SW度假酒店竞争战略研究

发布时间：2018-04-17 06:15

本文选题：竞争战略 + 战略选择　；参考：《兰州理工大学》2017年硕士论文

【摘要】：改革开放以来,中国经济的快速发展和居民可自由支配收入的不断增加,使外出旅游人数呈逐年递增的态势,中国入境游客也在迅速增长。度假酒店,作为一种新兴的酒店业态,是为游客提供住宿、餐饮、娱乐、会议等多种服务功能为一体的酒店。它不仅是现代酒店的一种潮流,还是有品位、高收入、享受生活的人群所追捧的对象。但近年来随着我国经济逐步进入发展的新常态,酒店供需侧结构性改革也势在必行。SW度假酒店属于民营企业WW集团旗下的一家五星酒店,现由国际知名酒店管理公司IHG集团负责管理。本文将竞争战略的各种相关理论:顾客价值理论、蓝海战略理论、波特五力模型作为研究理论基础,对SW度假酒店的非市场环境和市场环境因素进行分析。同时,本文在对SW度假酒店进行深入了解后分析了SW度假酒店现有的竞争战略,还将基于资源、能力和价值曲线分析SW度假酒店的的核心竞争力。经过分析研究,SW度假酒店的核心竞争力是低成本的土地资源、良好的生态环境、充足的资金流、有影响力的品牌和良好的企业文化。在此基础上,本文在确定好SW度假酒店竞争战略的定位与目标后,在静态竞争战略环境下选择差异化战略来发展自己,在动态竞争战略环境下利用经典营销组合理论——4P4C理论来实现战略目标。根据4P4C理论,SW度假酒店将从产品策略、价格策略、促销策略、分销渠道策略和满足顾客,使顾客愿意支付成本,为顾客提供便利,与顾客沟通等方面来大力提升酒店的竞争力。本文还根据SW度假酒店的战略目标确定了积极制订实施人才策略和协调维护利益相关者策略。希望在当今酒店行业竞争如此激烈的情况下,为SW度假酒店在原有市场上具有更好的发展提供新的战略思维。
[Abstract]:Since the reform and opening up, with the rapid development of Chinese economy and the increase of residents' disposable income, the number of outbound tourists is increasing year by year, and the inbound tourists of China are also increasing rapidly.Resort hotel, as a new hotel business, is a hotel with various service functions, such as accommodation, catering, entertainment, conference and so on.It is not only a modern hotel trend, but also a taste, high-income, enjoy the life of the crowd sought after.But in recent years, as the economy of our country gradually enters the new normal of development, it is also imperative to reform the supply-demand side of the hotel. SW Resort is a five-star hotel owned by WW Group, a private enterprise.Now the international famous hotel management company IHG Group is responsible for the management.Based on the theories of customer value, Blue Sea Strategy and Porter's five Forces Model, this paper analyzes the factors of non-market environment and market environment of SW resort hotel.At the same time, this paper analyzes the existing competitive strategy of SW resort, and analyzes the core competitiveness of SW resort based on resource, capability and value curve.The core competitiveness of the hotel is low cost land resources, good ecological environment, sufficient capital flow, influential brand and good corporate culture.On this basis, this paper chooses the differentiation strategy to develop itself under the static competitive strategy environment after determining the positioning and goal of the SWresort hotel competition strategy.In the dynamic competitive strategic environment, the classical marketing combination theory, 4P4C theory, is used to realize the strategic goal.According to the theory of 4P4C, SW Resort will greatly enhance the competitiveness of the hotel from the aspects of product strategy, price strategy, promotion strategy, distribution channel strategy and customer satisfaction, making customers willing to pay the cost, providing convenience for customers, communicating with customers, and so on.According to the strategic goal of SW resort hotel, this paper also determines the active implementation of talent strategy and coordination and maintenance of stakeholders strategy.It is hoped that under such a fierce competition in the hotel industry today, the SW Resort Hotel will have a new strategic thinking for its better development in the original market.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F272

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