本文選題：經(jīng)濟(jì)型酒店 + GQYB酒店��； 參考：《山東理工大學(xué)》2017年碩士論文

【摘要】：隨著高青縣經(jīng)濟(jì)迅速發(fā)展,國際慢城、溫泉度假村、水上樂園等旅游景點(diǎn)的迅速開發(fā),來高青旅游的外來游客人數(shù)和次數(shù)越來越多,使得高青縣酒店業(yè)呈現(xiàn)愈發(fā)好轉(zhuǎn)的形式,特別是給經(jīng)濟(jì)型酒店帶來了不可估量的大好機(jī)會(huì)。然而,由于縣城大多數(shù)經(jīng)濟(jì)型酒店的管理者對(duì)于酒店的市場(chǎng)定位、管理理念和經(jīng)營(yíng)模式還沒有很清楚的認(rèn)識(shí),酒店的運(yùn)營(yíng)仍處于多年前的模式,經(jīng)營(yíng)效果沒有達(dá)到最佳狀態(tài)。所以,高青縣酒店尤其是經(jīng)濟(jì)型酒店的經(jīng)營(yíng)急需研究和討論,以促進(jìn)其經(jīng)營(yíng)向更好的方向邁進(jìn)。本文在將戰(zhàn)略管理相關(guān)理論與GQYB酒店現(xiàn)有經(jīng)營(yíng)狀況結(jié)合的基礎(chǔ)上,運(yùn)用五力模型、PEST分析法和相關(guān)環(huán)境評(píng)價(jià)矩陣模型對(duì)GQYB酒店的內(nèi)外部環(huán)境進(jìn)行了綜合分析,發(fā)現(xiàn)現(xiàn)有的內(nèi)外部環(huán)境有利于GQYB酒店充分發(fā)揮其酒店優(yōu)勢(shì),改善其現(xiàn)有的運(yùn)營(yíng)狀況。通過SWOT分析理論,分析得出GQYB酒店的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和威脅,并通過SWOT矩陣進(jìn)一步為GQYB酒店制定了充分發(fā)揮低價(jià)格、增加營(yíng)銷渠道、深化企業(yè)形象、增加員工素質(zhì)的運(yùn)營(yíng)方向。然后運(yùn)用定量規(guī)劃矩陣法,通過對(duì)比成本領(lǐng)先戰(zhàn)略,差異化戰(zhàn)略和和專一化戰(zhàn)略對(duì)于GQYB酒店的適用程度,確定GQYB酒店更適合于選擇差異化競(jìng)爭(zhēng)戰(zhàn)略,并從酒店形象差異化、酒店文化內(nèi)涵差異化、酒店?duì)I銷渠道差異化、酒店服務(wù)內(nèi)容差異化、酒店價(jià)格差異化和酒店人力資源管理差異化六個(gè)方面對(duì)其差異化競(jìng)爭(zhēng)戰(zhàn)略的實(shí)施措施提出了合理性建議。本文中論證的差異化戰(zhàn)略為GQYB酒店管理者對(duì)于酒店長(zhǎng)遠(yuǎn)管理提供了一定的參考,對(duì)于GQYB酒店提高自身競(jìng)爭(zhēng)力具有重要意義。
[Abstract]:With the rapid economic development of Gaoqing County and the rapid development of international slow cities, hot spring resorts, water parks and other tourist attractions, the number and frequency of foreign tourists coming to Gaoqing County is increasing, which makes the hotel industry in Gao Qing County take on an increasingly improved form. Especially to the economy type hotel has brought the inestimable good opportunity. However, because the managers of most economical hotels in county towns have no clear understanding of the market orientation, management concept and management mode of hotels, the hotel operation is still in the mode of many years ago, and the operating effect has not reached the best state. Therefore, it is urgent to study and discuss the management of Gaoqing County Hotel, especially the economical Hotel, in order to promote its management to a better direction. On the basis of combining the theory of strategic management with the existing management of GQYB hotel, this paper makes a comprehensive analysis of the internal and external environment of GQYB hotel by using the five-force model pest analysis method and the related environment evaluation matrix model. It is found that the existing internal and external environment is conducive to the GQYB hotel to give full play to its hotel advantages and improve its existing operating conditions. Through the theory of SWOT analysis, we can get the advantages, disadvantages, opportunities and threats of GQYB hotels. Through the SWOT matrix, we can make full use of the low price, increase the marketing channels and deepen the corporate image of GQYB hotels. Increase the quality of the operation direction of the staff. Then using the quantitative planning matrix method, by comparing the application of cost leading strategy, differentiation strategy and specialization strategy to GQYB hotel, the author determines that GQYB hotel is more suitable to choose the differentiated competition strategy, and from the hotel image differentiation. This paper puts forward reasonable suggestions on the implementation of the differentiated competitive strategy in six aspects: the cultural connotation of hotel, the marketing channel of hotel, the service content of hotel, the difference of hotel price and the differentiation of hotel human resource management. The differentiation strategy demonstrated in this paper provides a certain reference for the GQYB hotel managers to the long-term management of the hotel, and is of great significance for the GQYB hotel to improve its competitiveness.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719.2;F272

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本文編號(hào)：1898770