济南南郊宾馆竞争战略研究

发布时间：2018-07-21 16:23

【摘要】：近年来,旅游业的繁荣带来了宾馆酒店行业蓬勃发展,市场需求呈现明显上升趋势,上海、北京等大城市的高星级酒店收入、利润等都大幅度提升,但济南南郊宾馆的营业收入及市场销售升势缓慢,与市场形势并不吻合。作为山东国宾馆的济南南郊宾馆是山东省党和政府公务接待的中流砥柱,是展示全省形象的重要窗口。随着经济社会的不断发展,改革开放的力度不断加大,宾馆也在面向社会,走向市场；在宾馆酒店行业竞争日益激烈的市场环境下,国宾馆的运作也必须遵从市场规律。一方面要承担贵宾接待任务,另一方面还要开放搞活,接待对象呈多元化趋势。面对新形势、新任务、新挑战,如何在竞争中立于不败之地,实现自身的可持续发展,是本文研究的目的和现实意义所在。本文包括七部分,第一部分首先介绍行业背景及企业的基本情况,说明了制定济南南郊宾馆竞争战略的重要意义。第二部分是战略理论综述,为本论文储备了理论基础。第三、四部分是济南南郊宾馆外部和内部环境分析,阐明了宾馆的机遇、挑战、优势和劣势,为战略制定指明了方向。第五部分是济南南郊宾馆竞争战略制定,也是本文的核心所在。第六部分是战略实施的保障措施。第七部分得出本文研究结论。本文的研究结论如下： (1)在宏观方面,国家和山东省对旅游和住宿餐饮行业的支持,人们生活水平的提升和消费结构的升级,为酒店宾馆行业发展提供了非常好的发展空间。 (2)在行业环境方面,南郊宾馆主要面临三方面威胁：潜在进入者的威胁,购买者议价能力,和行业内竞争者的威胁,其中行业内竞争者的威胁最大。 (3)在内部环境方面,南郊宾馆能够为客户提供丰富服务,但偏大众化,缺乏特色；市场营销主要偏重于客户管理和网络管理,对市场开拓方面重视不够。 (4)济南南郊宾馆应实施WO战略,抓住政策和市场机会,改进宾馆劣势。 (5)南郊宾馆应实施差异化的集中战略、绿色酒店蓝海战略及联盟战略。依托政府接待这一优质业务,大力拓展商业客户,提供差异化服务；打造绿色酒店品牌,创建绿色企业文化；与周围酒店形成战略联盟,共享客户,实现政府接待和商业客户、零售客户市场互补。最终构建南郊宾馆竞争优势,获取竞争地位。
[Abstract]:In recent years, the prosperity of the tourism industry has brought about a vigorous development of the hotel and hotel industry, and the market demand has shown an obvious upward trend. The income and profits of high-star hotels in Shanghai, Beijing and other major cities have all increased by a large margin. But Jinan south suburb hotel's operating income and the market sale rise slowly, and the market situation does not coincide. As Shandong state guesthouse, Jinan Nanjiao Hotel is the mainstay of the official reception of the Party and the government of Shandong Province, and is an important window to display the image of the whole province. With the development of economy and society, the strength of reform and opening to the outside world is increasing, and hotels are facing the society and heading to the market. Under the increasingly competitive market environment, the operation of state guesthouses must comply with the market rules. On the one hand, to undertake the task of VIP reception, on the other hand, to be open and invigorated, the reception objects show a diversified trend. In the face of the new situation, new tasks, new challenges, how to remain invincible in the competition and realize its own sustainable development, is the purpose and practical significance of this study. This paper includes seven parts. The first part introduces the background of the industry and the basic situation of the enterprise, and explains the significance of formulating the competitive strategy of Jinan South suburb Hotel. The second part is a summary of strategic theory, which reserves the theoretical basis for this paper. The third and fourth part is the analysis of the external and internal environment of Jinan Nanjiao Hotel, which clarifies the opportunity, challenge, advantage and disadvantage of the hotel, and points out the direction for the strategy formulation. The fifth part is the competitive strategy of Jinan Nanjiao Hotel, which is also the core of this paper. The sixth part is the safeguard measures of strategic implementation. The seventh part draws the conclusion of this paper. The conclusions of this paper are as follows: (1) in the macro aspect, the state and Shandong province support the tourism and accommodation industry, the improvement of people's living standard and the upgrade of consumption structure. It provides a very good space for the development of hotel and guesthouse industry. (2) in terms of the industry environment, the southern suburb hotel faces three main threats: the threat of potential entrants, the bargaining power of buyers, and the threat of competitors in the industry. Among them, competitors in the industry pose the greatest threat. (3) in terms of internal environment, Nanjiao Hotel can provide rich services to customers, but it is popular and lacks of characteristics. Marketing is mainly focused on customer management and network management. (4) the South suburb Hotel of Jinan should implement WO strategy, seize the policy and market opportunity, and improve the inferior position of the hotel. (5) the hotel in the south suburb of Jinan should implement the centralized strategy of differentiation. Green hotel blue sea strategy and alliance strategy. Relying on the government to receive this high-quality business, vigorously expand commercial customers, provide differentiated services; create green hotel brand, create green corporate culture; form a strategic alliance with surrounding hotels, share customers, achieve government reception and commercial customers, Retail customer markets complement each other. Finally build the southern suburb hotel competitive advantage, obtain the competitive position.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719

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