国内经济型酒店的连锁经营战略分析及实施

上海交通大学硕士学位论文国内经济型酒店的连锁经营战略分析及实施姓名：丁伟申请学位级别：硕士专业：工商管理（MBA）指导教师：李国振20030112Operationanalysesanddevelopmentstrategyondomesticmid-leveleconomyhotelchainABSTRACTThedomestictourismindustryhasbeendevelopingrapidlyfortherecentyears;however;hotelindustryisagainstthetide.Ithasbeenexperiencingtremendousdifficulttimesespeciallythosemid-and-low-leveleconomyhotels,whichhavebeenimpactedduetothedreadfulequipmentandfacilities,old-fashionedservicemanagementandimperfectmarketeconomicsystem.Theseeconomyhotelshavefewadvantagesintoday'shighlycompetitivemarket.Therearemanyexplanationsforthissituation.Oneaspectiscausedbytheinherentcharacteristicsofhotelindustryandeconomicfactorsbyvirtueofcompetition.Asidefromtheseeconomicfactors,non-economicfactorsalsoresponsibleforthecurrentfiasco.Theseincludedefectivemacrooperation,unhealthyareaprotectionismandfailingpowersegregationbetweengovernmentandenterprises.Favorablemarketdevelopmentopportunistsstillexisteveninthisfiercecompetitionatmosphere.Forexample,speedydevelopmentofdomestictourismindustry,advantageousgovernmentpoliciesfortourismindustry,aswellastheexpeditiousgrowthoftourismmarket.ThroughSWOTanalyses,thisreportmakesapointabouthoweconomyhotelscanovercomethecongenitaldisadvantagesandgraspmarketopportunitiestogetoutofthediresituation.First,domestichotelmanagementshouldcreatenew-fashionedvaluationcurvetoformcompetitionadvantagesbythemeansoftargetingmarketsegmentstrategyaccompaniedwithchainreactiontoreach100%marketsharepenetration.Netmarketingplanscanalsobeutilizedtoestablishanefficientandreliablemarketingsystem.Amongthedomesticeconomyhotels,1,StarofJingJiang,StarofXinYaandHomeInnshavealreadyputgreateffortsonchainmanagementandcorporationexpansion.4istheexampleemployedtoanalyzeitssuccessofmanagement.Inessence,usingchainmanagementtoexpandthemarket,amalgamatingmarketandprovidingprofessionalservicetopenetratethemarketalongwiththenetmarketingarethetriumphantstrategies.KEYWORDS:economyhotel,chainmanagement,netmarketing,hotelindustryanalysisMBA-1-82%80%8%200173586788928,19%,81%,01MBA-2-2123YieldManagementMBA-3-4MBA-4-1119892000MBA-5-1998-200012198920001998-20001319892000MBA-6-MBA-7-MBA-8-5113MBA-9-MBA-10-199850002000250080969012270MBA-11-()79.152.527.112.928226225282.838.0445223.026.7MBA-12-2414%2396%199923332522GDP7%9.5%199947.5%2010GDP6.37%111994479.642020GDP8.02%2775411101.5819945.247.44MBA-13-6.61023.53175.520.820012008202022GDP7%()(9.5%)()1995584782098636.081996678852478731.371997747723112812.361998795333439797.1219998191140021901845.752000894044519862.2720019566249481979.32940.18200210235954182167.361029.49200310952459332373.261127.30200411719064972598.721234.39200512539471142845.591351.662010175871111994479.602127.812015246668176307052.003349.7020203459652775411101.605273.262020GDP7200019805708344.412.713.762162.325.230.320013158MBA-14-,200019951.2739419992832341452.32319982000/1998126.741047.802391.202.281999140.991165.982831.92.432000162.241342.303175.542.37241999%4002100846483175.542196824872MBA-15-2000312420209500139005.77.752020161.31999200%566020001BASSMBA-16-15GATS1.2.3.20031231199911154.MBA-17-“”MBA-18-MBA-19-MBA-20-MBA-21-SWOTWOEFEIFE20020019982001206.4%199519984.2%128410012563119991Cendant542630631562582471680288625631753355900188099875943546523234568456533825442484248631324740377290000570013571738217651716299204911416161658110/8574319519111732153031269178260136597099037256514618892171558636449165000018817TUI423791721374450511007684322810219DavidBaffskyMBA-22-PIMS100SHERBORNE1001409%AerLingusRepsolTRAVELODGEJAVISRESOLUTIONSGDSMBA-23-1/350350001CorporateChain12FranchisingFranchisorFranchisee.1540InitialfeeRoyaltyfee:Lifflander1)2)MBA-24-3)4)32BestWestInternational10025010030010100100202581011505010028511013001423SleepInns3003500041.32811EconomyLodgingSystemKnightInn15015000422ForteTravelodge30030000444200158HolidayInnHotels4003000051.515.42CourtyardbyMarriott4003000020025000452400PMS4.80.44360030000100150518.600.852IndependentChainBestWesternInternational20%MBA-25-3SecondtierManagement50%6060CarribeHiltonProfitsharingLeaseJohnHouserBobCabery51025132310%GOPgrossoperationprofit2053%10%1%8%1)2)3)4)5)6)7)8)9)10)11)12)13)MBA-26-1394016%331982500200014%22%81%80%3611000201050198839403201/203002000CendantCorpUSA645554131310057500.77%135982.5%HyattHotels/HyattIntemationalUSA201867111/415.68%7MBA-27-21)2)3)9994)MBA-28-5)Cendant52008031)1540252)3)4)MBA-29-41)2)3)MBA-30-CoreCompetenceResourceBasedViewAppropriability341MichaelPorter1)2)CISMBA-31-CISCISMIBIVICISMIMBA-32-2)check-incheck-out3)MBA-33-HolidexReseratonHilhotPrologicRoomfinoerMBA-34-250FidelioGDSMBA-35-——4170199915001510%12)CRS8003)4)2MBA-36-341)2)3)CRS8004)5)CRS6)PMSCRSMBA-37-IT7)8)9)530%90%18010065%4110010065%72%1801804,270,5004,730,4001,000/12,0004,000/48,000060,0004,270,5004,670,400399,9009%*6MBA-38-4220017200112102002120021250200312003121202004120041220020051,000CPM43CPM0.120.230.330.330.30.1520.340.4520.330.450.0540.230.230.1540.20.1520.330.4520.340.60.120.220.220.230.30.0530.1520.120.130.150.1520.340.4530.4530.450.140.420.220