【摘要】：隨著全球一體化進(jìn)程加速和中國(guó)市場(chǎng)經(jīng)濟(jì)的深入發(fā)展,吸引了眾多國(guó)際飯店管理集團(tuán)以特許經(jīng)營(yíng)或參與投資的方式大舉進(jìn)入中國(guó)市場(chǎng)。外來(lái)飯店管理集團(tuán)的本土化和中國(guó)飯店管理集團(tuán)的國(guó)際化、現(xiàn)代化程度、飯店市場(chǎng)的產(chǎn)業(yè)化、集約化等各個(gè)方面各個(gè)層次的一系列問(wèn)題都需要積極探索和研究。總的講,我國(guó)的飯店業(yè)正處于國(guó)際飯店管理經(jīng)營(yíng)本土化、國(guó)內(nèi)企業(yè)發(fā)展國(guó)際化的緊要關(guān)頭,但飯店業(yè)的形成和發(fā)展總體上還是比較稚嫩,與國(guó)際行業(yè)市場(chǎng)還有著很大的距離,特別是缺乏高星級(jí)飯店運(yùn)營(yíng)實(shí)戰(zhàn)經(jīng)驗(yàn),因此,隨著國(guó)內(nèi)飯店旅游市場(chǎng)的蓬勃發(fā)展,一種能夠快速幫助飯店投資方籌備運(yùn)營(yíng)拓展市場(chǎng)的新型飯店管理模式—委托管理進(jìn)入中國(guó)市場(chǎng),并一度成為中國(guó)高端飯店運(yùn)營(yíng)的主流模式,這種運(yùn)營(yíng)管理模式助推了中國(guó)高端飯店的快速演進(jìn)和發(fā)展。飯店委托管理模式所倡導(dǎo)的飯店所有權(quán)與經(jīng)營(yíng)權(quán)的分離在飯店開(kāi)業(yè)初期發(fā)揮作用較為明顯,特別是在飯店管理團(tuán)隊(duì)組建、管理系統(tǒng)、管理流程、服務(wù)標(biāo)準(zhǔn)、信息系統(tǒng)的建立及形象標(biāo)識(shí)運(yùn)用等方面尤顯其積極作用,但委托管理實(shí)踐中,由于飯店投資方與經(jīng)營(yíng)管理方目標(biāo)利益導(dǎo)向不一致,導(dǎo)致合作中遇到的問(wèn)題和矛盾較多,飯店投資方更多關(guān)注于飯店的投資回報(bào)和可持續(xù)發(fā)展,飯店經(jīng)營(yíng)管理方更多關(guān)注于飯店委托管理的取費(fèi)標(biāo)準(zhǔn)和品牌溢價(jià),從而形成了飯店投資方與經(jīng)營(yíng)管理方關(guān)于飯店經(jīng)營(yíng)管理的長(zhǎng)期博弈。 本文在對(duì)國(guó)際飯店委托管理基本理論概述和棗園賓館委托管理現(xiàn)狀分析的基礎(chǔ)上,綜合運(yùn)用理論分析和實(shí)證分析相結(jié)合,結(jié)合本人工作實(shí)際及工作中面臨的現(xiàn)實(shí)問(wèn)題,站在飯店投資商(產(chǎn)權(quán)代表)角度,深入分析了棗園賓館委托管理實(shí)施過(guò)程中存在的突出問(wèn)題和矛盾,在此基礎(chǔ)上運(yùn)用現(xiàn)代飯店管理、工商管理有關(guān)理論知識(shí),系統(tǒng)闡述了棗園賓館委托管理模式優(yōu)化思路、優(yōu)化設(shè)計(jì)關(guān)鍵環(huán)節(jié)以及保障措施,旨在實(shí)現(xiàn)委托管理模式下飯店投資商(業(yè)主)資產(chǎn)的保值增值。
[Abstract]:With the acceleration of the globalization process and the deep development of China's market economy, many international hotel management groups have attracted a large number of international hotel management groups to enter the Chinese market by way of franchise or investment. The localization of foreign hotel management group and the internationalization and modernization of Chinese hotel management group, the industrialization of hotel market and the intensification of hotel market need to be actively explored and studied. In general, the hotel industry in our country is at the critical juncture of the localization of international hotel management and operation, and the internationalization of domestic enterprises. However, the formation and development of the hotel industry in general is still relatively immature, and there is still a long way to go from the international industry market. In particular, there is a lack of operational experience in high-star hotels. Therefore, with the vigorous development of the domestic hotel tourism market, A new type of hotel management model that can help hotel investors to prepare for operation and expand their market quickly-entrustment management enters the Chinese market, and once became the mainstream mode of high-end hotel operation in China. This mode of operation and management contributes to the rapid evolution and development of high-end hotels in China. The separation of hotel ownership and management rights advocated by the hotel entrustment management model plays a significant role in the initial stage of hotel opening, especially in the hotel management team formation, management system, management process, service standards. The establishment of information system and the application of image mark play a positive role, but in the practice of entrustment management, there are many problems and contradictions in cooperation due to the inconsistency of the goal and benefit orientation between the hotel investor and the management. The hotel investors pay more attention to the return on investment and sustainable development of the hotel, and the hotel management pays more attention to the charging standard and brand premium of the hotel entrustment management. Thus forming a long-term game between the hotel investors and the management about the hotel management. On the basis of summarizing the basic theory of international hotel entrustment management and analyzing the present situation of Zaoyuan hotel entrustment management, this paper combines the theoretical analysis with the empirical analysis, combined with the actual work and the practical problems in my work. From the angle of hotel investor (representative of property right), this paper deeply analyzes the outstanding problems and contradictions existing in the implementation of entrustment management of Zaoyuan Hotel, and on this basis applies the relevant theoretical knowledge of modern hotel management and industrial and commercial management. This paper systematically expounds the optimization idea of the entrustment management mode of Zaoyuan Hotel, the key links of the optimization design and the safeguard measures, in order to maintain and increase the value of the assets of the hotel investors (owners) under the entrustment management mode.
【學(xué)位授予單位】：西北大學(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)：2291949