Study On Competitive Strategy Of Gaoqing Hotel

Along with the rapid economic development of Gaoqing County, hotel industry here is flourishing in the present economic climate. Nevertheless, the competition in this field will be more intense in the near future. Gaoqing Hotel, which has the lion's share in the hotel industry in the county, is facing challenges from competitors, most of whom are newcomers. The competition is so tense; Gaoqing Hotel is not ready, though. Despite its advantages, it is hard for the enterprise to keep the leading position in this industry. Therefore, this thesis attempts to explore the ways of solving the problems.As is known to all, with its beautiful scenery, Gaoqing County attracts more and more tourists at home and abroad. They need accommodation and food service. The demand for hotel accommodation and catering services will grow rapidly. Furthermore, in order to promote the development of economic and social undertakings, the local governments need to communicate with its partners, which include enterprises, organizations and so on. In addition, it is necessary for the enterprises to communicate with their partners so that their cooperation can be better and better. According to the custom and local traditional culture, banquet is the most important and most effective form of communication. All of these provide Gaoqing Hotel with opportunities, which in turn promote the development of accommodation and food service. In the following steps, Gaoqing Hotel will focus on these market segments, which meet the demand for top reception from government officials and businessmen. To achieve the goal, Gaoqing Hotel will establish mass customization system and work in good mood management system. Also, the government is about to sell state-owned shares to the employees so as to motivate them, improving the internal governance structure as well as improve the efficiency of the execution.This paper firstly lists the purpose and significance of the research, and then puts forward the research framework, research methods and research tools. Secondly, based on the strategic management theories, the author examines Gaoqing Guest House's internal and external environment. Thirdly, adopting SWOT analysis and QSP matrix analysis, the author puts forward the strategy that focus on the market segment, which meet the demand for top reception from government officials and businessmen. Furthermore, the author proposes the company establish the system of mass customization and the system of work in good mood management for the strategic implementation. In addition, the author concludes the strategic implement measures, which includes organizational change, human resources, marketing, enterprise culture and information system and other aspects etc.