DH酒店商业计划书

发布时间：2018-05-31 03:35

本文选题：酒店 + 投资　；参考：《华南理工大学》2013年硕士论文

【摘要】：本商业计划书是关于酒店投资的项目，，文章首先对项目的宏观和微观环境进行了分析，采用了PEST分析方法和SWOT分析方式，分析了酒店建设的有利条件和不利条件，中国经济的蓬勃发展给酒店业的发展创造了很好的条件，也要求酒店必须在符合国家政策和法律约束条件下，进行发展和经营；分析了DH酒店的优势、劣势和机会和威胁，权衡利弊，DH酒店优势在于定理位置好、配套齐全等，而劣势在于经验欠缺、投资回收期长等，应该发扬优势，克服劣势，采取有针对性的举措。经过对DH酒店的竞争环境和策略进行分析，认为DH酒店应该采取成本领先战略和差异化战略结合的方式。其次，针对成本领先战略和差异化战略结合的方式，采取STP市场定位策略和4P营销策略，提出了酒店建设完成后将采取的市场定位、营销策略等，指出DH酒店主要面对商务客人，针对商务客人采取差异化的战略，围绕商务客人的需要，提供有针对性的服务。DH酒店应该采取多种渠道销售酒店的产品，在定价时和促销时围绕酒店产品的6个要素进行：地理位置、设施与设备、服务、酒店形象、价格气氛。为顾客提供切切实实地服务，提供一个商务沟通和交往的平台。最后，对DH酒店的财务数据进行预测，并对是否可行和融资方向进行了阐述。从财务分析和风险控制的角度对项目建设期3年和运营期20年的现金流作了预测，得出项目的回收期、内部收益率等财务指标，进而验证了本计划书的可行性。同时，针对酒店投资和运营可能涉及的风险因素，提出针对性的对策。通过本文的研究表明，DH酒店的盈利性较高，具有可行性。但也必须注意有关风险因素，做到合法经营和提前预防。
[Abstract]:This business plan is about the project of hotel investment. Firstly, the paper analyzes the macro and micro environment of the project, adopts PEST analysis method and SWOT analysis method, and analyzes the favorable and unfavorable conditions of hotel construction. The vigorous development of China's economy has created very good conditions for the development of the hotel industry, which also requires hotels to develop and operate in accordance with state policies and legal constraints, and analyzes the strengths, weaknesses, opportunities and threats of DH hotels. The advantages and disadvantages of DH hotel lie in its good position and complete matching, but the disadvantage lies in the lack of experience and the long payback period of investment, so it is necessary to carry forward its advantages, overcome its disadvantages and take targeted measures. After analyzing the competitive environment and strategy of DH hotel, it is concluded that DH hotel should adopt the combination of cost leading strategy and differentiation strategy. Secondly, aiming at the combination of cost leading strategy and differentiation strategy, adopting STP market positioning strategy and 4P marketing strategy, the paper puts forward the market positioning and marketing strategy that will be adopted after the hotel construction is completed. It is pointed out that DH Hotel is mainly faced with business guests, and takes a differentiated strategy for business guests. According to the needs of business guests, the DH Hotel should take various channels to sell its products. During pricing and promotion around the hotel product 6 elements: geographical location, facilities and equipment, services, hotel image, price atmosphere. To provide customers with practical services, to provide a business communication and communication platform. Finally, the financial data of DH hotel are forecasted, and the feasibility and financing direction are discussed. From the angle of financial analysis and risk control, the cash flow of the project during the construction period of 3 years and the operation period of 20 years is predicted, and the financial indexes such as the payback period and the internal rate of return of the project are obtained, and the feasibility of this plan is verified. At the same time, aiming at the risk factors involved in hotel investment and operation, some countermeasures are put forward. The research in this paper shows that the hotel has high profitability and feasibility. But also must pay attention to relevant risk factors, to achieve legal management and prevention ahead of time.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719.2;F722

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