濟(jì)南南郊賓館競(jìng)爭(zhēng)戰(zhàn)略研究
發(fā)布時(shí)間：2018-07-21 16:23
【摘要】：近年來,旅游業(yè)的繁榮帶來了賓館酒店行業(yè)蓬勃發(fā)展,市場(chǎng)需求呈現(xiàn)明顯上升趨勢(shì),上海、北京等大城市的高星級(jí)酒店收入、利潤(rùn)等都大幅度提升,但濟(jì)南南郊賓館的營(yíng)業(yè)收入及市場(chǎng)銷售升勢(shì)緩慢,與市場(chǎng)形勢(shì)并不吻合。作為山東國(guó)賓館的濟(jì)南南郊賓館是山東省黨和政府公務(wù)接待的中流砥柱,是展示全省形象的重要窗口。隨著經(jīng)濟(jì)社會(huì)的不斷發(fā)展,改革開放的力度不斷加大,賓館也在面向社會(huì),走向市場(chǎng)；在賓館酒店行業(yè)競(jìng)爭(zhēng)日益激烈的市場(chǎng)環(huán)境下,國(guó)賓館的運(yùn)作也必須遵從市場(chǎng)規(guī)律。一方面要承擔(dān)貴賓接待任務(wù),另一方面還要開放搞活,接待對(duì)象呈多元化趨勢(shì)。面對(duì)新形勢(shì)、新任務(wù)、新挑戰(zhàn),如何在競(jìng)爭(zhēng)中立于不敗之地,實(shí)現(xiàn)自身的可持續(xù)發(fā)展,是本文研究的目的和現(xiàn)實(shí)意義所在。 本文包括七部分,第一部分首先介紹行業(yè)背景及企業(yè)的基本情況,說明了制定濟(jì)南南郊賓館競(jìng)爭(zhēng)戰(zhàn)略的重要意義。第二部分是戰(zhàn)略理論綜述,為本論文儲(chǔ)備了理論基礎(chǔ)。第三、四部分是濟(jì)南南郊賓館外部和內(nèi)部環(huán)境分析,闡明了賓館的機(jī)遇、挑戰(zhàn)、優(yōu)勢(shì)和劣勢(shì),為戰(zhàn)略制定指明了方向。第五部分是濟(jì)南南郊賓館競(jìng)爭(zhēng)戰(zhàn)略制定,也是本文的核心所在。第六部分是戰(zhàn)略實(shí)施的保障措施。第七部分得出本文研究結(jié)論。 本文的研究結(jié)論如下： (1)在宏觀方面,國(guó)家和山東省對(duì)旅游和住宿餐飲行業(yè)的支持,人們生活水平的提升和消費(fèi)結(jié)構(gòu)的升級(jí),為酒店賓館行業(yè)發(fā)展提供了非常好的發(fā)展空間。 (2)在行業(yè)環(huán)境方面,南郊賓館主要面臨三方面威脅：潛在進(jìn)入者的威脅,購買者議價(jià)能力,和行業(yè)內(nèi)競(jìng)爭(zhēng)者的威脅,其中行業(yè)內(nèi)競(jìng)爭(zhēng)者的威脅最大。 (3)在內(nèi)部環(huán)境方面,南郊賓館能夠?yàn)榭蛻籼峁┴S富服務(wù),但偏大眾化,缺乏特色；市場(chǎng)營(yíng)銷主要偏重于客戶管理和網(wǎng)絡(luò)管理,對(duì)市場(chǎng)開拓方面重視不夠。 (4)濟(jì)南南郊賓館應(yīng)實(shí)施WO戰(zhàn)略,抓住政策和市場(chǎng)機(jī)會(huì),改進(jìn)賓館劣勢(shì)。 (5)南郊賓館應(yīng)實(shí)施差異化的集中戰(zhàn)略、綠色酒店藍(lán)海戰(zhàn)略及聯(lián)盟戰(zhàn)略。依托政府接待這一優(yōu)質(zhì)業(yè)務(wù),大力拓展商業(yè)客戶,提供差異化服務(wù)；打造綠色酒店品牌,創(chuàng)建綠色企業(yè)文化；與周圍酒店形成戰(zhàn)略聯(lián)盟,共享客戶,實(shí)現(xiàn)政府接待和商業(yè)客戶、零售客戶市場(chǎng)互補(bǔ)。最終構(gòu)建南郊賓館競(jìng)爭(zhēng)優(yōu)勢(shì),獲取競(jìng)爭(zhēng)地位。
[Abstract]:In recent years, the prosperity of the tourism industry has brought about a vigorous development of the hotel and hotel industry, and the market demand has shown an obvious upward trend. The income and profits of high-star hotels in Shanghai, Beijing and other major cities have all increased by a large margin. But Jinan south suburb hotel's operating income and the market sale rise slowly, and the market situation does not coincide. As Shandong state guesthouse, Jinan Nanjiao Hotel is the mainstay of the official reception of the Party and the government of Shandong Province, and is an important window to display the image of the whole province. With the development of economy and society, the strength of reform and opening to the outside world is increasing, and hotels are facing the society and heading to the market. Under the increasingly competitive market environment, the operation of state guesthouses must comply with the market rules. On the one hand, to undertake the task of VIP reception, on the other hand, to be open and invigorated, the reception objects show a diversified trend. In the face of the new situation, new tasks, new challenges, how to remain invincible in the competition and realize its own sustainable development, is the purpose and practical significance of this study. This paper includes seven parts. The first part introduces the background of the industry and the basic situation of the enterprise, and explains the significance of formulating the competitive strategy of Jinan South suburb Hotel. The second part is a summary of strategic theory, which reserves the theoretical basis for this paper. The third and fourth part is the analysis of the external and internal environment of Jinan Nanjiao Hotel, which clarifies the opportunity, challenge, advantage and disadvantage of the hotel, and points out the direction for the strategy formulation. The fifth part is the competitive strategy of Jinan Nanjiao Hotel, which is also the core of this paper. The sixth part is the safeguard measures of strategic implementation. The seventh part draws the conclusion of this paper. The conclusions of this paper are as follows: (1) in the macro aspect, the state and Shandong province support the tourism and accommodation industry, the improvement of people's living standard and the upgrade of consumption structure. It provides a very good space for the development of hotel and guesthouse industry. (2) in terms of the industry environment, the southern suburb hotel faces three main threats: the threat of potential entrants, the bargaining power of buyers, and the threat of competitors in the industry. Among them, competitors in the industry pose the greatest threat. (3) in terms of internal environment, Nanjiao Hotel can provide rich services to customers, but it is popular and lacks of characteristics. Marketing is mainly focused on customer management and network management. (4) the South suburb Hotel of Jinan should implement WO strategy, seize the policy and market opportunity, and improve the inferior position of the hotel. (5) the hotel in the south suburb of Jinan should implement the centralized strategy of differentiation. Green hotel blue sea strategy and alliance strategy. Relying on the government to receive this high-quality business, vigorously expand commercial customers, provide differentiated services; create green hotel brand, create green corporate culture; form a strategic alliance with surrounding hotels, share customers, achieve government reception and commercial customers, Retail customer markets complement each other. Finally build the southern suburb hotel competitive advantage, obtain the competitive position.
