菏澤YMZ酒店競(jìng)爭(zhēng)戰(zhàn)略研究
發(fā)布時(shí)間：2018-07-17 08:42
【摘要】：按照國(guó)家統(tǒng)計(jì)局公布的資料顯示,日前我國(guó)星級(jí)酒店的數(shù)量達(dá)1.4萬(wàn)多家。菏澤位于山東省西南部,其經(jīng)濟(jì)發(fā)展相對(duì)于山東的沿海城市來(lái)講相對(duì)滯后,隨著近幾年山東省相關(guān)政府部門對(duì)菏澤經(jīng)濟(jì)發(fā)展的重視以及其他兄弟地市的幫扶,菏澤的經(jīng)濟(jì)發(fā)展速度明顯增快,來(lái)菏澤商務(wù)旅行人數(shù)也逐年增多,這為當(dāng)?shù)鼐频陿I(yè)的發(fā)展提供了市場(chǎng)機(jī)遇。YMZ商務(wù)大酒店是集餐飲、客房、購(gòu)物、會(huì)議于一體的三星級(jí)旅游飯店,位于菏澤市經(jīng)濟(jì)技術(shù)開(kāi)區(qū)西區(qū),菏澤最繁華的中華路西端。隨著菏澤酒店行業(yè)迎來(lái)的新的發(fā)展機(jī)遇,很多快捷酒店、外資酒店和國(guó)內(nèi)知名品牌酒店都涌入菏澤酒店市場(chǎng),為菏澤酒店行業(yè)的發(fā)展帶來(lái)的較大推動(dòng)作用,也為菏澤本土酒店企業(yè)帶來(lái)很大的挑戰(zhàn)。 本文在對(duì)戰(zhàn)略管理相關(guān)理論梳理的基礎(chǔ)上,運(yùn)用相關(guān)分析工具對(duì)菏澤YMZ酒店外部環(huán)境進(jìn)行綜合分析得出：外部環(huán)境中存在的機(jī)會(huì)包括菏澤經(jīng)濟(jì)發(fā)展的推動(dòng)、政府部門的大力鼓勵(lì)、當(dāng)?shù)乜蛻粜枨蟮脑黾�、菏澤商�?wù)旅行客戶量的增加、電子信息技術(shù)提升行業(yè)管理水平；存在的威脅有行業(yè)進(jìn)入壁壘較低、勞動(dòng)力成本增加、顧客對(duì)酒店的服務(wù)要求逐步提高、國(guó)際星級(jí)酒店和經(jīng)濟(jì)型酒店的進(jìn)入提高市場(chǎng)競(jìng)爭(zhēng)程度。然后據(jù)此客觀評(píng)價(jià)YMZ酒店所具有的優(yōu)勢(shì)和劣勢(shì),其具有的優(yōu)勢(shì)包括管理經(jīng)驗(yàn)豐富、人才隊(duì)伍建設(shè)完善、地理位置優(yōu)越、客戶資源優(yōu)勢(shì)、采購(gòu)渠道成熟、市場(chǎng)營(yíng)銷能力強(qiáng)；存在的劣勢(shì)有基礎(chǔ)設(shè)施面臨更新、創(chuàng)新能力薄弱、品牌建設(shè)不足、缺乏規(guī)模優(yōu)勢(shì)。在此基礎(chǔ)上通過(guò)SWOT分析矩陣和定量規(guī)劃矩陣確定YMZ酒店應(yīng)當(dāng)選擇差異化競(jìng)爭(zhēng)戰(zhàn)略,并從優(yōu)化組織結(jié)構(gòu)、完善人才體系、尋求戰(zhàn)略聯(lián)盟、加強(qiáng)市場(chǎng)營(yíng)銷、提高創(chuàng)新能力和重視信息化建設(shè)七個(gè)方面對(duì)其差異化競(jìng)爭(zhēng)戰(zhàn)略實(shí)施的保障措施提出建議。 本文以菏澤YMZ酒店作為研究對(duì)象,通過(guò)理論與實(shí)踐相結(jié)合的方法對(duì)其競(jìng)爭(zhēng)戰(zhàn)略的選擇進(jìn)行了探討,提出了針對(duì)YMZ酒店的差異化競(jìng)爭(zhēng)戰(zhàn)略及其實(shí)施途徑,有利于推動(dòng)YMZ酒店的競(jìng)爭(zhēng)能力的提升。另外,研究結(jié)論對(duì)于菏澤酒店行業(yè)中其他企業(yè)的戰(zhàn)略管理與競(jìng)爭(zhēng)戰(zhàn)略的選擇有一定啟示性和借鑒價(jià)值。
[Abstract]:According to the data released by the National Bureau of Statistics, the number of star hotels in China reached more than 14000 days ago. Heze is located in the southwest of Shandong Province, and its economic development is relatively backward compared with the coastal cities in Shandong Province. With the attention of the relevant government departments of Shandong Province to the economic development of Heze in recent years, and the help of other brother prefectures, The economic development of Heze has increased significantly, and the number of people coming to Heze for business travel has increased year by year. This provides a market opportunity for the development of the local hotel industry. YMZ Business Hotel is a three-star tourist hotel that integrates catering, guest rooms, shopping and conferences. Heze is located in the economic and technological opening area west, Heze the most prosperous west end of China Road. With the new development opportunity of Heze hotel industry, a lot of Express Hotel, foreign capital hotels and domestic famous brand hotels pour into the Heze hotel market, which brings great impetus to the development of Heze hotel industry. Also for Heze local hotel enterprises bring great challenges. Based on the related theories of strategic management, this paper makes a comprehensive analysis of the external environment of Heze YMZ Hotel by using the relevant analysis tools. The opportunities in the external environment include the promotion of Heze's economic development. The strong encouragement of government departments, the increasing demand of local customers, the increasing number of customers of business travel in Heze, the enhancement of the management level of the industry by electronic information technology, the existence of threats such as low barriers to entry into the industry, increased labor costs, Customers' service requirements for hotels are gradually improved, and the entry of international star hotels and economy hotels enhances the market competition. Then objectively evaluate the advantages and disadvantages of YMZ hotel, including rich management experience, perfect construction of talent team, superior location, customer resource advantage, mature purchasing channel and strong marketing ability. The disadvantages are infrastructure renewal, weak innovation ability, insufficient brand construction and lack of scale advantage. On this basis, through SWOT analysis matrix and quantitative planning matrix to determine the YMZ hotel should choose differentiated competition strategy, and from the optimization of organizational