【摘要】：經(jīng)濟型酒店起源于美國,目前在歐美等旅游業(yè)發(fā)達地區(qū)已經(jīng)發(fā)展成為一種成熟的行業(yè)經(jīng)營模式。區(qū)別于傳統(tǒng)的星級酒店,經(jīng)濟型酒店拋棄傳統(tǒng)酒店服務中休閑、餐飲、會議等“不必要”的服務,只提供優(yōu)質(zhì)的“有限服務”,即“bb”服務,breakfastbed,通過這種與傳統(tǒng)酒店業(yè)不同的定位,獲得成本優(yōu)勢和差異化優(yōu)勢。經(jīng)濟型酒店的概念在上世紀90年代才進入中國,隨著中國旅游業(yè)的大眾化進程,旅游逐漸從一種奢侈品變成日常消費品,這給經(jīng)濟型酒店的發(fā)展帶來了廣闊的市場前景。中國經(jīng)濟型酒店行業(yè)民族代表品牌如家在納斯達克的上市,更是刺激了這一領域的投資,一時間,經(jīng)濟型酒店遍地開花,呈現(xiàn)迅猛的發(fā)展態(tài)勢。在這種情況下,由于盲目跟風,出現(xiàn)了許多非理性投資,經(jīng)營不當導致投資者利益受損的情況也屢屢發(fā)生。因此,為了保障投資者利益,避免盲目投資現(xiàn)象,在投資之初對經(jīng)濟型酒店的項目開發(fā)進行深入研究是非常必要的。 在對經(jīng)濟型酒店項目開發(fā)進行研究時,可以從投資前市場環(huán)境、該項目的商業(yè)模式、投資收益和風險分析等幾個方面進行。通過對投資前市場環(huán)境分析,可以對經(jīng)濟型酒店的投資環(huán)境進行判斷和研究,判斷該行業(yè)市場形勢,看市場環(huán)境是否允許進入該行業(yè)；通過對項目商業(yè)模式的分析,可以對項目經(jīng)營有更為準確的認識,為進入該行業(yè)領域后的經(jīng)營提供指導和依據(jù)；通過對投資收益和投資風險進行分析,可以對投資的經(jīng)濟指標有較為精確的論證,防止盲目投資,為投資決策打下基礎,最大程度的避免投資者利益受損情況的出現(xiàn)。 本文基于A公司YL快捷酒店項目的投資實例,進行了系統(tǒng)的研究。首先在充分了解我國旅游業(yè)和經(jīng)濟型酒店業(yè)行業(yè)現(xiàn)狀的前提下,對項目所在地鄭州市的市場投資環(huán)境、市場需求以及市場競爭狀況進行了分析。然后根據(jù)項目實際情況,對項目酒店的商業(yè)模式進行了分析解構。通過前兩個步驟,就可以得出該項目的市場前景和發(fā)展?jié)摿�。接下�?根據(jù)該項目的投資預算和收入預測,對財務指標進行測算,重點是分析項目的投資收益和投資風險,并提出風險控制建議。最后對該項目如何實施運營提出簡單方案。 通過對YL快捷酒店項目的投資進行定性和定量分析,得出了具有科學性和可行性的結論：YL快捷酒店項目市場前景良好,發(fā)展?jié)摿Υ?商業(yè)模式清晰,投資收益穩(wěn)健,是一個收益良好、可操作性強的投資項目。并根據(jù)分析結果,對YL快捷酒店項目的實施提供了簡單的運營方案和推廣建議,為YL快捷酒店投資項目提供了有效參考。
文內(nèi)圖片：
圖片說明：—12003-2013全國旅游業(yè)和星級飯店總收入增長情況
[Abstract]:Economy hotel originated in the United States, and has developed into a mature industry management model in developed tourism areas such as Europe and the United States. Different from the traditional star-rated hotel, the economy hotel abandons the "unnecessary" service such as leisure, catering, conference and so on in The Legacy Hotel service, and only provides high-quality "limited service", that is, "bb" service. Breakfastbed, obtains the cost advantage and differentiation advantage through this different position from the traditional hotel industry. The concept of economy hotel only entered China in the 1990s. With the popularization of tourism in China, tourism has gradually changed from a luxury to a daily consumer goods, which has brought broad market prospects for the development of economy hotel. The listing of national representative brands in China's economy hotel industry on NASDAQ has stimulated the investment in this field. For a while, economy hotels are blooming all over the place, showing a rapid development trend. In this case, due to blind follow-up, there are a lot of irrational investment, improper management leads to the damage to the interests of investors. Therefore, in order to protect the interests of investors and avoid blind investment, it is very necessary to study the project development of economical hotels at the beginning of investment. When studying the development of economical hotel project, it can be carried out from several aspects, such as the pre-investment market environment, the business model of the project, the investment income and the risk analysis and so on. Through the analysis of the market environment before investment, we can judge and study the investment environment of the economical hotel, judge the market situation of the industry, see whether the market environment is allowed to enter the industry, through the analysis of the project business model, we can have a more accurate understanding of the project management, and provide guidance and basis for the operation after entering the industry field. Through the analysis of investment return and investment risk, we can accurately demonstrate the economic index of investment, prevent blind investment, lay the foundation for investment decision, and avoid the damage of investors' interests to the greatest extent. Based on the investment example of YL Express Hotel project of A company, this paper makes a systematic research. First of all, on the premise of fully understanding the current situation of tourism and economic hotel industry in China, this paper analyzes the market investment environment, market demand and market competition in Zhengzhou, where the project is located. Then according to the actual situation of the project, the business model of the project hotel is analyzed and deconstructed. Through the first two steps, the market prospect and development potential of the project can be obtained. Next, according to the investment budget and income forecast of the project, the financial indicators are calculated, focusing on the analysis of the investment income and investment risk of the project, and the risk control suggestions are put forward. Finally, a simple scheme is put forward for how to implement the operation of the project. Through the qualitative and quantitative analysis of the investment of YL Express Hotel project, it is concluded that the YL Express Hotel project has a good market prospect, great development potential, clear business model and steady investment income. It is an investment project with good return and strong maneuverability. According to the analysis results, a simple operation scheme and promotion suggestions are provided for the implementation of YL Express Hotel project, which provides an effective reference for the investment project of YL Express Hotel.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F719

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