The Research Of White Swan Group's Development Strategy

White Swan Group grows out of the White Swan Hotel. White Swan Hotel, which opened on Feb.6,1983, gained remarkable economic returns and social benefits over the past 27 years, established a marvelous brand name of the Chinese hotel industry, had won the hotel unanimous acclaim both at home and from abroad.Ever since 2005, with international five-star deluxe properties entering Guangzhou market, which are getting ready for the opening right before Guangzhou 2010 Asian Games, White Swan Hotel is greatly challenged due to its aging facilities and equipment, therefore, present operating business model needs to be developed and renewed of no delay. The new business model and corporate development strategy needs to be adjusted to realize the new span growth of hospitality specialization strategy, group growing strategy, brand management strategy and expansionism.This essay reviews the development of White Swan Group, looks through its accumulated experience, looks over international and native hotel group development situation and trend, analyzes current situation and existing problems of the White Swan Group, proposes a realistic develop strategy to help White Swan move out of the trap, enable White Swan progress to characteristic international brand growth, and provides referential experience for Chinese native hotel brands embarking on group growing track.