structure, improve the talent system, seek strategic alliances, strengthen marketing, To improve innovation ability and pay attention to information construction seven aspects of the implementation of the differentiated competition strategy security measures are put forward. This paper takes Heze YMZ Hotel as the research object, discusses the choice of its competitive strategy by combining theory and practice, and puts forward the differentiated competitive strategy and its implementation way for YMZ Hotel. To promote the competitiveness of the YMZ hotel. In addition, the conclusion of the study has some enlightenment and reference value for the choice of strategic management and competitive strategy of other enterprises in Heze hotel industry.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F719
本文編號(hào)：2129853
[Abstract]:According to the data released by the National Bureau of Statistics, the number of star hotels in China reached more than 14000 days ago. Heze is located in the southwest of Shandong Province, and its economic development is relatively backward compared with the coastal cities in Shandong Province. With the attention of the relevant government departments of Shandong Province to the economic development of Heze in recent years, and the help of other brother prefectures, The economic development of Heze has increased significantly, and the number of people coming to Heze for business travel has increased year by year. This provides a market opportunity for the development of the local hotel industry. YMZ Business Hotel is a three-star tourist hotel that integrates catering, guest rooms, shopping and conferences. Heze is located in the economic and technological opening area west, Heze the most prosperous west end of China Road. With the new development opportunity of Heze hotel industry, a lot of Express Hotel, foreign capital hotels and domestic famous brand hotels pour into the Heze hotel market, which brings great impetus to the development of Heze hotel industry. Also for Heze local hotel enterprises bring great challenges. Based on the related theories of strategic management, this paper makes a comprehensive analysis of the external environment of Heze YMZ Hotel by using the relevant analysis tools. The opportunities in the external environment include the promotion of Heze's economic development. The strong encouragement of government departments, the increasing demand of local customers, the increasing number of customers of business travel in Heze, the enhancement of the management level of the industry by electronic information technology, the existence of threats such as low barriers to entry into the industry, increased labor costs, Customers' service requirements for hotels are gradually improved, and the entry of international star hotels and economy hotels enhances the market competition. Then objectively evaluate the advantages and disadvantages of YMZ hotel, including rich management experience, perfect construction of talent team, superior location, customer resource advantage, mature purchasing channel and strong marketing ability. The disadvantages are infrastructure renewal, weak innovation ability, insufficient brand construction and lack of scale advantage. On this basis, through SWOT analysis matrix and quantitative planning matrix to determine the YMZ hotel should choose differentiated competition strategy, and from the optimization of organizational structure, improve the talent system, seek strategic alliances, strengthen marketing, To improve innovation ability and pay attention to information construction seven aspects of the implementation of the differentiated competition strategy security measures are put forward. This paper takes Heze YMZ Hotel as the research object, discusses the choice of its competitive strategy by combining theory and practice, and puts forward the differentiated competitive strategy and its implementation way for YMZ Hotel. To promote the competitiveness of the YMZ hotel. In addition, the conclusion of the study has some enlightenment and reference value for the choice of strategic management and competitive strategy of other enterprises in Heze hotel industry.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F719
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，本文編號(hào)：2129853
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