Operation Strategy Research For Medium & Small (Monomer) Hotel

The 'dumbbell' structure of domestic hotel has being emerging currently:the market demand for highly luxury star hotel and economic chain hotel is increasing dramatically,with expansion of market share.However,as the monomer hotel between them,it could not compete with luxury hotel in terms of facility,service and high end customer.And compare with economic chain hotel,it lags behind regards of cost control,market channel and room price.That make monomer hotel lose customers and doesn't behave well in profit.Therefore,it's really a key period of development for domestic medium and small size monomer hotel.It has realistic meaning to find the business strategy for monomer hotel operation.Regulation and qualitative analysis research manner are adopted in this paper, which systematically and deeply discusses the meaning,operation status and business strategy of monomer hotel.There are five sections:the first section introduces the research background, research meaning and research ideas,main content.The second part mainly outlines the theory of operation strategy.For part 3,via status comparisons with star hotel and economic chain hotel,problems are found such as 'weak operation strategy','obscure property right' and 'weak awareness of name brand'.In section 4,the analysis of industry environment for domestic monomer hotel based on industry structure theory and analysis of internal resource according to enterprise resource theory are written; Via SWOT analysis,it's found out that suitable operation strategy of monomer hotel and 'torsion' type operation strategy shall be taken.The operation strategy of medium and small size monomer hotel is obtained according to their real situation and resource circumstance,and specific implementation ways come out as well.Finally, operation strategy of star-lower monomer hotel is illuminated through Xingcheng hotel example.Research shows 'torsion' type strategy shall be taken for medium and small size monomer hotel in order to get through present difficulty,which means they shall use strategies such as 'cost priority','goal concentration' and 'strategic alliance','name brand strategy',so as to develop toward direction of 'professional and standard management'.