A Discussion On The Current Characteristics Of Changsha Star Hotel Structure And Optimization Strategy

With the diversification of market demand, Hotel industry has entered a multi-oriented stages of development.In this context, it is necessary to study the structure of the star hotels and make optimization strategy, in order to meet consumer demand, coordinate the relationship of the star hotels and improve industry competitiveness.In this paper, mainly useing the industrial organization theory-SCP paradigm, the Porter competitive theory-five force model, target marketing theory and the theory of spatial layout, the author, in the hope of offering a reference and idea for future investment and development of star hotels in Changsha, analyzes the current characteristics of Changsha star hotels and their causes, demonstrates the necessity to optimizate the structure of Changsha star hotel via data analysis, comparative analysis, empirical syudy, that is to weaken the negative effects that the existing structures have produced or may produce and coordinate development of various elements, explores the optimal strategy for the structure of Changsha-star hotels.This paper, useing survey data and statistical information, analyzes the current characteristics of the structure of Changsha star hotels, from seven aspects of the hierarchical structure room-scale structure, economic composition structure, business model structure, functional structure, spatial layout structure and efficiency structure of star hotel in Changsha. Analysis shows that the current structure of Changsha-star hotel has the following characteristics:First, the relatively high proportion of high-star hotels; Second,small-scale hotel rooms; Third,the majority of star hotels are domestic-funded hotels; Fourth, the low level of hotel group; Fifth, a single functional structure of star-hotels; Sixth, spatial distribution is imbalances; Seventh, the high-star hotel has relatively good economic returns, but compared to the city in which star hotels industry is developing well, the economic returns is still inadequate.Based on the above feature, combining with relevant theory, analyzes the negative impact or the possible negative impact generated by the current structure of Changsha star hotel to the development of Changsha star hotel, and explained the necessity to optimizate the structure of Changsha star hotels. Finally, based on the current characteristics of Changsha star hotels and reasons, the produced or the possible negative impact, from the three dimensions as the government, industry organization and enterprises, the author proposes the optimization strategy for the structure of Changsha star hotels. That is:the government needs to strengthen regulation and guidance efforts at the macro-management level; the industry organization needs to improve its management level in view of the supervision and the coordination mechanism; business investment managers need to improve their own management level at the micro-management level.