南京金鹰珠江壹号国际酒店发展战略研究

发布时间：2019-03-23 14:50

【摘要】：近年来,酒店业在中国得以迅猛发展,从高星级奢华酒店到低星级、经济型酒店均是遍地开花,南京——江苏省会,全国经济文化较为发达的城市,同样也是在近年来酒店业发展迅速。目前为止,南京挂牌5星级酒店达到15家,即包括金陵饭店、状元楼酒店等一批经营时间较长老牌本土酒店,还包括索菲特、喜来登、皇冠假日等一批具有品牌优势、内部管理制度完善、连锁酒店众多、酒店管理人才较完备的国际知名品牌酒店。这其中还不包括去年及今年刚刚开业的国际著名的高端品牌酒店——洲际酒店及威斯汀酒店。在这样的一个环境背景下,金鹰珠江壹号国际酒店,一个新兴的完全由本地知名企业集团——金鹰国际集团投资、兴建、管理的本土豪华酒店品牌在这样的强势竞争下,必须抓住市场机遇,审视面临的市场竞争环境,并且对自身的实力做出正确评估才能制定出符合酒店自身特色的并对酒店的将来发展有益的发展战略。鉴于此,本人以金鹰珠江壹号的发展战略作为研究课题,提交此份管理科学与决策的论文。本文首先通过对2大国际知名品牌的战略发展案例的分享,来了解并学习先进的酒店管理集团的发展战略,然后通过对酒店发展环境的分析、竞争对手的分析,及自身实力的分析来进一步认清酒店目前在行业内的地位及所面临的机遇、拥有的优势、存在的劣势和威胁。最后得出金鹰珠江壹号国际酒店的发展战略必是走集团化、专业化之路。而目前阶段是品牌形象树立的时期,金鹰珠江壹号国际酒店作为集团的第一个形象旗舰店,本文将从营销战略(着重阐述了网络营销在酒店行业的应用,尤其是微博营销的发展为酒店带来的新思路)、人力资源战略及服务创新战略等方面阐述具体而行之有效的方案从而帮助酒店做好品牌宣传、扩大忠诚客户群体、完善酒店服务品质,为将来的集约化发展打下坚实基础。
[Abstract]:In recent years, the hotel industry has developed rapidly in China. From high-star luxury hotels to low-star hotels, economic hotels are all blooming everywhere. Nanjing, the capital of Jiangsu Province, is a city with more developed economy and culture throughout the country. The hotel industry has also developed rapidly in recent years. So far, the number of 5-star hotels listed in Nanjing has reached 15, that is, the Jinling Hotel, the No. 1 Building Hotel and other long-standing local hotels, including Sofitel, Sheraton, Crown Holiday and so on, have a number of brand advantages. The internal management system is perfect, the chain hotel is numerous, the hotel management talented person is more complete international well-known brand hotel. This does not include Continental Hotel and Westin, the internationally renowned high-end hotels that just opened last year and this year. Under such an environmental background, Golden Eagle Pearl River one International Hotel, a new brand of local luxury hotels built and managed by a local well-known enterprise group, Jinying International Group, is in such a strong competition. Must seize the market opportunity, examine the market competition environment, and make a correct evaluation of their own strength, in order to draw up the hotel's own characteristics and conducive to the future development of the hotel development strategy. In view of this, I take the development strategy of Jinying Zhujiang No. 1 as the research subject, and submit this management science and decision-making paper. This paper first through the sharing of two famous international brands' strategic development cases to understand and learn the advanced hotel management group's development strategy, and then through the analysis of the hotel development environment, the analysis of competitors, And the analysis of their own strength to further understand the current status of the hotel in the industry and the opportunities, advantages, weaknesses and threats. Finally, the development strategy of Jinying Zhujiang No. 1 International Hotel must take the road of collectivization and specialization. The current stage is the period of brand image establishment, Jinying Pearl River 1 International Hotel as the group's first image flagship store, this paper will focus on the marketing strategy (focusing on the application of network marketing in the hotel industry, In particular, Weibo's development of marketing brings new ideas to the hotel), human resources strategy and service innovation strategy to elaborate specific and effective solutions to help the hotel to do a good job in brand promotion and expand loyal customer groups. Perfect the hotel service quality, for the future intensive development lay a solid foundation.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719

【参考文献】