Rearch On Competitive Strategy Of YMZ Hotel Of Heze

According to information released by the National Bureau of Statistics, it shows that the number of star hotels in China amount to more than14,000.Heze lies in southwest Shandong, its economic development is lagging behind coastal cities, Heze has a much more rapid economic development with the attention of economic development that relevant government departments pay in recent years as well as the help of other brother city, Business Travelers number is increasing year by year, and this has provided market opportunities for the development of the local hotel industry. YMZ Business Hotel is a three-star tourist hotel with business of catering, hotel, shopping and meeting. It is located Western Economic and Technological Development Zone in Heze City, and in the western ends of the most prosperous the Zhonghua Road. With the new opportunities for hotel development of Heze,many last-hotel, foreign hotels and domestic well-known brand hotels usher into Hczc hotel industry, it not only plays a large promote role for the development of the hotel industry in Heze, but also bring a great challenge to Heze local hotel.On the basis of combing the theory of strategic management, the author use of related analytical tools proceed a comprehensive analysis on exterior environment of Heze YMZ and draw that: the opportunity exists in the external environment include promotion of economic development of Heze, vigorously encourage of government departments,need increase of local customer in Heze, increase in the amount of business travel customers, electronic information technology to enhance the level of industry management; threats exist include the lower barriers to entry, increase in labor costs, increase of customer service requirements of the hotel, the entry of the international star hotels and economic hotels to increase the degree of competition in the market. And accordingly give an objective assessment of the strengths and weaknesses of YMZ hotel, strengths include experienced management, perfect personnel construction, location advantage, customer resources priority, mature procurement channels, strong marketing ability; weaknesses include facing updated foundation facilities, weak innovation capacity, lack of brand building, lack of scale advantages. On this basis, through the SWOT analysis matrix and quantitative planning matrix determine the YMZ hotel should select competitive differentiation strategy, then from following seven aspects:the optimization of the organizational structure, improve the personnel system, to seek a strategic alliance, to strengthen marketing, to, to improve the innovation ability and pay attention to the information construction then put forward recommendations to the competitive differentiation strategy and its implemented safeguards.This article choose Heze YMZ hotel as the object of study, discussed their choice of competitive strategy through the combination of theory and practice, then gives competitive differentiation strategy for YMZ hotel and its implementation approach, which will help to promote the improvement of competitiveness of YMZ Hotel. In addition, the study conclusion also has some inspiration and reference value on strategic management and competitive strategy choice for other enterprises in Heze hotel industryA...