【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】：2012
【分類號(hào)】：F719
本文編號(hào)：2136097
[Abstract]:In recent years, the prosperity of the tourism industry has brought about a vigorous development of the hotel and hotel industry, and the market demand has shown an obvious upward trend. The income and profits of high-star hotels in Shanghai, Beijing and other major cities have all increased by a large margin. But Jinan south suburb hotel's operating income and the market sale rise slowly, and the market situation does not coincide. As Shandong state guesthouse, Jinan Nanjiao Hotel is the mainstay of the official reception of the Party and the government of Shandong Province, and is an important window to display the image of the whole province. With the development of economy and society, the strength of reform and opening to the outside world is increasing, and hotels are facing the society and heading to the market. Under the increasingly competitive market environment, the operation of state guesthouses must comply with the market rules. On the one hand, to undertake the task of VIP reception, on the other hand, to be open and invigorated, the reception objects show a diversified trend. In the face of the new situation, new tasks, new challenges, how to remain invincible in the competition and realize its own sustainable development, is the purpose and practical significance of this study. This paper includes seven parts. The first part introduces the background of the industry and the basic situation of the enterprise, and explains the significance of formulating the competitive strategy of Jinan South suburb Hotel. The second part is a summary of strategic theory, which reserves the theoretical basis for this paper. The third and fourth part is the analysis of the external and internal environment of Jinan Nanjiao Hotel, which clarifies the opportunity, challenge, advantage and disadvantage of the hotel, and points out the direction for the strategy formulation. The fifth part is the competitive strategy of Jinan Nanjiao Hotel, which is also the core of this paper. The sixth part is the safeguard measures of strategic implementation. The seventh part draws the conclusion of this paper. The conclusions of this paper are as follows: (1) in the macro aspect, the state and Shandong province support the tourism and accommodation industry, the improvement of people's living standard and the upgrade of consumption structure. It provides a very good space for the development of hotel and guesthouse industry. (2) in terms of the industry environment, the southern suburb hotel faces three main threats: the threat of potential entrants, the bargaining power of buyers, and the threat of competitors in the industry. Among them, competitors in the industry pose the greatest threat. (3) in terms of internal environment, Nanjiao Hotel can provide rich services to customers, but it is popular and lacks of characteristics. Marketing is mainly focused on customer management and network management. (4) the South suburb Hotel of Jinan should implement WO strategy, seize the policy and market opportunity, and improve the inferior position of the hotel. (5) the hotel in the south suburb of Jinan should implement the centralized strategy of differentiation. Green hotel blue sea strategy and alliance strategy. Relying on the government to receive this high-quality business, vigorously expand commercial customers, provide differentiated services; create green hotel brand, create green corporate culture; form a strategic alliance with surrounding hotels, share customers, achieve government reception and commercial customers, Retail customer markets complement each other. Finally build the southern suburb hotel competitive advantage, obtain the competitive position.
【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】：2012
【分類號(hào)】：F719
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，本文編號(hào)：2136097
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