菏泽YMZ酒店竞争战略研究

发布时间：2018-07-17 08:42

【摘要】：按照国家统计局公布的资料显示,日前我国星级酒店的数量达1.4万多家。菏泽位于山东省西南部,其经济发展相对于山东的沿海城市来讲相对滞后,随着近几年山东省相关政府部门对菏泽经济发展的重视以及其他兄弟地市的帮扶,菏泽的经济发展速度明显增快,来菏泽商务旅行人数也逐年增多,这为当地酒店业的发展提供了市场机遇。YMZ商务大酒店是集餐饮、客房、购物、会议于一体的三星级旅游饭店,位于菏泽市经济技术开区西区,菏泽最繁华的中华路西端。随着菏泽酒店行业迎来的新的发展机遇,很多快捷酒店、外资酒店和国内知名品牌酒店都涌入菏泽酒店市场,为菏泽酒店行业的发展带来的较大推动作用,也为菏泽本土酒店企业带来很大的挑战。本文在对战略管理相关理论梳理的基础上,运用相关分析工具对菏泽YMZ酒店外部环境进行综合分析得出：外部环境中存在的机会包括菏泽经济发展的推动、政府部门的大力鼓励、当地客户需求的增加、菏泽商务旅行客户量的增加、电子信息技术提升行业管理水平；存在的威胁有行业进入壁垒较低、劳动力成本增加、顾客对酒店的服务要求逐步提高、国际星级酒店和经济型酒店的进入提高市场竞争程度。然后据此客观评价YMZ酒店所具有的优势和劣势,其具有的优势包括管理经验丰富、人才队伍建设完善、地理位置优越、客户资源优势、采购渠道成熟、市场营销能力强；存在的劣势有基础设施面临更新、创新能力薄弱、品牌建设不足、缺乏规模优势。在此基础上通过SWOT分析矩阵和定量规划矩阵确定YMZ酒店应当选择差异化竞争战略,并从优化组织结构、完善人才体系、寻求战略联盟、加强市场营销、提高创新能力和重视信息化建设七个方面对其差异化竞争战略实施的保障措施提出建议。本文以菏泽YMZ酒店作为研究对象,通过理论与实践相结合的方法对其竞争战略的选择进行了探讨,提出了针对YMZ酒店的差异化竞争战略及其实施途径,有利于推动YMZ酒店的竞争能力的提升。另外,研究结论对于菏泽酒店行业中其他企业的战略管理与竞争战略的选择有一定启示性和借鉴价值。
[Abstract]:According to the data released by the National Bureau of Statistics, the number of star hotels in China reached more than 14000 days ago. Heze is located in the southwest of Shandong Province, and its economic development is relatively backward compared with the coastal cities in Shandong Province. With the attention of the relevant government departments of Shandong Province to the economic development of Heze in recent years, and the help of other brother prefectures, The economic development of Heze has increased significantly, and the number of people coming to Heze for business travel has increased year by year. This provides a market opportunity for the development of the local hotel industry. YMZ Business Hotel is a three-star tourist hotel that integrates catering, guest rooms, shopping and conferences. Heze is located in the economic and technological opening area west, Heze the most prosperous west end of China Road. With the new development opportunity of Heze hotel industry, a lot of Express Hotel, foreign capital hotels and domestic famous brand hotels pour into the Heze hotel market, which brings great impetus to the development of Heze hotel industry. Also for Heze local hotel enterprises bring great challenges. Based on the related theories of strategic management, this paper makes a comprehensive analysis of the external environment of Heze YMZ Hotel by using the relevant analysis tools. The opportunities in the external environment include the promotion of Heze's economic development. The strong encouragement of government departments, the increasing demand of local customers, the increasing number of customers of business travel in Heze, the enhancement of the management level of the industry by electronic information technology, the existence of threats such as low barriers to entry into the industry, increased labor costs, Customers' service requirements for hotels are gradually improved, and the entry of international star hotels and economy hotels enhances the market competition. Then objectively evaluate the advantages and disadvantages of YMZ hotel, including rich management experience, perfect construction of talent team, superior location, customer resource advantage, mature purchasing channel and strong marketing ability. The disadvantages are infrastructure renewal, weak innovation ability, insufficient brand construction and lack of scale advantage. On this basis, through SWOT analysis matrix and quantitative planning matrix to determine the YMZ hotel should choose differentiated competition strategy, and from the optimization of organizational structure, improve the talent system, seek strategic alliances, strengthen marketing, To improve innovation ability and pay attention to information construction seven aspects of the implementation of the differentiated competition strategy security measures are put forward. This paper takes Heze YMZ Hotel as the research object, discusses the choice of its competitive strategy by combining theory and practice, and puts forward the differentiated competitive strategy and its implementation way for YMZ Hotel. To promote the competitiveness of the YMZ hotel. In addition, the conclusion of the study has some enlightenment and reference value for the choice of strategic management and competitive strategy of other enterprises in Heze hotel industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F719

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