本文關(guān)鍵詞： 華天酒店集團(tuán) 酒店業(yè) 戰(zhàn)略困境 戰(zhàn)略變革　出處：《湘潭大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：雖然世界經(jīng)濟(jì)持續(xù)疲軟,但旅游業(yè)卻表現(xiàn)出強(qiáng)勁的活力。在各項(xiàng)旅游發(fā)展政策的支持下,我國的旅游業(yè)也正呈現(xiàn)出井噴式的發(fā)展,為作為旅游業(yè)重要組成部分的酒店業(yè)提供了發(fā)展機(jī)遇。與此同時(shí),我國酒店業(yè)擴(kuò)張迅速。在本土酒店快速增長的同時(shí)外資品牌酒店紛紛進(jìn)入我國市場,造就了我國酒店業(yè)激烈的競爭環(huán)境,給華天酒店集團(tuán)酒店業(yè)的經(jīng)營管理帶來了極大的挑戰(zhàn)。華天酒店集團(tuán)酒店業(yè)是全國知名的湖南品牌、湖南酒店業(yè)曾經(jīng)的領(lǐng)導(dǎo)者,又是我國本土化酒店品牌的代表,雖然目前已經(jīng)基本實(shí)現(xiàn)了多元化發(fā)展,但是之前主要是以發(fā)展高星級酒店為主,“八項(xiàng)規(guī)定”、“六項(xiàng)禁令”等政策的出臺,嚴(yán)重沖擊了華天酒店集團(tuán)酒店業(yè)的發(fā)展,使酒店業(yè)的經(jīng)營管理陷入困境。雖然集團(tuán)領(lǐng)導(dǎo)層迅速作出反應(yīng),積極進(jìn)行了經(jīng)營轉(zhuǎn)型,但并沒能使高端酒店領(lǐng)域受到新政策沖擊的形勢得到明顯扭轉(zhuǎn)。所以,文章選取華天酒店集團(tuán)酒店業(yè)作為研究對象,為其打破目前的戰(zhàn)略困境、合理進(jìn)行經(jīng)營轉(zhuǎn)型提供借鑒。文章從戰(zhàn)略層面對國際化背景下華天酒店集團(tuán)酒店業(yè)面臨的內(nèi)外部環(huán)境進(jìn)行分析,并對三種基本的競爭戰(zhàn)略進(jìn)行分析,得出適合其采用的總體和競爭戰(zhàn)略類型,并與其目前采用的戰(zhàn)略類型進(jìn)行比較,進(jìn)而為戰(zhàn)略變革指明方向。文章在綜合運(yùn)用定性分析法、定量分析法、比較分析法、戰(zhàn)略分析的各種方法等的基礎(chǔ)上,得出以下結(jié)論:(1)華天酒店集團(tuán)酒店業(yè)目前的總體戰(zhàn)略類型正在由密集型戰(zhàn)略向多元化戰(zhàn)略轉(zhuǎn)變,目前采用的業(yè)務(wù)單位戰(zhàn)略(競爭戰(zhàn)略)類型為成本領(lǐng)先戰(zhàn)略。(2)對華天酒店集團(tuán)酒店業(yè)所處的內(nèi)外部環(huán)境進(jìn)行分析的結(jié)果顯示,華天酒店集團(tuán)酒店業(yè)的總體戰(zhàn)略類型應(yīng)當(dāng)選擇多元化戰(zhàn)略,在競爭戰(zhàn)略層次上應(yīng)當(dāng)選擇差異化戰(zhàn)略。(3)在總體戰(zhàn)略上,華天酒店集團(tuán)酒店業(yè)應(yīng)當(dāng)繼續(xù)堅(jiān)持目前的戰(zhàn)略變革方向,由之前的密集型戰(zhàn)略向多元化戰(zhàn)略轉(zhuǎn)變,在穩(wěn)步發(fā)展高星級酒店的同時(shí),進(jìn)一步擴(kuò)張中端精品酒店和經(jīng)濟(jì)型酒店;而在競爭戰(zhàn)略上,應(yīng)當(dāng)轉(zhuǎn)變酒店業(yè)目前采用的戰(zhàn)略類型,進(jìn)行戰(zhàn)略變革,由成本領(lǐng)先戰(zhàn)略向差異化戰(zhàn)略轉(zhuǎn)變。
[Abstract]:Although the world economy continues to weaken, the tourism industry is showing strong vitality. With the support of various tourism development policies, China's tourism industry is also showing a blowout development. At the same time, the hotel industry in China is expanding rapidly. At the same time, with the rapid growth of local hotels, foreign brand hotels have entered the Chinese market. Huatian Hotels Group Hotel Industry is a well-known Hunan brand, once a leader of Hunan hotel industry, and has brought great challenges to the management of Huatian Hotels Group, which has created a fierce competitive environment for the hotel industry in our country, and has brought great challenges to the management of the hotel industry of Huatian Hotels Group. It is also the representative of the local hotel brand in our country. Although it has basically achieved diversified development at present, it used to mainly focus on the development of high-star hotels, "eight regulations", "six prohibitions" and other policies. It seriously impacted the development of the hotel industry of Huatian Hotel Group, and put the hotel industry in a difficult position. Although the group's leadership reacted quickly and made an active operation transformation, However, it failed to make the new policy impact on the high-end hotel sector to be significantly reversed. Therefore, the article selects the hotel industry of Huatian Hotel Group as the research object to break the current strategic dilemma. This paper analyzes the internal and external environment of Huatian Hotel Group under the background of internationalization, and analyzes three basic competitive strategies. The general and competitive strategy types suitable for it are obtained, and compared with the current strategy types, and then the direction of strategic change is pointed out. In this paper, qualitative analysis, quantitative analysis and comparative analysis are comprehensively applied. On the basis of various methods of strategic analysis, the following conclusions can be drawn: (1) the overall strategic type of hotel industry of Huatian Hotels Group is changing from intensive strategy to diversification strategy. The analysis of the internal and external environment of Huatian Hotels Group hotel industry shows that the current type of business unit strategy (competitive strategy) is cost leading strategy. The overall strategy type of Huatian hotel group hotel industry should be diversified strategy, and the differentiation strategy should be chosen on the level of competition strategy.) in the overall strategy, Huatian hotel group hotel industry should continue to adhere to the current direction of strategic change. From the previous intensive strategy to the diversification strategy, while steadily developing high-star hotels, we should further expand middle-end boutique hotels and economic-type hotels; in terms of competitive strategy, we should change the types of strategies currently used in the hotel industry. Carry on strategic change, change from cost leading strategy to differentiation strategy.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F719.2

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