustment of national policy, more and more international hotel brands are pouring in, which has caused great competition pressure to ZZ hotel. At the same time, ZZ hotel in the face of fierce market competition failed to adjust the strategy in time, the development situation is grim. In view of the stagnant state of ZZ hotel development, through the analysis of its internal and external environment and SWOT analysis, this paper finds out its problems, and customizes the strategic adjustment plan, implements the plan and the implementation safeguard measure, in order to solve the existing problems. To help hotels grasp the advantages, create opportunities, develop strengths and avoid weaknesses, remove threats, help them stand out in the fierce market competition, create more corporate profits, and make greater contributions to the society. This paper first introduces the purpose and significance of the topic, as well as the research ideas and methods, and then introduces the history of the development of ZZ Hotel and its current operating situation. On the basis of the analysis of the internal and external environment of ZZ Hotel, this paper analyzes the advantages and disadvantages and opportunities and challenges of ZZ Hotel by SWOT method, and makes a feasible strategic plan for ZZ Hotel. Combined with the present situation of ZZ Hotel, this paper has formulated the development strategy of "diversification" for the hotel, in order to realize its vision of "based on Henan, radiating the Central Plains, facing the whole country" within 10 years, through perfecting the top level design, developing horizontally and vertically. The strategic deployment of group management, strengthening the core competitiveness of ZZ hotel, to create greater profits for the enterprise.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F719

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