【摘要】：近年來(lái),酒店業(yè)在中國(guó)得以迅猛發(fā)展,從高星級(jí)奢華酒店到低星級(jí)、經(jīng)濟(jì)型酒店均是遍地開(kāi)花,南京——江蘇省會(huì),全國(guó)經(jīng)濟(jì)文化較為發(fā)達(dá)的城市,同樣也是在近年來(lái)酒店業(yè)發(fā)展迅速。目前為止,南京掛牌5星級(jí)酒店達(dá)到15家,即包括金陵飯店、狀元樓酒店等一批經(jīng)營(yíng)時(shí)間較長(zhǎng)老牌本土酒店,還包括索菲特、喜來(lái)登、皇冠假日等一批具有品牌優(yōu)勢(shì)、內(nèi)部管理制度完善、連鎖酒店眾多、酒店管理人才較完備的國(guó)際知名品牌酒店。這其中還不包括去年及今年剛剛開(kāi)業(yè)的國(guó)際著名的高端品牌酒店——洲際酒店及威斯汀酒店。 在這樣的一個(gè)環(huán)境背景下,金鷹珠江壹號(hào)國(guó)際酒店,一個(gè)新興的完全由本地知名企業(yè)集團(tuán)——金鷹國(guó)際集團(tuán)投資、興建、管理的本土豪華酒店品牌在這樣的強(qiáng)勢(shì)競(jìng)爭(zhēng)下,必須抓住市場(chǎng)機(jī)遇,審視面臨的市場(chǎng)競(jìng)爭(zhēng)環(huán)境,并且對(duì)自身的實(shí)力做出正確評(píng)估才能制定出符合酒店自身特色的并對(duì)酒店的將來(lái)發(fā)展有益的發(fā)展戰(zhàn)略。鑒于此,本人以金鷹珠江壹號(hào)的發(fā)展戰(zhàn)略作為研究課題,提交此份管理科學(xué)與決策的論文。本文首先通過(guò)對(duì)2大國(guó)際知名品牌的戰(zhàn)略發(fā)展案例的分享,來(lái)了解并學(xué)習(xí)先進(jìn)的酒店管理集團(tuán)的發(fā)展戰(zhàn)略,然后通過(guò)對(duì)酒店發(fā)展環(huán)境的分析、競(jìng)爭(zhēng)對(duì)手的分析,及自身實(shí)力的分析來(lái)進(jìn)一步認(rèn)清酒店目前在行業(yè)內(nèi)的地位及所面臨的機(jī)遇、擁有的優(yōu)勢(shì)、存在的劣勢(shì)和威脅。最后得出金鷹珠江壹號(hào)國(guó)際酒店的發(fā)展戰(zhàn)略必是走集團(tuán)化、專業(yè)化之路。而目前階段是品牌形象樹(shù)立的時(shí)期,金鷹珠江壹號(hào)國(guó)際酒店作為集團(tuán)的第一個(gè)形象旗艦店,本文將從營(yíng)銷戰(zhàn)略(著重闡述了網(wǎng)絡(luò)營(yíng)銷在酒店行業(yè)的應(yīng)用,尤其是微博營(yíng)銷的發(fā)展為酒店帶來(lái)的新思路)、人力資源戰(zhàn)略及服務(wù)創(chuàng)新戰(zhàn)略等方面闡述具體而行之有效的方案從而幫助酒店做好品牌宣傳、擴(kuò)大忠誠(chéng)客戶群體、完善酒店服務(wù)品質(zhì),為將來(lái)的集約化發(fā)展打下堅(jiān)實(shí)基礎(chǔ)。
[Abstract]:In recent years, the hotel industry has developed rapidly in China. From high-star luxury hotels to low-star hotels, economic hotels are all blooming everywhere. Nanjing, the capital of Jiangsu Province, is a city with more developed economy and culture throughout the country. The hotel industry has also developed rapidly in recent years. So far, the number of 5-star hotels listed in Nanjing has reached 15, that is, the Jinling Hotel, the No. 1 Building Hotel and other long-standing local hotels, including Sofitel, Sheraton, Crown Holiday and so on, have a number of brand advantages. The internal management system is perfect, the chain hotel is numerous, the hotel management talented person is more complete international well-known brand hotel. This does not include Continental Hotel and Westin, the internationally renowned high-end hotels that just opened last year and this year. Under such an environmental background, Golden Eagle Pearl River one International Hotel, a new brand of local luxury hotels built and managed by a local well-known enterprise group, Jinying International Group, is in such a strong competition. Must seize the market opportunity, examine the market competition environment, and make a correct evaluation of their own strength, in order to draw up the hotel's own characteristics and conducive to the future development of the hotel development strategy. In view of this, I take the development strategy of Jinying Zhujiang No. 1 as the research subject, and submit this management science and decision-making paper. This paper first through the sharing of two famous international brands' strategic development cases to understand and learn the advanced hotel management group's development strategy, and then through the analysis of the hotel development environment, the analysis of competitors, And the analysis of their own strength to further understand the current status of the hotel in the industry and the opportunities, advantages, weaknesses and threats. Finally, the development strategy of Jinying Zhujiang No. 1 International Hotel must take the road of collectivization and specialization. The current stage is the period of brand image establishment, Jinying Pearl River 1 International Hotel as the group's first image flagship store, this paper will focus on the marketing strategy (focusing on the application of network marketing in the hotel industry, In particular, Weibo's development of marketing brings new ideas to the hotel), human resources strategy and service innovation strategy to elaborate specific and effective solutions to help the hotel to do a good job in brand promotion and expand loyal customer groups. Perfect the hotel service quality, for the future intensive development lay a solid foundation.
【學(xué)位授予單位】：大連海事大學(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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