Comparative Analysis On Typical Expansion Modes Of The Chinese Hotel Group

With the tidal wave of economic globalization and the continuous improvement of the market economy structure reform in China, nowadays, hotel market competitions in China have entered a white-hot stage, and more and more people realize that establishing big hotel groups and developing the advantages of scale economies and scope economies will be the best way out of Chinese hotel industry to win the competitive advantages. Based on this background precisely, Jin Jiang Group and Jin Ling Group which are the successful examples of expansion in the Chinese hotel groups is the study objects of this article. By analyzing their courses and ways of expansion comprehensively, we can summarize the expansion modes of the two groups. At the same time, this paper also makes a contrast between two major groups and their expansion modes, and analyzes their advantages and disadvantages, with a view to provide a useful revelation for the expansion of Chinese hotel groups.This paper consists of six chapters:Chapter I is the introduction. Reviewing the studies of the hotel groups home and abroad comprehensively, this chapter gives the analysis and comments to the existing studies. It is found that the current researches on expansion of the hotel groups are few, and fewer in case studies. On that basis, the chapter puts forward the textual research contents, frame and methods.Chapter II is the relevant theories. This paper should take economics and geography as the basis of expansion studies, mainly involving industrial organization theory, group theory, strategic management theory and the theory of parenting advantage, etc, and elaborate their contents, functions and characteristics. Meanwhile, it explains the guide function of these theories in the expansion of the hotel groups.Chapter III is the development of the Chinese hotel Group expansions. This chapter analyzes the classification, expansion history and the operation mode of expansion of the Chinese hotel Groups, and also analyze the expansion mechanism of the hotel groups correspondingly.Chapter IV is the basic analysis of the expansion. This chapter has a depth analysis on the Jin Jiang Group and Jin Ling Group from three aspects including the Group Scale, the development process and hotel operations. Through these analyses, it laid a solid foundation for the study of the expansion mode later.Chapter V is the study on expansion mode. From four aspects including the expansion rate, product exploitation, location selection and operation model, this article summarize the content of Jin Jiang and Jin Ling'expansion mode, and analyzes the implementation foundation and users correspondingly. The chapter also makes a contrast between the expansion mode of Jin Jiang and Jin Ling groups, and summarizes the revelation for the expansion of Chinese hotel groups.The sixth chapter is the conclusion. It carries out a summary on the main viewpoints, rethinks the article's defects profoundly, and makes an outlook to the direction of the further study.